Email marketing is a challenge. Everyone’s Inbox is stuffed. How many emails do you open? Most are deleted unread, right? Or they’re ignored. We’re all too busy.
Nevertheless, email marketing is effective. Even without a click, you’re building awareness of your company, and what you do. That bears fruit later on. MailChimp posted some stats on email marketing campaigns by industry. How do your stats measure up?
Whatever your stats are, let’s look at how you can get more clicks.
1. Keep Messages Short
One company (they’re not a client, but I wish they were, they know what they’re doing) sends email messages five times a day. Ridiculous, right? Well, no. I’m on their list, and although I delete their messages 90 per cent of the time, I do click through. So do others, because the company’s doing great. As far as I know, email is this company’s primary marketing tool. They’re not shy of mailing their lists.
Here’s the point: if you have something to send, send it. If you’re thinking “I can’t send email too often, people will unsubscribe!” They may do, and if they do, what have you lost? On the other hand, if you restrict the number of mailings, you’re losing sales.
Keep your messages short, and send more of them.
2. Encourage Social Sharing
According to GetResponse, their study, “Email Marketing and Social Media Integration Report”, revealed:
“… that email messages that included a social sharing option generated 30 percent higher click-through-rates (CTRs) than emails without a social sharing option, and messages with three or more sharing options generated 55 percent higher CTRs. Emails with a Twitter sharing option returned over 40 percent higher CTRs than messages without any social media links, indicating the benefits of sharing may be vastly underestimated.”
Who knew? I’m implementing social sharing in my own mailings, and mailings I create for clients. It’s a super-simple way to increase clicks.
3. Target: Create Email Lists for Each Stage of the Buying Cycle
Big companies do this. Smaller companies don’t. If they send emails, they tend to send out a mailing once in a blue moon, which gets the results you’d expect.
You need to target your emails to each stage of the buying cycle.
Your content creates awareness of your company: that’s the first stage of the buying cycle. Depending on your industry, this stage may be short, or it may be uncertain, or it may be on-going, as it is for companies like Coca-Cola.
In some industries the buying cycle is long. Whatever the cycle is in your industry, building awareness is vital. However, your email mailing for prospects who are becoming aware of you can’t be the same as your email marketing to people who’ve purchased from you.
4. Cut the Clutter: Put Your Offer at the Beginning of the Message
I use Mailbox as my email client; it offers a large preview. Some email clients preview the first few lines. If your email message includes a huge header, you’re wasting valuable space. Put your offer right at the beginning of the message, where it will do you good.
5. Build Urgency Into Your Calls to Action
Urgency increases sales if you’re sending to targeted recipients. Calls to action like: “Three days only”, and “first 100 customers” build urgency, and urgency works.
You won’t always use urgency, but use it often. It gets results.
A Bonus Tip: Remember Mobile
Marketing Land reports that 66% per cent of email opens are on mobile.
When someone opens your emails on an itty bitty screen, can they read your message and take action?
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