5 Simple Rules to Maximise Your Email Marketing Conversion

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One of the most difficult aspects of email marketing is convincing an email subscriber to become something more — a buyer, for instance. Email marketing conversion is a much talked about subject in the field of online marketing, but it’s often presented in an abstract, hard-to-follow manner.

It doesn’t have to be that way, though. The more you understand about email marketing, the more you’ll understand how simple it can be to turn subscribers into doers. Here are five simple rules to help you maximise your email conversion.

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1. Understand Your Audience

The key to converting as many email contacts as possible is to know who you’re addressing. Understand who your subscriber is and how your products, services or even content can be of service to him or her. Before composing your next email marketing campaign, address the following questions.

  • Who is my target audience for this particular product, service or content?
  • How might the individuals on my existing contact list most benefit from what I’m about to offer?
  • What brand expectations do my subscribers have of me, and how will this campaign help meet those expectations?

2. Make Sure Your Call To Action Is Clear

If you want something, you must feel free to ask. Email contacts like messages that are to the point. Have a clear call to action, and make it easy for your subscriber to act on that call with the least amount of effort. Include:

  • A direct call to action that explains exactly what you’re wanting the subscriber to do (purchase a particular item, participate in a survey, and so forth)
  • A simple design that stays on-brand, with text, font and graphics that are large and clear enough to view
  • A no-fuss way for the contact to complete the action, preferably in one click

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3. Make Sure The Copy Is Well Written And Varied

Well written copy on your email marketing campaigns can make or break your conversion rates. Construct your campaign copy in precise and clear language, and avoid long sentences and grammatical mistakes. Write copy that:

  • Uses action-oriented text (for example, ‘read the latest ebook’, ‘reserve your spot in my workshop’, or ‘download this useful graphic’)
  • Is written in the first person
  • Creates a sense of urgency from the recipient

4. Segment Your Email Lists

Segmenting your email subscriber list can help you better target certain subgroups who may have a particular interest in a product or service you are offering. Some possible segments to consider:

  • Demographics: Age, nationality, and so forth
  • Behaviours: Consider how users engage with your emails (the number of times they open an email or click through, for instance)
  • Geography: Segment by UK countries (Scotland, England, Wales, and Northern Ireland) or by sub-regions (North England and South England, and so forth)
  • Preferences and interests: You can base this information on past purchases, surveys or any other data you may have about a particular subscriber

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5. Personalise As Much As Possible

An email is a personal form of communication. As such, you’ll want your email campaigns to be as personalised as possible. In addition to using in-line features that address an email recipient by name, also try to personalise the email by sending unique emails that target subscribers’ particular personas.

Email conversion is simple when you follow these tips. If you really want to maximise your email marketing solutions, check out Bouncezap’s lead conversion plugin. To learn more, visit our website today.