How to Build Effective Email Campaigns That Convert
For any business expecting to flourish online, having a website that offers a great user experience and turns visitors into customers is essential. Implementing strategies to optimize conversions and enhance user experience takes research, testing, and a customer-focused approach. This blog post explores proven techniques for boosting website performance in these key areas.
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The procedure that turns website visitors into customers is known as website conversion. When your conversion rate is high, more visitors to your website become leads, buyers, or email list subscribers.
User experience, or UX, includes every facet of how users engage with and see your website. An exceptional UX means site visitors can easily find information, navigate pages, and complete key actions.
What is Email Marketing?
Email marketing refers to sending commercial messages to a list of subscribers via Email. It allows you to directly engage with your audience to promote your product, content, events, and more, says Neil Patel.
With a reported R.O.I. of $42 for every $1 spent, Email outpaces other channels like social media, SEO, and paid ads. It provides extensive segmentation options to target users based on preferences and behaviors. Overall, it is one of the most cost-efficient ways to drive conversions.
Why is Email Marketing Important?
There are several reasons why email marketing should be an integral part of your overall digital strategy.
- Low-cost: Email is one of the most budget-friendly marketing channels. Sending emails is either free or has a low variable cost.
- Measurable results: You can accurately track email metrics like open, clickthrough, and unsubscribe rates to iterate and improve campaigns.
- High R.O.I.: With every $1 bringing $42, email marketing provides one of the highest returns across digital channels.
- Easy segmentation: You can slice and dice your subscriber list based on demographics, interests, past behaviors, and more to target relevant content.
- Quick testing: You can swiftly set up A/B tests to optimize subject lines, content, designs, and more to boost conversions.
- High deliverability: Inboxes generally deliver promotional emails reliably, leading to high traffic and engagement.
Advice for Making the Most of Your Email Marketing Efforts
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Establish Goals
The first step is identifying goals to guide your email marketing efforts.
Without clarity on business objectives, you may create impressive campaigns but fail to move the needle on important metrics.
Why Establish Goals?
- Provides direction by defining targets to work towards
- Enables creating relevant campaigns aligned with goals
- Sets benchmarks to track progress and iterate efforts.
- Focuses budgets and resources on high-impact activities
How to Establish Goals
- Identify the purpose behind your email campaigns based on business needs – whether lead gen, subscriber growth, engagement, etc.
- Then, set numeric targets for relevant metrics like open rates, clickthrough rates, conversion rates, revenue, etc.
- Always set specific, measurable, achievable, relevant and time-bound (S.M.A.R.T.) goals.
- Finally, determine benchmarks by researching industry averages to evaluate campaign performance.
Here are some examples of strong email marketing goals:
- Increase coupon code conversion rate from 2% to 5% in 6 months
- Generate $50k in revenue via email campaigns annually
- Achieve an email open rate of 25% and a clickthrough rate of 8% monthly
Use such goals to plan campaigns that deliver meaningful R.O.I.
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Build Your Email List
Growing a healthy email subscriber list is vital for email success. More qualified subscribers means bigger audiences for campaigns.
Why Build Your List?
- Bigger lists increase the addressable audience for campaigns.
- Segmented subscriber data enables personalized targeting.
- First-party data is more reliable than rented/bought lists.
How to Build Your Email List
Offer Lead Magnets
- Lead magnets (freebies) encourage visitors to exchange emails for access. Ebooks, whitepapers, templates, etc., make great lead magnets.
- Offer relevant, valuable assets that resonate with your audience. Provide gated access in return for email sign-ups.
Integrate Sign-up Forms Everywhere
- Place email sign-up forms across your website, blog, resource pages, pop-ups, etc., to enable visitors to join your list.
- Reduce barriers to sign up by having a short, clear call-to-action across multiple pages.
Promote Through Other Channels
- Leverage owned channels (social, Email), paid ads (Google, Facebook), and outreach to promote lead magnets. Funnel wider audiences into your email lists.
- Retarget engaged visitors across channels to convert more sign-ups.
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Define Your Audience
Get crystal clear on your target audience – their needs, behaviors and preferences. It helps create relevant messaging and content.
Why Define Your Audience?
- Creates buyer personas to represent audience segments
- Surfaces pain points to address in campaigns.
- Provides psychographic data to Fine-tune messaging
- Enables personalized email content for relevancy
How to Define Your Audience
- Use market research, social listening, surveys, etc., to gather intel on audience demographics, firmographics, needs, and characteristics.
- Map findings to develop detailed buyer personas – semi-fictional representations of key segments.
- Outline personas to guide content to resonate with audience values and preferences.
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Create an Email Marketing Strategy
An email marketing strategy provides a playbook to plan and execute effective campaigns.
