Wednesday March 12th, 2014

7 tips for boosting your email click-through rate (CTR)

Email is one of the most effective ways to market and grow your business. Reaching prospects and customers, and getting them to take action in their inbox, can be a bit of a challenge if you’re not using email in the right way.

Here are a few simple tips to boost the click-through rates from your email marketing efforts:

1. Make it Transparent

It all starts with getting your emails opened and that means starting with your subject line. First, make sure you are sending your emails from a live person, for example: ann.jones@abccompany.com — not the proverbial info@abccompany.com email address.

Next, your subject line has a huge impact on your click-through rate. There are thousands of opinions on “How To” get your Subject Line opened, but think for a minute: What’s the goal of your email? If it’s only to get it opened, then go with the “Someone is standing behind you” subject line and drive a 90% open rate…kidding. Rather, the goal of your email marketing efforts should be to get your audience to click within your email, take action on your email, and convert into leads and customers. Don’t use exclamation marks or any other tricks that will raise the spam flag. The key is making sure your subject line is transparent with the content and offer of your email. This will help to bolster your click-though rates and drive better results.

2. Make it Personal

Did you know that 53% of buyers stop engaging if they receive irrelevant content? How many irrelevant emails do you get that you unsubscribe to or dump in the trash every day?

The key is to segment your list into smaller, specific groups based on their likes, dislikes and content preferences and send them specific content that they will appreciate receiving. Make sure that you aren’t cluttering your customers’ inboxes with stuff they don’t read, all while directing them back to your website to take action. Personalized emails improve click-through rates by 14%, and conversion rates by 10%. (Source: Aberdeen Group). Heres a tip, try a text-based, personal email to your audience with relevant content. Give your HTML newsletter a breather and see if you don’t see a pickup in your conversion rates.

3. Make it Timely

Every year I send flowers to my mom for Mother’s Day, but you know what? My flower shop doesn’t send me emails reminding me about it or offering a discount or recommend a bouquet. Know why? Because they aren’t engaging the full power of email. I get the occasional newsletter from them but what if they sent me timely, event-based emails, just when I had the need for flowers? You think I would engage with their email and take action? Absolutely! If you aren’t using the tools in your email software to send event-based campaigns, you’re missing out. It is an easy way to skyrocket your CTR with timely, relevant emails to your audience.

4. Make it Actionable

Remove the clutter from the copy of your email and clearly explain what you want them to do. Keep your call to action clear and concise. Tell them what they need to do as a next step. Don’t try to be sneaky about it. If you are offering a video of your product, say so. If it is a blog article, tell them what they are clicking on. No one wants to click on anything that they don’t feel comfortable with or TRUST. For example if you are offering a free trial, try “Free Trial”, short and to the point. Not: “Click here to try our whatever.”

5. DO NOT make the entire email one large image.

Spam filters look for emails without any body text. Be sure to add the proper amount of text and images to keep from getting marked as spam.

6. Always give users a way to unsubscribe from your emails.

The only thing more annoying than receiving an unwanted email is one you cannot unsubscribe to. Don’t make a bad impression with someone you want to do business with.

7. Check your open rate and bounces.

A normal open rate is 20—30%, if you start seeing a sharp decrease in your open rate it could be that your emails are getting blocked by spam filters. If you have a high amount of bounces, this could also mean the same thing.

By putting these easy tips into practice you’ll see a bump in your conversions and more customers coming through the door!

By using these tips, you will be on your way to increasing your click through rates. You will also need to continue to build and optimize your site for users and with that effort, you will begin to see a natural growth, engagement and conversion.