When looking through your reports in your email service provider, it is hard to know what numbers to focus on. An open rate is the percentage of people that open your email while a click through rate is the percentage of people that click on the links in your email. Many people focus on the high open rates but in doing so miss other opportunities to engage with the customers. One key opportunity is getting readers to engage with your website on a consistent basis. Below are three things you can do to get better results.
1) Include links in your email – It is important that you do not put the entire article in your email campaign. For example, if you are included a blog that you have written, then write a brief summary and include a link to the rest of the article. Links are how you tell what is engaging your audience. When a person clicks on a specific link it tells you they are interested in what they clicked on. It also helps you create more content based on what your audience is interested in.
2) Be concise – With your goal in mind, stay focused and do not ramble on or add information that is not relevant to your goal. For example, if you are sending an campaign letting your email list know about an upcoming sale, then emphasize the sale so your readers can quickly scan the email and learn about the sale. Do not include information about other products or services you have for sale. Doing this can add confusion to your reader.
3) Try using video – Video is a great way to engage with your audience and is very economical. Video often time increases your engagement with your audience because visual engagement is more effective than written. Video can be used to sharing your content in a different format. For example, you can use video to do “How-to’s” instead of creating lengthy written tutorials.
4) Include Buttons – Instead of including links, try creating buttons. Buttons are great as they draw attention to what are asking your audience to do. It is also best to include the button in more than one place. Give your audience multiple opportunities in your campaign to take action. For example, if you want them to sign up for an event include a sign up link at the top, middle and bottom of your email.
Diver deeper into improving the response to your email marketing with these courses:
- 10 Keys to Achieving Your Goals with Email Marketing
- Constant Contact Email Marketing Guided Tour
- 12 subject line tips to improve your open rate
Schedule a complimentary consultation today to see how we can help you with your email campaigns.
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