Email marketing is an essential tool for any business interested in employing Internet marketing techniques to improve customer retention and improve conversion rates. As an affordable method of Internet marketing, this medium is poised to provide profitable gains to businesses that use them effectively.
The keyword here is “effectively.” For your direct marketing efforts to be successful, your email conversion rate has to be high enough so that you’re generating more revenue than what you are putting into the marketing campaign. With growth and increased sales in mind, here are a couple strategies for increasing your email conversions.
Provide Personalized Incentives
Many people receive a large volume of emails a day, and many of these emails are coming from competing businesses with email marketing campaigns of their own. To address this competition, you must appeal to the customers on your mailing list, preferably in an immediate way. Clear, concise, and inviting subject lines along with promotions based on previous viewing or ordering history are more likely to attract engagement.
You’ll need to understand your customers’ shopping habits, their interests, and needs so you can craft emails that are relevant to their lives. Once you’ve pique their interest, you need strong incentives within the email to encourage them to shop, such as coupons, limited sales, special offers, and other encouraging deals. Make sure your messages are simple and direct, and don’t be afraid to cut to the chase. Keep those email conversions up with clear calls to action.
Optimize for Different Devices
People read their emails on many different devices, such as PCs, laptops, tablets, and smartphones. In fact, mobile devices like smartphones are the most popular devices for checking daily emails. As such, your emails should be optimized to be read on any device, and most importantly, make sure they read well on mobile screens. Going forward, the plurality of online shoppers who utilize their smartphones is only growing, so make sure your landing pages and online stores are optimized for mobile devices as well. The more devices you can support, the more customers you are taking in, which results in a higher email conversion rate.
To get your email conversions up, you need to constantly optimize your email campaigns to make sure they are as effective as possible. One of the ways of doing this is using A/B testing, which is a popular method for testing marketing emails. With A/B testing, you send out two types of emails to your customers and determine which performs the best. With this method, you can test by subject line, content, format, text style, call to action, landing page, and other important parameters.
Be sure to constantly monitor your email open rates, bounce rates, and click-through rates so you can see what is working and what isn’t.
There are times when an email marketing campaign is not working, and you have to pull the plug before spending too much money on it. However, you do have to allow the time for experimentation and optimization. Additionally, it may take time for customers to interact with emails before they finally make a purchase. Keep after customers with the products they love and deals they can’t refuse and don’t give up! If you’ve done your due diligence, those email conversions should increase.