Looking for an effective while affordable way to engage your customers? Email marketing would be the first term coming across your mind. However, starting a successful email marketing campaign is not easy. Oftentimes, you emails are found lying down in the inbox clutter or in the spam folder, reflecting the depressing open and clickthrough rates you get from your email marketing provider.
Open and clickthrough rate (“CTA”) are both most significant benchmarks for the measurement of subscribers’ engagement with your subject lines as well as email campaign content.
Open rate refers to a percentage of how many subscribers opened your successfully delivered email campaigns. It is an important indicator to tell how much your subscribers care about your content. On the other hand, clickthrough rate refers to a percentage of clicks of how many people who open your email also click on the links in it. You can have a clear understanding of how many subscribers are not engaging with your content, according to the clickthrough rates.
Don’t send an email from your company, but from a real person.
It has been proven that an email sent from a real person can get better open rate. Plain and simple. The main reason is that recipients typically have a tendency to trust a personalized email address and sender name instead of a generic one since they have been inundated with spam everywhere.
Set the preview text in advance.
How your email will be displayed relies on which email client your subscribers use to open it. Popular email clients such as Gmail, iPhone Mail App and Outlook will present the first few lines of your email body text alongside the subject line. Like this:
The short text, in other words, is a preview of your email content. If you don’t want the client to automatically pull from the body of your email, you should make some changes to the email client and user settings. For example, pre-set the preview text that is a short and to-the-point summary of what you’re offering.
Keep your emails short.
Nobody wants to read a huge, long email during or after a busy day. They need short yet concise emails which allow them to scan through all information and glean core message in a short amount of time.
Another reason to keep your emails short is that spam filters are more likely to give red flag to emails with too much copy.
Therefore, in order to make it easier for readers to skim the email, you need to keep it short and compelling. If, in some case, your email has to be long, you can try to break it up into several smaller paragraphs to offer visual breaks.
Stick to one clear call-to-action in each email.
The call to action is really where the rubber meets the road for clickthrough rates. But people may also misuse this great idea to result in the opposite effect.
It’s hard to resist the temptation of including multiple call-to-actions in one email since they’re typically where the click happens. When you’re doing this, you’re apparently ignoring the fact that your subscribers can be distracted and overwhelmed by so many links. The end result is, they won’t respond to any offer in your email!
To get optimal clickthrough rates, stick to only one call-to-action in an email to drive your subscribers’ attention to taking one action.
Use social sharing buttons.
Believe it or not, email with social sharing buttons can get 158% more clicks than those without the sharing buttons, according to a study of How Social Media Icons Affect Clickthrough Rates conducted by GetResponse.
Increasing the number of people who see your link will increase the number of people who click on it. So, make sure to extend the life of your email by adding social sharing buttons.
There are many email tools supporting built-in social sharing buttons, therefore you just need to fill in the destination URL.
Create consistency and urgency.
Establish timetable and deliver your email regularly, for instance, once a week or a month. This is a good way to engage your customers because they will have a clear knowledge of when to receive your message. Even better, your royal subscribers can budget time for your newsletter.
As well, eliciting the fear of missing out (FOMO) in your subscribers can lead them to click on your call-to-actions right away. Assume that you have an offer that ends soon, you can create a sense of urgency by using words like “today” or “now” in your email.
Create mobile-optimized emails.
Can you believe it? 53% emails are opened on mobile devices nowadays.
If your emails are difficult to read on a mobile device, you would miss a huge percentage of open and clickthrough rates contributed by your subscribers who preferred to check emails using a phone.
In order to ensure people can easily read your emails regardless of the devices they are using, you can take advantage of mobile responsive email templates.
Mobile responsive emails can automatically adjust the text, images, and buttons in an email to fit different screen size, making it easier to read on both desktop and mobile devices. Besides that, email layouts will be adjusted from multi-column to single column on mobile devices, and your subscribers can easily access the content with either a mouse or a touchscreen.
Insert a video.
Compared to static text content, people are more like to engage with and follow an email with videos.
It is true that many inboxes don’t support playing videos, you can still include a thumbnail image of your video and a play button to boost clickthrough rates dramatically.
Resend unopened emails.
Resending the same email to recipients who didn’t opened your original message can also increase your email open and clickthrough rates. To avoid annoying the subscribers who have clicked the email, you’d better segment out those who didn’t open it the first time around.
Hope these practical tips can be helpful for getting your email campaigns exposed to more people and ultimately improving your open and clickthrough rates beyond expectation.