When it comes to digital marketing, email traffic is as important as it gets. The reason that emails are so important is because you’re attempting to direct people to your website that have already opted-in to your email list.
This means that it isn’t the same as cold conversions because these people already know your company, like what it is that you have to offer, and are essentially further on in the buyer’s journey.
So creating lead conversions with those who are already interested in what it is that you have to offer is extremely important to your and your business.
With the proper use of analytics, you can track exactly how engaged your leads and customers are. You can track which types of emails they’re reacting to, and which types that they aren’t. This allows you to create content that better engages leads and clients, ultimately giving you a higher ROI.
There are two primary metrics when it comes to email marketing and those are open-rate and click-through rate(CTR). The open rate simply means that the person has clicked on the email and perused what it had to say, while the CTR means that they actively clicked the link and followed whichever instructions were implied in the email.
Increasing conversion rate involves incorporating a range of tactics such as optimizing website design, optimizing product pages, and utilizing conversion tools such as personalized messaging and popups.
These can be used to nurture leads throughout the conversion funnel and make sure customers at each stage in the journey receive an experience that is tailored to their preferences and needs. A conversion rate optimization strategy should not be limited to website design, however.
It is just as important for businesses to analyze customer behavior through comprehensive customer data tracking methods so they can understand which steps are drawing visitors towards conversions.
Additionally, well-crafted lead nurturing campaigns involving email automation and thorough personalization can help shift casual browsers into genuine prospects and eventual buyers.
Taking the time to review conversion analytics after testing strategies provides valuable insight into conversion trends and reveals new opportunities which is highly recommended so businesses can understand what works best for them when targeting customers.
Whether through changes in email addresses or the content no longer suiting them, your email list will decline significantly each year. This will, of course, lead to drops in your conversions. That’s why it is important to always be generating new leads, and replenishing your email list.
By keeping it up to date, and filled with interested leads, you will ensure that you are meeting your conversion quota.
Unfortunately, for many the idea of email marketing is nothing more than spamming. While, of course, it offers way more than that, many businesses don’t personalize their emails, and just share a plethora of content to everyone on their list, whether it has any relevance or not.
The best way to do it, is to start off by asking those on your email list what they are, and generate content specific to what it is they’re looking for.
To piggyback on the previous point, creating lead nurturing segments is basically creating categories of emails that will be sent only to those who have signed up for them.
Business owners can be put in a business owner segment, while marketers can be put in a marketing nurturing segment. The more that you personalize your campaign, the more leads you will generate and the more conversions that will make.
To have a clear understanding of exactly how well your email marketing campaign is working, you need to have proper UTM tags in the links in your email. Otherwise, people won’t be tracked under email traffic when they click. Without that, you can’t have an accurate picture of whether or not your campaign is running successfully.
This might seem fairly obvious, but the truth is, many marketers don’t put them in their emails. Don’t ever underestimate the convenience of clicking on a link that is right in front of your eyes, rather than searching up the website on Google, or whichever search engine tool that you use.
Having the link ready to go, will create far more conversions. So make sure that you aren’t forgetting to do it.
If you write a blog post that explains an issue a lead or client has been having, make sure to send an email directly to them. Something like “hey, I remember that you were having a hard time with conversions. We just wrote a blog about ways in which you can fix that. Check it out here.”
This goes back to the personalization aspect of an email marketing campaign. People like when you think of them directly, and when you answer questions that they’ve had.
Increasing conversion from leads to sales is an important goal for any business. In order to be successful, an effective marketing strategy must be in place. One of the top activities you should focus on to increase conversion is creating engaging and informative content that speaks to your target audience.
This content could come in the form of website articles, blogs, social media posts, emails, or even videos. Additionally, actively nurturing your leads through automated email nurture campaigns can keep them connected with your company and help convert them more quickly.
Crafting personalized messages based on customer interests and needs is an especially powerful tactic that can boost conversion rates.
Furthermore, leveraging remarketing strategies such as retargeting ads can draw back visitors who have already interacted with your product or service before and encourage them to take action. All these strategies and more can go a long way toward increasing lead conversion to sales for your business.
Your email list is as important an aspect as any. You need to make sure that you’re running your email campaigns properly. These leads and clients already like what you have to offer. They want to feel like they’re being heard, and it’s your job to do this. This is the best way for you to turn those leads into conversions, and receive a better ROI.