Email click-through rate (CTR) is the percentage of email recipients who click on one or more links or buttons in your email. It is a key metric to measure the effectiveness of your email marketing campaigns, as it indicates how well you are engaging your audience and driving them to take action on your offer or goal.
However, email CTR is not easy to achieve. According to a report by [Campaign Monitor], the average email CTR across all industries was only 2.6% in 2020.
This means that most of your subscribers are not clicking on your emails, which means you are missing out on valuable opportunities to generate leads, increase sales, and grow your business.
So, how can you improve your email CTR and get more people to click on your emails? In this article, we will share with you some proven tips and best practices from email deliverability experts that will help you boost your email CTR and achieve better results from your email marketing efforts.
What is email CTR and why does it matter?
Email CTR is the ratio of unique clicks to unique opens in your email campaign. It shows how many people who opened your email also clicked on a link or a button within it. To calculate your email CTR, divide the number of unique clicks by the number of unique opens and multiply by 100.
Email CTR matters because it reflects how well you are engaging your subscribers with your content and persuading them to take action on your offer or goal.
A high email CTR means that your subscribers are interested in what you have to say and are willing to follow your instructions or recommendations. A low email CTR means that your subscribers are not impressed by your content or are not motivated to take action on your offer or goal.
Email CTR also affects your email deliverability, which is the ability of your emails to reach the inbox of your recipients without being blocked, bounced, or marked as spam by the email service providers (ESPs) or the recipients themselves.
Email deliverability is crucial for your email marketing success, as it directly impacts your open rates, conversion rates, and revenue. If your emails are not delivered to the inbox, they will not be seen, opened, clicked, or converted by your subscribers.
One of the factors that influence your email deliverability is user engagement. User engagement is the level of interaction and response that your subscribers have with your emails. User engagement includes metrics such as open rate, click-through rate, reply rate, forward rate, unsubscribe rate, and spam complaint rate.
User engagement signals to the ESPs whether your subscribers want to receive your emails or not. The more engaged your subscribers are with your emails, the more likely they are to be delivered to the inbox. The less engaged they are with your emails, the more likely they are to be filtered out by spam filters or ignored by the recipients.
Therefore, improving your email CTR can help you improve your user engagement, which can help you improve your email deliverability, which can help you improve your email marketing performance and results.
How can you improve your email CTR?
Follow these instructions to improve your email CTR:
- Optimize various aspects of your email marketing campaigns, such as your subject line, preheader text, design, layout, content, copywriting, call-to-action, personalization, segmentation, timing, frequency, testing, and optimization.
- Write compelling subject lines and preheader texts that capture your subscribers’ attention and curiosity and entice them to open your email.
- Design responsive and attractive emails that look good on any device and browser and that make it easy for your subscribers to read and click on your content.
- Create engaging and persuasive content and copywriting that delivers value and benefit to your subscribers and motivates them to take action on your offer or goal.
- Use clear and visible call-to-action buttons that stand out from the rest of the content and direct your subscribers to the next step in your customer journey or sales funnel.
- Use personalization, segmentation, and localization to tailor your message to your audience’s preferences, interests, and needs.
- Test different versions of your emails and optimize them based on the results. By following these tips and best practices from email deliverability experts, you can improve your email CTR and get more people to click on your emails.