As a digital marketer, email is one of the best channels that has tremendous return on investment and customer reach. Email marketers strive towards increasing conversion rates. Here are some actionable strategies you can follow to increase your email marketing conversion rates.
What Is Email Marketing Conversion Rate?
In email marketing, a conversion rate denotes the number of customers who take the action specified in your email campaign. Let’s say you sent out an email campaign with an offer to 1000 customers. If out of the 1000 customers, 100 customers avail the offer and make a purchase, your conversion rate is 10%.
How to Boost Your Conversion Rate
Now that you know what it is, how can you improve yours? The following tips will help you get more customers to take action after receiving your email.
1. Pay Attention to Other Metrics
Before getting to improving conversion rates, you also need to pay attention to metrics that indicate if your emails are getting delivered and if they are getting opened. These metrics need to be at rates on par with benchmarks, before you tweak factors related to your conversion rate. If your emails are not getting delivered, perhaps you have email addresses that are no longer valid, so you might want to clean up your email list first. If your open rates are low, perhaps your subject lines are not engaging enough to encourage customers to open your email.
2. Use Engaging Subject lines
Having an engaging subject line will lead to the customers opening your email in the first place. The subject line should be crisp and convey the crux of your email. It should invoke curiosity and engage the customer. If you are using promotional offers, the subject line should convey a sense of urgency. Additionally, the subject lines should be short enough that they can be read with ease on a mobile device.
3. Segment Your Email List
Segmenting your email list helps you target your campaigns according to your buyer persona and send it to the right customers who are likely to convert. Segmentation is grouping your email list into different categories based on a set of parameters such as demographics, geography, purchasing patterns, spend level, preferred products, etc. A segmented email list helps in sending relevant offers to customers.
4. Use Personalization
With advanced data mining technology available, you can easily personalize your emails. Personalizing emails based on name, location, special occasions, past purchases are great ways to create touchpoints with customers and create a sense of familiarity with your brand.
5. Have a Clear Call to Action
Having a prominent and clear call to action in your email can prevent the user from glossing over it. Ensure that the call to action is visible and clearly convey the action the customer should be performing next (redeem offer, shop, etc), which is the whole point of your email campaign.
6. Optimize for Mobile
More than 50% of internet traffic comes from mobile. Therefore, it is important that your email campaign is optimized for mobile, promoting your brand as well as resulting in a good user experience. The design of your email should be responsive and the text should be large enough to read well on multiple devices.
7. Run A/B Tests
If you’re not sure about an email design layout or copy, perform A/B testing or split testing to understand which version works better. Split testing is a method of testing where one version of the email is sent to a group of users and the other version to another group of users. When you perform A/B testing, make sure that you change only one variable while keeping the rest constant to get reliable results. A/B testing is a data driven approach to improve your conversion rate.
8. Streamline Your Email List
Use double opt-ins to streamline your email list to include subscribers who really mean to subscribe to your email list. Having engaged subscribers will increase your conversion rates. Make it easy for customers to unsubscribe from your email list so that you have a healthy email list.
9. Deliver Value
You should deliver value each time you reach out to your customer, so that they don’t unsubscribe or mark your email as spam. Send emails sparingly and when you do, you must make sure that your emails are engaging and add value to the customer. You can also get feedback from customers who have unsubscribed to understand how you should change your email marketing strategy.
By paying attention to the factors mentioned above you can definitely improve your email marketing conversion rates. Finally, if you have customers on your list who are not engaged, you can reach out to them with re-engagement campaigns, increasing your conversion rates.