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When a user clicks through from an email campaign and continues to the desired action, i.e. purchases a product, subscribes to a service etc, this is known as a conversion. The conversion rate is the percentage of your traffic that carries out the desired action.
Conversion rate optimisation has become an important strategy in email marketing as companies develop an understanding of the need to increase this percentage. Conversion rate optimisation produces numbers that allow you to analyse precisely what has been achieved, and what needs doing.
In order to achieve great return on investment (ROI) from email marketing, marketers should consider how to increase consumer interest in the initial email campaign. A few ways to do this according to ‘Ion Interactive’ are to a) use campaign specific landing pages, b) echo the message on the first landing page and c) employ continuous testing for continuous conversion improvement.
There is a necessity to ensure the overall design of a creative matches the email campaign message, if this isn’t the case, it implies your email marketing strategy has not been properly thought through, which will have a negative impact on your ROI.
In addition, behavioural targeting makes your pages even more relevant – and is much more effective that geographical targeting which depends upon stereotypes.
The moral of the story – focus on conversions is paramount to your email marketing strategy’s success.
