Tips for improving click rates on newsletters, social posts
Too often, brands cast too wide a net on their outreach efforts.
No matter how well something is written, the real challenge is getting someone to actually read and engage with it.
People are constantly bombarded with emails, push alerts and social chatter, making it exhausting for the receiver and frustrating for the sender struggling to make a connection.
Greg Stortz, director of engagement at Interact Software, said communicators too often try to cast too wide a net, hoping for a big catch. But the secret, he said, is getting more specific with your approach.
“When everything’s marked as important, nothing’s important,” he said during a presentation at a recent Ragan virtual seminar.
During his comments, Stortz provided some guiding principles to consider when developing an outreach plan.
The power of three
Stortz argued that critical messages should appear in three distinct, strategic places. It’s important that those touchpoints don’t compete for attention.
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