Email Conversion Rate Slide

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EMAIL CONVERSION RATE

• What you should know 5 ways to boost yours

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TABLE OF CONTENTS
01
INTRODUCTION
02
WHAT DOES EMAIL CONVERSIONRATE MEAN?
03
5 WAYS TO ACHIEVE HIGHEREMAIL CONVERSION RATES
04
OPTIMIZE THE POST-CLICKEXPERIENCE
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INTRODUCTION

• Most advertisers make email marketing a top
  priority, simply because its the king of all
  marketing strategies, generating a higher ROI
  than other digital advertising channels. And yet,
  many marketers find themselves wondering why they
  see good open rates, but not generating many
  leads. Thats because the return only happens if
  your email campaign can convince recipients to
  complete your desired action. Meaning, your
  campaign must not only have a good open rate but
  a good email conversion rate as well.

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WHAT DOES EMAIL CONVERSION RATE MEAN?

• Email conversion rate, or email marketing
  conversion rate, is defined as the percentage of
  subscribers who complete a goal action. Of
  course, that action depends on your specific
  conversion goal. In many instances, the
  conversion goal is purchase-related (becoming a
  customer), while other times its not (simply
  becoming a lead).
• The formula for calculating email conversion
  rate is
• ( Number of conversions Number of emails
  delivered) x 100

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What is a good conversion rate for email
marketing

• Unfortunately, theres no real answer to
  that question, other than a better one than you
  have now.
• Ever heard the saying, The only one you
  should compete with is yourself? As cliché as it
  sounds, its true. The only way to achieve good
  email campaign conversion rates is to take a
  closer look at your data to see where youre
  falling short, and then aim to boost your
  conversion rate with various optimization
  techniques.

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Average conversion rate for email campaigns
Average email conversion rates vary depending on
several factors, such as industry, geographical
location, company size, email type, and more.
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5 ways to achieve higher email conversion rates
1. Craft a compelling email subject line
2. Segment your email list according to the
appropriate persona

• Without a compelling subject line, you can forget
  about having any positive results because if your
  email is not opened, the recipient wont see your
  message and be intrigued to click-through. Short
  and descriptive subject lines often do well. You
  can come up with compelling subject lines by
• Asking questions that pique interest and drive
  curiosity.
• Using urgency and scarcity that plays on the fear
  of missing out.
• Including numbers (prices, discounts, statistics,
  etc.)
• Using personalization, with the recipients name,
  local information, etc.
• Subject lines are just the beginning and only a
  small portion of getting a good email conversion
  rate. Personalization within the email
  inserting name tokens to address the recipient
  can also be beneficial.

Grouping your recipients by demographics,
psychographics, purchase history, browsing
activity, etc. makes it possible to tailor your
emails to specific groups. This increases the
relevance and quality of your email lists, which
has a positive effect on both open rates and
conversion rates.  In fact, one study showed that
segmenting email lists and campaigns can generate
as much as 760 increase in email
revenue. Segmentation and relevance can also
help retain email subscribers and keep them
engaged over the long-term.
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3. Send content that matches their stage in the
funnel
5. Direct recipients to a dedicated post-click
landing page to take action
4. Ensure a responsive design

• Acknowledging the customer journey allows you to
  send campaigns to your customers and prospects
  based on pre-defined triggers, including
• The time since the person subscribed to your
  email list
• Past open and click-through rates
• Previous purchases or conversions
• The average order value
• Use these triggers to first identify the best
  timing and message for your audience, and then
  select the right type of email to send. Common
  messages include
• Welcome emails, after someone signs up for your
  email list, an account, etc.
• Abandonment cart emails, after someone leaves an
  item in their cart without completing their
  purchase
• Post-purchase emails, after a customer completes
  their purchase
• Re-engagement emails, after a customer has left
  your site and hasnt revisited in a while

• To achieve superior mobile optimization and
  responsiveness, follow these best practices
• Create a short subject line (30-35 characters) so
  it can be properly displayed on mobile phones
• Use a single column layout
• Keep copy minimal and concise, and break it up
  into small chunks surrounded by white space so
  readers can easily skim
• Use larger fonts to improve readability
• Create bulletproof CTA buttons to show up
  perfectly across all inboxes
• Reduce image size to speed up mobile load time
• Furthermore, be sure to run A/B tests to figure
  out which elements work as intended and which
  ones dont. Continuing to run tests to evaluate
  the changes you implement will help you improve
  email conversion rates over time.

One of the most essential components of a
high-converting email campaign is directing
recipients to a post-click landing page or sales
page to take the desired action. This means every
one of your emails needs an optimized, relevant
CTA button to get them there. Its also just as
important to design your post-click landing page
for conversion rate optimization. A lot of this
has to do with message matching the email to the
post-click landing page, since this is one way to
guarantee higher conversion rates. Message
matching can occur through headlines, copy,
images, and more. Any consistent, matching
elements that convey relevance, and let visitors
know that theyre in the right place for the
offer when they clicked the email CTA.
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Optimize the post-click experience

• Many components play a role in earning
  consistently high email marketing conversion
  rates. Subject lines, segmentation, relevant
  content, and mobile responsiveness are
  all pre-click components. What happens post-click 
  closes the deal it is where the conversion
  happens.
• No matter your goal, be sure to create an optimal
  user experience by creating beautiful post-click
  landing pages. With a designer-friendly builder,
  team collaboration, Instablocks, SSL
  certificates, custom code more, higher email
  conversion rates are sure to follow.

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THANKS FOR WATCHING!
/xhubho

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