Content Marketing: Increase email newsletter click through and CTA conversions using testimonials

So how can you increase the click through rate and conversion from your email newsletters ? In simple terms how can you increase the chances of your subscriber taking that next step you desire them to do by clicking on that button or link or call you after reading your newsletter ?

Content Marketing: Increase email newsletter click through and CTA conversions using testimonials - 2014-content-marketing-trends

Newsletter is one of the best ways to keep your audience engaged with a continuous feed of good quality content. As per the research done by the Content Marketing Institute, It is in the Top 3 as a tactic used by marketers in both B2B and B2C industries.

At the end of the day, the end goal of any content marketing tactic is to be able to get more traffic to your website, get more conversions, and get more qualified leads. There are many things you can do to make your newsletter more engaging. In-fact you have experts who have articles like 100 different things you can do to make your newsletters work better for you. I love all of those suggestions, and i would recommend you to follow them because they are all good. The only thing i have for you is …

Add Testimonials to your Newsletter !

Embedding  snippets of your customer testimonials in your newsletters makes your CTA (calls to action) more credible. When i say testimonials, it includes any of these  – logos, customer names, quotes, stories, spotlights, case studies, videos, photos, reviews,  infograhics,  trending charts, metrics, etc, etc. A dash or pinch of your customer’s vouch adds the much needed credibility to whatever you are trying to say to extra convince your reader/subscriber to take that next step. Test it out !

I have a very good example that  i was really impressed with. Its from the B2C segment this time.

Content Marketing: Increase email newsletter click through and CTA conversions using testimonials -best practices - the bridal photographer example

The Bridal Photographer

His Newsletter has a lovely set of testimonials from his past clients. Those photographs make anyone click on those links to find out more. I am sure if you are his target audience – i.e guys and gals planning for your wedding, you will pick up the phone to call !

Just a word of caution – Two things that you should pay attention to while choosing your testimonials would be

1. make sure your testimonials are real, and look and feel like one

(read this to know more  Best Practices : How to keep testimonials real, and reasons why not to fake them)

2. make sure the testimonials you choose are as much relevant as possible to the context of  you CTA (calls to action)

(read this to know more  Best Practices: Contextual testimonials – examples of features pages that rock )

Content Marketing: Increase email newsletter click through and CTA conversions using testimonials - best practices with example - the bridal photographer

Bonus Tip: David has the luxury of picking photos from his awesome collection. Of-course, he is in the business of photography. But that does not mean that other businesses cannot get some beautiful “real life” photos of their customers. I am 100% sure that your customers will not mind sharing their good moments ! Inherent human desire to share images is the foundation of many successful companies today.  Facebook, Instagram, Pinterest, Whatsapp, Flickr, etc, etc …. to name a few 🙂

Test your next newsletter with the best of your testimonials and see what happens. please share your experiences by commenting below

thanks, anupam

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anupam_bonanthaya_customer_rivet_founder_ceo

Anupam Bonanthaya is an experienced Customer Success Marketer and the Founder of CustomerRivet – The Social Proof Marketing Experts

Rivet.ly – Hosted Our-Customers Page

Get More Leads and More Conversions by Optimizing the use of Testimonials, Success Stories, Case Studies, Videos, Reviews, Customer Photos, Tweets, or any other Social Proof, in your Marketing.

Ask for a Demo today to see how it can help “Transform Your Customer Success Marketing”. OR Contact Anupam Bonanthaya via LinkedIn

………………………………………………………………..

see more ideas on getting more leads from your content marketing using testimonials

1. Email Marketing: Testimonials help increase click through rate, get more CTA conversions.

2. Content Marketing: Testimonials help increase blog conversions, and get more leads.

3. Landing Page Optimization: Design success story and case study pages for conversion

4. Best Practices : A-Z customers – examples of cool our customers page

5. Best Practices: Hero Image Testimonials – Examples of Cool Home Pages

see also

1. 24 Newsletter Content Ideas by Christina Walker at Writtent.com

2. 21 Great Ideas For Your Next Company Newsletter by Belinda Weaver

Email Marketing: Testimonials help increase click through rate, get more CTA conversions.

Email Marketing: Testimonials help increase click through rate, get more CTA conversions - Best Practices with Examples

So how can you increase the click through rate and conversion from your emails ? In simple terms how can you increase the chances of your recipient taking that next step by clicking on that button or link after reading your email ?

