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14 Powerful Tactics to Improve Your Email Click-Through Rates

People spend a lot of time worrying about their email open rates, but there’s another email metric that’s just as important — click-through rates.



Click-through rates reveal how many subscribers clicked a link in an email, as well as how many times they clicked it. 



What is a good email click-through rate?



This is a tricky question to answer. Email marketing benchmarks vary widely among industries, business size, audiences, and more. 



To better understand small business email marketing benchmarks, we conducted research asking survey respondents to self-report their click-through rates. Here’s what we found. 







While it’s nice to get an idea of how your metrics stack up against others’, I would encourage you to change the way you view email marketing benchmarks. 



Rather than comparing your click-through rates to other businesses’ rates, keep an eye on how your rates improve over time. You’ll learn a lot more about your particular audience by focusing on your own data. 



After all, it’s true that ‘comparison is the thief of joy.’



But, you should know that low click-through rates can tank a product launch, hurt your website traffic, and make your email strategy ineffective.



Want to make sure this doesn’t happen? Try these 14 ways to optimize your emails and get more clicks. 



How to improve email click through rates



1. Stick to one call to action per email



When you’re creating an email, it may be tempting to include multiple calls to action (CTA) in the hopes that your subscribers will respond to at least one of the offers in an email. After all, the more options you provide, the more likely they’ll engage with one of them, right?



Well, not exactly. In fact, this can hurt your click rates rather than help them.



Too many links can distract and overwhelm your subscribers, decreasing click-through rates in your emails. To get optimal click through rates, include one call to action in your emails to focus your subscribers on taking a single action.



In fact, Whirlpool was able to increase their click through rates by 42 percent after limiting their CTA to just one.



In the email below from EOFire, there is one clear call to action and no question of what the subscriber is supposed to do – join the class.







2. Segment your emails



Different people have different interests. So do...
4 Ways to Identify How Your Display Ads Impact Search Ad Performance
As someone who has always been on the agency side of things, I am used to the pushback against Display advertising in Google. The number one reason I hear why clients do not want to use them is that they typically do not perform as well as Search. Of course they do not. The user intent between the networks is completely different.




But just because users are not as likely to convert, it does not mean Display ads are invaluable. There are several ways you can check and see if Display Ads are impacting overall performance on Google, and we’ll be covering four of those methods in this post. The methods involve:

Display-specific Google Analytics audiences
Observation audiences
Google Trends
View-through conversions
Let’s begin.

1. Create display-specific Google Analytics audiences

When you are in Google Analytics, click on the Admin button in the lower right-hand corner of your window. The middle column will be your Property column in Universal Analytics. Click on Audience Definitions towards the bottom of the middle column.




In Audience Definitions, we can create audiences from so many metrics available within Google Analytics. Before you can create an audience in Google Analytics, however, you must have Edit permissions to the property. Click on the red “New Audience” button, and soon you will find yourself in the Audience Builder. With the Audience Builder, and how you have your Display campaigns set up in Google Ads, there could be a variety of ways to build audiences from Display Network traffic. I always have “Display” in my Display campaign names so I can create a Traffic Source audience to include any visits from users who came to my site via a campaign with “Display” in the name.




If you manually tag your Display URLs with a specific source and medium, you can create an audience that way. If you use specific landing pages for your Display campaigns, you can create an audience in Google Analytics from just those landing page visits. There are a variety of ways you can do this. I just wanted to make it clear we can build audiences from our Display traffic in a variety of ways.

Now before you save the audience, you will want to make sure you are adding the audience to both Google Ads and Google Analytics. And this is a trick I learned a long time ago from Amy Bishop. I wanted to make sure she got credit...
Master Email Personalization with these 5 Best Practices

Don't you love getting emails that make you feel like the sender gets you?



Targeting subscribers and sending them personalized, hyper-relevant emails is a great way to better connect with the people on your email list.



It allows you to deliver the right message to people who want and need it most. And the more you can do that, the more likely you are to expand your reach and nurture your audience until they become customers. Not to mention loyal advocates of your brand.



But how can you optimize your emails so you’re making the most out of the opportunity to engage subscribers?



Let’s take a closer look at best practices for personalizing your emails to the right people on your email list.



But first, what's the benefit of email personalization?



