What is a good emailing conversion rate and how to improve it?

Quality email + Quality contacts = Quality conversion rate
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Posted by Kiliba
30/1/23
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Article
5 min

Emailing conversion is the technical term for the act of buying from a customer through an email for example. For a website or an online store, emailing is a great way to stay in touch with your customers or visitors and to keep them informed about your latest products and services. But what is the point of sending emails if no recipient or customer reads your messages?

This is where the email conversion rate comes in. This is one of the most important data in email marketing. This number, which is very representative of your performance, measures the number of contacts in your mailing list who will perform a predefined action in your email. This KPI is calculated in relation to the number of emails you will send. To increase your emailing conversion rate and follow your objective very closely, you need to work on three main points: the quality of your emailing list, the relevance and content of your email and the call to action (CTA) included in your message. By improving these three aspects, you will see a significant increase in the number of people who will take action after receiving your email. And that's what we all want, right? A higher email conversion rate!

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What is the emailing conversion rate?

In simple terms, email conversion rate is the percentage of email recipients who take a desired action, such as making a purchase or subscribing to a newsletter after receiving an email. There are a number of factors that can influence the email conversion rate, but one of the most important is the type of email you send. 

First of all, it is important to make the difference between the opening rate of your transactional emails (purchase confirmation, password reset...) and those of your marketing emails (newsletters, promotional campaigns...). It is true that as consumers, we attach great importance to transactional emails because they allow us, for example, to verify that a purchase has been taken into account. This explains why transactional emails generally have higher open rates.

What is a good emailing conversion rate?

For email marketing campaigns, the conversion rate is between 2 and 5% (average click rate) depending on the sector.

However, some factors can affect your email conversion rate:

  • The quality of the list: you don't want to send emails to the target that will never buy from you. A good subject line is essential to get subscribers to open your email. A strong call to action helps encourage people to take the next step. Optimizing your list will increase your conversion rate.
  • The time of sending emails: timing is important, sending an email at a time when recipients are likely to check their inbox will also help increase the conversion rate.

There's no magic number for conversion rates, but if you're not seeing a conversion rate of at least 2%, it's worth testing different elements of your email campaign by doing AB testing and analyzing your subscribers' activity to see what you can optimize. In order to generate more purchases and sales, you have to give yourself the means.

How to have a quality contact list?

First, the key objective is that you obtain the express consent of your contacts. This means that they have specifically agreed to receive communications from you. If you don't, you run the risk of looking like a spammer and alienating potential customers.

Over time, every mailing list begins to degrade. Some of your contacts will unsubscribe, some will stop opening your emails, and some will simply become less engaged. Therefore, it is important to regularly clean up your lists in order to keep engagement levels high. One way to do this is to segment your recipients based on their level of engagement. Subscribers who always open your emails can go into one segment, while contacts who never open your emails can go into another segment. You can then focus your efforts on the first group while essentially ignoring the second. By regularly cleaning your lists in this way, you can ensure that you are always focusing on the most engaged contacts for your online business.

Personalization of email marketing

Personalizing the emails you send is one of the most effective ways to connect with your customers and boost your email campaigns. Emails with personalized content are much more relevant to your customers and often result in higher open rates, more clicks and higher engagement. By using personalized mailings, you can build better relationships with your customers, improve their loyalty and increase sales for your business.

No one wants to receive a generic message and content that offers no value. Take the time to write a compelling message that will engage your contacts and get them excited about what you have to say. Finally, don't forget to include a call to action. Tell your contacts what you want them to do next, whether it's visit your website, sign up for your newsletter, highlight your product or make a purchase with CTAs. By following these simple tips, you can ensure that your email campaign will be a success. Find out how to make your email marketing attractive?

A very concrete example: following a visit on one of your pages or an abandoned cart, you can send an email that highlights the products and items that interest this person. Yes, even your website page can be a source of content!

So why not give it a try? You might be surprised by the results.

Conclusion

So what's the key to a high email conversion rate? Keep it simple, keep it fun and make sure your recipients know what you want them to do. And most importantly, always follow the same guideline of always testing and measuring your results so you can continue to improve and optimize your campaigns. Email conversion rates are a great way to measure the performance of your email marketing strategy.

If you don't know what the right rate is for your company, you can contact us: Kiliba takes care of everything! A solution that automates your email marketing by segmenting each target and personalizing each email in order to save you time and create an emailing campaign that gives results.

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Stack the odds in your favour

We collect this data to contact you in order to do a demo of all Kiliba features and to offer you services made for you. We also use your email address to send you our newsletters about Kiliba services. If you do not want to receive them, you can check the box below:

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