Email marketing is an ideal method to boost website traffic and increase conversion rates, but to make that happen - recipients first need to click the hyperlink you include in your email. It feels so bad when you implement an email marketing campaign and you realize that you are not getting the number of openings that you expected. The reason why you're not getting as many opens and click-through rates from your email marketing, is either you don't understand how does it or you are unaware what can be achieved.
1. Quality email list
This is the foremost thing you need to keep in mind before you plan other tactics for your email marketing campaigns. Check your email list to ensure that you are targeting relevant people whom you feel would open the email, read the content, as well click the hyperlink provided in the email. Now if you are one of them who purchase email list from any third-party source it may not help you get potential click-through rates. Instead, preparing your own list that includes subscribers or recent shoppers. By doing this you the chances of them opening your email and clicking the hyperlinks increases as such people will always be interested to know more about your products and brand.
Shooting the same email to everyone in the list is not the correct way to run an email marketing campaign. Your content will no doubt be relevant to your brand and offerings that you wish to promote, but not all recipients are same. Segmenting your email list will not only prevent you from annoying recipients with offer that they would not like, but also helps you target each of them with relevant content that would make them click-through the link provided.
You email headlines/subject line will determine whether the recipient will open the email or not. Ensure the headline you create has something for your recipients is engaging that will encourage them to immediately open the email and click-through the hyperlink. Come up with headline that is relevant to the objective of your email marketing campaign. For instance, if the email campaign is sale-oriented or you are promoting a new products, then clearly state the value offered in the email with an appropriate worded headline/subject-line.
- Seasonal headlines
Holidays are round the corner, hence apart from focusing on relevant headline for your email it becomes equally important and beneficial to create one as per the mood or add reference events to the subject line. This will make your email look very timely and relevant that creates a positive impact on click-through rates.
You tactics have worked for you and your email headline has encouraged the recipients to open the email, but that's not your main objective. Your goal is to increase the number of click-through rates and email content will determine whether the recipient will click-through or not. To be safe, ensure you offer:
- Relevant and target content
Make sure you offer content that addresses your objective and engaging to attract recipients focus till the end. This is why you segment your email list. You can easily target recipients with content they want which in turn will automatically encourage them to click-through.
Without personalization, recipients will consider it to be an automated email that you've sent to many. This creates a negative impact and may encourage recipients to discard the email immediately. By segmenting your email list and tracking customer's past history you can design an in-depth personalized email that will receive more click-through due to the targeted nature of your email.
- Avoid distractions and force content
Ensure the content your offer in the email should have no distractions like words or phrases that are not relevant to objective. Try and include multiple offers to create a hope that at least some may compel the recipients to click-through. But, never offer content that will make recipients feel that you are forcing them to click-through. Send emails only when there is something worth to your niche audience.
5. Allow social sharing buttons
Today, billions of people have their presence on social networking sites (Facebook, LinkedIn, Twitter, etc.), hence it crucial you take and advantage of this effective source. Allowing social sharing buttons will be added advantage, because if your recipients does not want to redeem the offer, they might know someone who does. And by allowing social sharing buttons they can immediately share it with ones who are interested. Allows social sharing buttons and watch your click-through rates rise.
6. Focus on call-to-action button
To improve click-through rates, all it takes - is to have an appropriate email list and call-to-action button. So, once you have a quality email list focus on the call-to-action buttons as mentioned below:
Some recipients will have a clear idea about your offerings by reading the subject line, for them placing a call-to-action button at the top of the email will save their time. Some will first read the entire email and are more likely to click-through at the end of the email, while some get an exact idea about your offer in the mid of the email. Therefore, positioning the call-to-action button at the top, center and bottom of each email will help you carter different recipients behaviors.
- Influencing text
Apart from putting up content relevant to your offers, even more important is to infuse influencing text that should inform recipients how they could benefit from clicking the link. But, ensure you keep the influencing text crisp.
- Ensure the link leads to relevant landing page
The basis motto for organizing an email marketing campaign is to have recipients click-through and engage with the content, product or information that your offer. However, if the link does not lead to the relevant landing page as per mentioned in the email, is of no use. Also, it may create a negative impact for your brand who may never click-through in future. Make sure you keep users engaging even after clicking.
- Give something for free on every click
Try and offer a cash reward if possible on every click-through as this will act as psychological push that may encourage recipients to click-through the link provided.
7. Choose the time
Selecting the time to run your email marketing campaigns becomes very important. Because, considering email marketing campaigns during the days and hours when your target audience are available makes no sense. Therefore, it will be an advantage if you can research the best time by either asking email subscribers or tracking their past click-through rates timings. However, weekend are the best option to run an email marketing campaign.
8. Ensure your emails are mobile optimized
With more and people switching over to smartphones, it makes it easy to access emails over the phone. And, research shows that millions of users across the world are opening emails using their smartphones, as it allows them an immediate access to it. So, if your emails are not mobile optimized, you are leaving a huge amount on the table. Ensure your emails are compatible to any smartphone that will allow mobile readers to click on call-to-action on the go.
To end with, keep on testing your email components that include headlines, content, CTAs, timings, and implement the ones that create a great impact on click-through rates.