- Be relevant, interesting & useful
"The most important thing to do to increase click-through rates is to be relevant, interesting and useful," said Mike Volpe, CMO at HubSpot, an all-in-one marketing software company, told ZoomInsights. "Your subscribers will click on what they are interested in, so make sure you have really good data about who they are, what they want and how they have interacted with your company." Volpe suggests segmenting your lists into small, focused groups and targeting those groups with highly personalized content. "One-size-fits-all email blasts rarely work," he added.
- Work it on the weekends
You might think that the only people who will read your email on weekends are those who have no life outside of work. But HubSpot studied the performance of more than nine million email messages for its report, the Science of Email Marketing, and found that messages sent on Saturdays or Sundays had click-through rates (CTR) that were roughly four percent higher on than those sent on weekdays. Meanwhile, unsubscribe rates were highest on Tuesdays.
- Send at sunrise
Who reads email at 6 a.m.? HubSpot's research shows that most of us do. CTR was about five percent higher at 6 a.m. than at any other time of day. The difference between 6 a.m. and 4 p.m. is even more significant. So set your email to launch early in the morning.
- Always be linking
If the salesperson's mantra is "always be closing," email marketers should "always be linking." HubSpot's research shows that, in general, CTR rises steadily with the number of links in the email. Even messages with 19 links performed better than those with one to eight links. Plus, unsubscribe rates actually drop as the number of links goes up. But make sure all links go to the same landing page – CTR goes down when readers are distracted by competing calls to action.
- Keep it short, short, short
Shorter messages create more click-throughs. Marketing research lab MarketingExperiments studied the results of an oil field services provider's campaign to promote an expanded product offering via email and landing page. MarketingExperiments increased the CTR by nearly 17 percent by reducing the body copy from 170 to 95 words.
- Stay in touch (but make it meaningful)
HubSpot's research showed that emailing people more often can also increase CTR. As social media scientist Dan Zarrella told ZoomInsights, "That does not mean just blindly sending more email, what it means is that people who have lots of useful content for their emails – enough to send something relevant every day⎯get higher click through rates."
- Clobber them with the CTA
The action in your call to action (CTA) should be clicking a link to your landing page. HubSpot's Corey Eridon suggests making that link impossible to miss. Readers are inundated with email and only have a few seconds to look at yours. If they can't find the link quickly enough – because they have to scroll down, they're not sure what you want them to do or the link isn't bold enough – you won't get the click-through.
- Use precision targeting to improve relevancy
ZoomInfo has just-verified business data on more than 60 million professionals. Our data experts will help you slice and dice that data to create highly customized segments, so your email campaigns always hit the right prospects. Let us show you how we can help you improve your click-through rates.