Listen, I’m going to tell you a secret to get REALLY high email click-thru, 45%+.
But it’s going to be the most USELESS trick you ever learned.
Years ago, I worked with a Gooroo who claimed to be a conversion expert. When he sent out broadcasts (which was rare, unless he was in the middle of a launch), he would sit on the lazy chair across from me and obsess over the stats in his email software.
In particular, he bragged about his “Click-Thru” which was always very high.
His method worked like this:
He’d send a very short email of about 3 or 4 lines.
The first line would create anticipation about the link, the second line would be the link, and the third would be some qualifier/curiosity motivated line.
He would get 20%+ click-thru rates. So REALLY short curiosity driven emails got the click.
But that’s all he got, curiosity.
Later, I came up with a strategy that would make the click-thru more in the range of 45%.
All I did was to make the third line some really weird quirky out-of-context thing about the content of the page on the other sid of the link
…like, “Oh don’t mind the lizard walking behind me at 1:20 in the video!”
This raised click-thru to the range of 45-50%. But this was in the days of ignorance when improving click-thru stats was a sexy thing I could mention in a Gooroo-style sales letter and sell gay Gooroo eBooks.
Compare this to my friend Ben Settle’s approach…who is the top email CONVERSION expert in the world. a REAL Guru (i know he’d get mad to be called that btw).
Ben places his REAL sales pitch in the body of the email.
Ben’s emails may be between 200-600 words, but everything he wants to say is IN THE BODY of the email.
He places a link at the bottom to either his full sales page or an order link. It doesn’t matter.
Clicks he gets comes from people READY or almost ready to buy. Not from curious prospects.
His reasoning is, he wants to place as FEW STEPS between the opening of his email and buying. Rather than showing 20 or 45% of people who OPEN his email the sales pitch, he shows it to 100% of readers.
In turn, his click-thru-rate is comparable to my Gooroo friend’s SALES rate.
One day, the guy I was working with, decided to give Ben some unsolicited advice.
He wrote him an email saying:
“Ey bro, you should tease your sales letter in your email, then link to the full sales presentation and this way people can see your banners and other affiliate offers around your sales page.”
Ben laughed and ignored the advice.
“Idiot,” he thought.
Now you’d be right (and a little on the retarded Gooroo-Fanboy side) to think the tip about the 3-line emails is a valid one.
See, most Gooroos and their fanboys are obsessed with intermediate stats about their sales progress. Open rates, click thru rates, etc.
But in a recent conversation with Ben, he said something pretty revelationary:
“People are obsessed with click-thru rate and getting more clicks out of their emails. But the money question is, What are your clicks WORTH?
“How much do you make PER click?”
Teasing your sales page in an email will get you more CLICKS but will reduce the number of people who see your sales page, and consequently reduce the number of people who BUY. Ie, raising your click-thru rate REDUCES your buy rate.
That’s why, the REAL selling experts are not interested in their email CLICK-THRU. They only care about the financial impact of every email.
How much do we make PER EMAIL sent per subscriber.
And Ben has a lot more interesting theories about email-based selling. You can read more of his interesting ideas here:
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