If a business has gathered the email addresses of customers who are interested in what they have to say that means they have both an audience and an opportunity to turn them into paying customers. But how can those readers be inspired to open the mail and then click through to the website?
How to increase the Email Open rate
Pay attention to the subject line – it should be short but sweet. It is imperative to grab the reader’s attention prompting them to read further.
The ‘from’ name and address should reflect your brand. People hesitate to open the door to strangers.
Be aware of the day of the week and time of the day that you send emails. You will find that results vary and different businesses have success on different days and times.
How to get more Clicks
The ‘Call to Action’ must be clear and compelling. That doesn’t mean that it needs to be flashing and follow the cursor but it should be easy to find and beckon a visitor to click through answering the 5 W’s in information gathering. If possible have a primary and secondary Call to Action to be sure to cover all your bases.