Review the segmentation of your mailing lists . Your email should probably be targeted to a smaller audience.
Update and clean your subscriber database . Sending messages to those who are genuinely interested in your content will improve your sender reputation.
Use A/B testing to find the subject lines that generate the most opens.
As you can see in this report of an email campaign sent with Brevo, it has a CTR of 3% (in the technology industry it is approximately 3.99%, but 3% is an acceptable result) and a lower CTOR than the previous one (9%).
A significant number of recipients decide to open the email, but a smaller percentage of them actually click on the content. The subject line of the email seems to motivate the opening, but once inside, the content fails to encourage interaction.
Possible causes: The subject line may be setting expectations too high. In this campaign, the email subject was as follows:
This subject “promises” the user how to grow with a japan telegram data Customer Data Platform . However, when opening the email, the content focuses on explaining and defining this concept, but not on explaining how to grow further with a CDP:
In this campaign, everything seems to indicate that a subject line should be proposed in accordance with the content of the email , so that the user's expectations when opening the email are not affected.
This would increase the CTOR of future campaigns. In other words, users are likely to interact more with the content of the email once they open it.
In terms of CTR, the ideal would be to maintain at least the percentage obtained, but this time taking into account the lessons learned. The use of emojis in subject lines, as in the example shown, works well and creates more dynamic content.
Another option that may explain the low CTOR is that the content of the email is not clear enough or is not optimized to encourage subscriber interaction.
In summary, these are possible actions: To address this gap between opens and clicks, it may be advisable to:
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