Regardless of the number of communication channels that have entered the world of digital marketing, email remains superior. The most cost effective channel for B2B marketing strategies is email. Email drives the highest ROI. According to DMA’s National Client Report, a business can earn $44 for every dollar they spend on email marketing.
Optimizing your email marketing strategy is well worth the time and money when you know you can achieve such high ROI numbers. The first thing to calculate is your email conversion rate. This is done by dividing the number of desired responses by the number of successfully delivered emails, multiplied by 100.
Conversion rate = # of desired response * 100
# of successfully delivered email
Once you have your conversion rate, compare it to your industry standards. If you have fallen short of the average, try out these conversion rate optimization techniques to boost your ROI.
Segment Your Audience
Unfortunately, a one size fits all approach no longer exists in modern marketing. Businesses are stripping down their audience to give them a more personalized message. There are major advantages to segmenting your audience. In fact, marketers have found an increase of 760% in email revenue from segmentation. In addition, 96% of organizations believe that email personalization improves email marketing performance.
Segmenting your list will allow you to reach the appropriate buyer. Tailoring your message to match the desires of the audience will give you your best shot at optimizing your message.
When testing out your email campaigns, do you also test for responsiveness? Not all emails are viewed from a desktop. Over half of the time, emails will be viewed on a mobile devise. Needless to say, it is important to make sure that the desktop and mobile views are functioning.
If the email in not readable by a mobile device (or any device really) the effort you put in will have been a waste. About 70% of recipients will delete an email immediately after finding that it is not mobile friendly. Also, most people will trash an email if they find it is too small to read or have to zoom in to see the message. Be sure that the design of your email can be read clearly on all devices.
Compelling Subject Line
The first thing your recipients will see is the subject line alongside the sender’s name. If they feel that the subject line is not compelling they will have no reason to read further into the message.
Studies have shown that 47% of users open an email solely based on the subject line. If it is intriguing enough, they will want to read more. If you want to increase the number of email opens, email clicks, and especially your conversions this is the place you want to start.
Audience Size and Cleanliness
Over time you have accumulated data, but are you sure that all emails are being delivered successfully? Keep your list clean from uninterested subscribers or those who do not fit your typical client criteria. Even if you have a larger list, it doesn’t always mean that you will have better results. Research shows that the larger the list is; the smaller the conversion rate. Optimize your conversion rate by cleaning out your lists.
Usually your message will contain some type of call to action. This is where you will see the conversions happen. Whether you are offering a discount or educational content be sure that the value of what you are sending is communicated.
If you are not receiving the conversion rates you are looking to achieve, take a look at what you are offering. Does the content you send offer valuable information? Think about this from the clients point of view. Is it clear that there is benefit in engaging with your email?
Spend time determining your unique selling proposition. Find creative ways to convey it in emails. Make sure that the desired action is clear and easy for the recipient to complete.
Easy to Navigate Landing Page
If your desired action is for your recipients to click through to your website, contact page, or download content, make sure that you have the correct links. Secondly make sure that the links work. Whatever landing page you do direct them to, be sure that it is easy to find through the email.
If you happen to find that your click through rate is high but your conversion rate is low, take a look at the layout of your landing page. It could show that recipients find the landing page to be too hard to sign up or purchase a product. Maybe the number of questions you ask before downloading content is too high. Mistakes like this can put too large of a barrier up between you and your potential customers. Ask yourself what would be reasonable in their eyes and implement that into your landing page.
Looking for more information on conversion optimization? Maybe you are finding that your pipeline no longer fits the qualities you need for your potential clients. Here at DECK 7 we pride ourselves on breaking down target audiences and supplying you with leads desired. Contact us here to see how our team can help yours!