If you`ve even remotely engaged in digital marketing in any way, you probably are aware of the value of email marketing. Email marketing has become of the most valuable and effective means of marketing in the last few years. With the proliferation of social media channels and the ensuing chaos that comes with the multiplicity of points of contact, email marketing has become one of the last silos of online communication. And, therein lies its success. Owing to the personal nature of email communication and its divorce from main stream social media, email marketing has grown to become a hugely successful avenue for converting leads to customers.
Creating marketing communications that are based off customer actions and that speak to the interests of customers via email marketing can have a significant impact on conversions. Well, that’s the goal anyway. But there is one tiny problem (not so tiny) that can come in the way of your email marketing success; and that’s poor click-through rates.
While having high open rates is great, it doesn’t mean very much, if your leads aren’t clicking on the links within the emails to visit your site or sign up for important stuff. By some accounts, click through across various industries are as low as 4%, which is pretty horrible come to think of it.
So, what can you do to improve your click through rates when you have a high open rate? Here are 5 proven strategies to help you boost your click through rates and increase your conversions.
1. Write a Clear Message with Neat Copy
Perhaps, the most important thing you can do to increase your conversions is to write content that has a clear purpose and that elaborates on that purpose consistently.
Avoid being vague and complicated at all costs, and stick to the point. Also, remember to keep the content engaging, but concise and to the point, because your readers don’t have the time or patience to read lengthy pieces of content.
2. Use Enticing Pre-Headers
In addition to writing concise copy with a purpose, make sure that you leverage your pre-headers or opening copy to encourage your readers to click on your links.
The pre-header content that you write should ideally convey the number one benefit to the reader of clicking on your email CTA’s or links. Surveys conducted by a number of marketers have shown that connecting your pre-headers to your copy has huge conversion benefits.
Your leads are much more likely to click on a link when they have clarity on the benefit they’re going to receive.
3. Segmentation is a Must
Without proper segmentation your emails will most definitely fall on deaf ears, and even if some leads to open them, there likely to quickly get frustrated and might even unsubscribe from your lists.
You should focus on segmenting and sending your campaigns to relevant and interested leads rather than blindly sending email blasts. Sending communications that are based on the interest, actions and behavours of your leads is hugely likely to increase your clickthrough’s and your conversions.
4. Add Multiple links Strategically
Another practice that has been found to consistently increase click through’s is to add more than one link and maybe even multiple links depending on the length of your content.
Your best bet is to make use of the P.S. section at the end of your email to add your second or third CTA, since people are likely to scroll all the way down and get to the end of emails.
5. Test and Optimize
While the above methods have been proven to work, you should always take the opportunity to test different elements in your emails to improve your marketing communications.
Depending on your industry different elements of an email my take precedence over others, so make sure to test everything from the subject line, to CTA placement, to content layout, and even graphics.
It all pays off in when you get those conversions, so don’t be complacent and put in the hard work!