You have an email strategy that you use to start an email campaign. Great. But obviously it's important to get people to open those emails. In addition to that, it's really important to get people to take action on what you want them to do in those emails.
There are a number of people who open your email but how many of them are actually going to click on the links that you include in there? Here are three tips to help you increase the click-through rates.
#1 Have a single CTA in your email
This may be hard for you because you like to link stuff to your emails. There are some cases where it’s okay to do that such as in a digest where you're sharing a bunch of different things that you're linking out to. But for promotional emails and especially the ones where you really want people to do things in particular, just have one particular call to action.
This reduces the number of actions a person can take. Therefore, when you create an email, you should always consider what's the one thing I want a person to do when they open this email?
It may be a link to a blog post or a podcast episode. It may be a link to a promotional page or a link to a one-click register for a webinar. Whatever it may be, it's going be easier for a person to do if there's just a single thing. We can call this a squeeze email. You may have heard of something called a squeeze page before. It is a single webpage with just one action for the visitor to make. Treat your email the same way.
#2 Have multiple instances of that one CTA
Even though you're only linking to one action, it is highly recommended that throughout the email, especially if it's quite long, you have multiple instances where a person can actually click-through.
If you have an introductory paragraph to hook people in, have a call to action after it. Explain about your offer a bit more, followed by some social proof in the form of a case study or a testimonial and then link to your Call to Action again in a slightly different way. Similarly, use it in multiple instances throughout your email. This is very important for longer emails. Your reader might feel convinced at any point and might want to consider purchasing your product. You will see marketers use a CTA 3-4 times in an email. That is not only good but also highly-recommended.
#3 Link in different kinds of way
Third and finally, on the next email that you send out when you have multiple instances for your CTA, link in different kinds of ways. Perhaps you can have an in-line or in-paragraph link that's just naturally and organically mentioned as a hyperlink to your CTA. Include a link that is on its own line. Use a button or bold and prominent text for that. This makes them very clear and because they're very clear, it's very obvious what you want a person to do. Use ‘Click on the Link Below’ to whatever it is that you want them to do. This is very important because as marketers you know that sometimes you literally have to tell people what and how to do it.
That way you can avoid the fat thumb syndrome.
At other times, you may want to include an image, that is a button for example, which people can click on too. This is how you give them a plethora of options all throughout your email to respond to your CTA. Before you move on to work on these strategies here is a little bonus tip.
Use a CTA in your email’s PS.
Yes! This is very common, especially in the internet marketing industry, because it works. Have a link after your email signature. Give them a reason to consider clicking-through once again. Entice them with another offer. Something like a 30-Day Money-Back Guarantee so they feel secure accepting your offer. This is sort of a final cherry on the top.
So these were the three tips to help you increase the click-through rates or the CTR in the emails that you send out. Let us know how you make them work for you.