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Optimizing Conversion through Email Marketing

A good email campaign requires a lot of work. Since email marketing can be customized, optimized and refined down to the last detail, it can be a very profitable endeavour. But how do you know what you have to do to fully optimize an email campaign?

The great thing about email marketing is that you can manage different KPIs during the conversion optimization process. All these KPIs contribute in their own way to the results of the campaign:

  • Exposure: first, it is important that as many relevant readers as possible open the email.
  • Clicks: after opening the email, you want as many interested people as possible to click the call to action button and browse through to the website.
  • Soft conversions: multiple soft conversions can take place on the website. Consider adding a product to the shopping cart or a clickable email address.
  • Hard conversions: the ultimate goal of an email campaign is often to achieve a hard conversion, such as a transaction or request for a quote.

We’re way past the times when the same email is sent to the entire recipient list. By segmenting the list, you can personalize each email you send. If you apply this correctly, the conversion rate can increase enormously. This way, you can offer each recipient a customized offer of your product or service.

Suppose you have a webshop selling digital cameras. You can display the most popular digital cameras based on a preferred brand. You can also make a distinction between recreational and professional photography. The more data you have, the more specific you can get with your segmentation. The better the segmentation, the more personal the e-mail and therefore a higher chance of conversion.

Over the years you have built up a large email list. Where it started so hopefully, the open and conversion ratio is now falling lower. This is probably because your list is no longer healthy. Many emails can eventually bounce through a full inbox or inactive email address.

It is important to keep this list ‘clean’. You can do this by (automatically) removing email addresses that often bounce or give negative feedback. For example, you can also choose not to email people who have not clicked or responded to anything for more than a year.

In addition, always make sure that your sender domain settings are correctly set and are considered safe by various email providers. The party behind your email marketing software can, of course, provide good support.

A good subject line is crucial for the email-opening ratio of your mailing. After the sender, this is the first thing the readers see when they scan the inbox. A large portion of the readers will determine whether the email is interesting enough to open based on the subject line. So if you want to increase the email reading ratio, this is an important part to tackle.

There is no golden rule for a good subject line. It is therefore always a matter of testing, testing and testing again until you figure out what works best for your target group. Below are some (in my opinion) good subject lines that you can use as a source of inspiration:

  • {First name}, check this new development in {Product group X}.
  • {First name}, sentence in {Subject}?
  • Up to 70% off {Product group X} | Today only!
  • {Subject X}: why it is suitable for you.
  • We would like to introduce you to {Subject X}.
  • 1 week to go. Don’t forget to take advantage of {Action X}.
  • Give your {Subject} a new look.

If your conversion rates are lagging behind, it is good to take a critical look at the content. Is the interesting offer clearly explained? Think about what your audiences want to read. Are the benefits of your product or service clear?

When writing the content, approaching it from the customer’s perspective. This helps in writing the right content and increasing the effectiveness of the email campaign.

In addition to the above, you can of course test many other things. For example, think of:

  1. Call to action – Choose a striking colour for the most important call-to-action. Do not go overboard with the amount of call-to-action buttons. Play with the text on the button. Discover what works best for your mailing.
  2. Time to send – At what time does the target group read your email? Is it early in the morning, just after lunch or after work? Also take into account working days on which people work the least: Wednesday and Friday. Test here again what works for your target group and what does not.
  3. Type of photos – The more personal the better. For example, you can use a different photo for the “men” target group and another for the “women” target group. Use the data that you have to match imagery with the target group.
  4. Format of the email – Do you start the email with an intro or do you immediately show a nice offer? An important rule is that the most important message must be visible above “the fold”. But does this also work best for your campaign, product or service?

It is therefore a matter of testing. If you keep your email list healthy and also know better what type of content works well, you can work towards a good conversion ratio.