Out of all the digital channels we have at our disposal, email consistently delivers the highest return on investment (ROI).
According to the latest figures from the States, for every $1 spent on email marketing there’s a $38 return (VentureBeat). This is nearly double the ROI seen from social media spend and 25% more than paid search. Make no bones about it, email marketing is a digital channel delivering significant results, year on year.
At the same time, customers are becoming more demanding and are very clear about what they want and how they want it. That’s why when it comes to creating successful emails with strong conversion rates, you have to know what they want and then make sure you give it to them.
Here’s what you need to know to make your conversion rates soar:
Get to the point
67% of people won’t read an email if it’s too long and nearly 90% of people will stop viewing content altogether if there are any issues with it – like not displaying correctly on different screen sizes (Adobe). First and foremost, make sure your emails display correctly across multiple devices and email clients. From here, shape a short, sweet, to-the-point message with a clear call-to-action (CTA). Use strong imagery and concise text which pulls your customers into the CTA and sends them on to your website. Two-thirds of people prefer to receive image-lead emails rather than text-heavy campaigns (HubSpot). One of the keys to doing this well is not trying to say too much in your email or flooding it with multiple message. Have one core message for every email you send and let your website do the job of telling your customers about it, your email is just the signpost to help them get there.
Get the right message to the right people
There’s a lot of white noise in marketing and, as customers, it’s something we’re becoming particularly savvy to. People won’t read your content if it’s not relevant to them. What’s worse, is they are then highly likely to unsubscribe from your emails or ignore you when you email them in the future. This is where data comes in. Data-driven email marketing will help you make sure the right people get the right message. Use the data you have about your customers to understand their behaviour and create email campaigns you know will resonate with them.
Don’t take yourself too seriously
Customers love entertaining content. In fact 70% of them say humour makes it easier to relate to a brand (Adobe). Entertaining content is also much more likely to be shared. Always stay true to yourself in terms of your tone and messaging but find times, where it’s appropriate, to entertain your customers. Your campaigns will last longer in their memories and stand a higher chance of converting.
A compelling message, put in front of the right person, in a way they will remember always stands a great chance of converting whether you’re trying to generate leads or increase sales. As with all digital channels, measure your results over time to see what works, what’s successful and what your customers engage with.
It’s easy when you know how. Start sending better emails today and your customers will love you for it.