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Email Marketing - The Game of Click Through Rates

Posted: Wednesday, May 30, 2018 at 8:56:50 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.



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.

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