Email click-through rate shows the engagement of your target audience with content, which depicts ratio of clicks on links in your email campaigns. This rate depends upon the industry and purpose of marketing campaign. In short, it’s a metric that gives insights into the strength of content by picturing the number of people that it nudge into action.

If the purpose of marketing is up sell and cross sell to existing customers, then our CTR is usually higher with an average of 40%, while for lead nurture it goes lower with an average of 10%. CTR largely involves external factors like subject line, calls to action, crafty copy and even subtle factors like link positioning, link emphasis, email body and time of the day.

For working out CTR we collect number of subscribers that click at least on one link in our marketing campaign. We divide that number with the number of emails sent in that specific campaign. This is a breakdown of email click-through formula:

Email CTR = Number of Clicks / Number of Delivered Emails x 100

The graph below shows the average CTR across the globe. It is a general analysis for coming up with best suitable campaigns for specific market in certain country. So an average above 4% is welcoming, while going below is alarming.

For attaining the best click-through rate we take the following measures also optimize them side by. Optimization for all Devices

We know readers use all sort of devices for clicking and assessing an email, but most often it’s a mobile phone. So the easier the access via mobile the higher the CTR! A study shows that 70% of all readers delete the emails that are not optimized for mobile phones. A lion’s share! Isn’t it? So we never overlook cell phone users and make sure that our email is optimized for all devices.

Our years experience has made us choose weekends as a benchmark for launching campaigns. Saturdays and Sundays are the ideal time for increasing CTR. A research shows that email CTR is highest between 9am and 4pm, but even deep study shows that they are just clicks on emails, not going for call to actions. Since morning and afternoon are busiest times for the readers to click-open and go through emails, so we opt for before and after daytime working hours. The reason behind this choice is that the readers during these hours are on relaxed mode and better engage with our message to respond.

When it’s about email, the content matters the most. To the point, relevant and thought generating content is what we embody in our email. We keep it short, vivid and aligned with readers’ everyday life. Our text is not like imposing sales call, rather a fine storyline provoking the need of the product to the readers’ senses.

We target your potential customers basing on their prior buying activities and interactions. We know a baseless targeting will end us up on least CTR return and high revenue cost. So we approach a segmented class to get highest CTR, as the product offered rightly meets the needs of the readers.

Our email content for any campaign is personalized with the addressee’s name and of rep too to render a customized experience. Adding subscribers’ names in the content tailors to their needs and makes them feel personal.

It’s an era of social media. We know that the subscribers we target for certain campaign are very well connected to social media via apps. Adding social media sharing icon in email body adds to our expectations for high CTR as the readers, even if they don’t go for buying, surely share the email out in their inner or outer social media circles.

Calls to actions are buttons or text links on emails that direct to certain landing pages. For it we follow the ‘the lesser the better approach’. Basing on our study about readers’ psyche, we know that the more the options the more confused audience. A lot many ways drives them nowhere, so we show few and it works. Just look at the following email ads and think which one pushes you to go for more.

If you guessed the shorter, the compact one and the one with only CTA, then you are right. After all you are reading an email, not a blog post for going through product features. An addition to CTA working is its placement, and we do that basing on your demand and for sure on our feedback of prior campaigns that nailed more calls to actions.

This option again depends upon your needs but we mostly recommend text links as they are clearer. Buttons too work but give an oblique guideline about the landing page and we know an email reader is curious to approach the final process in the least possible time.

Miniature painting is an old art form to convey stories and we follow it. Our analytics conduct a detailed study of your product and suggest for the required images to add in email body. We know it’s human instinct that we fabricate stories while watching images and correlate them with our life incidents. Adding a good number of your product image makes it convenient for the readers to make choice while giving them a homely experience of being in your outlet store.

Our campaign’s email is a blend of extracts from the colors of your brand and product, with focused subject line and stimulating cues to attract specific waiting audience. And believe, it makes them stay connected and gears them up to go for more and indulge in buying.