Finding an effective email marketing strategy can get exhausting. How many times can you A/B test the headline before running out of catchy phrases?
The key to creating drip campaigns that convert into paying customers involves more than creating careful copy within the messages — it’s also using the right digital systems and tools to support the campaign from a broader perspective.
Trying to shoot your subscriber conversions into outer space? Get the exponential growth you’re looking for in your next marketing campaign with the help of these five tried-and-true conversion tips.
Below, we’re spilling the biggest secrets to email campaign conversion success. So read on, and get ready for these game-changers.
1. Make Entering Their Email Address Easy
A good first place to start is simply asking yourself: What is truly necessary to include in your email capture pop-up? Asking for a first and last name might seem like the right move because it gives you more opportunities to personalize the emails, but it’s not always the best thing to do.
Ideally, you want the simplest, most pared-back version of an email capture that you can create. According to Convertica, the fewer clicks needed to capture that email, the better your chances are that they’ll participate.
When all you ask for are an email and a “submit” click, it’s just two quick steps to signing up that for your readers seem unreasonable to reject.
Internet users are looking for fast answers and instant gratification. Bogging them down with too many steps or instructions from the start is an easy way to lose their attention and your chance at converting them.
If you feel like the name is a crucial part of your marketing campaign, then leave it. But take out any excess. Zip code? Birthday? You can get that information later. Focus on just capturing their email for now.
To prove that this streamlined strategy works, a study by Marketing Experimentals found that shorter email forms with fewer than five fields will convert 3% more often than a form that includes nine fields. That conversion rate might seem like a small number, but that 3% could make up a big group of people whose emails you don’t have.
2. Offer Tiered Subscription Plans
Are you asking your site visitors to subscribe to an unknown schedule or amount of emails?
These days, everyone’s inbox is chock-full of messages. Inbox Zero has become a far-reaching goal. Your site visitors don’t want to agree to an email relationship with you if they don’t know what they’re signing up to receive.
That’s where tiered subscription plans come into the picture. You put the power in their hands.
Users are more likely to give up their info when you give them options because it feels like it’s their choice, not something you’re making them do. When creating your company’s tiered email subscription plans, you should consider offering:
- 2-3 times weekly updates with specific offers and information
- Weekly updates with one big offering
- Monthly updates that summarize any promotions, news, or accomplishments worth sharing
Even if your users wind up choosing the monthly message, you’ll still be getting your brand and name in front of more eyes. Building this kind of relationship lets things grow more naturally for users who are more hesitant to convert in the first place.
3. Utilize Social Media to Drive Conversions
If you want to give your campaign a little extra push, think outside of the email! There are lots of potential conversions out there waiting to happen. All you need are some special tactics. One of these is social media.
You can use platforms like Twitter or Facebook to drive your conversions. All you need to do is invite web users to join your email list.
From there, track where your traffic is coming from by creating a separate landing page for your social media followers. On this page, you also can offer laser-focused information that will pertain to this subset of followers for better conversion results.
4. Maximize Your Reach
So you have a decent email subscriber list — time to maximize your campaign reach. Two proven tactics include a partnered giveaway/ collaboration or QR codes in physical spaces.
A giveaway or collaboration with another brand is an excellent way to get your company in front of a new audience with similar interests. You could offer a combo of free services or products from both you and the partner brand to take advantage of each other’s followers. If users want to enter the giveaway, they need to provide some basic info. Boom — you just converted a whole new audience.
Another smart idea is integrating QR codes onto your physical business premises. The code will motivate visitors to interact digitally. Set up the QR codes so they will take users to a particular landing page that provides some insight before asking for an email. That way, you bring your offline audience online with you.
5. Craft the Perfect Drip Campaign
Finally, you’ll want to revisit the content you’ve included within the email. The most important? The welcome. The initial communication sets the tone for what’s to come and is often a make-or-break moment for new brands vying for a spot in someone’s inbox.
With this handful of new subscribers, you’ll want to make sure you’re engaging them. Put all of your focus into your welcome to create the most compelling message you can.
Be sure that this message touches on everything important about your offer but edit it ruthlessly for fluff that adds length. Keep it simple and streamlined.
Bottom Line
If you’re looking for a flawless email campaign execution strategy, we just gave it to you. By using all of the tactics outlined above, you can confidently expect to bring in a new wave of subscribers. Once you’ve got them on the hook, it becomes your job to keep them engaged with a solid welcome email and following messages.
At that point, don’t feel surprised when the sales start rolling in by the day. That’s what a comprehensive, optimized, and targeted email campaign can do.
CEO & Managing Partner Trajectory Capital. Lifetime serial entrepreneur, CEO, Board Member, mentor, advisor and investor. Obsessed with the infinite realm of possibility in the disruptive innovation driving global digital transformation in tech, digital media & advertising, cloud-based infrastructure, artificial intelligence, and the blockchain.
