Email marketing performance has a huge impact on sales conversion when done right. How do evaluate if our emails are effective. Here’s how:

USE INDUSTRY STANDARDS AS A BENCHMARK

If you beat the industry standards as it relates to open rate, click-through rate, click-to-open rate, unsubscribe rate, then you must be on the right track. According to Campaign Monitor data, the figures below is the average standard for all industries.

Average open rate: 18.0%
Average click-through rate: 2.6%
Average click-to-open rate: 14.1%
Average unsubscribe rate: 0.1%

SEND EMAILS TIMELY

The time and the day you send emails play a crucial role in the success of your marketing campaign. Here are some statistics from a study conducted by Campaign Monitor in 2020.

Best day with highest email open rates: Friday (18.9%)
Best days with highest click-through rates: Friday (2.7%)
Best days with highest click-to-open rates: Wednesday and Friday (14.4%)
Email unsubscribe rates were virtually identical throughout the week (0.1%)
Worst day with lowest email open rates: Saturday (17.3%)
Worst days with lowest click-through rates: Saturday (2.4%)
Worst day with lowest click-to-open rates: Tuesday (13.5%)

USE POWERFUL HEADLINES

You only have seconds to influence the recipient of your email to open and read your email. A compelling subject and strong headline will make him want to click on your email. It doesn’t matter how good your design looks or how great your content is. If they don’t open your email, then you lose your chance to communicate directly with them. If you have a low open rate, then there’s an opportunity for you to revisit your headline and see if the subject is relevant and resonates with your potential customers. Before sending out emails, test the subject line length and the tone of voice. You’ll also need to optimize for previews with preheader text.

KEEP IT SHORT AND SIMPLE

Less is always more. Communicate a short striking message by using clear copy and good visuals. Instead of writing too many words, keep your copy to a bare minimum and use powerful incentives to grab their attention.

ALIGN COMMUNICATION WITH CTA

The messaging of your email should directly correlate with your CTA. A call-to-action statement can make or break a campaign. A CTA help increase conversion by influencing website visitors to do the action you want them to do next. Some common examples of CTAs are Add to Cart, Shop All, Buy Now, Watch Now, Get Started, Download, Subscribe, Click Here and so much more. CTAs can be displayed differently as either a text hyperlink or a button.

MOBILE OPTIMIZATION

More and more people are opening their emails on their mobile phones. Thus, it’s important for your email template design to be fully optimized for mobile, tablet and desktop. Because your emails direct the recipient to your website, your website should be fully optimized as well. When people don’t view landing pages correctly and if they don’t have a good user experience, they bounce.

KEEP A HEALTHY LIST

You need to make sure the contacts in your email list have given consent to receive marketing communications and have a clear and easy way to opt-out of future messages. There are disastrous consequences when you include purchased lists and invalid email addresses. By keeping a healthy contact list, you are achieving a consistently good email conversion rate.

Get started with email marketing landing page optimization with Straits Creative. Contact us today to learn more about building a successful email marketing campaign. We provide the following services:

1. We create email campaigns and create a compelling message
2. We create beautiful template designs
3. We create product and service incentives that convert readers into customers
4. We grow your email newsletter list steadily
5. We provide detailed reporting to help with decision making