If you are getting started with an email marketing campaign, then you may have heard the term “click-through” rate being thrown around. Maybe you’ve encountered the acronym — CTR — in blog posts telling you what you should be doing with your campaign. If you’re not sure what a CTR is, what yours should be, or why it’s important, then continue reading.
What Is Click-Through Rate?
According to Google Ads, click-through rate (CTR) is a ratio that measures how often those being exposed to your advertisements, or emails, are taking the initiative to click on them. The number of people who have seen it is referred to as impressions and the number of people who clicked is referred to as clicks. CTR is calculated by dividing clicks by impressions. For instance, if you had 7 clicks out of 100 impressions, then your CTR would be 7%.
CTR is an indicator of how successful your email marketing campaign is performing. More clicks mean that you are reaching the right audience with the right content. A low CTR likely means that you have some work to do.
What Is An Average CTR?
In terms of email marketing, the average click-through rate is anywhere between 2-5%. The percentage will vary depending on what industry your business is in. For example, the real estate and education sectors tend to have significantly higher CTRs than retail or travel.
How Can You Increase CTR?
If you think your CTR is lagging and has the potential for growth, don’t be afraid to make some changes! There are a few easy changes that you can make, such as:
- Show, Don’t Tell: Use fewer words and increase the amount of visually stimulating images you’re using in your emails.
- Time Emails Properly: People are less likely to click on emails from your business when received during working hours. Consider sending them out earlier in the morning, later in the evening, and on weekends.
- Be Device-Friendly: You want to make sure your emails will look professional and appealing across all devices — phones, computers, and tablets.
- Personalize the Experience: Use subscribers’ names in the subject line of your emails and when addressing them to make them feel like they aren’t just another number.
For personalized assistance with increasing your CTR, you may want to reach out to a professional marketing agency. They will know your industry and use their expertise to make your emails stand out from the rest.