Increasing email conversion rates is a key factor in the success of any online business.
There are many types of conversions to consider when growing your business online that will help to increase profits. Some of these conversions include, opt-ins, email opens, click-through rate, social interactions, web site visitors, video views, clicks, etc
For every type of action your trying to increase conversions on, there is a corresponding result that can happen to produce more sales and profits for you and your business.
So it is imperative to always be tracking and split testing your marketing components and keep track of your businesses metrics.
Conversion rates are something to not take lightly, and should always have your attention.
You should always be looking for more ways on how to increase the conversion rate of all your marketing methods online, especially email marketing, because email marketing is the most powerful marketing channel there is.
After all, more than 4 billion people worldwide use email (The Radicati Group)—that’s a whopping 52% of the entire worlds population. 61% of those email users say they actually enjoy receiving promotional emails weekly (Marketing Sherpa).
What this means to you is that email marketing is probably really important for you to focus on. If you’re not already, you should be building your email list. If you’re already using email marketing, you should be paying attention to your data so you can improve upon your results and conversions.
In this article we will explore several of the most common ways to increase email conversion rates – let’s go!
Your opt-in rate is the number of visitors it takes to get a new email subscriber. So if you get 100 visitors to your lead capture page or website, and 20 people put in their details to subscribe to your email list, you have an opt-in rate of 20%, or a conversion of 4 subscribers for every 20 visitors.
So now you know if you are getting 100 visitors a day to that same page, you can expect roughly 20 new email subscribers a day. 20 X 365 days in a year equals 7300 new leads a year.
Generating 20 new leads a day is great, but you should always be looking to do better, because getting new leads cost time and money.
What if you could increase this number by 5%?
A 5% increase would equate to another 5 more leads a day, and an increase of 1825 more leads in a year..Which is 1825 more potential customers. How many more sales could you make with another 1825 leads every year?
Think about it, this is just an uptick from only one email marketing conversion type.
How to increase your opt-in rate
1. Split testing
Your lead capture page or website page with your opt-in form on it.
Split testing, also referred to as A/B testing, is a technique that can be used to improve your opt-in conversion rate.
Split testing involves using two versions of the same page, with one being the control and the other being a slightly tweaked variation of the original.
This updated variation is typically created in order to test a small change to see if it increases your opt-in rate.
Next, you would send equal amounts of traffic to both lead capture pages, to see if the change you made worked to increase conversions.
Usually what most marketers do is use tracking software like ClickMeter that also acts like a rotator. You set your two pages to rotate evenly.
For split testing to be effective:
1. You need to run a decent amount of traffic to both pages, we always do 2000 visitors to each page. If you do not run enough traffic for your split test, it will not be very accurate.
2. You want to make small adjustments only to the variation page, as an example: Change your call to action only, if that does not increase conversions after testing, you would change back the call to action on the variation page and change something else, like maybe your headline. Even changing colors on your subscribe button can have an effect on conversions.
Just always make sure to keep the original page intact and only tweak one thing on the variation page each time you run the split test, otherwise you will not know exactly what made the increase.
Split testing can be done for lead capture pages, sales pages, bridge pages, basically any page you control and can alter.
Its an effective method to increase email conversion rates!
2. Link Tracking
Again if your using tracking software like ClickMeter, you will know where the majority of your opt-in conversions are coming from, because you can track your landing page after opt-in.
So if one traffic source you are using is outperforming all others, you will want to focus the majority of your resources scaling that traffic source.
Tracking software is an absolute must, it can aide you in both avoiding bad traffic sources that offer little to no conversions, as well as give you the ability to do split testing of multiple pages.
Every percentage increase you get no matter how small, will help you increase your bottom line.
Email Open Rates
Most people on average receive over 100 emails every single day.
That’s a lot of competition for attention, which is why figuring out how to increase your email open rates can lead to higher conversions from your email marketing.
Increasing email opens continues to be one of the most important marketing challenges for many businesses and online marketers.
Yet again if you can increase your email open rates by even 5%, that can yield to even more conversions for you.
More people opening your emails, equals more potential eyes on your offers – a sure fire way to increase email conversion rates!
What is an email open rate?
Here is how email open rates are defined and calculated.
Email open rates are calculated by dividing the total number of emails opened by the number of people sent to. It’s a pretty simple statistic.
Send an email to 5000 people.
500 people open your email.
That would give you a 10% open rate.
What is a good email open rate?
The email open rate average across all industries is right around 20%. Having said that, different industries have different average open rates, some industries are much higher than others.
The best way to determine a good email open rate for your business is by tracking your actual open rates for a full three months and averaging them. That gives you a target against which you can measure your open rates over time to ensure that they keep improving.
This email open rate image below is provided by GetResponse, and as you can see they break it down by industry averages, and gives additional statistical data.
Just realize these are averages and your open rate per your industry my be higher or lower depending on how well you engage your subscribers and write strong subject lines.
How to increase email open rates
1. Get new subscribers
The average Churn rate for any email list is around 20% yearly.
Churn rate means the rate at which you lose subscribers for any reason.
Such as: hard bounces, unsubscribes, email abandonment through no longer being interested in what you offer (this is the dead portion of your email list, they are there but most likely will never open your emails again).
So now that you know you lose approximately 20% of your email list yearly, the first way to keep your open rates high, is to bring in fresh blood consistently. Do not become stagnant in keeping traffic coming in and getting new subscribers, because over time a portion of your email list will die.
Building your email list with fresh subscribers should be one of your main priorities. Some subscribers will read your emails for years, some will not. We have some subscribers who have been with us now for 15 years, and are our best customers.
Adding new subscribers to your list equals an increase email conversion rates, if you follow the steps on our FREE course.
