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An email conversion is when a customer follows a link from one of your emails and makes a purchase. In other words, conversion analytics measure how much money each email is worth, when an email directly leads to a purchase. If you’ve moved beyond the basics of knowing what is email marketing, you’re probably familiar with your ESP’s analytics of open rates and click-throughs.
To track your email conversion rates, you’ll need Google Analytics. Either chose an email service provider that integrates Google Analytics, or hand tag all your links in your emails with the Google Analytics code.
Once you do that, you will be able to go to the “Assisted Conversions” tab on the left side of your Google Analytics account and see a monetary value for each link you tag. It shows, in other words, what each email was worth in dollars.
There are several methods to market for conversion, and no single bullet.
- Use a call-to-action with each advertisement or chunk of text: “Click here,” “Buy Now,” “Check out this website.” Don’t just inform, tell your readers what to do next.
- Linked text has less of a click-through rate than do buttons.
- Seek an active email list. Continue to seek out new subscribers, and review the activity on your list to weed out bounced emails or floaters, emails that have been abandoned and picked up by a new user.
- Include information about the product in the email. Link to a landing page with walkthroughs, video demos and reviews, and product information.
- The landing page will make the sale, so put in as much effort to make it feel as user-friendly, informative, and professional as the email. Just like in the email, the landing page should be short and to the point, with a clear call-to-action. To take the order or entice the customer to ask for more information, place a simple form on the front page of the landing page above the fold. Put more detailed information in tabs linked down the side or across the top.
- Conversions also happen from return customers. Transactional emails — anything from a password reset to shipping confirmation — can remind customers of your products and to shop again. Always use the same appreciative, engaging tone in your transactional emails as you do in marketing emails, and format transactional emails to look as engaging and professional.
- Target emails to specific subsets of your list. Set the email to send on behavior triggers users have done on the website. Are they just browsing? Have they put items in a wishlist? Have they made purchases before? Are they high spenders, or small?