5 Email Marketing Strategies to Boost Conversions in 2024

Owning an e-commerce business today is more lucrative than ever before. Yet, the real question is, are you maximizing your ROI?

When selling consumer goods, the greatest challenge is the tough competition online. Nearly every product you offer is readily available elsewhere. You must implement email marketing strategies to effectively convert potential customers and boost conversions.

With the right approach, you can emerge as the top choice for your audience, outshining competitors.

We are revealing five proven email marketing strategies for online businesses that can help you boost conversion without breaking the bank.

Onboarding Email Series

Onboarding emails, or a welcome email series, are crucial in introducing new customers or subscribers to your brand, product, or service. These emails provide information, build engagement, and guide recipients through making the most of their experience.

If you want to collect leads, you should set up a 3 to 5-email welcome series. Here's a breakdown of a 3-email welcome series:

1. Thanks for Subscribing: Express gratitude for signing up and suggest immediate content to explore or encourage them to follow you on social media.
2. Provide Free Value: Provide tips based on your expertise and offer solutions to common problems your target audience faces.
3. Offer Premium Service: Showcase premium content or services, with access requiring a payment. Create a sales funnel and link it to its landing page using the email button.

If you're selling products, consider a 4 to 7-email onboarding series:

1. You're Welcome: Thank the customer for their purchase, and provide links to guides and a knowledge base to get started.
2. Use Case & Tips: Highlight a specific use case of one of the product's unique selling points (USPs).
3. Share a Case Study: Showcase how your product helped other users to achieve their specific goals.
4. Ask for Feedback: Invite prospects to leave a positive review, encouraging engagement and feedback.

According to Wordstream, "welcome emails have an average open rate and click-through rate 4x higher than standard emails."

Remember that the primary goal of welcome emails is to build a relationship with your customers and ensure they know how to use your product. In turn, this builds trust and enhances customer retention rates.

IMPORTANT NOTE: As a WordPress website owner, if you are facing issues like "WordPress not sending emails," we recommend using a reliable WordPress SMTP Plugin such as Post SMTP to improve email deliverability.

Mobile Optimization

Mobile now accounts for 41% of all email opens, and it's only getting bigger. As more individuals access their emails on smartphones, ensuring your emails are optimized for mobile and desktop viewing is crucial.

A difficult-to-read email with important information frustrates customers more than anything else. Thankfully, most email marketing platforms, such as Mailchimp and Klaviyo, offer automatic mobile optimization.

Here are some additional tips to consider when optimizing your emails for mobile:

• Keep subject lines brief, ideally six words or less, to prevent truncation on mobile screens. 
• Utilize a single-column layout, ideally between 600-800 pixels in width.
• Design buttons at least 45 pixels by 45 pixels for easy tapping.
• Increase font size to enhance readability on smaller screens.
• Ensure the call-to-action is easy to click on a phone.

While email platforms can assist with device testing, manually checking emails on multiple devices is wise. A quick review on a mobile device helps catch any potential bugs or formatting issues so your emails look good on a mobile phone.

Create Interactive Emails

Interactive emails are the secret weapon in your email marketing strategy. Instead of the usual static content, interactive emails invite recipients to actively participate, which leads to higher engagement and conversion rates.

When creating an interactive email, consider incorporating elements like:

• Quizzes and Polls: Invite subscribers to interact by answering questions or sharing their preferences. Not only does this make the email more enjoyable, but it also provides valuable insights into their interests.
• Product Carousels: Showcase a range of products in a carousel format, allowing recipients to swipe through and explore various offerings without leaving the email.
• Countdown Timers: Create a sense of urgency with countdown timers for limited-time offers or upcoming sales. This encourages immediate action and taps into the psychology of FOMO (Fear of Missing Out).
• Feedback Forms: Include feedback forms directly in the email to give customers a voice. This shows that you value their opinions and encourage interaction.

Abandoned Cart Emails

Abandoned carts are among the biggest challenges for e-commerce platforms, as they often result in lost sales. Many customers who abandon their carts actually have a genuine interest in the products, but they might lose interest or reconsider their purchase due to budget constraints.

To combat this, you must use an automated tool to track abandoned carts and implement a 2 to 4-email series that can help re-engage these potential customers:

1. Reminder Email (30 minutes after abandonment): Promptly remind the customer about their incomplete purchase, highlighting the items left behind.
2. Scarcity Reminder Email (6 hours after abandonment): Emphasize the limited availability of the products in their cart, creating a sense of urgency.
3. Discount Offer (24 hours after abandonment): Offer a modest 10% to 20% discount to incentivize completing the purchase. Assure them their cart is saved and ready for checkout.
4. Last Call Email (3 days after abandonment): Issue a final reminder with the discount offer, stressing that the cart and discount will expire soon.

Add User-Generated Content (UGC)

User-generated content (UGC) is a powerful tool to leverage the voice of your satisfied customers and build trust among your audience. Incorporating UGC into your email marketing strategy adds authenticity and credibility to your brand.

According to the Flowbox, UGC improves conversion rate by 29% compared to the brand photos and videos.

Here are some of the effective ways to integrate UGC into your emails:

• Customer Reviews and Testimonials: Feature snippets of positive reviews or testimonials from happy customers. This showcases real experiences and provides social proof of your product's value. 
• Visual UGC: Include images or videos of customers using your products. Seeing real people enjoying your offerings can inspire confidence and encourage conversions.
• Social Media Posts: Embed social media posts where customers have tagged your brand or products. Without a doubt, this demonstrates an active and engaged customer base.
• UGC Contests: Encourage customers to share their experiences through contests or challenges. Highlight the winners and their submissions in your emails.

Trust in These Proven Email Marketing Strategies

Now that you have learned how to craft an email marketing strategy to boost conversion, you are ready to take the next step. But don't be discouraged if it doesn't reach your expectations immediately.

It is important to remember that email marketing is going nowhere. Rather, it's a tool that's always changing and improving and provides great returns.

Lastly, if you follow the email marketing strategies mentioned in the article and stay up-to-date with the latest trends, you can enjoy great results from your email marketing efforts in 2024.

Connect with a trusted email marketing service provider on The Manifest.