BRX Pro Tip: The Email Marketing Metric that Matters
Stone Payton: And we are back with Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, when it comes to email marketing, what is the best way to make sure that it’s effective?
Lee Kantor: Yeah. I think that when it comes to any type of marketing and email marketing specifically, there’s so many different metrics, and it’s really, kind of, honing in on what is the metric that matters. And a lot of folks, kind of, when it comes to email marketing, lean on open rate as the metric that matters. Like how many people are opening the email that you’re sending. And while I think that’s important and that’s kind of table stakes that you want people to open your emails, that means they were looking forward to them, I think a more important metric, when it comes down to actually where business is getting done, is the click through rate.
People have to click on things. Your readers of the emails have to click on things within the emails you send. If they’re not clicking on anything that you are writing about or recommending they go to, then you have a problem. So, you have to figure out ways to increase the value of what you’re saying or sending them to, so they click on something.
So, now, how do you go about increasing the value? I think the best way to way to increase value is think about what it is that you’re sharing and make that information or content so good that they have to click on it. And in some cases, that might make you have to feel a little anxious or uneasy that you’re giving away this much good stuff. And that’s really kind of the sweet spot. You want to feel like, “Man, should I be doing this? Because this is some really good stuff,” and that’s kind of where you want to be when it comes to creating content for email. Because you have to remember, the reason you’re sending these emails is because you want these people to remember you when it’s time to buy what you’re selling. And if you’re not providing enough value, they’re not going to do that.
So, put your value in there and increase the value to the point where you’re feeling uncomfortable. And a little fun fact or a little maybe something that’s surprising that if you add a PS below your name when you’re like, “Thanks for reading,” and then you put your name, and if you put PS, and then put a link in there in the PS, you will find that that has a surprisingly high clickthrough rate. So, try putting in a link there as well.
