If you would like to convert subscribers of your emails into regular customers, it is important that you direct them to landing pages on your site that will get them where they need to go. It doesn’t do you any good if you are promoting onion jam this week in your email, yet the email link directs subscribers to goat’s milk soap products on your website. When you are promoting a particular product in your email, you either need to make sure that the customer is taken to the product page, or to a landing page that you have set up that relates to that product. Either way, make sure that whatever page you are directing them to is clear, understandable, and explains the following: Who you are and what you are about You don’t want to send potential customers to some landing page that looks nothing like the rest of your site. Instead, make sure that your landing page, if you use one, looks like it is part of your website. This does not mean you necessarily need your entire main menu, there are some cases where having main menu works better, but there are certainly cases where it does not. If you are directing customers to product pages, make sure that it is clear what your company is, and how to place an order. You may be surprised at how many companies treat such things like state secrets. Give the customer contact options Even though many online retailers have a huge business of people checking out their clothing and products online, some of them still have 1-800 numbers prominently placed on their site. That is because some customers want to talk to a human being to ask questions about a product, especially clothing items, before buying them. Also, having a 1-800 number can give customers a sense of comfort that you will be there if they need you from a customer service perspective even if they do not call. Not having easy accessibility can send a conscious or subconscious message that you may be a difficult company to deal with or reach if they have an issue down the road. You can still have the online option, but you might want to include the 1-800 numbers just in case. Consider having customer reviews Sure, if you have all negative reviews for a product, it could hurt sales. But in many cases, the reviews can explain things to potential customers that they need to know. Do those jeans run small? If a number of reviews note that fact, chances are that more potential customers will buy the right size, which will save you the hassle of returns. This helps alleviate your customer concerns and questions in a trust-worthy way- which is essential to have highest conversion rates possible. Include testimonials If you are selling a book, and you have quotes from celebrities – or just devout fans – praising the book, make sure that those testimonials are easy to find on your landing page. Better yet – make sure that at least some of the quotes are teased in your emails as well. Testimonials create third party corroboration which helps a lot. But consider using pictures of customers, or videos as people are getting more and more skeptical of testimonials that look like they may have been written by the company itself! See what works for you We cannot stress this enough. There is no one-size-fits all thing when it comes to how to design your landing page. Some sites work well with short landing pages, while others do better with a long landing page. Test, and then test again, to see what works best for you.
You may want to share everything you see this week with your client base, but sending too many emails can be boring your customers, and they will stop opening your emails. Big emails can also be boring, so much so that Google’s Gmail unceremoniously cuts off long emails in the middle of them. And what do you think is going to happen to your email’s click-through rates if you do either of these things? Instead, why not try some of these tips to increase click-throughs in your emails? Here are some ideas: Come up with a provocative question, and only answer it if somebody clicks through to your website. What’s the sneaky tip that this stay-at-home mom used to lose 30 pounds? Want to know how to increase your email click through rate? Ask questions – whether in the subject line or the email – and give the answers, but only at your website. You can also do cliffhanger questions like “You could double your email response rates if you.…” Just don’t give the answer in the email itself. Don’t share full articles in the email. If you include entire articles in your emails, then why does somebody need to click through to your website? On the other hand, putting a boring headline, and only the first three or four words of the article, won’t attract people, either. Instead, include a snippet that will whet people’s appetites. Don’t just put a call to action at the bottom. You can sprinkle multiple calls to action throughout the newsletter, with one right at the top. Maybe your customers just want to buy something on sale, as advertised in your email. Make it easy for them to get out their wallets by putting a call to action above the fold in your email. Test multiple emails at the same time. Do not feel as if you must send the same emails to everyone. Why not test out a variety of emails, and see what works? Testing two or three emails at the same time is best; you don’t want to make things too complicated. Try different things, and then check your open rate and click-through rates. And keep track of what you discover. Click here for good tips from Benchmark on how to do the testing. Tie emails to holidays and current events, but be careful. If you sell pork ribs, National Pig Day (March 1) is something you can do a great tie-in to, and show relevancy to your business. The same goes for things like football championship games. But needless to say, you don’t want to send a pork rib email out with a Passover or Good Friday theme. Don’t be afraid to try new things, but also use common sense. When in doubt, don’t.