The CTR (Click Through Rate) is simply the percentage of people who opened your email and then clicked on a hypertext link. Assuming you are using an email marketing tool (either your own system or service), the CTR of every email you send is available on the campaign dashboard. With a glance, you will know how many people clicked through. You can also see the links people clicked, which is very helpful in determining what draws your customers’ attention.
What’s a good CTR? If you’re looking at click-through based on your entire list (so including those who didn’t open the email), anything over 10% is good. If you’re only looking at the rates of opened emails, it should be higher—in the 30% range.
Return on Investment—every marketing and advertising tactic you use needs to produce a return. Of course, sales are ultimately the most important indicator of ROI, but they aren’t the only measure you can use to determine if a tactic is producing results. When it comes to email marketing, your click-through rates (CTRs) are one measure of success.
There are strategies you can use to increase your click-through rates, and that ultimately increases ROI (and sales). In terms of the actual links, there are three things you can do:
Of course, the actual links aren’t the only factor in getting clicks. Good offers and good calls to action are critical to garnering interest. Give your customers what they want and they will click.
Finally, your email list quality plays a critical role in CTR. Quite simply, if you want your campaign to perform, you have to send it to people who will be interested in your offer. And that’s the job of your list. You can keep your list working for you by cleaning it up and, if you need to augment it with more names, working with a quality list broker to find a list that will reach your target.
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