Personalising emails based on interest segments can increase conversions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 31, 2019, 7:49 AM UTC

Companies can also optimise emails for mobile to further drive conversion.

This article lists down tips to increase conversions using email marketing. Businesses can personalise emails by segmenting their audience into different groups based on their interests and send them relevant content. This could lead to an increase in click-through rates and open-rates.

Brands could ensure that email campaigns are optimised for and “look good” on mobile. They can also use the “pre-header” option of the email marketing system to create headlines that will encourage audiences to click.

The author also suggests varying the times of sending emails so as to be close to the top of the consumer’s inbox. To stand out amongst competing marketing emails, brands can also send mails during the weekend. Additionally, brands can add an appealing call-to-action like “Order Now” to make the email more effective.

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