It is almost impossible today to have an online business without sending emails. The biggest challenge in this process is not only to get a good opening rate but also to get people to take action by clicking on your email campaigns (CTR).
If you want to increase your chances of improving the click-through rate of your e-mails, our experts share in this article some tips and strategies, that will help you get more leads and increase your sales.
1. Email marketing, an essential tool for your success
Email marketing aims to inform and build loyalty among a contact base interested in your products or services. The goal is to generate sales by encouraging them to visit specific pages of your site.
Email marketing can be used to achieve 3 main objectives:
- Awareness (make yourself known)
- Credibility (establish yourself as a specialist)
- Action (sell your products and services)
Emails are therefore used at every stage of the customer relationship: when prospecting, converting, and also building loyalty. They are a great tool to use for your campaigns as they can be easily sent to a broad audience and still be personalized according to what you know about the recipient.
2. What is the Click-Through Rate or CTR?
The click-through rate (CTR) of your e-mails is the most important KPI to monitor when you launch email campaigns. It tells you if the users are really interested in your e-mails and if they reach the pages you want to show them.
The CTR is the percentage of people who opened your email and clicked on a link in the message. It is a key metric for marketers that helps them better understand their audience.
How is it calculated?
The click-through rate is calculated by dividing the number of unique clicks on the link by the number of emails sent. The result is then multiplied by 100 to get a percentage:
Unique link clicks/Number of emails sent x 100 = Click-through rate
A good click-through rate for an e-mail can range from 4% to almost 10%, depending on the industry.
Do you want to implement a high-performance strategy and achieve your business objectives?
3. How to increase the click-through rate of your e-mails?
To increase your CTR, you should adopt some good practices and be creative:
Write a compelling subject line.
- Marketers know that the subject line can make a real difference. In fact, according to OptinMonster, in 2021, 47% of people open an email based on the subject line alone.
- Keep it short: about 50 characters or less, including spaces.
- Be clear on what you want to achieve: e.g., generate curiosity? Make them laugh? Give a sense of urgency? And write the content accordingly.
- Do A/B testing: Send the exact same email with two different subject lines. See which one performs better. If your audience ignores the questions in the subject lines but responds to the emojis, that’s valuable information for your future campaign. Optimize for mobile
According to HubSpot, 46% of emails are opened on mobile. If your emails look great on a computer but appear messy, incomplete, or difficult to navigate on mobile, you might lose almost half your audience!
There’s a simple solution to solve this: view your email on a mobile phone. Does your layout inspire action or is it a visual puzzle? This simple quality check will ensure that your message is delivered as you intended, regardless of how your reader sees it.
Segment your email list:
On top of preventing you from sending emails with irrelevant offers, creating a segmentation allows you to better target your offer, and increase the likelihood that your reader will click on it. Studies show that marketers who segment their lists get 18% more transactions, 24% more sales leads, and 24% more revenue.
Segmentation can be done based on age, lead source, first-time product purchase, etc.
→ Read more: How to write a catchy newsletter?
Offer targeted content:
Now that you know who you’re sending your email to, create the content they want to read.
Personalize your emails:
You can further target your list and email content by including personalized elements. To ensure effective lead nurturing, get to know the purchase and download history, the satisfaction rate, and website activity of your customers and prospects. With a personalized and relevant offer based on their navigation history and profile, customers and prospects will more likely open your email and take action.
To increase the visibility of your CTAs, use buttons in addition to hyperlinks. Your email marketing service should offer an option to include buttons in the body of your email. This step makes your CTA stand out and easier to click, which is a big plus for readers on smartphones and tablets.
Explore different CTAs than “Discover more here.” A well-thought CTA, in line with the key message you want to convey, will increase the chances to be opened.
Place your CTAs in a visible area and don’t hesitate to test different locations to see where they generate more openings.
Contact our experts who will help you put in place a solid email marketing strategy, to create sales opportunities, connect with your customers, and get to know them better.