Do you know how many subscribers actually read the content and click on the links in your messages? Constant CTR analysis will help you optimize your email marketing efforts and generate higher profit. Check out these 5 rules for engaging your subscribers and increasing the efficiency of your campaigns.
Click-Through Rate (CTR)
CTR is one of the basic indicators of the efficiency of email marketing activities.
Basically, in email marketing you calculate CTR by dividing the number of unique recipients who clicked a link and landed on desired destination (e.g., a website, blog, online store) by the number of delivered messages. For example, if you deliver 50 messages and 5 people will click the link inside, the click-through-rate is 0,1 (5:50), which amounts to 10%.
With CTR you know exactly how many percent of your subscribers are actually engaged in the communication process and click on the links in your messages.
Below you will find 5 factors which have the biggest influence on the CTR and overall efficiency of your email marketing campaigns.
1. Clear message layout
Your subscribers don’t necessary have the time to read the whole message thoroughly. That’s why you need to prepare it in such a way that the recipient immediately knows what it is about.
The most important information should be highlighted and easy to understand. This way you reduce the time necessary to analyze the content and help the reader make a decision to open the message.
Make sure that the layout is intuitive and makes it easy for the recipient to perform the action (I assume that you always create your messages with a particular action of the recipient in mind).
Place the most important element of your offer at the top of the message. It will become instantly visible to the recipient and it will facilitate the communication process. Such layout gets readers to perform a task (e.g., visiting online shop, clicking on a link) without the need to scroll the message down – which is particularly important for the users of mobile devices.
2. Clear call to action (CTA)
Before you start creating a message, you need to answer a few basic questions:
- What is the goal of this message?
- Who is the recipient?
- What should the recipient do after reading the message?
Call to action is the most important part of your email. It describes the particular action which recipient should perform e.g.,
- Buy now
- Download the whitepaper
- Sign up for the newsletter
You need to know your call to action precisely in the initial stage of email creation. The structure of your emails should always highlight CTA. The three rules below will help you to prepare a proper call to action in your message:
- Place CTA in a visible place. The need to scroll down may discourage many of your subscribers.
- Use contrast colors that will distinguish CTA from the rest of the message – let your recipients immediately know what to do.
- Use clear statements – the message must be crystal clear.
3. Responsive design
The latest research shows that more than half of all emails are viewed on a mobile device. In this situation you need to avoid any possible problems with adjusting the message layout to different screen sizes.
Make sure that your email looks great on all types of screens; desktops, laptops, tablets and smartphones.
You can find more information on responsive email design in the following article.
4. Regular testing and optimization
There are many factors which influence CTR and the overall efficiency of email marketing activities. Unfortunately, there is no single strategy that guarantees success of all email marketing campaigns.
All the elements of a message (e.g., layout, content, graphics) might hugely differ depending on the industry, target audience or the specifics of communication between your company and subscribers.
Testing of particular elements will help you optimize the communication process and to fit the messages to your subscriber’s needs better.
Regularly test your emails; change content, improve layout, substitute graphics and call to action buttons. Choose the most successful elements, which generate higher CTRs.
HTML or text – have you ever tested the message format?
HTML messages offer various possibilities and are visually appealing, but sometimes a simple plain text message may receive higher CTR.
Pseudo text format uses HTML, but looks like it’s a plain text message. It looks like our everyday email correspondence, but it enables the emailing platform to measure statistics.
Some subscribers prefer simple messages that might seem more personal over carefully designed “corporate” newsletters.
5. Segmentation and interesting content
The basic reason why subscribers open emails is the information within. It was the promise of interesting content that made them subscribe to your newsletter in the first place.
The expectations regarding the content may differ depending on the customer. If you want to improve quality of communication and increase CTR, start segmenting your email list and send out personalized messages.
Segmentation is about isolating certain features, which may be crucial when preparing an email campaign e.g.,
- products that customer has bought before
- previous purchase price
and dividing the email list accordingly. This way you can target your audience more precisely and deliver relevant messages.
Do you feel like you need more inspiration? Take a look at the following example of email segmentation.
I’m sure that applying the 5 factors mentioned above will help you optimize your email marketing campaigns. Remember that each target audience is different and that you are the person who knows your customers best. Find out what works well and send out messages that resonate.
Is there any other factor that has increased the conversion rate of your emails? Please share it in the comment section below.