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Business 2 Community – 5 Tactics for Boosting Email Conversion Rate

Business 2 Community – 5 Tactics for Boosting Email Conversion Rate

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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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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