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What Is An Email CTR? How to Calculate and Improve It



What Is An Email CTR? How to Calculate and Improve It

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).

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.

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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.

CTR Formula

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

Email CTR Formula

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

How to calculate the CTR of a PPC campaign

Using this formula, if 200 people saw your ad and 20 people clicked on it, you’d be looking at a CTR of 10%.

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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.

Average CTR

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.
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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.

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How To Create Disruptive, Innovative Content



How To Create Disruptive, Innovative Content

All marketers aspire to create that memorable moment – one that gets people talking and thinking about their brand well after they first see it.

Historically, the National Football League’s Super Bowl showcased many of those moments – from Apple’s signature 1984 spot to Old Spice’s The Man Your Man Could Smell Like.

The ads turned into more than passing distractions during breaks in the game’s action. They inserted themselves into the fabric of America’s cultural passion and forever linked to that event’s enjoyable experience.

Streaming service Tubi hoped to add its name to that memorable list this year with its interface interruption spot. The ad appeared like the standard return from a commercial break, complete with Fox Sports announcers welcoming viewers back to the game.

But some clever visual overlays quickly transformed the screen into an involuntary streamer-surfing experience. It got viewers to stand up (some literally) and wonder if the screen’s appearance happened because they were sitting on their remotes.

It might not be the stuff of a historically memorable ad, but in a space dominated by high-powered celebrity cameos and pricey nostalgia-centric stunts, Tubi won the day with innovation. The brand kept it real (perhaps too real?), kept the focus on a relatable experience, and emerged with (arguably) the watercooler moment of the game.

Standing out in a marketplace flooded with content takes that kind of disruptive creative vision built on a keen understanding of your brand and its audience.

How can your brand captivate consumers with innovative content creations? Wieden+Kennedy’s head of strategy Marcus Collins says to start by factoring your brand’s cultural perspectives into your creative ideation process.

Captivate consumers with innovative content by factoring your brand’s cultural perspective into the ideation process, says @marctothec via @joderama @CMIContent. Click To Tweet

Use a cultural lens to explore new ideas

For innovation to happen, you don’t just need to generate ideas. You need to develop the right ideas that fit your brand’s identity, distinguish it from competitors, and resonate with your audience.

“You need to build your creative operations around the cultural identity of the organization, and that effort has to start with belief, says Marcus, who has an upcoming book on the subject, For The Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be.

He says you must ask, “What does your brand believe? How does it see the world? What is the driving conviction that’s leading you to seek a change?”

Marcus also thinks cultural alignment can help leaders expand their team’s understanding of the audience and add a focused direction to their ideation process.

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“As marketers, we’re not just creating videos, images, and text. What we should be creating are cultural products – things that reflect our organization’s beliefs and how it sees the world. That cultural product creates a gravitational pull for people who see the world similarly,” he says.

To create that pull, your team needs to understand their views. “The discourse between us is how we start to turn ideas into meaning,” Marcus says.

Conducting conversations with your customers is a good place to start. The need also exists to incorporate outside stimuli and diverse perspectives into those conversations. Otherwise, your team might get trapped in an echo chamber. “That prevents new ideas from emerging or new behaviors and processes from being formed around them,” Marcus says.

Seek diverse perspectives to avoid getting trapped in an echo chamber of ideas, says @marctothec via @joderama @CMIContent. Click To Tweet

Reset your definition of innovation

Organizations often call upon marketers to fuel their innovative ideas. They also frequently equate innovation with creativity. Though related, the two concepts aren’t synonymous.

In a recent blog post, innovation architect and author of Re:Think Innovation Carla Johnson defines the difference this way: “Creativity is the idea of bringing a new perspective to anything and having it add value. Innovation is the process of transforming that creativity into value.”

#Creativity is the idea of bringing a new perspective to anything and having it add value. Innovation is the process of transforming that creativity into value, says @CarlaJohnson via @joderama @CMIContent. Click To Tweet

While one can’t succeed without the other, Carla says failing to recognize and nurture this small yet critical distinction leads many businesses’ innovations to fail. “Misunderstanding what innovation is and how it looks keeps us from really understanding how to come up with those ideas and operationalize them in a beneficial way,” she writes.

