Opens but no clicks: Writing emails that convert

The trick is figuring out what you’re doing wrong since it could be any number of blunders. That’s where user testing comes in.
You have a curated email list with tons of high-value targets. And you’ve gone through all the trouble of creating and sending out intriguing emails to your subscribers. The analytics on your end indicate that…

You have a curated email list with tons of high-value targets. And you’ve gone through all the trouble of creating and sending out intriguing emails to your subscribers. The analytics on your end indicate that recipients are receiving and opening your emails—that’s always a good sign. But sadly, even after all that work, the click-through and conversion rates are still pitifully low. Now what?

According to Mailchimp, the average email click-through rate across all industries is around 2.62 percent with a 21 percent open rate. If your figures are lower than the industrial benchmarks, your email campaign is desperately missing something. The low email click-through rate (CTR) could be for any one of these reasons:

  • The call-to-action message isn’t clear
  • Emails are going out to the wrong people
  • You’ve not personalized the emails enough
  • Recipients lack the incentive to click on links
  • You’re sending emails at the wrong time
  • The content layout is poor
  • Emails have too many links
  • The email’s tone is all wrong
  • Every email goes straight for the sale
  • You’re using too many stop words
  • The email content is giving away too much information

This list goes on and on. And worse of all, just one of these mistakes is enough to prevent people from following links in your email. Yes, email marketing is that sensitive. The trick is figuring out what you’re doing wrong since it could be any number of blunders. That’s where user testing comes in.

Email testing with EasyUserTest

User testing will help you understand why your marketing emails have low click-through rates. EasyUserTest is dedicated to providing marketers and product designers with actionable test insights from the consumer’s standpoint. An insightful user test takes only three simple steps:

  1. Send us your email or its screenshot
  2. Tell us what you want to test (entire email or part of it)
  3. Get qualitative feedback from an audience of up to 200 testers within hours

You can test the entire email campaign, pit multiple email variations against each other in A/B tests, or measure what impact the email content has on its readers. The choice of test depends on your goals and where you are on the marketing journey.

Our unbiased user test will essentially tell you everything the audience likes or dislikes about your marketing emails, which in one way or another determine the recipient’s willingness to click on links and buttons in the email. From there, you can tweak the outgoing emails accordingly to ensure each hits its mark. The tweaks will all depend on the test results, but here are some helpful email marketing tips you might want to apply anyway:

  • Update your email list to include more relevant targets
  • Optimize the email content to pack the right punch
  • Rework your entire email marketing strategy to create a more elaborate goal-oriented customer journey
  • Trim unnecessary distractions from the email’s content
  • Add more visuals and minimize text
  • Redesign the email layout with accessibility and usability in mind
  • Write more personalized or targeted messages
  • Embed a sense of urgency in every email
  • Write more concise messages
  • Work on the timing and scheduling

User testing is the first step to fine-tuning your email campaign for the maximum email conversion rate. Don’t let all your hard work sit idly in a customer’s inbox. Find effective ways to encourage email clicks by first understanding the ideal persuasion techniques that work on your audience. Testing your email campaign will save you a lot of time, money, and guesswork by pointing you in the right direction to success. Create a free account today and start testing.

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