What's a good click-through rate? How can you drive a click-through rate increase in your email marketing? Is it possible? Why does it even matter?
Let's find out the answers to these questions - and more!
SOME EPISODE HIGHLIGHTS:
(0:11) Grab our amazing resource Click Tricks totally for FREE!
(4:29) Why is your click-through rate an important metric in your email marketing?
(11:33) What is the average click-through rate in your industry?
(14:30) Click-through rate average and daily emails.
(20:20) Techniques to improve your click-through rate.
(25:06) Segment your audience.
(27:50) Create a promotional strategy.
(30:14) Aim to trigger different emotions.
(31:59) Create calls to action that stand out.
(35:23) Keep your list clean.
(38:00) Subject lines of the week.
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Why is your click-through rate an important metric in email marketing?
For several reasons, click-through rates are now more important than they’ve ever been. First of all, when someone clicks on the links in your emails, it gives them the ability to get to a page where they can find out more about how to put money in your pocket. Sure - sometimes you'll send them to a page where they can register for something (rather than buying). But these are the exceptions to the rule.
The second reason why click-through rates matter is that, as time goes on, engagement shows Gmail and all the other platforms that your emails are important to people. It tells them they're of good quality and relevant. This is why we built a specific re-engagement campaign to keep people engaged - it's called the LOL Revival campaign and is available inside our programme.
Engagement is key. You have to determine whether someone is super engaged or has disengaged with your emails. Clicking on the links in our emails is a clear indicator they are, indeed, engaged. Technically, replying and forwarding your emails are better ways of engaging, but it’s hard to get people to do that regularly. So aiming for clicks is what you should do.
Click-through rates and segmentation
Another reason why clicks are important is that they allow you to understand what each subscriber is interested in. You'll start to notice that every time you send an email about a certain topic and with a specific angle, some people will click on the links in those emails. But they might never engage with other angles. Why? Because different things work for different people. And monitoring those clicks is great for segmentation.
Be careful with segmentation, though. Don’t get too carried away by adding tags that are too specific. Try not to get too tag-happy, and only allocate tags that you’re going to use. Make sure you use clear links so that when people click on them, you know they're interested in a particular topic. So, for example, if you’re including a link that points to a resource about building your email list, make sure the link is something like “check out my list building course”. It shows a clear interest in that topic.
A great use of segmentation with link clicking is what we call a link pool. We use this in one of our campaigns, where we ask people to vote on what they're more interested in. This allows you to...
