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Chris Hexton joins us on the Optimizely Blog once again, for the second in a five part series on email marketing optimization. Chris is the CEO and co-founder of Vero, a B2B company specializing in email conversions and customer satisfaction.

Last week, we introduced why email conversions are so powerful. In case you missed it, here’s a quick refresher.

  • Nearly 7% of all online customers are acquired via email.
  • A whopping 294,000,000,000 emails are sent every day. That’s a lot of email. Despite all that, very few businesses invest in testing their email marketing campaigns to increase email marketing conversions.
  • There are a number of simple, yet powerful, ways you can maximize ROI from email marketing campaigns. I’m here to tell you about them.

In my first post, we focused on CRAFTing the perfect CTA. Today, I’d like to hone in on another needle-mover when it comes to email optimization: dedicated landing pages. Using dedicated landing pages for your emails, particularly mass send-outs, can greatly improve the effectiveness of your campaigns.

Imagine the following scenario:

You put together a product update highlighting some shiny new features and email your previous, inactive free-trial sign-ups (those that never converted).

If you simply send them to your homepage and ask them to sign-up again, the conversion rate probably wouldn’t blow you away. Contrast this with sending them to a dedicated page where they’re warmly welcomed back, invited to restart their trial, and reminded that you’ve reserved their previous account information and configuration. I think we both know what would work better.

This is particularly true for gathering leads. At Vero, we recently set up a dedicated landing page to generate sign-ups for our lifecycle email marketing course.

emailpost8

When emailing previous sign-ups about this landing page we were able to achieve a conversion rate of just over 50%.

Think about that: 50% of visitors to that page subscribed!

The reason this works is consistency. You want your customers to get an email that is relevant and, for those that engage, direct them to a page that continues the story.

These examples from MarketingExperiments highlight the importance of ensuring your messaging is consistent from email to landing page.

emailpost9

One particular example, from Tafford Uniforms, highlights the effectiveness of mentioning the same coupon code in an email and on the page you send your customers too. If you mention a discount in your email, mention it again on the landing page the customer visits – this led to a 5% increase in revenue for Tafford. Pretty impressive.

Tailoring your customers’ experiences using an AB testing tool to optimize landing pages is a simple, effective way to improve email marketing conversions. Stay tuned for more email strategy and tips in future posts; and don’t forget to check out last week’s if you missed it.

What other tactics have you seen employed in email marketing campaigns you’ve received? What has (or hasn’t) worked for you personally?

See you in the comments!

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