Raising your Click-Through Rates with Email Marketing


Many factors can impact a campaign’s click-through rate (CTR).  Reviewing what they are, while incorporating the right tactics, enhancing your campaign’s performance resulting in success.  A question that is commonly asked is whether there is an average email click-through rate. Marketers know the importance of email click-through rates (CTR) when raising their ROI by increasing their conversions.

According to eMarketer: “Email open rates and click through rate have both declined over recent month as reported by eMarketer (Avg. Open rate is 11.2% while Avg. CTR is 1.6%).”  Are there ways to beat the percentages?  Yes, however, every email marketing campaign is unique, therefore no single rule or formula can be applied when determining the successful of your click-through rate percentages.  Click-through rates are based on several factors, some of which are listed below:

•  Not Using the Double Opt-in: The double opt-in method obtains consent from subscribers when they sign up for your email communications. Many people hit the sign-up button by mistake, and when the communication comes to their inbox, they delete it or hit spam.  Sending them a double opt-in prompts them to confirm twice, guaranteeing that they want to receive your email campaigns.

•  Poorly Written Subject Lines: Email subject lines need to be catchy while still representing your message.  Subject lines need to grab attention quickly, while remaining genuine to your content.

•  Design and Layout: It is essential to remain true to your brand, while building trust and loyalty with the message you are communicating.  Your email campaign design should remain authenticate to your brand and voice.  As your company grows and changes, your image must continue to reflect those changes.  Maybe it is time to rethink your design.

Links: Test all your links in your email campaign before sending them out.  One of the easiest ways to lose subscribers to your enewsletters is through broken or invalid links.  It is not professional and leaves a bad impression.

•  Give a Reason to Click: Create a sense of urgency as a catalyst for action.  Include snippets of interesting content that end on a targeted landing page, offering a promotion, discount, or free download of something they will find valuable.  The better the proposition, the greater the response.

•  Content Strategy: Very few people read all their email in the preview pane.  Many do not bother scrolling through your entire newsletter to see what’s in it. So, keep your most persuasive part of your message, or call to action in the beginning of your message.  The average recipient takes just a few seconds when deciding between hitting save or hitting trash.

•  Embedding Video Links: When your message is persuasive, relevant, and valuable to the viewer, videos have the ability to grab recipients beyond the capacity of text and images.  Videos let you make a visual presentation to your customers.  Your video becomes a powerful marketing tool causing your email marketing campaign to go viral, while increasing your subscribers.

A/B Split Testing
Tracking your email campaigns are crucial.  Real-time analysis leads the way to increased sales, decreased bounces, while increasing your ROI.  Taking the time to test your campaigns will optimize your campaigns, serving to strengthen their effectiveness.

A/B Split Testing is one of the most widely used and precise tests when checking your recipient’s behavior.  Split testing is where you change areas of the same campaign, sending each change to half your address lists, allowing you to measure and compare the results. This pretest reveals what works before sending the finalized email campaign out to your complete list of recipients.