Email marketing has been the rage for quite sometime now, as it is one of the most effective strategies to help businesses engage their customers and boost their conversions. Email conversion rate plays a huge role in increasing sales, and provides a massive ROI.
However, if you do not develop the right strategy for email marketing, you could end up wasting a lot of time and effort on email marketing.
There are many factors that go into creating a good email conversion rate. The quality and engagement of your email list and your email marketing campaign strategy are some of these. It is thus highly essential that you optimise your email marketing campaigns in a way that boosts your email conversion rates.
In this post, we are going to share with you some of the best tips that will help increase your email click through rates, and thus greatly improve your conversions through email.
Ready to dive in? Let’s start!
When you are trying to get people to buy a product or service that they might be interested in, it is not enough to just send them to your homepage or a general page from your email. That’s not a great move, especially when you’re not happy with your conversion rates, and are trying to improve them somehow.
A well planned email marketing campaign should lead customers to an exclusive landing page that is designed for the offer in the campaign, and acts as an extension of your email campaign. It should educate your readers more about the product or service you are offering them, and answer any questions that may have regarding the offer.
The type of landing page would typically vary depending upon the kind of email you are sending out to your list. For example, if you are sending a cart abandonment email, you should link to the page where the email recipient left his or her shopping cart incomplete. But rather than just sending them to the same page they may have left when they were considering making a purchase, you need to design a landing page that conveys to them clearly what you expect them to do.
Just a simple line such as “Pick up where you left off..” at the beginning will tell customers clearly what you expect them to do, and will help them complete the purchase smoothly if they choose to. This will greatly reduce the bounce rate on your landing pages.
A dedicated landing page also allows you to offer exclusive deals, which could get your customers off the fence if they are still hesitating to make the purchase. Unless you personalise your emails and landing page to a certain extent, your customers will not be enticed to stay on your page.
If your subject line doesn’t persuade your audience to open your emails, then you whole campaign is going to fail miserably. Take the time to create well-thought out and catchy subject lines that create just enough curiosity for your audience to open your emails. You can even split test your subject lines to find the type that has the best response from your audience.
Although it is good to get a little creative with your subject lines and keep some level of curiosity in them, remember to be a little specific and direct when writing your subject lines. Limit the length of your subject lines and avoid spammy words that may put off your audience.
Visuals can support and enhance your email campaigns greatly. Visuals can engage and inform people better than plain text, and thus has a direct impact on the conversion rate. Use images, infographics or even diagrams in your emails and landing pages. Something as simple as an emoji or a gif can greatly improve engagement.
Other options for imagery are stock photos, illustrations, and infographics that pack in tons of valuable information in an easy-to-digest form. There are tons of stock image websites as well as online free tools to help you design these graphics.
Your images should deliver the message instantly and have a clear call to action.
Using different colours to deliver your message can make your campaigns more effective. Each colour in marketing evokes a kind of emotion in your reader, so you need to design your images depending on what you want to make your reader feel.
This will definitely help you increase your conversion rate.
We cannot stress enough how important it is to be clear on your calls-to-action. Telling your customers what you expect them to do will greatly improve your conversion rates.
People generally respond to a call-to-action (CTA) since it tells them clearly what they need to be doing as the next step. You can either guide them towards making a purchase, or lead them further down the sales funnel through CTAs in your emails.
Ensure that your CTA is strong, crystal clear, and brief. Most of all, your CTA should be actionable - people need to know what needs to be done next rather than trying to figure it out by themselves.
Personalising your CTAs are even more helpful in increasing your conversion rate. They are, in some cases, known to improve conversion rate by 200%! Thus, it is crucial to take your time and plan out your CTAs, customising them according to the location or interests of your audience.
Creating a sense of urgency by imposing time limited offers or flash sales will help your customers make a purchase sooner or take a desired action more quickly. Something as simple as adding a countdown timer to your email will help customers reach their decision sooner.
Another great method is to use scarcity marketing. You could offer the first 100 purchasers a special discount so that customers are given a chance to save some money by making a quicker decision.
When you study your audience more deeply, you will be able to personalise your email campaigns. Gathering more data about the different customer profiles of your business will help you tailor your email content to them.
Information like your customer’s location, demographics, and gender, can be easily collected in order to segment your list and send more relevant information to them.
Personalisation can range from simply mentioning the person’s name in the email to more advanced personalisation. People feel like the company cares for them if they receive emails that cater to their needs. You can also serve them better if you know exactly what their problems are and send them personalised solutions.
The frequency of your emails plays a crucial role in the engagement of your email list. If your frequency is too high, people may find your emails spammy and unsubscribe from your list. This, however, may not be the case if your audience feels like you are delivering high quality email content in their inboxes.
Too infrequent emails would cause your subscribers to lose interest and unsubscribe. It is therefore crucial for your to understand your customers’ behaviour and decide upon the right frequency of emails to send out.
Each business is different, and every segment of your audience may respond differently to different frequencies of emails. You need to constantly monitor your open rates and unsubscribe rates so that you know where you stand and are able to make changes to the number of emails you send out regularly.
Other important factors to keep in mind while setting the frequency of your emails are your business goals, sales funnels, customer lifecycle, and audience segmentation. Test out different email frequencies to figure out what works best for your audience.
It is important to keep an eye on metrics such as your email deliverability, open rates, click through rates, etc. so that you know how well your email campaigns are working.
You must clean out your email list regularly so that you can remove all emails that are invalid or not active, and keep up your open rates and email deliverability. Having a clean and engaged email list is better than having a huge email list with poor metrics.
Low open rates are a sure sign that you need to scrub your email list. However, if your open rates are high but your click through rates and conversion rates are low, you may have to rethink your email marketing strategy.
Another great way to improve your conversion rates is to split test your email campaigns. Try out different subject lines, different types of copy or images in your emails, and see which ones have the better response.
Compare them and figure out what changes you need to make.It could be as simple as slightly tweaking your CTA.
We hope you find these tips useful as you work towards skyrocketing your email conversion rates!