Small business owners using email marketing tools such as
Hubspot, MailChimp, Constant Contact, and other email marketing platforms, may
not be getting the return rate they’d hope for. “Every aspect of testing should be focusing on the “click to
open rate” of the main call to action in your email,” says professional email
marketing strategist Dain Hanson, Co-Founder of CYT Marketing.
As more and more emails flood our customers’ inboxes, how do
we know they’re even getting viewed? What’s the measure of success and best
practices for small businesses looking to drive more revenue out of their emailcampaign?
Start with an Objective
It’s important to understand what your main objective is
when sending emails. A lot of people get hung up on open rates, thinking they
need to be focusing on subject lines to get more opens (“click bait”), and in
turn will drive clicks. What most will find out, however, is that there’s
usually a disconnect between the subject line and the content of the email.
People open an email but don’t find the content they expect, so they
immediately click off or delete. Even if the content is good, most people don’t
give it a chance if it’s not the content they are looking for because the
subject line is too vague or misleading.
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Instead, think about your target audience. What content will
provide them with the most value? Being empathetic about the needs and concerns
of your target audience is the quickest way to create meaningful email contentand campaigns that will be both valuable to you and your customers.
Use a Clear Subject Line
It is far better to use a clear subject line that tells the
reader exactly what is inside the email, content that describes what benefit
you are providing and creates an immediate emotion (curiosity, urgency, fear,
etc), and then provide an enticing call to action to drive to a landing page
where the offer or content lives. This may mean sacrificing opens for a higher
click to open rate, but what is more important? Generating more opens where
people leave without reading the content inside? Or driving clicks which lead
to conversions? Professional email marketers focus on conversions.
Article From: www.forbes.com
