How to Increase Your Click-Thru Rate
Getting your email marketing recipients to open your emails
is one thing, getting them to read and click-thru is a bit
trickier. After you have achieved success with your open
rate, it is time to focus on writing the kind of emails
that actually get people to buy your products. The key is
to match the content of your newsletter to the interests
of your target demographic, if you aren't speaking your
audience's language, you aren't going to be successful with
your marketing.
Writing for a newsletter is a different type of writing
from writing on your website. Instead of exposition, you
want to get to your point early. Instead of long lists of
features, you should focus on your best selling points.
The whole idea of a newsletter is to get to the point quickly,
get the person interested, and then to link them to the
more in-depth content. You want your articles to be short,
punchy, and compelling, know why you are writing, and put
your best material at the top.
You should mix in your advertising links to your content.
Include links to follow up articles after a brief article.
If you are talking about product features, include a link
to a more features link. If you are using an HTML template
that allows you to have a sidebar, include links in your
email's side bar that direct users to products, that way
if someone is immediately interested in buying, they can
quickly find the buy now link. You want to saturate your
newsletter with links, but only if the links exist in the
context of actual content. You can experiment with link
placement, your readers will respond differently each time,
so keep track of how well different strategies work. The
text of your links is also quite important, invite the user
to click, and provide a context for what they are clicking
on. You can also try linking images, this works well, but
requires your emails to be HTML.
Writing email copy doesn't have to be boring, it can be
fun to write, because it is a somewhat informal format for
advertising. Stay professional, but keep your writing light
in tone. Offer special deals in your newsletter, advertise
sales, focus on things that are very appealing, like saving
money or getting access to extra features. Advertise great
deals, but don't put anything inaccurate or misleading into
the advertising, because bad business practices travel quickly
on the internet, meaning you will be shooting yourself in
the foot.
In the end, the details of what makes your ads good will
vary between your audiences. You have to stay aware of the
system that works well with your audience, and stick to
it. Don't be afraid to experiment, email marketing only
costs your time, so it is worth mixing things up from week
to week in order to study how different tactics help your
campaigns.
