Asking these questions about your email? If so…. STOP!
According to the Salesforce State of Marketing 2015 report, 73% of marketers believe email marketing is core to their business.
An impressive statistic.
Unfortunately, the ebook where I read this went on to stress the importance of a good email template, asking questions like:
“Have you spiced up your emails with a few colours?”
“Is plain text or HTML better?”
“Is your template clean and uncluttered?”
These are the kinds of useless questions you see internet marketers arguing about all the time.
Here’s a better question to ask yourself: who cares?
There’s a time and a place for these questions (well, kind of). But for the most part, they’re dead weight.
The #1 deciding factor for email success
You could argue forever over questions like these, but they’re not going to help you improve your lead generation and response.
And contrary to that ebook, they’re not the most important part of your emails.
Not even close.
There’s something else you have to get right first before you even think about things like templates or HTML vs. plain text.
This “something else” is the first thing your prospect sees when he or she gets your email.
And it’s the deciding factor on how successful your email will be.
Copy is king
I’m talking, of course, about your copy. The email subject line, the headline, the body copy, the call-to-action, the P.S. section etc.
Think about it. Scientific companies use email all the time to send announcements, newsletters, special offers, seminar and tradeshow invitations, catalogue updates etc.
Those emails need to be opened, read and acted upon if your company is to continue generating leads and sales for your scientific products.
So doesn’t it make sense to spend time on the #1 factor that’ll make this happen?
To that end, the 7 points below deal with direct response email copy for promoting your application notes (and other long-form content). In other words, email that gets your readers to click on the link. Visit your landing page. And download your application note.
More prospects reading your application notes means more sales over the long run.
Remember, the little things do count.
And the more of these ideas you apply, the more you’ll increase your click-through rates.
So here we go.
7 proven ways to increase email click-through rates
1. Give the email a strong subject line. The email subject line needs to be interesting. It needs to speak to scientists and academic researchers.
The subject line can make or break your email. Because if the email isn’t opened, it wont be read and nobody will download your application note.
When coming up with subject lines, brainstorm a list of at least 10 (ideally, as many as you can think of) and then narrow it down to the best one.
Like great headlines, great subject lines state a key benefit.
2. 6 proven ideas for email subject lines.
- Ask a question
- State the offer
- Remind them they asked for it
- Mention the deadline
- Ask for immediate action
- Highlight a great benefit
3. Include the URL at the top of the email. Don’t just put the landing page URL at the bottom of the email.
Put a link to the landing page at the start too.
Not everyone will read the whole email so having the link at the top and bottom increases the number of readers who will actually click it.
And this is a useful rule of thumb in general:
The more times you give the link or ask for the action, the higher the chance of someone clicking the link or taking the action.
4. Mention the benefits straight away. Don’t start the email with scientific data or the technical features of a specific model.
Instead, start strong by talking about how the technology in general is advancing scientific knowledge.
For example, you could talk about how the underlying technology of your TEM sample preparation product line is advancing materials characterisation.
This is called starting with a great lead (opening paragraph).
5. Include a headline in your email. This will improve response because once the email is opened (as a result of a strong subject line), a great headline will ensure your prospects will read the rest of the copy.
Or at least scan it.
See point 1 above or check out this post on headlines.
6. Always say “click here”. Like all great calls-to-action, the words “click here” tell the reader exactly what they should do and doesn’t leave them guessing. This is preferred over hot-linking other words.
7. State the offer early and more than once. Make sure you include the offer (in this case, your free application note) within the first few sentences of your email along with the URL link (see point 3 above).
Don’t make your readers scroll down to see the offer, because sometimes they wont.
Also mention the offer at the end of the email. Mentioning it twice increases the chance of your readers clicking the link. Another great place to repeat the offer is the P.S. section.
Next time, I’ll wrap up this series on application notes for lead generation with an issue on direct mail.
You’ll learn why you should be using direct mail to promote your application notes and 9 key ideas for optimising your letters to maximise response.
Look for it on Thursday, June 16th
All the best,