We’ve arrived to the most exciting part of our discussion – how to improve your conversion rate, that is, how to transition your subscribers into paying customers. It’s time to watch your efforts translate to hard-earned profits.
Here are eight tips for increasing your conversion rate:
1. Maintain Multiple Lists
Depending on what mailing list or autoresponder service you use, you may be able to maintain multiple mailing lists. Utilizing different lists allows you to target subscribers with specific emails that are likely of greatest interest to them. You can build these different lists either by asking individuals directly to sign up for specific lists, or by segmenting your existing list depending on each individual’s prior activity on your site. Personalizing delivery in this way increases the relevancy of your content to each individual, and can help transition your subscribers into customers.
2. Keep Your Emails Brief
The solicitation emails you send out should be brief and include only concise and necessary information. Cut any filler and try to avoid anecdotal accounts. If your solicitation requires more background or explanation, summarize the key details in the email and provide a link back to your website for supplemental information. Alternatively, you may consider breaking up the solicitation into a series of shorter emails.
3. Be Creative
Use the marketing principles you know will be effective, but don’t be afraid to try new things. If you simply recycle the same old email texts, and the same formatting and style, your readers might conclude you’re not offering anything new. Stay current by doing your research, being creative, and trying new approaches.
4. Timing is Everything
Studies show that Tuesdays and Thursdays, around midday, are the best times to send emails. Of course, if every other marketer sends their emails at this time, your email may get overlooked. Plus, all mailing lists are different, so test a few times to discover what suits your situation. Start with Tuesdays and Thursdays around noon, but try other times as well. Test the effectiveness of different delivery times, and study your conversion statistics.
5. Use Analytics
Speaking of statistics, you need to gather data before you can analyze it. Make sure you’re using a dependable analytics service or software to monitor every aspect of your email marketing campaigns, and and revise this information periodically to make calculated and thoughtful adjustments.
We mentioned Google Analytics (http://google.com/analytics) earlier and it’s one of the best tools available – plus, it’s free.
6. Focus on Quality
Many marketers have found that conversion rates are related to content quality level. Consider sending fewer offers or solicitations, but ensure they are of the highest possible quality. You won’t know what works best until you test it out, so above all, focus on generating the best content and most attractive offers for your subscribers.
7. Make No Mistakes
With respect to quality, it’s absolutely critical that there are no spelling or grammatical errors in your email solicitations. If you aren’t able to maintain a professional calibre in your communications, you will certainly hurt your hard-earned status as an expert in your niche.
8. Know Who You Are and Be Yourself
Finally, as you consider the tips on this list, make sure that your personality, or your business’ image, comes through. Successful marketers create a strong identity for themselves, which they use as a “brand” to establish themselves within their industry. Let your brand come through in all of your marketing activities. This goes beyond designing a unique logo or clever tagline – it extends to language used in your communications; stylistic elements of your webpage and informational products; as well as the quality of customer service your business provides. Every aspect of your enterprise should reflect the values and goals you’ve chosen to align yourself with. A carefully crafted brand displays integrity and confidence, enabling you to build long term relationships with existing and prospective customers.
Over time, through trial and error, you’ll come to discover what works best for your mailing list. But remember – even once you find that perfect formula – trust your ingenuity. Stay curious and remain relevant by considering different approaches and experimenting with new methods. We’re nearing the end of the email marketing series, but I have a few more parting thoughts to share in one last post.