Having the right email CTR (Click-through Rate) is a challenge for many marketers. There's an explanation for that: across the whole industry, nobody can tell you what a good CTR is. According to MailChimp, the average click rate across industries is only 2.43%. But many marketers will claim 30%+ CTR on their campaigns. They are not wrong.
The Open Email rate and click-through rate are a few of the basic features based on which an email campaign success is judged. There are various aspects which one looks at while understanding these features. One of the most commonly observed patterns that increase the open rate, or email CTR, is the use of a personalized or customized approach. Everybody wants to feel special, and when you succeed in doing exactly that, they tend to lean towards you. Over the next paragraphs, you are going to understand that.
Making the most to raise email CTR
1. Remove inactive subscribers; they’re killing your email CTR
You could have 100,000 subscribers, but that number means nothing if they’re not opening your emails. Numbers don't help, let alone contributing to a good email CTR. Having a big number of subscribers always looks great - specially if your boss understands nothing of digital marketing -, but it’s unfortunately just a ‘vanity metric’.
Rather than quantity, focus on the quality of your list. Focus on the active subscribers that regularly open your emails. They are the ones that want to hear from you and those are the ones you should be focusing on.
If a subscriber hasn’t opened your emails in six months, it’s better to remove them. It’s costing you money to send emails to them, and it’s dragging the email CTR down. This doesn’t necessarily mean your emails are wrong or should be any different - just that they aren't into you anymore.
These users may no longer need the services you offer or perhaps they simply aren’t checking that email address any longer. It’s all about ensuring your list has only high-quality subscribers. Oh, one last trick you can use is a last-ditch email. Send an email to anyone who hasn’t opened in six months with the subject line: “We haven’t heard from you in a while…” and ask them if they’d like to remain on the list. You could offer a discount or incentive for staying too.
2. Subscribers have to decide what they want and when
Some subscribers are going to wish to hear from you twice a week. Others will prefer just a monthly update. To get a good email CTR, you have to send the emails right when they want it. And who can tell it? Themselves.
Some subscribers are only interested in email discounts. Others want to hear about every new blog you publish. You can avoid overloading your subscribers by letting them choose how often they receive emails and what type of content they’d like to read. It’s best to give them these options when they sign up.
3. Segment your list, so subscribers get what they want
One of the biggest reasons for a low open rate is that emails simply aren’t relevant to the subscriber. A subscriber in Russia, for example, probably isn’t interested in the “10 best restaurants in Paris”. In this case, you could separate your subscriber list by location. Now you can send location-specific content to your audience.
This is an excellent strategy - because no matter how hard we try to only have our target audience/clients/customers on our list - we still end up with a range of people. All with a range of interests and pain points. Let’s say you blog about blogging and business-related topics.
A strategic way to segment your list would be to find out where each person is on their journey, and tailor your email content for each group. Then your bloggers only looking for beginner blogging tips will only receive those emails, and your entrepreneurs only interested in more advanced business tips will only receive those emails.
4.Improve Your Subject Lines
The most critical factor would be your subject lines. If someone sees your subject line, and it doesn’t interest them or pique their interest - you can be sure they won’t spend the time to open your email. How can you ensure your subject lines are top-notch?
First, personalize them. Try using the subscriber’s name in the subject line, or personalize it in some other way to make them feel like the email is just for them. Use curiosity and intrigue them, drawing them in with your words, you can also use an emoji (just not multiple or it can come across “spammy” and it may end up in their junk folder. And finally, ask questions, or leave a cliffhanger.
If you can master the subject line - you’ll see a massive difference in the number of subscribers opening your emails!
5. Re-send Your Emails
Typically a decent chunk of people won’t open your emails. It’s to be expected, so it’s a great idea to plan for it if you want to increase your open rates. Depending on your email marketing provider - it’s usually simple to re-send an email.
Generally, you’d want to put those who didn’t open your email into a group - after, say, 24–48 hours. Then, change the subject line (this is crucial), and spend your time making sure the subject line is captivating. You may also want to change the intro to your email as well, but that’s not a deal-breaker.
6. Every email has to add some value
The hard truth is that subscribers will only open an email if it’s going to add value to their lives. You’ve got to give people a good reason to open your emails. The best way to do that? Provide tangible value every single time. If a subscriber begins to associate your newsletters with huge value, they’ll open it every time. They’ll even start to look out for it. This is a long-term strategy.
Quick wins and tricks like clever subject lines might work for one-off campaigns, but the real way to get consistently high open rates is simply by building loyalty and a reputation through great content. Try to make sure it’s something they can’t get anywhere else.
7. Speak directly to your subscriber, make it feel personal
An email newsletter often goes out to thousands of subscribers. But the trick is to make it seem like a personal email, direct to one person. Answer me, which email are you more likely to open? One that says “We’re offering 25% discounts to our customers” … or“Adam, there’s a 25% discount for you inside”?
