B2B Marketing Blog

Nailing Your Email Marketing CTR

By Lauren Hylbak
Apr 30, 2014

Youre a marketer who does email marketing. Youve read, over and over, that this is the emailmarketingmost intimate form of marketing there is. Its true. Theres something incredibly personal about email - even in this day and age where spam is widespread. The problem is that users have smarter sorting options than they used to. Theyre not willing to sign up to as many email lists and, when they do, your odds of being trashed are high. Heres how to get your emails opened and read.

Use Good Subject Lines

A subject line will make or break your open rates. Good subject lines are short and intriguing. They should make the user want to open the email. Dont use more than 30 to 50 characters, and dont overuse the persons name.

Some autoresponder services have features that will insert the prospects name right in the subject line. Its a cool effect, but its not always very personal. Think about it. When you send your friend an email, do you use his first name? Sometimes, but not always. Actually, probably not often. Youre friends, after all.

Now, translate this over to your marketing. Try not to overdo the capitalization. Subject lines on personal emails arent always capitalized. Also, dont always start out with Dear [[prospect]],as this can sound a bit formal, even when the autoresponder uses the prospects name.

Use An Autoresponder

email marketing

Speaking of Autoresponders, use one. Autoresponders automate email communications.Youget to pre-write an email, and then send it out to your email list whenever you want. When someone signs up to your email list, BAM, you can send them a target email. Emails can also be triggered by specific dates, days of the week, or other criteria you specify. It makes the email delivery very custom.

Don’t Use More Than Three Typefaces

Youre not in Kindergarden. Dont use multiple typefaces and colors. Stick to one, preferably Verdana or something else thats really easy on the eyes.

Keep The Call To Action Above The Fold

Calls to action are the second-most important part of your email. If you want people to click on them, have something short, and punchy, to say in the email and get people to click on the link you provide. Theres some inherent resistance to clicking on links in emails thanks to spam. That’s why you have to build up some trust before you start encouraging people to click on links in emails.

bizible

Use Your Logo

Using your logo in the upper left-hand corner of your emails lets the user know that the email is from you. It builds rapport and trust. Bizible has their logo in every email that goes out to customers and prospects. This helps create consistancy across their messages and lets the audience know that this is information they can trust and count on. 

Tie Your Emails To Landing Pages

If you dont know how to design an integrated marketing plan that ties your emails to your landing pages, have a company like Yodle design the system for you. Who, or what, is a Yodle? Its a marketing company that offers a unique service - read a few Yodle reviews. They basically build your marketing from the ground up, starting with a redesign of your website.

Of course, Yodle isnt the only company out there that does this. They just happen to be one of the more popular ones.

Test Your Emails

Some autoresponder services have built-in email testing features so you can see what the email looks like in various browsers and email programs. But, send an actual test email out to a business partner, a friend, or a family member so that you can get a real-world idea of what it will look like when a real prospect views it. Test it in several different email clients.

About the Author: Loretta Martinez has a particular understanding of effective web marketing. From social media campaigns to online publications, she often blogs about the tips and tricks to marketing businesses successfully on the web.

 

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Topics: tips, customer engagement, lead generation, email marketing, CTA

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