However, in order to make email marketing truly effective, there are quite a number of things to pay attention to. One of the most crucial of these is the 'Click-To-Open Rate'. But what actually does this concept refer to?
And how can such a concept be used to your advantage?
If you want to learn a little more about email marketing, and how the 'Click-to-open rate' can help you out, then you will definitely want to keep on reading down below, because we have collected together all you could need to know!
This gauge helps you to get a sense of how many of your email marketing correspondences have actually been opened, and how many recipients have clicked on links within a given email.
Measuring this can give you a great sense of how effective your email marketing actually is, and whether potential customers are not only opening your emails but following through on reading them and taking action with them.
If you are a business making use of email marketing, then you need to make sure that a high number of your recipients are actually reading through the emails you send out, because this means that your recipients will be more likely to click links in emails and become first-time customers or returning customers.
This is a difficult question to answer because it largely depends on what your subscriber list looks like, and what your individual goals are.
Some businesses may have a massive CTOR, while others might have a slightly smaller CTOR, yet both may consider these CTOR numbers to be 'good' for the needs of their business.
In order to determine what a 'Good' CTOR is for your business, it is good to set benchmarks.
Take a look through the CTOR of previous email marketing campaigns, and then use this information to determine which campaigns have proven most effective. This will let you know which types of emails perform best.
From here, you can experiment with different types of emails to send out, which can help you to then determine an acceptable CTOR for your business!
Make sure that you only communicate what matters the most with each email, and ensure that the most important information is contained towards the top of the email so that it is the first thing that recipients see.
If you need to communicate lots of information, ensure that the information is broken down into sizable chunks that can be easily scanned through.
If you want your recipients to subscribe to something, to purchase a product, or to make use of a discount, then you need to make this incredibly clear.
As part of this, you will also want to make sure that all of your 'Call to action' buttons are clear, and point in the right direction.
If you over-complicate your emails with too many calls to action, then recipients can become overwhelmed, and click away from your email entirely.
If you overload your emails with flashy effects and extra elements, then the email will take longer to load on the recipient's device, which may cause them to avoid reading the email entirely.
We mentioned a little earlier that it is best to frontload your emails with the most important information so that if your recipient is 'scanning' emails incredibly quickly, then they will get the most important information.
This can help to 'Hook' recipients in, and influence them to read the rest of the email. At this point, you will want to make use of a visual hierarchy.
Include design elements that help to guide the recipient's eye down the course of the email, and ensure that information that is less pertinent is of a smaller size.
This helps to ensure that the recipient does not become overwhelmed while reading, and then click off of your email. It aids in the 'Scanning' process and makes it easier to gather all of the information you want to communicate.
Keep emails concise and clear, to ensure that people are more likely to click on links that you attach to them!