1.以醒目的主题开头

First impressions matter, and the subject line is arguably the most critical element of your email, as the first thing email recipients see. 关于 三分之二的电子邮件收件人 (64%) decide to open emails or not based on their subject lines. 

主题行如何为整封邮件定下基调，会极大地影响邮件的打开率和整体效果。开头的主题行和副标题要能引起受众的兴趣共鸣并鼓励他们继续阅读，这样才能立即吸引受众并与他们互动。

主题行是您的钩子：简短、醒目、吸引眼球。副标题或在inbox 预览中显示在主题行之后的一行，可提供更多的背景信息并说服读者打开邮件。

选择清晰而非巧妙

虽然巧妙的表达方式可以吸引读者的注意，但你必须确保读者能够理解你的信息。清晰、直接的主题行往往胜过含糊其辞或过于巧妙、无法立即传达邮件内容的主题行。

个性化定制主题行

Including the recipient’s name or other personal details can make the email feel more tailored and relevant, and more likely to be opened. A subject line is more likely to resonate personally with the recipient if it addresses them directly, or hints at how it’s specifically relevant to them. 

2.用引人入胜的视觉效果打破单调乏味的氛围

Incorporating visuals into your emails isn’t just about aesthetic appeal; it's a strategic move to enhance readability and engagement. Large blocks of text can be overwhelming and may lead to a lower read-through rate. Breaking up text with visuals can keep the reader interested and guide them through the content in a more digestible manner. 

以下是将视觉效果有效融入电子邮件的一些最佳实践campaigns ：

使用醒目的第一视觉效果

Pull readers in with a first visual that grabs their attention and encourages them to keep reading. Complement the first impression established by your subject line and subheading with a strong visual cue that gives additional context. Convey emotions, reinforce your message, or strengthen your branding with a well-chosen image that aligns with the email’s intent. 

重质不重量

Use high-quality visuals that look professional and are visually appealing. Using many poor-quality, irrelevant or off-brand images can negatively impact brand’s credibility, and have the opposite effect from what you want by losing the attention of your email recipients. Your visuals should complement and enhance your email’s message, not detract from it. 

同时，您也不希望用太多的视觉效果来喧宾夺主。在图片和文字之间取得平衡，这样电子邮件仍然易于扫描和阅读，而不会被其中的一种或另一种所淹没。

优化加载时间

大的图片文件会减慢电子邮件的加载速度，或导致您的电子邮件被截断，这可能会让收件人感到沮丧，并导致更高的放弃率或删除率。在不影响质量的前提下优化图片大小。

包含alt文本以实现无障碍访问

并非所有电子邮件客户端都会默认显示图片，有些用户可能会使用屏幕阅读器。请为所有图片使用描述性的alt文本，以正确传达您的信息，即使视觉效果没有按照您的意图显示。

3.通过可操作的 CTA 吸引读者采取行动

每封营销电子邮件都旨在通过 "行动呼吁"（CTA）将兴趣转化为预期行动。您的 CTA 是电子邮件成功与否的关键，它衡量着您的电子邮件说服读者采取行动的程度。有说服力的 CTA 的力量在于它能将被动的读者转化为主动的参与者，从而推动转化率并实现电子邮件营销活动的最终目标。

制作一个能引起共鸣并促使人们采取行动的 CTA，需要将清晰度、紧迫性和相关性融为一体。以下是一些制作不容忽视的 CTA 的提示和技巧：

明确而直接

Your CTA should leave no room for ambiguity about what you want the reader to do. Keep it short and sweet, as a lengthy CTA can lose the reader’s interest. For example, copy like “Start Your Free Trial,” “Get 50% Off,” and “Download the Report” reads clearly as to what the reader gets from clicking on your CTA. 

