Martin Walker

5 email quick wins to boost your click-through-rates

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Increase your email click-through-rate

A staggering 838 billion marketing emails were sent last year. In the UK, email marketing volumes hit a record high in the first half of 2012 with 3 billion marketing emails sent each month. With email marketing maintaining popularity, the ability to grab peoples’ attention as they scan their inboxes is becoming an increasing challenge for marketers, but the companies who rise to challenge will reap the rewards. In this post I outline five email quick wins to set you on the path to email marketing success.

1. Good data
Good data is the basis of a successful email marketing campaign. People will generally only read an email if it’s relevant or personalised to them. If you don’t have an email database and need to buy in external data, be mindful that ‘cold’ data – people who haven’t specifically agreed to receive information from your company – will not be as responsive.

As your email marketing evolves, good data housekeeping is required to manage your database and ensure that all duplicate records are removed. It’s also advisable to suppress anyone who hasn’t engaged with your campaigns for the last 12 months. HubSpot’s data shows that this can increase deliverability from 3 to 5%.

2. Relevant emails
When email marketing was in its infancy, companies sent one generic email to their entire database – disregarding individual’s purchasing history. As email marketing has evolved, the emphasis has moved away from this ‘batch and blast’ approach and progressed to email personalisation. Segmenting your database in line with your contacts’ interests, preferences and behaviour will ensure that your email campaigns are relevant to them, leading to a higher click through rate.

3. Design
The main aim of an email is to get the recipient to click through to your website for further engagement. The design therefore needs to enhance the content and not distract from the core message; likewise too much copy will be quickly ignored and confuse the reader as to what you’re trying to communicate. Provide a clear call to action in the top third of the email, so that people have the option to quickly click through to the landing page, with the remaining two thirds left to explain the offering further.

4. Subject line
Quite often little thought is given to the email subject line compared with the time spent on writing copy and design, yet this is the first thing that recipients see. Spending time crafting a short and concise subject line will tempt the reader to open the email. Research conducted by MailChimp analysed over 200 millions emails and found that subject lines shouldn’t exceed 50 characters. The research found that the words: ‘help’, ‘percent off’ and ‘reminder’ negatively affect your email performance while including ‘free’ in the subject should be avoided as they trigger spam filters. Split testing email subject lines can be a great way to test what resonates most with your audience.

5. Mobile optimisation
According to Knotice, 41% of all emails are opened on either a smartphone or tablet device. If your email is not optimised for mobile devices, recipients could delete the email before they even read the content. It won’t be long until mobile optimisation is turned on its head, with emails being designed specifically for mobile viewing and optimised for desktop usage.

 

These five quick wins outlined above will hopefully provide a good starting point from which to begin your email marketing strategy. There’s a vast amount of research and analysis on email marketing to further refine your campaigns, but sticking to the basics of maintaining a good database, keeping the emails relevant to recipient, and using effective design will increase your overall conversion rate.

Contact Torpedo to find out how we can increase email click through rates, and improve the overall success of your email marketing.

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