Why email marketers need to focus on online conversions – and how you can get them!
There is lots to consider when planning an email marketing campaign but conversions are key to success. Here are Pure360’s top six top tips on how to get them.
1) Measure the success of your email marketing campaigns
Focus on what you want to achieve and measure it - otherwise there's no point in sending the campaigns. You can measure your campaigns by using Google Analytics and your email marketing provider should be able to integrate this reporting with your campaigns. Tracking where your customer visits on the website is key - if you know where they click then you can tailor your email campaigns to take them straight there.
2) Call to actions
Keep it short and make them clear. This way you are more to likely to capture their all important details. Make sure there aren't too many call to actions, your email recipients won't like it if there's too much to do, and they probably won’t do it.
3) Re-target
Make the most of the customer when they're new to you and follow up the sale or conversion. Don't worry if you don't have much time – recent research from the DMA shows that HTML emails have only a slightly higher click through rate than plain text emails. It's better to send something out than nothing at all, just make sure the content is good.
4) Capture that data
Focus on powerful subject lines to capture that data or try asking for their point of view on your latest product, don't be afraid to ask why they haven't been in touch (if they haven’t). If you're not lucky enough to have their data give them something they want - try discount vouchers or knowledge guides, but only in exchange for their details.
5) Welcome subscribers and start off on the right foot
New subscribers are the most reactive of all so email them while they are engaged and give an idea of what they can expect moving forward. Have a great landing page, cut down on copy, and get people onto your site as quickly as possible.
6) What to do post click
The relationship with the customer shouldn’t stop once they have bought from you, make sure you follow up with them. Send them an email a week later asking how they found their experience, if they are happy with their new product etc. Build the relationship and it could lead to repeat purchases in the future.
Meet the Pure360 gang on Stand EC2E8095 at attend Internet World or to find out more about conversions catch Marc Munier’s seminar in the Email/Mobile/Analytics Theatre on Tuesday 10th May at 3pm.
About Pure360
Progressive email marketing company Pure360 (www.pure360emailmarketing.co.uk) provides the best email marketing services to customers such as innocent drinks, Seatwave, The FT Group, Rightmove, Zoopla and LA Fitness.
Pure360 don’t tie customers in with a long contracts, instead they maintain the highest customer retention rate of 98.6% by making sure marketers are getting the best possible results from their email marketing campaigns. Members of the DMA, Pure360 have recorded a 10% higher open rate for their customers than the DMA average, leading to higher clicks and conversions than competitor products. You can find the team working to improve over 2,000 marketers email campaigns, down in Brighton.
