Strategies for Increasing Your Email Program's Conversion Rate
Question No. 3: Who cares? It's a brutal question. This is where the concept of relevancy comes into play — crafting the best message for each send segment. When reviewing your messaging, consider why this email content/information will matter to the recipient. Why should they care at this point? Where are they in the customer life cycle? What was their last exposure to this particular campaign, and how did they respond?
Use the information collected within your email marketing platform to tighten the message and offer. Your email service provider should be able to natively collect a variety of data points, including search activity, site visits, preferences, online behaviors and purchase history. All of this data helps create a unified view of the customer, enabling you to craft the best message for that moment of engagement. For example, if a subscriber performs a Google search for the repair information of a common problem, that search could trigger an email promoting service or replacement parts. Make your message matter.
Today's inboxes are stuffed to the brim with everything from savings and promotions to newsletters and tips from brands. While consumers expect some kind of value from the information they're receiving, marketers need to balance that expectation with their need to drive conversion. Marketing teams are racing to get the latest campaign out the door, yet finding the time to take a closer look at exactly what you're sending will pay dividends.