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Increase Email Conversions and Clickthroughs

Increase Email Conversions and Clickthroughs

in InfoSource, Trends in the Marketplace

Nearly 60 percent of B2B marketers say email is their ‘most effective’ revenue-generating channel. Small- and mid-sized US retailers also report that email marketing tops their list of best-performing customer acquisition and retention tools. But despite generally good success with email, many marketers (rightfully) believe they can do better. Tips like these from Website Magazine can help make such advances easier to achieve. 

Don’t personalize the subject line. Huh? Counterintuitive, right? But in the age of phishing, identity theft, and credit card fraud, consumers have apparently grown wary of emails with personalized greetings. Instead, try personalizing through segmentation. Studies show that emails based on previous purchasing behavior, for example, trigger a positive response in 98 percent of consumers. 

Have one clear CTA. Recipients won’t automatically know what action to take. You can make it easy for them by having just one call to action per email. Also, fuss a little over CTA button location, wording and colors–all play a vital role in spurring the reader to act. 

Flaunt the freebies. Useful content, such as an eBook, checklist, template, or “Top Ten” list, is at the heart of successful digital marketing. Sharing truly valuable content via email campaigns is a proven and effective way to demonstrate your appreciation and bump up engagement and clickthroughs in the process. 

Optimize for mobile. Recent studies reveal that nearly half of all email is opened on a mobile device, so optimizing email readability and operability is essential to boosting conversions. Start by converting your email template to a single-column layout. Select a font size that’s large enough to read easily, and remember to position the most vital clickable elements in the ‘thumb-friendly’ middle-screen position.