The tactics game: increase conversion rates from email marketing
Data is key. Analyse it, optimise it and use its latent energy to power the content of your emails. Create an enjoyable journey that will lead customers straight to your door. The following is a brief overview of some proven tactics to increase conversation rates email marketing:
1. Quality data
Structure your database and continuously update and hone your data. Utilise data appending and cleaning services as part of a regular maintenance program.
2. Study trends
Take a look at the available information on social media sites to understand what your target audience is talking about, what their concerns are and what types of questions they are asking.
3. Understand the marketing landscape
The information age has allowed businesses and individuals to research a product or solution themselves, before engaging in a sales conversation with you. Many will have developed a preference. It is essential that you provide the right type of email content at the right time.
In B2B marketing, you may be talking to more than one person and, in practice, will want to talk to at least three: the user, the influencer, the decision maker. Data appending can also provide alternative contacts within your target business.
4. Research – creating persona
This is where you reap the rewards of a well-managed and maintained database. Know who you are talking to. Create a one page bio for each persona. Gather information around demographics, goals and objectives (work and personal), how you can help them and typical objections they may have towards your solution or product. Counteract these objections even before your customer has voiced them. Really understand who you are engaging with and tailor your email content accordingly. A well designed database will collate much of this information and regular data matching will fill in the gaps.
5. The buying cycle / customer journey
If you understand your customer’s buying cycle then you can identify key points at which to interact and provide the right information to help them along their journey. Research has shown that 65% of customers, state that the winning vendor’s marketing content had a significant impact on their final decision.
6. Automation
Set up some great automated emails. An obvious one is to send a welcome email to a new customer or potential new customer who has just signed up on your website. Automated emails appear far more personal as they have been directly triggered by customer action.
7. Create content – write for conversion
Give your audience the information they want. Even if you think the features of your product or solution are fabulous, your audience will not be interested unless there is a benefit relevant to them. Change each feature into an advantage. Then tell your audience what the ultimate benefit to them really is.
8. Analyse and Optimise
“Study the past if you would define the future” Confucius. Look at what your data is telling you and respond appropriately, and you will increase conversation rates. Managing and maintaining quality data is king!
