Are you wondering why the emails you’re sending to potential clients/customers are not getting the results you ultimately want: conversions? Don’t give up hope just yet! It is worth the time and money if it’s done properly. Recent studies even show that email marketing has an average ROI of $32 to $42.25 for each dollar put forth. So what should you change to improve your conversion rates and see the returns? Let’s take a look!
What will need to be evaluated?
We’ve put together a few tips below to help you evaluate your current emails to boost conversion rates. Here they are:
- Subject Line: The subject line is like a first impression. You want it to catch the viewer's attention. How do you do this? Make it engaging! Be sure this subject line is also meeting your persona’s needs. For a little inspiration to help you get started, take a look at these best subject lines.
- Content: A crucial part of content, not only in emails but throughout your marketing strategy, is that it needs to target your persona. Both content and your audience are equally important in your marketing strategy. When the content hits the pain points of your persona, that’s when the clicks come. You may also want to consider the type of content you are sending and where the viewer will be reading this content. Here are a few questions to ask yourself when building your next email: Does the email have a lot of images? Are all images and text large enough to view on a mobile device? Does this content answer the questions my persona is asking?
- Links and buttons: Do the emails you are sending contain social share buttons? This could help improve the click through rate by 158%. The other links you want to focus on are internal links. These lead your viewer to the website which ultimately increases traffic. After adding all links and buttons, be sure to test to see if any are broken or possibly linking to an incorrect source.
- Call-to-Action (CTA): You want your viewer to take action right away. In order to do so, your viewer should know exactly what action they need to take, where the offer is and what they are going to receive. Now where in the email should the call-to-action be placed? This depends on the importance of the offer. Most of the time you will want it placed toward the top of the email. You will also want to consider the placement of the CTA for mobile users.
- Send Time: There are many articles on the internet that state the best days and times to send emails, but which is the best for your audience? If you are new to email marketing, you can refer to those articles for a suggested day and time, but if you have been sending emails for a while, look at your data. You should analyze what times the emails were opened and also test different days of the week to see what is best for your audience. Finding that right time frame for your viewers will help increase not only the opens and click through rates, but ultimately your conversion rates!
The process of testing and analyzing data from your emails can take time, but evaluating your subject line, content, links, call-to-actions and send times will be worth your time when you begin seeing more conversions from your email marketing. Are you ready to send your next email?
