Think about it. There’s only ONE reason you’re sending out your email and that’s to get a response.

Here are 5 sure-fire ways to ensure people start clicking on those emails – all of which are so easy, a child could do it!

1. Make it easy

Easy means EASY to understand and EASY to carry out, whether it’s clicking through to your website, sending a reply email or picking up the phone. So make it clear what you want them to do next. Include clearly clickable graphics with bold text. Include your phone number in big print.

Tell them if it’s a free number or if it’s available 24 hours. Give them as few choices as possible. Just a click-through and ONE phone number; forget about a fax or multiple numbers. And if you’re not targeting overseas customers, then lose the international dialling code. Finally, avoid anything that may confuse people. Confusion kills response.

2. Tell them everything

Write a brief final paragraph at the end of your email text which tells them what you want them to do, clearly and simply. Leave nothing to chance. Never, ever assume they’ll know what to do.

3. Be brief

Keep words, phrases and sentences to the bare minimum. "Call…" instead of "Telephone us on…".

4. Be active and positive

Always use the active tense. “Reply now and get…” instead of “By replying now you get…” “Our customer services team is waiting for your call now!” rather than “Call our customer service team”.

5. Make it urgent

One of the big motivators is the fear of missing out. Give them a deadline when the offer will end. Tell them the price will go up very soon. Say you only have a limited quantity available (and state how many rather than leaving it open). Offer a special ‘no risk’ introductory period or trial (free?) if they reply now – or a free gift. Enter them for a free competition. Say you’ll upgrade them to a better product if they reply now, at no extra charge.

And finally…

Make sure all the other mechanics are soundly in place. So when they click through to your website they’ll arrive at the correct page which also clearly explains what happens next or explains the offer they’ve responded to.

Make sure the people that answer your telephone are well aware of this mailing so they’re ready to respond in the right way. And if you’ve offered them anything special or free, be sure to keep your word. It’s no good having a fab email that works a treat if you lose the sale at the next stage of the process!!