Email is one of the most powerful digital marketing tools out there. By now, it is known that email marketing is an essential part of a company’s marketing efforts. But sending quality emails is only a small part of impacting the bottom line. Increasing profits require mastering the process. Increasing the open rate is just the first step. According to IBM's 2016 Email Marketing Benchmark Report the average open rate is 21.8% across all industries. This is considerably low when taking into account the fact that most businesses send hundreds of emails every day. But even if they manage to increase the open rate by 30-50%, the real challenge is increasing the click-through rate or CTR.
Why is Click-Through Rate (CTR) Important?The click-through rate determines how many consumers are visiting links shared through email campaigns. It is an crucial metric to monitor and improve. In general, the CTR is an important metric in many areas of online marketing strategy.
- For social media, it helps define the amount of visibility a post will get in the future.
- For banner ads, it indicates whether (or not) ads are resonating with the intended audience.
- For organic search results, it is a determinant whether a site is providing the content consumers are seeking.