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What is a Good CTR? What Are The Key Factors Affecting a CTR?
There is no golden number defining CTR. It varies based on Industries, Audiences, Countries, and Campaigns.
The overall average email open rate is 16.97%, with a 10.29% CTR. You can compare your industry benchmark of email rate using the above report link.
In this blog, we speak about the systematic breakdown of defining the problem with which you can work towards understanding and enhancing your CTR.
Why Does Measuring Your CTR Even Matter?
Measuring your e-mail’s success will always be valuable when ascertaining which elements to improve for future campaigns. Many marketers ask whether to track CTR or open rate to measure their e-mails’ success.
Open rate estimates your ability to capture attention in inboxes, mainly via the subject line, timing, or frequency of your e-mails. CTR averages overall engagement to assist marketers in determining how successful their e-mail was and if it created any action from the recipient.
Seeing a good percentage of e-mail opens is excellent. However, what is the point if these e-mails aren’t driving sales, nurturing leads, or promoting brand awareness? By managing your CTR, you’re better equipped to explain how your e-mail is performing within inboxes.
The purpose of this article is to help you measure your CTR success as well as enhancing it.
It’s a great step if you are able to get a comprehensive overview of the performance of your e-mail campaigns and automation. Know what works and leverage your data to improve constantly.
Managing E-mail Lists
It would be best to know why anyone would sign up for your services/product communications via mails. Opt-Ins and Opt-Outs are a must. Having a clean data list is essential. The point here is subscribers must voluntarily give you their e-mail addresses. Setting up “Opt-in” forms is an indispensable step for attracting subscribers interested in what you have to offer. This eases out the pain of end-users not opening e-mails or not clicking through the links. Once you know what they have signed up for, you can enhance your messaging strategy.
It’s crucial to maintain a high-quality list with proper segmentation.
Our clients, such as Etam, use Campaigns, Address Book, and Pages from the CM.com’s Mobile Marketing Cloud, an omnichannel marketing automation tool built for B2C marketers. With the help of our Mobile Marketing Cloud solution, Etam collects data from multiple sources to build 360° unified customer profiles, create segments and workflows for personalized marketing campaigns, remarketing ads, all fully compliant with current data regulations.
You can easily manage your e-mail subscribers and unsubscribed contacts via CM.Com’s Mobile Marketing Cloud platform.
Segmentation
If you know your customer well, you can communicate with them effectively. Segmentation is key to personalization, and if done right, segmentation helps you engage, retain, and nurture the right customer.
Segmenting your audience helps you send relevant content for each segment and to the right people at the right time. Segmentation also helps build trust with end subscribers as they know what they’re signing up for, leading to a better conversion rate.
You can choose to create segments in your e-mail list based on the following parameters:
- Behavior (insights based on channel habits and engagement such as recently viewed items, cart abandonment, purchase history)
- Demographics (basic details of the user’s age, gender, location, marital status)
- Online activity (in-app or web behavior such as browsing, form-filling, last clicked campaign, or any other events in the customer journey)
- Interests and hobbies
Constant iterations are essential to get all this right. Creating cleaner and relatable messaging - key to higher open rates and CTRs.
Six Ways to Improve Click Through Rate for Your Next E-mail Campaign:
1. Adding Preview Texts
How the body of an e-mail looks is as essential as the e-mail content. 24% of people look at the preview text before they decide to open an e-mail. Adding Preview Texts and snapshots showcasing your key messaging is vital in generating more Click Through Rates.
2. Formatting Your E-mails Readability and Relatability
We all know that the world has moved to a mobile-first approach. Consumers no longer check e-mails on their desktops alone. They constantly use their preferred communication channels and devices. Making your e-mails mobile-friendly is vital for the success of your campaigns. It’s preferable to have responsive designs that fit all sizes and formats of reading devices seamlessly.
3. Subject Line
The impact of an effective subject line clearly describing your campaign cannot be side-lined. Testing your subject lines via A/B testing helps you understand the psyche of your customers. There are various ways you can do the testing. A few pointers for subject lines -
- Personalization works a long way
- Small Description of what’s there in the whole mail
- Trying and keeping the subject line within 7-9 words and not more than 41-60 characters
- Use emojis carefully
4. Content
Content is undoubtedly the king and central to a good CTR ratio. What you write to your end-users matters. We strongly recommend A/B Testing and multi-variate testing. Some of your end-users might prefer visual representations more than textual mailers or vice versa. It’s good to know what they like. Testing your e-mails with different versions can help you arrive at an optimal choice as per your customer’s preference.
5. Multi-touchpoint Approach
Communication with customers should not be limited to just one channel. There isn’t a single way to reach customers seeking faster connections and engagement across their preferred channels. As a marketer, you will need to interplay between all the channels your customers prefer to increase customer engagement and conversion.
Although e-mail is still a primary communication channel, it’s not the only channel you can use to expand your reach. A unified customer experience at every touchpoint starts with your website, mobile ads, social media, messaging, and e-mail.
Customers want interactions with your brand through their most preferred channels such as WhatsApp, Facebook Messenger, Viber, SMS, and Voice. It would be best to have a presence on all the necessary channels to offer a truly customer-centric experience. This will require a robust integrated Campaign Management platform approach.
CM.com’s Mobile Marketing Cloud can help you integrate all your campaigns seamlessly and effectively to build marketing campaigns. Get access to all mobile messaging channels through CM.com and connect to your customers on the channels that matter most to deliver a truly omnichannel experience and customer engagement.
6. Personalize and Automate E-mail Campaigns
Once you have created clean and distinguished segments, try and get a comprehensive overview of the performance of your e-mail campaigns and automation. Know what works and leverage your data to improve constantly.
When you know who your customers are and how they interact with your company, you can reach them at the right moment and place and further personalize your messaging. This is possible with marketing automation.
Talking about emails and CTR, Mobile Marketing Cloud has Email Campaigns that brands can use to quickly design, automate, and analyze the performance of the email campaigns they send out to their customers. With Mobile Marketing Cloud, you can automate and combine your email marketing with other messaging channels like SMS and WhatsApp. This tool enables you to send automatically triggered emails based on customers’ actions. For example: How long has he been a customer? What does he usually buy?