By personalizing your emails so they solve your subscribers’ unique problems, you provide immediate value. And the sooner you can do that, the sooner your subscribers will understand what you bring to the table.



Plus, not only do personalized messages lead to more opens, clicks, sales, and engagements, not personalizing messages can have negative impacts, too.



The numbers speak volumes:



SmarterHQ found that 70% of millennials are frustrated with brands that send irrelevant emails.63% of consumers said they will stop buying from brands that use poor personalization, according to Smart Insights.  Retail TouchPoints found that 50% of consumers are willing to share information in order to receive personalized discounts. 



More than a name: A better way to personalize your emails



Personalization in email marketing is so much more than including a first name in a subject line or salutation. In fact, name-specific personalization can rub a subscriber the wrong way—if the rest of the email doesn’t feel tailored to them.



A truly personal email addresses the subscriber’s needs, desires, fears, preferences and other aspects of their personality.



Truly personal emails look at things like:



Which emails someone has opened and clicked through from in the pastWhere on your site they visitHow they originally found you and what inspired him/her to sign up to your listProducts or services they’ve purchased in the past



Or, send personalized emails based on location, demographics, and other criteria that you collect from your subscribers. 



But how do you collect the data...
How to Write Call to Action Copy: 20 CTA Phrases to Get More Subscribers

When you created your sign up form, you probably spent the majority of your time writing the copy and fine-tuning the design.



But how much time did you spend thinking about your call to action (CTA) copy?



If you defaulted to using words like “submit” or “sign up” in your call to action copy, chances are it didn’t take much time at all. But that means you might be missing out on a big opportunity to convince even more people to sign up to your email list.



To help make the most of your sign up form and increase conversions, we compiled our 8 best practices for writing stand-out CTA copy. 



Plus, see 20 unique call to action phrases that you can copy for your own button right now.



Best Practices for Writing Call to Action Copy



1. Be Compelling



“Submit” or “sign up” are so 2012. To really stand out and engage your site visitors, try using more compelling copy.



Check out this distinct and inviting CTA button that vocal coach, Felicia Ricci, used when she sold courses:







2. Keep Call to Action Copy Brief



If it takes long for prospective subscribers to read the copy on your CTA, it won’t bore your readers to tears… but it might bore them to the point where they’re no longer interested in signing up to your email list. Yes, your copy should be compelling, but it shouldn’t be as descriptive as a Charles Dickens novel.



So what’s the CTA copy comfort zone? Typically it’s two to five words. If you have a creative one-word CTA, testing different lengths will be key to understanding what works best for your audience.



Here’s another example from Daily Harvest, which not only includes an engaging CTA, but one that hints at the company’s bread and butter:







3. Use Action-Oriented Words in the Call to Action Phrase



Most CTA copy uses some sort of actionable word or phrase. Even “submit” gives readers a next step to take. But as you think of ways to get more creative with your forms, make sure it focuses on the action you want your readers to take.



Avoid phrasing your copy in a way that presents the incentive, such as “Here’s your whitepaper.” Instead, go for verbs like:



DownloadGetSubmitSendStartTryReserveTakeUpgradeExploreSaveGo 



4. Clearly Explain What They’ll Receive



While your sign up form copy should already explain what people will receive in exchange for their personal information, consider repeating...
7 Simple Steps to Get Started with Segmentation

Email segmentation makes it easy to sort and filter subscribers into relevant groups and send them content they care about. In fact, it’s key if you’re aiming to improve your open and click through rates: Studies show that sending personalized content can result in 6x higher conversion rates.



Yet nearly 70% of brands aren’t even scratching the surface of targeting and personalization.



It could be that you don’t know how to segment your audience. Or maybe you’re not sure what type of content to send them once you’ve sorted them into groups.



If you’re new to email segmentation, we’ll break down the things you need to know to get started.



What is segmentation?



Segmentation is the process of separating your subscriber list into smaller, organized subgroups based on their interests, behaviors or characteristics. Essentially, email list segmentation is the act of taking a list and filtering and sorting your subscribers into relevant groups. 



There’s a million different ways to segment your audience, and they can all help you better target your email sends, which can lead to higher open and click-through rates.