If your name is Adam, you’re going to open the second one! You’re sending to thousands but talk to each subscriber individually - almost every email sender will have this option. Use this same, personal tone of voice inside the email, too. You know your audience better than anyone else. Talk to them in a way that will connect.
8. Use a welcome series to establish long-term open rates
Your newest subscribers are your most engaged and most likely to open your emails. Capitalize on that by giving them tons of value right at the start. Establish yourself in those first few emails, while your new subscribers are hot, and you’ll form a strong bond. Doing this guarantees open rates in the long-term and forms a habit.
A welcome series is the best trick here. By sending five or six consecutive emails right after they subscribe, you connect with your reader. Your subscriber knows what to expect and they form a habit. They start to look out for your emails.
9. Send it from a real person name
Statistics show that emails from a real name get a better open rate than those sent from a business. The reason is fairly simple. We’ve come to ignore emails from a business address as we associate it with marketing or advertising. By using your real name, it feels more personal and less sales-ey.
10. Choose the perfect time and day for your audience
If you want a high email CTR, it’s crucial to get the frequency and regularity of your campaigns right. The exact time and day you send matters too.
11. Send emails at regular and consistent intervals
Choose a schedule and stick to it. If it’s once a week on a Thursday morning, make sure it’s always once a week on a Thursday morning. Dropping in and out of your subscribers’ inboxes at random is confusing and disorienting. By making your newsletters regular and consistent, subscribers begin to expect them and form a habit of opening them.
Only you can decide how often to send out communications, but beware of two things: email fatigue and forgetfulness! First, if subscribers receive too many emails too often, they become frustrated. The emails are then left unread. However, if you leave it too long between emails, subscribers may forget who you are, or why they signed up. They might just ignore the email, delete it or unsubscribe.
There are exceptions to this rule. Some daily newsletters work great, but if you choose this route, make sure subscribers know what they’ve signed up for! If subscribers do begin to suffer from email fatigue, use a last-ditch message to stop them from unsubscribing completely. for example, ask those who are about to unsubscribe if they’d like to receive fewer emails instead.
12. Ask unsubscribers why they left
If you want to know why people aren’t reading your emails, ask the ones who unsubscribed. Frank and honest feedback isn’t always easy to hear, but you’ll learn the most from it. When a user subscribes, have a checkbox to ask them why they are leaving. Do you email too often? Has your information become irrelevant? Answering this question will help you improve your service to existing subscribers.
13. Don't let your email fail
One last thing that you have to take care of is constant email validation, so the most precious of your channels don't die out. That's what we provide, by the way. What is email validation, you may ask? Well, to put it simply: imagine that you have an email list for over one year. You started with 0 emails, and now it has 30,000 emails. Without validation, you will send emails to all these 30,000 addresses, and some would return - those are invalid emails. Over time it's cost (as mail SaaS are usually pricier when you have tons of emails), and it damages your sender reputation.
With email validation, we (The Checker) will find out which emails don't exist anymore or never existed at all (typos, temporary emails, and false addresses). You will end up only with the valid emails, therefore raising your deliverability and helping to keep a healthy email marketing strategy. Imagine that over a year, those 30,000 emails turned into 22,000 legitimate emails, because 20% of emails are not authentic after a year, and this number doubles if you are talking about corporative emails. We saved you from 8,000 potential problems and hard bounces. Oh, we have algorithms and technology which does that in a few seconds and very efficiently, with 99,9% rates of success.
In the long run, this makes a massive difference for your business. Don't ever be afraid to see your email list shrink. That's good, as you're focusing on better emails with higher chances of being read. Write good content, and those users will bond with you and turn into costumers! We call it a good email marketing strategy that converts and helps you build your brand. In the long run, that's what you want.
You have to do it from time to that, like cutting your nails. There's no specific timing to it, but you should at least try to do it once every quarter. If you have hundreds of thousands or millions of emails on your list, it might be better to do it every month or every fortnight. The same if you have mostly corporate emails (as they change faster than personal ones). It will help you avoid those hard bounces that can be so damaging to your send reputation.
If you do these four things from time to time, yes, you will be helping your email marketing strategy to survive in the long run: you may avoid big problems because of that. If you have to start over, you will see your ROI dropping deeply, and it will cost you too - after all, every time you have to set up a new server, it may be a few thousand dollars that go away needlessly. Many users are using email marketing again because of email validation. We're glad to help you to optimize digital marketing.
We are committed to helping you on that journey, and that's why we were chosen as the best email validation tool in places like Capterra and Trustpilot - amassing a significant number of clients that are among the biggest companies in the world, such as Netflix and WeWork. In other words, trust us to make your list more trustable. It's our mission. Try our tool for free on this link, and remember that we have custom plans which can be very helpful to your company. Good luck!