5 Rules for a High-Converting Email Campaign
Want to create a high-converting email campaign? You’re in the right place.
We’ve already talked about the importance of a lead nurture campaign, how to infuse your email campaign with story-based emails, and some other crucial emails to include.
Today, we’ll dive in to a few rules about some specific components you should include in your campaign, as well as elements you should include in individual emails.
These are all rules that I’ve tried and tested with success, among many different industries.
While there always are exceptions to the rules, if you follow these, you’ll be on the right path to creating a high-converting email campaign.
Without further ado…
Here are 5 rules for a high-converting email campaign…
1. Infused with the “Magic Word”
And no, the “magic word” isn’t “please” like your parents told you. But the magic word WAS in the last sentence you just read. And in that one too. Did you get it yet? It’s just about impossible to have too much of this word in your emails.
The magic word is…*drumroll please*…
Your prospects LOVE this word. You should infuse it in your subject line and body copy as much as you can. And you have more opportunities to use it than you think.
For example, if you have a generic subject line like, “This marketing technique is failing everyone,” you can change it to, “This marketing technique is failing YOU.” In my experience, this one adjustment increases open rates around 60-70%! So it’s definitely worth a try.
Within your email body copy, replace words like “people”, “men”, and “women” with “you.” This makes your writing style MUCH more personalized. (There are exceptions when it seems awkward to use “you” instead, like within a quote or when describing a study, so use your best judgement here.)
2. And this word…
There’s another magic word you should be using. And one of the biggest mistakes you might be making is NOT getting this word early on in the lead generation process…
The word, of course, is your customer or prospect’s name! As a side note, in your lead capture form, you should always require a name to be entered with the email. Although this might cut your subscribers down by a few percentage points, it will help you create MUCH more effective and personalized messages.
It’s the difference between, “Hey friend”, and “Hey Dave!”
And you can also use it in your subject line, although you shouldn’t use it all the time. Here are some good examples:
Dave – this is why your webinars aren’t converting
Dave, I saw this and thought of you…
Webinar template for Dave
3. Tell a Story
Storytelling is gold when it comes to email. We’ve dove deep into this subject before, but it’s important to note. Good, relatable, and relevant stories keep your prospects engaged with your content, and excited to open your next email. Always be on the lookout for potential stories in your daily life, and realize that almost ANYTHING can be turned into a story that SELLS.
Heck, I just wrote an email about the time I got sick at an airport, and used it to sell a health product that helps you to avoid travel sickness. Who would’ve thought some bad airport Chinese food would help me sell anything? The point is, stories make you seem human — you’re not just another robotic marketer sending out the same generic emails.
4. Resend to Unopens
Here’s a little trick I learned a while back, and it applies mostly to broadcast emails (emails that you send individually, outside of a campaign), although I suppose you can do it with a lead nurture type of sequence as well.
Whenever you send an email, a large chunk of your subscribers aren’t going to open it. Sometime that large chunk equates to 50% or more. But why waste all that hard work penning an email, just for that large chunk to never even open it?
Usually, the reason they didn’t open it is because they weren’t interested in the subject line, or it just didn’t appeal to them right away. It doesn’t necessarily mean they won’t vibe with the content of the email. So, you can do a little recycling, and instead of moving on and penning a brand new email, you can resend the original email to those subscribers who didn’t open it.
Here’s the key: change the subject line, and wait at least 48 hours before you do it. This keeps your subscribers a chance to read the original email. Once 48 hours passes, they’re probably not going to go back and see the original anyway, so you’re in the clear.
Most email software providers will allow you to segment subscribers based on whether or not they opened your last email, so create that segment, and send away. Don’t let your emails go to waste.
5. Compelling “P.S.”
I cringe every time I see a good “P.S.” opportunity go to waste. It seems that most business owners and marketers don’t understand the power of this little note at the end of the email.
Here’s the thing: many people will either quickly skim through your email, or just skip right to the bottom. That’s why a concise and quality “P.S.” is key. Virtually EVERYONE reads the P.S.
You can use the P.S. to entice readers to go back and re-read the rest of your email.
There are two great “P.S.” strategies we’ll cover here…the “summary” and the “missing piece” tactic.
For these examples, let’s pretend that this whole blog post has been one long email I’m sending to you. And this is the last line of the email. Here’s how I would use the “summary” tactic in the P.S.:
“P.S. Remember: With these 5 email rules, you can create high-converting email campaigns that literally force your reader to click the “buy” button…and when you apply all 5 rules, your profit will skyrocket…”
And using the “missing piece” tactic…
“P.S. Did you catch that third rule? Its absolutely CRUCIAL to your success.”
Even if they DID read every word in the email, these kind of P.S. tricks will usually make them go back and read again, afraid they’re missing out on something. And that makes your message all the more powerful. So, start using these techniques and get the most out of your “P.S.” opportunities!
With these five rules, combined with storytelling and value-adding emails, you’re well on your way to a high-converting email campaign. Because here’s the thing: most businesses just aren’t paying attention to these rules. So, by definition, you’ll stand out, and build on that all important “know, like, and trust” factor.