Email campaigns are one of the most innovative marketing techniques available to small and large businesses alike. Email marketing is a type of retargeting strategy because it targets consumers who have already shown some kind of interest in your brand.
When a consumer subscribes to your email, they’re saying “I like what I see and I want to see more.” However, gaining subscribers is only half the battle.
Now that you have direct access to the consumer, how can you improve your email conversion rates? What can you do to ensure these leads are converting into paying customers?
At a loss? Don’t worry, we’re here to help. Keep reading for a quick guide on how to maximize your ROI through your email marketing efforts.
Attract Qualified Subscribers
First, let’s talk about building up your email list. Generally speaking, you can increase your success in gaining subscribers by offering a powerful incentive. This can include exclusive online content, valuable discounts, free eBooks, etc.
However, you need to make sure the subscribers you’re attracting are “qualified leads.” In other words, you want your target audience to be consumers who are likely to invest in your products or services. For example, as a local contracting company in Florida, you don’t need email subscribers from Oregon.
Give Subscribers a Reason to Open Your Emails
To improve your email conversion rates, it’s imperative that your subscribers are actually opening your emails. This battle can be won with an appealing subject line. Your subject line will tell your subscriber what they’ll find inside the email.
This should provide motivation to open the email without coming off as “spammy.” If you want to optimize your email newsletter KPIs, avoid writing in all caps or using exclamation marks.
Furthermore, your emails need to contain something of substance. This can include valuable content, exclusive discounts, special promotional offers, etc. If your emails lack value, your subscribers will quit opening them or unsubscribe.
Perfect Your Email Formatting
Finally, improve your email conversion rates by mastering the format of each email. As noted earlier, this begins with a captivating subject line.
Once the subscriber opens the email, draw them in with an alluring (but short) introduction. Then, dive into the body and content of the email. This is where you instill value in whatever it is you’re offering or trying to sell.
Your conclusion will end with a call to action, such as, “Click the link below to claim your 50% off coupon.” If your CTA isn’t inherently valuable, add an incentive to motivate your reader to follow through with your call to action.
To optimize your email conversion rates, we recommend starting with tried and true newsletter templates. If you haven’t been using them already, you’ll likely see an immediate boost in your email newsletter metrics.
Looking to Improve Your Email Conversion Rates?
While email marketing trends come and go, some things never change. Follow our guide to master the art of email marketing and improve your email conversion rates.
And if you’re looking for more small business advice or digital marketing tips, look no further. Before you go, check out some of our other articles to find more valuable content.