Email Newsletters: Improving Opens, Click-Throughs, and Conversions - Improving the Click Through Rates
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Having your subscribers open their email newsletter is only one part of the equation. Getting the recipient to read the articles, consider your special offers, and click on the link to your website is another matter entirely. With some care and attention, a higher percentage of your subscribers will click through to the landing page than ever before.
When your email newsletter is opened, be sure the issue’s highlights appear above the fold. In other words, the most important information about the main articles and the special offers must be seen on the computer screen without any downward scrolling required.
Many of your readers simply will not scroll the page. Due to their many time restraints, they want to read the important parts in the form of secondary headlines, immediately. If they have to scroll, they will abandon or delete the newsletter completely. If the headlines for the articles and the offers are enticing enough, even the most time pressed recipients will read them. To ensure that they continue to read your newsletter with each new edition, make absolutely certain it’s worth their while.
A newsletter consisting only of sales copy will not gain many click-throughs. At least 80% of the newsletter must consist of useful information on the topic. With helpful copy, the reader will scroll downward to read it. At that time, sales offers can be judiciously introduced.
Write the special offer in a must buy now format. Use limited time offers, and provide special bonuses if the reader acts now. Place an easy to understand call to action right in the copy and a clickable link. That special offer and link can placed in one or two other places further down the page to capture those who need more information. Make it easy to click through to your site.
Be sure to test the clicks of each link. Separate landing pages on the website for each live link in the newsletter will provide that very useful information. Special coding for each of the links, recordable in visitor logs, will also work well and may gain more advantage than separate landing pages. Try both approaches, and test for the most effective technique best suited for your mailing list members.
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