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Increasing the conversion success of your email promotions

Resend Chart
Resend Chart
Image created by Barbara Roman

Getting lots of people to open your email promotions is a great start toward email marketing success. However, converting your readers into buyers is the ultimate goal for most businesses. Some people will open your email, some will not. That’s a fact we have to live with. But we don’t have to live with those initial results. There is more we can do.

Let’s say you’re sending an email promotion to 500 people and 40% (200 people) open the email. That might be a good open rate for your industry, but the math goes on. Of those 200 people, 75% (150) of them may download your free e-book (or whatever your offer may be). With the download, you offer a discount to a paid product or service. Of the 150 people who downloaded the e-book, 65% (98) of them may actually open it in the moment – others may file it and open it someday when they have the time (and you know how that often goes). Of those 98 people, if 10% of them purchase what you offer in the e-book, that would be 10 orders.

How would you like to increase those numbers? Here’s what you can do. Firstly, don’t just make the offer at the end of the e-book. In the email that contains the download link for the e-book, either mention the special offer or make mention that there will be a special offer in the e-book. You may also want to make the offer in the introduction of the e-book rather than at the end, or give a heads-up that there’s an offer at the end.

Secondly, you can make a list of those who never opened your email and email them again. However do not send them the same email a second time. I say this for two reasons: 1) those that didn’t open the email the first time probably didn’t open because it didn’t spark their interest and 2) tracking the opens is a valuable way to see how you’re doing, but the numbers are not exact. Tracking is recorded when images are downloaded by the recipient for viewing in the email. There is a small percent of people who do not allow the images to be viewed and simply read the text. Therefore, they will not be tracked as having opened the email even though they have. You don’t want to annoy your readers with the exact same email if they’ve already opened it. To address both these issues, you should change the subject line and include some extra content.

Sending a second email to those who didn’t open the first time, can not only increase the number of people seeing your offer but can also increase the number who act on it, converting your opens to purchases and ultimately increasing your bottom line.

NOTE: Of course, if you aren’t already sending email promotions, you need to get started! You can do this. Do it now. (See below to get started free – and with a professional set up!). No, your list isn’t too small; there’s no such thing. See my previous article: How to build a profitable email marketing contact list.


Stay tuned for more email marketing tips and techniques by Barbara Roman. Use the SUBSCRIBE link at the top of the page to receive notification when her new articles are published.

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Read previous articles by Barbara Roman.


As always, I wish you the best with your email endeavors. Please feel free to leave a comment below or write me at this address with your questions or to let me know how your email marketing is working. I’d love to hear from you.

Barbara Roman is an award-winning graphic designer and award-winning strategic email marketer with 20+ years' experience and is the owner of Roman Art and Marketing. She works with clients at all levels offering training, consulting and coaching services to help businesses across the country achieve the best results possible. As an industry service, Barbara professionally sets up, free of charge, a web-based email marketing system for small businesses and provides a tips sheet to encourage success. Contact her here for yours.

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