If you are asking yourself how to increase your click-through rate percentage or how to turn those CTR’s into conversions, then look no further!
Personalize the Email Greeting
Let’s jump right in on our first tip on how to ensure a successful eblast or email campaign, which is personalization. Everyone, including you, likes to feel important and there is nothing worse than opening an email and feeling like you and 5,000 other people were sent the same messaging. Newsletters are one thing, but when it comes to your sales and marketing email efforts you want the potential client to feel as if they were the only ones to receive that email. This tip can apply to warm or cold emails. If it’s cold, it shows that you took the time to research the company and understand their dynamics, and if it’s warm, it shows that you took the time to remember this potential relationship. What if you don’t know the recipient’s name? No worries, this is where creativity and segmentation come in handy, if you know your customer persona you can greet them with something relatable. For example if your business is in travel you can use “Hello fellow traveler” or in our case “Good Afternoon you sexy Beast.”
Subject Line is Everything
We essentially have one goal when it comes to sending out sales and marketing emails and it is to have a high open rate which will lead into conversions. We want our content to be seen and engaged with. In order to do that, we need to have a great first impression which will be your email subject line. In today’s digital society (especially more so now than ever due to the Stay at Home Order), people receive hundreds if not thousands of emails a day, and as people scroll through their inbox with their eyes glazed over, one of the things that will make them stop and open up your email is the subject line. What makes a subject line engaging? Well according to our friends over at Hubspot, urgency, curiosity, and importance are just a few items that your email subject line should contain but of course our favorite, don’t be afraid to be punny with it also. Use actionable items or pose questions that will make your reader stop and engage with the content of your email.
Day & Time Make a Difference
One of the things that I have learned in my experience with marketing and sales emails is that day and time truly will make a difference of whether your email will get seen and converted. For example, Monday morning is probably one of the worst times to send an email because everyone is slugging back into the work week. People are trying to catch up on things that they may have missed over the weekend, overall avoiding the drudge of the day that the Sunday scaries was trying to prepare them for, and they will completely overlook, if not avoid, your email. But Tuesday at 10am will generate a much higher open rate. Actually, Tuesday and Thursday in general are the best days to send any emails, according to a study done by Ominsend, which I can completely attest to this in my own research I’ve done throughout my career. Though it is key to remember to not over send emails, this is a quick way to get unsubscribed and sent to spam.
Content that is Click-Worthy
This may come as a no brainer to those of you in the industry, but what makes your content engaging and click-worthy? There are a few things that you should keep in mind when you are drafting your content to ensure that you receive a higher click thru percentage. First things first, remember that nobody wants to open an email and see a WALL full of text, this is a sure fire way that your audience will instantly click away. Ditch the long paragraphs and include infographs or images that you can structure in a way that these items break up the text that you do have. Also, we want to ensure that we are providing content of value to your reader, make sure to spend the time to put yourself in your audience’s shoes to ensure you are sending them the informative or entertaining content that they will want to read. An extra tip to this is to segment your email lists, it’s a step to ensure that you are providing the right type of content to each consumer persona. This particular tip could probably have it’s own blog, so I will cut it short but it’s important to keep in mind that the content is about what your audience wants to engage in and not what you or your business thinks they need to read.
Always have a Call-to-Action
What’s an email campaign without a way to turn your readers into clients? A call to action button, or a CTA, is an essential component to include in all of your emails and it’s important that this call to action pertains to the purpose of your email. Whether it’s to schedule a consultation, purchase event tickets, or subscribe to your business’s blog page, the call to action needs to be the obvious next step for your reader to take after engaging in your email. You are also not limited to just one CTA per email, you can include as many call to action buttons as needed as long as it follows the flow of your email content. The whole point of this button is to provide action and movement throughout your sales and marketing funnels, thus not including one could be detrimental to your digital campaigns. Our advice is to make this part of your email as eye catching and engaging as your content, don’t be afraid to personalize it either.
Preview & Test that Bad Boy
One of the most important items to complete before sending out an email to a current/potential client or marketing audience is to preview the email on desktop and mobile after sending a test email. This is crucial because 1. it gives you the first touch point to ensure all your hyperlinks are in working order, 2. allows you to check for any grammatical mistakes or spelling errors. The list could go on but most importantly, it also gives you the second glance to make sure your email is everything you want it to be. Nothing is worse than sending out a beautifully drafted email with a bomb call to action but you forgot to link the CTA to the correct landing page or you realize you used “you’re” instead of “your” in the heading. A process that I have always used to make sure the email was client ready was sending a test email to a coworker, two sets of eyes are always better than one especially when you are the one drafting the content (it’s easier to look over minuscule errors when you design and create it yourself). Once all links are checked, content is spell checked, the structure is formatted for mobile and desktop, and that call to action is forward moving, it’s time for email lift off.