The Sure-Fire Answer to Increasing Your Email Marketing CTR
Many businesses try to say email marketing is dead because they aren’t seeing the results of other marketing avenues. The truth is email marketing strategies have greatly evolved since the “You’ve Got Mail” days to be better than ever. When businesses stay up-to-date on effective email marketing tactics, they can see great results. The click-through-rate (CTR) is one of the most important email marketing metrics to measure. Often these numbers are disastrously low. The answer to raising the metric – personalization.
There are numerous studies online about the success of personalizing your emails:
- Marketing Land performed a study where personalized emails delivered 6x higher transaction rates, yet 70% of brands do not use personalization.
- Marketing Sherpa tested 7 personalized emails and saw an average increase in CTR to 17.36%.
- Experian Marketing published a report that showed a 20% increase in revenue when providing personalized product recommendations in emails.
The list goes on and on, but the facts stay the same – personalizing emails to your end customer can deliver great success to your email marketing campaign. The best part about personalizing emails is it is easy! Most email marketing platforms provide a box you can check instructing to personalize emails and you are done! It takes seconds to make a great first impression with a personal touch and your campaign is already improved.
Just putting the recipient’s name in the headline is a great first step, but you can go above and beyond when personalizing.
Personalize the Introduction
Once you have the email title with their name, people are curious enough to open the email. In the first paragraph, address the person by first name only. This makes you and your customer on a friendly first name basis. In the same introduction, quickly and efficiently explain what your email is about and how it is going to benefit them. If you keep going on, your customer will lose interest and delete.
Don’t Be A Robot
It is easy to get into a robotic rhythm when writing e-blasts. But you want your email to read like it was composed by a friend. Be personable and friendly! Remove any and all sales pitches so the customer doesn’t feel like they are being marketed to. When your email reads like a friend giving a great recommendation, the sales pitch is done!
The goal of the email’s content should be to provide value to your ready. Filling up the space with a bunch of sales pitches or robotic explanations is going to make that user delete ASAP! Before you begin writing, think about what kind of content would be most helpful to you if you were the customer. From there, you can ensure only the highest value is delivered to your recipient. They will love the friendly recommendation that does make a difference in their lives.
Add a Real Person’s Photo
To further personalize, make the email “from” a real person in your company. This could be a client services specialist or customer acquisition manager. At the end of the email, add a photo of the real person along with their name, title, and contact information. This can be the actual person’s contact information or you can add the customer service, main office, or help line to direct those calls.
Adding a few extra personalization touches can go a long way when it comes to your email marketing efforts. Make the customer feel like a friend and they will treat your business the same way back.