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 ?
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.
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 )
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
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. 24 Newsletter Content Ideas by Christina Walker at Writtent.com
2. 21 Great Ideas For Your Next Company Newsletter by Belinda Weaver