Do you ever wonder why your email campaigns do not generate more leads? You may receive a high number of opens, but you may notice that your subscribers do not click on your content.
This gap between opens and clicks is quite common, and the culprits for this discrepancy may surprise you. Featured below are some tips and tricks on how to increase your click-through rate (CTR) and, ultimately, your profit.
What is a good click-through rate?
Before you review your campaigns, let us explore proper benchmarks around CTRs. Depending upon your industry, you can expect CTRs of 1 percent or higher.
Industry data provides a solid foundation for establishing a baseline. However, your email service provider can help you identify your typical average (calculated by dividing the total number of unique clicks into the number of people who received the email). Once you have reviewed this percentage, set a quantifiable goal that you can continue to expand when needed.
How to increase email click-through rates
1. Optimize your emails
One way to increase clicks is to make the links as easy as possible to access. Here are 3 important areas to address:
- Create scannable content – When is the last time you read a long email? In today’s fast-paced culture, readers gravitate towards short, digestible content. If you have a lot of content that you want to send, split it up into sections with subheadings and graphics. This format allows readers to skim your email quickly for points that interests them.
- Use text and graphics – Some email marketers build gorgeous emails that feature decision-making information in image format only (like a product with a clever description or sale price). Some email programs still block images, which means that readers may miss your engaging content entirely.
- Send responsive emails – If your emails do not automatically adjust to desktop, tablet, or smart phone screens, mobile users will abandon your email immediately.
2. Pay attention to your unsubscribe rate
There is a delicate balance between reminding people about your business and overwhelming them with your brand. Luckily, metrics can provide insight into how to leverage frequency effectively.
Many email service providers display the number of people who unsubscribed during a specific email campaign. Review all of your emails to determine your average number of unsubscribes. If your number spiked during any particular season, day, or time, review that set of emails to identify what may have caused the increase. If a message or approach caused the surge, avoid that tactic in the future.
3. Use a call-to-action wisely
A strategic call-to-action (CTA) harnesses the power to maximize your clicks. For the best results, consider these 2 tips:
- Give your audience one CTA – Emails act as quick sources of information. If you feature one request (like learn more), readers will be much more likely to interact with you. Multiple requests, on the other hand, can actually create confusion and abandonment.
- Feature your one CTA multiple times – Many email marketers include their CTA once in a button at the bottom of an email. Consider weaving the CTA into your text and featuring it in a button. Different areas resonate with readers, and this tactic could increase your chances of securing more clicks.
Solid email marketing strategies are essential to driving more clicks. With just a few strategic tweaks, you will position your message much more effectively, resulting in more leads and sales.
Ready to increase your email leads even more? Contact us today to get started.