Improving Your Email Conversion Rates

Posted by Willie Pena on December 2nd, 2013 at 9:47 am

For any company to stay above the rest, documenting metrics is crucial. Conversion rates are a proven method of keeping track of potential sales versus lost sales. During any email blitz, gauge how many recipients you begin with versus how many eventually click through to your website, and then how many of those continue on to make a purchase. This should give you an idea of what you're doing wrong.

Each consecutive action leads to the next, and so you need to start from the beginning. Design your email to increase click through rates, and conversion will follow. If you have any doubts that you could improve those conversion rates, then take a look at this checklist.

Building a Foundation

Before trying anything new, it's important to test what you already have. First, check your sender score. This score will give you a basic idea of your reputation in the eyes of email providers. When creating your email campaign, make it your goal to increase this score and avoid landing in the spam folder.

Next, send yourself email in multiple browsers. Compatibility matters. Then move on to email providers. How will your emails be viewed in gmail versus yahoo upon reception? Make sure everything works. If you don't like it, then neither will they.

The most important part of your foundation is personalization. Use as much detail as possible, and make your customer feel special. If you manage to create the illusion that you're sending the email only to them, then they're much more likely to retain interest. Therefore, don't use your company as the local part of your email address. Instead, use a first and last name. When choosing a subject title, be wary of using your customer's name. While this may seem like a good idea, too many other companies and spammers are doing this, and your customer will have seen it before.

In addition, a simple letter format can help endear customers more than fancy graphics or false promises. This is where you'll want to insert the name of the customer. Be concise; waste time getting to the point and they'll never make it to the end of the email, much less click through to your website and make a purchase. Make your tone casual and friendly, but the body of the email itself should be information-based.


Targeted email campaigns work well. A few different factors should help determine the recipient subscribers. First, who has purchased from your company most recently? These are the customers who are more likely to remember your company and spend money buying your products. Try to choose customers who have made a purchase within the previous 18 months.

Next, how much were those purchases worth? Choose customers who seem to have the most purchasing power. And how often do they return? Customers who make frequent purchases are the easiest targets in order to supplement your conversion rate.

Once you have a target list, conclude your email blast by using a combination of exclusive discount CTAs, deadlines, and one-time deals. Consumers are more likely to buy if they feel as if there is a time limit to each offer.

That list should take priority, but don't forget about everyone else. Segment your email blasts by the type of purchases your customers make. What they buy, how much they spend, etc. Then determine how to approach each subset of customers. Different methods for different demographics might be in order. This task can even be simplified somewhat by providing the customer with options upon subscribing, and can also allow them to choose how frequently they would like to receive your emails.

Making the Sale

Once customers have reached your website, are they in a foreign environment? Make sure your website is current, and the software updated. Your customer should see their name immediately, with clear instructions on where they might want to go next. Your only task is to make them feel comfortable.

List recommendations based on recent purchases, or based on what other customers have reviewed strongly. An easy shopping cart experience is ideal, but be sure to provide customers with the option to add products to a wish list for future purchase. Future email campaigns can be adapted to include reminders about items still sitting in these lists.

Make sure your website doesn't provide advertisement space for products that aren't provided directly by you. A single banner with your best sellers can be useful.

Building the proper relationship with your customer through expertly crafted email campaigns and easily navigated websites can be an interesting trial, but if done properly your conversion rate should soar.

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