Michael Linthorst recently wrote an article for the MarketingProfs blog called "Five Tips to Increase Your Email Click-Through Rates" that addresses the issue of email marketing. The article offers up 5 great tips for getting your leads to click through your emails and, while we won't get into each tip, there are a couple that we wanted to share with you.
His first tip might sound obvious, or even silly, but it really can't be underestimating how important just getting in the door can be. Linthorst suggest that the first stop to increasing click-through rates is to make sure your emails are opened. He suggests that to do this you start by, " gathering relevant opt-ins... You'd rather have one opt-in who reads your newsletter, than 10 who discard it without even opening it."
Another tip for getting your email opened is to make sure it gets there in the first place. Your email marketing database isn't a set it and forget it asset. You need to have an active data cleansing plan for your email marketing database.
The second tip we wanted to share with you also has to do with making your email marketing database work for you, and that is to be relevant. "Your database is one of the most powerful assets you have to increase the number of clicks in your emails. Using the information in your database, you can send your recipients relevant emails that fit their needs." Once your database is cleansed and packed with good, deliverable data then you can start segmenting that data into groups that fit your needs.
Have a piece of content that speaks to marketers? Send out an email to all the marketing execs in your database. Have something that applies to high level decision makers? Separate out the decision makers and don't bother sending that email to contacts who aren't likely to appreciate it (i.e. contacts who aren't likely to click-through).
Click here to read the full article.