Case Study: How to Increase Email Clicks by 679% Using These 7 (Often Overlooked) Tactics

11 Sep 2018

 

We just finished helping a client receive a massive 679% increase in click rates from email marketing. 

 

This resulted in a 104% increase in yearly sales and counting. 

 

The amazing thing about this is that the growth wasn't from a one off email. It was across an entire automated welcome series of 15 emails. 

 

Email 14 was even getting a 21.5% click rate!

 

 

For those that know about email marketing, you know that these are incredible metrics. 

 

Just compare them to the industry average that MailChimp so handily shows us in the image above. 

 

For this industry, the average click through rate is just 2.4%. 

 

So, how did we do it? 

 

Read on and I will show you how we took a welcome series that was doing this...

 

And got this MASSIVE bump in engagement...

 

 

I will also unpack the lessons learnt so you can apply them to your business.

 

Be sure to read until the end as it's the last point that makes a big difference and is something that almost no one does.

 

Project Outline

 

The client is a finance blogger for millennials. He was already doing some email marketing and had a welcome autoresponder in place. 

 

He had set his sites to level up his blog and start to make more profits through affiliate marketing.

 

We were brought on to help maximise the ROI from his email marketing.  

 

Here's how we did it...

 

Increase frequency

 

The email autoresponder he had setup was something he swiped from a well known funnel guru.

 

It was doing pretty well at the beginning of the series but there was a sharp drop in engagement about halfway through.

 

Emails were being sent out weekly which meant people who really wanted to engage with his content had to wait another week before receiving another dose. 

 

We ramped this up to once a day for the first ten emails. 

 

There is a lot of opinions, some backed with research, on how frequently you should email your list. 

 

This article from Entrepreneur states that most marketers (34%) send emails two to three times per month. 

 

The article also looks at how often consumers want to receive emails, with most people (61%) saying they are happy to receive a promotional email at least once a month. 

 

At the end of the day, these stats means nothing. It's all about expectation management on your end. 

 

If you let your audience know that they will be receiving daily emails from you then they will either engage with them or unsubscribe. 

 

If you see a greater rate of unsubscribes then you know not to send daily emails. 

 

We managed expectations by getting people to opt in to receive these daily emails. 

 

People were opting in to receive the bloggers' top ten lessons on how to reach financial freedom as well as a financial toolkit. 

 

So, straightaway we set the expectation that over the next ten days the subscriber will be receiving one email per day. 

 

What happened next was truly amazing. 

 

 

Transitioning from daily to weekly

 

Since he was only producing one blog post per week he was only sending out one email per week to his audience after they had been through the welcome sequence.

 

When creating an automated welcome sequence like this, you want to time your emails so that subscribers aren't going from 100 to 1 mph in two seconds. 

 

If you are receiving daily content that you love and engage with, it will be annoying for that content that you love to just stop. 

 

If you are a small business or solopreneur, you will likely not have the resources to maintain that high a frequency of emails anyway. 

 

This is perfectly fine and expected but looping back to expectation management, you need to manage your audience's expectation on the number of emails they will receive. 

 

One way to do this could be to simply say in your last email that they will now be receiving weekly emails instead of daily. 

 

With this project, after the ten days were up, instead of just pushing subscribers straight into weekly emails, we sent five emails spaced out every two days. 

 

This helped to transition them back into the lower frequency. 

 

The way we did it... copywriting 101.

 

In email 11, we dropped a nice little hook in the form of the temptation of a juicy investment tip that we would reveal over the next few emails. 

 

Over the next four emails we provided them with some super useful content that culminated in an affiliate push on email 15.

 

This worked so well that email 14 received that 21.5% click rate we mentioned earlier.

 

 

If you are 14 emails into a sequence and you are seeing engagement rates like this, you've got an audience that you know you can sell to. 

 

I will let you know how to effectively use hooks in just a second. First, I wanted to make a quick point about this.

 

Technically, emails 11 to 15 were not emails that subscribers had signed up for.

 

By using a hook and resetting expectations that they would continue to receive emails, we were able to maintain a high level of engagement.

 

When it comes to email marketing, a lot of people take the mass marketing approach.

 

This completely disconnects the copy that you are writing from your audience. 

 

To be really effective with email marketing, you need to write for the individual. 

 

Imagine that you are writing an email to one person. When writing, assume that the one person is going to read every last piece of information you send them.

 

If the thought of, "not everybody is going to read my emails anyway", creeps into your head when writing, you lose that personal feel. 

