Email marketing is all about converting potential customers and repeat buyers to head to your website and shop. For this reason, we understand it can be frustrating if it feels like you’ve done everything to sell your products in your campaigns, but you’re still falling short of industry-recommended click rates. This frustration only builds if you’re seeing lots of people open your emails, but not take action to click through to your website.
So, how do you remedy this? We’ve placed some of our top tips below:
Optimise your calls to action.
Calls to action tell people to head to your website. So, if they’re not clear enough or enticing enough, what reason do people have to click through? Try split-testing your calls to action to test what resonates most with your market. For example, create one variation of your email that uses SHOP NOW text on your button and another that uses TAKE 20% OFF (or something similar). This may not change the theme or context of your email. But, it can show people skimming that you have something exciting to offer them.
We also recommend using contrasting colours in your emails. This ensures your buttons pop and stand out.
Refine your copy
Not all people will read the copy of your email just as not all people will read this blog front to back. However, we still need to ensure the content of this blog is the same as what we promised in our title. Can you guarantee this is what’s happening in your emails?
So often, businesses use amazing subject lines, such as ‘Something exciting inside’ to influence open rates. But, inside, customers receive an email that’s nothing out of the ordinary, such as information about a product. While this may be exciting to you, it can be misleading, causing customers to exit the email before they’ve visited your site.
It's also important to keep your copy concise. This way, no matter when or where customers are reading your emails, they will get the full picture right away.
Segment your audience
Who are you sending your emails to? It may seem great to send to your entire database, but doing this means unengaged customers will constantly be pulled into your sends, guaranteeing a drop in click rates. We recommend creating segments based on engagement metrics, such as if someone has opened or clicked an email over a set amount of time. Start with 90 days as a baseline and then move up to 180 days if the metrics look positive. Alternatively, move down to 60 or 30 days if the results aren’t delivering as you had hoped.
If you’re already sending to ‘days engaged’ databases, you can also try to segment based on whether someone is a frequent website visitor, a high-value customer or how long it’s been since they last clicked an email. You can also segment your audiences based on their interests. For example, if they’ve viewed a specific product over all time.
Need support with segmenting? Contact us.
The Email By Design Team Can Help Boost Your Click Rates
As experts in email marketing, we can implement strategies to maximise your open rates, click rates and placed order rates. Book a free 15-minute consultation to get started.
