So someone saw your email in their inbox, clicked on it, and read it. Great, right?
Now, what? What do you want that subscriber to do next?
I recently talked about how to get your emails opened and read. You can check it out here. The next challenge is tackling your click through rate. Getting your mailing list to take some sort of action. Whether that’s opting into a paid membership, requesting a quote, or booking a call—what’s the next step?
But before I dive in, let’s look at two common mistakes businesses make when sending marketing emails:
- Sending newsletters: Newsletters are purely informational. There’s nothing for a subscriber to do with them. So don’t limit yourself to sending newsletters.
- Using a no-reply email address: This is one of the biggest mistakes in email marketing. Never use a no-reply email address. You’re blocking your prospects and customers from replying to you. If someone replies and it goes unanswered, you just missed connecting with a potential customer. And it’s your loss, not theirs. So don’t do it.
What Is A Click-Through Rate?
Your email click-through rate is the total number of recipients in your email list who clicked on the call-to-action in your email.
For example, if you have an email list of 30,000 subscribers. And you send an email upselling your course (click the link to learn how). If 100 of those subscribers click on the call-to-action link in your email, your CTR is 0,33%
What Is the Average Email Click-Through Rate?
According to (XYZ) the average click-through rate from an email is about 2,5%. If your email CTR is lower than that you might want to prune your email list or relook your writing strategy.
Perhaps your subject lines need to be more intriguing. Maybe your copy needs to be livened up.
But often low CTR is a result of a bloated email list, some of which are not your ideal target market.
Why Email Responses Matter
People worry too much about getting a ton of emails and spending hours replying to them.
You’re worrying about the wrong things. Email marketing is not a broadcast medium where you just blast newsletters here and there.
It’s a two-way street. Think about owning a physical store. When someone comes in, a salesperson (you) will ask them if they need assistance, and then you’ll walk them through. Give them a tour, get asked a few questions, and answer them. Now, this is the concept of email responses.
Allow your subscribers to reply to your emails. And don’t ignore their messages. Write back within a day or so. Engaging with your readers in this manner is super powerful. It’s how you begin to nurture relationships, build trust, and steadily move subscribers towards a sale.
How to Get Your Leads to Click Through
Now that you know why responses are an essential component of your email marketing strategy, here are some tips on getting your mailing list to take action and click through to your offer.
Have a super signature.
If you’re subscribed to my mailing list, you’ll know I have a super signature. This is a low-pressure sales tactic that ends my emails. It’s a P.S. that I use to promote my audiobook, course, and a chance to work with me one-on-one.
You can also use a super signature to promote anything.
But here’s a friendly reminder: It has to be a soft sell. Just list products and services you offer in your super signature, tell more about them and encourage your readers to reply.
Your Super Signature Must Include
- Link to products
- A free downloadable asset – you should be giving away your best stuff for free, such as a helpful checklist or a template
- Invitation to sign up for an event or a webinar
- Invitation to join your community or group
- Link to social proof, as you want people to trust you. Link to Google reviews or testimonials.
- Link to a video, as you can show people how your services are done. Also, people get to see you and that’s very important for relationship building.
- Invitation to connect
My Formula For A Super Signature
- P.S. – that’s important because in general when you see it, it’s something extra that catches your eye and it’s usually something personal.
- PLUS: Here you want to be talking directly to you reader. It suggests you’re adding more value.
- 1-3 relevant actions:
- A compelling headline
- 2-3 sentences summarizing why they should be paying attention
- Call to action
Below is an example of my super signature.
Send a personal reply.
Most people think of call-to-action as a click to a blog or sales page. I don’t mind if you do this, especially if you have a particular offer on your site.
But try sending personal replies too. It’s quick, simple, and easy.
Instead of sending a subscriber to a web page—which requires more effort on their part—start the conversation through email.
The reply button is there for a reason.
Key point: Use a P.S. that says you personally read and answer emails from your subscribers. This reminds people that a real person is ready to reply on the other end.
Send emails regularly.
Not everyone’s ready to buy from you or work with you. Some prospects take weeks, months, and even years to take the next step to become your customer.
Regularly sending emails can be a powerful way to build a relationship with your readers. First, it will help you establish yourself as a thought leader and a trusted confidante. And this also helps to encourage your prospects to reply and connect with you.
If you ask me how often you should send your emails, it depends on many factors. But a good rule of thumb is to send one email every week.
Remember, you don’t want to have long breaks between emails. Absence doesn’t make the heart grow fonder when it comes to email marketing; it results in amnesia. And if your prospects haven’t heard from you in, say, three months or so, they’ll forget they willingly opted into your emails. Many will unsubscribe.
So make sure you’re emailing your list regularly.
Getting your subscribers to take action from your marketing emails starts with having a clear call-to-action (CTA).
Do you want your subscribers to:
- Hit reply?
- Call you?
- Visit your website?
- Click a link?
Include your CTA in your super signature, and send at least weekly emails. Personalize your emails so people know they’re coming from you. Do all of these regularly, and you’ll build and deepen relationships with your target audience.
Do you have other ways to drive your subscribers to take action from emails? I’d love to know!