Many businesses run email marketing campaigns that are aimed at converting subscribers into paying customers. These marketing strategies give you a bank of contacts but the conversion rate can sometimes be too small to warrant the effort.
You need to run a few tests to find out what works and what doesn’t. These A/B tests will give you a better understanding of your audience and can grow your conversion rate. Here are some tips on how to encourage more conversions and to make the most of your email subscriber base:
- Test send time and subject line – You need to look at the open rate for different send times as people tend to be more active on emails first thing in the morning. Test to see whether sending the email at 6am, 7am or 8am results in a higher open rate. Similarly, test various subject lines to see what convinces your receivers to open the email.
- Use the language of your ideal customer – Whether this is addressing your subscribers in English, Afrikaans, isiXhosa etc., you need to use the language of your ideal customer. Not only does the language matter, but the style does too. Decide how formal you need to be to capture the attention of your subscribers; sometimes more casual and personal emails can result in a better conversion rate.
- Landing pages are important – You need to send your subscribers to the right landing page when they click on a call-to-action (CTA) in the email. Don’t send them straight to your website’s homepage if they’re looking for products, rather send them to your store. Link your CTAs to the relevant pages.
- Plan your tests in advance – When conducting A/B tests, make sure they are planned ahead of time and are not a spur of the moment decision. Planning is the hard part of testing, but the results you obtain from a well-thought-out test will be far more valuable to your strategy.
- Learn from your customers – Testing can teach you a few things about your subscriber base. Take these lesson on board and implement them going forward. Sometimes your ideal customers are not actually the ones opening your emails.
- Your product is more important – You need to spend more time on developing and improving your product than creating a marketing strategy for the product. If your product is good, it will make the marketing easier.
Even when you think you’ve found the winning formula to maximise your email conversions, keep testing. Your email marketing strategy should be constantly improved upon as your subscriber base grows and changes over time. Testing only results in positive changes.
Sorted Design Agency is a creative company that constantly looks for solutions to other people’s problems. These problems come mostly in the visual format, such as graphic design, logo and illustration, but we’re experts in brand development, website design, and digital SEO campaigns as well.
Based in Pretoria and Cape Town, Sorted has been in the content marketing industry since 2006. We assist your company with its corporate identity by communicating core values through content and articles written for your website, blog and news area. This content is supported by AdWords and social advertising, which facilitates wider reach and audience growth. Turn your website into a business tool.
Sorted also owns two other businesses; InkFish Print Studio – a printing company that handles a range of promotional materials for businesses and other services for individual customers, and Pampiri + Kie – a gifts and stationery store selling online and in-store. Both of these companies operate from Cape Town and Pretoria.
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