6 Overlooked Email Marketing Hacks to Accelerate CTRs, Conversions
Email marketing hacks come into play because the channel’s growing dominance in the online realm is indisputable. As per Statista, in 2017 alone, global email users reached 3.7 billion. By 2022, the number is expected to be a staggering 4.3 billion.
However, for your email marketing efforts to pay off, you need to ensure that your emails are done the right way. And that your open rates are not going downhill.
According to Mailchimp’s report, the average open rate for all industries is 21%.
Here, I have nailed down five key email marketing hacks you can use to increase your email open rates and conversions.
No. 1. Get New ‘Sender Names’ On Board When Possible
As it turns out, a typical “from” of an email either comprises the company name or the employee name. This is the normal process companies follow while sending emails. But if you look at it from an email recipient's perspective, both the employee name and the company name will sound foreign to the recipients, unless, of course, the employee happens to know the recipient.
Maybe the recipient would recognize your company name. But then, how’s that going to help?
It won’t tell the recipient anything about the email content. Is the email about a blog update? Or a support ticket? Or does it contain invoice details?
Likewise, an employee’s name won’t be of any help either; unless, as I mentioned before, the recipient knows the employee somehow. So if a sender is a stranger to the recipient, be assured the email is sure to make its way to the trash folder.
HiP, a full-scale demand generation agency that specializes in lead generation for top-gun marketing and technology clients has been experimenting with its email “from” line for some time now.
These “friendly from” lines from HiP achieve two things: One, they provide additional information and context about the sender. Two, they look different. Together, these can increase your email open rates and, thereby, your clickthrough rates.
Another way of accelerating your email open rates is to use names of different employees to send your emails and not just rely on one single employee name.
The American Writers & Artists Inc., or AWAI, a top community for freelance writers, sends emails using different names.
There’s Katie, Steve, Rebecca and more shooting emails to subscribers on AWAI’s behalf.
Key takeaway: Don’t simply use a single employee’s name or company’s name while sending your emails. Try using different names. More importantly, include the job title or even the department name to help your recipient determine the purpose of your email, even before they open it.
Plus, test different formats. If one “friendly from” is not working for you, try experimenting with others.
No. 2. Create Revealing Preview Text — Every Time
Do you plan to auto-populate your preview text, also called pre-header text?
If your email client allows, it’s always better to optimize your preview text, because it helps you communicate better with your email recipients, and more importantly, it helps you stand out from your competitors.
Granted, coming up with preview text will involve some coding, but think of the benefit it provides, as it inevitably prompts recipients to open their emails.
Key takeaway: Try experimenting with clever, relevant text as HP uses in its image. You could even try using fewer words to create more white space.
No. 3. Add ‘Action-Packed’ Text to Your CTA Buttons
CTA matters. But, CTA text matters a helluva lot more. In fact, every word counts.
Be it your website or your emails, if your CTA buttons and, especially, the CTA button text don’t stand out, they will defeat the very purpose of optimizing a website or email copy.
So make sure to avoid boring, bland text in your CTA copy; instead, try playing with words and concoct action-packed text that not only delights the readers but inspires them to click and take action.
A couple of examples that I stumbled upon while looking for action-packed CTA copies:
- Udemy’s *Take This Course* CTA button.
- ConversionXL has slipped in a benefit-driven statement into its CTA text.
- Or check out exitbee’s bright-pink-purple CTA button with action-packed text on it.
Additionally, you could even add a line or two before your CTA buttons. Your email marketing hacks for this could either be in the form of a question, “want to see how to…?” or you could try the first-person approach, “I want to …”, “Tell me …” GoodFirms has more information on the importance of CTA buttons, in particular, and website design, in general. website design stats and trends.
Key takeaway: Test your CTA copy time and again, until you get it right.
No. 4. Make ‘Unsubscribe’ a Transparent Two-Step Process for Fat Fingers (For Now, and in the U.S.)
Sure, having a single click for unsubscribing your emails is a good practice. But then, there are downsides to it.
With more and more people checking their emails on their smartphones, people accidentally tend to click on links, even unsubscribe links. They might actually not want to do so in the first place. According to Pew Research, about three-quarters of American adults were fine with people who used their phones while walking down the street, riding in public transit or waiting in line. So just imagine the kind of risk your email list is open to.
So, make sure to add a second link in your email copy that might help them go back and change that decision, rather than just letting go a hard-earned subscriber.
A medium user reduced his unsubscribe rate by 19% when he experimented with his unsubscribe link by making it a two-step process from a single step.
Key takeaway: Subscribers might accidentally unsubscribe from your email. Help them reverse their decisions by making unsubscribe a transparent, two-step process.
No. 5. Try a Multi-level, Multichannel Approach
When you are trying to reach important individuals — like stakeholders, shareholders and other top-notch officials — through emails, try the multi-level approach.
You could send them an email first, and also follow it up with a LinkedIn message saying that you have sent an email and it talks about such-and-such a thing, which could prompt the recipient to at least check their email.
This is going the extra mile in a respectful way.
No. 6. Include a Few Fan Followers as Part of Your List
Personalization is central to email campaigns. And businesses make it an effortless affair by making it a one-to-one approach.
But then, the process may seem tedious and time-consuming. So what you could do is, tweak this strategy a tad bit by narrowing down your focus on a few selected people. This could include a few brand advocates. Then get your brand advocates to shoot a positive reply to your email through a “ Reply all” email. The positive reply might inspire your selected target audience to respond favorably to your email, as well.
Key takeaway: Avoid bulk emailing. Choose a selected few individuals, get a few advocates, as well, and inform them well in advance of the purpose of your email.
Wrapping Up Email Marketing Hacks
There could be plenty of other trivial, but key, things that might need to be considered; however, I have included the most overlooked ones.
Can you think of other overlooked strategies that could drive click-throughs and conversions for your emails?
If you have any suggestions that should be added to the list or your own story of making a mistake which eventually cost you badly, please share it in the comments.
Related story: Email Opens or Reads: Which Is Right?