The importance of CTR: The ideal metric to improve our Email Marketing.
In one of our last blog posts, we saw that the Apple Mail Privacy Protection affected our email opens, and as a consequence, we had to rely on other KPIs to assess the performance of our email marketing campaigns.
As we well know, e-mailcompared to other types of marketing actions, allows us to obtain much more measurable and actionable data.We have a wide range of information that allows us to evaluate the performance of our mailings every time we send them to our subscribers.
It is therefore not possible to assess openings in the same way as before, the most important KPIs are those that ensure interaction between our content and our customers, i.e. clicks.. In this way, we can really see how our campaigns are working and whether the content we share is catching the attention of our users or not.
In this post, we are going to know specifically what is the click-through rate, also known as the click-through rate. CTR (Click-Through Rate)Let's take a look at why this metric is so important to the outcome of our campaigns.
How important is CTR in Email Marketing?
The CTR in Email Marketing is a metric that we can use to assess whether our campaigns meet the expected results or not. This KPI reflects the likelihood that subscribers who receive our newsletter will interact with our content through clicks.
This metric becomes very valuable because it is very important to be able to compare the results of your campaigns, to see which ones worked best, and therefore, this can help us to target what kind of content interests our users the most.
In short, this KPI is very important because it tells us if the users to whom we have sent the campaign have been interested in the content offered in the email, or, similarly, if they have missed it. In other words, it lets us know whether the content we offer has been interesting for our subscribers or not.
Knowing this, to obtain the CTR value, we only have to carry out the following formula:
Once we know the exact value, we will be able to compare the results of our different campaigns and little by little we will be able to tweak the content to provide our subscribers with the content they are most interested in.
In short, it is difficult to know what CTR value our newsletter should have because it will depend on many factors, such as the sector we are targeting, or the type of business we have.
What is CTOR and how does it differ from CTR?
CTOR is a metric very similar to CTR, however, CTOR is the likelihood of someone who has already opened our email interact with our content through clicks. In other words, the difference between these two is that while the CTR is based on the total of your newsletter deliveries, the CTOR is based only on the openings of the total number of deliveries.
In many blogs we can see that the CTOR is said to be the most valuable KPI for marketers. However, as a result of the new Mail Privacy Protection adversity, it has lost value. As we all know, MPP directly affects email opens, as users who have it enabled will automatically be told that emails have been opened.
This means that one of the two variables used to calculate the CTOR, in this case the openings, is directly affected and this will mean that we will never know with certainty whether the data provided by the CTOR formula is real or not.
Thus, CTR is the metric that will provide us with data that we know for sure is real.
How to improve your CTR?
There is no concrete way to improve our CTR, because as we said before, it depends on how eye-catching the content of our emails is for our users. Therefore, what we do know is that if the content we find inside our mailings is well curated, we are more likely to have subscribers interact with it through clicks.
– Original subject lines. You are at are responsible for whether or not users open our emails.As a consequence, they have a very high responsibility because if the recipients of the mailings do not open it, our campaign will have been completely ineffective.
– Relevant content. It is very important that the content of our emails is relevant to our audience. If they are not interested in the content of this email, they will not interact with it..
– Attractive designs. It is necessary that the design of our mailings is well thought out, i.e, an attractive design can make our subscribers more interested in interacting with the content. we are offering.
– Eye-catching CTAs. Many times, the goal of our email campaigns is to generate web traffic. CTAs are primarily responsible for driving our subscribers from one site to another, and for this to happen, it is essential that they get their attention and get the clicks..
