Email marketing is the perfect tool to increase your website traffic or conversion rates. Email recipients will click the hyperlinks in your well designed email.
Here are 5 tips to help you increase your email’s click-through rates:
1. Ensure your emails are opened
Admittedly, this sounds obvious, but it isn’t as easy as it seems. Just because your email is delivered to your recipient’s inbox doesn’t mean the recipient will open your email. There are many ways to increase the open rates of your emails. Here are the most important ones:
Increasing your open rates starts with using a reputable Email Service Provider (ESP) that will host your opt-in database. Be very clear on your sign-up forms of what subscriber is signing up for, and what kind of information they can expect to receive.
How many times will they receive your emails? You’d rather have one opt-in who reads your newsletter, than many that delete it without even opening it.
Identify yourself: Make it perfectly clear for the recipient who the sender is. Use your name, your company name or both.
Write an appealing subject line: A well-written subject line invites the recipient to open the mail. Be sure to stick to a maximum of 50 characters (20 if you have a lot of mobile readers) to prevent it from being cut off in most email clients.
Compose a strong snippet or pre-header: This is the first text that’s displayed underneath or next to the subject line. Often the snippet contains text like “Unable to read this mail? Open the web version.” You can do better.
2. Have a clear call to action
Click Here! Call 1888 456-7155
“Create an account now!” “Buy product X!” Having multiple calls to action (CTAs) only makes it confusing for your recipients. Determine what the main goal of your email is, and make sure your call to action serves that goal, and that goal only.
Also, a CTA should make clear for the reader…
What is expected of him
Where the CTA will take him
Why he has to go there
The best CTAs answer those three questions, using as few words as possible:
Sign up now.
Create an account.
and so forth.
Avoid CTAs that state the obvious. The internet has been around long enough even for the biggest technophobes to understand that they have to click on a hyperlink to make it work. In other words, don’t use “click here.”
3. Create mobile-proof emails
In 2012, the amount of mobile online traffic was 12 times the size of total Internet traffic in 2000. And mobile data traffic is still skyrocketing. But while more and more companies prepare their websites for mobile visitors, only few of them do the same with their emails.
In the meanwhile, according to Litmus research, 38% of all emails are opened on a mobile device. That makes mobile phones the most popular medium for reading emails.
Not preparing your emails for mobile is a mistake you can’t allow yourself to make. Create your email templates using responsive design, which will adjust the email to, for example, screen size used or the orientation of your screen (in the case of smart phones, which you can hold horizontally or vertically).
Also, keep in mind that mobile users click using their fingers instead of a mouse. Make sure all your calls to action are large enough and your hyperlinks have enough space between them. Tip: a finger takes up, on average, about 44×44 pixels on a mobile screen.
4. Be relevant
Your database is one of the most powerful assets you have to increase the number of clicks in your emails. Using the information in your database, you can send your recipients relevant emails that fit their needs.
The most efficient form of email relevancy based on the data in your database is event-driven email marketing. For example, you send emails based on someone’s interests, products someone purchases or didn’t purchase. Abandoned shopping carts, for example, are known to increase click-through rates 20%.
5. Test and measure
Not every target group is the same. That’s why you should use the previous four tips merely to get started. From there, the best way to improve your open rate is by testing various strategies and to keep measuring the results.
Test emails with split-run and A/B tests, including different send times and different subject lines. Keep tweaking and molding until you find the right format and the click-through rate until your reach your campaign goals.