The conversion rate is typically defined as the percentage of online visitors to a business website that become customers. A high percentage indicates that the business is effectively maintaining its online presence, attracting potential leads, and generating sales.
Many businesses are focusing on becoming more relatable to their audiences, capturing their attention, and enticing them to take desirable actions.
According to a recent study published by WordStream, 52% of agencies and companies use landing pages to test and improve conversions. Long landing pages alone can generate up to 220% more leads.
Furthermore, CRO tools have an average ROI of 223%, while only 22% of businesses are satisfied with their conversion rates.
With this information in mind, let’s explore how you can enhance CRO through email marketing in the coming years.
Tips to Enhance CRO through Email Marketing
Here are twelve effective ways to increase CRO through email marketing:
1. A/B Test Your Emails
A/B testing is a popular method used today to improve user experiences through a research methodology. Two variants of the same service, landing pages, or modes are tested and analysed to determine which option performs better.
This approach can also be applied to your marketing emails. Create two different variations of the same marketing email and test them on a subset of your contact list.
This will generate results based on which email variation was more effective according to the metrics and parameters your company wants to evaluate. Once you have the results, you can choose the winning variation and use it for a larger number of contacts.
2. Customize & Personalize Your Messages
Nowadays, people are more aware of how businesses treat them. Expectations are high, so it’s best to make your emails as customised and personalised as possible. Running the same email format for hundreds or thousands of customers is not advisable.
Take the time to segment your customers, create customer personas, and cater to these segments according to their preferences and demographics. This will enable you to create more personalised emails for each customer segment.
3. Effective Subject Lines
Subject lines are often the first thing recipients see when they check their inboxes for new mail. The time you have to make or break the deal is very limited.
In this small window of opportunity, you need to be creative and capture their attention with effective subject lines. There are numerous examples available that demonstrate how to use emojis, humour, numbers, stats, and figures to make your email subject lines stand out.
Personalised and customised subject lines that resonate with recipients can have a remarkable impact on your audience. Through email subject lines, you can instantly connect with them in a more intricate manner, prompting them to click through your email and read what you have to offer.
4. Focus on Cross-Selling & Up-Selling
The age-old technique where salespeople encourage customers to buy more items and consider premium products, cross-selling and up-selling tactics in your email are good choices. These strategies make your email more informative, create value for recipients, and inform them of the best deals available.
These suggestions might pique their interest, positively impacting conversion ratios. However, it’s important to study your audience well so that when you include such offers in your email, they reflect your customer’s preferences and interests. You don’t want to alienate them with an email that fails to recognise the types of products they were initially interested in.
5. Include Promotional Offers
Discounts, giveaways, and promotional offers have a remarkable ability to sell themselves, making these emails more likely to be opened by users and customers. Everyone wants to save money, get a good price, and enjoy extra bonuses along the way. Emails that share discount packages and current promotions are particularly enticing.
6. Link to Your Digital/Intellectual Properties
Market-leading companies understand the importance of creating digital and intellectual properties to build trust and credibility. When sending emails regularly, it’s a good idea to mention your intellectual and digital properties, such as your official blog, social media pages, published material, online videos, or infographics. This not only enhances your image but also attracts customers through mentions that showcase your online presence.
7. Nurture Loyalty
There is hardly a company out there that fails to recognize the importance of nurturing loyalty within their customers. Great businesses have always put their focus on repeated sales rather than a single sale that is big in numbers.
The reason behind this is simple. Over the lifetime of a customer, a loyal customer is more likely to make purchases and bring in greater revenues for an organization than one-hit wonders. For companies, sustaining both short term and long term profitability is important, and only loyal customers have the power to fuel such cogs.
Hence for your loyal customers, you must deliver emails that showcase your adorations and compassion for them. This will encourage them and strengthen your ties with them, helping you to create an unbreakable bond.
8. Optimize Your Text Preview
Many email service providers offer text previews of your email even before a user clicks to read further. Gmail, Outlook, Yahoo, and others provide these previews to give users an idea of the email’s content.
If you know your customer’s email address and service, you can optimise the text preview for their chosen email service. By doing so, you effectively highlight the most important information in the first section. This approach generates maximum interest and increases the likelihood that your emails will be read by customers and online visitors.
9. Pursue Goal Setting & Targets
Without setting proper goals, any business activity may lose its worth. That’s why it’s essential to measure your performance by setting SMART goals: specific, measurable, achievable, relevant, and time-bound. This approach helps you evaluate your methods and strategies more effectively.
Sit down with your email marketing team and establish goals and targets specifically designed to monitor your email marketing efforts. This process will enable you to identify areas for improvement and adjust your email marketing strategies based on outcomes and results.
10. Questionnaires & Surveys for Greater Insights
Your emails should be interactive and engaging for customers and recipients. One effective way to encourage a response is to include a questionnaire or survey within the email, offering incentives to motivate action.
This approach benefits your business by gathering valuable insights that can later help you develop strategies and make decisions to enhance your marketing efforts for your products and services.
11. Spectacular Visuals
Visuals consistently prove to be more engaging than plain text. Transform your emails by including relevant, eye-catching visuals that complement your message. Start by incorporating your company logo and theme to improve the format of your emails. Then, add images and other visuals that make your emails stand out, entertaining your audience and providing valuable information.
12. User-Centric Approach
Each user your business encounters represents a unique set of opportunities. A user-centric approach is advisable, as it enables you to become more intimate and personal with your customers, bridging the gap and breaking the ice that may prevent them from engaging with your venture.
Conclusion
Email marketing remains a popular method for reaching new customers and promoting products and services. When executed correctly, it can offer businesses significant returns on their invested effort and time.
This post aims to provide meaningful insights on how to enhance your CRO through email marketing in the coming years. If you have any questions regarding the topic, please feel free to leave a comment below.
