An effective email marketing campaign has the ability to strengthen your brand, engage existing and potential customers, and move them to action.
At the very least, emails will keep you front and center in your audience’s mind. Since email is one of the more personal touchpoints you can use to build rapport with your customers, you have a greater opportunity to make your emails meaningful and successful.
Email marketing has sustained its popularity due to its ease, low expense, and effectiveness. According to Litmus, four out of five marketers would rather give up social media than email marketing. But how do you measure success for email marketing campaigns?
One key metric email marketers can use to determine how well their email campaigns are performing is the click-through rate (CTR).
What is CTR?
An email click-through rate is the percentage of recipients who clicked on one or more links in your email. In pay-per-click marketing, a click-through rate is the number of clicks an ad received relative to impressions.
Ideally, your email subscribers aren’t haphazardly clicking on links. No, you want them to take intentional action from your emails.
Maybe you want them to buy your product. Or (if you’re a nonprofit) to donate to your cause. Perhaps you want them to sign up for your latest program, or even just take a survey so you can learn more about their needs. The point is that just about every email you send out will have some sort of call-to-action that often requires recipients to click on a link and head to a website to carry out that desired action.
That action of clicking on a link in your email and heading somewhere else is what contributes to your CTR. The same applies to pay-per-click (PPC) marketing where you pay each time your link is clicked from an ad impression.
Now that you understand what a click-through rate is and why it’s so important to your marketing efforts, how do you actually calculate it?
How to Calculate Email CTR
For email, the CTR formula is as follows:
CTR = Number of People Who Clicked A Link / Number of Emails Delivered Successfully x 100
Let’s say you sent an email to a list of 110 people and 100 were delivered successfully to their recipients. Of those 100 recipients, 35 of them clicked on your CTA and were sent to a new page. Using this data, here’s how you would calculate your CTR:
CTR = 35 People Clicked A Link / 100 Delivered Emails x 100 = 35%
How to Calculate CTR for PPC
Here’s the formula you would use to calculate the click-through rate of a PPC campaign:
CTR = Number of People Who Clicked on Ad / Number of Ad Impressions x 100
Using this formula, if 200 people saw your ad and 20 people clicked on it, you’d be looking at a CTR of 10%.
What is a good click-through rate?
The appropriate CTR for your business will depend on your industry, budget, campaign objectives, and audience size. Let’s look at what the research has to say.
According to MailChimp, the average email click-through rate across industries is 2.91%. Industries that had some of the highest click-through rates included Government (3.99%), Media and Publishing (4.62%), Home and Garden (3.03%), and Hobbies (5.01%).
For PPC click-through rates, the average across industries is around 2%.
Improve Your Click-Through Rate
Once you’ve calculated your CTR and compared it to industry standards, you may want to take steps to improve it and create more successful email and PPC campaigns. There’s a small possibility that you’ll receive feedback from customers regarding your campaigns, which means that most of your information will come from testing.
First, take a look at your old email campaigns. Gather them into two categories: those that performed well (had relatively high CTR) and those that saw little success (relatively low CTR). Take time to analyze these messages and note any major differences or patterns.
You’ll want to examine:
- Ad Copy: Can it be shorter? More personable? Easier to understand? Aim to use language that resonates with your audience which may deviate from industry lingo.
- Design: Are your emails visually appealing and inviting? Is it clear what next step the reader is supposed to take?
- Call-to-Action: How clear is your CTA? Experiment with placement and language to see what works for your audience. Also, consider limiting CTAs and links to one or two per email. When presented with too many choices, readers may get overwhelmed or confused.
You’ll also want to step into the mind of your audience. Just because you’ve created an impressive email or ad, doesn’t mean that it’s appealing to the people you are trying to attract.
A good email service provider will offer A/B testing so you can send one variation to one segment of your audience, a second variation to the other segment, and then compare the CTR to see which one performed better.
Whether you pay by the click or pay very little for a monthly subscription to an email service provider, you are still spending time and putting forth the effort to reach your audience and convert them into customers. You want a return on your investment. you want your marketing efforts to pay off.
Ensuring that your ads and email campaigns are effectively written and designed and that they reach the right audience, will help you build and sustain the customer base you’re looking for. In order to determine that, you’ll need to get familiar with your current click-through rates, and optimize your content to create the best possible outcome.
Marketing operations talent is suffering burnout and turnover
“It’s hard to hire; it’s hard to train; it’s hard to keep people from burning out. To make matters worse, these challenges have intensified so swiftly that leaders have hardly had time to digest them, let alone mount a defense.”
That’s the main takeaway from “The State of Marketing Operations: 2022,” a new report from junior marketing ops training platform Highway Education and ABM leader Demandbase. The findings were based primarily on a survey of 800 marketing operations professionals from organizations of all sizes, more than half from mid-sized companies.
The demand for talent. The vastly accelerated shift to digital marketing — not to mention sales and service — has led inflated demand for MOps talent, a demand the market can’t keep up with. Two results: burnout as too much is demanded of MOps professionals; and turnover, as it’s easy to find alternative opportunities. The outcome for companies is the growing burden of hiring and training replacements.
Use of marketing software has grown two and a half times in less than ten years, according to the report, and the number of marketing operations professionals, across organizations of all sizes, has increased by two-thirds. Use of marketing automation alone has grown 228% since 2016, and there has been a 66% growth in the size of MOps teams just since 2020.
Perhaps most remarkable, 93% of MOps professionals learned on the job.
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Why we care. Providing beginner MOps training services, Highway Education clearly has an interest in this data. At the same time, there can be little doubt that the demand for MOps talent is real and growing. If there’s a surprising figure here, it’s that use of marketing software has grown only two and a half times in the last decade.
AWS MOps leader Darrell Alfonso, quoted in the report, says: “There’s a disconnect between marketing strategy and the actual execution — what it takes to actually operationalize and bring a strategy to life. Leadership, especially the ‘old guard,’ will be more familiar with traditional methods like field marketing and commercials. But now, during the pandemic and post, there’s an entire digital world that needs to be
managed by people who know what they’re doing.”
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