Email Conversion Optimization: The 5 Key Elements
Friction (“f”) is generated by email messages that do not match the subscriber’s thought sequence when they receive the email. For example, if they’ve just subscribed to your email list, and right away, you ask them to buy a seven-figure product. There is friction. You’re not on the same page with those subscribers. They’re just starting to get to know you. Email copy should crafted to synchronize to the decision patterns of the recipient.
Friction is also caused when recipients are forced to make meaning of the email. There should be an instant click in their mind where they instantly know what the email is about and are enticed enough to learn more about the value they may receive. That click in the mind ultimately leads to a click on a link.
Friction could be caused by other factors. Like a difficult email layout, text that is hard to read or understand, an email that is unnecessarily long (although long emails aren’t always wrong), or one that just doesn’t render properly (on mobile, for example).
Make the email experience as seamless and clear as you can for customers, and you will get more clicks.
Anxiety (“a”) is psychological concern stimulated by a given element in the email process and is also a negative.
While website visitors are skeptical and cautious, the natural level of concern is even greater for email offer recipients.
The very nature of email, as an outbound or “push” marketing channel, causes it to need to overcome the extra measure of distrust and skepticism.
You need an extraordinary amount of over-correction to overcome this extra measure of anxiety and distrust. They are essentially clicking from one channel familiar to them (their own inbox) to an entirely different, external channel (they’re not sure exactly where the link will take them).
The basics help reduce anxiety that your email is an outright scam. A well copy edited email with no spelling or grammatical errors. A professionally designed email.
In addition, sometimes it can help to give them a hint or preview about what’s on the other side of the click. For example, to reduce anxiety in the MarketingSherpa email I mentioned earlier, we include the text “one click to download, no form fill is required.”
10 Heuristics to Help Your Team Improve All Its Marketing
Email conversion optimization is likely just one of your marketing challenges. To help your team be thoughtful and thorough when planning and evaluating all of your marketing program and campaigns, here is a heuristics cheat sheet (just click on the link, no form fill necessary).
Daniel Burstein is the Senior Director, Content and Marketing at MECLABS Institute. Daniel oversees all content and marketing coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the marketing direction for MECLABS — digging for actionable discoveries while serving as an advocate for the audience.