Email conversion rates are one of the leading indicators of whether email copies work in generating business revenue. Today, businesses may be left behind if they don’t utilize the benefits of having different marketing strategies.
Here you’ll find out how you can increase email conversion rates.
Having an email conversion strategy is a helpful way to market what you’re selling. And, most importantly, it’s also one of the best ways to build a meaningful relationship with your potential buyers.
Why? Because people are more likely to do business with someone they know and trust.
Email marketing helps businesses to build a genuine relationship with new and existing customers. And, as you’ve realized, these are customers you’ve successfully attracted and are interested in your business. They’re the ones who took the time to provide their information to receive your emails.
So, what exactly can email do for your business?
According to DMA's National Client Email Report, you can expect a $38 return for every $1 spent on email. That’s a staggering 3,800% ROI. Knowing that, it's important to maintain your relationship with your customers and keep them engaged with valuable content.
But it isn’t as easy as it sounds. Usually, businesses have little time to invest in creating profitable email. They could be so focused on one thing that they forget about equally important things.
There are many ways to build a scalable business. And having high-converting email is one of them. With time, an email marketing strategy can generate significant revenue for your business. And it’s all about building healthy and positive relationships.
And one of the keys to high-converting emails is by bringing into play your copywriting skills. Copywriting helps to entice and motivate the receiver to open the email. Then, by opening the email, they can start reading what you've intended to tell them about - your offer!
Email copywriting helps to bring an audience to perform the desired action. And with the right email conversion strategy, emails help customers in making their purchasing decision. The following sections will introduce you to 7 ways to consider in achieving higher email conversion rates.
Research is the core of creating high-performing marketing emails. It is the very first step in defining who your audience is and where you want to lead them.
Research starts from the very beginning, and again at different points in the email marketing campaigns. Looking into different metrics, key performance indicators (KPIs), and conducting A/B testing are a must. Tests and trials complement research.
And, you know that there’s more than that, right?
If you’re not sure where to start, begin by creating a “buyer persona” that represents your ideal customer. You develop a buyer persona through a collection of data you’ve gained through market research. From then on, you can use it as information to guide you in writing your emails.
Understand that you’re communicating with new but also existing consumers. Email segmentation is crucial in delivering the right email to the right consumer segment. Because proper segmentation brings higher open rates, greater revenue, and a lower chance of being unsubscribed.
Also, research allows a business to test which email design is best for driving email conversion rates. Design means anything from visuals to aesthetically pleasing content. And it involves using contrasts to make it easier for people to complete the desired action. For this, you can conduct an A/B testing.
And, it’s worth considering the use of mobile-friendly designs. According to Google, more than 70% of people open their emails using smartphones. Plus, statistics show that 46% of people open their emails with their mobile devices.
When businesses know their customers well, creating emails with the right design with a strong call-to-action becomes effortless. And it helps them in sending the right email content at the right time to the right audience.
With proper research, crafting emails for specific groups of audiences you plan to convert becomes more efficient and effective.
Business emails usually end up ignored, sent to the junk folder, or worse, get deleted. And you’re aware that there’s only one chance to get anyone’s attention to open an email. (Correct, just to get anyone to “open an email” – forget about getting read.)
That’s why it’s vital to use attention-grabbing headlines to hook a customer to open your email. These headlines can be in the form of a statement, a question, or an exclamation. The reason successful businesses use copywriting to write emails is so that they get opened and read.
Also, every part of an email has to be carefully crafted to get the reader to read the first sentence. And, then, you want lead them from one section to another – guiding them to your juicy call-to-action.
A simple way to start is by knowing “why” they’re receiving your emails. Understanding your audience’s thoughts and feelings is a leap forward to getting them to read your emails. But, without understanding their why, it’s similar to you attending a seminar without knowing why you’re even there.
Creating captivating hooks is knowing what your audience desires specifically. It’s about identifying their needs and problems. Show them by describing the symptoms of their problems better than they do. Then, introduce them to relevant solutions to gain conversions – starting with a compelling hook.
Does it frustrate you when a salesperson rambles on about something you’re not familiar with?
And, do you remember the last time when you lost a prospect the moment you said “Hi”? Chances are, they didn't understand what you were selling.
Simplicity is essential in email copywriting. The best way to avoid the mentioned problems is to use simple words. And when creating profitable emails, matching the target audience’s way of speaking helps in establishing an engaging relationship. It has to be conversational and natural enough for them to understand.
Remember, you’re sending an email to develop and nurture a relationship with your customers. They want to connect with a real person. And most real people talk with simple vocabulary - it’s about being authentic.
Also, being specific helps in building clarity and credibility. Being specific means providing information with details. An easy way to do this is by using a detailed description followed by specific numbers.
Here’s an example for comparison:
X: I made over $500,000 selling homes.
Y: I made $529,742.82 selling condominiums in San Francisco in 2019.
Can you see the difference? Y’s statement has more credibility and trustworthiness.
Not only that, providing more specific information is an excellent way to let customers learn about your brand. Because most likely, people don’t know what your business is selling as much as your company does. And, certainly, they are not as excited as you about what you’re selling.
So, make it easier for them to understand your message. When they understand you, you’re helping them in their buying decision. At the same time, it’s also helping you to increase your email conversion rates.
Businesses should provide value beginning from the awareness stage. A successful business nurtures relationships and qualifies customers – turning a cold audience to a warm audience – before expecting conversion.
But, still, many businesses put little emphasis on providing value.
