Email marketing is not art and science like many claim, it’s math, art, and psychology. Creating and maintaining a successful email marketing campaign is more important today than ever before. In fact, 74% of online adults say email is their preferred method of commercial communication according to Digital Inbox. To increase email conversion rates one has to combine elements of:
- ART – creates the perfect design, pleasing to the eye and easy to convert
- MATH – Measure results, A|B test, optimize
- PSYCHOLOGY – Relevant content, educational, pleasing
Here are 4 Tips to Increase Email Conversion Rates that you can easily apply to your email marketing efforts:
1. Time it Correctly
Timing is one of the most important variables in email optimization, but one that is “frequently” forgotten. When should I send the email 2 or 5 days after sign up, 30 or 45 days after a purchase? How often should the emails be sent to each individual? The answers to these questions can only be answered with trial and error. Although there might be some benchmarks circulating around the Internet, I believe their specific to each business and customer.
It’s actually quite simple to test frequency and timing. As for when should the email arrive, the answer lies in the customer’s contact history. When did he opened the last email? How long did it take him to open the email after it was sent? By using this information, one can time better each campaign and improve email conversion rates.
2. A Clear Call to Action
What do you want your customers to do? All the templates we create have colorful buttons with shadows highlighting the place where we want people to click. This button should have a risk-free beneficial offer and a clear message of where the client will go if they click. Email optimization continues into what the landing page, but that’s a topic for another post. It is important that the call to action button is one of the first things the person sees and it is displayed in various locations across the email template.
3. Be relevant, useful, and engaging
Customers are now more sensitive to the real estate they have in their inboxes. Too many offer emails or other emails that annoy people and soon your conversation ends. You’re unsubscribed and even worst, marked as spam. Now that you’ve sent the email at a time you believe the person is receptive to your message, you have to send them something they’ll consume and click. Base your conversation on product interests, typical cross-sell opportunities, contact history and you will deliver a message that fits the recipient.
It is good practice to separate the communication pieces into three: promotional, educational, and branded. Promotional are offers you send to consumers. The purpose of this piece is simply to convert the customer to purchase your widget. Once a customer has either expressed interest or bought a certain product, educational content helps educate the consumer about various things about the new widget they received. Finally, branded content are indirectly related to your organization: contests, useful links, social sharing, videos, etc.
4. Subject Lines, “Teasers”, and Headlines
It’s no surprise and everyone who has worked on email marketing campaigns knows that a slight change in the subject line can increase open rates significantly. Again, the only way to find out which one works best is to run experiments. You can even fine tune by running multivariate tests to determine the best subject lines for different segments. But improving open rates is not all about timing or subject lines, there’s the teaser. This is the content that is first read by email clients and it usually occupies part of the real estate in your inbox, see below.
Headlines are the first things a person will read when they open an email. Like every good writer, it is very important to persuade the person to read further, find more info, or buy. These headlines help the person browse through your message quicker to see if there is something of interest to the recipient. The design of the email templates
should make these headlines stand out in order to make it easy to browse and get information.
We’ve laid out 4 simple tips to increase email conversion rates that are easy to apply for your email campaigns. Each of these tips is based on art to design templates, math to measure results, and psychology to determine content that’s engaging for each individual. Time your messages and control your frequency to deliver your email campaigns at a time when the recipient wants to ready your message. All your campaigns should have a goal: download whitepaper, buy products, watch video and the Call to Action button should be obvious and visible across your template. Engage the customers, talk to them like if you were talking with them on the phone, and send useful content based on their wants and needs. Finally, fine tune those subject lines, teasers, and headlines to improve email conversion rates.
About the Author
Jaime Brugueras is a 10-year marketing analyst veteran and the co-founder of Mineful, a powerful marketing automation software where he collaborates on analytics and customer engagement with anyone interested. Reach Jaime via Twitter @brugueras or LinkedIn.