Posted by Jeff Adelson-Yan (@jeffadelsonyan)
Email marketing provides a way to reach your customers, encouraging them to click a link from your email and transfer to your website. Unfortunately, successfully transferring someone to your website does not guarantee they will convert. Even more unfortunate, without proper optimization and testing of your email marketing campaigns, it is unlikely you will have an effective campaign. One article provided four tips for maximizing the impact of your email campaign through increased relevancy.
If you are already segmenting data from your email marketing and other channels to develop accurate customer profiles, apply that concept to your website. Consider tailoring the website experience for each of those customer profiles. Start with active customers versus inactive customers. Providing tailored website experiences will likely increase your conversion rates, as the relevancy to different customer profiles is strengthened.
Consistency of Messaging
If you are highlighting particular products in your email message, your customer should see those same products highlighted on the landing page to which you transfer them. This will increase the relevancy of the landing page to your customer and improve their likelihood to convert.
Your landing page should remind customers why they clicked through from your email. Be sure to feature best-selling or popular products with badges reinforcing the messaging from your email. This encourages higher click-through rates by emphasizing the value introduced in the email.
Tailoring to Device
Through device targeting, you can optimize your landing page messaging and content for various screen sizes and device-specific browser actions, such as double tapping, finger swiping or pinching. The goal is to make the website easy to navigate from whatever device your customer might be viewing it on.
Applying segmentation from your email marketing campaigns to your website will increase the relevancy to those customer profiles and can improve their overall experience, in turn, increasing your conversion rates.
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