Email: Turning Emails Into Customers
When I reviewed it, the email was sparse, offering only a link to view some tips online and no marketing copy or link to buy. By upping the editorial value of the tips, including them in the email itself and adding a bit of marketing copy with a link to purchase, the conversion rate went from 0.0 percent to 1.5 percent (based on the number of welcome emails sent, not on the clickthroughs). That’s without any type of discount offer or additional testing and optimization, which would likely drive conversions even higher.
Revenue per welcome email sent for that client went from nothing to $0.97. If you could generate almost a dollar more in revenue for every welcome email you send, how would that impact your bottom line?
Are you already sending an e-newsletter and welcome message? Try implementing these ideas to see if you can boost sales performance. Not sending an email newsletter or welcome message? Now’s the time to start. A large email list is good, but leveraging that list to boost your bottom line is the key to success with email.
Jeanne Jennings is a consultant with more than 20 years of experience in email marketing strategy and product development, and publisher of “The Jennings Report,” a free newsletter for email marketing professionals. Reach her at firstname.lastname@example.org.