Camilla BradleyEmail marketing can be a struggle especially if you’ve been running a campaign for a few weeks now and you’re just not seeing a steady increase in your click throughs. Here’s my top 6 tactics to improve your email clicks for the best:
1. Test your subject lines
As one of the crucial parts of your email you should dedicate time to testing your subject lines. Keep your subject lines actionable; think… is it clear to an outsider? If your subject line is too vague it won’t resonate with your audience.
Remember, what the subject line promises should deliver in the email. You’re looking to improve your overall click through rate (the click-through rate of an offer in the body of your email) so a good rule to stick to is 50 characters or fewer.
2. Mobile optimization
If you’re not optimizing your emails for mobile readers you’re missing out on a huge opportunity for them to click through. In January 2015, Litmus reported that over 53% of emails in 2014 were being opened on mobiles, an increase of 45% since 2011.
Mobile and web apps are slowly replacing desktops so the more you can consider mobile optimization the better. This means introducing shorter subject lines, using a single column template, creating distinct call to actions, and avoiding links on images.
3. Produce less copy
We’re all on the move these days. Emails are constantly being open and read when people are travelling to and from work and predominantly on their mobile phones.
Try and keep your emails short. Capture the highlights and engage your audience instantly.
4. A/B testing
If you don’t experiment with your audience you will never find out what works for them and what doesn’t.
A/B testing should be used in most of your email marketing campaigns to get the most ROI possible. A good example is to create two different emails with different content and subject lines but the same actions. Send one to half of your distribution list and the second email to your other half to test your click throughs for differences.
5. Include social sharing buttons
According to the SocialTimes, adding social sharing buttons to your email messages could increase click-through rates by more than 150%.
This is because we are all connected to networks and every one of us shares similar interests. If an article, offer or message sounds interesting recipients will want to share it with their peers on social media.
If you have some space at the bottom of your email, encourage recipients to share your messages or even better add social sharing buttons.
6. Segmentation
Segmentation is the difference between blasting mixed messages to the whole of your distribution list and mailing targeted, promotional emails to individual groups.
If you segment your audience into different preference groups and other variables you are more likely to attract consumers over a mass mail market.
You can segment your customer into different lists from initial sign up or target them with a survey at a later date. Some segment lists to use could be: gender, age, location, and interests.
If you want to be clever with your marketing a great way to test your ROI is to segment your audience by their customer journey: new sign ups, irregular/regular customers, visitors, or even basket holders.
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