Chamber Pros Insider Tip #127
Guess what? Norma is going to be a Nonie (grandma). She says I will be a Papa.
I am actually much too young for this. I am still just a kid, myself.
But if I have too…Then it’s time to buy a drum set as a gift for the little one, I am thinking : )
Are you a GrandMa or GrandDad yet? Tips for us?
On to today’s Chamber tip
When you send email you generally want a few things.
The first, and most important thing, is to get the email opened. More and more, that requires a great subject line and good timing.
If it doesn’t get opened, you wasted a lot of time.
Once they open the email you want them to read it and, hopefully, act.
That action is usually clicking through on the call to action (CTA).
Here are some tips on making that happen more often…
The Rest of This Tip is Members-only
First, if your email is really long and has dozens of CTAs’, chances are your opening rate and click through rate will be low.
People don’t have time to search for things that “might” be of interest.
They also don’t act if presented with too many options.
You may feel good about sharing everything under the sun that the chamber is involved with or knows about but if relatively few people open it, what’s the use of writing it?
A click through rate of less than 20% (for a chamber) would be a cause for great concern. Anything over 40% is cause for joy.
Now, let’s say that once they open your email you want them to do something, register for your golf tournament, for instance.
You wouldn’t include that important CTA along with 30 other links.
When you have an important ask, you include just that one link. It’s yes or no.
For instance, this email below, had one purpose, getting people to register for the Facebook group for the new course.
The boxes (blue with # and %’s) show the percentage of people clicking on that particular link or CTA.
Every single one of those links went to same place.
Notice how some people clicked on the first available link? Other’s wait for the second. Or third. A few got all the way to bottom to click on the button.
Here are the results of this email. It had one job to do. Get action. It did.
Today’s Insider Tip: When you want a high click through rate (meaning you want action), your email needs to include one topic and one topic only. It’s a yes or no response. You need to have multiple links (CTA’s) and a button. The email should be one column for mobile devices.
What do you think? Are you doing this? Please join in the discussion on this topic.
P.S. Congrats to those that registered. Let’s do this…