There comes a point when your marketing efforts with emails yield decent results, but it doesn’t last long, leaving you to wonder why. Well, this happens when you start chasing customers. And whatever you chase will keep running.
Emails must serve you as a tool that attracts potential customers. When you start putting in the work to deliver good content that serves your purpose and it’s not littered with promotional punchlines, you’ll notice customers coming.
The question is: What’s staying between you and those crazy conversion rates you’ve been craving for so long? You could call these roadblocks. Just as web design mistakes increase your bounce rates, these roadblocks shoo away your email subscribers.
Let’s analyze these roadblocks in more detail and look for some solutions you can execute immediately.
In order to boost your email marketing conversion rates, you must know to define it as a process.
What is email conversion rate?
In short, email conversion rate is the percentage of readers who open your emails and take the desired action. It’s a metric that marketers use to estimate the effectiveness of their marketing materials.
Calculating the email conversion rate. Noting down your email metrics is important to optimize your content and avoid mistakes that hurt your conversions. This simple formula helps you calculate what your conversion rate is at the moment:
Experts say that the average email conversion rate reached its best during 2018 when marketers were receiving email marketing conversion rates around 19%, which didn’t last long for years to come. There has been a decrease during 2021 in the big picture, but this has been due to the market being overcrowded with inexperienced marketers.
Email still works for those who know how to reap its power, but what steps can you take to boost those numbers up?
You may want to go an extra mile with email content sometimes, but it might hurt your conversion rates, instead of increasing them. See, people love simplicity. Way too many colors and illustrations distract them, and the loading speed could be affected. A second could determine whether they’re scrolling until they reach the first CTA, or bouncing off.
This deserves an entire article in itself, but the short version is:
As promised in the beginning, here are some of the most common roadblocks that make customers’ pockets bulletproof from your offers. Follow along and try to notice what is missing from your campaigns that you could start implementing right after reading this article.
It’s true that nurturing a relationship with your audience comes first, but if you’re too shy to promote yourself, customers won’t ask. Actually, 49% of them have claimed to like receiving promotional emails on a weekly basis.
The best way to send promotional emails without being spammy:
Here’s an example of a great promotional email from MOO with the subject line: Need a new look? Just add foil.
If your subject line was cool enough people opened your email, but what’s next? Your prospect follows the trail to the CTA, but before that let’s assume you fail on crafting these two, and your email conversion rates plummet. What would be some of the steps to enrich your poor open rates and CTA’s?
Poor open rates aren’t on you to blame every time they happen. It could be the fault of an old email list.
Your prospects could as well have created new accounts and you keep blaming your email structure or content for nothing. But when this is not the case, there are some times for better open rates and stronger CTAs that get clicked, resulting in higher email conversion rates.
Data shows that unless your emails are properly optimized for mobile devices, they’ll be deleted without a second thought from 72% of people.
This hurts your email conversion rates significantly because they won’t click anywhere unless they read your emails!
Here is an example of an email design with good and bad mobile responsiveness:
Source: Campaign Monitor
We’ve all received those awkward emails written in a boring formal tone, that don’t speak to our needs. Your emails should be like that if you want higher email conversion rates. Brands who send emails without personalization, or clear segmentation of their audience based on demographics, buyer persona, occupation, or income will have lower average conversion rates.
Source: Upland Software
Here’s an example of good personalization tips you should be implementing in your email:
Your email list starts losing activity by 20-30% within one year. Hence, you must be cleaning your list frequently if you want to increase the average conversion rates. Removing subscribers who add nothing to your list because they’re inactive keeps the list clean and gives you meaningful insights.
Here’s an example of a win-back email from Bakerista.
Your list needs more engagement, and good content remains the key. Craft some luring offers, send gifts, surveys, access to exclusive content, or simply ask questions that encourage replies.
This means someone who’s annoyed by your emails and has no interest anymore, could simply jump off your list in a click, leaving space to interested subscribers.
Put your unsubscribe link at an obvious part of your emails, and don’t make the unsubscribing process confusing.
Through automation, you could easily clean your list from inactive old emails, or users who bounce off immediately after the first seconds of opening your email. Set up rules that do this automatically for you.
All we spoke about so far can get boring and overwhelming over time. Especially, when your email lists are considerably long and segmenting, personalization and automation become difficult. Is there a way to facilitate the entire process? Sure there is.
You need a system that helps to keep your inbox from getting cluttered with spam, saving you time and energy, and allows you to track emails easily, and with zero stress. This can be an email client or email marketing software.
This is when email marketing software comes to play. An email client helps you collect and segment emails into ready-made lists, and prepare them for your campaigns right after customers fill the form.
The same way designing a simple button makes a difference, how you manage your email marketing campaigns makes a difference as well. Given the chance to easily segment your audience, personalize your emails, and unify emails from different platforms into one, increasing your average email conversion rate comes naturally.
Here are a few email marketing software tools you can use, test and experiment with for your next email campaign to help with conversions: Mailshake, MailChimp, or Get Response.
Selling on the internet is always about refining your marketing, and especially email marketing skills. There is always space for improvement regardless of how far you think you’ve gone.
Emails resemble the oldie but goldie letters written to a friend. Keep the process of the same quality. Put the same effort, and you’ll nurture quality-based relationships.
Your ideal customers are waiting out there for your beautiful website to capture their attention, convince them to visit it and give you their email before leaving.
Put the above solutions in use, and skyrocket your email conversion rates.
What are your thoughts?