 

You disconnect from your audience and treat them like just another member of the public. 

 

They are here to read what you have to say. The knowledge you supply them is invaluable. 

 

If you write with this level of confidence to the individual, your ROI will skyrocket. 

 

You ready to learn the beautiful art of a hook?

 

By mastering this one trick, you will be unstoppable with your email marketing and any other content that you are producing.

 

How we used hooks to keep people wanting more

 

 

Hooks or what is often referred to as an open loop are one of the most powerful copywriting tools in a marketer's toolkit. 

 

To create a hook, you just have to allude to a piece of information that you will give them later or an outcome they will receive by consuming your content. 

 

The information or outcome needs to be pretty good to do this well. Here are a few examples:

 

  • Save five hours in your work week by undertaking this simple task every morning.

  • Finally get you children to sleep through the night with this remarkable insight.

  • Has your business plateaued? Use this five step system to double your growth.

 

For more examples, check out this blog post. It's written for sales pages but the hooks can be used in any content.

 

This simple little concept has the power to get someone to devour every last bit of information you give them in return for you giving them the secret that you have been hiding. 

 

If you want to learn how to do this well, just pick up a novel, watch your favourite Netflix show or blockbuster movie. 

 

Writers across all these mediums effectively use this technique to get you hooked and consuming more of the content. 

 

Why do you think so many people binge watch Netflix?

 

For this project, we used hooks in three ways. 

 

1. At the beginning of each email to get people to read to the end.

 

2. At the start of each storyline to build anticipation for the affiliate email.

 

3. In one other area that I alluded to earlier and will let you know at the end of this blog post.

 

Each were just important as the other and served their own specific purposes.

 

With each email that you send it's the subject line that gets people to open the email. 

 

But it's the hook that gets people to read the content of the email. 

 

This is why it's so important to plan your emails before writing them. Think about what you want the end result to be of the email. 

 

In this case, it was either clicking through to read a blog post or clicking through to an affiliate offer. 

 

Both of these have a value to them. You can use that value within the hook.

 

For a blog post, the hook could be... Want to learn how I made $100,000 through this investment? 

 

Can you see how people might want to learn about that? 

 

Instead of just including a link to the blog post straight away you can now use the rest of the email to sell the benefits of reading the blog post.

 

You can use this same concept for selling services and physical products as well.

 

Just think about the value that the product or service brings and use that within the hook.

 

Once you have nailed your hook, the next step is to...

 

Create a narrative

 

 

Great storytelling is essential in digital marketing. 

 

The reason why... people don't care about your business and it's products. They care about what you can do to help them.

 

And the best way to tell them is through stories. 

 

Stories help people to emotionally connect with what you are telling them.

 

It helps them to understand why they need to listen to what you are saying and, ultimately, why they need to buy your products or services.

 

So, grab a cup of coffee and take a seat in your favourite reading chair because I have a doozy for you...

 

I'm just kidding but for this project we didn't just use storytelling within each individual email. We used it across the entire series. 

 

Each affiliate offer was built up with a five email sequence that culminated in how the subscriber could receive huge value from the offer. 

 

Since he was already a natural storyteller through his blog, it was easy to pull in some of the core elements of stories he had already told and package them up in email format. 

 

If you are struggling to think of a story that you can tell just think about how you started your business. 

 

People love a success story. And yours is great!

 

Think about what your brand values are.

 

What do you want to achieve in your business? 

 

What have you already achieved?

 

How did you recently help a customer achieve something?

 

These are all stories that you can tell.

 

When it comes to creating your welcome email sequence, just think about how you can convey that story through email.

 

And don't just do it on an email by email basis, create a story arc over the entire series. 

 

This is how you emotionally connect with your audience, keep them wanting to learn more, build better relationships and create more loyal customers. 

 

If you need any help to understand your story then check out this Forbes article that goes into detail about how to tell your businesses story. 

 

The next tactic we used was to...

 

Build authority and social proof

 

There are six core psychological sales principles that you should be using when influencing people to buy from you.

 

Authority and social proof are two of them.

 

What great selling really comes down to is building a relationship with an individual.

 

Part of the relationship puzzle is to establish trust and credibility. 

 

The way we did it for this campaign was pretty straightforward. 

 

When you go to build authority with your target audience, you first need to understand what will demonstrate you as this authority.

 

This is pretty simple as all you have to think about their goals and values. 

 

If you don't already have one, create an avatar for your ideal target customer. Their goals and values should be a part of this. 