As Steve Jobs mentioned, “Your customers don’t care about you.” So, businesses should take a break from rambling about what they’re selling. Instead, they should show people that they genuinely care about them. Show them how they can solve their problems and reach their goals.
Giving value means to provide the right target audience with relevant information at the right time. Because the moment businesses focus on delivering values, it allows them to focus on solving problems. And, by addressing bigger challenges, businesses get the opportunity to tackle bigger problems faced by the audience.
Surely, no person is too reluctant to pay more to anyone capable of solving bigger problems. “Money earned is a by-product of value creation” – nothing more, nothing less.
There are many ways to provide value to your audience through emails. You can give different educational content, such as knowledge-based materials or tips-and-tricks, to solve their problems. And, you can introduce them to solutions by providing links to your blog posts, videos, or free eBook.
The more value you can offer, the more positive the relationship you have with your audience. By adding more value to others, you get to determine your true worth. Positive influence flows from reputation.
So always remember to provide value. And, whenever possible, over-delivering value is a powerful way of gaining trust and a predictable result. Emails are meant for establishing a positive and sustaining relationship with your audience.
When you provide value first – regularly and consistently – you’re investing long-term. And it allows you to focus on your business’s end-goals. Eventually, it enables your business to drive consumers towards a specific goal. That is, you want to perform the desired action that increases email conversion rates.
One of the keys to unlocking high email conversion rates is by focusing on the existing audience.
An existing audience refers to the people who buy from you or opt-in for your marketing emails. By knowing them, you can identify their challenges and keep them engaged.
Strengthen your relationships with existing customers by sending them personalized emails.
Personalized emails are highly relevant emails. They’re custom-made emails that have a higher chance of generating email conversion rates. They also stand out among the other emails in the inbox folder. And, being relevant, they deliver a more meaningful customer experience.
In fact, research finds that personalized emails generate 58% of all revenue. And personalized email headlines result in an average of more than 50% open rates. As you can imagine, having an email written by a professional copywriter will further encourage the receivers to open, read, and click the call-to-action.
To write an effective personalized email, you leverage information from your marketing research. That’s why proper research is vital in increasing email conversion rates.
Email personalization taps into different consumer segments. The process may include looking into audiences’ lifecycle stages, demographics, and psychographics. This also includes considering their past purchases, membership, and more – depending on the industry.
With personalization, communication will feel more personal. And when consumers feel a connection with your brand, they’ll prefer to buy from you. Plus, having audiences that like you helps in building customer loyalty.
Birds of a feather flock together. In most cases, if not all the time, this statement is very accurate.
Do you remember the moment when you felt positively about a person you just met for the first time?
Studies have shown that people like other people who they assume are like them. It's about similarity, having shared interests, values, ways of thinking – and problems.
Establishing rapport is an excellent persuasion technique in driving email conversion rates. To build rapport is to emphasize similarities, not differences. So consider speaking their language and knowing the things that motivate them. That way, you can expect a positive change in your email conversion rates.
And if you’ve discovered your “buyer persona”, establishing rapport isn’t difficult. A simple way to do this is by using the old-school FORM approach. It stands for family, occupation, recreation, and message.
Create your emails by touching any of the FORM aspects to build rapport with your audience. By using FORM emails, you let people know that they’re having a genuine relationship in a human way.
Another method of building rapport through emails is by using “pain.” The pain comes in many forms. It can be any challenges they can relate with or any troubles the audience is currently facing.
People are emotional beings. Business influencer Dan Lok said that people "don’t buy their way into something; they buy their way out of something." And by describing their problems better than they could, they’ll assume you have the solution to their problems. Consequently, leading them to raise your email conversion rates.
Using behavioural email is a powerful user-focused approach in building an engaging and meaningful relationship.
Behavioural email is about sending automated emails to a specific audience. The frequency depends on the consumer’s past interaction with your business across different channels.
A study found that triggered emails earn 53% more conversions than regular emails.
Imagine what it’d be like when you involve copywriting in crafting this kind of email. It’s no surprise when successful businesses use copywriting skills to create them because they achieve above-average email conversion rates.
Behavioural emails come in many different forms. It can be a “welcome” email sent when a visitor subscribed to your blog. It can be a “thank you” message after buying. And, it can be a “followup” email after cart abandonment. It can even be an “upsell” email depending on past purchases.
To make high-performing behavioural triggers, analyze your consumers according to market segmentation. And review your various marketing funnel conversion campaigns.
The key to creating behavioural emails is seeing that every action taken by a consumer has a specific purpose. And that every action brings a predictable “human” response.
It’s vital to have a database to track the information about your audience to watch their behaviours. By observing the actions they take, you get to know what they want. And it means that you can deliver more valuable and relevant content through emails.
Today, there's a wide range of email automation tools available for behavioural triggers. Since it's an effective way to get higher email conversion rates, there’s no reason for businesses not to use them.
Email marketing is about communication between two people - you and your audience. Of course, there are many different aspects that influence email conversion rates. But it’s important to note that proper research is at the heart of a successful marketing strategy.
To fast-track your way to higher email conversion rates, you can make use of our professional copywriting team. Hiring an expert allows you to reap the benefits of generating measurable ROI through email marketing.
To learn more about how you can take your business to the next level using email, book a call with us today.
Giovanni Lee is a copywriter and marketing strategist. He’s on a lifelong mission in supporting business “heroes” with revenue-generating copy to help them make significant impacts on the world. He loves writing educational, technological, and game-related content. When he’s not writing, he gets nerdy doing concept arts and storytelling in a parallel universe.Hire Giovanni