(Newswire.net — April 15, 2021) — There is no denying the fact that click-through is the most crucial email marketing aspect based on which the success or failure of an entire email marketing campaign can be deduced. As per a report by Ascend2, a whopping 73% of marketers gauge their click-through rates to determine the destiny of their campaigns.
But what’s the click-through rate that you should be aiming at given the changing times and industry dynamics? Well, here’s the catch. It is a growing belief in the email marketing community that with the average of emails rising up to as high as 121 in a single day (as per a report by Campaign Monitor), click-through rates are bound to decrease. However, things are not as bad as they might seem.
On average, the click-through rate was 3.56% in 2010. Today, as mentioned in a Smart Insights report, the overall average open rate is 16.97%, with an average click-through rate of a whopping 10.29%. So yeah, you get the point, right? The increasing number of emails sent or received per day does not necessarily mean a drop in the click-through rates.
However, please keep in mind that the data mentioned above is universal average and varies from one industry to another. You may check out the data for your specific industry and stack your numbers against the industry average, if they are close then you are doing a great job and if not, then here are some tactics mentioned below that would help you skyrocket your email marketing CTRs in 2021.
Acing the email subject line game
As email marketers, we are well aware of the shape-shifting dynamics of the email marketing industry but one thing that has been universal since eternity is the correlation between CTRs and email subject lines. As per a Litmus report, one in every three recipients says that the subject line plays the most crucial in making them decide whether or not to open an email. The same report also suggests that almost 70% of your target list might report your email as spam just by looking at the subject line.
Hence, here are a few ground rules to help you nail your email subject lines:
- Leave your audience wanting for more. It can be a cliffhanger where they are curious to know what’s there in the email.
- Tempt your recipients with a timer (Not exactly a stopwatch but include an element of time and urgency in your subject lines.) However, do not induce just plain FOMO as it might hurt the brand reputation in the long run.
- One of the best ways to get someone talking is by asking them questions. But do not mention irrelevant ones just for the sake of mentioning them.
- Do NOT wander away from the email’s messaging just to create an enticing subject line. You must remember, that email subject lines are a sneak peek into what’s inside, and hence, your subject line should be in sync with your email body else your recipients would smash that unsubscribe button out of frustration.
Are you also trying to boost your email marketing click-through but haven’t succeeded yet? Well, it’s time to let the professionals do their job. Professional email marketing services such as Mailchimp email experts or Marketo certified associates are your best bet when it comes to taking your click-through rates to a new height. They can not only help you with your click-through rates but can also elevate the overall appeal of your entire email marketing campaign.
Looking after the email formatting
An enticing email with high-value content and relevancy is useless if it can’t be opened or read properly. Your bounce rate and not your CTR would escalate if you didn’t consider the following points while formatting your email marketing campaign:
- All your emails must be mobile-friendly. There is no other way around it. As per a report by Experian, 50% of emails are viewed on mobile devices. Hence, make sure that they are responsive to the various mobile screen aspect ratios because unoptimized emails do not register higher click-through rates.
- Do not stuff your images with crucial information. This would not only harm your email accessibility but would also rob your visitors some of the vital content in case the images get blocked.
Keeping your templates up to date
Your email marketing will go outdated in no time if you do not refresh your email marketing strategy and email templates as per the changing dynamics of email marketing. Email marketing is a vibrant and volatile place. If you stick to the same design language for a long time, your emails will become redundant resulting in lesser engagement and an eventual loss of CTRs.
Are you tired of creating the email templates by yourself which didn’t seem to work out? You can now have professional services on board that would empower your email marketing endeavors with oh-so-tempting templates. Services like Pardot email templates or Salesforce email templates are the best in business and light on the pocket if you want your email marketing campaigns to be the most effective.
A Case Study to Inspire You
Take a look at this email example.
Which email campaign must have performed better, according to you?
Well, it is the second one, with a single CTA. It increased the click-through rate by 42%. This goes to show that you must not include too many options and distractions for the users.
Wrapping Up
Email click-through rates are all about how well you can sell the email without even someone opening them. Though the email subject line plays the most crucial role, there are other essential aspects like the ones mentioned above.