Every day, you might receive more than 100 plus promotional emails, did you ever opened it? Never, right! The same applies to the emails which you’ve sent to your customers. While researching, I collected these statistics which can clearly state the ins and outs of Email Marketing.
Number of email accounts worldwide: 4.6 billion
Average business emails sent/received per day per person: 131
Percentage of B2B emails that contain marketing messages: 54%
Percentage of consumers who check their email daily: 91%
Percentage of consumers who made a purchase due to an email: 66%
Average click-through rate of B2B marketing emails: 1.7%
Percentage of email opens that occur within two days of sending: 76%
Percentage of emails opened on mobile devices: 48%
Email Marketing – What It Is?
Even with all the advancements in mobile devices and instant messaging, this Email Marketing is still ruling the industry with its massive success ratio. It’s no secret that email marketing is the great way to connect with customers, prospects, and everyone else important to your business or organization.
Free Email Marketing Strategy Guide – Click Here!
But do you ever wish that your emails did a better job of engaging your audience? Continue reading….
Importance of Email Click-Through Rates
How important are Email Click-Through Rate? Click-through rates are a great measure of engagement for your emails. They measure the percentage of clicks that links in your email receive based on the number of people who open your email. The importance of click-through rates is they show you how many subscribers are not only opening your emails but are also engaging with your content and taking the desired action.
Sure-Fire Ways to Increase Email Click-Through Rates
If you’ve been running your email marketing campaign for even a few months, you’re probably able to anticipate the click-through rate of each campaign. Let us discuss few of the sure-fire ways to increase email click-through rates.
- Test your subject lines. Click-through rate is often used in email marketing to refer specifically to the click-through rate of an offer in the body of your email. But you first need to get recipients to click on the email. Once you’ve nailed email deliverability, start A/B testing the subject lines you’re using.
- Less is more with the copy. Write shorter emails to increase the likelihood that email recipients will encounter your offer before getting bored and deleting it. You can also help combat this by frontloading your best copy.
- Include social sharing options. Results find that emails that include just one social sharing option generated 30% higher click-through rates than emails without any social sharing links. That CTR jumped to 55% higher with 3 or more social sharing options. Even if your readers don’t want to redeem your email’s offer, they might know a friend who does.
- Segment your email lists. If you wonder why we harp on email segmentation so much, this is one of the primary reasons. Aside from preventing you from annoying email recipients with irrelevant offers, list segmentation lets you provide a more targeted offer, increasing the likelihood your reader will click through. In fact, research shows that marketers who segment their lists enjoy 18% more transactions, 24% more sales leads, and 24% greater revenue.
- Offer targeted content. This is why you segment your list! Now that you know to whom you’re sending your email, consider what content they want, and use that for your offer. If your offer speaks to your recipient’s needs, it’s a no-brainer that you’ll receive more clicks to redeem that offer.
- Personalize your emails. You can further target your list and the content in your email by including elements of personalization. Part of effective lead nurturing knows about your prospects’ and customers’ purchase history, download history, satisfaction score, and website activity. This will allow you to provide the most relevant offers that will receive more click-throughs due to the targeted nature of your email.
- Remove distractions from the email. Just like when you’re building landing pages, it’s important to remove distractions from your email template. Resist the urge to include a header that includes your website navigation, or include multiple offers with the hopes that at least something in the email will compel readers to click. This is a signal that your email doesn’t have a specific enough goal.
- Include a P.S. The P.S. is a great tactic to reiterate an offer or to attract the attention of email scanners (let’s face it, that’s most of us). The eye is drawn to the visual call out of the P.S. and is a great opportunity to A/B test whether your offers receive greater or fewer click-throughs with its inclusion.
- Create a sense of urgency. A tactic that works particularly well for product marketers is putting limits on your offers. This forces readers to redeem them quickly, increasing your click-through rate. But don’t feel bad. If your email marketing is well segmented, you’re providing them with a product that is well suited to their needs!
- Make sure your emails are mobile optimized. Research shows that of the 70 million US consumers who access email through their mobile device, 43% check their email on it 4 or more times a day. If you’re not optimizing your emails for mobile, you’re completely missing out on a huge opportunity for these mobile readers to click your calls-to-action. If you haven’t already started to optimize your emails for mobile, 2012 is the perfect time to begin and take advantage of this huge segment of the population that’s growing like gangbusters.
With all these ways, I can assure that you will receive the better email click-through rates.
What’s a Good Email Click-Through Rate?
The first step is to work out what average email click-through rate you should aim for. It turns out that settling on a CTR average can be challenging.
That’s because email marketing benchmarks vary widely. For example, Paceco says an email marketing click-through rate over 10% is good, though many emails don’t get anywhere near that number.
Delivra gives an average email click-through rate of 3.57% across all sectors. Within that, legal emails have the lowest CTR at 1.04%, while sports emails have a whopping 7.49% CTR.
