Email newsletters are one of the best ways to stay in touch with your clients. People skim their emails when they’re commuting to work on the bus or train, during their lunch break, and when they’re watching TV after work. But even though email marketing is still one of the best marketing methods, delivering a return on income of more than $40 for each dollar spent, an email inbox is a hugely competitive environment.
So, how can you encourage people to take more action when it comes to not only opening, but clicking through to links on your company’s email newsletter?
#1. Switch Up Your Email Template
Your email templates have the power to help you increase clicks, but beware of becoming over-reliant on the same old templates. Once you’ve found an effective template that tends to get you good results, then it can be easy to get stuck in a rut of sending the same types of emails over and over. But for your recipients, this can quickly become boring – and feeling like if you’ve seen one email from a brand you’ve seen them all, is one of the major causes of disappointing click-through rates. So, make sure that your subscribers aren’t getting tired of seeing the same emails over and over again. Check out these examples from Sendinblue if you want some inspiration. You can also use a service like Sendinblue to create your own using an easy to use drop and drag tool.
#2. Ensure Your Designs are Responsive:
Bear in mind that most of your subscribers are likely to be opening and reading your email newsletter on their smartphone, which means that it’s hugely important to have a responsive newsletter design. When email marketing was first introduced, the only format that emails came in was computer delivery, but today, smartphones and tablets are quickly overtaking laptop and PC computers when it comes to accessing emails. If your email templates are not formatted properly, it’s going to be difficult for readers using these devices – so just like you would with your website, ensure that the design is responsive and a pleasure to read on any device.
#3. Reduce Options:
Statistics show that shoppers are more likely to make a purchasing decision when they see less options compared with more, so try to keep your email newsletters short and to the point. Bear in mind that many people skim through these kinds of emails when they’re in a rush, so don’t overload them with too much information as this could end up having the opposite effect to the one desired. Limit the number of choices that you offer to your subscribers; one meaningful call to action usually always works better than several generic ones.
#4. Send More Emails with Less Content:
Easy to digest, bitesize information several times a week or month tends to work better than one lengthy email. Rather than hitting your recipients with a long email that they’ll need to sit down for a while to read, instead send several smaller, interesting emails that keep them anticipating the next one.
Email is still a hugely successful marketing tactic, but it’s crucial to get the specifics right.