Most marketing consultants will tell you that one of the keys to growing your business and building connections with your audience is to develop your mailing list.
Also, the news is good. The email marketing sector recorded its most successful half-year figures in 2011, according to research by the Direct Marketing Association.
Once you’ve got people subscribed you can target them with offers for your own services, products or affiliate links. But some of my customers ask me why doesn’t anyone click our links?
So How Do You Get People to Click-thru?
The testing I’ve done shows that before you do anything you need to build rapport with your subscribers. They need to feel that this isn’t purely a sales channel. So to begin with definitely don’t smack them with offers. Instead:
- Write as if you were writing to a friend
- Ask questions
- Reply to responses
- Talk about the questions you’ve been asked in the messages you send out (it encourages others to contact you and start building a closer relationship).
- Share really useful information
You get the idea.
Once you’ve got people engaged and reading your mails, start to elicit click-thrus.
I’ve found click rates are significantly higher if I use an html newsletter format that looks like a regular text-only email but is set to a font like Georgia at about 14 to 16 pixels.
The Secret of Where to Put the Link
The trouble with all those bright-coloured email templates with pictures and social like buttons and multiple links is that it’s information overload. The recipient is literally bombarded with visual stimulation and this can be overwhelming.
My testing shows that when we use a clear sub-heading roughly half way down an email newsletter, click-thrus increase.
I think it has something to do with the sub-heading pulling the reader’s eye down the page.
So Where Do You Put a Link?
Not at the top.
Definitely not on the side.
And most definitely not amidst a sea of other links.
You put JUST ONE LINK directly before your signature or in a PS that comes right after.
At least, that’s what works for me and my clients.
If you’ve got a different experience, let me know because this is something we can all benefit from.