Email Conversion Rate: A Detailed Guide to Converting Email Recipients

Did you know that the average open rate for emails sent from businesses to customers is only 16.22%—with a click-through rate of only 7.7%? Whatever your industry, these statistics show how important it is to create your emails in such a way that they actually get read and send your customers to your website.

Having a successful email conversion rate is incredibly important for any business. Once you’re using the right strategies to improve your email conversion rate, you’ll get more leads and build a loyal customer base.

If you’ve been sending out emails but you aren’t getting them opened, you might feel frustrated. Somehow, you’ve been working so hard at getting those carefully-crafted emails out there, but no one is opening them or clicking on the links you include. This is stressful.

That’s why we’ve put together this guide. Once you have all the best email marketing strategies, you can get your email conversion rates up and run your business more successfully. Read on to learn more.

Know Your Audience

One of the best ways to get your recipients to read the emails you send is by knowing your audience. It’s possible that you’ve already done some research to get to know your audience. After all, this research is similar to the research you do when you’re branding your business and deciding what products and services to offer.

If you’ve ever created an ideal customer profile for your business, you should be using it when crafting your emails, too. It works like this.

Think about details such as your customers’ demographics, location, and interests. Depending on your customers, you may have to segment your email list. (For example, you might write some emails for Millennials and others for Baby Boomers.)

Additionally, segment your emails depending on if the people you’re sending them to are new leads or loyal customers.

Make It Personal

Once you know your audience well and have started creating content for specific segments, it helps to add some extra details to make your emails feel personal. That way, the person on the other side of the screen will feel that you’re speaking directly to them.

In addition to including details that you know from getting to know your audience (such as referencing a park near where they live), you can use their first names when you address them.

Additionally, if you have a sense of how your customers communicate, adding a personal touch by voicing your email in this way makes it personal, too.

Use a Subject Line That’s Persuasive

When your email lands in your customer’s inbox, the first thing they’re going to see is the subject line. So you need to get their attention. It might take you a while to master the art of writing a subject line since one that is too attention-grabby will look like clickbait, but one that is too bland won’t get opened.

To write a persuasive subject line, do what you’ve learned to do: make it personal. Ask yourself:

What would appeal to your customers the most? What would they want to read about? What would pique their curiosity? Depending on how you’ve split up your segments, you might use different subject lines for different email blasts.

Additionally, you need to be direct and specific. Don’t make promises you can’t deliver on. It’s also smart to use trigger words that are actionable. Emojis also make subject lines more fun.

Give a Sense of Scarcity and Urgency

Have you ever opened up an email because you knew, if you didn’t, you’d miss out on a huge deal? This happens to many people on Black Friday and Cyber Tuesday, for example. If you want to get your customers’ hearts racing to open up your email, then you need to create this same feeling in them when you send an email.

To create a sense of scarcity, let your customers know that there’s a limited amount of products available. If you have a cheaper version of the service you offer available for a lucky few, people will jump on the chance to get the cheaper version.

To create a sense of urgency, let your email recipients know that they have a limited amount of time to get in touch or buy a product.

For example, you might have a special offer that only runs for a week or during a specific time of the year. A holiday email campaign can be quite effective.

Always Use a Call-to-Action

If you aren’t using calls-to-action in your emails already, then you absolutely have to. A call-to-action (CTA) is the part of the email where you call on your reader to do a specific action. People react well to a CTA because it gives them something to do when they’ve finished your email.

It’s also an important part of conversion rate optimization because this is where you can ask them to buy a product, get in touch about a service you offer, or visit a sale page on your website.

It’s been shown that personalized CTAs can improve conversion rates by over 200%.

So when you’re crafting your CTA, make it personal. Use references related to their demographics, interests, and location.

Use Visuals

One of the big mistakes you can make when creating emails to send to your customers is not using visuals. If you aren’t doing this already, you definitely should be! Adding visuals to communications can make engagement 650% higher than it would be in text-only communications.

There are a lot of options you can use when it comes to visuals. These include GIFs, illustrations, stock photos, and emojis. When it comes to stock photos, many of these are free. You can also create graphics of your own.

When you use visuals, remember to have them match your branding. That way, they’ll be consistent with other emails and your website.

Additionally, the familiar look will be what your readers expect to experience when opening your emails.

Use an Effective Landing Page

If you want your emails to make your business more successful, then you need to send your email users to a specific place on your website when they click on the link in your email. This place on your website is called a landing page.

The landing page should be directly related to what your email is about. For example, if you’re advertising a new product, then your email should send your customers to that new product page.

If you’re reminding a customer that they left their cart abandoned, then the link they click should lead back to their cart so they can finish their purchase.

In addition to having your landing page be relevant to the email you’ve sent out, you should think about the design of the page. Like the rest of your website, you should prioritize user experience optimization on the page.

Design it so that the person on the other side of the screen finds its design elegant and knows what to do if they have specific actions they’re taking on that page.

Use the Email Conversion Rate Formula

Whenever you’re implementing any strategy, doing the analysis required to understand if it’s effective is incredibly important. That’s why, when it comes to improving your email conversion rates, you should use the email conversion rate formula.

To do this calculation, you need to divide the number of email conversions you’ve had by the number of emails you’ve sent out. Then, multiply this number by 10. As a result, you’ll have a percentage that shows you how often your emails are successful.

If it’s a low percentage, there’s no need to panic. Think about it this way: Do you open all the emails in your inbox?

If your conversion rate is anywhere between 2% and 5%, you’re doing a pretty good job. If it’s lower, you definitely need to step up your game.

The good news is, once you start keeping track of your email conversion rate, the more you can do to improve your emails so it keeps going up.

Need More Information?

Now that you’ve learned about how you can improve your email conversion rate, you might need more information. Maybe you want some help finding the perfect visuals for your emails. Or maybe you need help crafting that perfect CTA.

Whatever you need, we’re here to help. At Email Oversight, we’re experts when it comes to improving email conversion rates. Additionally, we offer services such as email validation, email activity, data enrichment, phone validation, and post validation. To learn more about how we can help you, contact us here.