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Getting leads to opt-in into your email newsletter is a huge win – it means that they are interested in your brand and in reading more of your content. However, just because someone is on your email list does not mean that they are going to read the emails that you send them.
It’s why checking your email click-through rate is so important. If your email click through rate is low, then you’re doing something wrong.
This may come as a surprise to you, especially if you’re positive that you’ve been writing catchy headlines and good content. Fortunately, not all is lost.
The following are a number of ways that you can improve your email click through rate.
Currently, around 64 percent of American adults own smartphones. This number is only expected to grow, especially when taking into consideration the fact that this is a 29 percent increase in the amount of American adults that owned smartphones in 2011, only four years ago.
This means that there’s a pretty good chance that many Americans are going online using their smartphones instead of their desktops, which in turn means that many are opening their emails via their smartphones.
In fact, according to data collected at the beginning of 2015, around 53 percent of all emails are opened up on a mobile device. That’s almost a 500 percent increase from the amount of emails opened on mobile devices back in 2011.
It means that if your emails aren’t optimized for mobile use, they aren’t going to be read.
This is simply because they are going to be too difficult to read.
Emails that aren’t optimized for mobile use are not going to be displayed properly for larger screens because smartphones have smaller and narrower screens.
If a person clicks on your email while on their mobile device and sees that it’s not optimized, there’s a good chance that is going to be the last time they click on one of your emails, effectively destroying your email click through rate for that individual.
So if your emails aren’t optimized for mobile use, then you need to do the following in order to ensure that they are:
Mobile users also simply don’t want to spend that much time reading any type of content while on their phones.
However, just because your content is optimized does not mean that subscribers are going to suddenly begin opening up your emails at a greater rate.
It will certainly help allow your subscribers to read your content if they do decide to open your emails, which of course is important if you want them to ever open up another email again.
However, you’re going to need to entice your subscribers to open more of your emails as well.
Let’s go over some of the rules that you should follow in order to entice your subscribers into actually opening your email instead of either ignoring it or deleting it from their inbox.
The following are the golden rules for improving your email click through rate:
For example, you could send out emails to your subscribers on their birthdays with subject lines such as “Happy Birthday, Tom! Here is a surprise for you!” and then include a coupon or discount inside. Just don’t go overboard – addressing the subscriber by their full name in every email subject line is going to be creepy and off putting.
By choosing certain words like this you’ll make your emails stand out from the rest of your subscribers’ inboxes.
A good example would be from Jonathan Morrow, former Editor at Copyblogger, who wrote this powerful headline “Copyblogger Editor Admits to Sleeping with Readers and Recommends You Do the Same,” which really made a lot of people raise their eyebrows and immediately gained him a ton of new followers on Twitter!
The words “admits” and “recommends” are just 2 simple choice of words, but when combined with other arrangement of words, no one could possibly resist the urge to click on it.
Focus on creating a good subject line that conveys what the email is about first and foremost. You shouldn’t be counting the number of letters you use then trying to come up with different words in order to reduce your subject line by two letters.
Even worse would be adjusting your content to fit a longer or shorter list to hit that magical number.
For example, instead of creating a title like “Tips For Taking a Luxury Vacation,” you can create a title like “A Broke Girl’s Guide to a Luxury Vacation,” which is one of Refinery29’s email subjects.
This piques the curiosity of your subscribers much more – of course you’ll have to deliver on that promise with your content. Another way to generate curiosity is through comparisons.
For example, “How Writing Content Is Just Like Practicing Yoga.”
A good example is DocuSign’s subject line, “What Are Our Customers Saying?” It’s short, it’s simple, it conveys exactly what the content is going to be about and it peaks the curiosity of the reader.
Updated: 23 July 2017