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Boost Your Email Click-Through Rates

So, you’ve created your editorial calendar, drafted your content—both regular content and special offers—and are up and running like a well-oiled marketing machine.  Woo hoo! Go girl (or guy)!  Your open rates are up and your unsubscribe rates are down. Give yourself a big pat on the back!

Time now to focus on click-through rates.  Why? Well, that’s how we know when your audience is engaged, how we test offers and products, and, the big reason, how we can have our audiences self-segment.  Self-segment? How cool is that!  The tip of the artificial intelligence iceberg! Way cool…but more on that later.

Depending on the goal of your email marketing, a high click-through rate could mean more people visiting your website, redeeming your offer, or registering for an upcoming event.

Want to know how to increase the click-through rate of your emails?

Let’s take a look at a few, tips, tricks, and best-practices that could help you boost your email click-through rate.

Create a scarcity effect

Creating a sense of urgency (the scarcity principle) is the best way to persuade your leads to engage with your emails. Urgency works because when you put a deadline on a specific action like the purchase of a product before an offer ends, people automatically lean towards taking that action by engaging with your email.

There are two types of urgency you can make use of in your email marketing campaigns: time-based urgency and scarcity-based urgency.

Time-based urgency entices prospects to engage with a campaign by providing only a limited timeframe. Whereas scarcity-based urgency capitalizes on scarcity (or limited product or service) to make it work.

Keep your emails short and have a clear call to action

Emails with three or fewer images and approximately 20 lines of text result in the highest click-through rates from email subscribers.

Why?  Because in today’s increasingly mobile world, consumers want to be able to read content anywhere, at any time, and from any device. By keeping your emails straightforward and your content clear, you can craft emails knowing that your subscriber can read them with equal ease at their office desk, while waiting for the train, or at home.

Send personalized emails

The best way to improve email click-through rates is to send more personalized emails to your leads. I am not just talking about “merging” their name in the content or subject line (that can get a little spammy, don’t you think?) When emails are personalized on the basis of your individual subscriber’s unique behavior and interests, they are more likely to engage with your emails.

This is where segmentation comes in.

Email segmentation allows you to classify your leads on the basis of common interests and behaviors. This way you can send targeted emails to each individual group addressing the needs of their concerns and behaviors.

Much more on segmentation to follow… stay tuned!

Just straight out ask for email preferences

If you are not sending your emails to the right people, with the right content, at the right time, emails can be annoying to your potential customers, which makes them unsubscribe from the list. To keep your list active and to boost click-through rates, it is essential to know your subscribers’ email preferences. Although you may have segmented your audience to near perfection, sometimes folks can get a little “wishy-washy” (yes, that’s a technical term) about what they think they want to receive.  Hey, maybe they’ve had a bad day and don’t really want to opt out altogether.

This is why it is vital to set up your unsubscribe or email preferences. Don’t let your audience simply opt out of everything.  Let them choose the frequency or subject matter before you lose them.

And, if they’ve really had a bad day and click that unsubscribe button, it’s time to…

Create a win-back email campaign

You need to take the last step to make your leads re-engaged with your emails by creating a win-back email campaign. According to a study, an average open rate of win back emails is 12%. This rate is respectable since all leads were identified as inactive before.

One of the best ways to persuade your inactive leads to engage with your emails is to make an offer they can’t refuse—a complimentary service, a discount, a special item of value—are all winners here.  A successful win-back campaign is a HUGE an opportunity to continue to nurture that wonderful prospect (hint, hint, make sure to place them into an automated campaign that treats them extra special!)

As always, test, test, test and find out what works for you!  There are lot of ways to increase your click-through rate!

Want to learn more about rocking your email marketing game? Don’t be shy, give us a shout!

Keep your email marketing game current!

Make sure to sign up for our upcoming Lunch + Learn: Email Marketing Trends for 2019

 

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Don’t Purchase that List!

NextGen Marketing-Digital marketing in Reston, VA

So you’ve decided to embrace email marketing.  Great! Good for you!  After all, email marketing is one of the most cost-effective types of marketing your business can utilize.

Maybe you already have a list of contacts—existing customers, vendors, family and friends—but, it’s a little small.  Or, your list of contacts is getting a bit stale.

You have money to spend on marketing, but what you don’t seem to have is the time to grow your list on your own. You might find it tempting to purchase a list. If someone else is going to do the hard work of collecting email addresses for you, why not take advantage?

Seems like a great solution.  You think, “We’ll reach more people and they will undoubtedly become customers! Woo Hoo!”

Not so fast..

Put yourself in the shoes of your potential customer. Do you like to receive emails from a business or organization you don’t know? If you see an unfamiliar name in your inbox, are you likely to open and read it? Or do you send it to your trash?

If you’re like most people, you’re protective of your inbox. And while you might not report every unwanted email as spam, you probably don’t think too highly of a business that sends you email without your permission.

Offending potential customers with unwanted mail is only one reason why you should never purchase a list.

Here are a few other reasons.  AND, these have much greater consequences.

  1. Purchased lists put you at risk of breaking the law, potentially in steep fines for your business. In the US, CAN-SPAM legislation includes some strict regulations around the right and wrong ways to collect email addresses. Additionally, Canadian Anti-Spam Legislation, which went into effect in July 2014, requires you to obtain and document consent before sending commercial emails to Canadian consumers
  2. Purchased lists aren’t allowed by reputable email marketing services. Email marketing services, including Constant Contact, do not allow you to use purchased lists. That’s because we maintain a strong anti-spam policy to ensure that our customers are only sending emails to people who have expressed interest in receiving them.
  3. Purchased lists put you at risk of higher spam reports and unsubscribes which can lead to lower open rates. Not recognizing the name of the sender is one of the biggest reasons people choose to unsubscribe from marketing emails. It’s also one of the main reasons people mark email they receive as spam.

Email marketing relationships are a valuable marketing asset. In fact, research shows that 91 percent of consumers want to receive emails from the organizations with whom they do business. Building these relationships starts with making sure you have permission before adding someone to your email list.

So, what can you do? The thing to remember is that it is not only possible to organically grow your permission-based subscription list, it is a much better solution.  By growing your list organically, you are able to segment your list and personalize the message.  You are able to send the right message to the right customer.  And, because of this, you will have much higher conversion rates.

Building your list starts with having the right tools to help you collect email addresses in all the places people interact with your business.

Here are a few quick suggestions:

  1. In-store: Use a paper sign-up sheet or use a text-to-Join feature to allow new customers to sign-up from a mobile device.
  2. Website: Embed a sign-up form right on your website, so that new visitors can easily subscribe.
  3. Social Media: Include a link to your online sign-up form in your social bios (and the occasional post) and add “Join My Mailing List” app to your Facebook Page.

No matter how you grow your list, make sure to always add an incentive to sign up.  A discount, a free “how to” guide, or another giveaway.

There are many other ways to grow a solid, permission-based, nurtured list.  To learn more about how you can grow you list, and of course your business, email us.  We would love to hear your goals and build that list together!

Keep your email marketing game current!

Make sure to sign up for our upcoming Lunch + Learn: Email Marketing Trends for 2019