How to create interactive emails?
What happens to a salesperson that comes to your door? You shut them down 95 percent of the time. Unfortunately, this is precisely what happens when your email becomes a salesman!
Nobody likes to be sold, but everyone wants to buy.
Your email has four parts.
Subject line
Content
Design
Landing Page Link
When you execute each part flawlessly, only then you increase the conversion rate of your email. Here are some tips for each and every part.
Subject line:
It needs to be personalized and on point. Avoid using promotional words. As usual, they lead your email directly into the promotional or spam tab. A/B testing is a must to see what works and what doesn’t work. Due to the Apple update, you will need to test subject lines on other device users and apply what works there to Apple users.
You can A/B test different subject lines in multiple directions, for example, personalized v non-personalized, direct v clickbait, number of words.
Content:
Talk to your email list with authenticity. You don’t need to come off as a brand in your emails. When you do that, you are simply creating a barrier. Break that barrier with your tone and words. Stand in your subscriber’s shoes, and answer all the doubts & questions without even them asking about it. Instead of bringing your email list to your level, go to their level.
Design:
Set your signature with a particular style of email. A/B test all the styles that come to your mind. Our EDM team spends at least 2-3 weeks with analytics before finalizing the brand tone of a store. Whatever you pick, make sure it’s not only mobile-optimized but also a smooth user experience.
Landing Page:
This will be an issue for you if you are running a general store. Where do you want to drive your traffic? In general stores, however, we use a dynamic code that links directly with Shopify at the backend, and it shows products that people have viewed but not bought yet. Otherwise, your subject line may be great, content + offer is incredible, and design is executed perfectly, but you directed your traffic to a wrong landing page, and all goes in vain. So it would be best if you kept an eye on CTA links while sending campaigns because they can make a big difference.