1.) Test your subject lines. Click-through rate is often used in email marketing to refer specifically to the click-through rate of an offer in the body of your email. But you first need to get recipients to click into the email. Once you’ve nailed email deliverability, start A/B testing the subject lines you’re using.
2.) Less is more with copy. Write shorter emails to increase the likelihood that email recipients will encounter your offer before getting bored and deleting it. You can also help combat this by frontloading your best copy.
3.) Include social sharing options. Econsultancy published results finding that emails that include just one social sharing option generated 30% higher click-through rates than emails without any social sharing links. That CTR jumped to 55% higher with 3 or more social sharing options . Even if your readers don’t want to redeem your email’s offer, they might know a friend who does. Give them that opportunity by including social sharing buttons , and watch your click-through rate soar.
4.) Segment your email lists. If you wonder why we harp on email segmentation so much, this is one of the primary reasons. Aside from preventing you from annoying email recipients with irrelevant offers, list segmentation lets you provide a more targeted offer, increasing the likelihood your reader will click through. In fact, research shows that marketers who segment their lists enjoy 18% more transactions, 24% more sales leads, and 24% greater revenue.
5.) Offer targeted content. This is why you segment your list! Now that you know to whom you’re sending your email, consider what content they want, and use that for your offer. If your offer speaks to your recipient’s needs, it’s a no-brainer that you’ll receive more clicks to redeem that offer.
6.) Personalize your emails. You can further target your list and the content in your email by including elements of personalization. Part of effective lead nurturing is knowing about your prospects’ and customers’ purchase history, download history, satisfaction score, and website activity. This will allow you to provide the most relevant offers that will receive more click-throughs due to the targeted nature of your email.
7.) Remove distractions from the email. Just like when you’re building landing pages, it’s important to remove distractions from your email template. Resist the urge to include a header that includes your website navigation, or include multiple offers with the hopes that at leastsomething in the email will compel readers to click. This is a signal that your email doesn’t have a specific enough goal. Step back, and consider the objective of the email. What one thing do you want the reader to do? If your goal is to get more Facebook fans with this email, then that’s what you should write copy around, and that’s the call-to-action you should highlight in your email. Don’t give readers the opportunity to get distracted by your blog posts, product pages, or any other part of your site.
8.) Slap your reader across the face with your call-to-action.
9.) Make sure your email is mobile optimised – If you’re not optimising your emails for mobile, you’re completely missing out on a huge opportunity for these mobile readers to click your calls-to-action.
10.) Create a sense of urgency. A tactic that works particularly well for product marketers is putting limits on your offers. This forces readers to redeem them quickly, increasing your click-through rate. But don’t feel bad. If your email marketing is well segmented, you’re providing them with a product that is well suited to their needs!.