INSIGHTS

2018.05.01.

10 simple steps to increase your clickthrough

INSIGHTS

2018.05.01.

A low level opening ratio is horrible for a marketer who is proceeding an e-mail marketing campaign. However, its much worse if the opening ratio is high, but the clickthrough still stays in a low level.

At this point, we can acknowledge that they were interested about the e-mail, but we have screwed up something by the links.

In this article, you can read proven tips by us or tried out case studies and seen them in tests, how they are functioning.

Try out the tips, because it could guarantee to increase your clickthrough!

1.  Button instead of link text

Linking the text in your newsletter is not quite efficient, rather create a ‘tasty’green button (or orange, red) which is automatically offering itself for clicking. You can also put a smart text‘call to action’button. Think about the click through as a product, which is sold by the newsletter, and facilitates the reader’s life – not just‘putting it into the basket’, but checking the product page.

2. Video

If you have a good video of your product (or service), insert it in your newsletter, the conversion goal can be the watch of the video (youtube or other video sharing portal can be reached after clicking.) It works well.

3. Improve wording

If necessary, ask for professional copywriters for help. The low opening rate may could due to the wording is not sufficiently convincing: boring corporate boilerplate texts and overused words in the newsletter (such as software as a "solution") and unfollowable complex sentences. 

Think: I can't sell the water for the thirsty people walking in the desert, if I don't show them bottle. The good product needs to be communicated in an appropriate manner.

4. Time Sensitive Offers 

The interest is not black and white. There is, of course, the person who does not care (unsubscribes after a while). Some are Evangelists and clicks without thinking. These two groups are the minority. 

The majority  "yes, that might be interesting for me" with a humming attitude sitting in front of the newsletter, and perhaps they add the letter to favourites and get back to it later, and check what it was exactly. Unfortunately, those newsletters, which previously marked for later reading are forgotten to be reread again (the letter opening is lost) 

The remedy could be if the offer is time-sensitive. The e-book can be downloaded only in the first 24 hours, the discounts lasts only for two days, free delivery involves only the first 100 customers. 

5. Put the CTA as a subheading

Most people hide the click-through link (or button) at the end of the letter. So, it will be not realizable or the letter is too long and they don’t scroll down until the click-throug link.

I suppose that you break your longer newsletters with subheads. (Check this article too: breaking the article is also helpful here.) Be one of the subheadings as a CTA itself.

6. Get a small "yes"

Sales knows the tactic since a long time, that potential buyers will say yes to the offer if we help them to spoke it out by using rhetorical questions.

Use the same tactic in your newsletters. Put rhetorical questions into the newsletters, so when your reader gets to the CTA part, let their only logical step nothing but clicking.

7. Tell us why is it worth to click

It is not justified in many newsletters, why should I click on the link. They require time investment from my side, but time is  precious. Will I get to know any exclusive information behind the links? Will I reach a specially tailored offer only for me? Could I read an expert's opinion? Will I get a valuable e-book for free?

Anything is behind the link, build up it's value.

8. Use more links

If  there is only one link in the email, it is easy to ignore. Perhaps the reader will not notice, or right that time and place does not want to click.

More links = more clicks = higher click-through rate.

9. Link above the fold

The part above the fold, is the part you can see without scrolling down the screen.Obviously,it changes from screen to screen, that can be considered as ‘above the fold’for example: this magical part is smaller on mobile phones then a giant PC screen.

Many people are not going to scroll down, because the newsletter did not catch their attention or they just don’t have time to read, however the offer might be interesting for them.That’s why, one or more links should be placed highlighted above the fold.

10. Say to click on

All companies goal is to sell. What is the sales rate for that company, who never asks their potential ready to buy customers that: ‘so can we sign the contract, can’t we?

’In case of a good link its no doubt what the readers should do: ‘click here and check our...’No evasion, no smoke-screening, simply imperative style, which tells you what to do if the recipients are interested about the offer.

Most of them will only click, if they are ordered to do (‘the call to action’in loan translation ‘call for sales’), but these could be valuable conversions, so it’s not worth to ’leave them inside’with a missed CTA.

The other is rather UX: have you ever felt at each and each websites, that you don't know what to do? Sometimes, I would buy the product at a webshop, but I just simply can't find the button (it's not that attractive) or if I find it, I don't know what it does (it doesn't looks as a button, it's unclear whether I can put the product in the cart if I click on it.)

The doubt is the greatest conversion killer (the newsletters goal conversion is the clickthrough), therefore guide the visitors with clear notifications.