Email Click-Through-Rate is the most important metric in email marketing. More than 70% of internet marketers consider it a way to measure the success of an email marketing campaign.
One of the biggest challenges an email marketer faces today is getting people to take an action and click on a link in your email. To understand what is a click-through-rate in email marketing, let’s assume you manage to send 100 emails to your subscribers and only 5 of those took an action and clicked on at least one link on that email campaign. Now, in that case, the click-through rate would be 5%.
A higher email click-through-rate is a sign that your email marketing campaign is relevant and doing well while a low click-through-rate can mean that there is something that you are not doing right. Nevertheless, there is always a room for improvement.
Your email should always have a call-to-action (CTA) that encourages subscribers to do something. An action could be reading your latest blog post, signing up for a webinar or buying your product or service.
The more the number of subscribers you can encourage to click the link in your email, the higher will be your click-through rate. But how can you encourage readers to take action in order to boost click-through rates?
Here are my top tips for increasing your email Click Through Rates
Include relevant images in your email campaigns
According to a recent study and analysis by MailChimp in a study of 5 billion emails, they found that the email campaigns backed with relevant images had a 42% higher click-through-rate than those without images.
Stick to one call-to-action
For each email you send to your subscribers, choose one action you’d like them to take and focus on it. It is found that multiple, unrelated CTAs can decrease your overall click-through rate and distract subscribers.
Personalize your email content
Always include your subscribers’ first names to your emails to add a personal touch. Alternatively, collect data about your subscribers like their birthdays or interests, and include that information in your emails. When your email subscribers feel like you’re speaking directly to them, they’ll be more likely to act.
Generate a sense of urgency
A great way to encourage subscribers to take an action is to give them a reason to do something right away, rather than later. You can go ahead and do this in your email content by running a sale that ends in 24 or 48 hours, or by including a countdown timer which shows the days left to register for a webinar.
Segment your email subscribers
Segmentation allows you to send the right emails to the right subscribers at the right moment. Instead of blasting your entire list of subscribers with the same message, use segmentation to send relevant content to the right people. By doing so, you can increase the chances of your subscribers, taking action.
Explain the value and the benefits
When writing an email, you should always consider:
What’s in it for your subscribers?
Why should they click the link you’ve shared?
Explain the benefits of your call-to-action in your email content and encourage your subscribers to click.
Try CTA buttons and hyperlinked text
Sometimes Call-To-Action buttons get higher click-through rates, while some other times, hyperlinked text CTAs get more clicks. Test both and see what works for you. You can choose to use both hyperlinked text and CTA buttons in every email. Call-to-action button works well at the beginning and end of an email, while hyperlinked text works well throughout the content.
Cater to your target audience
Your email subscribers’ preferences should be the main factor in how you should choose to write your emails. If your subscribers tend to prefer a particular email layout or writing style, then you should go with that style. Not every audience is the same, so make sure you write in a way that works best for your audience.
Click-through-rates are a great measure of engagement for email campaign and help marketers to take action steps to counter the issues by optimizing them. Other key points you can use for your next campaign to increase the C.T.R. should be among the following;
1. Send your email campaigns during weekends.
2. Make sure you optimize your emails for all devices.
3. Add social media sharing icons To your email campaigns.
4. Try using text links on your email for up to 9 images.
5. Try sending your emails during early morning or late in the evening.