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10 Ways to Increase Email Click-Through Rates

If you've been running your email marketing campaign for even a few months, you're probably able to anticipate the click-through rate of each campaign. Glad you have a handle on your inbound marketing analytics. But a new year is fast approaching, and now is the time to dream big. Start improving that email click-through rate to really give you a smile. If you are not sure how to improve your email CTR, here are 10 ways to do it. And remember that email marketing provides a prime opportunity to communicate with your clients and potential clients who have already shown they are interested in what you can do for them. You should be constantly improving your emails using different email marketing campaigns to get the most return on investment possible.

1.) Test your subject lines. Click-through rate is often used in email marketing to refer specifically to the click-through rate of an offer in the body of your email. But you first need to get recipients to click into the email. Once you've nailed email deliverability, start tweaking the subject lines you're using. Make the recipient want to read the email.

2.) Less is more with copy. Write shorter emails to increase the likelihood that email recipients will encounter your offer before getting bored and deleting it. You can also help combat this by frontloading your best copy.

3.) Include social sharing options. Studies have found that emails that include just one social sharing option generated a 30% higher click-through rate than emails without any social sharing links. That CTR jumped to 55% higher with 3 or more social sharing options. Even if your readers don't want to redeem your email's offer, they might know a friend who does. Give them that opportunity by including social sharing buttons, and watch your click-through rate soar.

4.) Segment your email lists. List segmentation lets you provide a more targeted offer, increasing the likelihood your reader will click through. In fact, research shows that companies who segment their lists enjoy 18% more transactions, 24% more sales leads, and 24% greater revenue.

5.) Offer targeted content. This is why you segment your list. Now that you know to whom you are sending your email, consider what content they want, and use that for your offer. If your offer speaks to your recipient's needs, you will receive more clicks to redeem that offer.

6.) Personalize your emails. You can further target your list and the content in your email by including elements of personalization. Part of effective lead nurturing is knowing about your prospects' and customers' purchase history, download history, satisfaction score, and website activity. This will allow you to provide the most relevant offers that will receive more click-throughs due to the targeted nature of your email.

7.) Remove distractions from the email. It is important to remove distractions from your email layout. Resist the urge to include a header that includes your website navigation, or include multiple offers with the hopes that at least something in the email will compel readers to click. This is a signal that your email does not have a specific enough goal. Step back, and consider the objective of the email. What one thing do you want the reader to do? If your goal is to get more Facebook fans with this email, then that is what you should write copy around, and that is the call-to-action you should highlight in your email. Don't give readers the opportunity to get distracted by your blog posts, product pages, or any other part of your site.

8.) Buttons are important. Make sure your reader can link back to your website for more information. When you are highlighting a subject, make sure the reader can easily follow through.

9.) Create a sense of urgency. A tactic that works particularly well for product marketers is putting limits on your offers. This forces readers to redeem them quickly, increasing your click-through rate.

10.) Make sure your emails are mobile optimized. Research shows that of the 70 million US consumers who access email through their mobile device, 43% check their email on it 4 or more times a day. If you're not optimizing your emails for mobile, you're completely missing out on a huge opportunity for these mobile readers to click your calls-to-action. If you haven't already started to optimize your emails for mobile, 2017 is the perfect time to begin and take advantage of this huge segment of the population that is bound to continue to grow.

Written by : John Stevenson