Mailchimp’s 2017 benchmarks on email open rates by industry show click-through rates ranging from 1.25% in the restaurant industry to 5.13% in the hobbies sector.
Best Practices: Drive Clicks to Page Impressions from Emails
Clicks count! At the end of the day, your readers can’t make you any revenue directly from your email. They’ll need to either click through to a landing page where they can make a revenue-generating transaction or to a website where you are monetizing their visit through an impression-based web advertisement. Either way, you’ll need to follow basic best practices to drive clicks, from your email to your landing page or website. Here are the key points that you’ll need to keep in mind in order to successfully accomplish that goal.
Link Appearance to Drive Clicks
How your email links appear in your email can determine how effective you are at driving click-through activity to your website or landing page. In general, the following are practices for link appearance in HTML email templates to drive clicks.
- Make links appear in a blue font
- Make sure that links are underlined to denote that they are links
- Use a bold font for your links
- Do not include your links in a block of text but instead separate them out and pad a minor degree of white space around them.
Link Placement to Drive Clicks
Make sure that you get at least one, if not multiple, links above-the-fold in your email. That means in the top three inches, or roughly 500 pixels, of your email. This will ensure that users don’t need to scroll outside of their email preview pane in order to click through to your website or landing page.
Image Links to Drive Clicks
If you want to maximize your email click-through rate, it’s important that you don’t “trap” links or calls-to-action within images. While image buttons work exceptionally well on a webpage to drive clicks because images often don’t load in emails your entire call-to-action to click may be lost if you use an image to convey a link. Make links and calls-to-action text-based.
Link Density to Drive Clicks
As a general rule, the more opportunities that you give a user to click on your email to your landing page or website, the better your results will be. However, keep the following in mind.
- Too many links can send you to the spam or junk folder. If your test send your email ends up in the spam or junk folder, try removing some of the links.
- If your email is a revenue-generating or conversion email, you may want to include multiple links, but they should all be for the same call-to-action. Don’t distract users with other actions or options that don’t contribute to your end goal.
- If your email is a content email or customer retention email, navigational links to your website and multiple links to various contact and content pages can add to your overall link density and opportunities for click-through actions.
URLs in Text-Only Emails to Drive Clicks
Though you cannot generate tracked click-through actions from the text-only version of your email, you can increase the number of users who navigate from your text-only email to your website or landing page. Include URLs for your offer or promoted content at both the bottom and the top of the email. Separate URLs from content by a full paragraph break. Most importantly, keep URLs in text-only email versions short and memorable.
Call-to-Action Text to Drive Clicks
Writing your call-to-action text can have the greatest impact on your click-through actions. Though we’ve covered calls-to-action in great detail earlier in this book, we’ve provided the key practices again in this summary for you.
Keep Your Call-to-Action Simple: Don’t make the wording in your call-to-action too long or too complicated! Keep it simple, clear, and easy-to-understand.
Segment and Tailor Your Call-to-Action: You can also tailor subject lines by gender, customer loyalty, and just about any other criteria that you could come up with to segment your list with. The more tailored the call-to-action is, the better it will perform.
Personalize Your Call-to-Action: While you’ll want to be careful that your personalization doesn’t sound too much like customer spying, a personalized email and a personalized call-to-action will almost always improve performance.
What, Why, How: If you’re struggling to write good calls to action, following the basic “What. Why. How.” rule can help to improve your performance. In short, have your call-to-action tell users what they should do, why they should do it, and how to do it.
Make Your Call-to-Action Persuasive with Action Words and Commands: This, of course, is easier said than done! Determining which words, commands, and concepts will resonate with your audience and cause the best response can take time and creativity. However, it’s well worth the effort.
Best Practices: Key Content Tips for Creating Email Content
Whether that content is information- based or an offer or promotion, how and what your email content is can make a huge difference in performance. Here are some key content tips for creating your emails.
Choosing and Selecting Content
The first question that you are undoubtedly asking yourself is “What content should I put in my email?” There’s not a proven algorithm for knowing what will resonate with your users or readers.
Correct Grammar Counts!
It may be a world of SMS abbreviations, but test after test has shown that proper grammar in your email counts for improved conversion rates
Determining the Length of Content
How long you make your content in an email is also important. You want to put enough content in to get your message across, but at the same time, you run risks if your content is too long.
Words to Avoid in Your Email Content
There are about 200 words that can get you into spam trouble with your email content. Some of the words you need to avoid in your email content include:
- Visit our website
- 50% Off
- Click here
- Call now
Formatting Content Tips
- Don’t Copy and Paste from Word
- Use Bold Tags, Font Colors and Font Sizes
- Underline Links
- Use Headlines
- Readable Font and Small Text Blocks
Content is king of the internet, and that includes email. Take the time to follow these content tips and you’ll see email improvement.
Implement all these tips & tricks in your email marketing campaign, I assure that you can increase your email click-through rates by 100%! Stay tuned with BulkQ to get more FREE tips and guidance on marketing campaigns & strategies!