What is email conversion rate and how to increase conversion rates?
Email conversion rates continue to dominate all other media. Although it belongs to the more traditional communication tools, it can nevertheless deliver worthwhile conversions.
The fact that email marketing is equally successful at reaching all different types of audiences is one of its significant advantages. Everyone, including students and professionals, regards email as a structured mode of communication. Therefore, everything sent via email is typically considered valuable.
Email campaigns are a safe pick for small businesses with minimal marketing resources.
Email marketing also succeeds because it is permission-based. Users actively choose to sign up for email subscriptions, indicating that they want to hear from you about updates.
What is an email conversion?
When subscribers take a particular action upon obtaining and viewing an email that you have sent them, it is referred to as an “email conversion.”
The conversion rate is derived by dividing the total number of emails received by the number of recipients who take the desired action.
How Does the Email Conversion Rate Work?
The email conversion rate is essentially the proportion of subscribers that take a particular action. Depending on the objectives you have in mind, the actions will change.
A purchase, for instance, is a conceivable action if you run an online store. Similarly, purchasing a membership is the perfect action for an online magazine.
How to calculate the email conversion rate?
The Email Conversion Rate is equal to [No. of Conversions/No. of Delivered Emails] multiplied by 100.
Divide the total number of recipients who took the necessary actions by the total number of emails that were successfully delivered to determine your email conversion rate. Then divide the outcome by 100.
What constitutes a good email marketing conversion rate?
What defines an ideal email open rate or click through rate? This is a commonly asked question.
These key engagement indicators might differ significantly depending on your industry and other factors.
According to MailChimp, the average open rate across all sectors is 21.8 percent.
A healthy email conversion rate is typically considered to be between 2 and 5 percent, though this again depends on the sector you are in.
Unexpectedly, there is never a definite response. The ideal course of action is to constantly strive to increase your conversion rate, considering anything higher than it to be better.
Your email efforts require a serious makeover if your email conversion rate is quite poor. Constantly strive to surpass the average for your sector.
What exactly is the email open rate?
The percentage at which emails are opened is measured by the email marketing indicator known as “Open Rate.”
It is a broad indicator of the subject line’s performance, but for online marketers, it may be a misleading number.
How to Boost Open Rates
Getting a high open rate is less about doing things well than it is about not making mistakes.
Lower-than-average open rates can result from a number of frequent blunders, so take a look at your latest campaigns for the ones that follow:
Get Rid of Hard Bounces:
A hard bounce, or email sent to an invalid address, lowers your open rate. Remove these email addresses from your list.
Use Focus Lists.
Use focus lists to help you send emails only to the recipients who need them. Increased chances of being opened arise from this.
Format for mobile users:
Since a lot of people check their messages on smartphones, your messages should be designed or formatted appropriately.
Why are open rates a misleading indicator for judging success?
It doesn’t matter in the end how many individuals read a company’s communications. What matters is the percentage of individuals who advance through the sales funnel and become paying clients.
The open rate may be used as an additional signal when A/B testing subject lines in an email campaign. When open rates rise, it may also be a sign that consumer trust in a brand is growing over time.
Emails with a high open rate may irritate the recipient; on the other hand, emails with a low open rate may have a greater conversion rate.
How Can the Email Conversion Rate Be Increased?
What can you do to improve your email conversion rate? You must first examine your email delivery procedure.
- Do they have the recipients’ names on them?
- What kind of offer do they have?
- How does pressing the CTA button help the user?
Once you know the answers to these questions, it will be simple for you to create appealing emails that will boost your brand identity while also increasing email conversion rates.
Here are some important email design elements that may need a second look at higher conversion rates.
Your email’s subject line serves as its cover. Your campaign’s opening rates and conversion rates are ultimately determined by its efficacy.
Make sure to creatively address your clients’ problems.
To ensure that the subject lines of your emails are clickable:
- Include enticing figures (discounts, deals, etc.).
- Make it urgent to entice readers to read it right away.
- Encourage inquiry through questions.
- Make it unique by adding their name.
Personalization and segmentation
You aren’t sending the appropriate emails to the appropriate recipients, which is one of the major reasons why your emails aren’t getting opened.
You must segment your recipients in order to do that based on their demographics, online behavior, and past purchases.
Your emails will become much more pertinent to the recipient as a result, which raises the opening as well as conversion rates.
Personalization, like segmentation, is essential for the success of your email campaign.
In reality, personalisation increases opening rates by 26%. Make the emails appear to be from a real firm employee rather than an automated system.
A mobile device is used to open about 46% of all emails. You immediately lose if your website is not mobile-responsive.
