Email marketing is all about getting potential and repeat customers to head to your website and shop. So it's frustrating when it feels like you've done everything to sell your products, yet you're still falling short of industry-recommended click rates. That frustration only builds when you see plenty of people opening your emails, but not taking the next step to click through.
That gap between opens and clicks is where the work is. So how do you close it? Here are our top tips.
Optimise your calls to action
High opens but low clicks? Your calls to action might not be clear or enticing enough. A CTA's whole job is to send people to your website, so if it isn't compelling, what reason have they got to click? Split-test your CTAs to see what resonates. Same email, same offer, just a different button:
It doesn't change the theme of your email, just how hard the button works to earn the click.
Use contrasting colours too, so your buttons genuinely pop and don't blend into the design around them.
Refine your copy
Not everyone reads every word of your email, just as not everyone reads a blog front to back. But the content still has to deliver what the title promised. Can you guarantee your emails do the same? Businesses often use a great subject line like "Something exciting inside," then the inside is nothing out of the ordinary:
Just a standard product update. Exciting to you, misleading to them. They exit before they click.
The inside actually delivers on the tease. Trust holds, and the click follows.
Keep it concise, too. However and wherever customers read your email, they should get the full picture right away.
Segment your audience
Who are you actually sending to? Blasting your whole database sounds great, but it constantly pulls unengaged contacts into your sends, which guarantees a drop in click rate. Segment on engagement instead, and start with a 90-day baseline, then adjust:
tightest
tighten
start here
widen
Already sending to 'days engaged' segments? You can layer in other angles too:
The more relevant the send, the more likely that open turns into a click.
An open is a customer showing up. A click is a customer choosing to go further. Give them the reason.
Let's turn those opens into clicks.
As email marketing experts, we can put strategies in place to maximise your open rates, click rates and placed-order rates. Book a free consultation to get started.
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