Eight to-dos for more clicks in email marketing

Email marketing key figures can be automatically collected and analyzed with the help of email marketing software. How the results are to be assessed can be based on your own goals or clarified with the help of benchmark studies. The latter provide good reference points, but are not universally valid. There are no benchmarks in email marketing, which is why every company should monitor its KPIs over time and check the impact of adjustments. Marketers have various to-dos to increase the opening and click rates of mailings and newsletters.

1. segmented e-mail distribution lists

Relevance is a key success factor in email marketing. No wonder, given the growing flood of emails and information! To ensure that a mailing or newsletter does not immediately disappear into the virtual wastepaper basket, it needs the right content. The longer and more diverse the recipient list, the more advisable segmentation is. With modern email marketing solutions, contacts can even be automatically segmented for each email or newsletter mailing so that each recipient only receives the content that interests them. This also increases the click rates.

2. the perfect subject line

Alongside the sender, the subject line is the first thing a recipient notices. It therefore plays a decisive role in whether an email is opened or not. The subject line of mailings and newsletters should therefore arouse curiosity and at the same time be short, concise and useful. The pre-header, which many email clients display in the preview, can be used to cleverly add further information to the subject line. However, terms such as "free" or "gratis" are taboo, otherwise the email will end up directly in the spam folder. In addition, the subject line should arouse curiosity, but should not promise anything that the email itself or the sender cannot deliver.

3. personalized approach

Personalization is a much-discussed topic in email marketing. First and foremost, one thing is important: the data required for personalization must first be collected - either through web forms or tracking. Either way, the recipient's consent is required. If they have given their consent, there is nothing to stop you addressing them by name in an email - with as few errors as possible. Ultimately, however, it is always the content that must suit the recipient. If an email really appeals to the recipient, personalization can also lead to higher click rates.

4. clear, responsive design

The design should also be appealing - preferably in the corporate design in order to have a recognition value. The clearer the layout of the mailing or newsletter, the easier it is for recipients to find their way around and know where to click. It is therefore advisable not to overload the layout and rather link to further information. It is also important that emails are displayed optimally on all devices, including mobile devices. With a Email marketing software the responsive design can be displayed for the various devices using the preview function. An integrated webview link also allows each email to be opened in the browser view.

5. attention-grabbing images, video and audio formats

It is said that a picture is worth a thousand words. In addition, suitable images attract the recipient's attention to the respective content and therefore lead to higher click rates than text-only mailings. Images and graphics should reflect the corporate identity of the company. Large-format images that visually emphasize the content are best. The ideal ratio is: two thirds text, one third images. Attractive preview images for linked video or audio content also ensure good click-through rates.

6. interaction and information through links

Speaking of links: Links are a good way to offer the recipient further information or lead them directly to the destination - such as the online store or contact form. Readers can immediately share the content with their community via integrated social media icons. In this way, companies not only increase their click rates in emails, but also the interaction rates in social networks. What's more, they can easily track the clicks on all links with email marketing software and thus draw conclusions about which content, formats and channels appeal most to recipients.

7. one call-to-action per email

As great as the potential of links is to increase the click rate, caution is still required: Too many click options can lead to the recipient being overwhelmed and possibly not clicking on anything. It is therefore important to check exactly what the aim of an email is. If it is a newsletter, there may well be several links. In the case of a mailing that is intended to encourage people to download content or register for an event, less is more: in such cases, there should only be a single, clear call to action at the end of the mailing: "Find out more!", "Sign up!", "Download the e-book now for free!". Eye-catching buttons, which unlike images do not have to be loaded in the email client first, lend even more emphasis to the call to action and additionally increase click rates.

8. insightful A/B tests

Classic A/B tests, also known as split tests, are a valuable tool on the way to the perfect mailing or newsletter. They allow email elements, such as the subject line, content or call-to-action, to be varied and compared with each other based on the click rates achieved. This allows companies to determine which mailing variant is best received by the recipient. With email marketing software, A/B tests can be carried out and evaluated automatically.

And: Did it click?

Regular monitoring of email marketing KPIs not only helps to continuously improve mailings and newsletters for recipients. It also provides important insights into which adjustments work very well and which only work to a limited extent. The subject lines, posts or call-to-actions with the highest click rates serve as a guide: companies should therefore use the most successful measures directly as a template for future emails.

The free e-book provides more practical tips "Successful email marketing in B2B"including the infographic "All email scenarios in the world".

* Martin Philipp has over 20 years of experience in online marketing and digital sales of sophisticated products and solutions that require explanation. He is co-managing director of SC-Networks, manufacturer of the marketing automation platform Evalanche, and responsible for new customer acquisition and customer enthusiasm.