To make a sale or increase your conversions in email marketing you need to monitor your email click-through rate. Click-through rate describes the percentage of subscribers who see the link or email or subject line and click the links within your email after they have opened them.
This rate allows you to determine how to affect your email content by persuading or valuing your target audience.
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How To Calculate Your Email Click-Through Rate
To determine your click-through rate, you need to take the number of links clicked and divide it by the number of delivered emails. Then multiply it by 100 to get the correct percentage.
For example, say you sent 400 emails and saw that 20 of them have opened and clicked the link inside, your email click-through rate would be 5%.
The formula would break down as follows:
Link clicks (20) divided by the number of emails sent (400) multiplied by 100 = Click-Through Rate
- 20 Ă· 400Â = 0.05
- 0.05 x 100 = 5%
5 Ways To Increase Your Email Click-Through Rate
The key to improving your email click-through rate is to create the right content, understand your target audience, and make it obvious and easy for them to participate.
The more your subscribers click-through, the higher your revenues.
1. Keep Email’s Organized, Clear, and Direct
Your emails should be short and direct but with enough information to get your point across and provide value to your subscribers. For example, instead of providing your full blog in the email, provide a link for them to read the rest.
Emails should be used as a summary or overview. The longer it is, the more likely your reader will get disinterested and click off the email. Make sure each email you send has one main objective. This way, your readers don’t get distracted or confused on what direction they need to take next.
2. Use List Segmentation
Personalized and targeted content is key to increase your open and email click-through rate. This is because list segmentation helps you organize and divide your customers in a way that makes it easier to communicate with them.
Segmentation involves picking outliners such as your subscribers’ website viewing or email reading behaviors, demographics, and geographic characters and then developing and sending each segment’s individual and personalized email sequences. The idea is to make sure only those truly interested will receive the content, improving your conversions while maintaining your email list.
3. Make it Smart Phone Friendly
Nearly 84% of those who use a smartphone have reported it as being their primary tool to check email. This means if your email isn’t mobile-friendly, you’re likely missing out on many opportunities of making it easy for your subscribers to opt-in and click-through. If the process is frustrating, they won’t want to participate.
4. Add Social Sharing
You can increase your click-through rate by as much as 30% (according to an Econsultancy report) by adding three or more social sharing options. Every email you send may not be useful to your readers, but that doesn’t mean they don’t know a friend, loved one, or coworker who could use the information instead.
5. Enhance your Call-To-Action
Use one obvious call-to-action through your email sequence. Make it the first and last thing they see so they know exactly what they need to do to click through.
Download: The 5 Step Email Content StrategyÂ
The most important thing is that you get to know your audience so that you know exactly how they want the content you create designed and delivered to them. Writing good email content is all about following a process that helps you cover all the arguments your audience may have in their mind about the solution you’re recommending. To help you improve your email click-through rate, download the free checklist, The 5 Step Content Strategy to discover the key content marketing tactics used by the most successful online entrepreneurs.
