Conversion Catalyst - How Email Marketing Drives Results

Email remains a marketing stalwart, generating leads for businesses and driving revenue. But it takes more than just a high click rate to succeed in conversions. When you look at the big picture, successful email programs are anchored in targeted outreach, consistent messaging, optimal budget allocation and continuous improvement to achieve business goals.

The catalyst in a catalytic converter is an open-channel ceramic monolith or metallic honeycomb substrate that supports the precious metals that coat the inside of the device. These metals, in particular platinum and palladium, adsorb the oxygen molecules from exhaust gases to trigger the desired redox reaction and reduce toxic pollutants like carbon monoxide, hydrocarbons, NOx, CO2, nitrous oxides and particulates. Ultimately, the catalyst in a catalytic converter is what determines how well the engine functions and, consequently, how much gas it burns.

For email marketers, the conversion metric is the most important metric to track. This metric provides the best insight into whether or not your email campaigns are working, but it’s crucial to keep in mind that click rates alone do not necessarily lead to conversions. In order to measure and optimize email campaigns for success, you need to track macro-conversions—the end-goals of your program, such as sales or new subscribers.

Insufficient conversions are an indication that your email content may not match subscriber expectations. If you over-promise something that you cannot deliver, new subscribers will likely abandon your brand and go somewhere else. This is why it’s essential to maintain message match through the funnel, ensuring that your landing page and purchase process matches the expectations set in your email.

It’s also possible that your email may have an incredible click rate, but these clicks don’t translate into conversions because of a variety of factors, such as:

The Contact List is Irrelevant
If you have a large list full of people who are not interested in what you offer or who can’t be re-engaged, it won’t matter how many people open your emails or click your links. This is why maintaining list hygiene and segmenting lists based on business goals and objectives is so important.

The key to increasing your email click rates is to provide valuable and relevant information that will appeal to your subscribers. If you can do that, then your clicks will turn into leads and sales.

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