Every email marketer has experienced the following story: you carefully plan a campaign, make a lovely HTML template, write an engaging copy, split-test various possibilities, and apply the most persuasive call to action. However, consumers that open the email ultimately land on a page with a high bounce rate or even a low conversion rate.
This can be because the text in the email and the text on the landing page need to match. For instance, you might send a 15% off coupon to prospective clients, but when they click the email’s link, they need to learn about the deal. He closes the tab since this confounds him.
Below you will find some possible reasons why those who read your emails do not buy anything from you – and what you can do about it.
Possible reasons for ineffective email marketing
One of the highest ROIs for marketing is through email. With a click-through rate of just under 7%, you may reasonably assume that if you have a potential customer’s email address, they will open 14% of the emails you send them. According to experts, earnings from email marketing are estimated to be 44 dollars for every dollar invested.
If you are still looking for the results you want from your email marketing campaigns, it may be time to seek a professional consultant. A business plan consultant can help you analyze your email marketing strategy and make recommendations for improvement. With their help, you can develop a more effective email marketing plan to help you achieve your business goals.
However, if the conversion rate of your emails is low, you will be wasting your money. Additionally, the flood of pointless communications will upset your potential customers. Below are some typical explanations for your email recipients’ failure to convert below.
1. Unimportant details on the page
Even if the load time is under two seconds, research shows that the average bounce rate is 9%. You didn’t connect to a page that was sufficiently relevant at the outset if you’ve noticed greater landing page bounce rates in your promotional emails.
For instance, the product pages on your online store website are inappropriate as email landing pages. They frequently need more information given in the email. The text of the letter and the page are, therefore, different.
Let’s say you’re creating a page about task management software. You can skimp on the details in favor of highlighting the features and benefits of the software. However, including specific information about how the software works can benefit your readers. It can give them a better understanding of the software and how it can be used to help them in their own lives.
2. Too many distractions
When you’re trying to learn something new, it’s easy to get distracted. That’s why having a good landing page with all the mentoring tools you need in one place is essential. Otherwise, you’ll end up wasting time and getting frustrated.
Distractions provide a different issue. Examine all the components that divert the user’s focus, including menus, navigation, and other advertising offers that have nothing to do with the content.
Your email should link to a conversion-optimized page built like a funnel. Always encourage potential clients to proceed rather than turn away.
3. The choice paradox
Even if you’ve eliminated some distracting components, the user may still need clarification on too many options. “What we don’t understand is that being able to alter our mind seems to increase the possibilities that we will change our decision,” writes Barry Schwartz in his book The Paradox of Choice.
Email landing pages follow the same principles. For instance, it has been shown that pages with a single call to action have a 2% higher conversion rate than pages with many calls to action.
One way to combat the choice paradox is to focus on a single virtual event. Giving visitors one main event to choose from makes it more likely that they’ll take action.
4. Your landing page has too much information
Use less language after you’ve developed the offer, cut it down, and outlined a compelling call to action. You’ll find that it improves conversion rates. Conversion rates on concise pages frequently beat those of ordinary websites.
Additionally, your use of open-source data visualization tools is commendable; however, be sure that the information you present is accurate and up-to-date.
An expert at Sway Copy named Josh Garofolo emphasizes that a landing page should only perform necessary tasks. It ought to be appropriate for all users and traffic types.