An email list full of leads? Check.
Email marketing software to communicate with leads? Check.
Emails getting opened? Check.
Leads are engaged with your emails and clicking through to the offer? Not so much.
The Email CTR Battle
One of the most frustrating problems that marketers face is that after pouring their blood, sweat, tears (and money) into attracting website traffic and building an email list…very few of the leads actually convert.
Are the leads bad? Probably not.
Is the offer not that great? It’s probably good enough.
So what’s the problem? Why aren’t more leads converting into sales? Why are none of my leads taking action on the emails I send?
Your Emails are Like a Bridge and a Click-Through is a Successful Crossing
A bridge has two sides; points A and B. Both of these points are important, but without a bridge to connect them, you are dead in the water…literally.
With your email marketing, you have your leads on one side of your bridge, and your offer/landing page/sales page on the other side of the bridge. Improving your email click-through rate is how you bring them together successfully.
The path to improving your email CTR is by writing better email copy…period.
It never seems to amaze me how many companies pour thousands upon thousands of dollars each and every month into lead generation, but fall asleep at the wheel when it comes to actually converting those leads into paying customers and more revenue.
Don’t fall into the “more leads” trap when the real solution is improving your email CTR and conversion rate on the leads you are already getting.
8 Tips to Increase Your Email CTR and Skyrocket Conversions
1. Don’t snooze on the subject line
I know this article isn’t about subject lines, but you can’t get a click-through without first getting your email opened.
While email open rate stats are largely irrelevant (how many emails do you open on your smart phone and delete immediately?), If you’re experiencing a low open rate, you need to start there before you worry about your click-through rate.
If you’re struggling with open rates, try using the number + mistakes + something important method. For example, “11 mistakes to avoid when taking your kids to Disney World.”
In this example, I use a number, the avoidance strategy, and tie it in to something people really care about; their kids having a good time at Disney. That’s just an example, but you get the idea.
2. A quick first sentence
Don’t overdo it. The worst thing that you can do in an email is write a long, drawn out first sentence. If your leads cannot immediately comprehend the point of your email right out of the gate, they are not going to read the rest of it.
Don’t try to sound smart. Keep it simple with a straightforward first sentence.
3. Tell stories with open loops
You know that show you can’t stop watching on TV, or that book you just can’t put down? Two words; open loops.
An open loop is essentially the process where you begin to tell an intriguing story, but you then deprive your readers of a conclusion. As a result, the human brain develops a senese of curiosity and begins to wrestle with itself in order to resolve it.
Open loops are an extremely powerful email copywriting tactic, and can increase your email click-through rates substantially if closing the loop means clicking through to your website.
Don’t take my word for it…try it yourself!
4. Use URLs and hyperlinked text
People are weird, and if you use it to your advantage it will boost your email CTR. While some people have no problem clicking hyper-text links, others will prefer the raw or naked URL, and vice versa.
Do you prefer this: Click here to see what problems I can solve for your company
To see a list of the problems we can solve for you go here: http://www.emailmarketingcopywriter.com
Why not give your leads both options? Let them choose their preference and boost your click-through and conversion rates in the process.
5. Tell your leads where to click (duh!)
We say we don’t, but deep down people like to be told what to do; especially when they are unsure. One of the most overlooked problems when companies produce emails is they fail to tell their leads exactly what they want them to do.
Be specific. Be confident. Show them exactly what the next step is.
6. Don’t tell your leads to “learn more”
I’ll say it…the phrase “learn more” flat out sucks and needs to be purged from email copywriting. Learn more is vague terminology that doesn’t let your reader know why he or she is clicking, or what they can expect on the other side.
Instead of saying “click here to learn more”, use something more along the lines of “If you want to learn how to automate your marketing and cut spend by 38% next quarter, click below to download our free resource guide with 3 case studies included: (insert link).
That person knows exactly what they are getting on the other side. Even if your landing page isn’t that great, as long as it matches your lead’s expectations it will convert at a higher rate.
7. Make an offer
You are always making an offer of some sort in your email campaigns. It doesn’t necessarily have to be a sales offer to buy a product on the spot, but there needs to be some sort of purpose in every email that advances the sales process.
The offer could be a consultation, white paper, demo, etc…but it needs to include some type of offer. Don’t send emails out just for the sake of sending emails. Always add value and always make some kind of offer, even if it’s a free one.
After all, the point of email marketing is to nurture leads and keep the sales cycle moving right along. When your leads get used to receiving offers, clicking through to your website, and paying attention to whatever it is you have to say, you are cultivating that relationship and advancing the sale.
8. Use P.S. (not B.S.)
The second most read section of an email after the subject line is the P.S., yet most don’t use it at all.
Obviously this isn’t a tactic you want to use all the time and water down your messaging, but if you have something really important to say, the P.S. is a good place to put it. You can just about guarantee it will be the one part of the email other than the subject line that will actually get read.
For instance, including testimonials, case studies, etc. in the P.S. section of an email can really help increase your click-through rates, so give it a try.
Don’t Feel Like Doing this Yourself?
I get it. You’re busy. You know that writing better emails is very important, but it just keeps getting pushed back.
Sure, maybe you’ll get to it one day, but how much revenue are you losing in the meantime? Do you really have the time to study email copywriting and learn to write effective emails that really nurture leads and convert more of them to buyers?
That’s what I do. To learn more about how I can help you, visit this page which discusses some of the problem I typically help my clients solve. You can also email me directly at firstname.lastname@example.org.