Amidst all of the companies peddling their email marketing plans to customers, you’ve surely heard the term “conversion rate” thrown around. This refers to the percentage of customers that, well, become customers—or complete a desired action, such as signing up for a newsletter or downloading a white paper.
We know what you’re thinking: you don’t want to be “that” website. That brand that sends out pesky marketing reminders to already-annoyed customers. In fact, you may not really see how email marketing follow-ups are helpful in the first place.
The fact of the matter is, though, that companies leave money on the table when they skimp on email marketing. Let’s examine some of the reasons for this common oversight and take a look at how you can communicate these follow-ups to your customers in ways that inspire engagement and conversions—rather than frustration.
Email Marketing: Best Practices
In order to ensure that your website is optimized for email marketing, there are a number of what we like to call “best practices” that you should keep in mind. You may tweak some of these, depending on the nature of your brand, but generally speaking, these tips are tried-and-true.
Abandoned Cart Emails
There’s any number of reasons that a customer might close out of your site while placing items in their virtual shopping cart. A good portion of these reasons are purely accidental in nature—maybe the customer’s web browser glitched, or they had to attend to something happening in their daily life.
An abandoned cart email is an automated email reminder that a customer closed out of your site without purchasing the items in their cart. The abandoned cart email could be just the gentle nudge they need (i.e., “You know what? Maybe I will buy those items after all!”). It’ll also keep your brand from being forgotten amidst all the hustle and bustle of the customer’s life.
Deals That Require Emails
This one’s a classic—the good old-fashioned promotional email. Email marketing can be more convenient for both your brand and the customer than paper mail ads, which means that email promotions end up being a big incentive for making purchases.
We recommend sending around two to three emails a week, tops. This will keep you relevant to the customer, but won’t come across as pesky. You’ll also want to keep in mind the demographic you’re emailing; a younger crowd is far more likely to positively respond to regular promo emails, while the over-35 age group may prefer emails just once a week, or even once a month.
However you choose to go about it, you’ll want to have a balanced ratio of emails with deals and emails purely with information about your brand or industry. Too many promotional emails may come across as desperate or overwhelming, while too few may read as stingy. And then, of course, informational emails keep customers engaged with how your company is evolving—and how their business is helping to make that happen.
Surveys and Rewards
Your customer is important, so make sure that they know it! You might have them fill out a survey providing feedback about your site, for a chance to win a deal of some kind. Even better, make these deals email-exclusive so that your customers feel they are really gaining something by receiving them—something they wouldn’t have access to without being signed up for your email list.
Practices to Avoid
We hope that none of these suggestions come as a surprise, after what you’ve just read. Either way, we thought we’d mention them, just in case.
Spamming Your Customer
Remember what we said about two to three emails a week, and even less than that if you’re working with an older demographic? We mean it. Spamming a customer’s inbox is a surefire way to leave a bad taste in their mouth, even if they are devoted to your brand.
Not Having Enough Promotional Deals
If all your customers are receiving are informational newsletters, they’ll quickly lose interest. The mentality is one of “Well, that’s great that this brand is doing well, but what’s in it for me?” The success of your business depends on your customers’ level of engagement, so give them those reasons (i.e. those valuable deals) that encourage them to engage in the first place.
Improve Your Email Marketing Strategy With Snap
At Snap, we’ve helped a wide variety of businesses increase their conversion rates with the help of powerful email strategies. Our talented team will provide you with the tools and guidance you need to make your email marketing campaigns exciting and relevant. Give us a call today—let’s refine your business strategy together, and give those customer conversion rates a boost.
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