How To Boost Email Click-Through Rate
The average email click-through rate is about 2.5%. This percentage might seem low, but even the biggest brand names have yet to reach click-through rates in the double digits.
The truth is: many people subscribe to email subscriptions but never actually open any emails, let alone click on a link. Any small business can have thousands of email addresses, but you need an effective email marketing campaign to convert subscribers into customers.
Each email needs a clear goal.
Every email campaign needs a singular clear goal. Without one, your users will just be receiving a load of information and content that they will not know what to do with.
The goal of an email can vary greatly depending on the company. It could be promoting a new product, selling tickets to an upcoming event, or driving traffic to the latest blog post. Whatever the goal might be, brands need to make it clear to the audience so they may take the proper action.
Not only is this helpful to the user, it is also helpful to the company. Establishing the goal will help the company design the email campaign.
The goal should dictate all the elements of the email. If you are trying to sell tickets, include photos from the previous year’s event to motivate users to attend this year’s event. If you are trying to promote a new product, use the copy to describe the product and use the call to action button to drive the user to the product’s webpage.
It’s true, email marketing isn't always the best fit for every brand. In today's digital age, there are countless other ways to promote your business. The key is identifying where your potential buyers spend the most time. I always encourage my clients to start by picturing their ideal customer and work backwards from there.