If lead generation is your goal, sending out emails is simply not enough. It is also not enough for your customers just to open the emails you have sent. You need to be able to increase your email click-through rates — in other words, you need to send your customer from your email to your landing page. This is how your customers can interact with more content and hopefully become a lead.
Here’s how to increase your email click-through rates:
Improve Your Subject Lines
This has more to do with getting recipients to open your emails, as the first step in improving your click-through rates. After all, people cannot click through to your website if they never open your emails to begin with. To improve your subject lines, and therefore increase your open rates, try using shorter subject lines fewer than 50 characters. The email client may cut off longer subject lines, especially if the reader is on a mobile device.
You will also want to experiment with A/B testing to see what kinds of subject lines perform best with your particular audience. Do they respond better to informative, descriptive subjects or do they prefer clever one-liners? Know your audience and have the data from A/B tests to back up your subject line choices.
Keep It Short
With the majority of people reading emails on their mobile devices or cell phones, it’s more important than ever to keep your important content above the fold. Readers should not have to scroll too far to get the gist of what you’re trying to get them to do. Remember to keep your emails short and put the meat of your content on the landing page.
Link Placement Is Crucial
When you want to drive people to your landing page, don’t hide the link away at the bottom. If possible, place links twice in the email: once towards the upper middle, and again at the end. But context is important too; you should be linking relevant text where the link feels natural and makes sense. Don’t link random words or all over the entire email. If the email is especially short, only use one link unless it makes sense to have two.
Experiment With Your Call to Action
A/B testing is not only for subject lines. You can experiment with your CTAs as well. Try moving the placement around, or using different language. You may also want to try out different lengths — does your audience respond better to a long call to action, like “Click here to learn more about whatever it is that we do”, or do they prefer to keep it short and sweet with a simple “Learn more”?
A final tip for making your call to action as effective as possible: always start with an action verb, like the following:
It may also be helpful to make it very clear what the reader gets from clicking through to your site. Do they get a useful piece of content that will help them with their jobs? Do they get more information, or a webinar, or a demo? Don’t hide the value to your customers. Make it clear what they’re getting for their time.
Personalize and Segment Your Lists
People like companies that make them feel special; so try to tailor your emails to their specific wants, needs, and situations as much as possible. You can do this by segmenting out your list and editing the email copy to match their needs more closely. Additionally, emails perform better when there is a personal aspect to them. Use fields whenever possible that automatically inserts the recipient’s name into the email for a more personal touch.
Remember that A/B testing with emails is your friend. You can do A/B testing on almost anything. Experiment with different practices to see what works best for your company and audience. It can be overwhelming to tackle all of these suggestions to increase your email click through rates. Why not seek some advice from the professionals. McAllister Marketing has extensive experience helping businesses grow with digital marketing, so please contact us for more information.