Email Marketing 101: How to improve your click-through rate
By now you’re probably familiar with many of the terms related to email marketing (assuming you’ve read the last four of our Email Marketing 101 blogs – if not, you’ve got some catching up to do). But there is one last, very important term we need to acquaint you with… the click through rate.
We know what you’re thinking, “UGH, another thing I have to pay attention to”, but the click through rate is closely related to conversions… so you may want to take notes!
We’re going to walk you through the basics and how your conversions can improve parallel to that of our favorite metric, the click through rate.
What is the click-through rate?
The click through rate is a tangible way to measure just how many users are actively engaging with your content. By clicking a link, they are choosing to leave the email and be redirected to a new page. This opens the door for potential conversions and increased traffic to your website.
From an equation standpoint, the click through rate is the number of clicks divided by the difference of the number of emails sent minus the number of bounces. Once you have that number, you multiply it by 100 to get a percentage.
If you’re a little confused, check out our graphic below to get a better idea of what the formula looks like.
Why is it important to have links in your email?
Your click through rate can help you better understand how your users are engaging with your emails. Including links to pages outside of your email can have a number of benefits for your marketing efforts.
1.) Engagement
If your email doesn’t contain any links, there’s very little reason for users to visit your website, check out your social media accounts, browse your latest products or blogs posts, etc. Give them a reason to engage with your business and scroll through your platforms!
2.) SEO
Hyperlinks to your website in your emails boosts your SEO and ranking on search engines. The more traffic to your website, the better your search engine optimization will be, so link, link, link!
3.) Enhances the CTA (call to action)
All emails should have a good call to action, and all emails should have a link that supports it. You don’t tell your user to “shop your sale” and then expect them to type in your website and find the sale… they won’t do it.
Implementing a CTA button that hyperlinks to the page is an easy way to kill two birds with one stone (metaphorically speaking). If you’re not tech savvy, instead of a button, just link the text.
Linking your call to action enables effortless transitions from your email to your website or other desired page. Here’s an example of linking text: Browse our services today! (See what I did there?)
4.) Higher chance of conversions
The more users leaving your email to follow a link to your website, the better chances you have at them following through with your desired action. If your email contains a promo code and an easy link to your store, users are more likely to follow the link and then use that code to complete a purchase.
Improving your click through rate
Place the same link in multiple places throughout your email so there are multiple points of access.
Some users may open an email and choose to click the call to action at the top, others may choose to read through the entire email before clicking any links, or, if you’re like me and halfway through get intrigued by a link, you follow it in the middle of your reading.
By placing links throughout the header, body and footer of your email, you increase your chances of users clicking on at least one of the links.
Optimize your email send time to ensure that your emails are going out when your audience is most active. If you’re sending your emails at a time when your audience isn’t likely to be engaging with your, or any brand’s content, then it won’t be a surprise if you receive low engagement and click through rates.
And lastly, make sure your emails are going to the right audiences. Users won’t engage with your links, let alone even open your email if it is not relevant or beneficial to them. By segmenting your subscribers, you can increase your odds of engagement and boost your click through rate.
Thank you for reading the final blog in our Email Marketing 101 Series! If you missed any or would like a refresh, you can find the other blogs in the series below.
Email Marketing 101: Best practices for email marketing
Email Marketing 101: How to grow your subscriber list
Email Marketing 101: How to create attention-grabbing subject lines
Email Marketing 101: How to improve your open rate
In need of digital marketing help? You’ve come to the right place. At Webfitters, we’re a one-stop-shop for all your marketing needs. Contact us today to see what we can do.
By now you’re probably familiar with many of the terms related to email marketing (assuming you’ve read the last four of our Email Marketing 101 blogs – if not, you’ve got some catching up to do). But there is one last, very important term we need to acquaint you with… the click through rate.
We know what you’re thinking, “UGH, another thing I have to pay attention to”, but the click through rate is closely related to conversions… so you may want to take notes!
We’re going to walk you through the basics and how your conversions can improve parallel to that of our favorite metric, the click through rate.
What is the click-through rate?
The click through rate is a tangible way to measure just how many users are actively engaging with your content. By clicking a link, they are choosing to leave the email and be redirected to a new page. This opens the door for potential conversions and increased traffic to your website.
From an equation standpoint, the click through rate is the number of clicks divided by the difference of the number of emails sent minus the number of bounces. Once you have that number, you multiply it by 100 to get a percentage.
If you’re a little confused, check out our graphic below to get a better idea of what the formula looks like.
Why is it important to have links in your email?
Your click through rate can help you better understand how your users are engaging with your emails. Including links to pages outside of your email can have a number of benefits for your marketing efforts.
1.) Engagement
If your email doesn’t contain any links, there’s very little reason for users to visit your website, check out your social media accounts, browse your latest products or blogs posts, etc. Give them a reason to engage with your business and scroll through your platforms!
2.) SEO
Hyperlinks to your website in your emails boosts your SEO and ranking on search engines. The more traffic to your website, the better your search engine optimization will be, so link, link, link!
3.) Enhances the CTA (call to action)
All emails should have a good call to action, and all emails should have a link that supports it. You don’t tell your user to “shop your sale” and then expect them to type in your website and find the sale… they won’t do it.
Implementing a CTA button that hyperlinks to the page is an easy way to kill two birds with one stone (metaphorically speaking). If you’re not tech savvy, instead of a button, just link the text.
Linking your call to action enables effortless transitions from your email to your website or other desired page. Here’s an example of linking text: Browse our services today! (See what I did there?)
4.) Higher chance of conversions
The more users leaving your email to follow a link to your website, the better chances you have at them following through with your desired action. If your email contains a promo code and an easy link to your store, users are more likely to follow the link and then use that code to complete a purchase.
Improving your click through rate
Place the same link in multiple places throughout your email so there are multiple points of access.
Some users may open an email and choose to click the call to action at the top, others may choose to read through the entire email before clicking any links, or, if you’re like me and halfway through get intrigued by a link, you follow it in the middle of your reading.
By placing links throughout the header, body and footer of your email, you increase your chances of users clicking on at least one of the links.
Optimize your email send time to ensure that your emails are going out when your audience is most active. If you’re sending your emails at a time when your audience isn’t likely to be engaging with your, or any brand’s content, then it won’t be a surprise if you receive low engagement and click through rates.
And lastly, make sure your emails are going to the right audiences. Users won’t engage with your links, let alone even open your email if it is not relevant or beneficial to them. By segmenting your subscribers, you can increase your odds of engagement and boost your click through rate.
Thank you for reading the final blog in our Email Marketing 101 Series! If you missed any or would like a refresh, you can find the other blogs in the series below.
Email Marketing 101: Best practices for email marketing
Email Marketing 101: How to grow your subscriber list
Email Marketing 101: How to create attention-grabbing subject lines
Email Marketing 101: How to improve your open rate