A question I always ask my clients is…
“How many subscribers are reading your newsletter and clicking through?”
(The link in your email should be your ‘call to action’ and it’s only effective if your visitors are clicking on it.)
And you know what the response is nearly every time?
“I don’t know Tyler!”
And that response isn’t good enough… You want to know why?
Sure we can send the emails as a HTML newsletter or broadcasts so we could measure the ‘open’ rate. But many people want to stick with text emails for S-P-A-M reasons. We all know text emails breeze through S-P-A-M filters.
So let me ask you a question… “How many subscribers are reading your newsletter and clicking on the ‘call to action?’”
We just got done testing one of my clients email marketing campaigns and noticed their click-through rates were a miserable 0.83 Percent. We send an email roughly every other day and these numbers were consistent over a two week period.
To put it more simply… We were sending a broadcast to 12,000 people, and only 100 people actually clicked through to the clients website.
When we saw those numbers we knew we had to jump into action. We tried three different variations of emails we sent out.
Email #1: one link in the email at the bottom driving them to the website
Email #2: one link up top and one at the bottom
Email #3: a short teaser email with a link back to the site
Which one do you think outperformed the rest?
Email #1: A 0.83% click-through rate bringing in little to no sales
Email #2: 2.1% click-through rate
Email #3: 14.3% click-through rate bringing a huge increase in sales!
Now for the good news. Those numbers will only go up from here as we will always be testing EVERY email we send out. Our goal is to get over a 22% click-through.
If you get over a 10% click-through rate then you are doing good and anything over 20% is phenomenal.
And even better news for you… I’ve laid out exactly how we test each email step-by-step below:
- In 1ShoppingCart set up an ‘AdTracker’. Name it the date – type of email with the number of characters in the email – page we drive them too (Ex. “12-01-09 – Teaser 456 Char. – Blog”)
- Next we set up a redirect through our website instead of using the AdTracker link so it looks like it’s coming from our website.(If you want to learn how to setup a redirect visit http://www.everythingwebbased.com/affiliateredirect.html. This is for our affiliates but just change Insert-Your-Affiliate-Link-Here with the AdTracker link)
- Upload the new redirect page to your server
- Put the link to the new redirect page you just created in the email.
Now you may be asking, why do I want to track this through the shopping cart?
Well the answer’s easy.
In fact, I am going to give you the exact excel spreadsheet we use to track each email.
Click Here to download the excel spreadsheet.
Remember, you should always be working on ways to make your emails campaigns more effective. Keeping track of all my clients email campaigns allows us to immediately see what’s working and improve what’s not, which leads to more money in the pocket.
Leave your comments below
and let me know what you want to learn next.
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