If I had a pound for every time my PC notified me of a new email arriving in my inbox during lockdown, I’d be a very rich man! Emails, like other forms of digital communication, have been a lifeline for businesses grappling to adapt to the changes and challenges the pandemic has thrown at them.
With the luxury of speaking to customers and clients face-to-face being snatched away from them, businesses of all industries have been reassessing their communication strategies, with the good old email being at the forefront of essential communications.
Proof of the pudding at just how well emails are faring in this unchartered new world of isolation and social distancing, is the prolific rise in click-through rates.
In email marketing, click-through rates (CTR) – the ratio of users who click on a specific link or call to action to the number of total users who view an email - is the jewel of every email marketing campaign.
Having been involved in email marketing for goodness knows how many years, I have to admit that the rise in click-through rates I’ve been seeing in client campaigns has to be one of the most (and only) saviours of the whole sorry lockdown scenario!
And it’s not just the endless buzzing of my PC informing me of new emails and higher CTRs for clients that verifies the newfound importance of emails during these strange times. Research shows that more people are opening email during the COVID-19 pandemic than ever before.
From March to April this year, average open rates had increased by more than 20% compared to the same period in 2019.
In short, with greater time of their hands and without being able to communicate with businesses physically or often via the telephone, customers and clients are relying on email to be informed about vital information, such as changes to business plans or how companies are responding to the crisis.
Steps to increase click-through rates
Take advantage of the global reliance on emails by implementing the following tips into your emails to increase click-through rates.
Nail the email subject line
Of course, for click-throughs to happen, recipients, first and foremost, need to open an email. Lockdown or no lockdown, the subject line of emails is of vital importance, as it can determine whether someone opens an email, reads it and follows through with the call to action, or dumps it in the bin. Make sure your subject lines are curious, concise, compelling and stand out from the hordes of other emails recipients will be receiving.
Look after email formatting
Nailing the formatting of an email makes a huge difference as to whether people go on to read the whole email or ditch it halfway through. With more and more people reading emails from mobile devices, it has never been more important that your formatting is mobile friendly. You should also make sure the email width is right, as emails that are too narrow or too wide, will make a bad impression.
Make your content shine
As you are competing with tonnes of other emails being sent to your customers’ inboxes, your content needs to shine. Make your emails interactive, striking, and personalised, so your customers feel compelled to act on them and believe they are designed specifically for them. Sounds too complicated and time-consuming?
If you require assistance with your digital marketing, Intelligent VC can deliver an effective strategy to help your business get through this challenging and unprecedented time. Get in touch with their remote team of digital marketing specialists to discuss your communication requirements.
All marketing and advertising must be an accurate description of the product or service. It must be legal, decent, truthful, honest and socially responsible (not encouraging illegal, unsafe or anti-social behaviour). There are regulations which restrict what you can and cannot do. As well as the regulations, there are two advertising codes of practice which you need to follow to help you advertise legally. Before you embark upon any marketing, please ensure your communications are fully compliant.