What you should know & 5 ways to boost yours
EMAIL CONVERSION RATE
TABLE OF CONTEN TS
01 02 INTRODUCTION
WHAT DOES EMAIL CONVERSION RATE MEAN?
03 04 5 WAYS TO ACHIEVE HIGHER EMAIL CONVERSION RATES
OPTIMIZE THE POSTCLICK EXPERIENCE
INTRODUCTION
Most advertisers make email marketing a top priority, simply because it’s 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. That’s 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.
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 it’s not (simply becoming a lead). The formula for calculating email conversion rate is : ( Number of conversions ÷ Number of emails delivered) x 100
conversion rate for email marketing Unfortunately, there’s 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, it’s true. The only way to achieve “good” email campaign conversion rates is to take a closer look at your data to see where you’re falling short, and then aim to boost your conversion rate with various optimization techniques.
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.
5 ways to achieve higher email conversion rates 1. Craft a compelling email subject 2. Segment your email list according to the line
appropriate persona
Without a compelling subject line, you can forget about having any positive results because if your email is not opened, the recipient won’t see your message and be intrigued to clickthrough. Short and descriptive subject lines often do well. You can come up with compelling subject lines by:
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.
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 recipient’s 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.
Segmentation and relevance can also help retain email subscribers and keep them engaged over the long-term.
3. Send content that matches their stage in the funnel Acknowledging the customer journey allows you to send campaigns to your customers and prospects based on predefined 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 hasn’t revisited in a while
4. Ensure a responsive design 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 don’t. Continuing to run tests to evaluate the changes you implement will help you improve email conversion rates over time.
5. Direct recipients to a dedicated post-click landing page to take action 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. It’s 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 they’re in the right place for the offer when they clicked the email CTA.
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