Well-placed call to action links are the bread and butter of email marketing. Ideally, you want a lot of your readers to click the links in your messages and to take action once they arrive at the landing page you linked them to. Note: Studies show that placing 6 to 10 links within an email message will generate the highest number of clicks.
Unfortunately, not everyone who clicks your email links is going to take action. That’s okay. There is still quite a bit of valuable information you can learn from those clicks…if you have the right analytics setup and are willing to take the time to follow up with those clickers.
Here are just a few things you can do to get more from your click-through data.
• Send a follow-up offer—If someone clicks a link but doesn’t take action when they reach your landing page, that doesn’t mean they aren’t a serious buyer. It could just mean the offer wasn’t right for them or they’re just taking a little more time to consider making the purchase. Don’t just let these inactive clickers slip away so easily. Send them a follow-up offer. Make the follow-up offer more compelling than the first one. This could be labeled as a “second chance” or “last chance” offer to really increase the offer’s importance and time-sensitivity.