Email is one of the oldest, yet most effective marketing tools still used by businesses and professionals alike. On average, for every dollar spent on your email marketing campaign, you should be earning $40, which translates to 4,000% ROI on average.
Your email campaigns can be effective at targeting all types of audiences, but your email campaigns are only effective if you’re able to convert your audience, and your audience has to open those emails to be able to covert.
How to Calculate Your Conversion Rate
First, you want to take a look at your current conversion rate. To do that, you need to divide the number of customers who followed through with your call to action by the number of successfully delivered emails. Once you have that number, divide it by 100.
There’s no exact number that determines if your email conversion rates are reasonable, and it all depends on the industry you’re in. Look at the industry average and make it a goal to always stay above that number. If your conversion rate is low, you likely need to look at your email campaign and do an overhaul.
How to Increase Your Email Conversion Rate
Your email campaign needs to be compelling and personalized to your audience to help increase your email open rate and enhance your brand identity. Here are 8 tips that will help you improve your email conversion rate.
1. Optimize the Subject Line
The subject line is the first impression on your customer when they receive your email, and its effectiveness decides the open rates. You want to be creative and captivating and ensure your email is click-worthy. To increase your open rates, make sure to:
- Personalize the subject by using their name
- Drive curiosity by asking questions
- Create a sense of urgency
- Include discounts or deals using numbers
2. Mobile Optimization
Almost 50% of all emails are opened on a mobile device, so you must ensure your email is designed to be mobile-friendly. Most customers will choose to delete an email if it doesn’t open on their phone. Here are a few design tips for mobile-friendly designs:
- Use small image sizes for faster load times
- Use single-column layouts
- Keep your subject lines short
- Have a call to action button that is well-defined
- Use copy that is concise for easy readability
Segmentation will allow you to customize your groups of customers by their interests and characteristics to help ensure your send the right emails to the right people. By separating your customers by demographics, purchase history, and browsing activity, you make your emails more relevant and, in turn, increase the open and conversion rates.
4. Automate Drip Campaigns
Automated drip campaigns are built to send emails to your customers at intervals after the user has done a specific action on your website. The automated emails help keep your brand fresh in their mind and can impact increasing your conversion rates.
Automated drip emails, although automated, can be personalized and engaging. Automated campaigns send an email at just the right time and feel like a personalized message.
5. A/B Testing
A/B testing is when you create more than one variation of your email to send to your customers and analyze each email type’s open and conversion rates. This testing can provide valuable insights into the email campaign that works best for your target audience.
Each person is different, and what may work for one group may work for another. Utilizing A/B testing with segmentation can help you ensure you’re sending optimized emails based on demographics.
6. Strong Call to Action
In an email campaign, you’re highlighting solutions for common issues your customers may be facing. You want to include calls to action throughout the email, which increases your customer’s curiosity. Email campaigns are designed for skimming and should be straight to the point, and including a strong call to action can point them in the right direction.
Additionally, customers are naturally attracted to rewards. If following through with a CTA button is rewarding, customers would likely follow through. Entice your customer with following through with a call to action by offering a coupon or a discount. A/B testing can be used in this scenario to see what your customers prefer regarding rewards.
7. Streamline the Checkout Process
Drafting compelling emails is just as crucial as the post-click experience. If your email campaign entices customers to purchase a product, you need to ensure your checkout process is user-friendly and fast. Customers will quickly abandon the purchase if the load times are long and there is a complex checkout process.