Every marketer needs to know how people are reacting to their emails so that they can figure out what customers they need to focus on. This can be done using open rates and CTRs and this also helps them in improving the email marketing process and increasing the leads funnel. In this blog, we will understand what Open Rates and CTR are, how to measure them, and how to interpret them to improve email marketing conversions.
Table of Content
- What is open rate?
- What is click-through rate?
- Why is it important to monitor open rate and CTR
- Measuring open rate and CTR
- Benefits of tracking open rates and CTRs
- How to improve open rates and CTRs
What is open rate?
Email open rate is the proportion of people checking or opening the email sent by individuals or companies. It shows how many subscribers are viewing the emails sent in an email campaign.
What is click-through rate?
Click-through rate is the proportion of people or subscribers who click on the particular link out of the total users who view the email, advertisements, or webpage.
Why is it important to monitor open rate and CTR
Both open rate and click-through rate help to understand an audience base and reach maximum people. However, many factors can impact these rates, like the presentation of content, images, keywords, relevant information, and many others.
These factors can point out why your email conversions the way they are. If ignored, these can lead to the loss of prospective customers.
Benchmarks for Open Rate and CTR
The average email open rate is 17.80%, and the average click-through rate is 1.91% for search ads and 0.35% for display ads. These rates act as a standard measure to know that the company will succeed or fail in the future. The higher rate will determine success, and the lower rate will determine failure. Nevertheless, you can work on the email content and strategy and improve the rates.
The percentage of email open rate that is considered good is between 15-20%. The preferable percentage of click-through rate is approximately 2.5%.
Note that t2hese rates may differ depending on the purpose of different companies or individuals.
Measuring open rate and CTR
The formula for calculating these rates are as follows:
Open rate = ( The number of people who have opened your email/ The number of people who have received your email) X 100
CTR = ( The number of people who have clicked on your CTA or a link/ The number of people who have received your email) X 100
For example:- If you had ten clicks on the link and it has reached 100 people, then the click-through rate would be 10%.
Benefits of tracking open rates and CTRs
There are many benefits for measuring and tracking these rates. The most important of these benefits are as follows:
Reaching Maximum People
Email open rate and click-through rate help the marketer to reach the maximum number of people. They get a fair idea about what content people like to see. In case the rate is low, then they can improve by using creative ideas in the emails.
These rates help to improve the overall performance of the marketers as they get to know what people are likely to read more, and thus they focus more on the relevant content.
These rates save a lot of time for the marketers by targeting the right audience as they get the percentage of people who click the links and thus focusing more on them.
High Conversion Rate
These rates can help in the conversion of sales as higher percentage of people opening the email means a higher possibility of sales.
Emails are the cheapest way to build relationships with customers and attract them to buy the product. These rates will let the marketers plan and devote their time to valuable customers for better ROI.
How to improve open rates and CTRs
and CTRs might be very essential to improve the marketing and sales performance of your business. Here a few important things that can help you to build a solid open rate and CTR.
Within your email, you can write instructions to whitelist your email address so that people don't miss out on your email.
The content should be unique and should attract more and more customers, and by using creative content within your email, you can turn your emails into sales.
The language of the text within your email should be easy to understand and informal so that people can relate to it.
The content should be precise, and to the point, because long emails can be challenging to read, then you will lose potential customers.
You can send your email again to the customers who haven't seen your email or missed it. It will help you to reach the customers and gain the chance for sales.
Use of proper images and keywords
It is essential to use relevant photos as they can directly have a significant impact on the customers. Similarly, the right keywords are critical for the content to trigger a customer's mind.
Getting a good open rate and CTR in establishing a good email marketing strategy. This requires planning and executing email marketing campaigns as per the industry best practices.
If you want to learn more about increasing these rates, feel free to contact the Mailmodo team. Moreover, with Mailmodo you can send interactive AMP email campaigns that make send the post-CTR actions and content directly into the emails.