Email marketing is a tested strategy for engaging new leads and keeping loyal customers in the loop. Unfortunately, sales emails often don’t get opened at all, banished to the recycling bin before customers bother to read your pitches and updates. How do you fix that problem? Read on for some suggestions on the best way to get customers to read your emails and click through to your website.
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Click-Through Rate, or CTR, is the standard measure for gauging interest. If you can usher leads to your landing page, you’ve got a much better chance of turning them into customers.
Brand and Website Consistency
Customers are more likely to read your emails if they can see who you are – and they’re more likely to click through if they see a polished, on-brand layout in the heading and body of the email. If your email matches the conversion page and layout of your website, visitors will be reassured. They’ll also have a much easier time navigating between screens.
The more focused you can make your emails, the better. Your customers will have a clear picture of what you want them to do, and you won’t run the risk of boring them with too much text or a confusing set of images. (Remember, you’ve probably got just a minute or two to make an impression.) For best results, shoot for a single-column layout that concludes with a clickthrough button.
F for Framing
A good way to focus customer interest on your emails is to remember the “F-shape.” “F-shape” describes the normal reading pattern – eyes move along a page in two quick horizontal stripes followed by a narrow vertical drop to the bottom. What does this mean? Lead with a strong headline at the very top of your email – add a clickthrough button here to make the most of this high-profile area. Concentrating important information “above the fold,” assures that customers will see it. Readers won’t see dense paragraphs of text, so stick with short sentences in a single column. They’ll also dive right to the end of the email, which makes that space the perfect location for your second clickthrough button.
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Call to Action
A Call-to-Action gives readers an imperative. For example, if you ask a question, readers will feel motivated to answer. Tease email content in subject lines with phrasing like, “How Can You Make the Most of Your Summer Vacation?” and, “Are You Looking to Invest?” For marketing emails, you can utilize a call-to-action button with specific instructions like “Visit Our Website” or “Download Here.”
When you were little, did you ever ask your mom if you could press the elevator buttons? Even for adults, this basic impulse is still a human universal – we’re hard-wired to click on buttons! Text links are less dynamic – even if they show up in “HTML Blue,” they’re less likely to stand out to customers. Solve this problem by turning priority links into buttons. Colors like grass green and marigold orange create energy; a bright sky blue will create a sense of possibility. Remember to set alt text for each button and image; a lot of email clients won’t display images by default, which means that a button might not show up at all.
The Power of One
Brevity is the soul of impact, and you might see some powerful results if you stick with a single call-to-action or simple message. Your customers will be reading quickly, and they might see multiple instructions or paragraphs as distracting clutter. Focus might also help you set priorities for segmented email marketing campaigns and time-sensitive messages.
Social Sharing Buttons
These days, social media is the best way to broadcast your marketing message. Maximize the impact of your email marketing campaigns by prominently displaying social sharing buttons on every email. If customers post your content on their Facebook and other social media pages, you’ll be able to advertise to everyone on their friends list.
Names for Numbers
Studies show that customers respond to the personal touch. They’re much more likely to respond to an email that comes from a real person as opposed to a company – for example, “Jerry Stanbrook, Lightbulb Solutions,” instead of just “Lightbulb Solutions.” A headshot and personal signature in the body of your email will create the same personal connection. Your customers will also be more likely to respond to your emails if you address them by name in the subject line and salutation. “Dear Phyllis Jonquil” works much better than, “Dear Customer.”
So you’ve designed the perfect email to motivate customers to click through, but they click through to a confusing, text-heavy webpage with no clear direction. You’ve just lost their interest, maybe for good. Solve this problem by creating a landing page dedicated to a single goal: getting leads to sign up for your email list and services. An ideal landing page incorporates the same guidelines that we’ve just discussed – simple layout, direct message, and careful deployment of buttons and headlines to lead customers to a specific objective. Don’t miss this vital last step!
Successful email marketing design might seek like a daunting prospect, but with these straightforward tactics you’ll have no trouble crafting dynamic email marketing campaigns. Give these tips a try, and you’ll be converting leads in no time!
Are you interested in learning about more techniques to maximize the impact of email marketing campaigns? We suggest meeting with a team of digital marketing professionals who make it their business to find the best technology solutions for every client. Schedule a consultation with Square 1 Group today!