How to Increase Click Through Rates in Email
Engagement. Engagement. Engagement.
When it comes to email marketing today, that’s the name of the game.
And one of the most popular measures of engagement is the click through rate of your email campaigns.
This rate represents the people who are not only opening your emails but actually clicking on at least one link.
In other words, these people are considered your most engaged subscribers. They like what you’re offering them and are happy to click and find out more.
Chasing increased click through rates
This is why engagement, and not the overall size of your email list matters. Because let’s face it — if you’ve got a huge list and no one is opening or clicking your emails, then you’ve got a problem.
If this sounds like you, don’t worry you’re not alone. According to a recent study, 67% of marketers surveyed cited increasing engagement as a primary objective when it comes to their email marketing campaigns.
The same study also found that increasing engagement was one of email marketers biggest challenges too.
How to get better engagement
Ok so you know both increasing engagement and click-through rates must be a focus of your overall email strategy. The bigger question is how to do it.
We’ve got a few ideas.
What’s one way to get more attention?
Stand out from the pack.
Take a look at your inbox. How many emails do you get on average each day? The answer is probably dozens.
Now, how many (excluding emails around work and family or friends) do you actually open?
The number is likely substantially smaller. Most of the time, you’re probably doing a mass delete or archive and kissing all those emails you don’t want even open, never mind click through, goodbye.
One way to fix that is through interactive content.
Interactive emails attract attention right from the start. These emails are well designed, speak directly to the interests of readers, and tap into psychology to get people to click.
Here’s an example:
An email like this screams “click me.”
First, it’s having fun, who doesn’t love Legos? And we’re assuming if you’re already on the Legoland email list, you’re going to be very interested in park passes.
Rather than highlight it in a conventional way, this email asks readers to actively engage, you have to click and slide to see what the annual pass offer is.
And because the answer is hidden, it’s really hard to ignore that tickle of curiosity that’s exciting your brain. You don’t want to miss out.
This one is really simple. You want people to click more often, well give them more options to click.
Don’t hide your only call to action link at the bottom of your email, the fact of the matter is people might not scroll that far.
Instead, sprinkle options throughout. That doesn’t mean to go crazy and add 100 links, but having 2-3 ways to click versus relying on one link can increase your rates.
You should also switch up the look of your links too, especially if you’re not using an interactive design.
For example, you can use a text link at the top of your email, a clickable image in the middle, and a big bold button at the bottom. That leaves your readers a way to click no matter where they are in their scrolling.
Send event driven emails
A weekly newsletter is a common email marketing technique, but it’s certainly not the only way to reach your audience.
There are many different types of campaigns you can (and should) be sending to your readers — everything from the welcome email to the hey this item is out of stock email.
One area to look at is event driven or triggered emails. They are activated around a particular behavior or action your subscribers or customers have taken and can be automated too.
Take a look at this example:
Here, Adidas gets a little cheeky with their abandoned cart email.
It shows the reader a nice image of the exact shoe left in the cart and then gives the option to hop right back into the cart and buy or revamp the design choices a little bit.
An email like this is going to attract stragglers and help increase not only clicks but sales too.
Other types of these triggered emails include happy birthday or anniversary emails, cross sell or promotional emails, shipping notifications, and loyalty reward programs.
And studies have shown a direct correlation between triggered emails and increased revenue growth.
Couple these sorts of emails with interactive content and you’re going to hit on a real winning combination.
Focus on engagement
At the end of the day, a priority for your email marketing team has to be increasing engagement and click through rates.
We’ve shown you just three examples of how you can start focusing on making your emails more specific and enticing to your readers so they can’t wait to click and find out what happens next.