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Episode 56: Improve targeting and boost conversions of your email sequences

Learn how to optimize your email copy, design, frequency to improve email conversions. Plus, get ready-made frameworks on target subscribers with advanced segmentation in this in-depth workshop by Kristy McCarley, Founder, Pure Firefly.

Here’s are the main takeaways from the event

(Go to the timestamps to listen to the speaker covering each section in depth)

Importance of Email Targeting (00:02:10)

Over 340 billion emails are sent worldwide every day, leading to intense competition for attention. Breaking this down further, on average, people receive 100 to 120 emails per day, making it challenging for marketers to stand out. On the other hand, in 2021, 45% of all emails were spam, causing subscribers to be suspicious and selective about which emails they open. "So this is our challenge, how will our emails stand out in the sea of competition?", asked Kristy to the audience.

Key Factors for Boosting Conversions (00:04:02)

Content Identifying the pain points of your audience and how your product or service can solve it, is the first step. Ensure that your email provides value and inspires action.

Content Recommendations To do this, define the goal of each email and ensure it aligns with your overall purpose. "Include at least one clear call to action per email, but avoid overwhelming subscribers" warns Kristy.

Design When it comes to design, make your email easy to read with clear headings, subheadings, buttons, and contrasting colors. Use high-quality images that load quickly.

Frequency and Timing Determine the optimal number of days between emails based on testing and audience response. Consider the best days of the week and times of day to send emails.

Segmentation Divide your email list into segments based on common characteristics. Target subscribers with content that aligns with their interests and needs.

Email Marketing Strategies for Higher Conversions (0:26:12)

Kristy did a deep-dive into some tried-and-tested techniques to help boost conversions. Some of them include:

Surveys with fewer questions are more likely to get a response.
Click behavior and data on images or links can help with segmentation.
AB testing with different subject lines or content helps to determine which converts better.

Personalization in Email Marketing (0:26:48)

Personalization means speaking directly to subscribers based on their interests and preferences. Examples of personalization include using the subscriber's name or location in the subject line. Content can be personalized based on specific interests or purchase behavior.