REthink Wine Blog

Many online marketers struggle to continuously increase their email conversion rate. In order to make sure your time and effort are well spent, focus your conversion efforts on products that will produce higher average orders and products your customers buy, and buy repeatedly. If the average percent conversion is 1% you want to be sure that your email marketing techniques offers your customers what they want. We’ve provided some ideas to get you started below. There are many ways to increase your conversion rate. Here are some suggestions

1. Segment your list to offer something specific to your customers’ needs
   1. Offer Cabernet to Cab lovers only
   2. Offer to club members only
   3. Offer to X State only
2. Provide incentives to purchase
   1. Shipping included in price
   2. % off Shipping
   3. % off Wine
   4. No Tax
3. Let the world know what you have accomplished
   1. a. Awards you have received should be highlighted
   2. When you get a great score, flaunt it
4. Be proactive when sending
   1. Don’t wait until the last minute to write your email. Think through your offer to avoid making simple mistakes.
   2. Use the best practice examples that Inertia has provided:
      1. i. Keep it short and sweet
      2. Have call outs to specific wines and link them to the product
      3. Tell them where you want them to go and show them how to get there
5. Always provide several links from your email to your site

The merchandising of your online store - for example product merchandising and streamlining of the purchase path - can be measured through promotional results. Google Analytics can be used for a more in depth analysis of how customers are getting through checkout, and where they may be dropping off. At the end of any campaign, the number of orders placed and the average dollar per order will provide you the information necessary to determine the effectiveness of your promotion and provide guidance for your future campaigns.

This entry was posted by Angela Sanchez on Tuesday, March 25th, 2008 at 1:28 pm and is filed under Email Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.