There are many different avenues marketers can take to enhance email conversion, but which are the most effective?  Email marketing remains one of the best ways to nurture current prospects and attract new customers.  Here we break down some of the top ways to increase your email conversions.

Short Subject Lines

“According to Salesforce 2015 report, emails with shorter subject lines tend to have higher open rates than longer ones. Emails with 6-10 words in their subject lines have 21% open rates followed by those with 0-5 words (16%) and 11-15 words have (14%). The longer ones with 21-25 words are opened only 9% of the time. The more interesting bit is that emails with no subject lines altogether experience 8% more open rates.” – Business 2 Community

Short subject lines that focus on the wants and needs of your target audience perform best.  Using actionable language, first names and speaking directly to your buyer persona will help to make your email subject lines more effective.

Detailed Personalization

“Personalization can be a powerful tool when used right. Marketers have been using this strategy for decades to improve their marketing efforts. In fact, research shows that personalized email campaigns receive 29 percent higher email open rates and 41 percent higher click-through rates than ordinary emails.” – Constant Contact

Personalization goes much further than just including a contact’s first name.  Including subject matter important to the prospect or educational content that helps them will keep your emails from appearing generic or as spam.

List Segmentation

“When asked to indicate their top three results, 39% of marketers who segmented their email lists experienced higher open rates, 28% experienced lower unsubscribe rates, and 24% experienced better deliverability and greater revenue.” – HubSpot

Segmenting your email lists allows you to send out more targeted content.  This can help to reduce unsubscribes and increase your open, click and conversion rates.  There are a variety of ways to segment your lists including by industry, company size, job title and many others.

Concise Copy

“Data suggests the ideal length of an email is between 50 and 125 words. Emails this length had a response rate above 50%. A similar study found emails with approximately 20 lines of text, or about 200 words, had the highest clickthrough rates.” – HubSpot

The last thing you want to do is overwhelm your prospects with giant blocks of text.  Making your email copy clear and to the point will help you to better reach those that scan or glance at your email.

Clear Call To Action

“The right Call-to-action in email has the power to close the expectation gap and enable users to take the desired action on the email.” – Pepipost

If a prospect goes as far as opening and reading your email, it’s important that you provide them with the proper next steps.  Creating a clear call to action button that offers something of value to your prospect is essential for improving conversion rates.

Data Quality

“51% of marketers say enriching contact data quality is their most significant barrier to achieving email marketing success.” – Ascend2

Anyone who has any time spent in email marketing has had their fair share of data issues.  Using inbound leads as the base of your contact lists and supplementing them with quality purchased data will reduce your bounce rates and increase conversions.

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