3 Ways to Increase your Email Marketing Campaign Click Rates
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The key to email marketing campaigns that get results is enticing your readers to open your email and take action. In our last post we outlined how to improve your email open rate, but now that your recipients are opening the emails you send them, what’s next? You want them to take action by clicking over to your website or promotion, right? Whether you’re selling a product at a discount, or enticing potential customers to book a call with you, clicking within your email is the first step to making that sale.
To optimize your email for the action you want your reader to take, there are lots of different things you can do. In this post on optimizing your email campaign, we will talk about a few of these things.
1. Optimize your email campaign for mobile friendliness
Make the body of your email mobile-friendly. Just like you would when trying to increase your open rate, you also want the content of your email to accommodate those who prefer to use their mobile devices.
How can you optimize your email marketing campaign for mobile devices?
Create your email so that is mobile-responsive. This means that it looks good on a desktop screen, but is also responsive so that it formats correctly on all screens from desktops to tablets and smartphones.
All content should be visible within the width of the screen. If your email isn’t responsive, the text may reach off the viewable screen, forcing your readers to scroll. Nobody will work this hard to figure out what you’re trying to sell.
An unresponsive email often has text that is small and hard to read for some. If your readers are having trouble reading your content, the chances of them clicking your CTA (call to action) are low. You may want to create a button instead of just linking text. This makes your Call to Action more visible and clickable. The image below is a great example of a mobile friendly email. There is a button that is easily clickable and the important CTA and message is within the viewable window.
2. Make the CTA clear from the start, and your email easily scannable
As a lot of email recipients don’t thoroughly read every email that they open, you want to put your CTA at the beginning of the email, making it clear and easy to click.
You also want to make your content scannable. You can do this by breaking up your content into short, readable chunks. Lists are also an excellent way to make your content scannable. Use bullet points when appropriate.
3. Personalize your emails
The most effective way to personalize your emails is by segmenting your lists. In your database you want to include as much information as possible about your subscribers.
For example, if you sell running shoes and you have a particular group of customers who have already purchased a specific brand of women's shoes from you, you would want to send updates to that segment when you have new inventory of that brand available, or when it goes on sale. You probably wouldn’t want to promote men's hiking boots to that segment of your list. The more relevant your emails are to the recipient, the more likely they are to take action.
You can also personalize your email marketing campaigns by addressing your readers by name. Email marketing platforms like MailChimp have features that insert the recipient's first name, as long as your email list includes that information.
With mobile-friendly design, a clear call to action, and great personalization, your email campaigns will have the click-through-rate that will leave your competitors in the dust.
If you need a digital marketing strategy that uses email marketing to get you results, feel free to contact us for a free strategy consultation!