In a recent
survey by Marketing Charts, over 30% of email marketers’ top focus for 2016
is to increase subscribers’ engagement rate, followed by improving segmentation
and targeting.
Click rates generally tells the marketing team how the
useful their content is. Decreasing click through rates is an increasing
problem for the success of email marketing campaigns. In a survey of 303 email
marketers, over
53% of the people have indicated that low click-through rates has been
their biggest obstacle, followed by the lack of an effective strategy.
Research shows that mobile devices have a lower click
through rate than desktops, which has accounted for 72%
of the click throughs. A reason for this is because mobile devices have a
smaller screen, providing poor user experience as it makes navigating on
websites more difficult than PCs.
As emails are considered the most
effective form of digital marketing, it is crucial for marketers to form a
strategy that will increase their email click through rates. Here are some tips for
you to get started:
Targeting your
content to a smaller, segmented list
It is crucial to understand what type of content is relevant
to your target market. It is also important to note that not all content will
suit your market and if all your clients have been receiving a generic email,
they may delete or unsubscribe from your emails if the content is irrelevant to
them. To improve on the click rates, you can cut down on the number of people
you are sending the email to by segmenting and targeting the market to a niche
list.
Make your links
effective
Research has shown that it is best to avoid generic phrases
such as “click here” as readers are uncertain where the link will go to. To
make your links relevant to your audience, your link should be descriptive and
concise, and have the link directed to the most relevant information. For
example, if you are selling a service, direct your link to the services website
rather than your general business website.
Embed more links
Users have had success with including multiple links to the
same content within the email. This is best used for campaigns with a direct
call to action such as prompting people to “donate now”. Instead of having one
link with the call to action, place several around the email such as the start
of the email, within the body of the text and at the end of the email.
Test your campaigns
To determine which email is most captivating for
your audience, create separate email campaigns and take a small sample of
audience to test the campaigns on. Once you have the statistics, you can send
the remainder of your database with the email that has performed the best. Make
sure you keep track of your best performing campaigns so you can always use
these as a basis for your future ones.
Being brought up in a typical Chinese family in Australia,
Vivian takes pride as an ABC (Australia-born Chinese) where she happily
embraces both the Chinese and Australian cultures.
In high school, Vivian wanted to become a fashion designer,
however she has developed a passion for running events after working backstage
for multiple live shows. Prior to starting at Akolade, Vivian worked 4 years in
the wine industry and she misses the wine tasting sessions and openly drinking
on the job. As the Marketing Coordinator, Vivian enjoys using her creativity to
design unique and fun campaigns for each event. In her spare time, Vivian loves
to spend time with her two adorable cat and dog.
