5 Tips For Writing More Clickable Emails, Lowering Your Spam Score and Increasing Your Open Rate
Professional marketers know that the key to good email marketing starts with sending emails to people who actually want to hear what you have to say.
Even still, emails end up getting lost in spam and junk folders, or missed entirely because of the “overwhelm” created by the sheer volume of email marketing your client receives on a daily basis
And often, when you DO manage to get “opens,” your client doesn’t actually click through.
Sometimes it feels like you just can’t win.
Good news! There are a number of things that you can start doing right away that will improve your open rates, your click through rates, and lead generation for your emails.
1. Keep The “From” Personal, Not Corporate.
When you send your email from a real person, your client is more apt to open it. This is because – based on industry research – folks are more likely to trust a personalized sender than they are a generic one.
Hub Spot ran A/B tests on over 50,000 recipients and found that personalizing the sender name and email address increased open rates an average of 3%.
What that means is…
Sender Name: Jack White
Sender Email Address: firstname.lastname@example.org
Sender Name: Marketing Team
Sender Email Address: email@example.com
2. Add and Modify The Plain Text Version
If you’re sending broadcast emails to your database using an auto responder like AWeber or Get Response, you’ll note that there’s a window to create an HTML email and a window to create a plain text version of the email.
If you’re NOT creating a plain text version in addition to the HTML version of your email, you’re missing a chunk of your market.
Not every email client supports HTML-rich emails, and many times, people choose to only view their messages in plain text.
If you aren’t sending a plain text version, your client won’t see your message at all.
And if you ARE sending a plain text version, but you haven’t optimized it, what your client actually sees when they open your email is scary!
Here’s what an un-optimized email looks like:
To optimize a plain text email, you’ll want to cut out the extra text by replacing linked text with actual URLs and by replacing long tracking URLs with shortened ones.
By taking a few extra minutes to keep the body of the plain text version simple and direct, you’ll reach more of your target market.
3. Add Links To Your Images
Research has shown that people LOVE images in their emails and they LOVE hovering over images.
Since your objective in email marketing is to get people to click through to your offer, you can maximize your click-through rate by linking your images to your offer. Simply click on the image after you add it to your email and then use your email tool’s “Insert/Edit Link” option to create the link. Alternatively, you can link an image in the HTML editor using the following code:
<a href=”HTTP://YOURLINKHERE.COM””><img alt=”" src=”“YOUR” /></a>
4. Add Alt Text To Your Call-To-Action Buttons
Many email clients will set the default image viewing option to off. That means a good chunk of your audience may not see your beautiful, optimized call-to-action. Instead, they see:
When you set an image’s alt text, though, you let recipients who who can’t view images in their email know exactly where to click to complete the action:
You can either edit the alt text in your email tools rich text editor (just right-click the image and edit away), or you can manually enter it in the HTML editor of your email tool like this:
<a href=“HTTP://YOURLINKHERE.COM”><img src=“YOUR CTA BUTTON IMAGE SOURCE HERE.JPG”alt-text=“YOUR ALT-TEXT GOES HERE”/></a>
You should also add alt text to ALL of your images. Essentially, this turns every linked image into another Call To Action. So even if someone doesn’t see the cool pic of your latest offer, the alt text will hook them with a “Click here to download my super cool widget”
5. Add Social Sharing Buttons
Increasing the number of people who see your link will increase the number of people who click on it. So, be sure to extend the life of your email by adding social sharing buttons.
Many email tools will come with templates that have built-in social sharing buttons that make it easy — just fill in the destination URL and you’re good to go. If you don’t have built-in capabilities, there are cheat sheets available that will help you to create social sharing buttons. (Here is a cheat sheet to creating social sharing buttons.)
Note: If you want to increase clicks, you want to add sharing buttons, not follow buttons. The former will allow your email recipients to pass along the offer URL in your email to their followers. The latter will prompt them to like, follow, or add your company social media channels. Big difference!
Put these 5 tips to work for you immediately and you’ll see your email deliverability increase, along with your clicks and lead generation!