You can monitor your CTOR to see whether your content actually resonates with your email subscribers. People read online content, like your emails, differently than books or magazines. Structure your email in easy-to-read chunks, put the most important piece of information first, use an image to grab their attention, and include valuable links to more content.
Segmenting your email list allows you to put together lists of people who share the same interests. A little extra effort when segmenting can go a long way.
Make sure your readers see the information that is most important to them by using dynamic content. Using the details you have collected about your recipient, you can display the right content for their interests.
You can swap out images, call-to-action buttons or even whole sections of text to align with the individual looking at the email. The more the content resonates with your reader, the more likely they are to click through. Customers get really confused when an email links to multiple things. Do you want them to download your eBook or check out the interesting video? Subscribe to your blog or follow you on social media?
It helps if your CTA buttons all are working towards the same goal, like driving traffic to your website or asking readers to download your eBook, but avoid pushing customers to both at one time. Asking customers to complete multiple actions will only reduce clicks.
When you are analyzing your email campaign metrics, CTOR is one way to gauge how effective or valuable your email content appears to customers.
If you see high open rates, but low CTOR rates, this indicates that you nailed the subject line, but left more to be desired on your offer or the copy within your email. However, tracking the other metrics as well helps to find a balance between a perfect email open rate and click-to-open rate.
Each metric has merit, so strive for both. Constant Contact provides easy-to-read reports and email metrics that help you track your marketing success in real-time. Start by taking a look at the open rates and click-through rates of your latest email campaigns. Your click report dives deeper and tracks which links were clicked, but also who clicked on the link and when. A high click rate means the content in your email resonates with your audience.
Remember, the average click rate also varies by industry, the number of emails you send, the kind of emails you send and your target audience. Make sure your content is compelling enough for people to click. SInce this feature has made email open rates unreliable, we recommend focusing on other email marketing metrics like click rate, conversion rate, orders, and total sales. Open rate is calculated by dividing the number of unique opens by the number of emails sent, excluding the number of bounces.
For example, 5 individuals are sent an email, 1 email bounces, and 2 individuals open the email. If the same recipient opens your email multiple times, they still only count as one unique open. Measuring open rates shows how many of your subscribers have checked out your email.
You can also track how many times a particular email has been opened by each user, and if any of them clicked the links in that email.
At the end of the day, ever since open rates have become unreliable, you should focus on your click rates. Is there a way to track and see data related to campaigns recipients forward? Tags: Email. All forum topics Previous Topic Next Topic. Hello MaryR , At the moment, the only way to track this would be from the clicks and opens of contacts you already have, as their coded links will likely still be in place even after forwarding.
If so, please mark my post as an "Accepted Solution" by clicking the Accept as Solution button in the bottom right hand corner of this post. Anyone can be a marketer! In response to MaryR
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