Earning a click-thru on a marketing email is a badge of honor. It ranks higher than an email open and is a measure of an engineer’s engagement with your content and your skills as a marketer.
With upcoming changes Apple will be implementing to protect user privacy (see companion article), clicks will take on even more significance as an email marketing metric. Here are ten tips for increasing click-thru rates on marketing emails.
1. Place buttons “above the fold”
“Above the fold” is a newspaper term referring to the top half of the paper. In an email, it refers to the area a user can see without having to scroll. Make sure the first appearance of your call-to-action (CTA) button is visible without scrolling, making it possible for a quick decision to click.
2. Use both buttons and text for links
Buttons in bright colors are attention-grabbing and might attract clicks, but text links within copy are just as important for users who block images or like to read the copy. Sprinkle both buttons and text links in strategic places throughout the email.
3. Use action verbs on buttons and text links
Make it easy for your email recipient to understand what to do and what they will get if they click. Action verbs get the job done. Words like Download, Read, Register, Watch, Get, Listen, Calculate, Compare and other action verbs are perfect for enticing clicks.
4. Offer different types of content
Notice some of the action verbs in the tip above: read, watch, listen. Each of these words promises a different type of content. Many engineers prefer to read the content. A growing percentage are watching videos. Podcasts offer another option for delivering content. Not every email has to contain all content types, but try out different formats and track your metrics to see what is popular.
5. Main offer, secondary offer
Each email should have one specific purpose with a CTA you are using to entice your audience to click. This main offer should be front and center to command the attention of your audience. However, it is also effective to add secondary content and click opportunities to your email. An engineer who does not find your main offer attractive might notice and click on a secondary offer.
6. Create a sense of urgency
Offers that are good for only a limited time or limited to a certain number of people such as event registrations that are closing soon or even “breaking news” are all ways to instill a sense of urgency in your audience and possibly increase clicks. However, do not deceptively use this tactic. If a discount on an event registration always applies, do not say it expires in two days.
7. Use responsive email templates
More than half of all emails are opened and read on mobile devices. For this reason, you need responsive email templates that render the content in an easy-to-read format on any device, whether the recipient is using a desktop, tablet or phone. An email that is too small to read on a cellphone or requires horizontal scrolling will likely be ignored. You will not get many clicks that way.
8. Use A/B testing
A/B testing is simple: divide your list (or a part of your list) in two and test two different versions of an email to see which one gets more clicks. Create your first email, then change only one aspect of it to create a second version. It might be your button placement, offer, headline, or another variable. You should only test one thing at a time in order to understand the results from that one change. If you have multiple changes you’d like to test, then you can perform more than one A/B test.
9. Segment and personalize
If you only have one product, one message, and one customer type, then you can ignore this tip and send everyone the same email. But it is more likely you have different types of customers who have different interests. The more you can segment your list and personalize content for them (even ‘Dear Dave’ is helpful personalization), the more likely you are to get clicks.
10. Be relevant
We would not be the Maven if we did not harp on relevancy. This is the most important tip of them all. The more you are tuned into your customers’ wants and needs—and address them with targeted content in your marketing emails—the more they will pay attention and the more clicks you can earn.