e-Mail Marketing 101

Email marketing is a strategy that uses emails to nurture leads before converting them into customers.

Build a responsive opt-in email list and write high-converting emails. Approach your subject line, body copy and landing page both skillfully and creatively to increase e-mail open rates, e-mail click rates and landing page conversion rates.

To build your email list, make sure you have a lead capture form on your website. Then, consider what incentive you can use to attract subscribers. For example, you can offer readers a coupon off their first purchase.

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Increase e-Mail Open Rates

To create attractive subject lines, use the MFB formula.  The headline's job is to get your e-mails opened. The three main motivators are, in order of their importance

1. Hope

2. Fear

3. Curiosity.

Benefit-driven subject lines deliver usually higher conversion rates, but the best way to achieve great results is to experiment with various approaches. Mix various motivators up and watch your email metrics.

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Increase Click Rates

The main purpose of the body copy is to evoke curiosity, create powerful expectations, and get the link to the landing page clicked.

Keep the body copy congruent with the subject line and use psychological and emotional catalysts to increase click rates.

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