So you now have a list with a lot of people reading your emails, but unfortunately your clickthrough rates are still a bit low, with nobody clicking through to your content. This is only a slight improvement on what you had previously, but in reality if you’re not getting clicks, you’re not getting conversions.
Although the basics such as a well maintained list is important, there are some other factors you need to consider to improve clickthroughs.
Write Enticing Copy
Probably the best thing you can do is work on your copy, think about your newsletter and how to improve clickthroughs. You need to entice readers to click on your links. Think about writing enough to get your readers enticed, but don’t give away the entire article. Of course how much you give away will come apparent by testing.
Funnel Your Clickthroughs Through 1 or 2 Buttons
Not all newsletter items are created equal, as such you may have ones which you really want your readers to read: maybe they lead to a purchase, or a survey, or even just a really good blog post. You’d want to drive your visitors to these. Rather than have a “Read More” link at the bottom, why not include a button? Something big in a colour that stands out with a call to action you can click on easily. Eyes will be driven to it, and users could click. Don’t include them at the bottom of every post, but little and often can help increase clickthroughs, and especially increase clickthroughs to where you want people to go.
Use Imagery Sparingly
Here’s the thing: Images aren’t always the best thing for emails. Many email providers block images by default, and also emails viewed over slower connections will take longer to load, which means lower clickthroughs. For most emails, I wouldn’t bother too much with images, as they can affect clickthrough rates, particularly when paired with the above. The only way I’d recommend using images is if you are writing an email that has strong photography, such as food or travel. If you do so, make sure the image links to where your button goes, that way if users respond to the image, they go straight where they need to go, rather than searching for a button.
These are my tips for improving clickthrough rates in emails. What are yours? Please leave them below in the comments!
Categories: Email Marketing Tips