通过对比突出你的 CTA

使用与电子邮件设计其他部分形成鲜明对比的颜色来突出 CTA 按钮或链接。这种视觉区分会吸引读者注意 CTA。

与电子邮件内容保持一致

您的 CTA 应与电子邮件内容的其他部分自然衔接，让读者感觉下一步是顺理成章的。例如，如果您的电子邮件是关于一款名为 "Magic Canvas "的新软件功能，那么 CTA 可以是 "立即试用 Magic Canvas"。

4.利用客户数据制作个性化电子邮件

In an age where attention spans are seemingly shorter than ever, email content needs to hit a sweet spot between brevity and engagement. We have to create messages that are clear enough to be understood at a glance, concise enough to be digestible, yet captivating enough to hold attention. 

Personalization is one way to make emails stand out, immediately relevant 到 recipient, and deliver more value with less effort. 

Personalized emails are tailored 到 recipient’s interests, preferences and behaviors, increasing the likelihood that they’ll engage and convert. They also improve the customer experience, as 客户的忠诚度更高 to brands that put in the effort to personalize their communications.  

Bird simplifies the personalization process by empowering you to leverage customer data in your email campaigns. With its user-friendly, drag-and-drop interface, you can design customized emails to send based on customer variables such as purchase history, browsing behavior, and personal preferences. 

与电子商务平台整合，实现更高级别的个性化服务

连接您的email marketing campaigns to your e-commerce storefronts such as Shopify or WooCommerce unlocks massive opportunities for customization, such as: 

• 自动细分受众: Create highly targeted email campaigns based on customer’s purchasing history, preferences, or engagement levels. 

• 动态内容插入: Automatically include products, offers, and content relevant to each individual recipient based on their data.

• 基于触发器的电子邮件： Send automated emails based on specific customer actions, like abandoning a cart or browsing a particular product category..

5.通过细分更准确地定位受众

如果电子邮件针对的是正确的人群，其转化率会更高。每次都能接触到正确受众的一种方法是使用细分：根据人口统计、购买行为或参与程度等特定标准将受众划分为更小的群体的过程。通过针对这些细分群体提供量身定制的内容，您可以大大提高针对每个受众的电子邮件的相关性和有效性。

使用受众生成器细分客户群

In order to segment your audiences, find a granular audience builder like Bird that can pull in data from e-commerce platforms like Shopify. This integration allows you to access a wealth of customer data to then target audiences based on preference, purchasing history, location, and more. For example, you could create segments of customers who frequently purchase certain products, or those with high lifetime value, or customers who have high click-through rates. 

Through segmentation, you can send emails that hit the mark every time, fostering a stronger connection with your customers and driving conversion rates. 

6.通过自动化和序列毫不费力地培育潜在客户

作为电子邮件营销人员，您的职责是引导客户完成从最初了解您的品牌到最终购买的买家之旅。在这一过程中，自动化和电子邮件序列是必不可少的工具，通过在正确的时间向客户提供正确的信息，有条不紊地培养潜在客户。

结构合理的电子邮件序列就像一个指南，引导潜在客户经历营销漏斗的每个阶段--认知、考虑和决策。在每个阶段，您的电子邮件内容都应符合潜在客户的心态和需求：

• 认识: Introduce your brand and provide valuable content that addresses the initial interests or pain points of your leads.

• 考虑因素: Offer more detailed information about your products or services, highlighting benefits and differentiators.

• 决定: Present compelling calls to action, customer testimonials, or special offers to encourage the final step of making a purchase.

如何创建Email Marketing 漏斗 101

创建一个有效的email marketing 漏斗需要进行规划并了解受众的需求。以下是一个基本纲要：

1. 识别 your audience.

2. 分段 your audience.

3. 制定明确的目标 for each stage.

4. 裁缝 content that speaks to your audience at each stage.

5. Automate your sequences to send on a schedule.

6. 测试和优化 your email sequences for better engagement.

   
   
   

请记住，一个执行良好的email marketing 漏斗不仅能促进销售，还能通过提供每一步的价值来建立关系。通过自动化这一流程，您可以持续、高效地培育潜在客户，提高转化的可能性，同时节省宝贵的时间和资源。