From Open to Conversion: Navigating Email Marketing Success
When it comes to email marketing metrics, marketers tend to obsess over opens and click-through rates. But there’s another important metric that can provide insight into the success of an email campaign: conversion rate.
Email conversions are what determine the real return on investment of your campaign—the actual dollars that come into your business as a result of the email. In the simplest terms, email conversions are when subscribers perform the action you want them to take as a result of an email—whether that be making a purchase, downloading a product, or signing up for a service.
While there are many factors that can contribute to a high conversion rate, one of the most significant is the content on your landing page. It should match the tone and content of the email that led subscribers to it, or they will likely lose interest. It’s also important to keep in mind that people join your list for specific reasons, so you should only be sending emails geared toward those goals. For example, if you send subscribers an email telling them about all the different types of products or services your company offers, it’s unlikely that they will convert. Instead, focus on the emails that will drum up the most revenue from your subscribers.
The timing of your emails is another important factor in email conversions. There are general industry standards, such as 10 a.m. Tuesdays and 3 p.m. Thursdays, but you should always be studying your own email lists and campaign analytics to see what times work best for your audience. You can also segment your list based on their preferences to determine what type of email content they’re most interested in and when.
Subject lines are the first thing that recipients look at when sifting through their inboxes, and they play an important role in getting emails opened. To maximize your email open rates, create compelling subject lines that show how the content in your email will benefit them. “Tell them what they’ll get if they click, not what they’ll lose,” advises Ryan Gould of Elevation Marketing.
Subject lines such as "X helps influencers like you get paid by doing Y" are great examples of this.
When you have a strong landing page, it's easy to convert
When it comes to measuring the success of your email campaigns, you should focus on conversion rates rather than just opens and click-throughs.
Conversions are a much more accurate representation of your ROI because they tell you what’s actually going into your bank account, as opposed to just eyeballs on your emails. So, if you’re not seeing the results you want from your email campaigns, take a closer look at the conversion rates and see how you can improve them. You may find that making just a few changes to your content and timing can make all the difference. The more you optimize for conversions, the more your ROI will increase.
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