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How to create incredible emails that improve sales conversions
Rebecca Appleton • 6 October 2021
Email essentials to grow your lead pipeline and increase conversions
Email is a vital tool in any entrepreneur’s sales and marketing kit. It is widely regarded to offer strong rates of return and can be used in myriad ways, making it a super versatile medium whether you’re looking to sell, upsell or retain clients for longer.
That said, our inboxes are besieged with messages on a daily basis, so what’s the secret to crafting emails that really covert?
1. Start with a great design
If you’re emailing your database, you naturally want to do all you can to ensure that the time and effort that goes into your campaign reaps dividends. Even if you have an incredible offer to share or a super helpful piece of content to shout about, your email won’t make an impact if it’s visually unappealing.
A great design shouldn’t be overly complicated, especially considering that many recipients will likely be checking emails on their mobile device. Too many moving parts, such as memes and gifs are distracting and can make your design seem messy and unprofessional. Too little interest and it can be bland. If you’re stuck for inspiration, there are dozens of templates available, organised by purpose and industry on platforms such as Mailchimp and Canva.
2. Check check and check again for spelling and grammar errors
Spelling and grammar errors come off as very unprofessional in formal business communications so be sure that you check, check and check again. You don’t need to a seasoned journalist or novelist to create error-free content. Try a tool such as Grammarly for helpful suggestions and proof reading.
3. Personalise your opening line
Even if your email is going to thousands of people, you want each recipient to feel valued. You can achieve this by personalising the first line so each reader is greeted by name. This is easy to do, with most mail programs offering this as a check-box option.
4. Test subject lines
The subject line is one of the most important components of your email as it’s this that tells the recipient what the message is about (and whether they should take the time to open it). AB testing allows you to send variations of your subject line to a small section of your mailing list. Then, you can choose the one that performed best for your main send.
5. Segment your lists
Not everyone will be right for every email you send. Segmenting your mailing list means you can carefully target your email communications so that each person is only contacted with information and offers meaningful to them and their interests.
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