E-mails that Actually Work

You’ve done it. You’ve started building your e-mail list through consistent monthly messaging. 

So what’s next?

Putting your e-mails to work through the science + art of conversions.

What’s a good conversion rate for e-mail marketing?

You’re not gonna like this: It…depends.

How much trust have you built between yourself and your audience? Is your e-mail list chock full of people who already know, like, and trust you? What percentage of people are actually opening your e-mails?

If you don’t have these elements already in place, with your open rate lagging below 50%, you can expect your e-mails to convert between 1-3%. That means for every one hundred people who open your email, you might expect between 1-3 people to make a purchase.

When you do have effective monthly messaging, personalized e-mails, a high open rate, and targeted funnels and campaigns that speak directly to folks who are already interested in what you have to offer, you can see that percentage jump well beyond 4%!

Your conversion rate will also, of course, be affected by your industry, your offer, and even the experience that your potential customers have when checking out and giving you that precious credit card info.

But let’s get back to the heart of it. Before you crunch numbers, it’s time to evaluate your relationship status.

Using e-mail to build relationships with your audience is key.

How do you move that status from “it’s complicated” to “madly in love?” Give and take! 

Building strong relationships through e-mail is like nurturing a plant; it takes time, care, and a sprinkle of whimsy. If you take a look at your most recent e-mail, how do you measure up to these top tips?

1. Warm, personalized greetings. 

Ditch the overused "Dear Sir/Madam" and opt for a personalized salutation; when you use an e-mail system like ConvertKit or MailChimp, it’s relatively easy to add a {first_name} situation in your message to add an instant touch of warmth that can open doors to meaningful conversations.

2. Relatable Stories.

People love stories, and weaving personal anecdotes or relatable tales into your emails can create a connection. By sharing experiences, you'll humanize your brand and show that you understand your audience's pain points.

3. Show Empathy. 

People remember how you make them feel. Acknowledge the challenges your audience might be facing and empathize with their situation. Show them that you understand and genuinely want to help rather than simply promoting your products or services.

4. Sharing Value

Now that you've established a rapport, it's time to deliver the goods! Include some surefire ways to make your emails a valuable treasure trove: Tailor your content to your audience’s needs and provide actionable solutions.

5. SO important, it’s #5, too: Be a Resource, Not a Sales Pitch. 

Ever get that twinge that you’re leaning more toward a used car salesperson than you’d like? Take a look at your overall messaging; your emails shouldn't come across as an elaborate sales pitch. Instead, focus on offering valuable information, industry tips, or even curated content that will genuinely help your readers.

6. Make it skimmable.

No matter how hilarious, enthusiastic, or value-laden your e-mail is, nobody has time for long-winded. Break down your message into easily digestible chunks, bullet points, or even funny GIFs (when appropriate) to keep your readers engaged and wanting more.

7. Include a call to action.

If your e-mail is part of a targeted funnel rather than relationship-building, don’t skimp on clarifying your ask and making it easy for them to click “buy.” And if your e-mail is centered on building your know/like/trust factor, your call to action can point readers to your website, blog link, or LinkedIn profile.

Bonus: Open the door for back-and-forth conversations.

We love using that P.S. space to ask questions, offer support, or clarify a call to action so you don’t end with an e-mail list full of one-sided conversations.

By nurturing connections, adding value, and understanding your audience like a modern-day Sherlock Holmes, you’ve taken the first steps to generating a true community with your e-mails. 

If you’re looking for an even deeper dive into the science behind e-mail conversions, it’s worth speaking with a pro! E-mails are an essential part of any comprehensive monthly messaging campaign, and we just happen to love writing ‘em. Oh, and we’re damn good at ‘em, too. Visit our site to get in touch.

Happy emailing!