High email marketing conversion rates are one of the main goals of any campaign. Yes, the messages you send to your readers’ inboxes can help maintain brand awareness. However, they can also serve to boost sales, attract more customers to sign up for a service, or otherwise convince readers to take a specific action that supports your business.
That’s why it’s important to avoid certain key mistakes that can have a negative impact on your email marketing conversion funnel. The following are some of the more significant ones to keep in mind.
Failing to Track Your Email Marketing Conversion Rate
It may seem obvious, but it’s worth emphasizing: if you’re not tracking your email marketing conversion rate, it can be very difficult to know how effective a campaign actually is.
Take advantage of the fact that email marketing often works by tracking key, tangible metrics. Doing so means you can better understand what adjustments you may have to make to the email marketing conversion rate formula in order to optimize a campaign. To further enhance your campaign, you may want to track conversions by device, as they can vary.
Not Focusing on the Customer Journey
Don’t assume that everyone who signs up for your email list will immediately become an engaged customer. Odds are good, at this stage, they only have some minor initial interest. Your job is to guide them from initial interest to sale along the email marketing conversion funnel.
You can do this by segmenting your email list to ensure new subscribers receive emails designed to cultivate their interest in your product. Start by addressing the problem you solve, then explain how and why you offer the ideal solution.
Statistically, segmented campaigns perform better than campaigns where email lists are not segmented. Give each segment its own email marketing conversion rate benchmark, along with an overall goal. This strategy not only ensures you send relevant emails to the right people, but also tracks the efficiency of your content for each group.
Creating an Unclear Call-to-Action
Your call to action, or CTA, is the part of the email where you encourage a reader to take a certain action, whether it’s signing up for a service or buying a product. Essentially, this is the tool for getting people to convert. For example, if your campaign goal is to earn revenue, a CTA taking people right to a product page is a crucial way of increasing your email marketing sales conversions rate.
The CTA must stand out in the message while relating to its content in a natural way that doesn’t feel forced and contributes to a higher email marketing conversions rate. Using action verbs, selecting colors that stand out, and making sure the CTA is short and concise are all key features of writing a great a CTA.
Forgetting to Test Email Marketing Conversion Options
Again, email marketing gives you the opportunity to track various metrics and test various approaches to a campaign. Thus, it’s a smart idea to try different CTAs, different versions of an email, and different segmentation approaches. Then, measuring the effectiveness of each against your email marketing conversion rate benchmark allows you to make adjustments to your campaign that will be the most impactful.
Your email marketing conversion rate formula can be simple to optimize. However, it’s also easy to make some common mistakes. The ones listed here are avoidable. Keep these points in mind, and your email marketing conversion funnel will be much more seamless and successful.