 

To establish yourself as an authority, all you have to do is demonstrate that you have what they want, or can help them get what they want. 

 

In this case, we showed them that the blogger had what people wanted. 

 

To do this, we used examples that he had previously shared in his blog.

 

This was really simple for this project as pretty much all of his posts were about how he had tested a strategy and it worked really well.

 

By tapping into this within email, we were able to demonstrate that authority and it provided the social proof needed to make people believe this works. 

 

Once we had this in place, we could focus on driving action...

 

How to get people to take massive action

 

 

All the influence, authority and social proof mean nothing unless you actually get people to take action from the email.

 

In this project's case, most of the action was to get the recipients to read a blog post and sometimes to click on an affiliate offer. 

 

A click might not sound like much, but when you think about it, it is much more than a click.

 

It is a recognition that they trust you and believe in what you are telling them and by clicking on the link, they will receive something of much greater value in return. 

 

The second part of this sentence is what I want to focus on... "they will receive something of much greater value in return."

 

The previous steps of writing great email copy that provides value will build trust.

 

You now need to get the recipient to believe that taking that next action is going to be even more valuable to them.

 

The way you do this is the same if you are selling services, physical products, or digital products. 

 

You need to make them see that by taking that action, you are going to help to transform their life in some way.

 

If you are pushing a blog post, tell them about the benefits they are going to receive by reading it. 

 

If you are pushing a physical product, tell them how this product has helped people just like them receive amazing benefits. 

 

If you are pushing a digital product, tell them about how people are finding success after taking your course. 

 

The trick here is to be specific. 

 

Don't just tell them that their life will be better. Tell them how it will be better. 

 

Don't just say it will save them time. How much time will it save them? What can they then do with that time?

 

By incorporating this into your Call-To-Actions you will get a much higher click rate. 

 

Once you have done this, the next and last lesson will see your engagement rates really skyrocket...

 

Give them a reason to keep coming back

 

This is possibly the most simple thing you can do with your automated email sequences, yet barely anyone is doing it. 

 

It's so simple in fact, that it can just take one sentence at the end of the email to get a huge bump in engagement. 

 

This goes back to the hook principle that I talked about earlier. 

 

What do all great books, TV series and movies have in common?

 

They get people hooked in anticipation for the big reveal. The bigger the reveal the more intrigued people are and the more they will lap up every last word that you have to say.

 

Books and TV series also use the same psychological need that is inside us all to find out about this juicy piece of information at the end of chapters and episodes.

 

This is why Netflix has become such a worrying potential productivity drain. 

 

"I will just watch one episode..."

 

Eight episodes and four hours later you realise you just spent most of your Sunday in front of the TV. 

 

It's because of the hook concept but this time in the form of a cliffhanger. 

 

Right before an episode is about to end, something big happens but they don't reveal why or how.

 

To find that out, you need to tune in to the next episode or read the next chapter. 

 

This can be applied so simply to your automated email series as well.

 

For this project we used one sentence, usually as a P.S. to hint at what people will receive in the next email. 

 

By doing this we instantly built anticipation and desire around receiving that next piece of the puzzle. 

 

So, when it came to receiving that notification on their phone or computer, they couldn't wait to open it and find out about this information.

 

This simple sentence can have such a huge impact on the success of your emails and if you implement it, you will be part of the select few who are seeing the benefits. 

 

Next Steps...

 

This turned into a pretty detailed breakdown of this project. 

 

Hopefully, you are now in a position to create your own effective email sequence that welcomes leads to your business and warms them up to become a customer.

 

Here are the main points again to help you digest the information...

 

  • Use a higher frequency of emails than you might think. As long as you are setting expectations and providing valuable content you will see greater a engagement.

  • Write for the individual who is consuming every last piece of your content. 

  • Master the art of the hook to keep people reading your emails.

  • Use storytelling to really connect with your audience. 

  • Use sales principles like authority and social proof to make you a trusted source of information.

  • Write compelling call-to-actions that sell the benefits of the click.

  • Give people a reason to keep coming back and consuming your emails by ending them with a cliffhanger. 

 

These seven tips will help you to skyrocket your ROI from email marketing. 

 

Do you want to do something similar for your business?

 

At marketpreneurs, we create automated customer journeys that enable you to surpass your revenue goals and remove you from the endless customer chase. 

 

To find out how we can help you, email theteam@marketpreneurs.co.uk or contact us using this form.

 

 

 

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