We’ve all been there.

Putting time, effort, and resource into crafting email campaigns, series, and newsletters that you’re proud of.

Nervously hitting the ‘send’ or ‘publish’ button. Excitedly watching your open and click-through rates increasing.

But then, nothing. No landing page clicks, no website browsing, no inquiries.

Is there anything more frustrating for an email marketer?

Lack of action post-click can occur due to a multitude of reasons. And it’s important that email marketers dig into these to start producing results they can show off to the wider business. And are reflective of their time, effort, and skill.

To get you started, here are our favourite ways to encourage your subscribers to take action, post-click.

Maintain consistency

Our first tip is an easy one, yet one that is sometimes still overlooked.

Maintain consistency between the email you have sent, and the landing page you link to. Simple!

For instance, if you are sending a promotional campaign for your latest summer dresses, ensure your CTA (call to action) links to this range, and not to a generic clothing section of your website.

This streamlines the buying journey by ensuring the recipient doesn’t then have to explore your website to find the items they originally wanted. And avoids them getting bored, frustrated, and bouncing.

ASOS Email Marketing - Maintain consistency from email to landing page

ASOS Email Marketing - Maintain consistency email and landing page

Offer a personalised experience

Website personalisation is key to maintaining engagement post-click.

In fact, 80% of consumers are more likely to make a purchase from a brand that provides personalised experiences.

Begin by using basic first-name data alongside dynamic content to personalise a web page with the recipient’s first name.

Use demographic data to predict the type of products they may be interested in. For instance, showing different styles of clothing to teenagers compared to adults.

Or use geotargeting alongside dynamic blocks to identify where in the world the recipient is. And offer content based on their weather or specific location.

Email Marketing - Personalisation

Recommend relevant products

Take personalisation one step further by showcasing the products that your recipient actually wants to see.

Utilise browse and purchase history alongside dynamic content to offer highly tailored product recommendations directly on the landing page.

For instance, if the email recipient regularly browses or buys jigsaw puzzles, then show them the most popular puzzles with other customers.

And there are lots of ways to present these suggestions, such as “Recommended for you”, “Trending right now”, and “Customers also bought”.

Email Marketing - Relevant marketing

Showcase social proof

Sometimes a consumer needs a little reassurance when making a purchasing decision.

Today, social proof is an essential part of the buying journey. With roughly 95% of customers reading reviews before making a purchase.

This content has so many benefits for a brand. It boosts credibility and trust, puts consumers in touch with similar purchasers, and can provide additional product insights.

Even better, there are a few different ways that brands can add social proof onto their web pages.

They can include specific quotes from ratings and reviews. They can dynamically populate the page with their latest reviews, even from external websites such as Trustpilot. Or they can use dynamic content to automatically update specific products with star ratings.

Email Marketing - Showcase social proof

Image Source – Boots.com

Utilise FOMO

Brands can expand on social proof and tap into FOMO (fear of missing out) with their consumers.

For instance, dynamic scarcity and popularity messaging can be utilised to promote specific products, showing in real-time how many items have sold, or are left.

Social media is also a fantastic channel to incorporate into landing pages to encourage a sale. You can include dynamic social feeds to show off other customers using their products. Or take a simpler approach by featuring influencers who are promoting or featuring their favourite products from your brand.

Email Marketing - Ways to Utilise FOMO

Image Source – Made.com

Provide a clear CTA

There are so many exciting tactics for marketers to experiment with nowadays. But sometimes a simple tweak to the CTA (call to action) can make a big difference.

The CTA is a key element of a web page that moves consumers onto the next significant step in the buying journey. Whether that is finding out more, getting in touch, or adding an item to their basket. So it’s safe to say, the CTA is pretty important. And shouldn’t be buried under everything else on a page.

Instead, ensure that your CTA stands out. This can easily be done by using bolder or contrasting colours, and experimenting with size, shape, and positioning.

CTA copy should be clear and decisive. Instructing the consumer what to do to achieve the next step.

And CTAs can even be personalised. In fact, personalised CTAs convert a whopping 202% better than regular CTAs. This could include a CTA which is specific to the product, the consumer’s language, or their stage in the buying cycle.

Email Marketing Best Practice - Use a Clear CTA

Trigger onsite popovers

When used well, onsite popovers can be a genuinely useful addition to any website.

They can help reduce basket abandonment and increase website conversions by offering up the most relevant information to website browsers, before they leave a web page.

Two of our favourite popovers to encourage consumers to take action are welcome back popovers, and exit intent popovers.

Welcome back popovers are perfect for consumers that regularly visit a website, but aren’t necessarily taking action. The popover can offer a warm welcome, and then help the consumer to pick up where they previously left off. Such as reminding them of previously browsed items.

Exit intent popovers, on the other hand, are triggered when a user is about to leave a web page. And can encourage them to stay by offering targeted messaging, promotions, or useful information.

Trigger Onsite popovers or overlays

Send follow up emails

If all else fails and the consumer still isn’t taking action, don’t be afraid to follow up with more emails.

Using email marketing automation, you can trigger follow-up emails for consumers once they leave a page, to keep the conversation going.

For instance, you can send a browse abandonment email if a recipient has spent time on a landing page, but never made an action. This works especially well for product landing pages, which can then be fed through to the email with more information or even a discount code, to offer a final nudge to purchase.

Email Marketing Trigger - Send automated follow up emails

Are your subscribers missing out on the action?

Then we can help.

Our team of experts alongside our AI email and web marketing platform can offer you the tools and the know-how to keep your recipients engaged and purchasing.

Get in touch to find out more.