Decent email marketing conversion rates
Published in 11 de diciembre de 2013It's tough being an e-mail marketer nowadays. Ever since spam traps became the main concern of many professionals, this huge contact list that you had a year ago might have shrunk significantly. Those e-mail addresses that have not responded for more than 90 days may now be a spam trap and your reputation may be harmed.
What does “decent” e-mail conversion rate mean? Unfortunately, there in no clear answer as there are too many metrics that determine conversion rates, such as:
- industry
- competitors
- product
- price
- customers and so on
As you can see, many variables influence conversion rates. Therefore to understand why some of your customers choose to convert and some of them only increase the bounce rate, we recommend carrying out some A/B tests. Each customer is different and the only way to find out their preferences is to ask them by carrying our split testing.
Even though, it's quite hard to assume a decent email conversion rate, most marketers agree that 1% to 5% is a good and realistic result. If your aim is to trigger a purchase, beside customer interaction, what you also need to measure is how the conversion rate influences your return on investment (ROI). For example it may be the case that one of your offer that converts at 4% perform worse and bring less revenue than an offer that converts at 2%.
Conversion rates will give you valuable information when you compare them to your own data over time. If a particular offer does not convert the way you wish (less than 1%), you can either test it for improvements or drop it and focus on those that give you satisfactory results. Bear in mind that even a low conversion rate can be profitable and vice versa, so all you ought to remember is not to only look at the numbers but also at the ROI of your campaigns.
*
Did you like the content? Share it!
If you would like to broaden the debate about this subject. Visit us on Social Networks and share your opinion about this content!