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Email Marketing - The Game of Click Through Rates

Posted: Friday, November 17, 2017 at 9:37:05 AM EST by Helen Cartwright

Email marketing - The Game of Click Through Rate

How to Improve the CTR For Your Email Campaigns

 

In the marketing world, it takes a shockingly small percentage of positive response to your ads and marketing materials to be considered successful. This is no less true with email. In fact, most marketers consider anything above 3 percent to be an incredible response.

What if you could do better, particularly with your email campaigns? What if there was a way to immediately start engaging with more of your audience and convert more readers into customers or clients? Of course, we cannot make any guarantees of success, but if your response to email is in a slump (or you are just looking to improve your numbers – even by a small margin), what follows is definitely for you.

ctr_img 

 

The Evolution of Email

Email was and is one of the most powerful marketing tools of the online age. Even when the Internet was in its embryonic stages, email was being used by businesses to reach out to consumers as well as colleagues and potential industry partners. Its effectiveness has only increased over time with more and more marketers and corporations choosing to approach leads via opt-in lists (as opposed to direct spamming) to boost their credibility within their respective industries and niches.

This move toward organic list building has helped revitalize the image of email with the consumer. Most rarely get messages they didn't opt to receive but few read every email on every list to which they are subscribed. In short, even though people ask to be on your list, they are still very likely to treat your messages as spam. In order to change that, you need to get their attention in a different way.

 

Getting More Opens

In order to win a click-through, you must first get the reader to open the message. Successful business campaign open rates, regardless of the type and size of the business, hover around 20 percent across the board. If your open rate is below that or you think you could manage to entice a few more opens, it all boils down to one thing: your subject line.

The subjects you choose need to reflect both your brand image and the content of the email. If you bring up any controversial points in the body of the message, these are the best bits upon which to base your subject lines.

If, for example, your sequence is about weight loss, only a small percentage of people will open an email promising “5 effective weight loss solutions you haven't tried before.” But if, at some point within that message, you address issues with fad or commercial diets, you will get more opens out of a subject like:

 

Fact: Low-Carbing Can Kill You.”

 

Make sure what you say is factual and not overstated, but don't be afraid to be a little edgy (within the confines of what your ideal customer will tolerate).

 

Getting More Click-Throughs

There are a number of ways you can motivate the reader to click on your links once they open the message. What follows is a brainstorm of ideas in no particular order of importance. Which of these have you tried? Which had you not thought of before now? How many can you find to improve or begin implementing with your very next campaign?

 

1. Toss out the link early.

For some, getting right to the point is the best way to secure a click. If they were interested enough to want to now how low-carb dieting can kill them, chances are they'll click a link to a special report or case study (read: your landing page) quickly if you tell them to.

Your use of calls to action is crucial to getting those clicks. Never send out a line like this:

It's true. People are dying from low-carbing. This article explains how: http://link_to_landing_page”

Instead, tell the reader what to do to get the information:

You really need to check this out before you start low-carbing: http://link_to_landing_page”

After that, just dive right into the meat of the message. That brings us to strategy #2...

 

2. Tell a good story.

Storytelling in email a great way to draw the reader in. By creating a persona to tell your brand story, the reader is given an immediate point of relatability. Don't try telling your story in one email. Start a series. End your messages with cliffhangers so the reader has to wonder what happens next. In short, engage, don't pitch. Get good at this and people will start looking for your emails, opening them, and following your links.

A Small Tip: Always try to build a story that reflects your business ideology and ethics. It would let the readers know the company well, and it would help you get your desired customers.

Creating a story is not enough. You need to engage the readers to read the email until the end. You could do this by adding graphics like infographics and images in the email. If I give you an example, suppose you are writing an email for your Fitness Shop; you should use images related to fitness to convey the readers on what could be the possible improvements they can get if they use the fitness products.

NOTE: Don't over-do it with the links to the point where you are interrupting the story with them. You do not want them being equated with commercials. There are three places links work well:

 

3. Present links with pain points.

  • Near the beginning (within the first three sentences)

  • Near the end (last or second-to-last paragraph)

  • In your P.S.

Never let the reader forget the reason he or she subscribed to your list. The buyer has a problem, you have the solution. The key pain point(s) addressed by your brand should be woven into the narrative, and revisited often to keep them fresh in the mind of the reader.

If you're serious about getting off the weight-loss roller coaster for good, it's time to take action. Click here to get started: http://link_to_landing_page”

 

A Few Don'ts

All of the above strategies can potentially boost both your opens and your CTR, but there are a few pitfalls to avoid. In conclusion on this subject, we offer this advice:

  • Don't be inconsistent – Stay in front of your readers and keep them engaged.

  • Don't be flashy – Avoid ALL CAPS and other embellishments, especially in your subject lines.

  • Don't over-use superlatives – Let the product sell itself as “the best.”

  • Don't over-describe things – “Amazing,” “revolutionary,” and, “incredible,” may sound like great words, but they've been used ad nauseum. Find a unique way to present your brand. This goes back to minimizing flash.

Keeping all of these ideas in mind will help you generate those click-throughs and, ultimately, convert more of your readers into loyal customers.




