The recipient can quickly scan this email and clearly understand what is being offered and how to access this.
Visually too the design compliments what is trying to be achieved; the viewer’s eye is funnelled down to the CTA which stands out and clearly states what is does.
There is also continuity between the brand’s website and this campaign. It is probable that when someone receives an emailer they will already be familiar with the brand in question, and will in all likeliness have had interaction with it on one level or another. Continuity and familiarity strengthen a brand and goals a recipient to click through, as visually they trust the email.
The content in Climax Promotion’s email itself is also inducing. Buzz words such as “surprise”, “only”, “premier” and “looking huge” give this campaign the feel of exclusivity and a sense of urgency in an attempt to persuade the recipient that it’s more than just an event promotion.
A sense of urgency to is instilled in the reader with the necessity of buying a ticket. Scarcity can be used to enhance this: a strong example of would be something along the lines of “only one day left” or “when they are gone they are gone!”
To maintain recipient engagement after the email has been opened, the offering and benefits that it will bring to the recipient need to be communicated in the simplest and quickest way possible whilst driving a sense of necessity.
Hence, to optimise an email campaign to maximise click through rates the content needs to be clear, compelling and coherent (as well as sitting nicely on the page.)
If your email is successfully opened and the CTA receives clicks, the battle still is not yet won.
About half of all people that visit a landing page from emails will leave the site in the first eight seconds, thus causing most of the efforts that email marketers have gone through to get this all important click through to be wasted.
Silverpop has conducted a study in which they analysed the effectiveness of 150 landing pages. Their findings show that from clicking the CTA to purchasing or registering, it is vital that the opener’s path is uninterrupted, simple and focused.
Silverpop discovered that too frequently landing pages contain distractions and difficulties for converting customers. Similar to the email itself, the landing page needs to grab the visitor immediately.
I have narrowed it down to three simple boxes that need to be checked to ensure your landing page is optimised to secure the highest number of converting customers:
The first of these and most vital is that the landing page needs to mirror and repeat the email. This will help to reinforce the conversion by reiterating to the recipient what the offering of your campaign is and keeping the path of the opener focused; make your goal easy to achieve by making the CTA very obvious and easy.
The second box on the checklist is to explain any forms you may be using. If you need any information from the subscriber it needs to be clear why you need this. Additionally, the shorter you can keep these forms the better, long and unexplained forms have a high rate of abandonment due to user frustration.
The third box to tick is to stick to your words. Whatever was offered in the preceding email must be offered on the landing page, and offered clearly. If this is not the case the whole campaign will have been pointless and can indeed cause more harm than good. It can result in high unsubscription rates thus hindering future email campaigns. The resulting bad user experience will harm your brand and create an air of mistrust.
Subsequently, it appears then that continuity, clarity and commitment are the blueprints needed to optimise your landing page for the highest chance of consumer conversion.
So there you have it: an all-encompassing recipe to improve upon your open rates, click through rates and ultimately to generate more conversions from your email marketing efforts.
Email is an extremely versatile platform that can be shaped to fit any campaign and for any audience and If these steps are followed correctly, email marketing offers a fantastic opportunity to do a whole lot more with a whole lot less.
Email Marketing at Rooster
Here at Rooster, we can help elevate your email campaigns and ensure that they stand out. Discover more about our email marketing.
We utilise a number of time-tested, and industry proven tactics to drive open rates, increase click through rates and ultimately ensure conversions.
If you would like to know more please get in touch!