4 Effective Email Marketing Conversion Tips for Small Businesses By Kristen Gramigna

Email marketing allows you to reach a highly targeted audience at a low cost. In fact, experts at Campaign Monitor, an email marketing company, estimate that an effective email marketing message has the potential to result in $38 in revenue, for just $1 of marketing investment.

 

Here are some email marketing conversion tips all small businesses can use:

 

Include descriptive tags with your images. Online publication MarketingCharts cites data revealing that the average person receives more than 400 commercial emails a month. Emails that include images can help your small business stand out in an already-crowded inbox, especially if you choose those that evoke an emotional response to a product, a promotional campaign concept, or your brand.

 

However, email marketing now comes with a “catch 22,” given that at least half of all email messages are checked on a mobile device, according to experts at Litmus, an email analytics company. While mobile devices may positively boost response to time-sensitive messages, small screens aren’t always conducive to images. If a recipient opens your email only to see that images have been blocked, you could be banished to his or her spam box indefinitely. The more often that happens, the harder it is to form a reputation as a sender whose emails are recognized as legitimate: According to the experts at Sender Score, 28 percent of the email messages that are sent reach a user’s inbox.

Descriptive ATL tags can help you improve conversion, and decrease the risk of images in email marketing. Nonprofit organization WebAIM point out that ALT tag copy that is applicable in both context and functionality ensures the meaning of an image translates, even if the recipient can’t see the picture. Review the ALT tags for images on your site and in your email campaigns for relevancy, using descriptive words that will make the customer want to take action.
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