Once you've grabbed your subscribers' attention and they're opening your marketing emails, you need to do everything you can to convince viewers to click on links, consume content and click on calls to action.
Click-through rates generally vary from 5-20%, on average, depending on the industry. They tend to be between 5-10% less than open rates. For your calls to action to be effective, your content needs to be engaging, relevant and must build upon the subject line and give the customer a reason to convert.
We've outlined 5 easy ways to increase email marketing click-through rates:
1) Deliver engaging and snackable content
Getting your subscribers hooked with new and interesting content is key. This helps customer retention, by keeping them engaged and encouraging them to interact your content. A good way of doing this is by creating snackable content. You don't want to give away the whole story in the email body. Offering snippets with "read more"-style links can drive click throughs and traffic to your website and landing pages. In order to ensure content is relevant, consider segmentation and grouping (as covered in our previous blog on increasing email marketing open rates).
Very rarely does an email apply to your entire mailing list, so use targeted emails as well as regular newsletter-style content, to give the right customers the right content. For some great examples of snackable content, check out our blog on creating click-worthy email subject lines and snackable content.
Meantime Brewing Company are very good at creating snackable content in there emails. Their templates contain visually appealing images, clear sub-headers and CTAs (aided by snapshots of copy) and a variety of content for subscribers to consume, such as video, blogs and competitions. Their social buttons are made prominent too. See example below:
2) Optimise calls to action (CTAs) to drive conversions
CTA buttons, such as "shop now" or "read more", work well, but how do we optimise these calls to action to achieve high click-through rates? It is a tough question and often relies on trial and error testing, but here are some key things to consider when optimising CTAs:
Glance. Click. Complete. CTAs are about taking your customers from browsing mode, to clicking and buying mode. They should be presented with something short and actionable to entice a click, with clear choices to be made and destinations to drive them to.
Putting key CTAs above the fold in the email is one of the most important tips that leads to a higher percentage of clicks. Most of your subscribers will not read the entirety of your emails, so grab their attention for click throughs whilst you have them engaged. In order to reach your conversion goals, it is worth looking into eye-tracking and heat map technology and research, which helps. These lessons on eye-tracking in email marketing from Campaign Monitor is helpful for considering placement in email templates.
The colour, size and simplicity of your CTA buttons all influence decision-making for customers and click-through rates. Ensure your CTAs stand out from your email templates, whilst still fitting in with the overall design of the email. In terms of size, you generally want to make them large enough to be seen but not too brash and aggressive. Word count will affect size of button, so remember to keep your text short but actionable.
As mentioned, actionable language is key. The graph below, courtesy of HubSpot, demonstrates some of the better actionable words within CTA text.
As you can see, "click here" was found to be over 3 times as effective as "register" as an actionable word in their study. However, CTAs are only going to get a high level of click throughs when accompanied by relevant and enticing content.
Here is an example of strong calls to action from Zizzi. Copy is bold and concise, with the clear and encouraging offer. It utilises actionable language, such as "download" and "book". Although you can't see in this snapshot, dynamic content is also used in the form of scrolling food images, which maximises the impact of appealing visuals.
3) Ensure continuity between subject lines and CTAs
Calls to action should build upon your email subject lines, as part of the customer journey. With the subject line being the most important part of gaining an email open, the user should be interested in what your subject line has to say.
In the following example, Miller & Carter develop the subject of "LET'S DO LUNCH" with "Book a table" and "View our menu" CTAs. Any users opening the email were obviously interested in their lunch offering, and with this in mind, Miller & Carter made relevant calls to action, increasing the likelihood of a conversion. It might sound like common sense, but it just meets the expectations of the customer, whilst the visually-appealing food and restaurant images sell the product and the offering.
4) Use dynamic content to increase engagement
In a previous blog we spoke about the importance of dynamic content and persuasion tactics. Dynamic content is more immediate and can help to persuade users to take an action on your content, such as clicking your CTA or performing a specific task. It can help to get subscribers engaged and involved in what is in front of them, especially with an element of FOMO (fear of missing out). Types of dynamic content include countdown clocks, real-time availability, location-specific content and live calculation tools.
Dynamic content ultimately leads to more engagement than static content and in email marketing, where time is of the essence, it is important to quickly win engagement in order to boost conversions and achieve click throughs.
5) Research, test and refine content
Implement a research, testing and refinement process into all of your campaigns and you will find out the optimal ways to turn your subscribers into customers. Research your audience, carrying out A/B tests across a multitude of aspects of your content and use insights to refresh and optimise your email content. Here are some examples of what to test, shown in the following chart from Marketing Sherpa:
Use these tips to tighten your email marketing process and make your content work with your subject line and CTAs, to make your emails conversion ready. Having got the subscriber through the door with your click-worthy email subject lines, you need to maximise engagement with snackable content and drive them to other content with enticing CTAs. Test, analyse and refine the process and you should see a significant increase in your click-through rates.
Need help increasing your email open rates? Nail your subject lines by downloading our free guide to writing email marketing subject lines and start optimising!
Enchant is a leading UK email marketing agency, based in London. Our email experts help brands to reach their full potential with customer-centric strategies. Why not get in touch with our email marketing consultants to see how we can help you supercharge your performance!