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Why Are People Opening My Email But Not Clicking Through To My Site?

This is a guest post courtesy of Elizabeth Alton of Reachmail ( Enjoy the read!

Email marketing is a highly effective way to drive traffic to your website if done correctly. But unfortunately, there are several wrong ways to do it. Perhaps your messages are getting lost in the shuffle, or people are opening it and not taking the desired action. If your business is using email marketing to engage with customers and you’re experiencing high open but poor click through rates, you could be falling into one of the following traps. Here are some reasons your customers may not be taking action and how to address the problems.

Your subject line suggests something big, but the email itself falls flat
We all understand the importance of a good title. Chances are you spent significant time deciding on a compelling title for your newsletter that would entice customers to actually open your email. But is what you’re offering in your compelling title coming across effectively in the copy of your newsletter?

For example, let’s say that the title of your email is “Five tried and true ways to get more customers today.” Compelling, right? Then the potential customer clicks through onto the message itself, and it contains generic, vague statements that don’t really add value. The customer gets annoyed and chooses not to click on your website. If the goal of your email marketing campaign is to drive traffic to your site, you want to make sure the copy of your newsletter is as compelling as the title. Focus on delivering high value content, messages that are clearly geared toward your audience, and ending with a strong call to action. If your copy is failing on any of these three points, consider working with a copywriter to strengthen your overall approach.

Your email newsletter is not well designed
You hired a professional designer to create your newsletter. It’s fancy, it’s beautiful. But is the design simple and effective? Does it provide a clear path to your website for customers? If the link to your website is embedded in a remote location of your newsletter, then you may want to consider redesigning it for your next campaign.

Think about optimizing your newsletter in the same way that you’d approach your site: the main call to action (which is usually clicking to your site) should be prominent and easy to execute. Bottom line: customers aren’t going to click through to your website if they cannot find the link to it, no matter how pretty the newsletter looks.

Your email newsletter has too many links
A fundamental rule in email marketing is not to bombard potential customers with too many links. The internet has a number of great resources to share, but if you are truly interested in getting customers to click through to your site you need to minimize the amount of links you share in your email newsletter.

Think about too many links as visual noise that can distract customers from the main objective. It’s fine to include some resources, but make sure your website is the primary focus. After all, the goal here is to market your business.

Your content is stale
When is the last time you updated the content on your website? If you’re not getting the click-through rates you want on your email marketing campaigns, it could be because your website content is stale. If potential customers visit your site and notice that there have been no new posts for a few weeks or months, they may be unlikely to return. Make a commitment to provide fresh, exciting content for customers, and your click-through rates will soar.

Email marketing can be tricky, but if done right it is an extremely effective way to engage with customers. If people are reading your messages but not taking action, consider making a few tweaks to your campaign for the next round of newsletters.

About the Author: Elizabeth Alton is a freelance business and technology writer for Reachmail. She covers trends related to small business, entrepreneurs, and the evolving digital landscape. Connect with Elizabeth on LinkedIn and Google+