Getting good click-through rates in your email marketing campaign and knowing how to write emails that achieve this is one of the most effective skills that an Internet Marketer can learn. It’s important to establish the difference between good click-through rates and good open rates in your email marketing campaign.
Good open rates refer to the percentage of people who are actually opening your emails. This has more to do with writing effective and captivating email subject lines (a different topic altogether). If you are achieving anything from 20-35%, you are doing a decent job (anything more and you’re doing great!).
Good click-through rates in your email marketing campaign refer to the percentage of people who are actually clicking on the links provided in your email body after opening your emails and reading them. While achieving good click-through rates is arguably a more complex skill to master and more challenging to achieve than open rates, if you are getting around 2.4-3%, you are doing about average.
As aforementioned, achieving good click-through rates is primarily in the email body (after opening). The job of the email body is to get prospects to take ONE SINGLE ACTION, to point them in one direction. This single action could be a variety of things depending on your objectives.
What should your email body consist of?
There is no one set, right or wrong answer here. After all, you are your own CEO, and you (hopefully) have conducted your appropriate research and know who your target market is and what they want. Your email body could consist of a variety of things such as tips, mini e-courses, offers, and more. Providing you know who your target demographic are and what they want, your job is to simply provide them with what they want.
However, since we are discussing how to write emails that get good click-through rates, there is ONE pre-requisite for any email body that must have in order to achieve this: you need to capture their attention. And how do you capture their attention with your emails?
By telling STORIES!
Stories are probably the BEST way to capture and retain attention; they grab people’s attention on an EMOTIONAL level. Even if you are sending a straight pitch in your emails, wrap it up in a story or some other personality-driven message.
After all, facts tell, but stories sell!
Using stories in your email body COUPLED with a clear, singular call to action that tells your prospects EXACTLY what you want them to do is probably the best way to get good click-through rates.
NOTE: When I say tell prospects ‘Exactly what to do next’, I mean EXACTLY what to do next. You need to spell it out for them step-by-step. There is no point assuming or second-guessing that your prospects know what you want them to do. If you do not ask, you will not get. It is important that your instructions and intentions for them are clear in order to achieve good click-through rates. There is no point putting things on the top shelf when you can put them on the bottom shelf and be confident that everyone can get what you are offering.
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I appreciate you stopping by.
Kind regards,
~ Nomadic Danny
Podcast: NomadicDannyPodcast.com