I have high open rates but low click-through rates. How can I make my email campaigns more successful?
I run an app development company, and we send out a quarterly newsletter to clients and prospects. Despite a high open rate, click rates have been relatively low. I wanted to know what steps to take to turn this around and score better numbers.
I would need more info before I can give a thoughtful response (although I can make some guesses). With that said, here are some suggestions:
1) Are you making sure that your content is delivering on exactly what your clients want?
Here's what I mean: if I signed up to receive a free checklist on how to bake a cake, I'll be excited when I see that email subject line in my inbox. But I'll be disappointed if I open it and it's nothing about cakes but how to make apple pies. Do you get my analogy? Try looking to see if your content is hitting on what your clients want from you.
2) Is your call to action leading clients to take the next best step?
Are your clients/prospects ready to learn or buy what you're sending, or is it very low on their desire map? Sometimes we think our clients are ready for something but they might be far from ready. Don't give them what you think they need. Give them an offer they really want.
3) Have your click-through rates always been low? Or this is just a low response to this particular campaign?
You might need to study your analytics more closely to look for trends. This, in addition to educating your clients before you launch offers.
These are just some thoughts off the top of my head. Again, I'm making assumptions here. But these 2 questions provide a good starting point for analyzing why your click-through rates are low.
Well, Asim, better responses require a better connection with your target audience. You should reach out
to them on a more personable level i.e. surveys or research participation.