Distinguish ‘possibility’ from ‘executability’

Innovation starts with ideas. But your team may need to come up with dozens of raw ideas before homing in on ones worth developing.

Content teams often rely on brainstorming to generate a steady flow of innovation possibilities. They often incorporate improv exercises, word association, and mind-mapping into their creative workflow.

Yet, Carla argues these “free-thinking” exercises can be problematic. “Marketers tend to go straight into the brainstorming step without having done anything to prime their work. There’s no inspiration to come up with an idea that’s truly innovative,” she says.

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The resulting ideas often just rehash something already done. Or, after implementing them, you discover the ideas are unrealistic, poorly focused, or difficult to execute effectively.

Consider this illustration of those limitations:

In this Instagram video, actor and Aviation Gin’s influencer-in-chief Ryan Reynolds apologizes to NFL fans for failing to develop an ad for the big game. As a remedy, he conducts an impromptu ad brainstorm for next year’s campaign.

Your creative team likely recognizes the improvisational word association technique he uses. But even Ryan admits the resulting idea isn’t great: Its clever, brand-friendly name lacks a clear brand purpose and consistency with other initiatives. It also causes unexpected challenges for the team members who must iron out the legal and technical details.

Aviation Gin created a follow-up ad that was inspiring (though it has since been taken down). But it’s better to develop ideas that account for the approval and implementation process and the execution as part of a consistent brand experience. Otherwise, those “nice-to-have” ideas won’t get traction within your organization.

Think iteration, not invention

Your content team can develop innovative ideas without being original. Uber didn’t invent the idea of hailing a driver – it just made the process more efficient. Airbnb didn’t invent short-term housing rentals. It translated the model used by hotels, hostels, and independent homeowners by “appifying” the process to create an innovative new business sector.

Marcus likens this to the work of sociologist Claude Lévi-Strauss, who looked at creativity through the lens of bricolage – a French term for creating something new from a diverse range of existing materials.

“That’s hip-hop (music) through and through,” he says. “Take a sample of this, a sample from that, add new lyrics and a melody, and you have a new song. I think for creators, a bricolage approach can get us to ideas that feel familiar yet fresh.”

Manifest’s Creative Pushups initiative is a great example. While the agency certainly didn’t invent the concept of creativity exercises, it evolved the format and introduced it into a new setting, creating something fresh and exciting for the content marketing community.

Creative Pushups began as a series of fun brainstorming and free-expression exercises designed to help Manifest’s team members break away from existing patterns and re-energize their ideation process with some personal flair.

Each pushup kicks off with a quirky creative prompt, such as “Write the title of your memoir,” “Tell us what the Mona Lisa is looking at,” or “Rebrand Thanksgiving from the turkey’s point of view” (shown here).

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Manifest’s senior vice president of agency growth Mark Kats says the idea grew out of the need to substitute their in-person brainstorms with virtual sessions at the beginning of the pandemic. Launched as an internal Slack channel, its popularity inspired Manifest to expand the program onto LinkedIn and invite other creatives to participate.

The success of the Creative Pushups LinkedIn group got Manifest thinking about other ways to expand the impact. “We’re passionate about bringing creativity and newness to content. But we became really excited about extending that into a different space,” Mark says.

To test the concept, the agency pitched the idea of Creative Pushups as a series of mini sessions at Content Marketing World 2022.

It took a little convincing – and a lot of logistics work – to translate “spontaneous creativity in a ‘judgment-free zone’” into a presentation-based educational conference.

How To Create Disruptive Innovative Content

As you can see from a photo taken at the event, that transformational work included designing a space to feel more vibrant cocktail party than a convention center breakout room. High-top tables and comfy lounge chairs replaced conference desks and banquet chairs. Snacks, beverages, art supplies, and colorful toys inspired creativity, while minimal lighting and upbeat music created a space suitable for enjoyment and exploration.

All that hard work paid off. Creative Pushups was among the most popular sessions at the event, and Manifest is looking to bring it back for Content Marketing World 2023.

But the program’s story doesn’t end there. Manifest took Creative Pushups on the road to expand its impact and influence beyond the marketing arena. “Lots of organizations have internal creative teams that can benefit from activities or workshops that get them thinking a little bit differently about their day-to-day challenges,” Mark says.

