Email is used by marketers for creating direct relationships with their customers. While the marketing landscape has shifted in different ways in the last few years, the reach of email remains undiminished. This allows brands to communicate with customers through the means of desktop, mobile, and other digital mediums.
Even though marketers across the world use email to increase their strategy for customer engagement, making optimum use of this key channel requires brands to evaluate its influence in different ways. For long term growth, companies should know what metrics they should focus on.
Understanding The Significance Of Email Marketing
The rate of email conversion is a significant benchmark for the performance of a business. The email conversion rates can help to give an idea of the total percentage of recipients that have opened your emails and clicked through to complete their desired action such as signing up for a webinar or making a purchase. A high conversion rate could illustrate relevant content, call-to-action and an engaged audience.
Tracking the rate of email marketing conversion is essential for evaluating and analyzing website traffic or social media engagement. This metric provides essential insights into how well your email is performing. Through this metric, you can evaluate and identify what’s working and what requires improvement.
High rate of email conversion could lead to long term engagement and high sales. Moreover, conversion rates could also prove to be an essential indicator if a company needs to refine its message for emails that could also resonate with potential audiences.
Knowing the rate of conversion also provides companies with an idea to make decisions that are data-driven for having a better and more refined strategy. This can help to facilitate and benchmark against a specific industry or competition.
How To Calculate Rate Of Email Conversion
The formula for calculating the rate of email conversion is the number of successful conversions (actions completed by the recipient) divided by the number of emails sent and multiplied by 100. For example, if you have sent an email to 1000 people and it resulted in 20 sales, your rate of conversion is 2%.
Strategies To Improve Your Email Conversion Rate
Use Clear And Compelling Call-To-Actions
Some of the best marketing campaigns for email conversion use a clear and strong Call-to-Action (CTA). A strong CTA can drive email recipients to obtain the much needed action. It is also an essential feature of CRM email marketing. An email without a clear CTA will not get results. When creating emails, it is essential to place and design your CTAs where they’re clearly visible. Designing your CTA as a button could result in generating better response rates. Moreover, it is essential to use persuasive language such as “Download here” or “Register now” for increasing the rate of email conversion.
Personalize Your Email Content
Research has shown that personalized emails generate six times higher rate of transaction when compared with non-personalized versions. Effective personalization goes well beyond the name of the recipient. It also includes their browsing history, preferences and purchase habits. For instance, sending promotional emails that are based on the browsing history of the customer or sending wish-list reminders could have a significant impact on email conversion rate.
Segment Your Email List
Segmentation of the audience can help to divide the email subscribers into relatively smaller and more targeted groups. It can also help marketers to send personalized and relevant emails to specific audiences. This can also help in obtaining higher Click-Through-Rates which thus leads to higher conversions.
Other criterias such as consumer behavior, geographic location, customer preferences or previous interactions also make for better and effective segmentation. Companies should update their segments consistently for ensuring a pleasant customer experience.
Optimize Email Subject Lines
A compelling subject line could help to increase the email conversion rates to a massive extent if it manages to guide the potential recipient and gets the message attention. Using actionable language could help to generate better levels of engagement. It can also help to create urgency, increase curiosity and provide offers that could increase open rates. Thus having a positive influence on conversions.
Key Takeaways
It is evident that email marketing conversion rate is a metric that is highly in depth with lots of layers. Boosting the rate of email conversion focuses on creating a connection with potential audiences. As a result, companies should focus on reconsidering their current strategies for improving their campaign performance. The success of the best marketing campaigns depend on the perfect integration of timing, personality and branding in the emails. When a company effectively incorporates such strategies into its business campaigns, the results could have a revolutionary impact. It is also essential to effectively curate your content to the relevant audience. Curating your content can help to provide the message in an effective and efficient manner. Thus helping the company to maintain engagement and boosting conversion rates.
