Increasing click-throughs from e-mails | Social Media | Consultant Launch Pad Community Forum

In the credit-card business, we were always told that "choice suppresses" by the marketers.  That means people tend to decide to do nothing when confronted with a variety of offers.  One of the best ways to increase click-throughs (i.e., people who go from reading your message to "doing something" such as responding back or actually buying) is to make a specific offer or request (e.g., a free webinar or download, a link to an article on an interesting topic, an invitation to an event).  This also means that you should offer up a specific time or place for a meeting rather than talking about "getting together sometime soon."

I've found this is difficult to do when you have a lot of products or services to offer and aren't sure which one is the right one for a given prospect or contact, but you need to remember that your immediate goal is to generate a click-through.  And it's probably OK to make a couple of offers in a longer newsletter format, so long as you clearly separate the various elements.

Other things to think about include providing a clear call to action, explaining what they need to do and by when to accept the offer; creating a descriptive, compelling subject line for your e-mail and great headlines in your newsletter; and giving recipients an easy-to-find link that enables them to take immediate action.  The more targeted your message to each recipient, the better.

I think it's also important that you find ways to get your recipient's permission to send your offer and that the person is interested in what you are offering.

Good luck.

Peter