We’re all familiar with (and focused on) our email open rates. Convincing the receiver to open the email we’ve carefully crafted and sent at just the right time is one thing. Getting them to take an action is a better thing. After all – the point of any email we send to our list is to generate a response (a click, a sale, an answer to a question, etc.).
That “action” is measured as the CTR or Click Through Rate. It’s a much better measurement to use in evaluating the success of our email marketing program.
What should we be focusing on to improve our Click Through Rates?
[1] Subject Line: A carefully worded, big, bold headline that directly connects to your offer can increase CTR by around 18% according to Marketing Profs Master Class instructor Jay Schwedelson.
[2] Email Design: The design of your email template should be reflective of your brand – it’s the “packaging” for your marketing message.
[3] Body Copy: Write in an engaging voice and include as much personality, and personalization as possible – while staying on brand.
[4] Offer: Present your offer in an engaging manner – it should solve a problem (they may not even know they have).
- Example (from the full article – linked below):
PDF report? Toolkit? That might be useful. List of the 9 Most [fill in the blank] related to my interests or pain point? Yes, please!
[5] CTA: Consider what’s in it for the reader and word the CTA is such a way that they are motivated to take action.
- Example (from the full article – linked below):
Avoid using words like “Buy,” “Download,” “Register,” and “Shop” in your buttons and text links. They don’t speak to your subscribers’ desires or needs, and they don’t feel like much fun, do they?
Instead, consider what’s in it for them and try something more along the lines of “Unlock My Savings,” “Get My Free Report,” “Save My Seat,” or “Discover Your New Look.”
Read the full article: How to Optimize Your Click Through Rate
For more information about Email Marketing:
Email Segmentation – Is Your List – Just a List
