It’s great that you can monitor who is looking at your emails through the ‘response’ section on the Resolution email marketing system. But, we know that this is just the starting point! How do we get the customer to then go on to commit, purchase, share or comment? This next stage largely relies on the experience you create for your customers – from the email itself to the ‘thank you’ page, these steps will shape the experience and allow you to potentially reach a conversion.
Make it easy for your audience
It is best to simplify the process as much as possible. Any frustration or disappointment can send your visitor away. Reduce friction. Make sure your text size, colours and content work with, not against, you. Keep the copy simple — remember, visitors are likely to be skimming, not reading — and focus on your visitors’ needs, not your own. Serve up pages as quickly as possible. Your page-load speed is crucial to retain visitors. Impatient shoppers will go elsewhere if they’re waiting around too long. Remember, too many graphics can mean a trade-off in speed — so consider their purpose and value carefully.
When customers receive your email or visit your site, most aren’t giving you their full attention. They’re multi-tasking, looking at another site to compare products or even talking on the phone. With endless ways to get distracted, you’ve got to work hard to keep them engaged. Here are some suggestions to help you get it right:
- Be choosy about your links. When a recipient clicks a link in your email, they’re essentially leaving your email’s message behind — and they may not return to read more. Rather than directing to homepage, consider creating custom landing pages that speak uniquely to your email audience
- Don’t waste your images. Keep the look and feel consistent by building your landing page and emails with complementary styles and images. And don’t go overboard; images can soak up valuable space and attention.
These reminders will get you well on your way to more conversions, but also keep in mind that a certain amount of your audience is still in the research phase — so consider it a success that they’re “just looking.” If you make the experience a good one for them, they’ll convert when they’re ready.
If you would like us to take a fresh look at your emails and landing pages with a view to taking your customers all the way through to conversion, please give us a call on 01380 728898, thanks.