If your email campaigns aren’t converting, don’t initially blame your business’s product or service. Most of the time, it has to do with the email itself, and your email marketing strategy probably needs a little adjusting.
Here’s how to easily adjust and improve your email campaign performance:
⚡️1. Review your target audience #
To begin with, check if your targeting criteria are too narrow or broad. Examine your audience’s demographics, interests, behaviours and purchasing habits. This will help you see where to improve and how to make your emails more relevant.
Check your metrics to understand which segments may require changes. Then, you can identify ways to boost conversions — e.g. if your open rate is low, write more influential subject lines to hook the customer in.
⚡️2. Improve subject lines and CTAs #
Subject lines and call-to-actions (CTAs) must be compelling and grasp your subscribers’ attention to increase conversions. If your emails aren’t converting, try rewriting them.
Remember: subject lines should be captivating; they aim to interest the reader enough to open the email. Another pro tip: avoid using spam trigger words.
Make your CTAs clear, brief, and visually prominent in the email. Of course, like your subject line, your CTAs should be persuasive and get your subscribers to do something, like click on a link or make a purchase.
⚡️3. Refine your text-to-image ratio #
Long emails and too many images could also be why you haven’t seen your conversions grow. If your text-to-image ratio is imbalanced, the purpose of the email can be lost.
Since your emails should encourage subscribers to take a specific action, your writing and the email’s layout must be straightforward.
The general rule is for the text-to-image ratio to be at 60/40. There should still be more text for accessibility reasons and because including too many images can trigger spam filters.
⚡️4. Email list hygiene #
Your emails may not be reaching the right people — or anyone. Check your email list for inactive subscribers and regularly remove them. Your emails should be sent to active subscribers, as they are the ones still interested in your brand.
It’s also important to note that if your sender’s reputation is poor, your emails might land in spam folders, negatively impacting your conversion rate.
⚡️5. Include social proof #
Another way to boost your conversions is to include testimonials, reviews, or case studies in your email — e.g. from a previous competition winner. This will help build trust, establish credibility, and encourage potential customers to convert, as it highlights the positive experiences others have had with your business.
⚡️6. Monitor email frequency #
To drive up your conversions, figuring out the frequency of your emails is also key.
It’s essential to strike a balance between keeping subscribers interested and avoiding email fatigue. While it’s a fine line, the recommended frequency is two to three weekly emails.
However, the number of emails you send per week depends on your industry, audience, and the type of content you’re sending. Test various cadences and monitor your metrics, like open and click-through rates, to see what works best.
At Zap, we’re all about winning. If you’d like to discuss your email conversions, contact us today — we can help you win, too.
