Email marketing is one of the top ways to reach your target audience. Using email in combination with your website is a strategy that's hard to beat.
But you have to do more than just send a single email. You need to use the right design, language, imagery and do a little testing to get the most out of your campaigns.
A report by eMarketer, showed that email was the most effective digital marketing channel for customer retention, and MarketingSherpa reports that 86 percent of consumers want to get promotional emails. (So there's a good chance yours will be viewed.)
Getting seen is the first hurdle. Next, you need an email that demands clicks. The click-through rate (CTR) is the percentage of subscribers that actually click a specific link in your email. Industry averages vary, but most emails garner a click-through rate between 2 and 4 percent.
Here are five things you can do to boost your email CTR.
Pay Attention to the Design
When it comes to email, there's an almost “magic" design formula.
- Header with your logo or name
- One large image that conveys your message
- A big headline with something for users to do
- Short message emphasizing that action
- Call-to-action button
Try it now: Weebly Promote's drag & drop editor lets you create your own version of this design formula for every email. For maximizing click-through rate, make sure to link every image in your email back to your website, such as the logo to your homepage and the main image to the same location as your call-to-action button.
Stand Out with Bold Imagery
The first thing users will see when they open your email (or in preview mode) is the image. It should be fairly large, but small enough that the headline is viewable without scrolling on desktop devices.
Use high quality images that relate to your products and match the messaging from your website. The Nouveau Blvck fashion blog uses the main author image from it's blog sidebar to lead a content-rich newsletter.
Try it now: Adding an image to your email is easy and you have plenty of options to customize placement and design in the email layout. When first starting, try using the same images from your website in your emails. It's easy to implement and ensures brand consistency.
Use Simple Language
Every email should present a clear goal that relates to a clickable action. Make sure to plainly tell users where to click and what will happen.
It's OK to use “CLICK HERE." In fact, you'll be pleasantly surprised by how this simple copy change can increase clicks. If you provide straightforward instructions, users are more likely to perform the requested behavior.
Try it now: When first getting started with Weebly Promote, choose a category for your new email. Each category will provide template choices as a guideline to get started (or you can build from scratch). Each template comes with pre-designed button CTAs and designed with targeted messages in mind.
Experiment with Tests
Testing and tracking may be the two most important features of any email campaign. Testing will help you double check important elements, like subject lines and the type of device used for viewing. (We've got you covered there since every Weebly Promote email is designed to look perfect on any screen size.)
After testing, you'll want to track the results of each campaign. Instant tracking lets you see how many people opened and clicked your email so you can make data-driven decisions and continue to improve your email strategy.
Try it now: Create an email and send a test from Weebly Promote so you can view the campaign (and correct any mistakes before sending to customers). After you actually start sending the email, return to the dashboard and look at the results. Pay particular attention to the open and click-through rates. Are users opening your email? (If not, take a hard look at the subject line.) Are they clicking your links? (Remember to use buttons with simple instructions and link all images.)
Personalization is a must-have tool in your email marketing kit. Users want messages that are directed to them and for them. It shows you care and will help drive conversions, boost open rates and encourage customer loyalty. Personalization improves click-through rate, especially when the recipients name is used in email text in a natural and engaging way.
Try it now: Use merge tags to insert personal information into your email campaign. With one click, merge tags will pull information from contacts so that every email greets a user with his or her name or email. You can use this function to add a users name in the body content as a greeting or at the top as a headline.
You already have the tools to start working on your email click-through rate right in your Dashboard (plus, your first two emails are free). Give these five tips a try and let us know how your email campaigns improve.