eAdvisor - That's a Great Question

How can I increase click-throughs in my eNewsletter?

An Eyetrack case study found certain patterns in the way readers peruse pages online. This information indicates that readers’ eyes are drawn first to the upper portion of the screen. Similarly, people often read only the first (left-hand) portion of a headline before skimming on.

How can you use this information to draw click-throughs in your eNewsletter?

• Use your space. Place important information, such as your name and corporate logo (with a link to your Web site), at the top of the newsletter. Clear identification increases the chances that readers will open your newsletter.
• Start strong. Include headlines and leads that start out strong. Assure that the most relevant information is at the beginning of the line. Doing so will encourage readers to click through to full articles.
• Direct your writing. Articles should be concise, clear and direct. Include links to additional information or surveys on your Web site so that you can further track reader interest and collect feedback.

Coming next month: What sort of headlines and articles attract the most reader interest?

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