You will hardly be perfect at the start.
Some of your subject lines will earn you no open rates.
And some of your call-to-actions will take no one to click your links.
But that’s fine, you can never know pre-hand if something will work or not, that’s why it is crucial to test a lot and to iterate until you have a working solution.
This is especially important for your sequences, whether we’re talking about the welcome sequence, the product launch/promotion sequence, or the post-purchase sequence.
So...what should we do to optimize sequences?
We should look for lower than average open rates and click rates.
Fixing Open Rates
The obvious solution is to tweak your subject line to be more appealing.
The not so obvious solution is to look to the previous email (if it isn’t the first in the sequence).
Did it build up enough curiosity so the reader actually wants to hear back from you?
Was it valuable enough?
Quick fix #1: Tweak the subject line (testing is king). Quick fix #2: Use the p.s. of the previous email to build-up curiosity so the reader wants to keep on reading your sequence.
Fixing Click Rates
Getting click rates is the most important metric when it comes to your emails.
It means your writing is good enough to get people to take action and sooner or later, there will be sales dripping from your emails.
Let’s break click rates into three different important aspects.
Maintain your reader attention
If your reader is leaving your email before he reaches the call-to-action section, you’re doing something wrong.
You can’t really know if this is the problem, but you can always re-read your emails with low click rates and try to understand if they’re captivating and make the reader want to read line after line.
If that’s not the case, try to understand where you might be losing your reader's attention and replace bland words with powerful and bold words.
One important thing that is a must-have is a good first line and a good last line/ps. Most people will look up to those sentences first before deciding whether they want to read the whole email or not.
Make sure the last one mentions the benefit of clicking forward, and the first one builds up enough curiosity so the reader wants to read the whole copy.
Call-to-action efficiency
Your call-to-action must be good enough to lead people to click, most of the time a good call-to-action is straight to the point and tells people exactly what to do.
A strategy that I love to use is the IF/THEN.
Example: If you’re ready to start making fat stacks of money with email, click the link below.
Another way to make sure our reader clicks on our link is to restate the CTA in the p.s.
P.S. I’ve just updated my XYZ course, and the price is going up soon, grab it now before the price goes up.
Here are three call-to-action examples that earn be above average click rate percentage.
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Curiosity effect
Most emails simply don't build enough curiosity and readers don't feel compelled in clicking the link to know more about the topic you've just written about.
That's why it is extremely important to only tell the WHAT & WHY on your emails and use the "KNOW HOW" as the call-to-action.
Quick fix #1: Reword your first line or last line. Quick fix #2: Change the CTA to something more appealing, benefit-driven, or a more direct statement Quick fix #3: Use your p.s. to make another CTA
Quick fix #4: Edit your email for IMPACT
f you have any sequence in place, head over to the statistics and try to improve the metrics that are below your average.