Think about it. How many online communication platforms have lasted as long as email while retaining (and even increasing) their relevance? When was the last time someone told you friend them on MySpace or to read their blog on Xanga? (How many of you reading this just remembered what Xanga is?)
Email, on the other hand, is here to stay (bet on it). It remains a staple in online marketing, and if you aren’t using it, you should be. The ROI on email marketing sits at a ridiculous 4,300%, and using email to nurture leads produces 50% more sales ready leads.
Of course, there is a system to making email work for you. That’s why we’ve put together four quick tips to help you increase email conversions and make some sales.
(Pro-tip. The following advice works best with an email service or CRM. We suggest either MailChimp or SendGrid.)
Keep Your Attention Ratio at 1:1
Attention ratio is the number of clickable options in an email vs the action you want a reader to take. The more links you put in an email (or the more products/services you try to sell at once) the less likely you are to get any conversions.
Keep your attention ratio at 1:1. 1 goal, 1 click. Nothing more. Focus your emails on exactly what you want the reader to do and don’t give them any more options. If you you’re running a sale on shoes, don’t link to anything other than shoes page on your website.
Speaking of which….
Call to Action
You have to include a call to action.
In case you’re REALLY behind, a call to action is when you tell the reader exactly what you want them to do: “BUY NOW” “LEARN MORE” “SIGN UP TODAY”.
The CTA directs the reader towards your conversion goal. It tells them what to do next.
You don’t have time to trust your readers to seek out your website, and they don’t have time to do it anyways. Make a big, bright button, put it at the end of your pitch, and lead them where you want them to go.
Segment!
Segment your email lists into categories based on similarities. This allows you to focus and personalize your emails to certain groups of people. Most email services or CRMs come with some type of reporting and analytic software, so get in there and start digging.
You can segment your emails based on a number of different factors. For example:
- General demographics such as age, sex, or location.
- Purchasing behavior
- Hot, warm, and cold leads
- Current clients and potential clients
- Mobile users and desktop users
A narrow focus increases your chances of a conversion because you can craft the email to be more relatable to the reader.
Follow Ups
Most of the time, it takes more than one touch to convert a lead. In fact, it usually takes between 3-5 follow-up emails to get things going. Don’t just throw out an email to the masses and wait for a response. Get out there and nurture your leads.
Again, email analytics are going to come in handy here. You should be able to determine who exactly opened your email, and even the ones who clicked (but didn’t buy). Use this information to follow up, perhaps more personally (here are some amazing examples of follow up email templates).
And if all else fails, use the Lion Email.
Questions? Comments? Something to add? Let us know in the comment box.