2. Email List hygiene
Clean your email list by deleting unsubscribes and people who have not opened any of your emails in the last 6 months to 1 year (non openers).
If they have not opened even one of your emails in 6 months to 1 year, they are most likely never going to.
Sending emails to large numbers of people who NEVER open your emails will bring down your deliverability rate, and affect your email open rates –hence lowering your conversions.
3. Email more often
If you do not email your list at least a few times a week, you really risk them losing interest in your offers.
If your subscribers only see an email from you once a month, they might even forget who you are and that they ever subscribed, unless you have a really recognizable brand, like Amazon.
Heck they might even think you are a spammer especially if they have forgot all about subscribing to your email list because it has been so long since you sent them an email.
4. Re-engagement campaign
Try to re-engage your subscribers and offer your email subscribers something valuable for free or a big discount if they open your email.
Whatever your offer is, make it extraordinary and utilize a subject line that spells it out clearly.
5. Write better subject lines – look through some of your past emails you sent that got the highest open rates, if you have had some subject lines that really kicked up the opens, send it again. And try and mimic what worked in those subject lines with new ones you write. Maybe it was the topic, maybe it was the subject line itself, experiment with it.
Look at these subject line examples for some inspiration. There is a formula that will help you increase your open rates, learn it and master it.
**Copy it and do not lose this, Here is the absolute magical formula!
End Result Customer Wants + Specific Period Of Time + Address The Objections
Lose Weight While You Sleep -Stress free
$90,000 a Year Repairing Cracked Windshields in your spare time
Write a Book in 30 Days that sells like hotcakes
Write killer headlines in 2 minutes without thinking
How to triple your opt-ins in 30 days for free
How to eat more and still lose weight. (I like this lol)
How to start a 6 figure biz today with NO risk
Another subject line type we do at least once a month is the reply to email type.
Examples: Can you reply to this email, we have something special for you?
Subject lines are pivotal to increasing email conversion rates.
6. Subscribe to your own email list – last but not least, always subscribe to your own email list from several of your email accounts.
You need to see how your email and subject lines show up in your email providers.
This has led us to shorten some of our subject lines because of how a subject line got cut off when it was delivered. Plus if you make any mistakes you will know it.
Click Through Rates (CTR)
Click-through rate measures how many times recipients click a link in your email, and it is one of the markers of your subscribers engagement.
The higher your click-through rate, the more things are going well for your emails; it means that you’re not only getting great inbox placement, but also that your content is compelling and relevant to what they want, so people are clicking.
The click-through rate is calculated simply by dividing the number of clicks on your links in your emails by the total number of emails sent.
So now, if you send an email to 5000 people and 150 people click on your link in the email, that’s a 3% CTR.
Click To Open Rates (CTOR)
The CTOR, is one of the most important email marketing benchmarks, because it shows you of the actual number of people who opened your email how many actually followed through and clicked on your link.
This is a more accurate measurement of how compelling your email copy is, because it’s not bringing into the calculation the total number of people you sent the email to, as some of your email list will always be dead weight.
So we always use the click to open rates for our metrics, as it is a more accurate assessment.
The CTOR is calculated by dividing the number of clicks on your links in your emails by the total number of emails opened. If 500 people opened your email and 150 people clicked on one of your links in it, the CTOR would be 30%
What is a good click-through rate?
On this image provided by GetResponse you can see the average Click-through rates and Click to open rates by industry. Again your own rates may very depending on how well you write compelling ad copy and engage your subscribers.
How to increase your click-through rates
1. Open rates
Well the first place you want to start is following the advice we laid out above with increasing your open rates, because the more people who open your emails, obviously the more potential people who will click on one of your links.
2. Email copy
Once subscribers open your email, the content is what will keep them reading and lead them to click your links.
Emails should be used as a summary or overview that solves a problem. The longer it is, the more likely your reader will get disinterested and not take any action. Make sure each email you send has one main objective. This way, your readers don’t get distracted or confused on what direction they need to take next.
Here is a formula we designed to aide you in writing more compelling emails that get click-throughs.
Acknowledge a problem
by relating it to yourself
Solve the problem -using the product or service you are trying to get action taken on
Close them into taking immediate action
Remember every product or service we use in life solves a problem for someone…People make decisions and take action based on pain or pleasure.
3. Improve your call to action – A call to action (CTA) is a word, phrase, or sentence that prompts the reader to take a specific action, like click your link.
Examples of Call to Actions:
Click here to join us now
Click this link
Click here >>
Click here to get started immediately
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Marketing has changed a lot over the past few years, but the ultimate goal has remained the same.
You need to drive your subscribers to take action to get conversions.
CTAs are essential for making this happen. So as a marketer, it is critical that you learn to write effective ones.
4. Offer incentive or bonuses – many marketers use incentives and bonuses that they give away or offer discounts for when promoting to their email list. These can be coaching calls, a free ebook, a deep discount, a phone call, a free course, etc. What you would offer is up to you and should be specific and relate to the products or services you are trying to sell.
If your still having a problems getting your emails acted upon, you will want to take a course on writing compelling ad copy, I guarantee it will help you. This is a skill we mastered over time by doing it over and over again and we have taken many courses on copywriting, we are still getting better at it.
“The repetition of doing something over and over again is the mother of all skill”
How Increasing Conversion Rates Boosts Your Success
The most successful businesses and marketers online, all have learned how to increase the conversion rates they are getting. They make every dollar count and are very wise in using tracking software and data they have collected to scale their results to new levels. Simply making small adjustments can significantly increase the number of conversions you are getting, especially when you make them in all aspects of your email marketing. They all add up!
We really hope this article on how to increase the conversion rate makes your email marketing much more effective and prosperous. If you ever have any questions, don’t hesitate to post them in the comments section below or just say hello 🙂
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Richard And John Weberg