Email marketing can be a challenging endeavor, but it is still one of the most effective marketing campaigns out there. If you are feeling growing concern due to low click-through rates in your campaigns, then you are stressing for the right reasons. Fewer clicks can lead to lower conversion rates and are usually indicative of poor targeting or structure in your copy.
Continuously engaging clients is tricky because of the pressure to stay on top of the game and keep the ball rolling. This article can help you overcome these hurdles for you to become a stronger email marketer and increase your CTR rate.
The first step is to track your CTR. Sounds obvious but many don't.
Make sure your potential clients open their emails. Engage your audience with a captivating subject line and enticing body text. After ensuring your email open rate is up to par (30-60% is a good benchmark), set your target goals and leverage your current email automation system to track the actual CTR rate. Virtually all email automation software can track clicks.
If you want to calculate your click-through rate, here’s what you should do. Divide the total number of recipients that clicked the link you added to your email by the number of emails delivered and then multiply the result by 100.
What is a good email click-through rate? The specific benchmarks depend primarily on what industry you’re targeting. Know your company’s standard KPIs and keep that in mind. For most industries, 2.6% is considered average. However, aspiring to go beyond this percentage would be a fantastic goal you and your team should aim for.
Address your target audience using the right messaging, keywords, tone, and manner of presentation. You must always remain on-brand in presenting your company’s blog, emails, newsletters, and social media posts so clients can easily recognize and remember you.
You should always think of your clients when you start email copywriting. Is your email mobile-friendly? Are you using the right size, width, and font type when viewed on a desktop computer and mobile device? Were the images clipped in your email viewable, or should you do away with them in case your recipient has lower internet capacity?
As another quick tip, try to include only 1 link in your outbound emails. As a rule of thumb, each email in your sequence should convey one message with one link to support it. This applies whether it’s a case study link to back up a testimonial you quoted or a PDF brochure that is relevant to your prospect's industry.
Most email automation software should handle this for you, however, it’s always best to preview the email and send it to yourself as a test.
Remove the email addresses of those who do not want to engage with you. Data cleansing is necessary for you to have enough space for more clients who might be more receptive to your emails. Without getting into the weeds, email providers like Gmail and Outlook know who is engaging and not with your emails and will sort incoming emails accordingly. This means if you want a higher deliverability rate try to remove folks that are not engaging after 30 days or after 5-6 emails.
As a marketer, tailor-fit your marketing strategies based on your customers’ profiles. You cannot send the same email to different people with varying tastes and interests. Study your target audience to create content that will be valuable to them, and you’ll see better click-through rates and more positive responses.
The ultimate goal here is relevancy. There is no better ‘trick’ or ‘hack’ to increase your CTR.
Try these easy-to-follow tips to maintain a high click-through rate and customer engagement numbers. You may also try to reach your customers with creative word usage, on-brand writing style, market segmentation, and sending emails at the right time to the right client for future marketing success.
Do you need some extra help with writing outbound emails to get more clients? With CopyFactory, you can get a dedicated copywriting partner that will allow you to enjoy streamlined email copywriting outputs at every single time.
