Because converting leads or prospective customers to active or registered customers is one of the hardest parts of the marketing cycle, it’s important that you optimize any of your customer conversion emails as much as possible. Here are five important best practices to keep in mind when creating customer conversion emails, whether they are information-based or offer-based.
Personalize Your Emails
Everybody responds better when you call them by their name! If possible, capture a subscriber’s first name or user name when they sign up for your email list and use an auto fill feature, to present the user’s name or user name in the subject line, the welcome line of the email body, or both.
Consider Sending from a Personalized Source
Because with a customer conversion email you are trying to instill trust and confidence and build a relationship that will lead to purchases, consider sending the email from a ―personal source.
A special offer sent from the president of your company carries more weight than just a generic offer in an email, especially given how many offers many of us receive in our email each day.
Single Call to Action in Offer-Based Emails
If you are sending a special offer email rather than a series of information-based emails, use a single call-to-action to streamline user into purchasing rather than distracting them with other options.
Provide Company Contact Information
Leads or prospective customers aren’t tied to your product or brand yet, so you want to make it easy for them to contact you with questions as well as to know that you are a legitimate business. Make sure that your company contact information is easy to find and clear in your email. And, of course, make sure that your physical mailing address or business location is included.
Segment Your List When Possible
If you are able to get any type of information from your leads or prospective users when they sign up for your email, such as gender or geographic location, try to segment your lists before you send the email to put the most targeted information possible in front of people. If you know, for example, what the gender of your subscribers is, then you can use language and graphics that will appeal specifically to each gender.
You may find that customer conversion email operates with one of the lower conversion rates of any of the types of emails that you use at various points in your customer’s life cycle. However, you will certainly find that, compared to other forms of customer acquisition, email marketing performs with a high return on investment and significantly higher conversion rate than many other forms due to its ability to speak directly to customers in a personalized and segmented way as well as its ability to react to specific market conditions.