How to Optimize Email Content?

Personalized Email Content

Faced with uniform content, people find it hard to sustain interest, and the email templates you use are often used by many people, which easily leads to consumer aesthetic fatigue.

Therefore, you need to personalize email content based on detailed information about the user, including their shopping journey stage, age, gender, country, etc., so that users can feel more involved when browsing.

Keep it Concise

Consumers have very limited patience, especially when faced with promotional information, so you need to ensure that your content is concise and to the point as much as possible.

It is best to control the copy content to around 160 words, with a maximum of not exceeding 500 words. Through testing, this is the longest content consumers can accept before the click-through rate drops.

Use CTA with Caution

Although CTA can guide consumer behavior, if your article is filled with CTAs, it is not only difficult to highlight key information but also easily causes consumer aversion, thereby affecting the final direction of action.

The number of CTAs included in an email should not exceed 3, and only one key CTA should be retained.

Matching Category Style

Your promotional emails should match the style of the category you have chosen, preferably using brand colors and adding the brand logo. This makes it easier for consumers to recognize your brand and also deepens the brand impression in consumers' minds.

A/B Testing

Which elements are effective, what content consumers like, which content has a high bounce rate - all these need to be found through A/B testing to get answers.

Because different consumer groups have different preferences, you need to adjust and optimize email content based on specific email data to make email marketing more and more effective.

Optimizing Details

Simplify Conversion Paths

Generally, the longer the conversion path, the higher the probability of consumers abandoning the purchase, as consumers may drop out at any stage. Therefore, what you need to do is streamline the conversion path, for example, with options such as guest checkout and purchase without logging in.

Sending Time

Therefore, you need to streamline the conversion path, for example, with options such as guest checkout and purchase without logging in.

The probability of consumers opening and clicking on emails sent at different times is different. The best time to send B2C email marketing is during lunchtime and evening rest time because consumers are more likely to browse or place orders during this period.

During working hours, although the open rate may be more ideal, emails are often set aside and then forgotten.

Mobile Experience

With the popularity of mobile devices, the user experience on mobile devices is becoming increasingly important.

You need to ensure that your email content also has a good display effect on mobile devices, especially images.

Avoid Excessive Email Sending

With the exception of holidays, the frequency of marketing email sending does not need to be too frequent, and the interval is best over a week.

Frequent sending of promotional emails not only reduces the open rate significantly but may also prompt consumers to unsubscribe or directly blacklist you.