“How to Increase Your Click Through Rates”
These are strategies I’ve discovered in boosting email click-through rates using techniques I learned from direct mail.
Here's a quick rundown of my key points:
Direct Mail Experience:
I've extensively used direct mail in the past, sending out 20,000 pieces a month. The lessons I learned there are incredibly valuable for email marketing.
Using 'Grabbers'
In direct mail, attaching something unusual to the top of the first page, like a foreign currency note, can really grab attention. I've applied this concept to emails by using a visual 'grabber' at the top. For example, I created a graphic of a £20,000 note, which led to a 53% increase in click-through rates.
Crafting Your Email:
Subject Line as Teaser:
The subject line should entice the reader to open the email, much like teaser copy on an envelope.
Structure:
After the email has been opened, there should be a pre-head to identify the reader, followed by a headline (ideally under 17 words) and a subhead, each part encouraging the reader to continue.
Effective Grabbers:
Choose the Right Visuals:
It's crucial to use high-quality, relevant images that are optimised for all devices.
Make a Strong First Impression:
The grabber should be at the top, align with your brand, and feel authentic.
Testing is Key:
I recommend doing A/B tests with different grabbers to see what works best.
Stay Legal:
Make sure your grabber complies with legal standards.
Best Practices:
• The grabber should be relevant, creative, and clear.
• Test your email on various platforms.
• Don't overcrowd the email; the grabber's main job is to capture attention.
I'm really excited about these strategies and the potential they have to revolutionise email marketing. Using visual grabbers is a game-changer, and I'm confident it can significantly enhance engagement with your emails.
Remember, the key is to experiment and find what resonates with your audience. Keep testing and innovating, and you'll see great results.
Until next time, keep pushing the boundaries of marketing!