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Strategies for Increasing Your Email Program's Conversion Rate

April 17, 2012 By Patti Renner
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Your efforts to target email may have an Achilles' heel. It's true that most email marketing gurus recommend sending to niche segments, delivering highly relevant content. Analysts agree, saying that customer-focused messaging within email (and across digital channels) is the best way to go. No matter how well-targeted your email may be, however, consumers aren't likely to click through or take action if your message (or its design) lacks clarity of purpose, sends the reader in too many directions or appears irrelevant.

Here are three questions to ask yourself in an effort to create better performing email campaigns: 

Question No. 1: What do you want the recipient to do? Focus on the one thing you'd like your recipient to do. Build your copy and call to action around that objective. Resist the temptation to pack too many options in your design with multiple calls to action. For instance, a retailer's email to promote its new summer collection should do just that, not drive recipients to huge discounts on winter clearance items within the same email with similar visual prominence.

Yes, you have great value to share, but if you share too much all at once consumers may become visually overwhelmed and move on. Perhaps marketers should worry less about list fatigue, which inspires them to cram as much as possible into each send, and more about clarity of purpose. A healthy list doesn't mean much if your emails don't convert. Keep the focus of your email clear and make sure your call to action, promotion or campaign goal takes center stage.

Question No. 2: What value does this email serve? Now that you've got a clear idea of what you'd like the recipient to do, think about the value your email serves. Give them a compelling reason to engage with you. Tell them what they get and how they'll benefit from taking the action you propose. Consider the consumer's point of view. From their perspective ask yourself, "Why would I buy from this brand? Why would I want to go to this website?" Having a clear WIIFM (what's in it for me) approach can help boost campaign results.

Question No. 3: Who cares? It's a brutal question. This is where the concept of relevancy comes into play — crafting the best message for each send segment. When reviewing your messaging, consider why this email content/information will matter to the recipient. Why should they care at this point? Where are they in the customer life cycle? What was their last exposure to this particular campaign, and how did they respond?

 

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FROM THE BOOKSTORE

PDF FORMAT

<i>"Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated."</i> -- from <i>The Ultimate Guide to Email Marketing</i> 

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•	6 Ways to Make Your Emails Mobile-Ready
•	Email Branding — The 16 Most Effective Strategies
•	11 Best Creative Practices for B-to-B Email Marketing
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<u>About DirectMarketingIQ</u>
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry.

Note: You must have Adobe Acrobat Reader in order to read The Ultimate Guide to Email Marketing, which is in PDF format. The Ultimate Guide to Email Marketing

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