Mitch-

How can I INCREASE my click through rate on my monthly newsletter?

-Todd Cohen

Todd

This is a great question.  Thanks for visiting!

I’m going to differentiate here between open rates and click through rates.  The click through rate is all about people clicking on the links in your email to take your desired call to action.  People won’t click through until they open, though, so be sure you’re doing everything you can to get the open rate up as well.

Now, for the click through rate, you need to focus on several items:
1.  Make your content accessible and easy to scan.  If readers can quickly see what they’re interested in, then they’ll click to learn more. If you’re sending out a newsletter, a table of contents right at the top is great to help your open rates AND your click through rates. 
2.  Know your list and make your content relevant to your list.  If you don’t really know the big challenges of your audience, then you’ll have trouble getting them engaged and clicking through.  Do some surveys to uncover their biggest pain points, and then write or promote to those points.  You’ll be amazed at the results.
3.  Keep your email personal.  A short personal note from a person tends to pull readers into the email, which will drive clicks.
4.  If you’re looking for click throughs for promotional emails, make sure everything about your design and copy are driving the reader to take that call to action, to click through.  Of course, don’t forget to think hard about your offer and incentive.  Ask a sample of your readership to look at your email before it goes out.  Ask them where their eye goes.  Is it going where you want it to go?  Are they motivated to click where you want them to click?

Hope this helps,

Mitch

Mitch-

Thanks-I know you have seen my newsletters, so I really appreciate the input.

What is average turnover for a mailing list?  Should I take it personally or panic if people unsub?

-Todd

Todd:
Definitely do not panic if people unsubscribe.  It’s not unusual to see as much as 25% churn in a list in a year. As your list grows older, you’ll see unsubscribes...it’s natural.  Keep in mind, though, that churn comes from more than just unsubscribes:
1. Bounces (typically because people change their email address without telling you)
2. Inactive users - those subscribers who just stop reading your newsletters, but don’t unsubscribe
3. Spam complaints - many people will just click “Mark as Spam” as an easy way of getting off the list

Regarding unsubscribes, it’s a great idea to watch that rate with each newsletter.  If it suddenly increases for an issue, look carefully at what might have caused the spike.

Finally, make it easy for people to unsubscribe.  It sounds strange to hear, but you’d rather they just unsubscribe than become inactive.

Mitch

Good information Mitch!  I will keep you informed.

-TC