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How Does Email Marketing Help In Conversions?

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By Author: Stripe Digital
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We have numerous mediums of communication available over the internet today. But let’s not forget the original replacement to our ancient ways of message delivery through letters; the email.

As old as it gets, email marketing is the most effective and efficient method of marketing at least as far as metrics are concerned. It forms a line of communication in business as well as in personal communication. Let us understand this in detail.

What is email marketing?
Let’s start with the basics and learn more about the term. We all know what email is; sending a mail message through the internet, hence email marketing is marketing of products or services online through online mail delivery platforms.

Why should we do email marketing?
There are many reasons as to why email marketing is used as a popular marketing tool in today’s date.

Email has a very high reach in terms of audience – Nowadays, majority of people around the world have an email account. So imagine the reach of your audience when you send an email. It can be in hundreds or thousands.
Email marketing drives in more leads – Since email marketing has more widespread reach as compared to other tools of marketing, the leads have a higher conversion rate.
Email marketing has a higher ROI – A Business’s ultimate aim is to increase the ROI, email marketing is the ideal platform for this. The more number of leads get converted, the more is the ROI.
What is opt-in in email marketing and how to go with it?

While implementing email marketing, we are required to take certain permissions from the receiver, before the promotional emails are sent out. Many countries such as USA, UK, and Canada have very strict laws around administration of email marketing, one cannot circulate promotional emails without taking the required permissions.

The procedure of getting these permissions for email marketing is known as Opt-in emails.

There are 2 types of opt-ins –

Opt-in email – This is a subscription process wherein the receiver of the email does not have to give consent saying he has willingly subscribed to the mailing list. It is mostly done in the case of sending bulk emails, where only a mailing list is required. There is no customization of the mail, hence the same mail is sent to all the listed email ids.
Double opt-in email – In this method, an email is first sent to all prospective receivers, for their consent. Once they have agreed by clicking on the consent email and they automatically get subscribed to the mailing list. Only then can we start sending out promotional emails to the subscribers from the mailing list.
Note:- Double opt-in emails have recently become mandatory in order to increase conversion rates. If you are planning on sending bulk emails, it is mandatory to use the double opt-in method first to get all the subscribers on board. So that bulk emails are sent efficiently.

What are the different types of emails?
These are the types of emails intended for different purposes –

Newsletter email – Newsletter emails do not have sales CTA(Call To Action). These emails are mostly informative, wherein you update your subscribers about any information. Like your new blog post, details regarding any newly launched services and so on. Newsletters are also known as educational emails, as they’re aimed towards educating your subscribers about any topic.
Catalogue email – These are often used by e-commerce businesses, to showcase their list of products, it sends the subscribers to the product page through “buy now” CTA (Call To Action).
Survey email – If you are planning to launch a survey and you want people to participate in it. You can send emails to your subscribers for completing the survey through an invitation link.
One to one emails – These are mostly welcome emails, thank you emails, confirmation emails etc.
How to increase email conversion rate?
Prepare your own mailing list – Prepare a personalized mailing list through double opt-in email method. By doing this, you will only have those people in your mailing list who are genuinely interested in your product or services and want to get regular updates.
Should have an eye-catching subject line – The key is the subject line. Leads can only turn into conversions when the email is opened and read by the prospective customer. If the subject line is flat, then nobody will open the mail itself. You need to make the subject engaging so that people get motivated to click and open the mail.
Be personal – Email is considered as a two way communication line. If the writing is generalized, then the reader will lose interest. So aim to personalize it by using the subscriber’s name, if possible.
Have some related images – Only text will make the content boring, this makes the customer lose interest in reading. Try adding some relevant yet aesthetic pictures . It will ensure that the reader is engaged throughout the email and does not stop reading half way.
Use a very clear CTA– Call to Action. Now for instance, if you want to sell shoes and your CTA is “message us” then it will not work suitably. Instead the CTA should be “buy now” with a link which will directly take you to the shopping web page. Note that CTA plays a major role in any type of email marketing. Use it wisely and make the Call to Action relevant to the product/services that you’re offering, so that it gives maximum leads in conversion and ROI can be increased.

In today’s date, the majority of people have a personal email address, hence you can get subscribers from all over the world using email marketing. You can now ensure that your click through rate is on a higher side by using the double opt-in method and strategizing. By using these techniques we can have a bigger list of subscribers and with conversion strategies, we can convert more leads into sales which as a result will increase the ROI.

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