How to Get Higher Email Click-Through Rates
Getting subscribers to open your emails is all about your headline (placed in the subject line) and making it irresistible. Scott wrote a great article on this topic a couple of weeks ago. Open rates are super important, to be sure.
But it's your click-through rate - that is, the percentage of subscribers who click through to your website - that is where the money is. After all, when it comes down to it, sales are a function of the number of visitors to your site.
The question, of course, is how? How do you get subscribers who've opened your email click through to your site? Well, one way is to make sure you tease them with only an excerpt of your article.
For years I included the entire article in my email newsletters. That is until Scott shook some sense into me and made me realize how much money I was leaving on the table. As soon as I made this one change, I increased my sales by 30%.
I also learned over time to write in such a way that better enticed subscribers to click through. In the blogging world an excerpt is also called a teaser.
And this is what you must do. You must tease your subscribers into clicking through to your website and reading the rest of your article. The way to do this does take practice - for me it was several years to become proficient - but there are a few tips I'd like to offer:
When you first begin writing your article, keep in mind that the first 5-8 sentences will be the teaser you'll cut and paste into your email newsletter.
Those first few sentences should be dedicated to proposing a problem your subscribers are experiencing.
Use examples, make it compelling, and tap into the emotions and pain points they're feeling as a result of the problem.
They should recognize themselves in the excerpt and believe that the article was written just for them.
Keep your excerpt short and above the fold. Meaning, the entire email should be able to be read without having to scroll down.
Make sure the title of the article is clickable along with a "click here to continue" link at the bottom of your teaser.
Make sure your title/headline promises to fix the problem or problems proposed in the teaser.
Here is an example of a teaser I wrote in an email several weeks ago that had a high click-through rate:
Ever since schools shut down in mid-March, a small group of teachers, sprinkled here and there throughout nearly every school, has become even more overbearing than they were before.
You know the ones.
They dominate every meeting. They brag about and must share the way they do things and hardly listen to anyone else.
They complain and talk, talk and complain, and leave animosity in their wake.
If you're unlucky enough to be on their grade level or subject-matter team, they can cause more distress than any five difficult students put together.
You get the idea. Tap into the negative emotions associated with their problem and then promise to fix it. Now, of course, you have to come through. You have to deliver on your promise by offering a technique, strategy, or solution to their problem.
But if you can, and you can do it week after week, you'll see your click-through rates climb and your business begin to soar.
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