How to Improve Your Email Marketing Conversion Rate
Don’t believe the myth. Email marketing is still so far away from being dead. It remains one of the most cost-effective and highly profitable strategies most marketers rely on to take their business to the next level.
When it comes to email marketing, increasing its conversion rates should be a permanent goal in the mind of every savvy marketer. After all, you craft and send your prospects or subscribers emails to encourage them to perform your desired actions, right?
That being said, increasing your email marketing conversion rate isn’t a small feat. With so many emails being sent and received each day, it has become more and more challenging to get prospects to open your email, let alone to drive action with it.
The good news is that you can always dodge the bullet. Today, we’ll talk about some essential and actionable ways to improve your email marketing rates seamlessly.
#1. Optimize Emails for Mobile
Your prospects are always on mobile. It’s no surprise that at least 81% of all emails are now opened and read on mobile devices. That is the reason why you need to make your emails optimized for handheld devices.
Since your emails are most likely to be read on a smaller screen, you have to make sure that all elements you include in your emails are readable and nicely formatted. That way, you can help the prospect to understand your message better and encourage them to convert.
Here are some of the best practices to create a mobile-friendly email:
- Keep the subject line short and concise – so it’s properly displayed (30-35 characters maximum)
- Reduce media (attachments) sizes to shorten the load time
- Write short email copy with a lot of white space and larger fonts for easy reading
- Avoid including links. Use CTA instead for maximum clickability
#2. Include Video Content
Email marketing conversions start with solid engagement. And to engage your prospects through emails, you need to provide them with content that speaks directly to them. We’re talking about videos here.
Emails’ click-through rate (CTR) can be improved by 300% just by incorporating video content in emails. By including short and straightforward videos (i.e. explainer videos, sales pitch videos, how-to videos, or customer testimonial videos) you also have a higher chance to make your offers even more trustworthy.
The more trustworthy your messages are, the more prospects want to take action.
Not to mention that videos can help you convey your message much more effectively. So, you don’t have to write heavy-text emails and overwhelm your prospects with them.
However, make sure you create and send a professional-looking video. You can work with video production companies to help you craft your email marketing videos. Don’t worry. Even if you’re on a high budget, there’s always a professional video production with outstanding results that you can work with.
#3. Don’t Forget the CTA
One of the most common and hugely harmful email marketing mistakes many marketers make is forgetting to add a call-to-action (CTA). Sending emails to your prospects without any CTA is simply like fishing without a hook in a desert.
It’s almost impossible to encourage them to take action because you leave them hanging in the first place. Therefore, it’s crucial that you include one visible button that can take your prospects to your landing page or any site designed for conversions.
Also, avoid using overused CTAs that say ‘learn more,’ ‘click here,’ or ‘buy now.’ Your prospects have seen them way too often and they become boring. Try to personalize them as personalized CTAs convert 202% better than the default ones.
So, make sure to include CTAs with various messaging that pique your prospects’ interests and they can relate to.
#4. Offer Values and Benefits
No prospects ever really to be sold to — not through emails, especially. It means that crafting emails just to brag about your brand or your awesome product features and push prospects to buy it will not get you anywhere. You need to offer them value and benefits instead.
Your prospects couldn’t care less about the flashy features of your product or service. All they care about is the benefits they get when using it. When they know how your products or services help solve their problems and make their lives easier, it would be much easier for them to convert through your email marketing campaigns.
It’s crucial to craft emails that bring more value to your prospects and avoid hard-selling. It shows that you actually care about them and are willing to help them using your products.
#5. Opt for Segmentation
You can’t assume that a single product will appeal to every single person. It means that you can’t blast an email to offer a product to all your email lists. It’s simply ineffective.
Your prospects might have different preferences in some way. In this case, you can use email segmentation to group them based on their interests or characteristics.
You will need customer data and information like demographic and geographic attributes, purchase history, or browsing activity to create targeted, more relevant email marketing campaigns that are specifically designed for each segment.
That way, you can create and send emails to the right prospects at the right time. This, in turn, will lead to an increase in open rates and conversion rates.
#6. Automate It
Thanks to the internet. Now you can automate your email marketing so you don’t have to spend hours manually craft and sending mass emails – also reply to each email you have in your inbox.
Moreover, automated emails generate 320% more revenue than non-automated ones. You can effortlessly send an automated personalized email to an individual prospect so they feel more valued and extra special.
This email automation will be a perfect combo with email segmentation. By combining both of them, you will not only boost your email marketing conversion rates but also build a loyal customer base.
You can use an email marketing tool like Mailify to help you automate your email marketing campaigns and increase your revenue flawlessly. It also offers you in-depth reports and real-time monitoring, so you understand how well your email campaigns are performing.
Increasing email marketing conversion rates is so much more than blasting emails and crossing your fingers, hoping the prospect will open it and convert. You need some strategies to make sure that email marketing brings you conversions you’ve always dreamt of. With those six essential tips above, now you know what you need to do or even fix in your email marketing campaigns so that you can skyrocket your conversion rates to the moon.
About the Author
Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).
LinkedIn: Andre Oentoro