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' Measurement Conference 

Media Relations ConferenceJoin PR News at the National Press Club on Dec. 11 for the Media Relations Conference, where you'll learn how to tie your media relations initiatives to business goals, use the right metrics to prove the success of your efforts, incorporate social media in a brand crisis and more.

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

Get $50 off PR News' Crisis Management Guidebook


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



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.