Email Content

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So you’ve got a recipient to open the email, now you need them to read it and, hopefully, perform an action. The “above the fold” mindset is not unique to newspapers and conversion rate optimizers — it’s an absolutely vital aspect of email marketing as well.

Like with CRO, in email marketing you need to get your message across repeatedly and with the right persuasion elements. The difference is that with email you have much less time and space to do it with. That’s why you need to work hard at including the right tone of voice, the right persuasive elements, and the right calls to action.

Again, it’s wise to use synonyms and alternative phrasings in your email message. Experiment with related keywords and varied calls-to-action, or even with entirely different Whatsapp Mobile Number List content — you might be surprised by the results.

The trouble is of course that the words people usually respond best to are also the same words spammers use in their emails. Words like “cheap” and “free” are strong persuasive words, yet they also raise flags on spam checks.

You need to make sure your message doesn’t end up in your recipients’ spam folders, which means you need to apply restraint when using potentially spammy persuasive words. You can check whether your message is likely to be flagged as spam with tools such as Sitesell’s spamcheck.

Try using synonyms for your persuasive words and formulate phrases in different ways, and always test, test, and test some more. You can run different versions of your campaign simultaneously to try out variations and find the best performing email message. You can then use this as the starting point for your next campaign.

There’s a lot more than just spam words that comes in to play when a spam filter determines to allow an email in to the inbox or to junk it, but choosing the right keywords and avoiding abundant use of spam words are definitely key elements.