This document provides 10 tips for creating better, higher converting emails and campaigns. The tips include ensuring the content is valuable, segmenting contacts, testing engagement rates by varying email frequency, using a conversational tone, being clear about the call to action, designing for mobile viewing, reviewing open and click through rates, complying with CAN-SPAM laws, using engaging preview text, and testing emails before sending.

1. 10 tips to create better, higher
converting emails and campaigns
Presented by Pinckney Marketing

2. How to
build
STRONG
emails
@

3. Goals for email typically
include open and click
through rate success.
When creating emails, there
are several questions you
should ask yourself to
ensure your messages are
optimized for conversion.

4. Is this content
valuable?

5. Ensure that if you’re sending an
email to someone it’s something
you really believe they need. Your
prospect’s time is valuable and
wasting it by sending them an
offer they’re not interested in or
that is not relevant them will
only frustrate them.
This leads to….

6. Are my contacts
segmented?

7. Whenever possible, use forms and landing
pages to collect prospect information to
make sure you really know them. If some
of them are new business owners and
some are long-time business owners,
which group do you think will benefit from
your email with the subject line, “5 Things
You Should NEVER Do During Your Grand
Opening”? Make sure your contacts feel
like your message was written specifically
for them and their needs.

9. If you’re emailing them once a quarter, odds
are you’re not emailing them enough. If
you’re emailing them several times a day,
you’re definitely overdoing it. Unless you’re
offering something new, exciting or with a
time limit on it, you definitely don’t need to
over (or under) do it.
Test your engagement rates by sending them
at varying intervals and collect data to see
how they perform.

10. Do I sound conversational
or like a lecturer?

11. No one likes to be talked at. People
like to feel as if they’re in a two-way
conversation. While it’s easier to
achieve this through social media,
emails should never EVER just be a
lecture. Consider changing your tone
to be funny, conversational, casual
and more human.

12. ?
? ?
What’s the
point of
this email?

13. Be clear about what you want
your email reader to do. This
means two-to-three CTAs, at the
most. Don’t throw everything and
the kitchen sink into an email.
It's more effective to have one or
two offers that are more
compelling versus sending six or
seven. It will overwhelm the
reader and make it difficult for
them to make a decision.

14. Will this display
correctly on a smart
phone or tablet?

15. Do you read your email or visit
websites on a device other than
your desktop?
Mobile email opens have grown
180% in the last three years and
show no signs of slowing.
180%

16. As of Nov. 2013, 61% of all
emails were opened on a
smartphone or tablet.
Ensuring that your emails are
mobile-friendly means your
recipients will have the best
possible experience, and will
be more likely to engage with
the content or offers you
present to them.
61%

17. Are we reviewing your
open and click through
rates (CTRs)?

18. Analyzing your efforts is one way to
ensure that you’re optimizing your
emails. Reviewing your open rates helps
you to determine which of your subject
lines is most effective, as well as what
time of day will engage your audience
the most.
CTRs will help you gauge what content
your audience most engages with
(buttons, images, text, video, etc.).
Reviewing these metrics will help you to
best optimize your emails for conversion.

20. This law serves to protect your
database. Compliance with the
CAN-SPAM law is simple enough
and not following it could result in
legal action. For a full explanation
of CAN-SPAM click here.

21. How engaging is my
preview text?

22. Preview text is the bit of text that appears
in your browser or email client under the
subject line. In short, it’s a preview of your
email content.
Providing compelling preview text can help
boost open rates if your database feels as
though they can benefit from the content
within.
Similarly, omitting or having weak preview
text can have adverse effects.

23. Who tested
this email?

24. Design, Code, Send simply won’t cut it.
Ensuring that your email is free of spelling,
grammatical and punctuation errors is a
critical pre-sending step.
Another is testing your email to ensure your
images and other media populate correctly
and any links or CTAs included work and
direct to the right landing pages.
Additionally, testing to ensure your email is
CAN-SPAM compliant will protect your email
from being canned (pun intended) by this law.

25. Questions? Have any best
practices we missed?
Visit us at www.pinckneymarketing.com
or Tweet to us @PinckneyMkting
?