We talk a lot on this blog about conversion rates, but the question then comes up, “what does having a good conversion rate mean, exactly?” The short answer is that email marketing experts and gurus tend to agree that 1% to 5% is a realistic conversion rate or goal to have. The long answer, however, is that a “good” conversion rate is very subjective.
Really, in judging the efficacy of an email marketing list, the only metric that really matters is whether or not your customers are responding your call to action. Conversion rates can vary quite a bit between fields and industries. In addition, if you have two different promotional offers, and one is converting at 1–1.5%, and the other is converting at 2.5%, you shouldn’t assume that the higher-converting figure is more successful: if the lower conversion rate offer results in fewer clicks, but has a high margin, the lower conversion rate is a better investment. The only way to find out exactly what a good conversion rate is for your campaign is to continue to try new promotions, and adjust your goals based on your own historic data.
By Alec Wilcox
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As I’ve mentioned previously, email subject lines are often the most important quality in a successful email marketing campaign. The effectiveness of email marketing can be greatly diminished if your subject lines land you in your recipients’ spam folders. To maintain success in email marketing, see what works for your industry or product. You can track the effectiveness of different subject lines by using Google Analytics or a similar tool. In order to find which email lists work best for your mailing lists, test out the “urgent”, “informative” and “conversational” type subject lines explained below.
Oftentimes, using “urgent” words gives you the best chance at increasing your open rate. Try subject lines like “This is your last chance to get 20% off…” or “Final week of our annual promotion.” If your subscriber has any familiarity with your product or service, these types of email subjects can be all it takes for them to make a purchase they were thinking about already.
In addition to using urgent keywords, test informative subject lines too. Many email marketer find success with subject lines like “Have you heard about X?” or “Did you know that X?” These types of subject lines don’t generally imply the nature of the email (a marketing message) and can lead to the second glance you need for a sale.
A conversational tone is great to drum up interest for your product, especially for repeat customers. Many marketing campaigns leverage repeat business by “checking in” or providing updates on your business. Keeping at the front of the minds of your customers is an important step in running a successful campaign.
By Alec Wilcox
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In Internet marketing, conversion rate is defined as the amount of clicks or sales divided by the amount of visitors to your site. Getting your company name or product out there is only one part of the email marketing process. You also need to turn leads into clicks or sales. There are many ways to improve this statistic, but targeted email marketing using an email database is a great way to bolster the rate of conversion.
The first step in online lead generation is to make sure your company or product website has a landing page setup and ready to capture all of your new leads that will be coming in. A landing page is a specialize page on your website that is targeted to a specific campaign. If you are sending a special promotion out to your email lists, then when someone clicks on the email you want them to go to a landing page that tells them all about the sale. If you just send the people from your email list to your homepage, they may be confused or frustrated that they can’t see any information about the sale and quickly leave. Once you have a landing page setup, then you are ready to start sending traffic to your website using targeted email marketing.
Email marketing, especially if you’re using a specialized email database for your target market or industry, is a great way to drive traffic and convert leads and sales. A well-structured marketing email to promote a sale or event can do wonders to increase conversion.
If the email best practices below are are followed when using email marketing you should see a nice increase in conversion rates:
Use a reputable looking email address so as not to be accidentally labeled as a spammer (email@example.com is better than firstname.lastname@example.org).
Make your offer front and center in the marketing email and easy to follow. This will increase the amount of leads visiting your site specifically to take advantage of the offer.
Experiment with different subject lines for each email list and keep track of conversions through Google Analytics to see what techniques work specifically for your customers.
Less is more. Welcome emails and repetitive offers are bound to decrease the amount of interest.
Emphasize offers or benefits rather than just features. Your customer knows why he’s coming to your site, it’s important to tell him what is special and why now is the time to buy.
Most importantly, use a “call to action” every time. A strong call to action is often the piece of the puzzle that can turn a marketing email from a good idea into a “must buy”.
Experiment with some of these tricks while monitoring conversion rate through Google Analytics.
There is no one-size-fits-all solution for email marketing, but it is possible to take this data and cater
your technique to your audience. As in all marketing, continue testing and you should have no
problem increasing conversion rate.
By Alec Wilcox