How to Get THE MOST from Your Email List — Email Marketing Click Through Rate–#2 in Series on List Building

In the first article in this series I shared how Jim almost doubled his open rate. In this article we’ll explore how Jim increased his click through rate around 40+ times. A double times 40 = 80 times increase in leads and sales.

The next step for Jim was to look at his click through rate from his emails.

What’s a Typical Click Through Rate

Some of the top internet marketers get between 10% and 20% click through rates from their emails to their opt-in lists.

What’s Jim’s Email Click Through Rate?

A quick scan through his email reports on Aweber showed that some emails had a click through rate of about 0.5%, another batch fell in the 1% to 5%, and yet another batch was at over 21%. Now all we have to do is understand why there were three different kinds of responses, and how we can get them all to look like those above the 20% area.

So, I had Jim print out 3 emails from the 0.5%, and 3 from the 20+% groups. It’s easier to see what makes the difference in the extreme cases. Within about 5 minutes or so of glancing at the differences Jim saw what the difference was.

The difference was in his “call to action.” Actually all of the emails had a simple call to action that said “If you’d like to have help with your business call Jim at xxx-xxx-xxxx or email at Jim@xxxxxx.com .”  So, that was the ONLY call to action on the 0.5% group. But the 20+% group had a very specific call to action that was a follow-through from the text. 

In other words, the call to action that was working was

  • an offer of an ebook that would take what they had just learned in the email and gake them to another level. This was related to the article, and an offer to go even another step. It all tied together.
  • It also clearly stood out from the rest of the body, in a yellow highlighted box.

But the 0.5% didn’t have an offer that followed through with the topic to take the reader to a new level. And, the only call to action it had was a phone number, or an email. It required “more thinking” and it wasn’t related to the thoughts that we started in the article.

By the way, there is a great book out there called “Don’t Make Me Think.” It’s about how to develop a web page, and the more we make someone think to discover the answers we want them to have the less likely it is that they will take that action.

An example of that is:

  • Good exmaple — If we say that someone might get another $100K from doing X, Y, and Z. It’s clear what they’ll get and they don’t have to think about it.
  • Bad Example — If we say that they could double their business from doing X, Y, and Z. It’s not quite a clear. To know what that value represents, they have to stop and go through a thought process of “Hmm. My business was $50K this year, so a double would be $100K. That would bring me another $50K” So, that just doesn’t work as well as the first one. In fact, the more we make them work at it the less likely they will act on it.

So, the call to action in that 0.5% group required that someone stop and think. They’ll have to take time to call, or even to compose an email. Sounds simple enough, but the statistics prove the point. They just don’t want to compose an email, or possibly to even interact. The 20+% was just “click here” and you’ll be able to_________”

I know that this seems overly simplified, but the statistics prove it over and over and over. Don’t make them think to find the value of doing something with you. Just lay it on their plate where it’s easy to pick up.

So, what was the difference in the 1% to 5% emails? There was a call to action somewhat similar to the 20% group, except that it was buried in the text. It didn’t stand out separately. It didn’t have an offer with a call to action in a separate and highlighted box. It’s that simple.

The difference in results between 0.5% and 20+% is 40 times.

Remember, in the first article in this series Jim doubled his open rate. Well, now he just increased his click through rates of 40 times.

2×40=80 times increase (8,000%) in people who are taking action. Ultimately that will ripple through to an 80 times increase in sales and dollars generated.  

Check out article #3 in the series on Optimizing Email Marketing, and Building Email Lists where we’ll discuss what’s a good dollar return on investment from an email list.

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