How to Get More Conversions From Your Email Marketing Campaigns
Email marketing has long been recognized as one of the most effective marketing strategies, with research showing that every $1 spent on email marketing can bring an ROI of around $36 – 45.
That’s an impressive return, but of course, it would be wrong to suggest that every brand that invests in email marketing can expect such great results. There are, after all, plenty of brands that get an ROI of $0 from their email marketing efforts.
The reason? Well, there are no gimmes in this world. To get the best returns from your email marketing, brands have to proactively work on driving conversions. In this post, we’ll run through some of the best strategies for doing just that. Take these on board, and you should see that your email marketing conversion rate begins to move in the right direction.
Refine the Look
It’ll likely be the text of your marketing email that you want your customers to pay attention to, but it’ll be the visual element that determines whether they stick around within the email long enough to see what you have to say. Working to enhance the visual appeal of your marketing emails really can make a difference, helping to grab — and retain — the opener’s email.
There’s a quick check you can perform to see whether your emails are visually appealing: get a second (or third) opinion from a visually-minded professional who you trust will tell you the truth.
Set a Clear CTA
Your email marketing list will respond to a clear CTA; the key part of that phrase, however, is clear. All too often, brands send emails that look good and have valuable information, but lack a clear call to action. You can’t expect to increase email marketing conversions if your audience doesn’t know what they’re supposed to do. Are they supposed to check out your online sale? Sign up for a course? Read your new thought-leadership piece? Whatever it is, make sure it’s central to the email.
Create a Sense of Urgency
People’s inboxes are busy. One study found that the average professional receives more than 120 emails every single day.
Your email will be one of those 120, and if the recipient doesn’t take action immediately, then there’s every chance that they never will. Your email will simply work its way down their inbox, never to be opened again. One way to get around this is to create a sense of urgency, such as by using an email countdown timer or low stock alert that can help to drive immediate action. It’s easy enough to add things like a countdown timer to your emails, and once you have, you’ll be inspiring recipients that might otherwise have quickly closed your email to take action.
Send At The Right Time
If you’ve put together a great email, then make sure you send it at the right time. People will nearly always open emails, but will they open them at a time when they’re inclined to read and possibly take action? That depends on when you sent it. In general, sending emails midweek — between Tuesday and Thursday — between 9 am and 1 pm or 5 pm and 8 pm tends to get the best results.
