The email click-through rate is one of the main email marketing metrics
showing the engagement of your target audience. If the email open rate shows how
many think that your email is worth their attention, then the email
click-through rate shows whether your email can nudge people into action.
What Is an Email Click-Through Rate?
The email
click-through rate is the ratio of clicks on links in your campaign emails.
However, the email click-through rate is quite an obscure measure – a vast array of factors can influence it and
some are out of your hands.
Click-Through Rate (CTR) depends not only on the subject lines (which
affect email open rates), calls to action and shiny copy. Subtler elements like link positioning, time of the day, email
length, link emphasis can make or break the CTR. These external factors
play a significantly larger role than anyone would really like them to.
However, there are things you can do which we will come to in a moment.
The average email click-through rate is one of the key
metrics to look at when assessing the efficiency of a particular
email campaign. CTR is actually the top performance indicator used to evaluate
effectiveness, followed by conversion and open rates.
The story is simple. A higher email
click-through rate means a good email campaign has been waged. A lower CTR
doesn’t necessarily mean that the email campaign was bad, merely that
adjustments are needed. Remember, the average email click-through rate depends
on the industry, as well as the niche and nature of your email. B2C newsletters
tend to have lower CTR, around 2-3%, while for B2B it is around 5%.
Transactional emails have higher click-through rates than non-transactional
ones – 9.2% and 3.2%, respectively. If your CTR has remained average or below
average for some time; you need to do some work one mail optimization.
What to Do if CTR is Failing?
Let’s get to it! There are two paths you take
to increase click-through rate.
You can look at previous campaigns that
delivered good results, analyze what you did and decide if there’s anything you
can copy to improve current click-through rates. Sadly, this doesn’t always
work but it can serve as a temporary fix. In any case, a trip down campaign
memory lane won’t hurt and can actually provide you with new insights.
The other path
is starting from scratch and
taking a totally new approach to email campaigns and newsletter
creating: one that is based on email marketing best practices that are deemed
to ensure a good click-through rate. Those include:
· Sending out only relevant newsletters:
When it comes to contact frequency, one has to walk the fine line between being
top-of-mind and the cause of email fatigue. This line is highly individual and
depends on the business you’re in. However, the rule is – send out newsletters
that your customers will find valuable. Getting on board with responsive design. In times when
businesses are fighting for every click and more than half of email opens occur
on mobile devices, not having responsive design is just irresponsible.
· Spicing up content,
including sprinkling links generously throughout the email without going
overboard. Adding a single extra link can make users click-through to your
website a whopping 25% more often. Remember that testing can put you on the right path.
· Working on your call to action, so
that your clients know what you want them to do and how they will benefit. In
other words, try making the campaign as attractive as possible, so that the
recipients have a reason to click! Click! Click! Reach your preferred
destination – your website or designated landing page.
Your CTR in Your Palm: CTR data can be found in Email Campaign Reports under Link Statistics. There you’ll be able to look at the hard numbers, as well as find information on which links received most clicks in a particular email campaign. Furthermore, you’ll find information on the clickers themselves – their email domains, where they are located and what devices and browsers they use.
Your CTR in Your Palm: CTR data can be found in Email Campaign Reports under Link Statistics. There you’ll be able to look at the hard numbers, as well as find information on which links received most clicks in a particular email campaign. Furthermore, you’ll find information on the clickers themselves – their email domains, where they are located and what devices and browsers they use.
Author: Janis Rose
Source:www.mailigen.com
