4 tips to increase the click rate of our email campaigns
Posted: Tue Dec 03, 2024 8:09 am
Metrics are always one of the most used tools by marketing professionals to analyze the results of email marketing campaigns and have an overview of how the strategy is working. The opening rate, click rate, conversion rate... are usually the most analyzed and valued. In fact, we previously gave you some tips to improve and increase the Open Rate , but in this case, we will focus on seeing what actions we can carry out to increase the Click Rate of our email marketing campaigns :
1- Conduct a heat map study of our email campaigns
One action we can take is to study/evaluate the campaigns we have sent so far. Analyze the heat map of these and see if we can draw any relevant conclusions. In the heat map we will see which areas of the email are most clicked by users. From here and the conclusions drawn we will know how to better organize the structure of the email and its content for future campaigns. For example, if we want to include a banner with a discount and we are unsure about its placement, through testing and the heat map we will be able to see where it is most interesting to place it.
We could summarize this point in three simple steps: test, analyze the heat map and implement the conclusions drawn.
2- Personalize the content of the email
The secret to making the campaigns we send to subscribers truly relevant to them is their personalization. Each user has different needs and concerns and precisely for that reason we must make the effort to get as close to them as possible. The more personalized and relevant the content of our emails is, the more likely we are to generate interest in the recipient and thus increase the click rate. In this case, we offer you two options/examples of how to personalize the content:
Including products visited by the user: We can include a section with products that the subscriber has recently visited in the brand's e-commerce. Their visit indicates that they have, to a greater syria business email list or lesser extent, an interest in that product and that if we include it in this section, they may be encouraged to take a look at it again and end up purchasing it.
Including complementary products to one already purchased by the user: In this case we would include a section showing products that are complementary to one that the subscriber has previously purchased, whether from the same collection, the same style, that are usually purchased together, etc. Here we would be using the famous tactic known as cross selling , which is very effective for generating conversions and, in this specific case, clicks.
* We leave you this post that goes into much more depth on product recommendations: How to increase the Click Rate thanks to product recommendations .
3- Include benefits for the subscriber
Special offers, discounts, free shipping, gifts… any benefit will always be a plus for the user to take action and click to purchase a product or service and thus take advantage of said benefit. What's more, if we add some urgent message or countdown , we will increase the call to action even more. For this reason, it is interesting to include, from time to time, some type of incentive that captures the user's attention and triggers clicks.
4- Visible and easily clickable CTAs
It seems like something very obvious, but we cannot overlook it, especially in the mobile version. The CTAs and their respective buttons must be visible and easily clickable. The user should have no problem when clicking and recognizing the calls to action. It is interesting to place more than one CTA throughout the email and even repeat it. In this post we give you some tips on how to correctly optimize the CTAs .
1- Conduct a heat map study of our email campaigns
One action we can take is to study/evaluate the campaigns we have sent so far. Analyze the heat map of these and see if we can draw any relevant conclusions. In the heat map we will see which areas of the email are most clicked by users. From here and the conclusions drawn we will know how to better organize the structure of the email and its content for future campaigns. For example, if we want to include a banner with a discount and we are unsure about its placement, through testing and the heat map we will be able to see where it is most interesting to place it.
We could summarize this point in three simple steps: test, analyze the heat map and implement the conclusions drawn.
2- Personalize the content of the email
The secret to making the campaigns we send to subscribers truly relevant to them is their personalization. Each user has different needs and concerns and precisely for that reason we must make the effort to get as close to them as possible. The more personalized and relevant the content of our emails is, the more likely we are to generate interest in the recipient and thus increase the click rate. In this case, we offer you two options/examples of how to personalize the content:
Including products visited by the user: We can include a section with products that the subscriber has recently visited in the brand's e-commerce. Their visit indicates that they have, to a greater syria business email list or lesser extent, an interest in that product and that if we include it in this section, they may be encouraged to take a look at it again and end up purchasing it.
Including complementary products to one already purchased by the user: In this case we would include a section showing products that are complementary to one that the subscriber has previously purchased, whether from the same collection, the same style, that are usually purchased together, etc. Here we would be using the famous tactic known as cross selling , which is very effective for generating conversions and, in this specific case, clicks.
* We leave you this post that goes into much more depth on product recommendations: How to increase the Click Rate thanks to product recommendations .
3- Include benefits for the subscriber
Special offers, discounts, free shipping, gifts… any benefit will always be a plus for the user to take action and click to purchase a product or service and thus take advantage of said benefit. What's more, if we add some urgent message or countdown , we will increase the call to action even more. For this reason, it is interesting to include, from time to time, some type of incentive that captures the user's attention and triggers clicks.
4- Visible and easily clickable CTAs
It seems like something very obvious, but we cannot overlook it, especially in the mobile version. The CTAs and their respective buttons must be visible and easily clickable. The user should have no problem when clicking and recognizing the calls to action. It is interesting to place more than one CTA throughout the email and even repeat it. In this post we give you some tips on how to correctly optimize the CTAs .