5 Email Marketing Campaign Techniques For Generating Sales Conversions
Email marketing remains unarguably one of the most powerful marketing tools of the internet generation. As an established channel for engaging online customers, the prolonged existence of email marketing testifies its ability to convert leads into buyers.
It works and every marketer knows that it does!
In spite of the much acclaimed and appreciated success of this fundamental channel, many organizations still suffer from the ‘its-not-working-for-me’ syndrome. The lack of engagement from their subscribers is frustrating and often leads them to waste precious time pondering ‘what’s going on?’
We understand how it feels. The good news, however, is that building a successful email marketing campaign is not rocket science. All you need to do is put your focus in the right places.
In this blog, we’ve listed down 5 factors that might be getting in the way of your email campaigns and 5 things you should do (if you’re not already doing them) to get your email campaign back on track and maximize engagement from your email subscribers.
Let’s take a look at why your Email Marketing Campaigns are not generating sales conversions.
1. You’re focusing too much on conversion rates
Yes, we’re talking about boosting conversion rates and yes, we’re saying that focusing too much on them is a problem.
Viewing marketing solely from the perspective of selling rather than fulfilling customer needs can lead to ‘marketing myopia’.
Businesses that can only think of conversion rates and sales graphs appear as ones that can easily lie to customers to meet their own goals. And in an era where consumers are constantly on the look for values and credibility, it is mandatory for businesses to function with a consumer-first mindset.
You may perform endless A/B tests and analyze your call-to-action and subject lines, but what’ll truly work is content that is highly relevant, clear and compelling. Focus on what your customers want and give it to them via your email campaigns.
2. You’re not leveraging segmented lists
A well-crafted email campaign can do you more harm than benefit if you send out the email to your entire audience. Many marketers make the mistake of not segmenting their target audience. So, no matter how good a campaign is, it fails to gain the supposed traction.
Begin by segmenting your audience base and categorizing your prospect lists. You can segregate based on verticals being sold to, geographic location and even revenue size. Once segmentation is done, creating content tailored specifically to the needs of that segment.
You can enjoy various benefits by segmenting your audience base. We’ve elaborated a few to help you understand why Email marketing segmentation is critical for the success of your campaign.
- Better personalization – focus better on each message based on the segment of customers your addressing
- Improved effectiveness – let your customers know that you can read their mind and understand exactly what their needs are
- Reduced cost – target customers that you know will respond instead of spending money on sending emails to all your customers
- Improved email reputation – achieve great sender reputation among your audience by sending targeted, segmented emails
- Promote to existing customers – nurture current customers and market other things or affiliate products based on their needs
3. You’re not mapping content to the customer journey
Isn’t it annoying when you receive a promotional email endorsing a product you just bought from the same source? Well, if you’re doing the same with customers then you need to stop right away.
Contextual content plays an important role in boosting conversions rate. And for this, it is important to understand where a customer is in his/her journey with the brand. If you’re failing to send the right message to your customers at the right time, you’re simply cooking a recipe for low conversion rates.
Map content to the customer journey to build credibility with your customers and prospects. Map out the entire customer journey and then analyze each stage to identify spots where you can subtly deploy call-to-actions or a sense of urgency.
Being aware of how each piece of content fit into the email campaign is important. Mapping your content to the buyer’s journey is a useful practice and a sure shot way of boosting your email marketing sales conversions.
4. You’re not using a cross-platform strategy
A few years back, developing an email campaign tailored to desktop users would have been enough. However, with the widespread use of smartphone and other handheld devices, adopting a cross-platform strategy is a must for business now. Your content should not only be relevant and compelling but it should also be easily viewable across as many platforms as possible.
More and more customers are making their purchasing decisions on mobile devices. Statistics reveal that 59% of email opens occurred on mobile as compared to 15% on desktop. Hence, if you have an email list of 100 clients, then there’s a 100% surety that half of them would open your emails on their smartphones.
Hence, as important it is to adopt a cross-platform strategy make sure to optimize your emails for mobile opens as well. Here are a few useful tips for doing so –
- Font Size – larger fonts are easier to read on smaller screens
- Layout – A single column layout works best and enhances clarity
- Concise Copy – Short copy makes it easier to scroll and read
- CTAs – touch-friendly, centralized and aptly placed
5. Your campaigns are not A/B tested
A/B tests are useful in that they tell you how different variations of the same email work. If you want to try out new techniques or formats for your email campaigns, it is recommended that you A/B test them.
