6 email marketing tips to boost your click-through
Email marketing campaigns are a staple of any digital strategy. But it's not enough to simply send out your email to your subscriber list, and hope for the best. Ideally, you'll want your users to 'click-through' – that is, open the email and click a link.
The question is: what can you do to encourage those click-throughs back to your webpage? These six tactics will help you get started on getting those valuable click-throughs rolling in.
1. Perfect your subject line
The first step to getting your subscribers clicking through to your site is – of course – to get them opening your emails. In many cases, B2C businesses can see success with more conversational language – think about clever puns or witty one-liners. But whether your business is in a B2B or B2C industry, the most successful subject lines will typically ask a question, appeal to curiosity, or create a sense of urgency.
Here are some examples:
- Use scarcity: 'Uh oh – don’t miss out! Three days left until the big sale ends!'
- Appeal to curiosity: 'Have you heard? Our brand new product launches today!'
- Ask a question: 'Here are the 8 habits of successful bosses. Recognise any?'
- Make it personal: 'Hey [subscriber’s name], we thought you might like our [product]'
2. Clarity and quality over quantity
Be as concise as possible. Some email marketing experts suggest thinking of your email content almost like a Tweet. On Twitter, Tweets are small messages limited to a 140-character count. While you don’t need to be quite that brief, it’s a great way to help you narrow down the point you want to make.
After all, people are busy, and they're likely to skim read promotional emails. If they see a huge wall of text, they may delete your email even before reading it. A short, engaging message is a great way to entice your reader to click through and find out more.
3. Get personal
Personalising your emails is a great way to stand out in your subscriber’s inbox. If they see an email addressed to them (‘Dear John,’ or ‘Hey John!’), they’ll be much more likely to read it.
And you don’t have to stop there. Take advantage of what you know about their purchasing history, website activity, and the information they’ve provided you. Tailoring your emails to target their interests is key to getting those subscriber click-throughs.
Here are some examples:
- The follow up: ‘How is your [purchased item] going? You might also be interested in [related item].’
- A special deal: ‘We miss you on [your website]. Here’s a 10% discount on your next purchase.’
- A gift for the occasion: ‘Happy Birthday [subscriber’s name]! We've got a gift, just for you.’
4. Use a call-to-action button
A well-placed, well-designed call-to-action (CTA) button is an essential email marketing tactic to encourage those click-throughs. Because people tend to read left-to-right and top-to-bottom, the top right-hand corner is a great place for a CTA to stand out.
For most people, a button prompts action. Make sure your CTA button looks like a button – think rectangular or oval-shaped, with simple contrasting colours. White text on a bright background is always effective. For the call-to-action itself, keep it simple. Try and keep it under five words and prompt a specific action. For example:
- ‘Get started’
- ‘Start your free trial’
- ‘View [item or service] now’
- ‘Want to know more?’
- ‘Get instant access’
5. Optimise for mobile
These days, people check emails on the go. In fact, statistics from email marketing service Campaign Monitor show up to 53% of emails are opened on mobile. That's why researching and finding an email marketing service with a responsive design tool is essential for those mobile click-throughs.
Responsive design means that your images, content, and call-to-action button all neatly fit on a smartphone screen. And remember, mobile devices are often using carrier data, so fast load times and smaller file sizes are important for successful mobile email marketing.
How can you make your email marketing more mobile friendly? Here are some tips:
- Reducing your image file sizes for faster loading.
- Emphasising your call-to-action button, make it larger, and with more surrounding white space so it’s easier to click with a thumb.
- Top-load the most important information. Consider text at the top, instead of images, as images can load slowly on mobile (or not load at all).
6. Add image and text links
The more opportunities you give your readers to click-through, the better. But be careful not to overload on hyperlinks – between three and four is a good target to aim for. Try linking phrases between 7 and 10 words long, as this give readers enough information about the link, increasing the chance they'll click-through. Like with the CTA button, a standout link prompts action.
Text can link to things like:
- A new product or service, with the linked text being an introduction to the item.
- A blog post or how-to guide, with a short description of the posts’ content.
Remember, the overall goal is to prompt action: to engage and entice your readers enough to make that click-through back to your site. And it's always a good idea to experiment: test and try different things to how well your email marketing campaign is working. Using a technique like A/B testing, or ‘split testing’, is great for this.
These tips are just the beginning.
Figuring out the best email marketing tactics can take quite a bit of testing – and quite a bit of your time. If this is time you just don’t have, an email marketing service may be your answer. A best-practice digital agency will be well-versed on which tactics are going to appeal to your customers best. They’ll manage your email marketing strategy from start to finish, and be dedicated to achieving your email marketing goals.
Looking for a digital agency in Melbourne? Talk to one of our specialists today to about how to boost your email click-throughs.
Digital360 on 15 May 2017
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