How To Increase Email Click-Through Rates

Maryka Burger - Tue, October 25, 2016

Personalize your emails based on each recipient’s attributes and interests – without writing code.

Personalized emails generate 6x higher transaction rates, according to Experian Marketing Services.

As a marketer, you probably remember when you received your first dynamic email. For me, it was when a bookseller recommended a novel based on a few past purchases. The recommended book was one that I had already been considering. It felt oddly convenient and personal. I was intrigued.

Now you know the secret behind that personal touch is actually quite simple – it’s dynamic email. You can easily add it to your marketing arsenal with the new dynamic email feature from SharpSpring.

You create one email and then swap out headlines, body text, photos, videos and more, all based on what you know about your contacts. The best part is that there’s no coding required. You get hyper-personalized emails that convert leads to sales.

One Rules Engine, Tons of Power

SharpSpring already allows marketers to build dynamic landing pages that respond to a lead’s attributes. That same rules engine is at work for dynamic email, and it’s simple and intuitive. Send a personalized email and send your leads to a personalized landing page. That’s powerful marketing at work.

Sound Complicated? Not At All!

If you think you’ll need to do a lot of coding to make this happen, you’re in for a happy surprise. Creating a dynamic email in SharpSpring is simple – any marketer can do it. You’ll need to build your email first and decide which parts you’d like to make dynamic. Then, pull up the dynamic menu, create your rules, and you’re done. Click ‘send’ and SharpSpring does the work for you. (And yes, dynamic landing pages are just as simple.)

Get Interested in Email Again

Email marketing is still the most effective, inexpensive tool in the marketer’s tool kit. In fact, that’s underselling it a bit.

The Direct Marketing Association found that on average marketers earn $38 for every $1 spent on email marketing.

Your leads are far more likely to engage with you, and ultimately make a purchase, if your emails address specific things they’ve done, places they’ve been and things they like.

For example, imagine you’re marketing for a major department store. If a lead has previously filled out a form on your site indicating that she’s interested in baby products, she is far more likely to engage with an email offering discounts on strollers, toys and cribs than with a non-personalized promotional email – or let alone with an email about products in which she has expressed no interest.

Take the Lead(s)

Basing your emails on lead attributes is not the only way to use dynamic email. You can also set your emails to automatically change depending on a recipient’s lead score in SharpSpring or your CRM.

For example, a prospect who is still learning about your product but is not yet ready to make a purchase will receive a version of your email featuring something educational (e.g., a white paper). A prospect with a higher lead score will receive a version with a discount offer, since it’s more likely that he is ready to buy.

This is all based on the data that SharpSpring has collected on your leads over time, allowing you to leverage that information and personalize your campaigns like never before.

Get Ready for Email Blast Off

If you are ready get out there and start boosting your conversion rates with emails that adapt to every lead, it’s time to check out SharpSpring. And remember, you can leave your coding skills at home. Want a full demo? Click on the orange “Get Started” button, and we’ll set it up.

P.S. Landing Page Power

Remember:SharpSpring leverages the same rules engine and the same intuitive functions to make your landing pages dynamic. Check out this video to see dynamic landing pages in action.

  • Author: Maryka Burger

  • Maryka has worked across multiple industries ranging from hard news journalism to digital tech companies and advertising. She is an expert at building online presence, and offers a wealth of knowledge on digital marketing, social media and automation trends to agencies and digital start-ups.