The 3 Conversion Marketing Practices You Should be Using
How to support email marketing campaigns with conversion marketing practices.
If you’re investing a lot of time into email marketing, this post is for you.
You should know by now the email is the highest converting channel. Email has an ROI of $41 for every dollar spent compared to $12.71 for Social Media and $22.24 for paid search.
So those emails you’re putting resources into can really pay off!
The problem is, you may not be doing everything you can to squeeze every, last drop of effectiveness out of your email marketing.
It’s time to take it up a notch by implementing a few powerful strategies and see your email marketing dollars go even further.
This post will teach you how to support the effectiveness of your email marketing with conversion marketing tactics you may not be using, but should.
Let’s get started:
Practice 1: Segment, Segment, Segment
What kind of information do you currently have on your customer email list?
Depending on what type of ecommerce business you have, gathering more information can help create targeted email marketing campaigns.
I’d like to outline an example so you can understand the application of this concept:
The beginning of a targeted campaign starts with understanding who you want your segment (list) to be comprised of and what channel they will be coming through.
We want to take the same approach to channels outside of email with lead capture campaigns. Let’s imagine Facebook ad traffic. If you’ve created an ad to show to people coming from Facebook, you can create an offer and show it just to them!
Launching a new product? Cool. Create an ad on Facebook to drive users to your landing page, then create an unobar or popup to appear only on that page and only to visitors coming from that ad!
Here’s an example of how one brand is taking their UTM codes, plugging those into their Justuno offers, and showing a dynamic unobar on-site:
How does this help segment?
Now that you have offers restricted to specific audiences, when these people engage with your offer and give you their email address, you can send them to a specific list.
For example, your Facebook leads opting-in to your offer for your newly launched product could be funneled to a “New Product Facebook Ad Lead” list.
This gives you the opportunity to build an email campaign speaking specifically to that audience!
You can now initiate marketing around your new product, similar products to it, etc.
This is the beauty of segmentation!
Some example segments you might set up:
- New Visitor
- Cart Abandonment
- Engaged with [x] offer
- Geo-location segment
And as you really get the feel for segmenting, you’ll be able to better understand what segments you can create: the possibilities are really endless.
Practice 2: Treat Your Email Visitors Differently
One of the biggest mistakes people make with their email opt-in solution, is showing an email popup to an already-existing email subscriber.
This could translate into wasted resources for you and it’s very much a “turn off” for your visitor. Not a good user experience, which is going to hurt your conversion rate and not give an accurate representation of your offer’s performance.
In Justuno you can easily solve this by clicking the “do not show to email” box. This is super easy and is a fail-safe for any campaign if you just want to cover your bases.
So that takes care of potentially “wasting” good email popups on people who are already subscribed, but what else?
Another powerful tactic is to create exclusive offers for your email list. You can give them a great discount or early access to a launching product.
This is where email marketing agencies can be helpful! You can have a team help you decide what the exclusive offer should be and the best email sequence, timing and onsite messaging that should complement it.
Practice 3: Mirror your messaging
In my most recent webinar, I noticed that the attendees had lots of questions about “getting more targeted” in their marketing.
How do you do this? What’s an easy first step?
So, the strategies outlined in Practice 1 are a good guide. But, getting targeted in simple things like focusing on email visitors is easily bolstered with this practice: mirroring messaging.
Once you create an email campaign with a specific goal, let’s say New Visitor Welcome, for example – the first thing you need to consider is your email messaging.
What are you saying in the email to welcome your new subscriber? Are you offering them a discount on their first purchase? Let’s assume so…
If this is the message your conveying inside the email when they click through your CTA (call-to-action), what are they going to see on your site? Maybe they’ll land on a dedicated landing page, but is that good enough?
You can cover all your bases by simply reflecting your email messaging onsite with an unobar or popup.
When the user then sees this messaging reflected, they are engaging in a more thorough and seamless shopping experience. Reminding them of the offer (code) onsite reinforces the “need” for them to use it and convert.
Here are some tips to make sure your onsite messaging does its job:
- Match your brand (colors, font, etc.)
- Say the same thing your email says (this is obvious, but don’t get this step wrong!)
- Blend in so it’s non-invasive but obvious enough to be effective
Let’s check out a visual to help clarify what makes a good balance between being “non-invasive” but obvious enough to be effective:
Food to Live, an Essence of Email client achieves the perfect balance: a clean email with the discount message in the header image, and an unobar that is snapped to the bottom of the browser, reflecting the exact percentage off (15%).
Notice how the bar color varies just slightly from the coloring on the site. It blends in well so it’s not too distracting or invasive.
But, the design also features some red text to draw the user’s attention to their offer.
How are your marketing emails performing?
Obviously, the first step to success here is having effective emails. Do you?
If you want to learn more about email design, timing, and conversion, you can sign up for our next workshop with experts in this area: Essence of Email!
We’ll be reviewing not only design “best practices” but also really detailed timing schedules you can A/B test to achieve maximum open rates.