Posted on October 31, 2017
Has it ever happened to you to send emails to your newsletter subscribers and to verify that some people open them, but almost none actually seems to click from the email to your site?
If this ever happened to you, you’re not alone. First of all, let me reassure you that this is much more common then you’d think.
Ten years ago, we used to get an amazing email click-through rate and great open rates; then, over the last 10 years, the marketers have been bombarding the consumers with so many promotional emails, that the email marketing effect inevitably changed.
This doesn’t mean, though, as someone claims, that email marketing is dead. It’s not dead at all. Some of the clients I’ve been working with, get most of their revenue from email marketing.
But your message and your product need to be relevant to your subscribers.
This means that the number one factor to get a higher open rate and click-through rate is the relevance. People need to care about your products or services: the more they care about them, the more clicks you will get. If people don’t click, this may mean that they subscribed when there was a different lead magnet, a different opt-in page, and now you’re selling something else?
To get the best possible relevance, you should create very specific email lists for very specific types of users.
It is also pretty normal to lose some people’s attention over time: people get “cold“, emails get “cold” in your list because with time they stop caring so much.
That’s why recency (how recent an email list is) is so very important: it’s very different if you built that list two weeks or two years ago. You need to create recency and never leave people on an old list because old lists are slowly going to die. If your list is too old, you should start “moving around” people. If you are going to launch a new product, you can, for example, try to create a waiting list for it, getting people to opt-in again, signing up for this new email list. This will have a very high recency, which means that its open rates and click-through rates will be much, much higher.
Tip number three is your email list size. Usually, the bigger your list gets, the lower your open rates and click-through rates will get. Smaller lists have higher open rates and better click-through rates. One thing you want to do is to keep up a good list hygiene, which means getting rid of bounced emails and cold subscribers. Usually, in your email program, you can look at stats like, for example, who didn’t open any email in the last 12 months. These people hurt your email deliverability (a very important factor of we will discuss further in the future) and push down your open and click rates: you should get rid of them. Don’t be afraid to cut off subscribers, to unsubscribe and delete people from your lists, which you want to keep clean and as small as it makes sense.
The fourth thing you can do to increase your email click-through rate is to include multiple links: the more links you include, the more clicks you are likely to get. Of course, if you create ten links, you’re probably going to result in people’s spam folder, but your emails should definitely contain two to three links. You can set one link in the beginning, one link in the middle of the email and one link at the bottom, maybe in the “P.S.“. That alone increases your email click-through rate because chances are bigger that people will click if there are three links than one link.
Follow these five tips and you will be getting more clicks and people will be visiting your website, hopefully being converted into leads or into sales.
If this is not happening and you’d like some assistance with your email marketing,contact us: we’ll be glad to put our expertise at your service.