Email Marketing Strategy - Next Steps

Email Marketing Strategy - Next Steps

Your ezine's click-through rate is a percentage measure of how many subscribers clicked at least one link in your email campaign.

To help you focus your mind we have prepared a printable worksheet. This sheet will help you identify what makes a successful ezine and includes a checklist for success against which to measure your publication.

Seven tips to improve your email marketing click through rate

1. Share your priority information early

Feature a clickable call-to-action near the top of your ezine, preferably above the fold, and make it obvious what you want subscribers to do in order to take action on the email. Instead of presenting subscribers with a dizzying selection of text and links to pour through, experiment with limiting your content to a few relevant articles. This will help subscribers determine what they - and you - consider to be important. Use your ezine reports to determine what is grabbing their attention. Don’t forget that you can also A/B test your newsletter on two samples of your database before sharing with full segments.

2. Keep your email short and focused

The ezine is the lead into the content, not the content itself. Entice readers with a short intro to encourage them to click through to find out the full story.

Use standard text formatting available in your ezine editor to your advantage.

  • Online readers don’t read, they scan.
  • Make it easy for them: break up large blocks of text.
  • Use bullet points and emphasis.
  • Make links easy to see by using a contrasting colour.

3. Be clear about where links lead

Make it easy for your readers by explaining what they should expect to find on the other side of a click. Mobile readers especially are wary of clicking links to pages that may be slow to download or that they were not expecting. Instead of a “Click here” link, consider a more descriptoin title such as “Click here to to avail of this special offer". It is also important to include links for all images and logos used on your ezine – test these to ensure they bring readers to the correct page of your website.

4. Create killer landing pages

Never land readers on your homepage and leave them to work out where to take it from there. Bring them directly to the page where they can continue to take action immediately. Consider a dedicated landing page for ezine readers or indeed each segment; a more personalised experience should help them achieve your shared objective. Test every link as you edit your ezine and test them as close to publication as possible.

5. Segment by subject and by style

You should be treating recipients on your mailing list differently based on their interaction with previous emails you have sent. Your subscribers do not all want the same thing so segment your email marketing list to reflect this. Use data on click throughs to target readers whose previous behaviour shows interest in specific events, products or services. Create content that specifically appeals to that behaviour. Segments can overlap but your email solution should never send a publication twice to one individual. However don’t be afraid to cross promote other exciting offers or developments.

Consider not only the subject of your email but also the style: acquisitional, editorial, marketing or triggered messages. Could you improve your CTR by sending editorial style emails to a certain group? Is there a group that just wants to know that a bargain is available to them? Should you be reminding a certain group that their discount is about to expire?

6. Give it away, give it away, give it away now

Everybody loves a good deal or - better still - free stuff. This could be free advice, access to exclusive content, or a generous discount exclusive to readers. Whatever you choose, ensure it fits in with your sales or promotion strategy and that everyone in the organisation is aware of it and understands the circumstances under which to honour it. On a deeper level promotions can help create segments, not least a segment of people who will respond to special offers. These segments could prove invaluable for stock clearance or getting those extra bums on seats at the last minute.

7. Managing Unsubscribes

A certain number of unsubscribes should be expected after sending a campaign. Make opting out easy because (a) it is the law in Ireland* and good practice everywhere else and (b) the better quality your list is, the better CTR you will have. If they do opt out ask your readers why they are unsubscribing, it could be a revealing exercise. Consider targeting the segment of subscribers who never open your emails. If they decide to unsubscribe your list becomes healthier.

Note: The majority of readers give their reason for unsubscribing as "too many emails". To reduce your unsubscribe rate avoid over-communicating: The general rule of thumb is to send no more than one email every 10-15 days, however, this depends on the business you are in and the expectations of your subscribers.

Can we help?

If you would like help implementing any of these tips in your own email marketing contact us at Pixel Design to develop a solution to fit your needs.


*Data Protection Commissioner’s website states:

Where you have obtained contact details in the context of the sale of a product or service, you may only use these details for direct marketing by electronic mail if the following conditions are met:

1. The product or service you are marketing is of a kind similar to that which you sold to the customer at the time you obtained their contact details

2. At the time you collected the details, you gave the customer the opportunity to object, in an easy manner and without charge, to their use for marketing purposes

3. Each time you send a marketing message, you give the customer the right to object to receipt of further messages

4. The sale of the product or service occurred not more than twelve months prior to the sending of the electronic marketing communication or, where applicable, the contact details were used for the sending of an electronic marketing communication in that twelve month period.

Note: In relation to 4 above, if the subscriber fails to unsubscribe using the cost free means provided to them by the direct marketer, they will be deemed to have remained opted-in to the receipt of such electronic mail for a twelve month period from the date of issue to them of the most recent marketing electronic mail.

Information retieved from 06/09/2013


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