There are many ways to create successful advertising campaigns online. Among the various types of internet marketing campaigns, you can find display advertising, video ads, Pay-Per-Click (PPC), using banner advertising platforms and marketplaces such as Click2sell.co, search engine marketing (SEM), SEO, social media marketing, and email marketing.
Many professionals think that email marketing is not as effective as other marketing methods. However, when used properly, it can generate potential new customers, leverage sales, engage customers, and help in customer retention. A critical metric for an email marketing campaign is the conversion rate. This refers to the percentage of subscribers who complete the desired action or become a paying customer. Most marketers regard conversion rate as a telling indicator of return on investment (ROI).
Here are some tried and tested ways on how to boost email campaign’s conversion rate:
The subject line should catch the reader’s attention.
Even if your email list has a lot of subscribers, it won’t help a lot if those subscribers do not open or read your emails. In order to boost your conversion rate, subscribers must open the emails and newsletters you send them, and one of the ways you can achieve that is by having a catchy, attention-grabbing subject line. There are many strategies to create a click-worthy subject line, including using questions that drive curiosity, personalization, using numbers (you’ll be surprised how people love it), using the recipient’s name and others.
Make strong calls-to-action.
The calls-to-action in your email campaign should be well-thought-out and should lead to conversion. You have a few seconds to get the reader’s attention and act upon your call-to-action. Here are a few tips to help you achieve that:
- It should clearly identify the benefit that the reader will get.
- It should have a clear, explicit command or directive.
Properly segment your email list.
Your email list should be properly segmented. This means that you should be sending out different messages and discount or special offers to different site visitors, depending on the actions they have previously taken on your site. For instance, the email that you send to first-time visitors should be different from returning visitors. Sending relevant and targeted emails will boost your subscribers’ engagement.
Use analytics to study the data.
The data provided by your email marketing platform has a lot of valuable information that you can use to improve your campaign. The data sometimes can be a bit overwhelming, but what you should do is to look for patterns such as the following:
- Content type vs. click-through-rates
Monitor which type of content gets the best click-through rates.
- Open rates vs. the time emails are sent
Monitor which particular time your emails have higher open rates. By analyzing this data, you will be able to pinpoint the best time to send emails.
Despite naysayers saying that email marketing is not effective anymore, it is here to stay. A recent market study shows that email remains a useful channel to drive sales. In fact, in 2018, 17.75% of opened emails have resulted in a purchase, a number that increased from 2016, which was at 17.39%.