You can test and optimize various components just like you for a landing page. But here are some components unique to email campaigns that you must test –
- Subject line – Researches conducted have shown that there are specific words that tend to increase open rates. Try out different lengths of the subject line or add personalization.
- Sender name – Another important aspect to test in your email campaigns. Send email from an employee’s email address instead of a generic department address and analyze the results obtained.
- Day of the week to send – Send out emails on different days of the week to see which days they fetch the highest open rates, click-through rates, and conversion rates.
- Time of the day to send – find the best times for your emails so that you can tailor your send times to individual recipients based on their history.
- Call To Action (CTA) – test different variations of CTAs to see which work best for your campaigns.
Now that you’ve understood what your campaigns lacked, here are 5 things you should be doing to make sure that your emails work wonders for your business and maximize engagement from your subscribers.
1. Create a dedicated landing page for each campaign
There are two components of a successful email marketing strategy.
- Each campaign should have its very n landing page.
- Email marketing segmentation should be done to direct each customer to the right landing page.
You’ve already read about email marketing segmentation above. Here, we’ll tell you why it is important to create dedicated landing pages for each campaign.
- Landing pages boost the effectiveness of the email campaign.
- They help in keeping the subscriber focused
- They help cut through the clutter and avoid distractions
- They offer a streamlined approach with continuity
So, to reap the above-mentioned benefits, create dedicated landing pages for your email marketing campaigns. Remember to keep it simple, targeted and to the point. A subtle call-to-action will suffice as long as you make your landing pages highly-relevant to the recipient.
2. Optimize your triggered emails
Triggered emails or behavioral emails are sent to contacts based on their behavior and actions. It is one of the most valuable strategies that businesses can adopt. When you work in a customer-centric sphere, it becomes a necessity to understand the behaviors of the people you’re dealing with.
If you continue to overload the wrong people with too many emails, you might risk losing them. To send great emails with high engagement you need to develop behavioral email campaigns. Here are a few recommendations –
- Segment your contact list based on browsing behavior, purchase history, and other relevant data
- Offer valuable information in the form of blogs, whitepapers, industry events, surveys and trends
- Pay attention to relationship building by greeting them on important occasions like birthdays and anniversaries
- Send out personalized emails that include some personal info about the recipient
- Track email performance by studying open rates and conversions
3. Add visuals to your emails
Adding images to emails can enhance its visual appeal. However, make sure you don’t overdo it or compromise the quality of your copy for its visual appeal.
Test emails across platforms, devices, and browsers so that you have a clear idea of how the images have been rendered. Use segmentation to deliver different and relevant mages to the recipient of a particular segment.
Improve email formatting without hampering user experience or risking load times. Remember, this is a tricky matter that could make or break your campaign. So, run test before finalizing to see what works best for you.
4. Automate your email series
Automated emails ensure constant communication with individual customers without you having to put in much effort. Some examples of such emails include welcome emails, thank you emails (sent after each purchase), abandoned cart emails, etc.
Creating such emails manually take up a lot of time. Hence, automating emails to reach individual customers when they meet a certain trigger is not only time saving but helps maintain continuous communication with the consumer.
Find different reasons to communicate with customers. Use your imagination to find reasons, occasions, and events when you can send an email to your customer. But while doing this, make sure your automated series is relevant to the recipient and does not cause any kind of displeasure.
5. Re-engage your inactive subscribers
Call them inactive contact, sleepy subscribers, or dead email accounts – they are still important to your business but only if you can treat them right. Even as inactive as they are, they do contribute towards your revenue. And you can definitely boost your conversion rate and revenue by re-engaging with them.
Analyze your active and inactive subscribers based on open rates, click-through rates, and conversions. Target your inactive audiences with relevant campaigns. Make them feel important and compel them to come back with incentive, offers, and discount. Additionally, display the request to unsubscribe clearly.
If the customer does not engage with the re-engagement campaign, remove them from your list.
Email marketing is still one of the best tools in a marketer’s arsenal. Marketers should follow best practices and focus on a customer-first approach to optimize their emails for conversions. Leverage the above-mentioned strategies to ensure your marketing organization’s email campaigns are successful.