Why You Need an Email Strategy
- Gives direction with targeted timelines
- Helps prioritize campaigns and resources
- Ensures consistency across marketing activities
- Maximizes R.O.I. through alignment
How to Create an Email Strategy
Use this planning template to craft your strategy:
- Set goals to determine campaign KPIs
- Outline target segments from a subscriber list.
- Create buyer personas to represent audience groups.
- Develop positioning to differentiate your brand.
- Set a tentative campaign calendar to map initiatives.
- List resources like budget, tools and team bandwidth
- Determine campaign success metrics to track
Flesh out details to create an actionable email marketing blueprint.
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Craft Effective Emails
Mastering email copywriting and design is vital for campaigns that compel action.
Why Effectively Craft Emails?
- Good copywriting encourages opens, clicks and conversions
- Personalization makes emails more relevant
- Mobile optimization enables easy access and reading
- Visuals make emails more engaging and scannable
Concise body copy keeps the prospect's attention
Tips to Craft High-Impact Emails
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Here are some best practices for crafting emails:
- Catchy, Benefit-Driven Subject Lines
Chunk body copy into small paragraphs of 2-3 lines instead of dense blocks. Combining compelling copy with smart design lifts campaign performance. Test and refine your approach with every send. Brief Paragraphs
Build trust by using friendly, human language – avoid overt sales pitches or hype.
Place vibrant C.T.A.s within the body copy and at the end of emails. Avoid ambiguous language – be ultra-specific on the desired action.
Conversational Tone
Uniform fonts, colors and layouts across campaigns aid brand recognition. Don't clutter emails with distracting elements.
Clear Call-to-Actions
Break up text with headers, bullet points and highlighting. Use visuals like photos and icons, too. It improves engagement.
Clean, Consistent Design
With the majority of emails read on mobile, ensure a seamless experience across devices. Use minimal design, single-column layouts and big CATs
Scannable Content
Address prospects by name and use dynamic content related to their activity. It builds relevance and trust.
Mobile Optimization
Subject lines convince subscribers to open emails. Use emotional triggers like urgency or exclusivity. Communicate concrete benefits to compel action.
Personalized Body Copy
Measure Performance
Why Measurement Matters
- Identifies top-performing campaigns to double down
- Surfaces poor-performing initiatives to fix or nix
- Supports A/B testing by evaluating variations
- Tracks progress towards email goals.
Key Email Metrics to Track
Monitor these essential metrics to gauge campaign success:- Open Rates Percentage of delivered emails opened by subscribers. Benchmark 10-25%.
- Clickthrough Rates (C.T.R.) The ratio of unique clicks to total emails delivered. Benchmark 1-10%.
- Conversion Rates Percentage of clicks leading to target actions like purchases. Varies based on business.
- Bounce Rates Percentage of undeliverable emails due to invalid addresses, etc. Benchmark sub 5%.
- Unsubscribe Rates Percentage of recipients opting out from your lists. Benchmark sub 0.2%.
- List Growth Rates Percentage increase in net new contacts added to lists. Set growth targets.
Cut Through the Clutter with Strategic Email Campaigns
Generic email blasts go straight to the trash folder. To genuinely connect with audiences, you need campaigns tailored to subscriber needs with compelling content and calls-to-action.
As email marketing specialists, Moobila helps brands craft strategic campaigns that break through the noise to deliver results. Our team will get to know your audience, create differentiated messaging and content, and optimize every aspect, from subject lines to mobile responsiveness.
We’ll set clear response rate benchmarks and provide detailed analytics on subscriber engagement over time. Continual A/B testing and optimization will ensure your open, clickthrough, and conversion rates outperform industry averages.
Let’s discuss a custom email marketing strategy to strengthen subscriber relationships while also growing your list and driving conversions. It’s time to make email work for your business.
Let’s discuss how our conversion optimization services can help you turn website traffic into sales. We’ll analyze your site and share a custom plan for multiplying conversion rates in just weeks.
Key Takeaways
Here are the most vital tips on how to build effective email campaigns,
- Set goals to drive business objectives and benchmark metrics to track
- Build segmented lists via lead magnets, integrations and promotions
- Define audience through buyer personas to guide targeting
- Strategize campaigns based on goals, timelines, resources and metrics
- Craft relevant emails personalized for the intended recipients
- Continuously test and measure through A/B testing and email analytics
By following this comprehensive playbook, you can break through the noise to engage your audience successfully using Email's unique advantages.
The strategies covered will help lay the foundations for campaigns that meet business needs. Double down on what delivers, rectify poor performers and scale your email marketing maturity over time.
Written by: Rabeea,
Senior Content Lead Moobila
Senior Content Lead Moobila
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