Get With the Click: Five Tips to Lift Your Newsletter Click Rates


How can you raise your e-newsletter click rates the way Cold Spring Harbor Laboratory did? Arthur Hughes, senior strategist at e-mail marketing company Silverpop and author of the new book, Strategic Database Marketing, says it’s a matter of constant monitoring. “Besides looking at your click rate in a single mailing, be sure to get a monthly total so you can measure whether you are getting better or worse,” says Hughes. Here are five specific steps from Hughes on lifting your clicks:

  1. Use video in your e-mails. A 2011 Forrester report indicated that video can double or triple e-mail click-through rates.

  2. Personalize it. E-mails that use the sender’s name and relevant data will improve click rates. Ideally, the “letter writer” should personally “sign” the e-mail and, if possible, provide a photo.

  3. Use Flash. If you have something interesting to say, alert the reader by using a creative Flash message that can’t be ignored.

  4. Do an A/B test. Restaurant chain Piccadilly tested two e-mail creative possibilities for its Easter campaign and discovered that its second image/call to action option yielded an eight-times higher conversion rate.

  5. Start sentences, but don’t finish them. Accommodate a recipient’s predilection for scanning by creating teaser paragraphs and provide a link to the rest of the information. 


PR News subscribers can read more about how Cold Spring Harbor Laboratory improved its click rates in the case study: "To Boost Awareness, Research Lab Transforms Heavy Science Content Into PTA-Consumable NetLetter."  

 

 


Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Summit

Social Media Summit with Taste of Tech 2015Join PR News at the Marriott Marquis in New York on Oct. 5 for the Social Media Summit, where expert communicators will share in-depth case studies from their social efforts. “Taste of Tech,” a unique element of the Summit, will feature partners who “get PR” and can help you make your social initiatives more impactful.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook

PRNews-Crisis-guidebook-180x150-sb

Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.