E-mail campaigns and advertising have been hugely successful in directly targeting a specific audience. These campaigns not only create a personalized-feel but also allows businesses to track their audience and the conversions. This makes your CTR crucial.
The challenge, however, is getting your e-mails seen in the ocean of spam that your customers receive. It is a challenge that most businesses still face, but you don’t need to struggle any longer. Here’s what to do.
What is a CTR?
In simple terms, your e-mail Click Through Rate (CTR) is the number of individuals who have clicked on one of the links in your e-mail. The CTR is considered the most important metric to measure the success of your e-mail campaigns.
If your e-mail has some call-to-action, the CTR is what will genuinely measure whether you’ve succeeded in getting readers to do what you want.
But considering how challenging it is to get readers to click, what are some ways you can improve your e-mail CTR?
1. Ensure Your E-mails are Mobile-friendly
Before trying to optimize the content of your e-mails, ensure the technical side is optimized. No matter where you are or what you’re selling, the majority of your readers will open the mail on their mobile. It’s a fact.
The key to mobile-optimization is ensuring your call-to-action is easy to click and ensure all your words are spaced correctly. The recommended sizes for the call-to-action button should be at least 45 x 60 pixels. It shouldn’t be a challenge to read, click or scroll on your e-mail.
2. Send them on Specific Days and Times
You might not think it, but sending the e-mails on specific days will significantly improve your e-mail CTR. Get Response found that the best days for high CTR are Mondays and Tuesdays, while the worst are Saturdays.
Additionally, the times are equally important. Between 11 a.m. and 2 p.m., you are more likely to get the highest clicks, while anything after 6 p.m. will give you the worst results.
Depending on your business, you can also test this theory on your own readers and track which days received the best CTR. It will take some trial and error, but you will be able to pinpoint exactly what does best with your readers.
3. Personalize Your E-mails
Experian found that by making the smallest personalization changes to your campaigns, you can improve your e-mail CTR by almost 140%!
In a bulk-email era, it is essential to stand out and create a more personalized feel. One of the best ways to do that is by adding your readers’ names in the subject line. By doing this, you’re directly speaking to the customer, making it more likely that they will engage with that e-mail.
You can further personalize this by discussing their purchasing history. Do this by recommending more wines based on their previous order or enquiring whether they were satisfied with their purchase. This will be slightly more time-consuming and require individual attention – but it will pay off in the long-run.
4. Add a Call-to-Action
The point of your e-mail campaign is to get the reader to take some form of action on your website. Whether this is to purchase wine, sign up for your wine club, or book a table at your establishment. Whatever it is, you want to ensure your reader is very clear on what you what them to do.
By adding a call-to-action button, you can take them directly to where they need to be on your website, improving your e-mail CTR and getting the results you want. These call-to-action buttons should sound something like this:
· “Head to the Website and …”
· “Get Yours Here.”
· “Get Your 10% Discount Now.”
· “Find Out How to Get Started.”
· “Start Your Free Trial.”
5. Create Urgency
Few things sell better than a sense of urgency. You can create this urgency in your e-mails by highlighting a limited offer or even adding a countdown timer in the mail. You will not only find an improved e-mail CTR, but you will be sure of excellent conversions.
The trick is not to do it too often. You don’t want to come across as being deceptive and ruin your entire brand’s reputation. Only do this when you are genuinely running a limited offer or special discount.
Improving your e-mail CTR is an excellent step in the right direction in terms of sales and conversions. Once you’ve started improving your e-mails, take a look at Improving Your Social Media and finding other ways to Make Your Winery Stand Out. In the long-run, it is the combination of these small details that will give your business the competitive edge and get you the sales and traffic you need.