Email Clickthrough Rates, referred to as CTR, is a ratio showing how many people click on the links included in your emails. CTR is found by taking the number of times a link is clicked divided by the number of impressions it has received. For example, if you had 8 clicks and 100 impressions, then your CTR would be 8%. CTRs can be used to gauge how well your emails are performing. A high CTR is a good indication that your audience find your emails compelling and want to learn more.
For an email marketer, an email is about return on investment (ROI), open rates, clickthrough rates, low unsubscribe rates, increase subscriber base, improved customer touchpoints and conversions. However, a subscriber to your emails looks for discounts, a visually pleasing design, exclusivity, copy customized to them and a hassle-free experience. Bridging the gap between a marketer’s expectations and the needs of your subscribers will have a powerful impact on increasing email clickthrough rates.
Increasing email clickthrough rates can be achieved by following a few tips provided by EmailMonks, an email design and HTML-coding company.
1. Use a valid, consistent and recognizable “From” name and email address. It is recommended to use a name and email address, like Cindy and Cindy@CompanyName.com, rather than an address like firstname.lastname@example.org because it is more personable and helps build trust. Customers do business with companies they trust, so it is best to complete this whenever this can be achieved.
2. Create a compelling subject line that is only about 4 to 7 words. The line should be relevant to your company, as well as the copy that is within the body of the email. Avoid using spammy words or a misleading subject line. Check out this article to create enticing subject lines.
3. The holy mantra for email marketers is to ensure that your emails are permission based. This means that you should ask subscribers to set preferences to manage the number of emails they receive from you. Receiving permission and having subscribers manage their preferences helps to avoid upsetting them, thus causing them to unsubscribe.
4. Adding personalization to your email is another great way to increase your email CTR. Personalization can be added by including the subscriber’s first name in the email subject line and even the email copy. Personalization enhances the chances of conversions. 91% of email marketers get improved CTRs by adding personalization to their emails.
5. Your email design should match your other branding collaterals. A consistent brand identity strengthens trust and allows subscribers to make an immediate connection to your company.
6. Last but not least, your email should include a compelling call to action (CTA). The call to action can take the form of a button that links to a website page with more information. EmailMonks recommends placing the call to action above the fold, the top third of the page or email. The call to action design should match your branding, but it should also stand out.
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