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Convertible Email Campaigns 101
- Christi
- Mar 28
- 4 min read
Okay, real talk. Sending out an email campaign can cause you to feel a bit like you’re shouting into the dark vastness of space. But when done right, it can become your best way to connect with your audience and drive results that make your heart do a little happy dance. So, how do you go from being another unread subject line to the email they not only open but act on? And just as importantly, how do you even track that? Let’s talk about it.
Conversion is the Goal
Email campaigns are there to help you create authentic relationships with your audience. But there is so much more to it than just hitting send and marking another item off your to-do list. Your goal isn't simply to send an email. It's to engage with your audience and convert those sent email campaigns into opens, reads, and clicks.
Conversion Metrics
Open Rates: This is the percentage of recipients who open your email campaign out of the total emails delivered.
Read Rate (aka Engagement): This goes a step beyond open rate and measures how many recipients actively engage with the email content by spending time reading it rather than skimming or ignoring it.
Click-Through Rate (CTR): Measures the percentage of users who clicked on a link or button within your email, ad, or webpage, showing how compelling your content and calls-to-action (CTA) are.
Conversion Rate: The percentage of users who complete a desired action compared to the total number of visitors or recipients.
Email Campaigns Start with Knowing Your People
When you’re hosting a special dinner party, do you invite everyone you’ve ever met, including that one random coworker who never even remembers your name?
Probably not.
You curate the perfect guest list, inviting the people who’ll appreciate the vibe. Email campaigns work the same way.
First and foremost, you need to know your audience. What are their interests? What do they need? What answers can you provide that will make their lives better?
If you have a boutique that sells only igloo supplies, you probably aren’t going to resonate with a fisherman from Florida. The more you understand your client base, the more your email campaigns will resonate with them. And remember, it’s not about reaching the most people—it’s about reaching the right ones. Quality over quantity every. single. time.
The Offer: Make It Worth Their While
Now let’s look at this whole party thing again. Not only did you invite everyone, you also told your guests you’re serving an "exciting & experimental" dinner. But when they arrive, all you have is plain crackers and water.
Not cool, right?
Your “offer” in an email campaign works the same way. It needs to be enticing.
Be transparent about what you are offering them, and make sure it’s something people actually want. Whether it’s a discount, free resource, or another perk, it should be impossible to resist to the right people. Folks are busy and you’re here to solve their problems, not create more.
And don’t forget to tell readers exactly what to do next—whether it’s clicking a link or signing up for something, make your CTA easy-peasy for them!
Timing Is Everything
Timing can make or break your email campaign.
Send it too early, and it gets buried.
Send it too late, and it’s irrelevant.
The trick is to figure out when your audience is most likely to engage. If your clients are business owners, mid-week mornings often work well. For consumers, evenings or weekends might be better. Remember those conversions we talked about? If you can get your ideal timing down, tracking those opens, reads, and clicks will become something you actually look forward to!
It's Not a Beauty Contest, or is it?
Actually, it kinda is. Not only do you need a great offer, and to have your timing down pat, but your email campaign also needs to look great. Start with:
A compelling subject line
You know the saying, "Nobody ever gets a second chance at a first impression". Be concise, clear, and intriguing.
Personalize It
Use the recipient's name. Nothing feels less personal than to be one in a sea of many.
Strong CTA
We've said it before and we'll say it again. Don't leave your readers scratching their heads. Be transparent and don't make them work for it. Because guess what? They won't!
A cluttered, hard-to-read email never got anyone anywhere. Keep your email clean and visually appealing.
HOT TAKE: Be sure your email is optimized for any device (because, let’s face it, most of us check emails on our phones)! Most email campaign platforms - like Mailchimp- willoptimize for mobile, but you should always double-check through the mobile preview mode.
The Secret: Building Trust
Here’s the thing: People don’t like surprises in their inboxes (unless it’s a surprise discount, of course). And they don't want strangers roaming around there, either. Your audience needs to recognize who you are and trust that you’re worth their time. Make sure your email campaigns are consistent with your brand, including your tone, your logo, and everything in between.
It's good to remind them why they’re receiving your email—something simple like, “Because you signed up for our newsletter…” can go a long way in maintaining credibility. And please, for the love-of-good-email-etiquette, don’t overdo it with caps, exclamation marks (nobody likes being yelled at), or emojis (friendly and cute can quickly become tired and obnoxious).
And no pressure, but you have about 8 seconds to grab your reader’s attention. Just FYI, that’s about the time it takes to open an app on your phone.
So…hurry up and get to the point!
Your Next Successful Email Campaign Is Here
No email campaign is perfect from the get-go. That’s why testing is your new BFF. Experiment with different subject lines, visuals, and call-to-action buttons.
The awesome thing about using a good emailing platform like Mailchimp is that you can easily track what is working…and what isn’t.
So don’t think of a poorly performing email as a failure. That email with a low open rate can become the perfect tool to help you hone your process into a well-oiled machine.
Crafting a successful email campaign isn’t rocket science, but it does take thought and effort. When you focus on understanding your audience, creating irresistible offers, and delivering them at just the right time, you’ll see results. And who knows? Your email might just become the one they actually look forward to seeing in their inbox.
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