Sending emails is a good thing and having a good open rate is also a good thing, but is it really beneficial if you have a low click rate (CTR)? The ultimate goal of your newsletter and email campaign is for your list users to click on your content and get to your website…
Click-through rate (CTR) is a more revealing indicator of the open rate in terms of your audience’s interest and ability to engage with you.
Note that the average CTR for emails across all industries is around 4.20%. In other words, out of 100 emails opened, 4 people click on your links.
It may sound low, but there are ways to increase your CTR. Here are 8 ways to increase the click-through rate on your emails.
1. One subject per email
A mistake many companies make is addressing multiple topics and topics in the same email. Be aware that users are subscribed to other newsletters and receive a lot of other emails every day. If you can get them to open your email and they find a lot of different and varied content, they will be lost very quickly and leave your email, without clicking one of your links.
So respect this: Email, subject. This does not mean that you have to put only one link. Many links can lead to several aspects of the same topic. Just please don’t overload your followers, and know that they usually lose focus after 8-10 seconds.
For example, if your email deals with SEO, it will be risky to speak up and provide links related to Facebook ads. Especially if the subject of your email is SEO related. Stay still and focus on a topic, a problem, and an outcome. If in your email you are helping subscribers get a better signal on Google, don’t offer them links to create a Facebook ad as a reward, that’s self-evident.
2. Give priority to short emails
Like I said before, people receive dozens and hundreds of emails per day. Even if the quality of your writing is good, it is dangerous to write long emails of 500 words. Subscribers to your channel, even the most loyal, do not necessarily have time for this.
In addition to good writing quality, you should also be good at texturing and shortening your content. Learn to omit unimportant phrases, useless terms, and expressions that do not come to serve your first topic.
In short, you need to type enough to make the user want to go further, without wasting too much time. This is your ultimate goal, to find a happy medium between them Efficiency and brevity.
Avoid unnecessary images, sitelinks, long lists, etc. Get straight to the point and quickly present your solutions.
3. Increase the number of links
You’ve certainly heard the phrase “less is more” to highlight simplicity, especially in design. A simple interface will be more efficient and you will pay more. For emails, it’s a different story. According to several studies, the more links in emails, the better.
In general, an email with two links will work better than an email with a single link. Most readers need a little longer to click on your first link. So they will keep reading until they reach your second link, where they will be “more exciting” to click. So it might be interesting to include two or more links.
Some research has even concluded that emails with more than 5 links work better than emails with less than 5 links. Feel free to enter several. But be careful, keep in mind that these links should be consistent with the topic. Otherwise, your email may be perceived as spam in the eyes of your subscribers.
4. Segment and address your audience
When you receive emails in your inbox, are the offers still relevant to who you are? If I send a newsletter to a user and they ask themselves the question “Why did they send me this?” is that you are talking to the wrong person.
Untargeted users who receive emails that don’t match them ask questions that can quickly tarnish your reputation. Imagine that with your newsletter you send out web development tips, very well. Imagine a writer received your newsletter, do you find that consistent?
The user in question may ask these kind of questions:
- Are they scammers?
- How did they receive my email?
- What will happen if you click on their link?
So it’s a matter of gain and consistency here. Mail should be collected normally and the user should know what your newsletter contains before registering.
So you should send your emails by section. If you are a large communications agency, send only certain emails to audience A and other emails to audience B. Make sure your emails reach the right people and therefore the right target.
5. Visual editorial work
Emails should not be boring, stressful, or overly dense. The content of your content should be good but don’t forget the format. Nothing is worse than large blocks of hard-to-read text filled with technical jargon.
Again, here too you have to keep in mind that users do not have the patience to read your content in detail. Similar to blog posts, in most cases readers browse through content, titles, lists with bullets, bold words, etc. So even if you manage to publish high-quality content, users will not read, because that content in question has no place in the newsletter.
The newsletter is quick to consume, a bit like a post on social networks. So you must:
- create space between lines;
- Rely on short, simple and poignant sentences;
- use of bulleted and numbered lists;
- Use headings and sub-headings…;
- Use highlight, color, bold, etc.
The goal is to improve readability and make the content easily consumable. Readers should find it fun to read your content quickly. We’re talking here about improving your writing in terms of copywriting and UX writing.
6. Exploit “PS”
As we’ve seen, including many links in your email body can significantly improve your click-through rate. But there is also another element that improves the effectiveness of your links, which is the “PS” at the end of your emails.
In general, PS attracts the attention of readers. The PS section alerts the reader and makes them understand that there is an additional piece of content. This appeals to the psychological bias that readers tend to be more interested in the items placed at the end of the list.
So placing a link in PS can particularly attract readers’ attention.
7. The subject should be consistent with the email
Some companies bet everything on the opening rate, even if that means lying in their email subject line. Even if you grab your readers’ attention with the subject line to get them to open your emails, what’s the point if the body of the email has nothing to do with the promise of the subject line?
Certainly, it is important to create attractive objects that will make you want to open mail. But that is not your ultimate goal. Your goal here is to get readers to click on your link.
For example, if you specify in the subject of your email “Get 50% off” and your email text does not match that discount, you will get a very low CTR, a high bounce rate, and maybe even an unsubscribe.
So stop focusing on the opening rate, it’s not what gets you sales in priority. It is better to have a fairly low open rate but a high CTR compared to the other way around. So make an honest promise in your email subject line and make sure that you are consistent in your email body regarding it.
8. Work on CTAs
As in the case of the website, the calls to action and especially their texts should be worked on. In fact, “Click here” will not be as effective as “Download technical document”.
Instead of writing on the link what the user does (ie the action), it is better to write what the reader gets. You have to stay on the logic of value proposition. The mistake might be assuming that your subscribers easily understand where your links are leading.
So the goal is to make it clear what your links bring in and what will happen once subscribers click on them.
The click rate on your emails is one of the most revealing metrics for engagement, the effectiveness of your email campaign, and the loyalty of your subscribers. A high click rate says a lot about your subscribers and your copywriting strategy. While a low CTR indicates that you need to revise the way you do things.
All of the things listed are worth trying in your newsletter or mailing campaign. The goal is to always test new things to continually improve your click-through rate. For example, you can do an A/B test to quickly test ideas and see what works best.