You probably want to find a convenient way to improve your email conversion rates. However, this is often a challenge as you have to keep track of various things and be well informed.
There is no room for insufficient improvisation if you want to improve your business’s conversion rates. You have to be thorough across all fronts in all your marketing measures.
According to this report, an e-mail generates over $20 for every $1 you spend, meaning it’s a lucrative communication method.
So, this guide takes a look at the best strategies to increase your e-mail rate.
How to Increase Email Conversion Rate
Below are a few helpful tips you can use to improve your email conversion rate:
Use Double Opt-In
Double opt-in is when subscribers sign up for your services through a form.
They will then get an email with a link which they can use to confirm a subscription to your listing. Using this approach has various benefits for both users and site owners.
For visitors, it means less spam as they have the option of ignoring the confirmation e-mail forms or links. Subscribing to the e-mail can also be an excellent way to gain access to top-notch and up-to-date content.
The double opt-in approach is an excellent way to develop a list of fully engaged users for business owners. It works as a powerful filter for sorting through the thousands of people who can serve future clients.
“Using double opt-in might reduce your overall newsletter subscription conversion rate, but it’d guarantee that your audience is engaged, which in turn will positively influence your email IP reputation. Keep in mind that your mailing reputation might not matter all that much while you’re small, but if you’re an established business — this sole factor might make or break all of your email marketing efforts.” – Vlad Shvets, growth manager at Paperform.
Furthermore, getting confirmed subscribers ensures they are less likely to be reported as spam services.
Too many spam reports can compromise your reputation and the deliverability of emails. According to a recent report by Talos Intelligence, over 80% of global e-mail is classified as spam, especially when there are spam trigger words involved.
Almost 14.5 billion spam emails are sent every day and for every 12.5 million spam emails sent, 1 will get a response. It severely affects your sender reputation, leading to your emails landing in the spam folder.
So, find a way to ensure your business is in the 20% category for a competitive edge over other marketers.
Using the double opt-in approach helps build trust with clients or users. Doing this will, in turn, also help improve the reputation of your business through word of mouth.
Use Target Audience Analysis (TAA) to Create Personalized Segments
Consumer analysis (also known as user research ) and target audience analysis are essential to the success of any marketing campaign.
It allows you to understand the specific and ever-changing needs of target audiences conveniently.
The information acquired from this process is crucial in creating personalized segments, which resonate with each person on your email listing.
Determining the specific individuals to target with your marketing campaigns starts with understanding the user segments you should create.
It’s a simple process when you have the correct information. A few segments of data you have to during the TAA process includes the:
- Geographical – these include classifying your web visitors based on their locations.
- Demographic – it’s based on classifying your web visitors based on age, sex, and race.
- Holistic – it refers to classifying clients based on factors such as psychological or behavioral patterns.
Social media is another excellent source of data for your TAA needs. Consider using all the typical social media platforms such as Facebook, Twitter, and Instagram, where you will create pages for your service.
After a while, check whether users have interacted with your product and service page on social media. You can then perform a basic TAA process using information from these different people. Be on the look for location, age, gender, and various other TAA factors.
Interviewing users will provide you with first-hand responses on the marketing performances of your business or your niche.
Plus, you can also interview users of competing platforms, and you can gain more insight into their experiences.
Using feedback from customers such as reviews and posts can be an excellent way to get information for personalized segments. You can compile these reviews in terms of relevance or shared topics and discussions.
Doing this provides you with better insight into what most of your users expect from your services. To make things more accurate, consider using search engines and the lucrativeness of a particular keyword.
Perform Split Testing
Also referred to as A/B testing, a split test determines which two email campaign approaches are ideal.
- The tests analyses the clicks or access rate to your content. The steps involved in A/B testing can include:
- Set up two variations of one email marketing campaign, and send them to a portion of your prospective client base.
- Half of your test group gets the first version of the e-mail, and the other half receives the remaining test version.
- Measure the results in terms of click rate, and the winner should be the version with the most clicks.
- Then, send the best-performing e-mail to all your clients.
Standard tools you can use for AB testing purposes include Optimizely and VWO. Optimizely is an American company that provides digital software services. Aside from A/B testing, the company also specializes in website personalization, toggle functions, and digital commerce.
VWO is an industry-leading A/B testing tool that growing companies use to improve their average email marketing conversion rate. The software is powerful and easy to use, making it popular among many marketers.
Plan Follow-Ups (More)
Planning follow-up e-mails is an effective way of improving engagement with your customers. It’s an essential aspect of any successful cold email marketing campaign today.
You have to send follow-up emails to prospects if you get no response to their e-mail or if the previous answer from the client was a “no.”
A recent report by the IKO system provided interesting responses to follow-up emails. The study evaluated the effect of sending follow-up emails correctly. The study showed an 18% response rate on the first e-mail sent and a 13% in the fourth.
However, the sixth e-mail received over a 26% response rate, which underscores the importance of follow-up emails.
Planning follow-ups is crucial as it lets you develop a strong relationship with your clients.
