E-mail marketing is certainly not dead. It has one of the best engagement rates and returns in any marketing strategy. One way of determining the effectiveness of e-mail marketing is to track e-mail click-through rates. There are quite a few maladaptive practices that companies indulge in that can affect these rates adversely. Nonetheless, this metric is a very important indicator of the company’s overall performance.
1. A Captivating Subject Line
An engaging subject line is an all-time essential for viewer attraction. The subject line is the primary thing that a viewer sees so it has to be optimized and alluring for the viewer to click on. Your goal must be to create an easily readable, yet engaging subject line to pull readers to the company’s services. Ultimately, through an extensive system of trial- and error and constant testing, you can improve further in this field.
2. Personal and Individual E-mail
Emails must be written as if they are exclusively written for the person reading them. If you are writing to your old and active customers and subscribers, the name of the recipient should be included. This increases familiarity and bonding with the company’s vision.
3. Write Quality Content
This is probably one of the most important and relevant rules for increasing click-through rates via e-mail marketing. If you write content that is informative, interesting and engaging, it will boost your click rates by a considerable stretch. There are some shady companies that use click-bait-ey and bogus schemes to get the viewers to click on their e-mails but eventually, they will be losing customers at a rapid pace. If you are sending promotional spamming content, it could permanently get you transferred to the spam folder.
4. Time Matters
How frequently are you sending the e-mails? How has your click rate improved or taken a hit because of that? If you are on those pesky businesses that constantly swarm the customers with promotional e-mails, then it is time to reconsider your moves. Sending engaging, high-quality content less frequently is bound to increase your click –rates.
5. Send From a Person, Instead Of A Brand Name
This is a great piece of advice that unfortunately few people follow. If the E-mail comes from an individual or a company it is more likely to get read. It doesn’t get marked as an advertising mail. An e-mail from a person is more personalised and interesting for the viewer to read.
6. Mobile Friendly Formatting
This is the era of smartphones. Everybody whips out their smartphones for almost anything from business engagement to casual entertainment. You are in trouble if your e-mail messages are not read properly on cell phones. When e-mails are fitted to a mobile screen, click rates are improved as well as engagement output.
Converting sales from a thriving or newbie business requires intelligent and patient marketing. The one rule for all is to create personal, engaging and high-quality content which is sent less frequently than more often.