Divide and Conquer
Having a low click through rate (CTR), similar to having low open rates, can indicate that you have a problem when it comes to the quality of your email list. If you send the same communications to a unified mailing list, you may be better served to get rid of the ‘one size fits all’ approach and start taking steps to correctly segment it.
Retention and acquisition are the two major email audience segments that you can use.
Acquisition includes individuals who are not converted into customers yet (e.g. have not yet made a purchase). Sometimes these people are considered to be ‘leads’ and might consist of the email addresses of prospective customers that have been collected via a PPC campaign, lead form or other method or from a purchased email list (which is almost always less effective). Typically the emails that are sent to this segment include new customer exclusives, re-targeting and aggressive offers. Email communications for the retention category are sent to registered and existing customers and include special announcements, order confirmation emails, newsletters and welcome emails.
However, there is a much more pronounced difference between the two than merely “current customer” and “non customer.” You can and should further divide them into sub-segments which is based on time frame and activity volume. You can nickname these sub-divisions things like Coupon Users, VIP Customers, Inactive Customers, Cold Leads and New Leads. Every sub-segment and segment has different expectations, so your emails need to take those into consideration.
Don’t send trial service offers to longtime clients or VIP-only offers to somebody who isn’t eligible for it. Each segment should be sent messages with different frequencies, different wording and different offers. It does take some practice to do this, but to help you get started with it, begin collecting information on the expectations of your audience segments through focus groups, feedback ratings, reviews and surveys.
Anywhere from 45% to 75% of all emails are opened on a mobile device thee days. This means that you need to make sure your emails can be read on all devices and platforms. That sounds pretty basic, right. It is, which is why it is so surprising that so many senders are still overlooking it.
Beyond making sure that the design of your emails are responsive, you should take the extra step and look at your emails on various email clients and devices to make sure they are readable.
The following is a partial list of the things you should check for from each of the devices:
– Is the subject line cut off? If it is, shorten it so the whole thing can be read.
– Do text lines break off in places that are less than optimal, and create obstacles to reading such as lines that have too few words or ones with too many words? If so, use images or break things up in a different way.
– Is your CTA displayed below-the-fold? It is very important- you should either shorten your email or add an additional CTA the appears higher in the email.
– Do any of your images look distorted or stretched out? Make the necessary design change to give your emails a more professional appearance.
– Do your images take a long time to load? Most people will move on rather than wait for emails to download slowly, especially if they are using expensive cellular data while on the go. Reduce the amount or sizes of your images.
Make Things Pop
Everybody says to invest in creatives. That is definitely a no-brainer. However, the best ways for your emails to be recognizable and memorable is tying them in with all of your other marketing tools. You need to have additional eye-catching creatives in order to do that.
For both copy and design invest in developing a creative language that is recognizable, which covers all of your consumer communications. That includes your emails in addition to other online assets like your social media pages and website, along with key offline tools like television ads, brochures and mailed catalogs.
Your plan also needs to take into account special occasions. During those times it is essential and expected that you will be departing from your usual design. Using a sightly different color, letter weight or font can gain the instant attention of your regular recipients, prior to the content even being discussed.
Just Say It Already
All good marketing copywriters are aware that you can say one thing in three different ways- the short way, the long way and way that sells. Frequently, the latter is more concise even than the short way is. You’ve got lots to offer, now all you need to do is ensure the recipient is aware of that fact by providing him with the essential information using the fewest words that you can. If you have multiple messages, thinking about breaking these into several different emails and sending them out on different days.
Determine what your key message is. Then word it in such a way that the value for your recipients is highlighted. Make sure your call to action appears before the fold (on both mobile devices and PCs).