The Power of Infographics

Posted: Wednesday, April 26, 2017 at 4:09:09 PM EST by Richard Norris

The power of Infographics

Why is it that a well crafted diagram or image  can get a message processed in our brains quicker that just the written word?

The answer lies in the complexity of our brains and how they process different information.

There are two main factors at play as you will discover in this facinating article.

1. Processing Efficiency:

The human brain is a complex and interesting organ.

Our brains , as a result of natural evolution react in very different ways to various types of stimuli.

Take written text for example. Written text in terms of the evolution of the human brain is a relatively new concept and as such our bairns process written text much slower than other forms of stimuli.

Written text basically is a series of different symbols strung together to make individual words. Those works are grouped in a particular format to create sentences and paragraphs . The very building blocks of a narrative or story.

Images and illustrations on the other hand are processed by the brain MUCH faster than written text. many studies have concluded that our brains process images and Illustrations  at a much faster rate than the written word.

Study the image below and look at the image on the left and then read the text on the Right.

What did you find?

This is an excellent example of how the human brain processes images over written text

Image source

woman-tear

2. Expressive Potential:

Images allow us to  protray a story or concept  that sometimes words cannot either do or do efficintly.

The saying " a picture tells a thousand words " is around for very good reason.

The expressive potential that a well constructed image or illustration can portray can be far more efficient on telling a story than words.

Take a close look at  the following infographic put together by the folks at NeoMam Studios.
13 Reasons Why Your Brain Craves InfographicsNeoMam Studios




Richard NorrisAbout the Author : Richard Norris.

Richard  is the CEO of SiteZero , an Australian based Digital Marketing Services organization.
Richard loves technology and is the Ecommerce evangelist at SiteZero.
You can connect with Richard on Google + , Linkedin  or at the SiteZero Facebook Page

Richard Started his first Business in 1985 and entered the online world in 1998.
He’s a bit like “The old man and the sea” of digital Marketing
Richard Norris  |  Facebook  |  Twitter  |  Google Plus
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How to Create Exciting Content for a Boring Industry

Posted: Thursday, April 27, 2017 at 10:03:17 AM EST by Richard Norris

excited

If you are in a "boring" industry and feel you can't create compelling content that will excite readers,and lets face it that can sometimes be a challenging task ... don't dispair.

There is a way, this interesting article talks about how you can create exciting content for your so called "boring" industry.

Read the article here: http://snip.ly/m90s1

Richard NorrisAbout the Author : Richard Norris.

Richard  is the CEO of SiteZero , an Australian based Digital Marketing Services organization.
Richard loves technology and is the Ecommerce evangelist at SiteZero.
You can connect with Richard on Google + , Linkedin  or at the SiteZero Facebook Page

Richard Started his first Business in 1985 and entered the online world in 1998.
He’s a bit like “The old man and the sea” of digital Marketing
Richard Norris  |  Facebook  |  Twitter  |  Google Plus
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Embrace Video Marketing

Posted: Thursday, April 27, 2017 at 10:49:50 AM EST by Richard Norris

video-bulls-eye

When it comes to online marketing, video stands out as one of the best way to engage with audience.

This article, first published in December 2014 talks about embracing the holy grail of online marketing.

It is a testement to the awsome power of video in todays hyper connected world that this article is still as relevent today as it was when it was first written 

Read the article here: http://snip.ly/kxq79     And then let me know what you think about the power of video in todays digital landscape in the comments below , and remember, I LOVE feedback and I personally read EVERY comment .

Richard NorrisAbout the Author : Richard Norris.

Richard  is the CEO of SiteZero , an Australian based Digital Marketing Services organization.
Richard loves technology and is the Ecommerce evangelist at SiteZero.
You can connect with Richard on Google + , Linkedin  or at the SiteZero Facebook Page

Richard Started his first Business in 1985 and entered the online world in 1998.
He’s a bit like “The old man and the sea” of digital Marketing
Richard Norris  |  Facebook  |  Twitter  |  Google Plus
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Why Your Content Is Sabotaging Your Lead Generation

Posted: Thursday, April 27, 2017 at 11:32:53 AM EST by Richard Norris

 

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When lead-gen campaigns don't do well, it might be due to your poor content.

Or , just not knowing if your content is at the Top, Middle or Bottom of the sales funnel.

These are fundamental things you need to know for your website to generate leads for your business.

This article tells you how valuable lead-gen content is and how you can improve it.

Read the article here: http://snip.ly/m4pg9 and then let me know what you think in the comments below. 

Remember i LOVE feedback and I personally read EVERY comment .

Richard NorrisAbout the Author : Richard Norris.

Richard  is the CEO of SiteZero , an Australian based Digital Marketing Services organization.
Richard loves technology and is the Ecommerce evangelist at SiteZero.
You can connect with Richard on Google + , Linkedin  or at the SiteZero Facebook Page

Richard Started his first Business in 1985 and entered the online world in 1998.
He’s a bit like “The old man and the sea” of digital Marketing
Richard Norris  |  Facebook  |  Twitter  |  Google Plus
Tags:
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