The year is just beginning, making it the perfect time to review our 2019 marketing strategy and explore ways to boost our conversion rate.
If you’re interested in this topic, here are some key insights to help you understand everything you need to know about conversion rates and how to improve them.
A well-designed email marketing campaign can significantly increase your conversion rate. It’s important to stay on top of the latest email marketing design trends for 2019, which are closely linked to graphic design trends and web design trends for the coming year.
Let’s take a look at how to improve our conversion rate and drive better engagement.
We know that thousands of users receive dozens of emails every day, many of them related to buying and selling.
We need to stand out, break out of the grey zone, and surprise our audience!
So, how do we do it?
How to improve your conversion rate
The first step is to gather all the information you need to manage your email marketing strategy effectively. Let’s start by clarifying a few key concepts.
Conversion rate
The conversion rate is the percentage of users who complete the desired action defined in your email marketing strategy.
Specifically, in email marketing, it’s calculated by dividing the number of conversions by the number of emails sent.
It’s worth noting that email marketing offers the highest known return on investment (ROI)—around 40%.
That means for every euro invested, you get 40 euros in return.
This is because email marketing is highly cost-effective, so even small improvements can yield significant returns.
Additionally, your conversion rate is influenced by:
Delivery rate: The percentage of emails successfully delivered to users. A higher delivery rate means a better-quality database of potential targets; otherwise, you’ll see a high bounce rate.
Open rate: The percentage of emails that are actually opened by recipients.
Click rate: The percentage of users who click on links within your email.
ROI: Return on Investment. This metric measures the relationship between what you invest and what you get in return, providing a clear indicator of the effectiveness of your email marketing strategy.
If you want to dive deeper into these concepts, check out our previous post on the topic.
Now that we’ve covered the basics, let’s look at the most common types of conversions. As you’ll see, it’s not just about selling products—there are many ways to generate revenue.
Types of conversions in email marketing campaigns
CTR, Click Through Rate
This refers to the percentage of users who click on links within your email.
Tip: If this is your main conversion goal, avoid including more than two links per email to keep your subscribers focused.
Form submissions
Sometimes, your goal is to collect user data through a form.
Tip: It’s proven that conversion rates increase as the number of form fields decreases. The simpler, the better.
Subscriptions
Here, the conversion is a subscription—usually to a newsletter. The real value lies in the future email marketing strategies you can implement with these subscribers.
Downloads
You might also run email marketing campaigns that encourage users to download something—a classic call to action.
The success of these campaigns is measured by the number of downloads and is closely tied to inbound marketing strategies.
Sales
Finally, the most obvious—and often the hardest—conversion to achieve: sales.
This is the ultimate goal for most businesses, and the previous conversion types are designed to support and drive sales growth.
How can I improve my email marketing conversion rate?
Here are nine tips to help you boost your email marketing conversion rate:
- Segment your mailing lists
- Craft compelling subject lines
- Offer incentives for signing up
- Use attractive design
- Pay attention to your messaging
- Include clear calls to action
- Share success stories to engage users
- Increase the frequency of your emails
- Treat email marketing as a long-term relationship
Conclusions:
Now you have all the information you need to stay ahead of the competition. If you didn’t know this before, now you do—and if you did, it’s time to put it into practice or hire someone who can. It’s an investment that pays off.