Guide for Successful Email Marketing Campaign
Creating a better future for all
It can be a bit tricky to try and determine the effectiveness of an email
campaign. You can take a look at the open rate of an email and feel a small sense of triumph if it’s higher than the industry average… but that doesn’t mean you’re going to suddenly see a windfall of customers pouring into your store or singing up. One of most reliable ways to keep track of which emails are successful is by providing a coupon or discount code or some thing special. If customers redeem it, then you know the email succeeded. Of course, not every business or organization can offer its audience coupons. And when you can’t attach hard sales numbers to an email, it’s harder to
determine whether it’s effective or not.
One way you can judge success, however, is by looking at your click-through
rates. Why click through matter Where the open rate shows you how many
people opened your emails, the click-through rate shows how many people
take action by clicking the links you provide in your email. This allows you to see the
content, products, and services your contacts are most interested in, which in
turn can help you create engaging email content for future emails.
The more click through you see, the more likely it is that your contacts are
going to take the actions you want them to take, whether you want them to
download a presentation, buy a product, or donate to a cause.
For many small businesses, click-through rate is an unfamiliar metric. With
so much weight being put on opens, many just haven’t thought about how to
optimize to get more clicks.
Here are a few things you can do to optimize your emails for more meaningful
Add links to your header and footer
Your customers should be able to find a link to your website whether they are
at the top or bottom of any email. Your header and footer are the places
people will often go when looking for more information. They are also the
places customers will look when trying to share their feedback or connect
with your directly. Make it easy for customers to do both by adding links to
the top and bottom of each email.
Link to your most important content early in the email
Within the first few seconds of reading any email, your reader should
understand which links are most important. One way of doing that is by
introducing these links earlier in your email. When creating your next email,
pick one topic you know you want your customers to pay attention to and look
for ways to get to it sooner.
Make links as direct as possible
No matter where you put your links in your email, you want to make sure they
are providing a direct path for your reader. If you’re talking about a
particular product or an upcoming event, don’t simply link to your website
and assume your reader will do the rest. Instead, link directly to the
product or event page.
Make your emails scannable with the help of links
Like you, your customers are busy and won’t always have the time to read each
and every article you write. With more readers checking their emails via a
mobile device, it’s never been more important to make emails that meet the
demands of an ultra-busy customer base.
Links can go a long way in doing just that.
By adding links to your articles headers, within your text, and at the bottom
of each article you’ll make your emails more scannable and thus, improve
your chances of catching the attention of a reader
who may be quickly swiping through your email on a smartphone or scrolling
through on their desktop.
Click through are a powerful coaching tool for any small business.
In addition to helping you determine the effectiveness of your emails, it can
help you develop a better understanding of your readership and which types of
messages are resonating. Use these lessons to improve your email marketing
and help grow your business—that’s the most meaningful result of all.
“If you believe you can, you probably can. If you believe you won’t, you
most assuredly won’t. Belief is the ignition switch that gets you off the
“Our attitudes control our lives. Attitudes are a secret power working
twenty-four hours a day, for good or bad. It is of paramount importance that
we know how to harness and control this great force. ”
“Take charge of your attitude. Don’t let someone else choose it for