Why Email Marketing Matters in Improving Your Conversion Rates
Even as the use of social media increases, email is still a really relevant marketing channel for most audiences. Email marketing allows you to send targeted messages to segments of your audience making it a great tool in your arsenal for personalizing your marketing efforts.
If you invest in your email marketing campaigns, you have the opportunity to make significant changes to your conversion rates. Let’s dive into how to Increase your conversion rates through email marketing
#1: Use Email Marketing for Retargeting to Convert Lost Visitors
Have you ever searched for a product on Google or Amazon and noticed that ads for that same product pop up on other sites? That’s retargeting. Once a visitor leaves your website, they will continue to be exposed to your brand as they navigate through other websites that have your ads. They will see the same ads over and over again, prompting them to think about returning to purchase your product.
Retargeting with email campaigns is the same strategy and helps you to analyze your marketing efforts and focus on your best potential customers. When set up correctly, these visitors can be entered into an email campaign specifically about the product they looked at or left in their cart. Use this opportunity to show testimonials of other users of the product or offer a discount code for them to return. With this approach, you know exactly what kind of content to use in your email and can test very specific approaches to find the one that converts your visitors to customers.
#2: Use Email Marketing to Personalize Your Marketing Content
Personalization is a powerful way to build a relationship with your customers and can make a significant difference in your conversion rates. Taking the information you have about your customers and sending them one personalized email can make a huge difference in their choice to return to your product or not. Consider the information you have on site visitors and what you collect when you ask for their email. Of course you want to limit the amount of information you ask for in order to get them to sign up but having just one or two pieces of information can help you design an email that speaks more directly to them.
When creating your email request form, consider one question you wish you could ask every customer that would tell you a lot about who they are and the right product or service for them. It may be worth adding the extra field or checkbox at sign up in order to gain insight and offer more personalized information or offers to them in the email.
#3: Segment Your Leads to Ensure Your Target Audience Receives Relevant Content
This is one of the biggest benefits of email marketing in your marketing strategy. Good email marketing software allows you to create highly targeted email campaigns by segmenting your leads into groups from the information you gather about them (as we discussed in point #2).
For example, if you are running a restaurant, you can create an email campaign for folks visiting from out of town, for your regular customers, and for those who have expressed an interest in your catering services. Working backwards from each of the segments you can design an intake funnel (how/what questions you ask to know which category they fall into) then design emails around those interests. Creating more meaningful relationships with your customers is a great way to make your campaign more effective.
Now you can categorize your content in a much more thoughtful way. Using the restaurant example, the audience that is just visiting is likely going to be less engaged, so you're probably sharing information about staying in the area and your cadence is less often compared to the locals who are looking for discounts and specials. If you need to share more general information, you know those emails can go to all three groups.
Benefit #4: Use Data from Email Marketing to Track Your Success
Just because you’re segmenting your email list based on interest and sending each group personalized emails doesn’t mean you’re instantly going to see conversions increase, you still have to nail the content you send. Fortunately email marketing is a channel that allows you to track your success. You can track different metrics such as opens, click-through rates, unsubscribes, bounce rates, and forwarding to understand if your campaigns are working or not. You can also track the links that your customers click on and the keywords that they use. Combining this with more specific information about your customers gives you the opportunity to get a lot better at your email content because you can combine that data with the specific segment and get to the heart of what they care about. It’s one of the advantages email has over other channels and you should make sure your email marketing software captures this data.
The Bottom Line: Email Marketing is a Powerful and Cost-Effective Way to Enhance Your Conversion Strategy
E-mail is one of the most effective ways you can use to increase your conversions. A lot of the points made here apply to purchased ads as well, but that’s the key word, “purchased”. One huge advantage email has over other channels is the fact that it is virtually free when compared to dollars spent on search engine or social media advertising. The fact that you can personalize your messaging and capture a lot of the same data for such a low cost makes email something you have to consider as a part of your marketing strategy.
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