Strategies for Increasing Your Email Program's Conversion Rate
Your efforts to target email may have an Achilles' heel. It's true that most email marketing gurus recommend sending to niche segments, delivering highly relevant content. Analysts agree, saying that customer-focused messaging within email (and across digital channels) is the best way to go. No matter how well-targeted your email may be, however, consumers aren't likely to click through or take action if your message (or its design) lacks clarity of purpose, sends the reader in too many directions or appears irrelevant.
Here are three questions to ask yourself in an effort to create better performing email campaigns:
Question No. 1: What do you want the recipient to do? Focus on the one thing you'd like your recipient to do. Build your copy and call to action around that objective. Resist the temptation to pack too many options in your design with multiple calls to action. For instance, a retailer's email to promote its new summer collection should do just that, not drive recipients to huge discounts on winter clearance items within the same email with similar visual prominence.
Yes, you have great value to share, but if you share too much all at once consumers may become visually overwhelmed and move on. Perhaps marketers should worry less about list fatigue, which inspires them to cram as much as possible into each send, and more about clarity of purpose. A healthy list doesn't mean much if your emails don't convert. Keep the focus of your email clear and make sure your call to action, promotion or campaign goal takes center stage.
Question No. 2: What value does this email serve? Now that you've got a clear idea of what you'd like the recipient to do, think about the value your email serves. Give them a compelling reason to engage with you. Tell them what they get and how they'll benefit from taking the action you propose. Consider the consumer's point of view. From their perspective ask yourself, "Why would I buy from this brand? Why would I want to go to this website?" Having a clear WIIFM (what's in it for me) approach can help boost campaign results.
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.