Currently, the agency where I offer my services as a consultant has a new client and we are busy these days setting up strategies, processes, goals, targets (month by month) for them. It’s a fashion brand with good numbers in the sales funnel; however, the challenge is to setup everything while continuing what they have been doing (at least in the beginning) so that the sales number may not decrease.
Presently, it does not have any visibility on search; however, it owns a decent presence on fashion related social networks including Pinterest and Instagram as well as carry a long list of subscribers willing to receive valuable content from them via emails.
Although, the email list is huge but the conversion rate is quite low. This made me check a few of their previous emails, and after analyzing them, I came up with a list of things that were either missing or were not being done right when it comes to email marketing.
At the moment, I am working on fixing those and hoping for some better conversion rate on emails. Frankly speaking, there are tons of brands that send these kinds of emails on a regular basis; and therefore, I thought I should come up with a blog post that specifically answers their question.
In the following blog post, I am going to share some of the ideas and tactics that you can quickly use to improve the conversion rate on email marketing.
– You Need an Email Marketing Software
One thing that you need to setup before even thinking about sending an email is to choose the right kind of email marketing software. The client, about whom I have been talking,has been using the default email blast system available in Open Cart.
One of the very first thing that I did was the shifting of their email marketing stuff from Open Cart to GetResponse – software that I prefer for email marketing; however, there are plenty of others available in the market. The reason behind using a dedicated email marketing software was the availability of various features including A/B testing, drag and drop templates, responsive email design, and auto responders, which are either difficult or next to impossible to find in the default systems.
Another reason why you should use email marketing software is its ability to keep the record of your performance so that you can analyze more efficiently about how your email marketing is performing in terms of conversions.
– Gain Your Audience’s Trust
An added problem that the client was facing was the fact that the opening rate of the emails was low. There could be many reasons for the same but after conducting a thorough analysis and testing, I figured out that one of the basic problems revolved around using the brand’s name in the “from” section of the email.
With the passage of time, the internet audience is growing and becoming selective in their choices, be it colors, buying stuff or choosing which email to read and which one to skip. You need to realize that a man won’t be able to read all emails on a Monday morning that might have been sent to him over the weekend; and therefore, he would only choose to read the ones that are personal and familiar to them.
My idea is to craft a personalized email that may sound familiar to your audience. The idea is to use the name of a person instead of the brand’s name (unless you are Moz.com or Search Engine Land as it tends to be more personal in that case)
SEMRush played it safe by using the name as well as the brand’s name so that they can attract a larger audience.
When it comes to familiarity, you can do this by including the name of one of your popular bloggers within your team as s/he is the one who interacts with the audience through your blog or on other blogs as well.
– Mobile-Friendly Headline
You might have heard of the mobile friendly email design but a very few people have the idea of mobile friendly headlines. Considering the fact that more than 50% of the people check their emails on phone, it is important to craft headlines in such a way that it contains the entire gist of the email in a few words.
On a desktop PC, one can read long headings; however, in case of a mobile, if you see I can only read a few words of the email followed by “…”. This had been the same problem that I found in the client’s emails and most of the corporate emails that I receive. They usually send emails with long headings that cannot be read from my cell phone.
Therefore, it is important for you to create these headings intelligently and come up with a title that briefly explains the entire content of the email. It is also advisable to try different headings in A/B testing to see which headings are working for you while which ones aren’t.
– The Pre-Header
Pre-header? Exactly! This is one of the areas that go unnoticed; however, optimizing this can dramatically increase the conversion rate of your emails.
Pre-header comprises of the one or two lines of your email that a person can read without opening the email. If you ask me, this is how I am able to identify spam emails by reading the first few lines and this saves my time.
Most email marketers send emails beginning with a statement such as,“If you cannot view the message….” The idea is to change it and replace it with something catchy that may attract the audience and make them click and open the email. Humor is good while trying to play around with it but make sure your audience can easily digest it or it may backfire causing you a lot of trouble.
– Mobile Friendly Call to Action
While analyzing the emails that were being sent, one of the major problems I found on a mobile device was finding the “Call to Action” button that were not optimized for mobile. I had to enlarge and click on the button, which I found much irritating, encouraging me to bounce back. This is not the case with my client’s emails alone but half of the emails that I receive have the same problem.
The image, being posted above, has been taken from a post on smashing magazine and this can be considered as the perfect email for mobile as this is responsive with call to action button being optimized according to the mobile device.
If an email doesn’t require you to tap and enlarge first and facilitates easy browsing, the conversion rate of your email marketing campaigns increase significantly.
The above-mentioned tricks are a few hacks that may help improve the conversion rate on email marketing and can be used by anyone as there are no special technicalities required. Are you into email marketing? What tactics are you using to improve conversion rate on email marketing? Comment and let us know!
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