Business 2 Community – 5 Tactics for Boosting Email Conversion Rate
By: Business 2 Community
Batch-and-blast email campaigns have never been a good idea when it comes to creating strong customer relationships. But now that the consumer is king, with unprecedented control over what marketing gets her attention, companies really have to step up their efforts to develop more relevant, well-designed emails that maintain their power from the inbox to the website.
Reggie Brady, president of direct and email marketing consultancy Reggie Brady Marketing Solutions, points to a 2012 MarketingSherpa report that lists segmentation/targeting, landing pages, subject lines, calls-to-action, and personalization as the most effective testing techniques for driving program performance. Of these, she advises marketers spend time on segmentation/targeting, as it will have greater impact on relevance.
And while subject lines hold a place in any testing program, email marketing strategist Jeanne Jenningscautions against focusing too much on this element. “This is the ‘easy’ way to test,” she says, “but it’s unlikely to result in a big change in your conversion rate because the subject line is so far from the ‘buy now’ button. Think about the conversion funnel—a 2% boost on conversions from your landing page will yield much better results than a 2% lift in your open rate.”
Let’s a look at some proven tactics for improving your email campaigns’ conversion rates:
Tip 1. Look at your web analytics.
Jennings likes to begin the improvement process by optimizing landing pages and shopping cart flow. Web analytics, she explains, shows you where visitors are moving out of the purchase path and which, if any, elements help drive the sale. “I had a client recently find that people who viewed a product video were much more likely to buy, so we made it a more prominent element on the landing page,” she says.
Tip #2. Boost your click-through rate.
Given how many people use a horizontal preview pane to view their email, Jennings advises marketers to pay close attention to what goes in this space in order to drive clickthroughs.
Some of the elements that help recipients get the key message directly in the preview window are benefit-oriented headlines; personalization (Dear ); plus a call-to-action and link to buy. As for what to avoid, Jennings says not to fill your preview pane with images that won’t be seen if images are blocked by the browser.
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