Four Tips for Increasing B2B Email Marketing Click Through Rates

  

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We all know that email marketing is a cost effective way of marketing.  Industry trends show that, on average, click rates vary between 2% and 10% and, while these numbers may not seem huge, they actually are pretty significant.

So how do you get your click through rates up? Unfortunately, there is no magic formula to increase click through rates. Instead, a combination of various elements in an email contributes to the over-all click through rate. Focusing on these areas will help you improve the overall effectiveness of your email marketing campaign.

Here are four main components of an email to focus on:

1. Clean your database – Whenever I plan an email marketing campaign, I take some time to make sure that I have a clean database. By this I mean, I remove all the unwanted/unresponsive recipients from past campaigns. This will reduce the count of contacts you send the email to, and leave the people who actually read your emails. Starting with the best data gives you a good foundation to create your campaign.
2. Subject Line – This is your first chance to pull a prospect in, so make it count! Your subject lines should urge your audience to open the email. Subject line content is so important; we've dedicated a whole post to it back in June.  Get four awesome tips for subject line success, here. Some general rules of thumb, however, are getting your readers attention and creating a subject line that honestly advertises the content of your email.
3. Call to action – You should have a call to action in your email, but you don't want to overwhelm readers with 10 or 20 links or buttons. Decide what the main goal of your email is going to be (getting people to download an e-book or driving traffic to your blog) and focus on that. Start your email off with one main message and then follow it up with one call to action or a short list of relevant links.
4. Content– Content is king! The content of your email is the most important component of any email marketing campaign. You want to be providing your readers with content that they want to read, otherwise there is no incentive for them to open your emails, click on your links, or convert. Focus your content on what is relevant to your readers. Use keyword data for your industry and website to help guide your content creation if you aren't sure what constitutes "relevant."              

These suggestions aren't a magic formula, but they are good places to start if you want to improve your email marketing campaign ROI. Be creative and try new approaches to find the email content, subject lines and CTA’s that works best for you.