Email as a marketing tool is still very much alive and kicking, in-spite of the exponentially growing clout of social media. The primary reason for this is the fact that the first thing that everyone does in the morning is checking their emails !!

The smartphones and tablets have made emails even more important because now you can access them 24/7. Not everyone checks their Facebook or Twitter pages multiple times in day, but that does not apply to their emails.

Emails are no longer recommended for cold mailing though (also called spamming), but they are highly recommended for engaging customers to take the next steps – whatever is the desired CTA (calls to action).

Emails can be used to achieve goals like more usage/adoption in a SaaS/Subscription business, or more purchase/reduce abandonment in a retail/eCommerce site, or even take your customers through the lead maturing steps. Whatever is the end goal, emails serve as an effective way to help in the conversion of your customer.

It is very effective when the goal involves getting  the customer back to your site because with emails you can go to them, to their inbox, to bring them back to you, unlike any other channels.  This is also called a drip campaigns or drip marketing, and most email marketing tools have features to setup and manage the emails and the auto-responders.

There are many articles where email marketing experts tell you the 100 things you can do to improve the conversion from your emails! I would definitely recommend you to read all of that because they are all good suggestions 🙂

After you do that, I just have one suggestion for you – embed testimonials in your emails ! Add snippets of your customer testimonials in your emails. When i say testimonials, it includes any of these  – logos, customer names, quotes, stories, spotlights, case studies, videos, photos, reviews,  etc, etc. A dash or pinch of your customer’s vouch adds the much needed credibility to whatever you are trying to say to extra convince the recipient to take that next step.

I have a couple of good examples from Vocus today.

(disclaimer: i am in no way associated with either Vocus or any of their companies showcased here. Neither am i paid by them for mentioning them as a best practice)

Example 1. PRWeb (a press releases company)

The welcome email from PRWeb. I need to admit that the customer testimonial with the photo and the compelling quote is very engaging, and definitely tempts you to get started in using PRWeb’s press release services.

Email Marketing: Testimonials help increase click through rate, get more CTA conversions. - Best Practices with Examples - Example of PRWeb - Vocus

Example 2: iContact (an email marketing company)

The Download whitepaper email from iContact. The customer testimonial idea is good and makes it interesting.

Email Marketing: Testimonials help increase click through rate, get more CTA conversions. - Best Practices with Examples - Example of iContact - Vocus

Bonus Tip: If  there is something i would like to change here – there could have been a better choice for the actual customer and quote used because Chris here is talking about how good iContact is as an email marketing tool, and he is not talking about the “10 rules for successful email marketing guide” that this email was about.

See my other posts from our best practices series

Content Marketing: Testimonials help increase blog conversion and get more leads. (Best Practices with Example)

Best Practices: Testimonials that Convert – Example of a Success Story Landing Page Optimized for Conversion

Best Practices: Contextual testimonials – examples of features pages that rock

Best Practices : Keep them (testimonials) real – reasons why not to fake it

Best Practices : A-Z testimonials – examples of cool ‘Our Customers’ tab

Best Practices: Hero Image Testimonials – Examples of Cool Home Pages

Summary: Embed customer testimonials in your emails to increase the click through rate and conversion rate from your email marketing campaigns. But make it more relevant by using testimonials that are contextual to the topic of the email.

Please share your experiences and opinions via commenting. If you think this will be valuable to any of your friends, please share.

thanks, anupam

……………………………………………………………

anupam_bonanthaya_customer_rivet_founder_ceo

Anupam Bonanthaya is an experienced Customer Success Marketer and the Founder of CustomerRivet – The Social Proof Marketing Experts

Rivet.ly – Hosted Our-Customers Page

Get More Leads and More Conversions by Optimizing the use of Testimonials, Success Stories, Case Studies, Videos, Reviews, Customer Photos, Tweets, or any other Social Proof, in your Marketing.

Ask for a Demo today to see how it can help “Transform Your Customer Success Marketing”. OR Contact Anupam Bonanthaya via LinkedIn

………………………………………………………………..

 

See also

1. Email Hacking: Improving Your Conversions With Every Email

2. Testimonials: The Ultimate Social Proof for Email Marketing

3. 21 Autoresponder Ideas to Grow Your Business