In the following lines, the meaning behind this concept will be unraveled and you will see that it goes beyond measuring clicks, it also reflects the effectiveness and genuine connection with the audience.
TABLE OF CONTENTS
What is CTR discover its importance
How can CTR be calculated?
CTR and CTOR know their differences
Calculation of CTOR
Which is more important to measure campaign effectiveness?
How to improve CTR in email marketing?
1.- Improve the matter
2.- Use responsive designs
3.- Add a CTA
4.- Complement the metrics and compare
What does CTR mean for SEO positioning?
Factors that affect CTR
1.- Attractive titles
2.- Meta description
3.- Structured links
What is CTR: discover its importance
When you choose email marketing as a way to promote a product/service or simply to reinforce your brand image in the eyes of your community, knowing what CTR is becomes a necessity.
This is a metric that is able to measure the number of clicks a link receives by comparing it with the number of impressions it received. This way, you get a sample of the people who saw the link and those who actually clicked and entered the destination website.
This calculation will allow you to estimate a percentage that will serve to quantify the specific results of a link within a digital advertising campaign. There may also be variations in the CTR by sector.
How can CTR be calculated?
CTR calculation in email marketing: formula
As with other performance metrics, CTR can be determined through an established formula. Thus, the data is obtained by dividing the number of clicks a link has achieved by the number of emails delivered. This result is then multiplied by 100.
Often, to measure the effectiveness of an email marketing campaign , it is necessary to look beyond the opening rate. This is not the only data that reflects whether it works or not; there are also metrics for this such as ROI or CTR.
However, the opening rate is important, since it determines whether recipients see everything it contains. Only if the email is opened is it possible to access the links it contains.
Therefore, you cannot measure the success of your campaign just by email openings, as this does not guarantee results. If it is not generating traffic to the website, conversions or calling for a specific action, it is not working optimally. You should also consider how users interact and whether your ads really capture their attention. Likewise, when analyzing advertising metrics, you will see that dividing the CTR (Click Through Rate) by age segments, for example, will help you better identify your target audience.
Currently, changes in Apple's privacy policies prevent the collection of data on emails opened on iOS devices, so it is worth paying more attention to CTR.
CTR and CTOR: Know their differences
Now that you know what CTR is, it is important to understand that the higher this value is, the more likely you are to convert. However, you need to do the calculation correctly.
So, you have to ask yourself what you want to find out: clicks on all subscribers or just those who opened the email? Clearly, to get a more accurate result, you need to measure clicks on opening the link in relation to those who opened the email, not those who received it.
This leads to another metric that allows for greater data accuracy:
Calculation of CTOR
Calculating CTOR in email marketing: formula
The CTOR or Click-Through Open Rate is a metric that allows you to calculate the percentage of subscribers who click on a link with respect to the total number of emails opened.
This is a calculation closely related to the opening rate as it seeks to measure exactly the percentage of people who interacted with the content after opening the email.
Which is more important to measure campaign effectiveness?
At this point, the answer to this question varies depending on the goals you are pursuing. However, CTR and CTOR are relevant performance metrics, because knowing these numbers will give you a broader picture of the decisions you need to make.
Both results will be decisive. It is best to keep track of all the data to know how to act in order to improve the metrics.
For example, if you send a mailing and the data shows a very low CTR and a very high CTOR, it could be interpreted as a campaign that gets clicks but is not relevant to all users. Here you could determine what to do to generate greater interest in the public.
Likewise, you can make comparisons to have a broader analytical base.
How to improve CTR in email marketing?
There are many ways in which you can improve your marketing campaign statistics. Increase your CTR by following these recommendations:
1.- Improve the matter
The subject line in an email is essential to the success of a campaign, as it determines whether the recipient will open or ignore the message. Its brevity and precision are key to capturing attention in the quick scanning of inboxes, ensuring readability on all devices.
In addition, the inclusion of benefits and personalization based on audience segmentation increases relevance, encouraging interaction.
In this image, you can see an example of a subject line phrase and how you can add it in the MDirector email editor:
What is CTR: know its importance
2.- Use responsive designs
Responsive design is vital to improving the average CTR by ensuring that content is easily readable on various devices, especially mobile devices where most users check their emails. A responsive design optimizes accessibility and increases the chances of improving the conversion rate.
As more and more people use mobile devices, poor design can be detrimental to engagement. If it doesn't load properly, it prevents good interaction and worsens the user experience.
It also has a positive impact on the bounce rate by reducing the likelihood of abandonment due to display problems. It also contributes to the brand image by demonstrating attention and care towards the user experience, generating trust and strengthening the positive perception of the brand.
In MDirector's campaign editor you can easily generate mobile and deskt iraq whatsapp number data op versions of your emails . This way, you can see how the email will be displayed on different devices:
CTA: importance for CTR
3.- Add a CTA
To improve the way users interact with content , it is important to guide them towards a concrete action.
Strategic placement throughout the content (at the beginning and end of the email to capture the reader's attention), combined with clear and visible wording, creates opportunities for interactivity , improving the user experience and increasing the chances of them taking the desired actions. It's important that you highlight the benefits or value of clicking for the customer.
The colors chosen for the link should be striking and contrast with the background. Likewise, the buttons should stand out visually from other elements in the email.
The effectiveness of CTAs also lies in their ability to create a sense of urgency. By using persuasive terms such as “limited offer” or “exclusive discount,” potential customers are motivated to take immediate action. Incorporate elements that suggest scarcity into the email itself to motivate action.
