Make the Most of Open and Click-Through Rate
Email marketers keep striving hard to find new ways to increase their open and click-through rates. However, in this competitive rage of discovering new methods and techniques, they often tend to overlook the basic facts attached to the deal of open and click-through rates. Hence, in this article, we are going to discuss a few basic fundamentals of the same.
Understanding Open Rate
The success story of an email campaign can begin only when people choose to open and read it and this is the reason why, it is important to have genuine, effective presentation. As in a newspaper you pick to read stuff that carries the subject of your interest, the same is true with email newsletters. One of the most important factors that persuade subscribers to open your email newsletter is the subject line. In order to procure great open and click-thru rates, you have to know your audience and their needs. Your message has to be well targeted, timely, and attractive.
Subject line: Always have short and snappy subject lines that easily grab attention of your subscribers. Many people receive hundreds of emails everyday and hence, your email message has to face intense competition in your subscribers’ inbox. This is the reason why, it is important for your subject line to be extremely attention grabbing. Another thing that you must keep in mind is totally avoiding the use deceptive spam techniques. Also, you must shun the use of words like FREE, GUARANTEED, Limited Offer and other sort of get- rich-quick schemes as it may lead your emails to the deleted folder. Using upper case for each and every word and excessive exclamation marks are also not advisable.
The subject line you choose should be short, catchy and preferably relevant to one of your articles in the newsletter or marketing package. Possibly, it could be some latest news or exclusive interview. (Some of the most favorite picks are like ‘How to choose the apt Email Marketing Software’ and the “number” articles like 7 Tips increasing your open rate). In addition, try putting your newsletter name in brackets at the beginning of your subject line to get easily recognized from other emails in your subscribers’ inbox. Also, your subject line should be consistent in form.
“From” field: Along with the Subject line, another important thing that your recipients will surely see is the “From” field information. It is very important that your customers take you as a reliable source as only then they will read your emails thoroughly. A well-known person, trusted connoisseur of the industry, involved in the creation and publishing of the email campaign, should put his/her name in From field. Moreover, in case of a group or a corporate newsletter and campaign, you should use your company’s name. Strictly avoid experimenting with your “From” fields. Select one “From” field and stick to it. Making frequent changes in the ‘From field†is an un-professional deed, which reduces your open rate to decline.
Understanding Click-Thru Rates
Once your email message gets opened, the next level game starts with clicks. Good open rate is only the initial part of the job; later part deals with the click through rate that demands your email message to be well crafted with quality content for your subscribers. In order to have a decent click-thru ratio, you should have informative content for your targeted subscribers (CTR). Analyze properly what your subscribers want and increase your CTR by putting your most important articles and ads at the top of your email newsletters. Instead of giving long articles, try putting several tips. Moreover do not overstuff your newsletter with ads as people wish to read informative things and not lots of ads.
It is advisable to publish your HTML newsletter with attractive, clickable photos that are relevant and in sync with your articles. Another way of increasing your Click-Through rate is offering some value-added services to your subscribers. Invest in your relationship with your subscribers; take good care of them, write useful, informative articles, offer exclusive discounts and avail their genuine appreciation through increased click-through rate over and over again.
Summary: Different types of email messages have different click-thru ratios. Click-Thru ratio is important but it does not mean that every click on your follow-up article or offer will get converted into a sale. It may be possible that lower CTR gets you more sales than higher CTR. Hence think well and plan accordingly, your next email campaign.
