How to Increase the Click-Through Rate of Email Campaigns

The clickability metric reflects the actual number of users who visited the site after viewing a specific advertisement. CTR is correlated with other metrics, specifically CR or conversion rate. The conversion coefficient shows the percentage of people who not only clicked on the ad but also carried out a target action: called the listed contacts, placed an order, and so on. Based on the above facts, one can logically conclude that the greater the number of users who transition to the site through the suggested link in the announcement, the higher the likelihood that users will make the steps expected by the owners of the internet platforms.

For an email campaign to be practically indispensable, it is necessary to consider a number of nuances when composing electronic mail messages. The next section will focus on these details.

Carefully Consider the Email Subject Line

The optimal length for the email subject line is approximately 40 characters. With such proportions, the textual message maintains readability on any device (it will not be overly truncated or look cramped, nor overly long and tiresome). The “email subject” is the fragment of information that the recipient sees first when checking their inbox. Consequently, this part of the message should be maximally intriguing, captivating, while also remaining concise and content-rich.

A short addition to the email subject acts as a header, where the main idea laid out in the email is announced. In this textual block, the main focus should necessarily be placed on the profit that the user will gain during their interaction with you.

Utilize Segmentation Mechanisms for Target Audience

As it turns out, many modern companies during the development of their own digital strategies do not engage in the segmentation of the target audience. This leads to their marketing activities not bringing the desired results, sales volumes not increasing, and clients migrating to competitors. However, if prior to launching an email campaign, you divide all users into groups based on similar criteria, you may attract new clients to the site much faster and more effectively. Typically, client base segmentation is carried out based on such factors as:

• Gender;
• Geographical location;
• Level of engagement and loyalty: regular customer or new buyer;
• Level of urgency regarding a specifically researched question;
• Behavioral characteristics of the user: “abandoned cart” scenarios, etc., optionally.

Emphasize the Quality of Information, Its Relevance at the Moment

Send users current emails that reflect the actual reality and fully cover their sphere of interests. Pay attention to seasonal trends. For example, sending a promotion about discounts on air conditioners and ventilators would be best in the summer. Utilize vivid stories and recent situational contexts, as they will also help ignite interest in the audience.

Adapt the Site for Mobile Viewing

Today, both search engines and widespread public services adhere to the “Mobile First” principle. That is, sites adapted for mobile versions are preferred by search engines when ranking and by users when selecting a resource for navigation. For an email campaign to “bring” users to the web page, the message must look presentable (plain text, proportional layout, etc.). Conversely, a user is likely to immediately send your message to spam or the trash.

Format the “Call to Action” to be More Noticeable

The element of the publication that urges the reader to perform a certain action must be formatted in such a way that it stands out against the rest of the text. Similar recommendations are given by psychologists, who assert that the contrast principle works in 90% of cases. Moreover, notable links are easier to perceive – it is clear to the reader where to click to transition to the web resource.

Use Text with an Alt Attribute

Don’t forget about possible technical glitches in the mail system. If an attached image does not appear in the message, the reader can orient themselves based on the accompanying ALT text.

Act According to an Anticipated Schedule

It is better to refrain from excessively pushing a continual action strategy and not burden the client with messages on a regular basis. Such a saturated schedule is likely to induce annoyance and discontent in the client, thus resulting in a higher chance that subsequent mails will inevitably be sent to the spam folder.

Individualize the Content

Greet the user on their birthday, mark a follow-up order confirmation with the client’s name, and other personalized details help shape a favorable image of the company in the eyes of the user. The client feels cared for by the brand, leading to a sense of loyalty and attachment to the commercial brand developing significantly.

Attach Links to Social Media Accounts

Today, a company that does not engage with social networks raises suspicions among the public. From a corporate account, the brand user can discover a lot of useful information, obtain quality product or service confirmations. Therefore, it is advisable to include social media in email campaigns.

Always Maximize Audience Engagement

To motivate readers to fulfill a desired action as swiftly as possible, equip your email with relevant templates. For instance, for an email regarding a promotional offer, provide a timer that counts down the days and minutes until the bonus program ends. Similar tricks effectively tap into psychological levels.

Conclusion

Only a complex strategy for improving email marketing will yield real benefits, which can ultimately lead to successful conversions into clicks and sales. Always remember that any new initiative requires verification, so before implementing changes to the order of email distribution, be sure to fix the input and output indicators for comparing the effectiveness of the implemented manipulations and the correction of future strategies.