Everyone has their own style of email. Some are chatty with offers thrown in here and there, some are information only, some are offers only, and some mix it up depending on the purpose of the email.
Regardless of your overall style of email, if you want your subscribers to take action, don’t give them too many choices.
One reason you may get a lot of opens but no one answers your calls to action is that you’re giving your subscribers too many choices. The truth is that you should use each email to focus on just one thing. Be sure to have a compelling call to action for only one thing to avoid confusion and problems.
Here are 7 email marketing tweaks you can use to increase your click-through-rate (CTR):
Write a Compelling Subject Line That Relates to The Message Inside
Don’t try to trick your audience into opening your emails. Period.
Tell them what’s inside, using six to ten words, no longer
than 50 characters in total.
Depending on the device, most of your readers who look at the email with this action will avoid cutting off the words. Plus, when they do open the email to read, they won’t be disappointed or feel tricked into reading it if you’re straightforward.
Personalize the Email
Don’t just personalize the email inside. Also, personalize your subject lines based on your technologies’ capabilities.
When you call out their name in the subject line, they’re much more likely to open it. If you also use their name within the email and even mention the things they’ve purchased or actions they’ve taken, they’re going to feel more trusting about moving forward.
Focus on One Relevant Benefit-Focused Topic and Point
Each marketing email that you send needs to focus on just one message and point.
If you focus it down, they’re going to be more likely to read the email in full as well as notice and act on the call to action you include in the email message.
Try to Be Clear not Clever
You want to include your personality and brand voice in every email message you send. However, don’t try to be too clever in the email, or you risk your reader misunderstanding the message.
Try writing the first draft with only the message and then add in the humor, branding, and other aspects of the email, ensuring it doesn’t take from your message.
Write Email Messages in Second Person
Basically, it’s important that you use the word “you” in the messages you send in email. Just like this blog post is written. Using the second person pronouns of you, your, yours, and so forth makes the message feel a lot more personal and relevant.
Compose Calls to Action That Demand Action
Focus on creating compelling, actionable calls to action that get attention. Use action-oriented text, make it noticeable, tell them you’re going to give them the opportunity. Keep it short, and use words with a sense of urgency. If you can elicit fears of missing out or introduce the idea of scarcity, you will end up creating a more compelling CTA.
Keep Your Email Messages Short
Since you’re focused on one subject and one point in each email, you don’t need a lot of space. You want it to be short. Typically email messages longer than 500 words just aren’t going to be read all the way through.
Take the time to craft each email message that you want to send with one focused point in mind that gives them the answer to ‘what’s in it for me?’ right up front. Apply these email marketing tweaks and you’ll find that you avoid confusing them with too many choices and end up with more positive answers to your CTAs.