You can segment your list using any subscriber data available to you. But if you’re just getting started with segmentation, you probably want to break up your master list based on at least one of the following data points:



Demographics (age, hometown, location, job, gender)Behaviors (purchase history, opens, click-throughs, website browsing)Interests (hobbies, causes, opinions)Entry point (sign up form, lead magnet, social media)Email preferences (message time and frequency; mobile or desktop)Skill level (beginner, intermediate, advanced)Marketing funnel location (new customer, repeat customer)



For example, if you’re a healthy food blogger, you can create segments based on dietary preference (i.e. vegetarian, vegan, dairy free, etc.). You can do this by asking subscribers to select an option when they sign-up to your list or linking out in your welcome email.







When a subscriber selects “dairy free” as their dietary preference, they will receive a tag indicating that characteristic. 



In AWeber and other reputable email service providers, email tags serve as a label, letting you organize and categorize your contacts. You can’t talk about segmentation without talking about tags.



In the example below, you can...
Modified Broad Match Is Going Away: What You Need to Know
On February 4, Google made another in a series of announcements over the years about changes to the structure of its keyword match types (the last being in 2019). As of February 18, 2021, the phrase match type will be expanded to match to more search queries, and the broad match modifier option—which was introduced in 2010, and which allows advertisers to specify certain words (with a plus sign) that must be included in a search query—will be retired.




Image source

This is a pretty significant change, with upsides and downsides. Today, we'll be covering everything you need to know about this upcoming change, including:

A brief refresher on existing keyword match types in Google Ads.
What is changing now that the modified broad match type is going away.
What Google and the community are saying about the change.
What you can do about it, with five actionable tips on what to do next.
Let's get started.

A refresher on match types

To understand what's happening, let’s do a quick refresher on the existing match types and then compare them to the new match types.

Existing match types (before February 18)

Existing match types in Google Ads include broad match, modified broad match, phrase match, and exact match.

Broad match: With broad match, as long as the search query is contextually similar to the keyword you are targeting, this could trigger your ad to show.
Modified broad match: With modified broad match keywords, you choose specific keywords that are required for your ad to show, through the use of a plus sign. In other words, your ads will only show for queries that contain all of the words you precede with a plus sign in your keyword or phrase. However, order does not matter. Here are Google’s examples of modified broad match keywords:




Phrase match: Phrase match keywords are similar to modified broad in that your ad will show for queries that have your target keywords (in quotations) in the search query, but order does matter. Google had already opened this match type a bit more to consider intent as well.
Exact match: For exact match, you would choose a specific phrase for which you want your ad to show—indicated with brackets. This is (as of 2018) with the exception of functional words within a user’s search query (such as “in,” “to,” and “for”), conjunctions (such as “and,” “but,” and “or”), articles (such as “a...
Email Deliverability Tips to Get Your Message to the Inbox

If you’re just getting started with email marketing, you might be wondering what all the hoopla’s about when it comes to email deliverability.



Whether you’re unsure how it impacts your email success, or if you’re just not convinced it’s that big of a deal, we wanted to help bring clarity to the sometimes puzzling topic. 



Why email deliverability is a big deal



Reason #1: You want people to read your emails.



I know, this one is kind of obvious. Of course you want people to read your emails! But there’s a whole lot that goes into making that happen – and a big chunk of it has to do with email deliverability. 



Unless you pay careful attention to the things that impact your deliverability, the basic goal of getting people to read your emails becomes extremely difficult to attain.



Plus, focusing your attention on email deliverability will help you achieve better open and click rates.



Reason #2: You don’t want to be labeled a “spammer.”



If people mark your messages as spam, that might cause your deliverability to take a dip. When you receive a spam complaint, future emails might end up in the spam folder, too.



Not sure if you’re sending spam? Here’s a telltale sign: you send email content that doesn’t align with what your subscribers expect to receive from you. Or, the majority of your email content is too promotional.



To avoid sending spam, set clear expectations for your subscribers about the email content you send. Then, deliver on that promise.



So, what should you do in order to reach the inbox? Follow some key email deliverability best practices. 



Email marketing deliverability best practices



Tip #1: Ask new subscribers to confirm their email address



The first step to great email deliverability is asking your new subscribers to confirm their intention of joining your email list. 



This process is called confirmed opt-in, or verified opt-in, in which you send a unique link to a new subscriber when they join your list. 



