Boosting Email “Clickability” and Client Satisfaction

If you use email marketing, you understand the importance of an engaging, targeted subject line.

Without one, your email has a very small chance of getting opened. After all, we're bombarded with communications every single day. You have to stand out.

However, even if you come up with killer copy for your subject line, your job isn't finished. You still need to engage your target audience and get them excited about your communications. And the best way to do that is to make your emails “clickable.”

“Clickability” is simply how much your email inspires the reader to “click-through” the link inside it. This engages them beyond just reading the email. It brings them further into your client's world, increasing the “know, like, and trust” factor. And ultimately, they should spend more money.

And we all know how much clients like boosting the bottom line!

Beyond that, Google has included clickability in its algorithm for discerning which emails make it to your inbox! That means the more engaging your emails are, the less likely they are to be flagged as spam.

So, here are a few strategies that will give your click-through rates a boost and help your emails get the results they deserve. You’ll impress your clients so much they keep coming back for more.

Share Fascinating News

Ever have a friend send you an email or a message through social media to tell you about an article they loved? Getting you excited to check it out without giving too much away?

Well, you can employ this tactic to boost clickability in your emails. If you build mystery around a relevant link and profess the benefits of checking it out, your readers won't be able to resist finding out what's “behind the click.”

For example …

Dear {First Name},

You've no doubt heard a lot of “myths” about copywriting throughout your career …

Especially when it comes to SEO.

“Keyword phrases are in!”
“Keyword phrases are out.”
“Your articles need to be a certain length.”
“Articles don't have to be a certain length.”

It's enough to make your head spin.

Well, I recently had a conversation with an Expert SEO Copywriter who gave me the “what's what.”

And to be honest, I was floored by what she deemed reality vs. myth.

(One of her declarations allowed me to nearly double my fees.)

So, if you're sick and tired of hearing conflicting opinions and just want to know the truth …

Click here to discover which myths she's debunked, and how that could boost your business. [link]

Does that inspire you to click? Your readers will feel the same way, so long as you hit those hot buttons of “self-interest” and “curiosity.”

Introduce a Problem

A simple, surefire way to get a click in your email is to hit your prospect over the head with a pressing issue.

This goes along with the “Problem, Agitate Problem, Solution” formula Dan Kennedy recommends. Your copy agitates the problem introduced in your subject line and headline, getting the reader to nod their head along thinking, “Oh my gosh, I am doing this and I shouldn't!”

After you've agitated it enough, you offer the solution behind a link. They'll be so anxious, they can't help but follow through.

Here's an example of what I'm talking about …

Dear {First Name},

You put a lot of work into crafting powerful subject lines.

You understand what keeps your target reader up at night …

Know the company you write for inside and out …

And spend hours coming up with seemingly “effortless” hooks …

All so your client can get killer results and reach more customers than ever before.

The problem is, your emails may not even be making it to prospects’ inboxes.

You see, Google has started using another “stat” to determine whether your emails are spam or not.

Meaning your email may be discarded no matter how great your subject line is.

Potentially losing you the trust of your most loyal clients.

If you want to get the results you deserve …

And keep your clients spending their money with you …

Find out how you can guarantee your emails get in front of your prospects here. [link]

This email puts that fear front and center and offers a solution, so long as you click the link. A win-win for you and your prospect.


Have you ever read a book that's a total page-turner? Builds up the tension so well you can't put it down? (For me, The Hunger Games was like that.)

You can harness that power of story in your emails, as well. And there are a few ways to go about it.

You could start the story and put the ending behind a link … give a compelling synopsis and link to the full story … or tell the entire story and follow up with your expert advice related to the story behind that link.

Here's one example from master marketer Perry Marshall using a compelling and relevant synopsis to draw you in …

Many times in life, you sort of “fall into” things that later become super-important. That's how it was for me. One day, my boss, Mike, had gotten a really great publicity opportunity with a magazine — they wanted him to write an article for them — and he was cursing because it was consuming all this time. By the time he finished it, he swore he'd never do it again and he sort of joked to me, “Perry, if you ever want to write a magazine article, I'll pay you 500 bucks just so I don't have to.” That was the beginning of something big — in fact, it led to over 100 pages of press exposure in a single year. We were the roaring mouse. People thought our tiny company was *much* bigger than it was. Here's the story … [link]

As you can see, you get a taste of the story to come, which is filled with self-interest and curiosity for the reader. After all, what business owner doesn't want to get paid AND get huge exposure?

Become an Email Champion

With all of the hard work you put in, your emails deserve to be read. Don't let them fall by the wayside due to surprise new algorithms by Google.

If you implement any of these strategies, you can almost guarantee your readers will interact with your emails. Not only improving engagement and your response rate, but keeping the files away from spam folders also.

This will make your clients happy, and allow you to command top dollar for your services.

This article, Boosting Email “Clickability” and Client Satisfaction, was originally published by Wealthy Web Writer.

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Average: 4.5
Published: January 28, 2015

3 Responses to “Boosting Email “Clickability” and Client Satisfaction”

  1. Many clients do not know that Google is rating clickability in their spam algorithm. Is there a source within Google that we can quote to prove that statement?
    Having proof that Google is indeed judging clickability would give us writers more authority. This is a critical piece of information and we need to impress this upon our clients who may not want to accept the idea.


  2. Boosting Email “Clickability” and Client Satisfaction, By Robert Rice is awesome!
    I recommend this short, informative article for anyone considering email/direct mail as a career option.


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