You send marketing emails to subscribers, and you want to improve your email newsletter click through rate.
Even if you have healthy open rates for your outgoing emails, what are some email marketing strategies and tactics to improve your email newsletter click through rates?
Here are a few ideas:
A/B Test Click-Through Rates
Perhaps the easiest and most simple way to immediately improve your email newsletter click through rate is through A/B testing subject lines, “from names” and delivery times of your emails. Are subscribers more likely to click a link in your email if the email is sent from “Brett at Markitors”, or “Markitors”? A/B testing can help answer those questions and will optimize your email marketing over time.
Mailchimp, for example, gives users the option to A/B test based on subject lines, delivery times and from names. Mailchimp will analyze the data from an initial send to a percentage of your subscribers, and then will send the “winning” email to the remainder of your subscribers based on the highest open rate or click rates. There’s no easier way to improve your click through rates than with a simple A/B test.
Try sending plain text
Companies today often spend more time on the design of the email than the content itself. Guilty of this? Try sending out a long form, plain text email with a couple of call to action links.
You might be surprised by how many people will read your entire email and take action based on what they’ve just read. Instead of designing a pretty image, try providing context and incentives for the reader to click on your content. If a subscriber knows that it’s worth their while to click, then they often times will.
More Pictures, Less Text
On the other hand, if you send out plain text emails and aren’t experiencing the click through rates you want to see, try inserting a few more pictures into your email newsletter that complement your content. Sometimes words can really muck everything up, and an image can convey your message much better. Test out the same email to different segments of subscribers and see which email performed best.
with the email subject line
Email subject lines influence open rates, but the right ones can also increase your email click through rates as well.
Often times a subscriber knows your brand and what to expect when it comes to your content. An email subject line can influence a subscriber to click your email without even reading your content. Because that trust already exists, subscribers will just open your email and click on the first link they see because of the subject line.
Research your Google Analytics account and previous email campaigns to help generate email subject lines that appeal to your subscribers. Not only will a quick email audit help you best target your content, but it will also result in those click through rates you’d like to see.
Include a Call to Action
It means nothing to nail the subject line, A/B test and design an email newsletter without a good call to action.
The call to action should resemble the email subject line (think, bookends), should recap the content of the email, and not introduce anything new.
Example: we’ve just told you all about how our company is running a special promotion for SEO audits. Request your free SEO audit today.
You get the benefit of a build-up with a good call to action, and the end result are people clicking your content.
Give something away for free
Giving away something for free is a great way to gauge your subscriber interest and collect more data about what to send segments of subscribers in the future.
Get creative in offering value to your email subscribers.
Use Buttons Instead of Links
Going back to the recommendation to use images sparingly in text based newsletters – buttons are a great way to increase those click through rates.
People are used to clicking on buttons, so when they see one, they consciously are able to click a button more effectively than they would a link. Clients of ours who have made this switch have seen drastic improvements in click through rates – just by putting a large button in their emails. (This is especially true for mobile users – where lots of subscribers check their email)
Markitors is a full service online marketing company that helps small businesses grow online. Originally financial auditors by background, we bring an analytical approach to SEO, paid advertising, social media marketing, email marketing and website development. Headquartered in sunny Scottsdale when it’s not hot, each year we move our summer headquarters to a new destination. Last year it was Spain. This year, we’d love to know where we should set up shop next. Contact us and let us know where we should go, or how we can be of service to your for your internet marketing needs.