Email marketing metrics: the value of Click-Through Rate
One of the most efficient communication channels for your business is email marketing, moreover if it is used and analyzed correctly. First of all, it is a tool that enables you to have a closer relationship with your client or potential client, because of its directed communication, and there is not so much risk that it get lost in time – the message might not be on the top of the mailbox, but it is still visible, and it does not happen on a social media feed, for example.
So, if you want a good digital marketing work, it is essential to measure performance and to deal with the numbers, i.e., in this case, analyzing email marketing metrics.
Of course, the most important is to align what you want to communicate with your business objectives. For example, if you want to increase your sales, you need to understand why did you sell more (or less) and at what stage did the difference happen.
Having said that, before all, you have to be sure that most of the people of your target or segment will receive your emails. But that is not enough: in addition to receiving, they must open the messages and, preferably, click them. This click will take the client to a product page and, if both are integrated, you will know when the purchase is made and if the user arrived there because he or she received an email, opened it and clicked it.
Therefore, analyzing email marketing metrics, not only you sell more, but you also know from which emails come more sales, thus reflecting about the kind of approach that your audience likes the most, which images have more impact and which colors work best.
There are various metrics for which we can turn our attention, such as email delivery rate, open rate or rejection rate, but in this article, we will only focus on click-through rate (CTR).
CTR: what is it and what does it tell?
CTR is the most wanted metric on an email marketing campaign, because it represents the last conversion stage performed on this channel. After that, the potential client will enter your business’ website – then, you will need to measure other metrics.
With good email marketing software, like E-goi or Mailchimp, not only you know that a person clicked on the message, you also know where he or she clicked and what behavior he/she had on your website, after that click – a procedure called ‘tracking’. If you do this tracking of your emails, you will understand the relation between content and conversion, navigation and even shopping cart abandonment by consumers, if it is the case.
Now, we bring some conclusions about CTR, based on newsletters sent to one of our clients’ database, during this year. In newsletters where we achieved a higher than average CTR, these were the conclusions:
– Newsletters with GIF or video content and related only to one product solution, have more users clicking;
– When there are two buttons – “Watch vídeo” and “Ask for sample” -, the user clicks more on the video;
– When we communicate events (for example, participation in national/international fairs), the click-through rate is higher and, in this case, there was only one image, with links related to event information, and there were no buttons.
In newsletters where we achieved a lower than average CTR, the conclusions were:
– Very extensive newsletters, with diverse information, have fewer clicks;
– When the button is at the end of the newsletters and these are extensive, there are fewer clicks;
– Newsletters with images only of product solutions, without the practical application of the solutions that the company presents, also have fewer clicks.
This is a general analysis, based on different variables and, of course, what works in this case might not work in other case. It is always a matter of testing what ‘attracts’ your client and what suits your business best. But you can only test and know the results, if you use email marketing, if you analyze what metrics say and if you understand the importance of all these procedures.