A guide to creating a high-performance email

Incorporating email marketing into the business strategy means positioning the company in a good position compared to the competition and improving customer relations. Its success lies in sending emails to a previously organised list of contacts. Within this practice is the high performance email or email. This is characterised by sending emails optimised to its maximum level to achieve an impact on leads. It is a communication channel adapted to any user and situation. In other words, it is the professional use of emailing.

In Inbound Marketing, it is essential to provide a good experience to subscribers. Therefore, this emailing is focused on the needs, trends and preferences of users. The quality of the content and its design must stand out from the rest to stand out and receive a higher rate of opening and clicks. Similarly, the objectives of the marketing campaign must be clear to be achieved. There are several tools to create an email marketing strategy. HubSpot offers a marketing software that brings together different functionalities for the mailing.

why are high performance emails important?

Checking email has become an everyday task for most people. Therefore, incorporating it into a business model is highly beneficial. To get the most out of it, you should create high-performance emails. Thanks to this platform that allows integration with other channels, you will improve your company's ROI. High-performance emails focus on optimising the fundamental parts of an email to get leads to take the desired action. In addition, it offers the following advantages:

• Increased lead conversion.
• Improved ROI.
• Lower investment.
• Greater customer-company relationship.
• Customer loyalty.

How to create a performance email

1. Define your objectives

The first step is to define the objectives you intend to achieve with the email marketing campaign. It is important to determine the intention in order to know what exactly to communicate. For example, a loyalty campaign would not require the same actions as the dissemination of a new product or service. It is recommended that the objective is SMART. To do this, it should be as follows:

• Specific: The objective should be focused on a concrete result. By clearly specifying the goal, errors in the strategy can be avoided.
• Measurable: The objectives should be measurable, which will allow for automated evaluation and to check its success or failure.
• Achievable: The objective must be adapted to the possibilities, limitations and economy of the company.
• Realistic: The objectives must make sense and fit in with the rest of the marketing actions.
• Time-bound: The objective should be limited in time, i.e. it should be planned for a specific period of time and efforts should be focused within this period.

2. Decide on the recipients of your mailing

Once the objectives of the email marketing campaign are clear, it is important to decide who the recipients will be. If the company has an adequate database, professionals will save time by using segmented contact lists. A high-performance email should have the right content for each moment. To do this, it is advisable to be guided by the buyer's journey.

3. Choose a useful subject line

To get recipients to open the email, it is essential to write a subject line that engages the user. The subject line has a big impact on the conversion rate. It also provides information about the type of messages that catch the attention of your subscribers. It is recommended to keep it short as many users use email from their mobile device. Therefore, fewer characters are displayed. You should avoid words like free or discount to avoid falling into the spam folder. Here are some keys to creating the right subject line:

• Evaluate your contacts' likes and dislikes with A/B testing of subject lines.
• Personalise the subject line with the contact or company name.
• Your content should be clear, direct, brief and use a pleasant tone.

4. Keep it simple

A high-performance email aims to gain the recipient's trust, which is why emails should use simple, colloquial language. Showing the human side of the company will add value to the email.

5. Create valuable content

If you manage to get the recipient to open the email, you must retain them by capturing their attention. That is, offer valuable content that serves as a guide to perform a desired marketing action. For your message to have value, it must be written with the initial objective in mind. It must make sense, be clear and accessible to anyone.

6. Take care of the wording

The wording of the email is decisive for its success. To write an email that captures the reader and transmits confidence, it must contain:

• Key words.
• Bullets or images.
• Eye-catching headings.
• Short paragraphs.

The format of an email gives little space so the information must be correctly ordered and arranged for reading.

7. Include a CTA

Optimising an email means increasing lead conversions. Calls to action are a useful and effective tool to achieve this. These should be incorporated into the body of the email with a meaningful and appealing design.

8. Check for mistakes

An oversight in the creation of the email could cause you to lose subscribers. It is advisable to make sure that there are no spelling or content errors before sending the email. This is achieved by going to Preview to make checks.

what does a high performance email design look like?

A high-performing email must meet a number of visual and communicative characteristics to achieve its goal. Here are some recommendations:

• Eye-catching subject line
• Short and concise content.
• Friendly and colloquial tone.
• Incorporate images.
• Careful design.

Tips when sending high-performance emails

1. Use useful designs and templates

The design and template of your email will define the message you want to convey. Predefined templates will save you time and strengthen the brand image. Simple designs are more versatile, clear and direct.

The template should be aligned with the brand, i.e. it should blend in with the rest of the website, blog or social media designs. Similarly, the footer of the template should include contact information and social media profiles so that the user can contact you by any means.

2. Include CAN-SPAM regulations

This is a set of rules and requirements for commercial emails and your business must comply with it by including the company name, physical address, state, province and opt-out option.