PUTTING COMPELLING OFFERS IN YOUR EMAILS
So if CTRs are declining overall, how do you get, for example, a 4% CTR on the same campaign, versus say 1%? Let's look at the four main components that drive click-through rates: List Quality: The biggest mistake we see companies making today is in renting inexpensive lists. Persuasive list sales people convince emarketers to rent their low-cost lists, with promises of guaranteed CTRs and make goods. But these inexpensive lists almost always pull less than 2% and typically under 1%. Our recommendation: rent only high-quality lists, test them first and refine your creative and list selection to achieve maximum CTRs.
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Compelling Offer: Whether value proposition/benefit or incentive driven, a strong and compelling offer is critical to driving high response rates. Always do an A/B split test to determine which approach works best for your target audience - then roll out the best offer to your bulk mailing. In many cases, the best producer may be some combination of both approaches.
Audience Match: A great offer and strong list will fail miserably if your target audience is not an exact fit with the list demographics. To ensure high CTRs, choose as many list selects as are possible to match your target demographic. Secondly, understand the context of the list members and their relationship with the "list owner." The same CFO, for example, has a different relationship with BusinessWeek as she does with CFO Magazine, and may respond differently to emails from each list.
Strong Creative: Many emarketers underestimate the intelligence and patience of their audience, by developing emails that are void of information. Remember, your copy and email design are developed for the 5% who will take action, not the other 95%. Provide recipients with enough information (text and graphics) so they can make a decision to go to the next step in the process.
When all of these elements of your email campaigns are working together, you are bound to see outstanding clickthrough rates. If not, or you try to cut corners to save a few bucks, your campaign is likely to end up costing, instead of making your company money.
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