9 Email Marketing Tips to Spike Conversion Rates
To increase deliverability and reduce chances for human error, EMS suggests marketers employ data hygiene practices, allow mobile payments that provide customers with e-receipts or use credit card machines to allow customers to opt in to email and mobile offers.
3. Link to Pinterest
If you've got it, flaunt it. "While 98 percent of marketers promote their Facebook page[s] in emails, only 32 percent promote Pinterest," according to the research that highlights the above-mentioned 11 percent higher click rates.
4. Give the "Gif" That Keeps on Giving
"Animated gifs and cinemagraphs produce higher transaction-to-click rates," EMS says. It gets the email recipient's attention and, if the animation is subtle, it pulls the eye to call-to-action buttons or special promotions.
5. Make Opt-Out Easy for Auto Opt-In
Keep that "opt in for email alerts" button checked, as long as the immediate welcome email sports a prominent unsubscribe option. "Automatically opting in subscribers to your email program could negatively impact your deliverability rates," according to the research.
6. Use Customer Surveys
"Regardless of the offer, marketers are seeing strong survey completion rates," according to the report. But because many email clients, such as Microsoft Outlook, won't allow survey buttons, provide recipients with a link.
7. Employ Symbols in Subject Lines
They can provide up to a 15 percent lift in open rates, EMS reports. "Remember, the same subject line rules still apply when using symbols," it says. "The more relevant they are, the more your subscribers will understand and enjoy them. If you test using symbols in your subject lines and see great results at first that then taper off, perhaps the 'newness' has worn off. Try testing new symbols or testing symbols against no symbols."
8. Track Email Acquisition Source
This helps marketers track, segment and market to customers differently and determine sources where hygiene issues may arise. "This is imperative when experiencing deliverability issues and when segmenting your list for reactivation purposes," the study reads. For instance, loyalty program customers are less likely to use fake names.