Aside from the typical aspects to keep in mind when compiling an email, you also need to consider the different types of clicks you are getting in your emails.There are two types of email clickers that you need to think about when sending your emails; emotional and functional.
So what does this mean?
Functional clickers are the readers who tend to click on links such as logos, social media links and About Us links. They are more likely to be people who want to know more about you as a platform or company, as opposed to the current offers that you may have.
These clickers are much more likely to become loyal clients as they are more focused on your brand and, if they are impressed and decide to sign up with you, they are less likely to be distracted or enticed away by other brands’ offers.
Email marketing is a powerful tool for increasing FTDs, but if you are not utilizing it in the correct way to suit your audience, then you may be missing out on a significant number of new deposits.
Emotional clickers are the ones who look out for the ‘shiny’ content of your emails; the offers, promotions etc. These ‘magpie’ clickers generate less revenue as they are ‘consideration’ clicks rather than ‘committed’ clicks.
They are likely to be excited about an offer you present to them, and may even take you up on a few of them. However, they are also likely to be acting the same way with a number of competitors too. Thus, whilst they could very well sign up to your platform and even deposit, the chances of these clients abandoning their accounts in favour of the next ‘shiny’ new offer that lands in their inbox increases, compared to functional clickers.
Both of these clickers are important for your brand gaining FTDs, therefore it is vital that you optimize your emails for both emotional and functional clickers to get the most out of both kinds. So how can you do that?
Functional links in your emails are in the form of navigation bar links, your logo, contact details or social media links – helping your subscribers to get to the exact place they want to be on your website. These links usually trigger the potential trader to deposit with your brand immediately.
These links are optimized by changing words or link placement according to best performing and least performing links/hyperlinks – keep testing them.
Although functional links do not generate as many clicks as emotional links overall, they certainly generate a significant higher amount of revenue, which in the long run is what your brand needs.
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This is because the potential trader is not depositing to get hold of your offer, but rather because they want to trade with your particular platform. They are, therefore, much more likely to continue trading and placing repeat deposits in their account with you.
Make sure your functional links are logically positioned and ensure that you provide links that direct your reader to your site where they can also purchase other services (which they more than likely will do). Position the links as a pre-header, footer, left content bar or a navigation bar.
Always make sure to test that your functional links work how you expect them to in order to increase conversions and click-throughs.
Your functional links can take your leads to a platform, educational source, information on your brand, etc, where they can gain quality value and education from your brand.
Emotional clickers do not pay so much attention as to who is sending the emails, but rather pay more attention to the content within them. These clickers get lured in by the discounts and the ‘deposit today and get an extra $100 to trade’ offers. If your competitor sends them the same email the next day, they might click on your competitor’s links too. They have likely not researched your company and may hardly know who you are as a brand.
They do not need a deeper meaning as to why they should deposit with your brand, so these are the clickers that generate the most click-throughs and FTDs, but not long term retention or trade volume revenues. They are more likely to be temporary depositors as opposed to loyal ones.
Emotional link optimization is driven by content value and/or wording. If your current promotional offer seems appealing to them, they will click on it regardless of who is sending it. You just need to use the correct words to trigger their emotions.
Emotional links are more prominent and strategically written in order to encourage users to take action. They may be in the form of ‘something amazing is coming soon’, ‘get this offer while you can’, or ‘we will double your deposit’.
In order to get the most out of your campaign, gain higher deposits and loyal traders, you should make sure to include both emotional and functional links in your emails. This way you can cater to the emotional clickers who will quickly deposit and also focus on enticing the functional clickers for long term repeat deposits.
Are you getting more functional or emotional clicks from your emails and what are you doing to optimize them?