Click-through rate (CTR) is the number of users that click on a specific link out of the total users that view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns.
Marketers understand how important click-through rates are. They indicate that what you send resonates with your recipient, and how successful your campaign has been. Here are ways to improve click-through rates.
Draw recipients into the email. People have very little information to decide whether to open or delete, a choice that your readers will make in milliseconds. Your readers only know who the email is coming from and the subject line—so you need to make sure that they count.
There are plenty of guidelines for writing open, worthy subject lines, but if you’re looking for the best subject line, all you can do is test. Test. Test. And, you got it, test.
Deliver personalized, relevant content. People are inundated with emails. If you’re not thrilled to find another “THIS IS YOUR LAST CHANCE!” or “Wow, best deal ever” email in your inbox, neither are your recipients.
And I don’t mean using their %%FirstName%%; I mean offering content that people really want to open.
Use just one call to action. Don’t dilute your message—have one action you want your recipient to take. If you want them to take your software for a trial run, don’t also ask them to subscribe to your blog, follow you on social, and email your mom.
Consider your audience. What’s your niche? Who is your audience? When are they checking emails? What do they want to know? Craft customer personas for people who use your product or service, and create emails that speak directly to them. If your customers tend to be start-ups, provide them with useful tips for getting up and running; if they’re marketers, don’t patronize them with basic information. Whatever you send, make sure you provide real value.
Always ensure your emails are mobile optimized. Over time, people are continuing to consume more and more from their mobile devices. And while this is darn good advice, the only way to improve your CTR is to test and iterate—every audience is unique, and you need to find the best way to resonate with yours.
You may think that you have little or no control over click-through rates but you can use many different approaches that will positively affect the click-through rates. As is always the case, your professional success depends on how you interact with your readers and whether you are able to connect with them on an emotional level. If you are able to succeed at connecting with them in a way that makes them want more and more, it will be the beginning of a solid, enduring, hopefully long-lasting relationship that will continue for a very long time.
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