Email Marketing is one of the top marketing channels that drive the most sales. Therefore, many companies choose this strategy to reach their customers. As competition is increasing, it is necessary to develop its own campaigns to maintain contact with the public.
Therefore, to increase the Email Marketing conversion rate, you need to follow a few rules. The language, title and even frequency of submissions can all be important in the purchase decision.
Email Marketing Conversion Rate: What to do to increase?
Create a quality email list
It’s useless having a large email list if only a few subscribers get involved with the content. You may want to keep updating the lists and add new contacts who really want to receive your communications.
Improve your list by taking advantage of sending emails to current subscribers. Also, please contact inactive subscribers again by sending an attractive offer to get them interested in your brand again. You’ll find that your Email Marketing conversion rate will increase.
Target your audience
This is one of the most important points in any marketing channel. Consumers are increasingly selective and therefore will not respond to all email campaigns. If they start receiving a lot of relevant emails, the cancellation rate will increase. That’s why it’s so important to target the audience and send appropriate content to each group.
Customize your emails
Personalization is increasingly important. In addition to providing quality content, add a personal touch to emails to increase open and click through rates. This is possible through automation, which helps to send more personalized messages, improving the impact of email campaigns.
Consider buying process
Knowing the target audience is not enough; you also need to know what the customer buying process is like. This is the only way to send relevant content at the right time.
The buying process is the consumer’s path from acknowledging their problem to deciding to buy the product. Email marketing should lead the person to the next step.
Set frequency of sent emails
Beware of excess messages sent as people will get bored and unsubscribe. Similarly, sending fewer emails can make people less involved with your brand. This will lower your Email Marketing conversion rate. Therefore, set the frequency of sent emails and keep this pace.
Also keep in mind the day and time of submission, as there are times when people will be more likely to engage with the brand. To do this, it’s good to do tests and see when your audience interacts the most.
Choose a good pre-header
The pre-header of the email is the first thing the subscriber reads. So you can set the email open rate, whether people will decide to open or not.
Therefore, you must use the email pre-header to get attention. Try to arouse people’s curiosity by having them open the content to see what it is about.
Remember that the pre-header must be short to appear on mobile devices.
Include links and CTAs
To help the person with the buying process, include links in your text that point to a product page, blog article, or other relevant destination. Also use social media buttons to increase brand awareness.
Most importantly, add at least one call to action (CTA). It is a button that encourages the person to take action, for example, “download”. To highlight your call to action:
- Use a contrasting color;
- Position it in a strategic location;
- Its size should be larger than the other elements of the email;
- Try using a 3D effect.
Avoid using generic terms such as “click here”. You may want to be more transparent, making it clear what the reader will see when you click the button.
Track the results
We’ll never know if there will be an Email Marketing conversion rate if we don’t analyze the results. This will let you know what should be changed in your strategy. For example, if the open rate is lower than normal, identify the email subject as this element probably needs to change.