4 min read

How to Improve Your Email Performance Easily

Written by Andriy Boychuk
4 min read

In this video, I am going to be talking about practical and easy ways to start improving your email performance.

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When we are sending out emails to new customers or returning buyers, we want to try and upsell as much as possible, we want to have a good conversion and there are certain ways of making sure we get this.

A lot of people talk about email performance improvements, and they talk about crazy strategies where you need to invest a lot of money, time, resources, improve your design, improve your copy and so forth.

I don’t want to discount it. It does work. Everything that I just said. It does work but at what cost? Will you get that positive ROI on this return on investment?

So today I’ll show you the simplest thing that you can implement today. And I strongly recommend for you to test it on a regular basis, which will improve your email performance on like overall, the conversion and click-through rate, and so forth.

Email funnel

So let’s start, I’ll show you on the board.

You send an email to the customers, let’s say we send to a thousand people and let’s say disregard deliverability, let’s say all thousand emails were delivered to your customers. I’m not talking about, like in which folder it: maybe spam, promo folder, or inbox. I don’t care at this moment. So what we care only about Deliverability.

So let’s say we send a thousand emails and thousand emails were delivered. If you imagine the funnel, so email is a funnel itself. So first we send thousand, correct.

Then the next step, when we receive like, as a receiver, when they receive it, what they see first, they don’t see your design. They don’t see your copy. What do they see? They see your subject line and preview text. For subject line and preview text, responsible what? Open rate.

So when they see open rate, they open the email and next we want them to take some kind of action. So there’s call to action. So Click rate.

Last thing we care about is Placed order or conversions. So let’s do conversions, okay? So this is your funnel.

How to improve your conversions?

Okay. So if you want to improve your conversions, if you want to improve your click-through rate, what you need to focus on is on the open rate. If your open rate is below 20 to 25%, you should constantly work on your open rate. And by the way, these numbers are only for campaigns.

For automations, they are, the numbers are much higher. They should be way above, like 35 to 40%. So if for campaigns, it’s below 20 to 25%, you should constantly improve, improving your subject lines. This is what you need to master.

When you master the subject line, the rest will take care of itself It’s just maths games and number games. If you improve by 5%, your open rate, the click-through rate will be higher and conversion will be higher.

Nobody talks about this. They talk about the craziest strategy because they are much sexier. It’s easier to sell, because this thing, you can do it yourself. You don’t need anybody to do it. You can Google different subject lines and copy them, or create customized per your brand, but do it today, like right now and test it with every campaign. If you do it for automations, like let’s do it every 14 days. It’s very important to how you split this.

Correct spit test

I believe we have another video, how to do the correct split test:

  1. You need to put the hypothesis.
  2. You need to do the task.
  3. You need to analyze what happened based on your hypothesis.
  4. You need to define the next steps.

If you have any questions about this video, please leave them in the comments, and I’ll be glad to answer all of them.

Thank you.

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