How do I increase the CTR (click through rate) on sent mail?
Click-through rate (CTR) is a way of measuring the success of an online advertising campaign for a particular website as well as the effectiveness of an email campaign by the number of users that clicked on a specific links.
The short answer is great content, but the that is only the 1/2 of it. You may have great content but are sending it to someone that has little interest in the topic. Building a database that not only contains the opt in information about the recipient is highly important but only the start, you need to gather information about each recipient and then segmenting your broadcasts to those that have shown an interest. In conjunction with this we have found the time and day to have a large impact on the open and click through rates and the subject line is also has a huge impact on the results.
So please use dynamic content to make sure the information you are sending is important to the recipient, that you are testing the times, dates and subject lines to ensure the best results.
Simple! VIDEO. Agreeing with Lashondra, you definitely need personalized/ customized templates....What if you have FREE access to over a thousand personalized video email templates, over 750 video newsletter templates plus customized templates specifically for your business!
As you're in marketing, I'm sure you'd agree that videos get opened and that definitely increases CTR. Let me know if you'd like to know more.
"Helping people communicate better"
Always A/B Test your emails. You need to test different options for CTR -- usually your value proposition and call(s) to action are the two main influencers of click-throughs. One clear and compelling call to action with a large button for it will go a long way towards driving more clicks.
I have always done A/B testing before distributing the message to my entire list. If you're just starting out, you'll need to test titles, copy, bullet points, graphics/video, layout, size, white space, time of day, day of week, target market, offer, HTML and text versions, etc. As you can see, there are many elements to test.
When you do an A/B split test, you need to change only a few elements at a time so you know exactly what works best. Take a small portion of your list and send two versions at the same time of day. Measure the result over a two day period. If time permits, do this a number of times (up to 25% of your list) until the numbers tell you which email version works best.
If you're under time constraints, do at least one A/B test. Make your offer enticing. Answer your customer's question "What's in it for me?" Forget features. Highlight benefits. Use at most five bullet points - four is better. Appeal to them losing out if they don't respond now! Test the email through many Spam filters and make sure both HTML and text versions are sent.
One more thing to consider. Are you selling a product or a promise? Many try to give too much info up front. Your objective is to get the reader to click through to a landing page. The landing page then takes over to solidify the promise and capture the lead information. That is the most important aspect of email marketing - capture the lead info so you can nurture the lead, build trust and rapport and make them a long-term customer. So instead of trying to sell them something up front, your offer should be free information they find valuable. If they trust you with their contact information and they find the offer valuable, you'll get their name and email address so you can nurture them into buying from you in the future.
Once you have this set up, tested and have achieved good results, you might want to consider creating an automation system so this runs automatically as a lead generation system.
I hope that helps. Look me up if you have any specific questions.
CTR is one way of many to determine the effectiveness of the campaign. But if sales is your goal, I would look to where the conversion of click to purchases is the highest and put your focus on finding out why those users convert.
Segmentation is also key in creating personal behavioral based campaigns which engage the recipient and speak TO them and not AT them.
Two big factors:
1. How audience-relevant and compelling and professionally put together is your message?
2. How good is your mailing list?
BOTH need to be excellent. No way around it.
You can boost your CTR using good content which really 'give' meaning to your target, like article/content about business to businessman or about sport to sports lover. Beside that you can use lite video to attract your mail reader.
You can boost your CTR by keeping the valuable content on your site and just flirt with your readers in the email. Make sure your subject lines are impactful and short. Try to use email marketing systems like Constant Constant Contact that let you schedule emails for when people are receptive to them, they can be shared on Social media and you can embed video as has been said. An email that matches your Web brand in is better than text only. Offer easy opt out and opt in options. Lots of good advice from every one here but thought I would offer 3 cents Canadian
A short email with a dummy video image will immediately get you more clicks. Where that click goes, what they see and what they then do, is what you should also be considering.
Have a clear goal for your email. ie you want users to click to ONE specific page. A landing page specific to the content/purpose of the email is ideal. Repeat the link to the page at least 3 times in the email. Make sure you're linking text to click, not actually including a long URL.
If you have a lot to say then write it well. Not salesy, and it should flow in a talkative nature. I've often said long emails are pointless nobody reads them but I've found myself reading ridiculously long emails purely because I didn't realise I was. If it's written well enough users will happily read along, and if you have regular links at points where readers could logically stop, they can click.
If you're not a writer then stick to shorter emails with a clear purpose. Including a dummy video image will get clicks, for curiosity if nothing else. Put that video on your website on a landing page and have it encourage conversion. Sign up to get X free, download this, exclusive access to Y etc.
The CTR or click-through-rate is determined by how many visitors actually purchase your product. So to increase this rate you must tweak your copy, to entice more buyers. revamping your web sites, landing pages, sales pages, to get more sales. Your emails to your lists will also need to be more enticing. Photos, videos are a keeper as well.