That DAM Blog

We’re now to the point in our discussions where we’re ready to talk about improving your conversion rate; that is, how to get as many of your prospects to become paying customers.

Here are eight tips for keeping your conversion rate high.

1. Maintain Multiple Lists

Depending on what mailing list or autoresponder service you use, you may be able to maintain multiple mailing lists. Having different lists allows you to send only those e-mails that are likely to be of greatest interest to each individual on a list. You can build these different lists either by asking individuals to sign up for multiple lists directly, or by segmenting your existing list depending on what each individual has done on your website in the past.

2. Keep Your Emails Brief

The solicitation emails you send to your list should be no longer than absolutely necessary. If your solicitation requires more background or explanation, then provide a summary of the key details in the email and provide a link back to your website with the complete story. Alternatively, you may consider breaking up the solicitation into a series of shorter emails.

3. Be Creative

Use the marketing principles that you know will be effective, but don’t be afraid to try new things. If you simply recycle the same old e-mail texts, and the same formatting or “look and feel,” then your prospects might conclude you’re not really offering anything new. Be creative and try new approaches.

4. Find the Best Time to Send

Some studies have shown that it’s best to send out your e-mails on Tuesdays and Thursdays, right around midday. Of course, there is a risk that if every other marketer sends their emails at that same time of day, your email may get overlooked. Plus, your mailing list isn’t the same as everyone else’s, so you won’t know until you test out the best time.

Start with those Tuesday and Thursday sending times, but try other times as well. Test the effectiveness of the different times, and study your conversion statistics.

5. Use Analytics

Speaking of statistics, you need to have the data before you can analyze them. Make sure you’re using some type of analytics software or service so that you can monitor every aspect of your e-mail marketing campaigns, and use that information to make your future campaigns even more successful.

We mentioned Google Analytics earlier and it’s one of the best things you can use…plus, it’s free.

6. Focus on Quality

Many marketers have found that they’ll achieve a greater total number of conversions if they send out fewer offers or solicitations, but work to make sure those solicitations are of the highest possible quality. But you’ll never know what works best until you test it out, so above all, focus on delivering the best content and offers to your list.

7. Be Mistake-Free

With respect to quality, it’s absolutely essential that you double and triple check that there are no spelling or grammatical errors in your e-mail solicitations. Even among readers who claim not to care much about such things, you’re hurting your hard-earned status as an expert in your niche.

8. Be Yourself

Finally, as you consider the tips on this list, make sure that your personality (or your business’s image) comes through. Marketers are successful by creating a strong identity for themselves, and using that to build long-term relationships with their prospects and customers. Let your personality come through in all of your marketing activities.

Over time, you’ll come to discover what works best for your mailing list and learn how to use it to both help your subscribers and grow your business. We’re nearing the end of the email marketing series, but I have just a few more parting thoughts and encouragement for you. I’ll be back soon with that.

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Now that you’ve built up your mailing list, you’ve got to deliver on the promises you made to the individuals who signed up. These promises consist of both the promises you explicitly made (“sign up and I’ll email you a free report”), as well as the implicit promise you made to provide them with information they’ll find useful and valuable.

Here’s how to engage with your readers and give them exactly the content they’re looking for, and which they will hopefully come to rely upon you to give them in the future.

Use Analytics

One effective way to give your readers what they want is by paying close attention to what they’re currently spending their time reading on your website. The best method for doing this is by installing analytics software on your website.

Analytics software will help you learn how people found your site, what pages they visit, and how long they spend on each page before they leave your site. If you use a service such as the free Analytics code offered by Google, you’ll also learn more about where your visitors live, and other demographic information. Over time, this information can be a great help in deciding what your readers are most interested in, and therefore what type of content you should be creating for them in the future.

Read Comments and Message Boards

If you allow comments to your blog posts, or provide message boards for your website visitors to discuss various topics, then it’s important to read those comments and message boards to see what they’re talking about. Sometimes people will discuss with other users the features they think a product is lacking, or what information they wish they had, but they won’t necessarily take the time to tell you directly.

Look at Your Competitors’ Websites

Chances are you’re not the only business that’s operating in a particular niche..and if you are the only person offering a particular product or service, it probably won’t be long before competitors appear on the scene.

Make use of the fact that there are others operating in your niche by checking out what those other businesses are offering. Are there any product or service needs that you’ve overlooked, or not previously considered? You can also stay on top of what potential customers are likely to be interested in by subscribing to your competitors’ newsletters, Twitter feeds and other accounts and paying attention to what’s happening on them.

Ask Them

Finally, don’t neglect the most direct approach – ask your visitors what they’re interested in reading about. You’ll get the most direct answers, and the act of asking them will strengthen your relationship – it lets them know that you value their input, and that their wants and needs are important to you. You can accomplish this by making periodic requests for input as part of your normal article or blog post publication schedule, and perhaps even including a free product or service giveaway to provide additional incentive for your readers to participate.

So now you know how to give your readers what they want, but what about your business? Certainly, there has to be a win-win for both publisher and subscriber. In the next post, let’s talk about how to make sure your emails get the results and conversions that you’re looking for.

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