Plus, it helps you reduce any instances of getting reports of spam email. You have to look at follow-up communications from the broader perspective of the Customer Relationship Management (CRM) picture.
Doing this helps you create messages related to specific segments, which can be suitable for your emails’ success.
You can customize a scheduled system that sends follow-up emails in a timely fashion. Tools for email automation can also be valuable for this process.
Doing this helps your business look professional, and an email automation system will be ideal. However, if the client fails to respond to the email for up to three months, the system should send an opt-out/retention e-mail.
It helps identify which client emails are active or even identify any possible glitches in communication.
Give Them Something
Once you start managing the email marketing campaign better, learn about offering valuable offers or information to your subscribers.
Using this approach will eventually improve your conversion rates, as users will trust your emails.
Many email marketers only focus on selling a product or service during the first e-mail. And this can rub off the wrong way on prospective clients. The ability to provide your subscribers something valuable starts from seeing things through their eyes.
Consider beginning the first e-mail you send to a client with a concise value proposition. The proposition should explain to the reader about the offer and reasons they can benefit from taking action.
An essential aspect of this process would be curating content that can capture and lead the imagination of your audience.
In addition, information from market segmentation and demographics can help you choose suitable content offers for your users.
The good thing is that you have several resources available for writers you can use. Moreover, these resources contain persuasive content, including case studies, narratives, frameworks, templates, and various other resources to make your offer lucrative.
Make It Longer
Ensuring your emails are long is an excellent way of communicating with prospective clients.
It helps demonstrate the content value your email has to provide for readers. However, ensure the email is longer than average and also contains concise information.
Even if you take a few days to write a single email, its length should be reasonable. According to a research report by the Boomerang app, the ideal email length averages between 50 – 2,000 words.
You will get responses that range between 44% to 55% when your emails stay within this average rate. Plus, the email should be well organized to make it easy for your readers to skim through.
A few things to help you make your emails longer and well organized can include:
- Before presenting a particular topic to your audience, do your research and take time to gather helpful information.
- Use the correct text development methods – ensuring your emails contain aspects such as paragraphs structured content can be excellent.
- Use graphics and follow the rule of thirds – graphics help make your text look longer and while the rule of thirds is an excellent way to draw in the viewer.
- Use headers and subheaders – these are also excellent for lengthening your text and great ways to demonstrate the importance of a particular topic.
Track The Inbound Click And User Journey With Behavioral Analytics
Tracking the inbound click rate and user journey is crucial for increasing your average email conversion rate. An essential resource for you in this process would be to use behavioral analytics.
It’s a form of analytics that tracks these behavioral patterns of consumers relevant to your content, product, or services.
Such systems are vital as they provide more information than just the traditional analytics data.
To use this software, you will have to place links in your emails wisely. Doing this helps you track the origins of your visitors and the e-mail sequences that most people prefer. A good example would be Google Analytics 4.
To use this software, you have to place “UTM” tags in your email, which will help collect the behavioral data. Google Analytics 4 is a software that lets marketers track user activity across different platforms.
These include software, apps, and even through websites. With apps like Smartlook and Hotjar, or Hotjar alternatives, you can still track various aspects of behavioral analytics, but with a few limits. For example, the app lets you track how users behave on your site based on search engine results.
For instance, you can only access where the user visited after accessing the link in your email.
The information you get from the analytics software combined with the TAA segment combination can make up for a powerful combination for conversion rates.
It will help shed light on the specific things that a particular segment of people prefers on your site or products.
Consider Using Google Accelerated Mobile Pages (AMP)
More than half of website traffic comes from mobile or handheld devices. The AMP services can be an excellent way to make the most of such immense traffic. It’s a service where one uses a Google-based system to help make web pages or content load faster.
Google recently launched AMP for emails, which offers various innovative functions.
For example, it allows marketers to incorporate live and interactive content into their emails. So, people can share information without leaving their email inboxes.
The technology is exceptional because it reduces the interaction levels required to engage users.
Markets can target users directly through e-mails and provide up-to-date information on offers conveniently.
AMP e-mails are also better than interactive e-mails as the latter is always static. The AMP emails have data sources information in real-time from the source. Users can also take advantage of interactive tools such as auto-scrolling and carousels.
If you are looking to learn more about your email conversion rate management, look at this guide. It goes in-depth into aspects such as emotion, value proposition, and various other vital elements of curating proper emails.
Or, you can also use this guide by Neil Patel. Again, it goes in-depth into the basics of email marketing, and he sheds light on various aspects of segmentation.
Using techniques such as the double opt-in or even TAA can be crucial for the success of any marketing approach. In addition, digital marketing is regularly changing, and only businesses that can keep up will survive.
So, using e-mail marketing strategies correctly is an essential facet of any successful campaign today.
Darya Jandossova Troncoso is a photographer, artist, and writer working on her first novel and managing a digital marketing blog – MarketSplash. In her spare time, she enjoys spending time with her family, cooking, creating art, and learning everything there is to know about digital marketing.