How many emails do you receive in a day?
And how many emails do you delete straight after you open them?
It’s important to realize that in email marketing, emails that get opened have NOT necessarily survived the ‘DELETE’ key, because those emails have not achieved their primary purpose.
An email should be judged based on 2 things:
1. Whether it gets opened.
2. Whether it gets clicked after getting opened.
In this article, let me discuss specifically about how to get clicks after your emails are opened, because that’s the real purpose of your email: Getting Clicks.
Yes, subject lines are important, but it’s a bit disturbing to find many marketers who gets really happy from getting high Open Rates, even though their Click Through Rates are suffering.
In the lights of current trend of email marketing practice, let me share with you the 3 principles that will help you increase your email CTR and boost the effectiveness of your campaigns.
THE 3 ‘FORGOTTEN’ PRINCIPLES OF GETTING CLICKS
1. Express your Value Proposition right away
The first thing that your email should do right after it’s opened is to present the core value proposition of your offer in front of your readers’ eyes.
In other words, what’s in it for them? What’s the main benefit that your readers will get from your offer? What will change if they take you up on your offer?
You need to make this point immediately visible to your readers. Remember that people don’t wake up everyday eagerly anticipating your emails. Well, they are more eager to delete your emails, especially if their inbox are as loud as yours.
So if they don’t see what’s in it for them right away, your emails get deleted.
Do NOT try to be clever or cryptic in presenting the core value proposition, because ‘clever’ or ‘cryptic’ headlines like the ones below take an extra level of understanding before your readers get your message.
“A money making machine at your fingertips…”
“The online income system that will make your dreams come true…”
“All in one business package for you!”
The headlines above sound really vague. I need more specifics.
I mean, so what if it’s at my fingertips? So what if you say it will make my dreams come true? People say that to me 25/8! Delete. So what if it’s all in one? Meh. Delete.
So how about we create some headlines that convey IMPACT on people’s lives?
“It’s a no brainer. A real money making machine that lets you bank $200 a day continuously, with less than 2 hours of work.”
“New online income system do all the hard work for you by putting a pop up landing page on any page you want.”
“This all in one business package do all the selling and prospecting for you. All you have to do is sit and watch the cash pouringin your PayPal Account.”
Now we’re talking about real benefits, ones that people can relate to because the value proposition is clear.
You can be as persuasive as you want; you can be as ‘clever’ as you want, but you really need a clear and strong benefit-driven headlines in your copy.
2. Lower the level of commitment
By its nature, emails are considered an aggressive medium of marketing, because it intrudes on someone’s personal inbox to deliver advertising messages. There are ‘frictions’ inherent to the process of reading promotional emails.
And above all, getting asked to ‘BUY NOW’, ‘SHOP NOW’, ‘GET IT NOW’ will just scare people away.
What we need to do is to lower the friction by giving Call To Actions that are low commitment, such as ‘Learn more’, ‘Discover here’, or ‘See more’. As such we are lowering the mental barrier that prevents people from clicking through.
The purpose of your copy is just to get a click. Leave the selling to your sales page or landing page.
3. Visual Clarity and Comfort
In an email body copy, the visual aspect is very important. The key here is to clear all distractions that your core value proposition statement and your call to action is clearly visible right at the first ‘scan’.
When people open your email, they are more likely to SCAN your email rather than reading it. If they can’t find the main benefits right away, they will delete the email.
Here’s what you can do to streamline your email body copy:
- Limit your paragraphs to only 3 lines per paragraphs, and maximum 15 words per line.
- Bold your headlines so that they are clearly visible at first scan
- Sometimes less is more. Don’t write a novel in your email. Get to your point as soon as possible.
The objective of your email is to get clicks. Period.
To make sure that your email gets the click, it’s all about increasing the perceived value and lowering the cost, as it is true for all kinds of marketing.
To increase perceived value in your email, you need to express the core value proposition of your product/service clearly and strongly. To lower the cost, you use low-commitment Call To Actions to reduce the mental friction. And last but not least, the visual aspect of your email copy should work to ease the eyes of your readers to grasp your message immediately.
Thank you for your time in reading this post, and I hope you find it useful.
Please leave a comment below, and if you find this post to be useful, don’t forget to share it!