When your email newsletter has a healthy open rate but poor click-through, you start to wonder where you’re going wrong. Your emails are being read, but how do you convince people to navigate to your site?
They share their tips below:
Use Buttons Instead of Links for Key Calls to Action
We managed to drastically increase the click-through rates of some of our key emails and newsletter links simply by transforming links embedded in text into big green buttons. Users are instantly aware of where we want them to click, and the impact is even more noticeable on mobile devices. It’s far easier to click on a large button in an email on your phone than it is to click on a link.
Share Something Unexpected
When you’ve sent out a survey, created a new product or built something new for your audience, leave a little suspense in the newsletter. Give some background on why the reader should care and tease them with the answer, which is something they must click to see. If done with the right tone and content, you’ll see an increase in engagement. But use this strategy sparingly lest your newsletter feel like click-bait!
Write Your Call to Action Like a Headline
We run a popular daily email on innovation called Wakefield, so we’ve done quite a bit of testing over the years. We all know an enticing headline increases open rates, but we don’t all treat our call-to-action the same way. With a CTA, you get the benefit of the buildup before enticing readers to click. For example: “I’ve just told you that X company is hiring like crazy. See all 52 jobs here.” It works.
Use More Pictures and Less Text
We like to keep our newsletters picture friendly with as little text as possible. The logic is to keep it simple since we all have too much email already. Lots of product pictures help to convey the message and offer the chance to click on what interests them without a bunch of clutter. Our open rates average 36.7 percent and clicks 7.16 percent, which I think most would agree are quite good and are trending up.
At a recent small business expo, I attended an email marketing workshop offered by a leading SEO firm. They had tested multiple email formats and determined that a video offering received the highest rate of click-throughs. Instead of leaving a reader to a sales page or content page, try linking to a video that pitches your product instead.
Offer Expert Commentary
People love to hear what other people have to say, especially if it’s a known key influencer. Give your readers a break from your brand voice, and give them a rare opportunity to listen to another.
Personalize the Message
An email is more actionable when it directly affects the person reading it. Is there data you can collect about your reader that can be tailored to their interests or needs? Use it to trigger an emotion within the reader, which ideally will have them clicking for more.
Hire a Good Copywriter
Healthy open rates and poor click-through rates imply that the content is failing to interest and engage the reader. A skilled copywriter will craft content that is engaging and link it to an effective call-to-action. We all get too much email. If you want your emails to stand out, they’d better offer something valuable and interesting to your audience. A copywriter can help with that.
Make Them Time-Sensitive
Make your subject lines calls to action, and make them time-sensitive. When a reader knows prior to opening the email that action is needed soon, you can get better results. You might try a subject line like, “48 Hours to Save Money on the Latest Tech”.
Use Power Words
Power words are words that produce visceral meanings. If someone is reading your newsletter and it generates a powerful emotion inside of them, you have reached them on a deeper level. For example, instead of saying that the performance of your product “beats” the competition, say that it “annihilates” the competition. Some other examples of power words are accidentally and stumbled upon.
Show What’s in It for the Customer
Consumers always want to know what is in it for them. If you give them a reason or incentive within the newsletter subject, it will attract more attention. For example, giving away a free Apple watch, an iPad, or even a free usage of your product.
Featured Image: Alexander Supertramp via Shutterstock