7 Ways to Create Email Content That Converts

    In the trending landscape of personalized pop-ups, microinteractions, and other marketing strategies that have migrated toward a dominant focus on mobile-friendly content and design, some marketers feel that email marketing is losing ground as a viable and effective tool in their marketing arsenal.  Can email content still generate viable leads and increase your conversion rates?  Of course it can, and here are seven ways you can revitalize your email marketing strategy with content that converts:

    Less is More

    You've likely heard (too often) the phrases "keep it simple, stupid" and "less is more."  Are you putting these phrases into practice with your email content?  If you are sending emails that divulge an excessive amount of information, people won't be motivated by a desire to know more -- because you've already told them too much.  Your email content should be a teaser to introduce recipients to something and give them a glimpse of what awaits if they take action.

    "More" is More, Too

    While many so-called marketing experts advocate the use of a prominent call to action in a highly visible location in your email content, others will tell you to practically stuff your email with CTAs.  This doesn't mean it should be little more than a page filled with "click me" links, but you should include a variety of opt-in options at different points in your content, from start to finish.  People have different points at which they reach a decision to enter a marketer's sales funnel, so make sure you have an open door waiting for them when they choose to take that step.

    Encourage Engagement & Reward Loyalty

    When introducing your subject matter in an email,  the content should address the recipient's level of engagement with your company, brand, products, or services.  Are they already a customer, or are they still at the window-shopping stage?  How long have they been a customer and how often do they make purchases?  Do they or have they provided successful referrals?  Your email content should approach the recipient on their level of engagement and encourage them to take additional steps into your sales funnel.  You should also offer unique "rewards" for loyal or long-term customers.

    Personalized and Dynamic Content

    If you've already compiled some information about your email recipients such as age, gender, occupation, or basic interests, you can personalize your email content.  Dynamic content generates conversions because it addresses your recipient individually and can speak to their individual needs, wants, problems, or questions.  You can also include offers or information that may be restricted to individual traits like gender or marital status.

    Mobile-Friendliness is Essential

    Email content should naturally be mobile-friendly because more people than ever before are using smartphones and other devices to access Internet content, including emails.  They are making purchases, doing research, connecting and communicating personally and professionally -- all while they are on the go.  This means your email content needs to be accessible, viewable, and actionable on a mobile device so the recipient can take action immediately.

    Test, Measure, Tweak

    As always, you should perform A/B testing for your email marketing strategies and use an effective analytics or other metrics measurement tool to evaluate the effectiveness of your strategies so you can make adjustments as needed.  Stay on top of current marketing trends and don't be afraid to think outside the box and implement unconventional or innovative strategies; keep in mind that sometimes the simplest changes can make the biggest difference.

    Content Essentials

    Don't neglect the essential components of your email content while focusing on strategies for improving your email conversion rates.  Attention-getting subject lines, provocative first paragraphs, and the basic format of your content (plain 'vanilla' black and white text versus vibrant colors and appealing images or videos) are critical parts of successful email content and are often the singular motivating factor in getting the recipient to open, read, or click in the first place.

    If you do choose to include images or video in your email content, keep in mind that some smartphones automatically disable the display of this type of content.  You should use responsive design strategies for your email content to ensure readability across the broadest spectrum of devices.

    As you refine your email marketing techniques and take your content development to the next level, you'll be able to determine what is working most effectively toward helping you reach your marketing goals. To learn more, check out our white paper, "What is a Digital Content Strategy? And Why You Need One."

    Topics: Email Content

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