In the time it takes to write this article it’s likely the GrowthMinds email account will ping at least two or three times, with companies keen to let us know about their latest products or pass on their expertise through newsletters.
It’s fair to say GrowthMinds is unlikely to open each and every one of them. We just don’t have time. Indeed recent research by Signupto found an email open rate of 23%, and a measly click-through rate (CTR) of just 3.3%. Their 2016 survey suggests a click-to-open rate of around 15%. The unsubscribe-to-open rate is 2.3%.
The numbers are sobering. They may cause some to wonder whether that nicely-crafted email is worth bothering with. If you’re a glass-half-full kinda marketer, think about the 23% rather than the 77%. Get 1,000 people on your distribution list and you’ve got 230 opening your mail and potentially clicking through to your website. Your e-mail needs to grab them. It needs to be a book they don’t want to put down.
A successful campaign must have a clear goal, and the email must reflect that target whether it be increased traffic to your website or driving sales of a particular product. It’s important to give the recipient a reason to act – perhaps a discount or sale – and essential that you make it easy for them to do so.
With that in mind, here’s 5 hot tips to improving your clicks and CTR.
1 Keep it simple
If the vast majority can’t even be bothered opening emails, please be kind to the ‘openers’ by succinctly explaining why you’re troubling them. If it’s a sale, tell them what’s up for grabs and when. If it’s a new product, show an image and describe it in a couple of sentences to entice them to find out more. Should it be a newsletter covering complex issues, use a clear headline and outline the main points so that it can be digested in a few seconds. Don’t make people work too hard.
MailChimp recommends using a single column layout if you want your readers to perform a specific action. Multi-column layouts suit emails that have a lot of content to share. These could be email newsletters or product emails that discuss lots of features.
2 Follow the F Pattern
Have you ever heard of the F Pattern? Research by Nielsen Norman Group confirmed that readers will diligently read the start of a block of text, and increasingly scan as they continue. Their reading pattern follows an ‘F’ shape. Hide an important piece of information or link on line No.12 and you are forcing the 23% who open emails to work hard to discover why they should click through.
People don’t read text in a word-by-word manner, so front-load with links, information and CTAs in the first two paragraphs. The F Pattern also confirms the importance of sub-headers as readers will still pick out those major words on the left-hand side of the text.
3 Use links and buttons
People need to know where to go. If the garage sale leaflet that comes through the door doesn’t give an address, it’s not going to do well. Your email needs to point people to the garage sale that is your website.
Add CTA buttons, such as ‘Buy now’ at the right of the text. This follows the long-established Gutenberg pattern that suggests people read and digest information from the left and are ready and informed enough to act when they reach the right. Buttons should be prominent through position or colour. If you notice a difference, look for more opportunities to add them to upcoming emails.
Within blocks of text, feature a link to your site prominently near the top of the email, don’t hide it away. There’s no law that says you can only use it once, so repeat the link further down the email so that skim-readers are more likely to pick it out as they rush through.
4 Add a video
Differentiate your mail from the wordy excesses of others by adding a video. If recipients are clicking away from work for a few moments, help them out with a little visual distraction rather than 1,000 words of text. You might be surprised at engagement levels if information is presented in a new format.
5 Make it personal
You can further target your list and the content in your email by including elements of personalisation. Part of effective lead nurturing is knowing about your prospects’ and customers’ purchase history, download history, satisfaction score, and website activity. This will allow you to provide the most relevant offers that will receive more click-throughs due to the targeted nature of your email.
The GrowthMinds email account has just pinged again, so it’s time to go. If you’d like to know more about the services we offer, including fabulous, targeted email campaign strategies, drop us a message. We promise we won’t ignore it!