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August 18, 2011

Email Marketing – How to Increase Conversions By 10 to 16 Times or Even More

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Email Marketing is one of the quickest and easiest ways for any business to increase conversions and profits.

By changing from “selling off the page” to an email marketing model it is easy to increase conversions by 10 times, 16 times or even more.

But WHY is… email marketing so profitable… and if it IS so profitable why do so many people claim it doesn’t work?

Well, the answer is simple: most people get their email marketing horribly, horribly wrong and make some simple but easily corrected mistakes.

The truth is email marketing DOES work… but you have to be careful to do it the right way, assuming you want the best results. Simply sending “an email” is like going into the boxing ring with a world champion with the advice “just hit him” and hoping to win.

So here are 5 simple ways to make more conversions and hence greater profits from your email marketing:

1. Email More Often

I know this goes counter to the advice you’ve probably had in the past, but the truth is the more often you email, the more sales you’ll make. You’ll make far more sales because you’re both giving them more opportunities and incentives to buy from you, and developing a better relationship with them… and your conversion rates will improve tremendously.

By how much? Well, your business may vary, but in my business and my wife’s business, we get conversion rates of between 10% and 16% through email and maybe 1% from sales straight “off the page”. Yes, you’re reading that correctly: it’s a massive boost of 10 or 16 times or 1,000% to 1,600%.

2. Stop Being ‘Professional’

Forget sending stuffy and formal emails — they don’t work. People want to have a relationship with you, not be addressed as if they were in court standing in front of a judge. So write from one person, one human being to another, using the words, “you” and “me”, even if you’re writing to them from a big corporation.

3. Ditch the Fancy Designs

Newsflash: for reasons I don’t have space to go into here, the fancy “professionally designed” newsletter templates you’re encouraged to use by the email marketing companies and your website designer… look terrible at the other end. If you include images, they almost never get displayed, and even your HTML formatting ends up looking like a dog’s dinner. Stick to plain text or very simple HTML that LOOKS like plain text.

4. Have a Specific Call to Action in Every Email

Make it a personal rule that every email you send will have a specific action in it you want the reader to take, whether it’s to visit a page and buy something or to do something else. But make sure you have something in EVERY email because you are subconsciously training your readers to take action when you tell them!

5. Write About Anything!

This is a biggie: most businesses write boring, stuffy emails that are just about their businesses. Don’t do that. Include details about your life, and pretty much anything you please. Remember: you’re trying to build a relationship and you do that by sharing of yourself. I’ve written about all manner of things to my list, from my dog messing in the kitchen, to my son passing his karate belt (he has cerebral palsy, so it was even more of an achievement than usual), and I’ve even written about the operation I had on my toe. And my conversion rate is 10% or more!

The truth is if you do it the right way, email marketing is fast, effective and extremely cheap.

And these 5 tips will get you off to a great start.


Jon McCulloch is Ireland’s foremost email marketing expert and helps Irish business owners increase their online conversions and sales by as much as 10 or even 16 times (that’s NOT a typo you’re seeing).To discover more about effective email marketing in Ireland download Jon’s FREE audio training, Email Marketing Kick Start: http://www.emailmarketingireland.ie/email-marketing-tips

3 Responses to “Email Marketing – How to Increase Conversions By 10 to 16 Times or Even More

    Thanks for the article. I find that I need to follow #1, 5, and a little bit of 2 better. It’s easy to get in the mindset that you are writing for your business, therefore you should be professional and talk about your business. I will tone it down and be more personable.

    avatar Car mats says:

    strong points, thank you,

    i am feeling better equipped now to grow our online business of customized car mats – it’s quite tough i tell you. will try to keep you posted

    Point 5 is something I say all the time as at times we have been advised to write repetitive content about our products that I would not read.

    Good article and very valid points.

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