The essential part of any successful website is optimization. SEO helps boost your site’s ranking on major search engines and generates more clicks. Just as important, though, is CRO, or conversion rate optimization.
Successful CRO will drive casual visitors to become customers. You can use CRO in many ways, but one central aspect is email subscriber list conversions. With a successful email list, you can boost your click-through rates even higher.
What makes a successful email subscriber list? To put you on the right path, here are five tips to increase your email subscriber conversion rates.
1 – Make It Engaging
One of the best ways to convince people to either buy your product or use your service is by making a personal connection.
When you connect with your audience – in this case, those on your list – you set yourself apart from other businesses. However, you have to find a balance between personable and professional. Being strictly business makes you (and your emails and company) seem like a robot. People want to connect with people, as simple as that.
One way to do this is to tell a story. Whether it’s real or fictional, it’s almost sure to pull readers in and keep them interested. Telling a story is a great marketing technique, and it will engage readers. A good story will keep them reading so that the end of the email can come through with an excellent hook to make them click. Make sure the story is related in some way so that it doesn’t come across nonsensical.
Another part of engagement is the very first thing they see – the subject. Asking questions or introducing a story is a great way to pull people in right away. If your audience doesn’t make it past the subject line of the email, then all the work and CTAs you put in the body of the email won’t matter. Subject lines are a vital part of conversion – they are the reason that people will even bother to open the message.
2 – Make It Mobile Optimized
This point seems obvious, but it is not. Too many companies neglect to make their sites mobile-friendly. That oversight is a big mistake considering the number of individual mobile users is over 5 billion worldwide.
Just because your letter to subscribers looks great designed on a desktop does not mean it will function as well on mobile. Smartphones put everything in the palm of your hand, and it’s crucial to make sure that users who view the email on their smartphones can see everything and click essential links. Small hyperlinks in the middle of emails won’t cut it for mobile versions.
When creating your mobile layout, take multiple possibilities into account with A/B testing, which is a crucial function of successful CRO. Would a pop-up sign up box be more successful, or requesting an email when downloading an app or particular page? Which one is better suited for mobile? Use A/B testing to determine the most comfortable and most effective option.
Another vital component of mobile optimization for email subscribers is using a mobile-friendly email client. It will automatically ensure that your users can view messages on the phone without any issues. Mobile optimization makes it easy to read in a straightforward format.
3 – Link Your Images
If you include any media in your subscription letter, such as pictures or video clips, make those links, too.
In particular, consider linking images to your more popular pages based on analytics. If you know clients enjoy specific pages, then drive traffic to those pages. Linked images often look better than traditional links, as it is “out of sight” but just as easy to click.
Linking images is particularly important for mobile optimization. It’s much easier to click on a picture in an email than to click on a short link.
Images can serve as the link or as a call to action near the end of the email. Either way, one cannot understate the importance of images on mobile.
4 – Use Automated Drip Campaigns
One way to create more conversions is to make sure that your business is always at the forefront of their minds. There are many methods you can use, but a popular – and productive – way is through the use of automated drip a campaign.
These campaigns involve setting up a program that regularly sends emails and messages and preset intervals, particularly after someone has already taken action on your website.
These drip campaigns are useful in many ways. You could set out with the sole goal of keeping your business in mind.
Another widespread use of this method is educational or promotional drips. An educational drip will send a message out to your list of subscribers any time there is new, meaningful information about your business (or something related).
Promotional drips work similarly, but instead, they showcase any deals, discounts, or any limited-run specials that your business may have.
The fact that these are automated campaigns should not dissuade you. Even though an automated program sends the emails, you can still personalize all of the messages and be creative. Use these types of programs to your advantage, and make sure your subscribers are always thinking about your company.
5 -Focus on the CTA
The call to action, typically at the end of the email, is the last way to appeal to your reader and convince them to click through. In a way, it can make or break the message.
Once you have determined what page you’re hoping to have them click through to (a sales page or a landing page, perhaps), then you can cater the CTA to that page.
A good CTA will push the reader in the direction you want them to go. Encourage them to click, or spark their curiosity about what’s on the other end of the link. FOMO, or fear of missing out, is a compelling psychological factor that motivates many people.
It’s essential to keep the CTA on topic, though. If your CTA and message don’t relate to your link, then your bounce rate could skyrocket, too.
Whether you use an agency to help with your conversion rates or decide to tackle it yourself, these tips can help boost your email click-through rates and therefore create more customers. When you find the balance of personal appeal and professional standards, you can create great email marketing campaigns and watch your client base grow!