CTR Email Marketing
As we well know, email , compared to other types of marketing actions, allows us to obtain much more measurable and actionable data , since each time we send emails to our subscribers we obtain a wide variety of information that allows us to evaluate the performance of the emails.
Therefore, since we cannot value openings in the same way as before, the most important KPIs are those that ensure interaction between our content and our customers, i.e. clicks . In this way, we can really see how our campaigns are working and whether the content we share is attracting our users' attention or not.
In this post, we are going to learn specifically what the click-through rate is, also known as CTR (Click-Through Rate) , and we are going to see why this metric is so important in the results of our campaigns.
How important is CTR in Email Marketing?
CTR in Email Marketing is a metric that we can use to assess whether our campaigns meet the expected results or not. This KPI reflects the probability that subscribers who receive our newsletter interact with our content through clicks.
This metric is very valuable because it is very important to be able to compare the results of your campaigns, see which ones worked best, and therefore, this can help us direct what type of content interests our users the most.
In summary, this KPI is very important because it tells syria business email list us whether the users to whom we have sent the campaign were interested in the content offered within the email, or, similarly, whether they have lost interest. In other words, it allows us to know whether the content we offer has been interesting for our subscribers or not.
Knowing this, to obtain the CTR value, we only have to carry out the following formula:
CTR formula
Once we know the exact value, we will be able to compare the results of our different campaigns and gradually adjust the content to provide our subscribers with the content that interests them most.
Ultimately, it is difficult to know what the CTR value of our newsletter should be because it will depend on many factors, such as the sector we are targeting or the type of business we have.
What is CTOR and what is the difference with CTR?
CTOR is a metric very similar to CTR, however, CTOR is the probability that someone who has already opened our email will interact with our content by clicking on it. In other words, the difference between these two is that while CTR is based on the total number of emails sent to your newsletter, CTOR is based solely on the number of emails opened.
In many blogs we can see that CTOR is the most valuable KPI for marketers. However, as a result of the new Mail Privacy Protection challenge, it has lost value. As we know, MPP directly affects email openings, since users who have it activated will automatically be told that their emails have been opened.
difference between CTR and CTOR
This means that one of the two variables used to calculate the CTOR, in this case the openings, is directly affected and that will mean that we will never know for sure if the data provided by the CTOR formula is real or not.
So, CTR is the metric that will provide us with data that we know for sure is real.
How to improve your CTR?
There is no specific way to improve our CTR, since as we have said before, it depends on how attractive the content of our emails is for our users. Therefore, what we do know is that if the content we find within our emails is well cared for, we will have a greater chance that subscribers will interact with it by clicking on it .
– Original subject lines . These are responsible for whether users open our emails or not , and as a result, they have a very high responsibility because if the recipients of the emails do not open them, our campaign will have been completely ineffective.
– Relevant content . It is very important that the content of our emails is relevant to our audience. If they are not interested in the content of this email, they will not interact with it .
– Attractive designs . It is necessary that the design of our emails is well worked out, that is, an attractive design can make our subscribers show more interest in interacting with the content we are offering.
– Eye-catching CTAs . Often, the goal of our email campaigns is to generate web traffic. CTAs are primarily responsible for taking our subscribers from one site to another, and for this to happen, it is essential that they catch their attention and get clicks .
