Emails continue to be marketers’ choice of a communication channel. Not just marketers, even customers prefer to have relevant emails and push notifications rather than frequent calls. This ofcourse lays down the need to optimize email marketing so that email conversion rate goes up. Thanks to customer-oriented marketing practices, now email marketing campaigns have become essentially personalized and targeted. When this is clubbed with relevant social engagement, drip push campaigns, lead behavior tracking, dynamic segmentation, and omnichannel marketing – the overall email conversion rates are bound to increase.
Despite the numbers, it still will not warrant for unwanted emails. In a recent survey by DMA Insights, almost 53% of consumers complained of receiving frequent irrelevant emails from companies.
Thanks to the evolution of email marketing technology and change in the buyer’s buying process, today a buyer goes through multiple touchpoints.It is no more a straight line. That is why marketers are working hard to create proper email workflows to keep them engaged and nurtured across all buying stages. The main challenge is not sending emails, but triggering good conversion rates.
If there is no conversion, what is the point of having an email campaign? Marketers can skip the step of redirecting customers to the website in order to complete a transaction or a purchase. This will help in improving the email conversion rate.
New practices are making way to get better average conversion rates. According to the survey mentioned above, 89% saw an increase in open rates after using emojis. The study also highlights how marketers are keener on personalized emails, videos, and quizzes in their email campaigns.
Best Practices To Increase Email Conversion Rate
Email marketing is here to stay, and marketers will have to adopt the best practices to boost their email conversion rates. Here are a few practices that can help you get a better email conversion rate.
1. Optimize Your Emails For Mobile Devices
It goes without saying that people spend more time on their mobile devices. According to recent studies, a majority of people check emails on their mobiles. Statistics say that over 55% of emails are opened on a mobile device.
Hence, if you are not optimizing your emails, you will lose out on potential leads. You must take caution that your images load properly, your links are working, and your interface does not get hampered from device to device.
2. No Jargons, please!
Your email campaign is not about pestering your subscribers, or worse, confusing them in the first go. If you are using a lot of jargons, you will not just sound fake and persuasive, but will also turn off your subscribers. Wooing your subscribers is not your end goal. Rather, building a trust through clarity is what you will focus on.
3. A/B Testing is a MUST
To know what is A/B testing, you can look up the Marketing Glossary.
A/B testing is testing out two variations of a same template or landing page to know which or what is causing more conversions. You divide your traffic between the two variations and analyze which one is giving your better output. If you are not satisfied, you can go ahead and create more variations, and keep testing.
A/B testing is helpful if you are looking to boost your conversion rate. You can test your email subject lines, the content, the offer you provided, the fonts, the call-to-action button, or maybe your signature. Every single detail can be tested to get a clear picture of what can stir conversions better.
Not just this, you can also test out the pages that you are redirecting your subscribers to from your email.
To carry out A/B tests, you can use Google Content Experiments. This comes built-in with Google Analytics. You can also try out Optimizely.
4. Placing the Elements in The Right Place
Your email is not just about the text you write. There are various elements that decide how your subscribers will react to them. The best practices better results are try placing your logo on the upper left-hand side of the email. Studies reveal that people instinctively first searches for the logo in this area. So, if you are looking for more visibility, the upper left-hand side is where your logo should be. After all, brand awareness is also very essential to trigger email conversion rates.
Next is the Call-To-Action Button. This is one of the most important elements in your email. If you CTA falls somewhere below the fold, more than 70% will not see it. Also, try to repeat your CT at least thrice in your email for better conversions and click-throughs.
It is better to keep the typefaces limited to two or maximum three. If you are cluttering your email, it is more likely to drive away your subscribers.
N.B.: You might ask how these will help in boosting email conversion rate. Well, let’s just say that without generating genuine leads, you cannot have conversions!
5. Create a Sales Funnel to Increase Email Conversion Rate
So, you asked your recipient to signup in the first go when they visit your website? *Red Alert*
You have worked hard to craft an email that will convince your subscribers to visit your website or landing page. Imposing the signup tag on them immediately will drive them away. What you need is a Sales Funnel.
When your subscribers visit your website after reading your email, they may not be completely ready to signup (or purchase). You need to give that time and scope to get convinced completely.
You can create free resources that can give them an idea of what they are signing up for, or maybe a preview, or some compelling reasons as to why they should signup. For instance, let’s say your email is about a travel package.
What can you do?
- Offer discounts for early birds.
- Give an option to modify the tour according to their wish.
- Provide an itinerary to download.
- Highlight some other packages too.
- Show some reviews of other users; here a sample Aritic PinPoint Review.
- Highlight images of those places.
- Offer to become their trusted guide in planning a personalized trip.
The idea is to offer a few valuable resources before pushing sales. You can offer a chat or a conversation over the phone.
Takeaway: Keep them engaged and continue to build a relationship. Only when they start trusting your brand will they decide to commit. And Alas! That won’t happen in a day.
Related Post: Best Practices to Create Compelling Subject Lines
6. Build Trust
Conversion is not a one-day wonder. You cannot send one email and expect to see a spike. You have to connect with your users in a way that they start trusting you.
While your emails should have a personalized feel, you will also need to ensure that your website has all of these:
- It should be easy to verify the accuracy of all the information you provide on your website.
- Make sure to provide a physical address to your website so that your visitors aren’t left doubtful of your existence.
- Highlight your expertise, the services you provide and how you do it; explicitly.
- Make it easy for your visitors to contact you.
- Work on your website design to give it a professional look and feel.
- The UI must be easy and useful.
- Avoid spell errors and factual errors.
Why should emails be personalized?
It is a psychological way to connect with your recipients. When you include the first name of your recipient in the subject line and the content, you initiate a one-on-one conversation. And exclusivity is something that triggers human brains. Your personalized signature below shows that you are not someone who is way beyond reach. Rather, they can just ping you with any questions. Personal attention goes a long way.
7. Use Auto-responders for Opt-ins
Your readers will not remember you by one email. Even if you argue that they have subscribed to get newsletters, it is more likely that they have forgotten. So, it is a good practice to set up an auto-responder. It will automatically remind people of their subscription to your channel. You must schedule it properly, like after a day the first email goes. Then after 5 days and later another one after 10 days. Also, each auto-responder email should contain some valuable resource, like a PDF or a whitepaper or any bonus material as a reward.
8. Communicate Clearly
Your email should have all the needed details about the product or services. Suppose you are introducing a new feature for your product. If your email doesn’t have any details about what that feature is about, how it will enhance their experience, whether any extra amount is needed or not, and some screenshots, the newsletter is just a waste.
You need to tell exactly what they will get in upgrading the product, and how great it will be. The screenshots or GIFs or a video will trigger visual response. Offer a free trial so that they are convinced of testing it out before paying or upgrading. If you just write down the value and the feature name, you are taking your subscribers for granted. Yes, they are using your product, and you have received good feedback. But that doesn’t mean you will skip talking it. COMMUNICATE clearly to avoid confusion, and get better conversions.
9. Redirect Subscribers to Website: Skip THIS
Yes. You read it right. If you need your users to make a transaction (like renewing a subscription, or paying a bill, etc.favor), you can include the option to start the transaction within your email itself. You can skip the step of redirecting them to your website where they will need to sign in and then go to the payment page, etc. Cutting it short will not just save time, it will also be hassle-free. This will work in favor. If you are reducing the hassles for your users, you are silently getting brownie points!
You can also include auto-fills when they reach the transaction page. All your users need to do is to just click on the ‘pay’ button and get going.
There are many more practices that you can adapt to increase your email conversion rate. Let us know what other practices have helped you in boosting your email conversion rate in a short span of time.