Before adding the person to your list they must click that unique link verifying that they are indeed the same person that owns the email address and requested to subscribe. 







Tip #2: Use a Custom Domain



Want your emails to land in subscribers’ inboxes instead of their spam folders? 



Then don’t send your messages from a Yahoo!, Gmail, AOL, Hotmail, MSN...
How Much Do Instagram Ads Cost in 2021? (+ How to Make the Most of Your Budget)
While Facebook and Instagram advertising work using the same Ads Manager, their respective advertising costs vary. With Facebook being around longer, having more data, and more ad placements compared to its younger adopted sibling platform, we do find that more often than not, Instagram is slightly more expensive than Facebook in some instances. While that is the case, don’t let it deter you from exploring this lucrative and effective visual counterpart in the Facebook ecosystem. With fewer ad placements, increased competition for impression share, you may pay slightly more to use Instagram, but you may also pleasantly see it being much more cost effective than the results you’re getting with Facebook.




Image via Pexels

Paid advertising is a powerful marketing tool on Instagram and complements what brands are able to do in their Feeds, Stories, and Explore tabs. While Reels and IGTV don’t yet have ad placements, we may very well see them added as placement as the platform continues to scale and the need for more impressions comes about. Like Facebook ads, Instagram ads offer advanced targeting and flexibility so as to be accessible for just about any business. If this visual platform is a popular channel for your target audience, you may want to advertise on Instagram. To help you understand the cost, we're going to cover:

How Instagram ads work
What makes Instagram advertising worth the price
Factors that influence Instagram ad pricing
Average rates of Instagram ads
Ways to get the most out of your Instagram ad budget
Read on to learn about the workings, advantages, and cost of advertising on Instagram this year.

How do Instagram ads work?

Depending on your campaign objective, ads appearing on Instagram can have up to 18 call-to-action button options, can link to your website, and give users options to download applications or shop online stores.

You don’t actually even need an Instagram account to advertise on Instagram. Since Facebook is its parent company, all you need a Facebook Business Page. However, it is best to have an Instagram account so you can familiarize yourself with content that resonates best with your target audience and complement and amplify your organic Instagram marketing efforts.

To set up Instagram Ads, use Facebook’s Ads Manager to set up campaigns, ad sets where you select your budget, target audience, ad...
Email Split Tests You Can Set Up in 1 Minute

In marketing, sometimes you don’t know what works until you try. Thankfully, with email split testing, you can easily find out what content your subscribers prefer and send messages that get more opens, clicks, and sales.



Too often, people focus almost exclusively on subject line split testing. They optimize their subject lines and boost open rates. However, they rarely split test the content inside their emails.



This is a big mistake. After all, a high open rate doesn’t matter if subscribers don’t read the content inside your email and take action.



There are simple email content split tests that can have a big impact, like these 9 easy split tests below.



Email split test #1: Headline vs. no headline



Does having a bold and colorful headline at the top of your email content grab your subscribers’ attention and keep them reading?



To find out,  send two emails — one with a eye-catching headline and one without a headline.



For example, let’s say you’re a fitness blogger, and you’re sending an email about the five stretches you recommend before a workout. You could run a split test with one variant that has no headline and one variant with a headline at the top of the email content that says, “5 pre-workout stretches to prevent injuries.”



Headline vs. no headline



Pro tip: Like the email template from the example above? It’s called Wane Light and you can find it in your AWeber account. (Don’t have AWeber? Try AWeber free.)



Email split test #2: Personal salutation vs. no salutation



Do your subscribers like to feel that your emails were written specifically for them? Run a split test to find out!



Try using their first name in the salutation of your email (for example, “Dear John,” “Hi John,” “How’s it going, John,” etc.) and see if you get a higher click-through rate. You can also incorporate someone’s name at the end of a sentence or in another natural (yet unexpected!) place in your email.



Personal salutation vs. no salutation



Pro tip: If you have an AWeber account, you can easily add a first name to your email subject line or content to personalize your messages.



Email split test #3: Images vs. no images



Are your subscribers visual people that like images in their emails? Or, do images distract them from your content and call-to-action?



Create an a/b test where one email variant has an image and the other...

Number of Total Worldwide Registered Domains Updated: May 07 2021