MarketingSherpa – Email Marketing How-to: Overcome 3 common errors to increase clickthrough
SUMMARY: Email is the most effective strategy used by marketers, but some errors are all too common and could be dragging down your clickthrough rates.
A recent MarketingSherpa webinar sponsored by Lyris, “How Overcoming 3 Common Errors Increased Clickthrough Rate by 104%,” lays out actionable ideas for correcting common mistakes and increasing email clickthrough rates.
by Courtney Eckerle, Reporter, MECLABS
Subject lines are overwhelmingly the most tested email element, with 72% of marketers testing them, according to MarketingSherpa’s 2012 Email Marketing Benchmark Report. However, only 35% found it to be an effective element to test. A disparity between testing and effectiveness is not uncommon, and Jon Powell, Senior Manager of Research and Strategy, MECLABS, asks, “Is that because subject line testing isn’t effective, or are there better ways to do it?”
In a recent MarketingSherpa webinar, which can be viewed in full below, Powell and Daniel Burstein, Director of Editorial Content, MECLABS, identified some of the better ways to create and test your email marketing, without the errors that could be holding your clickthrough rates down. This webinar was broadcast for free thanks to a sponsorship by Lyris.
Error #1: Macro distortion
“The funnel” model is broken, according to Powell. “It simply states, ‘hey, if we just stay out of the way … just plug the holes, they’re just going to fall right into our carts, right into the call-to-action. … All we have to do is stay out of the way, keep them moving in the right direction, and everything is going to work out.'”
This method doesn’t stand up to testing, and Powell believes it leaves much out of the equation — for example, it assumes a trust between company and consumer that simply isn’t there anymore.
“The funny thing is when you take all of these things and put them together — the exaggerated benefits, the empty promises, the artful disclaimers — what you’ve got is gravity. People aren’t falling into your funnel, they’re climbing up it. What are they climbing against? Their own skepticism,” he concluded.
A system of cynicism revolves around email in general, and “to the prospect you’re trying to reach, it is not one step and done. It’s multiple steps.”
Is the email worth opening?
- Is it worth reading more than a few seconds?
- Is this email worth looking at any deeper?
- Is this email worth clicking on?
Want to check out the who’s who and what’s what of email marketing?
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