Webinar Recap: 10 Ways to Improve Your Email Conversions

As usual after each of our bi-weekly webinars we write a blog post to recap the most relevant questions we answered during the webinar and to answer the ones we didn’t have time to get to.

1. Is there a best practice for how many times you can use a primary call-to-action in one email? This is going to be fairly subjective based on the content of the email itself. Depending on the length and size of the email you’re sending you may want to have the call-to-action repeated more times than someone who’s sending a shorter email. Having said that, it is usually best for an average length email to use the primary call-to-action 2-3 times and to use it in both button and text hyperlink formats.


2. I’ve head of double opt-in is this more effective than single opt-in for getting subscribers? There are benefits and downsides of using double opt-in subscription, but in general it can be a good way to get you a highly engaged subscriber list. Because your subscribers have to choose twice to subscribe, those that do are generally quite interested in receiving communications from you, however, be careful as sometimes it can be seen as overkill. 


3. Isn’t it better to just have an email that doesn’t need any scrolling at all rather than worrying about keeping your important information above the fold? This is also subjective depending on the purpose of the email. Some emails, like those inviting subscribers to  register for a piece of collateral or a webinar can benefit from being short and to the point, however if you’re asking for something with more of a commitment from the subscriber, like asking them to attend an expensive seminar, they will most likely WANT more information from you, and your conversion rate will benefit from a longer email. No matter how long your email is as long as you have your important information above the fold along with a call-to-action you should be fine. 


4. We use the same landing page for multiple email campaigns, will this reduce its conversion rate? That depends, if the landing page is relevant to each of those email campaigns, then it should still have a strong conversion rate. However, this situation becomes an issue if you’re using one generic landing page for all of your email campaigns, this is not only a bad practice but can have negative effects on overall conversion rate.

Posted by Amberlie Denny at October 14, 2010 1:30 PM

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