Email Marketing Optimization Tips For ConversionsLast month, I shared with you some simple, key takeaways for effective ca...
4. It’s important to take steps to reduce your unsubscribe rate. While you maylose up to 25% of your email marketing list ...
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Email Marketing Optimization Tips For Conversions

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Last month, I shared with you some simple, key takeaways for effective calls to action. Continuing with additional free resources that can help you leverage your marketing investment, I’ve discovered another great report from Hubspot, The Complete Guide to Optimizing Email Marketing For Conversions. I definitely recommend downloading the full report!

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Email Marketing Optimization Tips For Conversions

  1. 1. Email Marketing Optimization Tips For ConversionsLast month, I shared with you some simple, key takeaways for effective calls toaction. Continuing with additional free resources that can help you leverage yourmarketing investment, I’ve discovered another great report from Hubspot, TheComplete Guide to Optimizing Email Marketing For Conversions. I definitelyrecommend downloading the full report!I completely understand that everyone may not want to download and read a 41-pagereport, so I’ve compiled a list of key takeaways. Of course, ClearEdge Marketing isalways here to help as well!5 Key Takeaways to Optimize Your Email Marketing For ConversionsThese 5 takeaways from the report can help you leverage your email marketinginvestment more effectively for conversions:1. Email marketing is still a strongmarketing tactic. Despite reports tothe contrary, email marketingremains a critical tactic in aneffective marketing plan. In fact, arecent DMA study found that nearly76% of marketers said they were usingmore email than they were threeyears ago! More research fromForrester Research found thatinvestment in email marketing isexpected to nearly double from 2010 to 2014. Simply put: email marketingremains strong.2. Email marketing is only as good as the quality of your recipient list. You cansend the most polished, useful emails possible, but if your recipient list isn’t upto date with relevant recipients, the effort could be for naught. Every yearpeople change companies, get married and change names, or change theirpersonal email addresses – resulting in the decay of your email marketingrecipient list. In fact, in B2B marketing, lists on average retain only 75% oftheir members per year due to these factors. Be sure to replenish your list withsolid leads each year to balance out the losses that inevitably occur.3. Don’t consider buying an email marketing list. It can be awfully tempting tobuy a third-party list for an instant boost in your recipient numbers, but resistthe temptation. People who receive unsolicited emails from companies they door don’t know are typically not very happy to receive them and are far fromlikely to end up conversions. Focusing on inbound marketing strategies insteadcan grow your list organically, bringing in real, engaged leads that want to readyour content. Another caveat to purchased email marketing lists: you could beblackmarked or marked for spam. This could result in many of your emailsgetting bounced, having a dramatic impact on your deliverability rate.
  2. 2. 4. It’s important to take steps to reduce your unsubscribe rate. While you maylose up to 25% of your email marketing list each year to name changes, etc.,you’ll also lose recipients the old fashioned way – they unsubscribe or opt-out.Why do people unsubscribe? A recent study found that the number one reasonpeople opt out of emails is because they receive too many emails. The numbertwo reason? Content that is no longer relevant. To counterbalance number one,give recipients the option to receive fewer emails after clicking “unsubscribe.”You can also suggest that the unsubscriber connect with your business on socialmedia, rather than through emails. This retains the lead and keeps themengaged with your brand, without alienating them due to unwanted emails.5. Email marketing is most effective when combined with the rest of yourmarketing.Combining email marketing with other marketing channels enhancesthe ROI of your marketing investment. Here are a few ways you can integrateemail marketing with other channels:Social media. One of the most effective marketing integrations combinesemail marketing and social media. In fact, 65% of the top 20% of emailmarketers in social media lead generation integrate them, compared to theindustry average of 51%.Search. Integrating your email marketing with search can also be aneffective tool. It can be as simple as offering an HTML version of youremails on your website. This helps people who cannot see your email intheir inbox, but also has a positive effect on your SEO.Mobile. Depending on the company and industry, emails are opened onmobile devices between 16% and 50% of the time, so mobile integrationshould be a no-brainer. Taking your email marketing strategy mobile isn’tas difficult as it may seem – testing your email templates on mobile devicesprior to sending, offering plain text and HTML versions of your emails, andoptimizing mobile landing pages and links can all help improve the mobileefficiency of your emails.The full Hubspotebook provides some additional insights and excellent tips to help youmore fully leverage your email marketing for conversions. I highly recommend youdownload the full report, but if you start off by implementing these 5 tips, you’ll beoff to a great start.Do you have a question about effective email marketing or do you need helpimplementing an effective marketing strategy? Give us a call!

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