When starting a new email marketing campaign, you are likely looking at a variety of metrics. You want to see how many subscribers open your emails and what kind of content is resonating with them.
Hopefully, you’re tracking your click-through rate (CTR) as well. After all, your click rate is one of the most important email marketing metrics as it shows you how engaged your audience is. But how do you calculate your click-through rate and how do you know if it’s low or high? And if your CTR is low, how can you improve that metric?
What is the email click rate (CTR)?
Your click-through rate measures how many subscribers clicked links, buttons, or images that you included in a particular email. This is the number of subscribers who clicked on at least one link in your email.
What is considered a good click-through rate depends on your industry. The average click rate across all industries is 2.62%.
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Why is CTR important?
Every time you start a new email campaign, you should have a specific goal in mind. This goal could be to drive traffic to your landing pages, increase sales, or get your subscribers to follow you on social media.
The point is, every email invites your subscribers to take a specific action. This is known as a Call to Action (CTA). By tracking your click through rate, you can see how well your emails are motivating your subscribers to take the action they want.
Your click-through rate is a measure of how engaged your email subscribers are. It’s also a good indicator of whether you’re sending relevant content and offers to your audience.
How do you calculate your email click-through rate?
Your email click rate is determined by the total number of subscribers who clicked a link in your email. Here is the formula you will use to calculate your email CTR:
Total number of clicks ÷ total number of emails delivered x 100 = CTR
So if you sent an email to 200 subscribers and 25 of them clicked a link, your CTR is 12.5%.
How to improve your email CTR
If your email CTR is at least 2.62% then you are on the right track with all industry average. However, you should always try to improve your click-through rate because the higher this number, the more engaged your subscribers are.
Fortunately, improving your click-through rate doesn’t have to be complicated. If you’re not sure where to start, follow these seven steps to improve email CTR.
1. Improve your open rates.
Your email open rate and click rate go hand in hand because if you can’t get your subscribers to open your email, they won’t click any of your links. So improving your open rates is a good place to start.
One of the best ways to make sure subscribers open your email is to change the sender name and subject line. Instead of using your company name as the sender, try using a specific person’s name.
Using a personal name may seem like a small detail, but it can make a huge difference. Studies have shown that using a personal name can increase open rates by up to 35%.
Your headline is another big factor in whether or not customers open your email. Shorter subject lines could improve your open rates.
Here are some more tips to improve your subject lines:
- Personalize the subject line with the subscriber’s first name.
- Don’t ask questions. Subject lines that end with a question mark have lower open rates.
- Don’t use emojis in the subject line. This could be off-putting to many people.
2. Optimize your email for cell phones.
An estimated 46% of all email is opened on a mobile device and the number of desktop computer users continues to decline every year.
So if you’re wondering why you’re not getting a higher click-through rate, the best thing to do is check that your email is optimized for mobile devices. If the email design is unresponsive or the text is difficult to read, you are likely to lose clicks.
One of the easiest ways to ensure that your email is optimized for mobile devices is to use a predefined template. Email marketing software providers like ConvertKit and Campaign Monitor offer a wide variety of mobile-responsive templates.
Even if you’re using a mobile-responsive template, it’s a good idea to preview your email on different devices, which should include both iOS and Android devices, before sending.
3. Make your emails scannable.
Most people do not fully read online articles, blog posts, and emails. Instead, they scan the text for the most relevant information. So, you want to make sure that your email can be scanned easily.
The easier it is to read your email, the less likely it is that a subscriber will get bored and delete the email as soon as they open it. Scannable email also makes it easier for readers to find and track your CTA.
The best way to make your email scannable is to keep your sentences short and include lots of white space. Don’t make paragraphs longer than a sentence or two because large blocks of text can be difficult to read.
It can be helpful to include bullets and lists when possible. Also, don’t make your email too long as some subscribers will lose interest.
4. Stick to a CTA.
As a business owner, you may have several products and services that you would like to introduce to your audience. Because of this, some companies include dozens of links in the emails they send to their subscribers.
But too many links can overwhelm your subscribers. Companies that reduced their emails to a single CTA increased their click-through rate by 371%. If you give your subscribers too many options, decision fatigue sets in and they do nothing.
So if you have multiple CTAs in the same email, this is likely to contribute to your low click-through rate. Instead, try to use a CTA that goes well with the email content. Relevant, personalized content makes all the difference in converting your subscribers into customers.
5. Use a button instead of a link for your CTA.
Another easy way to increase your CTR is to use an HTML button instead of a hyperlink for your CTA. However, make sure you use bulletproof buttons. These are buttons that you code into your email. They don’t technically count as images. So if some of your subscribers have turned off email images, your button will still appear.
You can use email marketing software to create bulletproof buttons that look great on any device. If bulletproof buttons don’t work for you and you want to stick to hyperlinks, you can also change your text links to a lighter font color to make them stand out better for your subscribers.
6. Personalize your emails.
If you want to see more results from your email campaigns, you need to include personalization. Endless studies have shown that personalized emails have the highest click-through rates.
Personalization goes beyond using the subscriber’s first name. It’s about delivering timely, relevant offers to your audience based on their interests and where they are on the customer journey.
One of the best ways to use personalization to increase your CTR is to create dynamic offers. A dynamic offer is adapted to your target group based on their demographics, interests and phase of the customer journey.
For example, let’s say you run an e-commerce store that sells clothes. An example of a dynamic offer would be showing women’s clothing to your female subscribers and men’s clothing to your male subscribers.
Your subscribers aren’t all interested in the same thing, so you shouldn’t be sending them the exact same offers. By segmenting your target audience, you can send information that is relevant to them.
7. Use A / B split tests.
If you’re new to email marketing, it might feel pretty overwhelming at first. For your convenience, you can select a point described in this article and set up an A / B split test for that element of your email campaign.
Your email marketing service should make it easy to test:
- Subject line of the email
- Email content
- CTA text
- Buttons vs. Hyperlinks
A good place to start is to split up two different CTAs to see which ones do better. You can also test different buttons to see if a particular color is more suitable for your audience.
There are many ways you can improve your email CTR and in all likelihood you will need to spend a lot of time testing and tracking your results. However, over time, you will get a better understanding of your target audience so you can craft emails and offers that will add more value to them.