As these words were being written, my mind just pulled me away to this: Having great open rates and CTR is the holy grail of Email Marketing, right? Reaching this is almost impossible for most marketers, so talking about conversion after that is a non issue for most of us.
Great open metrics is the goal to all of us but let’s make this clear: if you have poor results it’s because you still don’t use Emailbidding. Or… your product sucks. 😉 Even if you’re in one of these situations, you can still get ROI from it if your conversions are good enough. However, on average they’re not.
“Hey, did you pull me to read this article to mess with me or make me hate myself for not getting this?”
Not at all. My aim is to help you. Now comes the good stuff.
To get great open metrics : First, You Need Excellent Deliverability
Let’s face it. If you don’t end up on your subscribers inbox, there’s no chance they will open your email, right? So, it’s crucial to have great deliverability, and, to accomplish this, you must not only comply with all the legal standards and best practices, but also achieve excellent sender reputation with any ESP to allow you to reach their inbox infrastructure. If you want to learn more about this process you can always check these guys here or here.
Or… you can use Emailbidding to reach new potential clients.
Basically, you need to make sure you create a sync between content and what your subscribers value as an information source. That’s what we do with our proprietary algorithm. We connect several advertising campaigns with what each person is really interested in. If you do that on your own database as well, it’s half way through your final objective.
Second, You Need Great Open Rates
How can we talk about great open metrics without talking about open rates? What usually happens is: you spend 90% of your time just working on the actual email message content and just about 10 or 5% on your subject line and pre-header (know what this is). What’s more surprising: you expect this to work. Why should you spend so much time working on your content, if you don’t take the necessary effort to get people to actually see it?
And what can you do about this? Well, use some best practices which you can get from several good sources like these guys (search for subject lines on their blog – it’s awesome), or these, to name just a few.
However, your number one tool should always be:… A/B Testing.
And the reason is very simple. Not even the most accurate know-how in building subject lines and pre-headers will tell you what works best without a A/B/C/D… testing.
At Emailbidding you can make one-click clones of your original message and then change the subject lines, pre-headers and even content at your will.
Then, you can see what performed better, making it the default for the rest of your campaign. If you have an average email marketing platform, it should allow this as well.
Third, You Need Awesome CTR
Easier said than done. On an ideal world, you would be sending the right content (with a great value) to your audience which will be thrilled to receive it and use it. At Emailbidding, you can reach the right audience related to your content… however, the value for the subscriber is up to you. Make sure to focus on what it’s in it for them (the subscriber) and not just on what’s in it for you.
Make clear and visible CTA’s (Call-to-Action) to compel people to click. Avoid the usual plain buttons with “click here” or “get it here”. Make actionable claims, like: “I want my personal discount”; “give me that white-paper”. It all depends on your target audience and product or service.
But don’t take it just from what I say, make a necessary A/B testing as well. See what performs better as a CTA and use it as default. With several improvements you can have a real client magnet with your email message.
Four, Don’t Mess Up
If you have done everything above right, please, but please, please, please… don’t mess up at the very end. What is this next step? Your destination page. Your Landing-Page.
Most marketers focus on everything above to get great open metrics and then completely mess up at the very end of this conversion funnel. How? Here’s a few examples:
Ok, I know you’ve been working hard on your homepage to convert your average visitors, but your Homepage should not be your Landing-Page for these campaigns. And the main reason is, you might not be changing your Homepage for every single campaign you’re doing on different channels, am I right?
Your Homepage should be a converting tool for those who end up on your site coming from referrals, PR, branding, search links, and so many other sources. But not your direct campaigns.
Your audience should be getting a smooth transition from your Email Marketing campaign into a Landing-Page who follows up with the same style, colors, logos, images and so on, so on… If one of these situations breaks up, you might be creating a confused friction between the potential customer and your conversion goal. People stop to think about if it is all in the right place and when it happens, they might leave all over the sudden.
Keep the flow going. Make it natural for them to follow the next step you’ve prepared for them.
If I was asking for the number one mess up to conversion, this one would be right there at the podium. Why? Because there’s still a lot of brands investing huge bags of money on doing campaigns accessible on mobile, and when people click, they end up on a non-mobile friendly Landing-Page. Which means that most of these potential customers end up being wasted. A complete waste of money, in my humble opinion.
So, what should you do? At least create a Responsive Design which would adapt to the screen which is being acessed at the moment. This is the minimum. However, if I were you, I would use an adaptive/dynamic Landing-Page. What is it? Depending on the browser or device which is accessing, the entire page will change, replacing content, images and even user experience to this user in particular. And this is not as crazy or difficult as it might appear. You just need to place some conditional rules on the code that shows a different page according to the device.
For instance, why are you placing so many content and huge forms when people accessing through a mobile device need to fill in the forms using their thumbs on a tiny screen. Make a different conversion funnel and collect just what you really need and leave the rest for when they’re on another device or even administrate it on homeopathic dosis if you prefer.
Make it work no matter the screen or device they’re using. Remember, Email Marketing is the Mobile Killer App out there.
Goal … What?
You have a purpose in mind for your campaign. You do not?… Hummm… ok. Skip to the end, please. Thank you for reading so far, though! 😉
When we make the Landing-Page, more often than not, we worry about exploring every chance to get even more information and asking for too much. If what you need is just a subscriber for instance, why asking for location, address and so on if you can do it afterwards in follow-up messages and profile growth? It might increase your conversion if you just ask for First Name and Email address don’t you think? If you want a lead of people interested on your product, why you ask for address if you’re dealing with a digital product for instance?
What I mean is: see what’s the MVI (Minimum Viable Information) you need to fulfil your campaign goal and stick to it. If you want more, you can always do that in the future since you already have the information you need to keep in touch.
Sorry: If you don’t have great open metrics it IS Your Fault!
Nobody likes to see this. We don’t want to do something bad or make a mistake. But it comes with the territory. It’s usual to make mistakes. I’ve done it a lot myself. But guess what? It’s how we learn from it.
What you cannot do is to blame the channel or a service for what is your responsibility. It’s like blaming your gym because you’re still a bit overweight, even though you haven’t stepped in the exercise room since you’ve signed up. You need to put your effort all the way.
Email Marketing can provide amazing results and great open metrics, but you need to make sure that every step is well taken care of.
If you’re using Emailbidding, we can take care of Deliverability, Open Rates and CTR as the best in the industry, but you need to make sure your Landing Page will work as well as we do. 😉
I hope this has made you think a bit more about these issues and improve your overall results.
Thank you for reading this.