That effort kicked off with a sold-out session at this year’s South by Southwest event. Manifest plans to share highlights and details on its latest creative exercises and techniques on LinkedIn.

Enable ‘operation innovation’ to succeed

Your content team’s creative ideas can forge a memorable, meaningful connection with consumers. But you must ignite those sparks of attention repeatedly and sustain and extend their initial connections through additional content assets. Take inspiration from these experts to create an innovative vision that will lead your organization to the next level of success.

Editor’s note: This article originally appeared in CCO.

Get more advice from Chief Content Officer, a publication for content leaders (monthly starting May 2023). Subscribe today to get it in your inbox.


Cover image by Joseph Kalinowski/Content Marketing Institute

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21 Ways to Promote Your Content Offers



21 Ways to Promote Your Content Offers

Content offers, like ebooks, can convert your existing traffic and even attract new traffic. However, if your ebook isn’t getting too many downloads or leads, your marketing might be the problem. (more…)

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What inflation’s cultural impact means for marketing



What inflation's cultural impact means for marketing

When inflation is high the cost of living rises and wages, although rising too, never quite keep up. This has an impact on our pockets. But in addition to the economic consquences of inflation, there are subtler cultural consequences too. That’s something marketers need to understand.

Kate Muhl, a consumer insights expert and VP, analyst at Gartner, shared this insight. “It’s important to think about the idea that there’s more happening with inflation than just economic impact and consumer spending. Those effects start to fade. We’re not where we were a year ago — but lots of consumer attitudes and behaviors are still ripple effects out of that initial inflationary moment.”

What the research shows. The 2023 Gartner Cost-of-Living and Price Sentiment survey revealed the following:

  • A third of households reported financial hardship due to price increases with the most impact felt by low and low-to-middle income households.
  • 38% of respondents reported cutting their discretionary income (a YoY increase of 15% on 2022).
  • More than a third have increased spending on store brands and increased their use of coupons.
  • Over 40% report switching to generic brands, store brands and less expensive products in at least one product category.
  • 57% reported postponing a milestone event (such as a wedding or vacation) due to cost-of-living pressures.
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Against this background, consumers and marketers are divided on what responses are appropriate. CMO priorities include increasing the availability of a product or service, offering special deals and increasing rewards and benefits. Customers agree on the special deals, but their other priorities are keeping prices steady and, interestingly, not seeing high-level executives get pay raises.

In Muhl’s view, this reflects a growing sense, especially among younger consumers, that the system is “rigged” in favor of the wealthy. “A lot of this is about consumer sentiment, culture,” said Muhl. “How does it feel? What are people’s prevailing opinions about how the world is working? Those things matter to brands.”

This doesn’t mean marketers should blindly switch to their customers’ priorities. “Consumers are consumers,” said Muhl. “Our job is to be marketers, but as marketers we have to realize that this disconnect exists and use the tools available to us to try to close that gap.”

Dig deeper: Breaking down the digital transformation of today’s customer journeys

The right responses. This would be a good time, Muhl believes, to prioritize narratives that speak to thrift and savings and to focus on those brand values most relevant to your customers’ experience of inflationary pressures.

As examples of responsive narratives, Mulh offered Tide’s “Cold Hard Savings” campaign and Everlane’s “Priced Like It’s 2019.”

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“This is just not the time to get into luxury positionings (with some exceptions) — luxury for its own sake rather than premium or quality,” Muhl said. “Brands need to really think about what their core values are and act from those where appropriate.”

Why we care. The past three years should have taught us that our sentiments, our culture, does not necessary align precisely with real world events. For many of us, deeply felt emotional reactions to a global pandemic did not necessarily coincide with COVID-19’s real-time impact. As the pandemic receded, pandemic-induced behaviors persisted — as did anxiety and uncertainty.

Similarly with inflation. Positive economic indicators and a slow but steady decline in inflation has not relieved foreboding about a recession. Inflation-triggered behaviors and attitudes will not automatically dissipate as inflation recedes to a tolerable level. Marketers need to be aware, sensitive and, as always, transparent in responding to consumer sentiment.

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