Customers may even decide to unsubscribe from your email lists if they have trouble opening your emails on their cellphones. In order to make your emails engaging and responsive on mobile,
- Make your subject line brief (preferably 30–35 characters).
- Keep the copy as brief as you can and use white space.
- Reduce the image file sizes to speed up loading.
- Have a clear call-to-action button.
How can customers benefit from your goods or services? Use your emails to inform your clients of this. To make them more intriguing, explain to them why they can’t afford to miss your offerings.
Send Email Depending on a User’s Funnel Stage
The contents of the email must reflect the recipient’s individual stage with your firm, combined with segmentation and personalization.
This will personalise the emails even more and increase conversion chances.
When generating emails that match a client’s stage of the customer journey, consider the following facts into consideration:
1) The date the recipient first joined the email list
2) Purchase background
3) Order types and average order values
4) Prior email open and click-through rates
You can choose the ideal moment and message by using these criteria.
Using this knowledge, you can send emails:
- When a user joins the email list (welcome email).
- To customers who have purchased anything from your website. They should receive a post-purchase email.
- To re-engage visitors who haven’t visited your website for a while via emails.
Minimal Form Fields
It is preferable to avoid including forms of any kind in your emails.
This is because forms are difficult to fill out, particularly when customers are seeing them on small displays.
If forms should be used, keep the number of fields to a minimum.
Clear and simple CTA
Your email has made an impression on your customers, who are ready to try out your goods and services. So, how do you get started?
Make a captivating CTA that will attract their attention. The ideal course of action is to use the email to give your consumers a story, with the CTA serving as the conclusion.
One important element that affects the email conversion rate is a strong CTA. Aim to be as realistic as possible.
A Specific Landing Page
High open rates don’t ensure high conversion rates, though. This can be a result of poor post-click experience optimization.
Because of an offer mentioned in the email, when a consumer clicks the CTA button, they are likely to look for it on the landing page they arrive at.
Your email conversion rate will drop, and overall bounce rates will be high if they are unable to locate what they were searching for.
Ensure your landing page has content that matches the language and pictures. It lets your users know they are at the appropriate location.
For instance, if your email offered recipients a 25% discount on your services, make sure your landing page displays the lowered pricing.
In A/B testing, you produce two or more variations of your email and distribute them to users at random. You can figure out what works best for your conversion goals by examining the open rates as well as the conversion rates of various email kinds.
A/B testing will assist in establishing what impacts a certain group of recipients the most, even in the event of segmentation.
This is done to ensure that what works for one person may well not work for another.
In addition to promoting solutions, awards also draw customers. Customers are more inclined to open a CTA button and click on it if doing so is rewarding. Consider offering free vouchers, invitations to free webinars, or anything else that your clients would find useful.
Be aware that awards may function differently for various users. Send prizes and conduct A/B testing to determine what works.
Drip campaign automation.
Drip email campaigns are an impressive and direct method of marketing for targeted customer acquisition. An automated drip campaign will send clients emails at certain intervals after they have completed particular actions on your website.
This has a significant effect on your email conversion rate and keeps your brand top-of-mind for your customers.
Drip campaigns don’t have to be inorganic to the customers, despite the fact that they are automated. By personalising the emails for the receivers, you can make them more interesting.
Make the purchasing process quick.
The post-click response of the users is just as crucial in determining the email conversion rate as creating attractive emails.
If the goal of your email marketing is to encourage users to buy anything, make sure the checkout procedure is quick and simple.
A buyer can give up on the purchase if they find it time-consuming. Send out individualised abandon cart emails as a follow-up if the user leaves before finishing the transaction.
A sizable portion of customers will return to complete their purchases.
You must base the objectives you establish for your email marketing strategy on industry norms. You and your team are effectively using email marketing if your results exceed the industry average.
It’s not that you can’t still get better, but it’s comforting to know you’re a step ahead of the pack. Using an actual person’s email address (firstname.lastname@example.org) rather than a email@example.com email address is another successful tactic.
Your recipients need to be aware that a representative of your company is sending them mails. Segment your list carefully and verify and clean up your email list to improve delivery rates.
The user experience you provide has a significant impact on the email conversion rate. The higher the conversion rate, the more effort you spend on designing the user experience.
Make sure the entire email is mobile-responsive and never causes the recipients any problems.
Use your emails to pique readers’ interest while making sure to make your value offer and CTA crystal obvious.
Finally, use A/B testing to help you segment and personalize your emails. An engaging subject line and creatively showcasing your value offer will help you tailor your content. It will make ignoring your email more challenging for your customers.
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