How to increase your email click-through rates

2 11 2009

In the world of emails, there are 2 critical stats – Open rates and click through rates. These are probably the most important factors to your e-marketing campaign.

In a previous post, I told you how to optimize your open rates. In this post, I will tell you how to optimize your click-through rates. Read on!

The first thing is the layout of the email. You’ve got over half of the readers to open your email, now what? You need to have a nicely laid out body, not too many images, not too much text. Just the right balance.

There are many ways to improve your click-through rates (CTR). The first one I’m going to tell you about is a simple one; be friendly. As I have said in countless previous posts, you need to be friendly with your readers. People are a lot more likely to click the links you want them to if you are being more personal than business-orientated.

Try playing with different call to actions; the A B test. Split the email you are going to send to your list into 2, so you have 2 emails exactly the same. Now you alter the call to actions in one email, and leave the other how it was. Then send each email to half of your list, and monitor the results.

Personally, I believe that a basic link, as in blue underlined text, has the best click-through rate. If you use a picture as a link, make sure you explicitly tell your readers that said picture is a link.

At the end of your email, in the signature box, add all the links you want the reader to click, eg. LinkedIn, Facebook, Website or your Twitter. These will not be clicked as much as links in the body of your email, but will still receive a fair few clicks.

The last thing I am going to say to you today is try these methods, personalise them to work for you, and then monitor them. There are many other ways to improve both Open Rates and CTR, and I will be writing more posts outlining these, so keep checking for updates!

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