From Inbox to Conversion: How Email Marketing and CRO Drive Results
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In this day and age, getting your customers’ attention is a challenge in itself. But once you’ve conquered that, it’s time to close the deal. And you can do that by ensuring your digital marketing strategy includes solid email marketing and CRO efforts designed to convert and achieve business goals.
What is Email Marketing?
Email marketing is a branch of digital marketing businesses use to connect with their target audience or customer base. Emails are excellent tools for achieving different objectives, including customer education, improving brand awareness, boosting customer loyalty, etc.
Your email marketing strategy can be used for a wide variety of purposes, meaning every email you send can vary per person and per stage of the customer journey they’re in. Here are some examples:
- Welcome emails for new customers or subscribers
- Abandoned cart messages to encourage purchase completion
- Re-engagement emails
- Customer testimonials and reviews as social proof
- Upselling or cross-selling efforts to increase basket size
- Milestone emails for birthdays, anniversaries, and so on.
- Educational or How-to’s to establish authority and educate users
- VIP Offers
- And much more!
What is a Conversion Rate?
A conversion rate helps measure how effective your website is at turning visitors into leads or actual customers. This is computed by dividing the number of people who accomplished the desired action (e.g., making a purchase on your website) by the total number of website visitors. For example, if 25 out of 500 website visitors completed a purchase, you achieved a 5% conversion rate. Whether or not that’s a “good” conversion rate will highly depend on several factors, including your industry, target market size, business goals, and more.
What is CRO?
CRO, or Conversion Rate Optimization, refers to how a business improves its website’s content to boost conversions. There are many activities that you can do to boost CRO, and most of them are centered around these three things:
- An enhanced user experience that makes your website more user-friendly or easy-to-navigate
- A visible, clear, and compelling call-to-action or CTA to encourage users to complete the desired action
- Bringing in more traffic or potential customers to your website
Boosting Conversion Rate with Email Marketing and CRO
The strategic integration of CRO and email marketing can effectively drive engagement, nurture leads, and ultimately increase conversions, propelling businesses toward greater success in their digital marketing efforts.
A solid email marketing strategy can drive more quality traffic to your website. And from there, your CRO efforts should be able to take the lead and drive visitors to complete your desired action, whether it’s signing up for an event or making a purchase.
Here are some email marketing and CRO tips to help you take your digital marketing efforts to the next level:
Personalize Your Email Marketing Approach
Being able to personalize your email marketing approach requires you first to get to know your target audience. Whether you’re talking to a diverse base or a niche group, you must learn more about them to connect better.
Basic information like their preferences, purchasing behavior, and demographics can help you tailor-fit the email content you send them. Instead of a one-size-fits-all, or rather, a “send to all” message, a personalized approach will more likely increase engagement and bring more traffic to your website.
Mix Up Your Email Content
Consumers are bombarded every day by brands with different messages, so you want to make sure to stand out. You need to keep your email campaigns fresh to capture your recipient’s attention. Aside from the usual transactional emails, consider adding educational content, personalized recommendations, and even feedback from other customers to mix things up. The diverse yet relevant content can help keep email subscribers interested and engaged.
Enhance Your Website Layout
Your website should be easy to navigate. A responsive and aesthetically appealing website will help minimize your bounce rate and ensure your visitors are guided to your desired customer journey. Add clear and compelling CTAs to make it simple for visitors to move on to the next steps.
Shorten the Checkout Process
Once you’ve driven users to your website and helped them find what they want, it’s time to seal the deal. Minimizing friction at all steps, especially the checkout process. Make sure your checkout options include one where the process is shorter and eliminates unnecessary steps. This helps ensure your customer doesn’t feel like they’re spending too much time and giving too many details just to make a single purchase.
Conduct A/B Testing
A/B testing helps you quantifiably measure which versions provide better results. It helps ensure your efforts don’t go stale with a data-driven approach. You can improve both your marketing campaigns and CRO efforts with split testing. Here are some elements you should consider testing:
- CTA design
- Page layouts
- Navigation menus and buttons
- Images
- Subject lines
- Email sending times
Get User Feedback
An excellent way to engage with your target audience while getting valuable qualitative data is by soliciting feedback. You can get actionable insights and understand their pain points better. This way, you can address gaps in your efforts that act as barriers for your customers. You can get customer feedback from various channels, such as surveys via email, online feedback forms, and even social media interactions, so it’s important to keep your eyes peeled and your mind open.
The above tips are practical yet effective in helping you convert your email leads to actual customers. Best practices like better content and improving your website layout are all about making it easier and more convenient for your target audience to know you and eventually complete the desired action. While efforts like A/B testing and getting user feedback ensure you make well-informed improvements powered by qualitative and quantitative data.
SEO HERO can give you the support you need to reach your email marketing goals. Get in touch with us for more information.
