Crafting Compelling Email Content: Tips and Examples to Increase Engagement and Conversions

Email is at the core of lead generation and digital marketing for most companies in the 20th century. So much of a company’s business relates to online enterprises, from marketing and advertisement, to e-commerce and sales. Having an online presence, especially through email content marketing, is crucial to capitalize on an effective and powerful digital outreach method.

Finding leads and clients is important for any business, regardless of industry. Often times social media is the popular choice for digital marketing and outreach; however, with an industry such as fintech, other methods of outreach, such as digital email marketing, can be more effective. So how can a company effectively utilize email content within their marketing to increase engagement and conversion for their financial product or service?

1. Write Irresistible Subject Lines
   When sifting through a flooded email inbox, oftentimes, users may automatically delete or skip marketing content. Email can often bog down a consumer, and reading through hundreds of emails, especially marketing emails from companies, can be difficult, annoying, or simply a waste of time. In order to stop and make a consumer read one’s email, it has to stand out to them more than the hundreds of emails already sitting in their inbox. This email must have an irresistible subject line that grabs their attention within seconds of reading the subject line. The subject line is a company’s first and oftentimes only opportunity to make a good first impression and help the email stand out in a crowded inbox. When it’s well-crafted, the subject line can be one of the most important factors leading to higher open rates. So what makes a good subject line? The best ones are often short and clear, giving just enough information to leave your reader wanting more but not too much information to bog them down.
2. Optimize the Preview Text
   The preview text can often be an aspect of emails that companies tend to overlook. However, when used strategically, the preview text can offer a great opportunity to give recipients a taste of what the email content will be like. This can give them the ability to delete or skip the email if they are not interested, or better yet, be enticed into clicking on the email and reading further. Using this element to tell readers what deals or information they’ll find can be extremely valuable, often nudging them toward opening the email instead of moving on to the next.
3. Create a Polished, Mobile-friendly Email Design
   When it comes to email marketing content, what a fintech say is equally as important as how a fintech says it. If the information in one’s email is difficult to understand and consume, recipients may often decide to click away and move on to the next email. Simple, eye-catching email design is crucial for customer engagement. Making sure that the email format is simple and easy to follow will encourage subscribers to read through your entire email. Optimizing the text for mobile will ensure that it is easy to read on any device or screen size.
4. Make the CTA Prominent
   The call to action (CTA) is often one of the most important elements to email marketing strategy as it helps increase engagement with the email. By asking for a user to book a call, click on a website link, or submit feedback through a survey, a fintech can gather more information from a user to determine their following actions. If the goal of an email is for a consumer to demonstrate a certain action, as listed above, then the CTA marketing content must be engaging, simple, and well-written in order to attract customers and get them to complete the action that the company wants them to complete.
5. Segment your Email List
   Once the email is designed and ready to be sent, figuring out who to send the email to is the next challenge. Finding which consumers would be more likely to engage with one’s email can be difficult; however, once these consumers are found, a fintech can send emails tailored to their interests and current stage in the customer journey. Segmenting one’s target audience is important to ensure that only relevant consumers are receiving information. This prevents a fintech from wasting time on unqualified consumers and utilizing resources for potential customers that are more relevant and likely to produce higher open rates and results.Consumers can be segmented based on:
   • Demographic data (e.g., location, age range, gender, and industry)
   • Customer type (e.g., new customer, frequent customer, and free trial subscriber)
   • Level of engagement (e.g., engaged users and inactive users)
   • Purchase or activity history (e.g., last purchase, recently viewed items/services on your website, etc.)

   This way, a company is able to create better-personalized email content for every segmented category in order to ensure better open rates and a higher percentage of click throughs to the designated CTA assigned by the company.