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How to Turn More Email Subscribers into Customers

Syed Balkhi
Syed Balkhi
Syed Balkhi is the founder of WPBeginner, the largest free WordPress resource site. With over 10 years of experience, he’s the leading WordPress expert in the industry. You can learn more about Syed and his portfolio of companies by following him on his social media networks.

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Are you looking for a way to turn more of your email subscribers into customers? Odds are, you’ve spent a lot of time growing your lead list and getting people interested in your products or services. But if you can’t get any of those users to follow through and make a purchase, you’re missing out on a significant growth opportunity. 

Across all industries, the average open rate is only 17.92%. If your goal is to maximize sales and conversions, you have to do everything in your power to get the people who do open your emails to follow through to your website. 

Today, we will explore several email marketing tips you can use to turn more subscribers into customers. 

Let’s get started! 

Put Your Value Proposition on Display

One of the biggest problems business owners and marketing teams experience with email marketing is a lack of consumer interest. We believe that this problem stems from how brands put their value proposition on display. 

Instinctively, we want to highlight the features of our product or service. The idea behind this behavior isn’t hard to figure out. Marketers assume that features sell, so including everything your product can do seems like a great idea, right? 

Not quite. Consumers tend to care more about how the features will impact their lives. When you’re writing email copy, make sure you focus on the benefits and not just the technicalities. 

For example, instead of saying that your SEO tool can help users find inbound links, you may want to highlight why knowing the source of your inbound links can help. People are more receptive to business emails when they know what they stand to gain. 

The best way to put your value proposition on display is to spend time getting to know your target audience. You’ll want to review your analytics, feedback forms, and responses on social media. Use this data to craft campaigns that focus on advantages over features. 

Segment Leads and Personalize Content

Next, let’s talk about the importance of segmenting your leads and personalizing content. Consumers are no longer interested in one-dimensional relationships with businesses. Instead, they are looking for interactive, personalized experiences. 

Research shows that personalizing your emails leads to a 26% boost in email open rates. In other words, if you’re hoping to turn email subscribers into customers, personalization is a vital component of this strategy. 

Before you can personalize your content, you have to segment your lead list. Essentially, segmenting is when you divide your audience by demographics, interests, and on-site behavior. Segmenting is one of the most effective marketing strategies you can use to generate more conversions. 

You can encourage subscribers to self-segment when they sign up for your list. We suggest adding a couple of optional questions to help your marketing team decide what kind of emails each user should receive. For example, if you have an online store that sells pet supplies, you may want to ask new subscribers to tell you what kind of pets they own.

Once you know what kind of content and promotions each user should receive, you can create personalized campaigns for each segment. In the example we mentioned earlier, a marketing team may only send cat food promotions to users that said they own a cat.

Not only will personalizing your emails lead to more customers, but it will also improve your email deliverability rate. A whopping 69% of people said they reported an email based on the subject line alone. If your subject line resonates with your subscribers’ pain points or interests, they are more likely to click through and less likely to report your email as spam. 

Optimize for Mobile Users

Another way to increase your sales is to optimize your emails for mobile users. Believe it or not, there are 5.16 billion mobile users worldwide, and that number is growing each year. If you want to improve your open rate and see more engagement, ensure that your emails look nice and are functional on smartphones and tablets. 

Think about how frustrating it must be for a subscriber to get an email that they want to read but can’t due to poor formatting and design. There are several steps you can take to improve your email conversion rate among mobile users. 

First, keep your headline and copy short and sweet. Most consumers don’t want to read a sprawling email if they are reading on their phone. You’ll also want to include a snippet of text that describes images and videos you share in your emails. Some consumers block this type of media by default, so adding context can encourage users to unblock the media on your post. 

We also think it’s important to stick with one call-to-action per email. Again, mobile users want businesses to get to the point when they send an email. If you include multiple CTAs, there’s a good chance most people will back out without taking action. 

Once you’ve created your campaigns, make sure you test them on multiple devices and operating systems. Ideally, your campaigns should work well with all major mobile carriers. 

Split Test Your Campaigns

Our final tip for turning email subscribers into customers involves split testing messages within each campaign. Split testing is when you make small changes to your emails and send the variant to your audience, typically with a 50/50 split. So, one set of subscribers will see the original email, and the other 50% will see the test version. 

The goal of split testing is to see if you can improve your conversions through these changes. Our favorite part about testing campaigns is you can experiment with virtually every aspect of your email. The most common element marketers test is their subject line.

But you can experiment with your email copy, images, call-to-action, and even the color of certain aspects of your message. You’ll want to run your test for at least two weeks so you can gather enough actionable data to evolve your campaign. 

Studies show that split testing is an excellent way to improve engagement and sales. On average, split testing can improve your open rate by an impressive 14.31%

Final Thoughts

Email marketing is one of the oldest and most effective digital marketing strategies available. If you want to grow your small business, it’s crucial that you learn how to turn more subscribers into loyal customers. You can use the tips outlined today to slowly make changes to your campaigns and lead list. Before long, you’ll have an active list that’s full of people ready to open your next email and take action. 


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