Keep ‘em Moving!

One of my clients wanted to know if her readers were making their way all the way to the bottom of their newsletter. She obviously wants everyone to read all the articles and she wasn’t seeing the click rates she wanted to the links in the last few articles. So we did a little test on the next mailing and tried two new things. The first was to include anchors that link to articles in the e-mail and the second thing we did was include a few landing pages instead of the whole article for some of the content.

The anchors were set as a table of contents for the readers. The reader can choose the article that is relevant to them and my client can see specific statistics of what articles are getting read the most and who is reading the article. What valuable information to have to help develop content for newsletters to come and to find out who is really engaged in your e-mail campaign.

Adding a few landing pages for extra content made the newsletter feel more concise and clean yet still informative. For her most important articles we included all of the text, but for the others we had “Click here to read more” that linked to a page for the full article. I helped her set up the pages using Delivra’s Email Editor. The landing pages are hosted by Delivra and (woohoo!) this service is included with our base price.

So what happened with the client? She saw her unique clickthrough rate double, granted she added about twice as many links to click on compared to her previous mailings. However, the lesson learned here is, the more opportunities you have to interact with your customers (i.e. the more links you have for people to click, download or share on social media) the better you are going to know your audience’s preferences for content and what gets them moving. How do you get your customers moving? Need some ideas? Call me at 317-269-7442 or Email me at rrewerts@delivra.com.

Rachel Rewerts | Sales & Business Development