10 Ridiculously Easy Ways to Make Your Email Marketing Better
Are you having trouble converting your eco-friendly subscribers into customers? Your job isn’t finished once you’ve gotten someone’s email address; now the real fun begins.
In this article, you’ll learn ridiculously easy ways to improve your email marketing, and how to avoid the mistakes some green businesses make that kill their email conversions.
Mistake #1: Not Having a Clear Call to Action
No secret here: your evergreen (pun intended) content needs a call to action (CTA). This is valid whether you’re producing content for a landing page, a blog post, or an email.
Without a call to action, you’re leaving it up to your planet-positive audience to figure out what you want them to do. Your readers are undoubtedly smart, but this is asking too much of them.
So before you create your email campaign, start with a clear vision of its purpose in mind.
What outcome do you want? Do you want to promote a piece of content you’ve written? Do you want to update your subscribers of a future launch or event? Do you want to make a sale?
Adjust your email’s text, images, and design to guide your readers toward this outcome. Then, before you launch the email, make sure your call to action is clear, attractive, and points the reader towards the socially-responsible goal you hope to achieve.
So how do you make a great call to action? Here are a few suggestions:
Make Your CTA Easy to Find
Don’t hide your call to action in your email. Go for bright colors, with bold text, or large buttons. Display it visibly so that it stands out from the rest of your email.
Use the Right Call-to-Action Words
Words matter. If your CTA is dull or unclear, readers might skip it. Use simple, clear engagement terms like “read more” or “buy now.” You’ll make it even more compelling if you add urgency and foster curiosity.
Don’t Complicate the Message
Indeed, less is more when it comes to email marketing. If you have too many CTAs in a single email, your message gets confusing. Instead of doing what you want them to do, your readers will take no action at all. Try writing each email with one clear goal in mind, and watch your results improve.
Repeat the Ask
While you shouldn’t ask for more than one thing, when it’s relevant, repeat your single call to action. You’re trying to make it as easy as possible for your reader to go straight from the email to your eco-friendly website or product. Repeating the CTA multiple times allows your prospect more opportunities to notice and interact with it.
Mistake #2: Lack of Professionalism
There’s a lot of weird, shady stuff that goes on online, so these days, readers are rightfully suspicious of new websites and emails until they’re proven safe and professional.
If your emails look sketchy or unprofessional, most users won’t be willing to grant you the benefit of the doubt. Conversions? You’ll be lucky if you can retain them as subscribers.
To keep the level of professionalism your audience expects, consider the following:
Check Your Spelling and Grammar
Nothing will stop a conversion quite like a “Byu Now” typo call to action. You need to proofread every email before you send it out. Sign up for Grammarly—it’s free.
Avoid Tired Stock Images
You’re better off not including an image at all than having a stock image subscribers have seen a dozen times elsewhere. Here are 24 sites to find free images for your eco-friendly marketing.
Don’t Include Attachments
Professional marketers don’t include attachments in their emails. Know who tends to use them, though? Spammers and scammers.
Unless your attachment includes a PDF the reader signed up to receive, don’t add attachments in your marketing emails. And even then, it’s most beneficial to present a link to your PDF.
Mistake #3: Using Cliché and Salesy Language
Ever taken a good hard look at the subject lines in your inbox?
Use what you see to your advantage. Browse your inbox. What works makes you open an email? What sounds cheesy?
You might see your sustainable product, service, or content as being unique. However, your reader will likely see it as just another voice that gets lost in their inbox.
So how can you avoid sounding just like everyone else?
Here are a few tips:
Make Your Emails Personal
Here’s where many green businesses miss the mark: they sound like a TV commercial. Instead, formulate your environmentally-conscious messages like you’d address it to someone you know. Be a friend, not a salesperson focused on increasing revenue.
Talk About Them, Not About You
Instead of saying how great your planet-positive product is, tell your reader what benefits they can reap from it. Make your sales focused on what value you can provide for the green movement and your audience.
Write about emotional, personal subjects. Sustainability has a great reach. Your readers will appreciate it, and your conversions will increase.
Don't Forget Your Mobile Users
Up to 70% of your audience will be reading your email on their mobile devices. If you’re not ensuring your readers can view your emails on their phones or tablets, your eco-friendly business is making a costly mistake.
Want a secure way to decrease your email conversion rates? Don’t optimize for mobile.
Designing for mobile devices should be simple and clean, with images and text that are easily legible on a small screen. You have limited space, and you don’t want to make your reader make extra efforts. Keep content to a single column, and use images that are no wider than 600 pixels.
If your sustainable business operates with a small team or doesn't have the experience to create mobile-optimized emails, there are plenty of tools to do this for you. Test your emails on multiple devices to guarantee that they’re coming across the way that you want them to.
The text should have a nice, readable size; the images should be clear, and the white space generous. These are mobile-friendly emails built for conversions that your green business needs.
Ready to Increase Email Conversions?
Here are a few more actionable resources to get you started.
Firstly, find a better stock image source like Unsplash or Pexels for attractive, unique visuals. Secondly, get inspired by lists of subject lines for powerful engagement and always test them. Never neglect the power of a good automation tool and lastly, I recommend getting a better understanding of DKIM and SPF for email authentication.
If you’re eager to improve your email marketing strategies, reach out to us for more in-depth advice to boost conversions through email marketing campaigns.
You can also check out our previous roundups for more expert advice.