Last week we looked at how to boost the open rate for your newsletter. Today, we take a closer look at the click-through rate, which is calculated in the following way:
This formula helps you figure out how many newsletter recipients were redirected to your website. On average, a click rate is somewhere between 2 and 4%, but this needs context: this rate varies a lot depending on what type of business you have. For newsletters sent from e-shop owners, the click-through rate is often less than 2%: here a click generally represents a strong intention to buy on the part of the recipient1.
47%: this is the number of people who when asked, responded that they bought something online after clicking on a newsletter link (see infographic below provided by the European Email Marketing Consumer Report2). This is certainly a figure that’s hard to ignore! And it clearly shows the direct impact that newsletters can have on your sales.
Infographic published by the European email marketing consumer vision
So how can you encourage your newsletter subscribers to click on the links highlighted within? By using your content.
1. Personalise your newsletters
Your subscribers will appreciate a personalised newsletter, so don’t hesitate to use a specific approach. Here are two possibilities:
a) Send an email for their key dates and events
Send your customers an email marking their important events, like birthdays. You could offer them a discount, thereby encouraging them to click through and do some shopping in your e-shop!
b) Sign your newsletters and address them with the name of each subscriber
A newsletter addressed: « Dear Mr. Martin » will have a more positive impact than « Dear subscriber ». As well, signing your newsletter will ‘humanise’ your content and reassure your readers, building trust that means they’ll be more likely to connect to your e-shop.
2. Make sure your content is clear!
An Internet user generally takes a minute to read a newsletter, although the time spent reading online is decreasing all the time. So it’s really important to be clear and get to the point right away in order to encourage your readers to click on the link.
a) Introduce the newsletter with a brief summary of the contents
Internet users won’t read the entire newsletter – they prefer to skip to the parts that they find interesting. That’s why a summary of contents at the beginning of the newsletter will help them find the content they’re looking for, saving them time. And if they see a subject that interests them, they’ll connect to your e-shop in one click.
b) Follow your graphic guidelines!
So that your readers can identify you in a glance, you should maintain the same graphic style as your e-shop. Use the same colour scheme and place the logo at the top and bottom of the page.
c) Add images to your articles!
It’s always more eye-catching when your articles are illustrated. Images break up the text visually, helping the articles get read.
3. Highlight your links!
Anyone opening your email is interested in its content. All you have to do is prove that there’s a good opportunity (sales or other) for them if they click on the link redirecting them to your e-shop. Here are 4 ways to make your links attractive:
- Use a specific colour to highlight your links.
- Link your logo at the top of the page to encourage click-throughs.
- Image links are just as good as text links.
- Don’t go overboard! You don’t want your readers to get lost in a sea of links. According to a 2010 Silverpop3 study, the optimum number of links is between 6 and 10.
Basically, to encourage your readers to click on your newsletter, you should remember two key words – simple and clear!
And think about these figures too: according to a 2012 Dolist4 white paper, 5.4 million French people use their mobiles to go online every day, with half of these checking emails. Now you just need to put this information to good use!
- 1Defining marketing emails average click-through rates, 2011 http://definitions-webmarketing.com/Definition-Taux-de-clic-moyen-newsletter
- 2European consumer vision email marketing infographic, 2011 : , http://www.fr.contactlab.com/paper/emcr/384/email-marketing-consumer-report.html
- 3 Message Business, «A few useful tips on the content of your marketing email», http://www.message-business.com/fr_le_contenu_de_votre_emailing.aspx
- 4 White Paper, Dolist, 2012, «Everything you need to know to develop mobile marketing emails», http://storage.dolist.net/dolist/documentation/livre-blanc-email-mobile.pdf