Email Newsletters: Improving Opens, Click-Throughs, and Conversions
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Most email newsletter editors face the same problems at one time or another. In fact, the difficulties with the newsletter usually fall into one of three general and equally important categories: not enough subscribers open the email from their inbox, too few who do open the newsletter click through to the website itself, and the resulting number of website visitors who become buyers of the advertised products and services is disappointing.
If any of these problems sound familiar, you are not alone. In fact, you are in very good company. Even the large subscriber base newsletters suffer from the same roadblocks as yours.
The good news is there are many low cost and highly effective methods to improve in all three areas. In fact, even an improvement in only one area will see a noticeable increase in overall profits. Of course, there is no need to stop at making things better in only one area of your newsletter campaign, when there are proven techniques to help in all of them.
The number of subscribers who actually open and read the newsletter instead of deleting it or dismissing it as spam can be increased. Simply having a person open your message in the first place will result in more sales now and in the future. Getting past the gatekeepers in your recipients’ email programs -- and their delete buttons -- will pay off in increased sales for your online business.
Increasing the level of click-throughs to your website’s landing page will ramp up your sales levels very nicely. As more subscribers read your sales message and find the value in your online offers, your sales volumes will improve dramatically.
Half the battle is getting the person to click from their newsletter to your website. An offer has to be very enticing to get their mouse clicked over to your landing page and abandon the rest of their email. A properly set up newsletter can do just that for your online customers.
Once the email recipient clicks the mouse and lands at your site there must be well written sales copy, a direct call to action, and ease and security of purchase. Develop instant trust in you and your site -- along with interest in an offer that they can’t refuse -- and your newsletter’s landing page can be one of the major cash cows of your website. Don’t treat this interior page as trivial. Your sales volume can be elevated immensely by treating it well.
Be certain to test all changes to every aspect of the email newsletter. Leave nothing to chance, as the only way you can be sure which changes were helpful, harmful, or simply neutral, is to examine your records very carefully. Let the numbers be your guide -- and the numbers in your bank account will grow as a result.
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