If one of your marketing goals is to increase your company’s ROI, then you need to start using email marketing. This kind of digital marketing gives a high ROI. A report found that 18% of companies achieve email marketing ROI greater than $70 per $1 invested. 

You can measure the success of your email marketing campaign by setting performance goals and analyzing metrics. One metric that you should actively monitor is click-through rates. Our Austin email marketing agency team wants to share what this metric is and ways you can increase it. 

What is a click-through rate?

An email click-through rate is the number of subscribers who clicked on at least one of the links in an email sent. In order to calculate the click-through rate, you take the number of clicks made on the email and divide it by the number of emails you sent, then multiply by 100 to get a percentage. This metric is one of the most important to measure when determining the success of an email marketing campaign.

What is considered a good click-through rate?

A good rule of thumb when it comes to click-through rates is if your email campaign has a high click-through rate, then that is a good sign. Having a low click-through rate means that your email marketing campaign needs improvement. 

Do you want to know if your campaign is doing well or not? Then compare your results with the industry average. Every industry has a different click-through rate, but there is an average click-through rate that you should consider. The national average click-through rate is 7%. Your goal should be to shoot for an email click rate that is higher than 7%. 

Ways to increase your email click-through rates

Write compelling subject lines

An Austin email marketing agency believes one of the best ways to get people to click open your emails is by writing a compelling email subject line. The subject line is the first line of text that subscribers will see when they receive an email from you. It will help them decide whether they open your email or not. 

When writing a subject line, you should keep it brief. Your subject line should be no more than 50 characters, and that includes spaces. Evoke emotions in people to get them to open your email. Test out different emails by using a/b tests. 

Then, see which email performs better. For example, one email can have a subject line with just text, while the other has emojis. You can test out both approaches to see which one performs better. 

Optimize for mobile devices

In 2019, 42% of all email opens came from mobile devices. That means that your emails should be optimized for mobile. The last thing you want is for people to open your email and have to zoom in to read your content. Before hitting send, preview your email. 

Make sure it has a responsive design. You can make your email more responsive by sticking to a single-column layout. This will decrease the shift and make it easier for everyone to read. Your font should be a 13 to 14-point font for the body text. 

Hyperlink images

If your email contains images, you should make sure they are hyperlinked. The end goal of your email campaign is to get people to visit your website. Adding hyperlinks to your images can increase the likelihood of people clicking on your website. 

That does not mean you should not add hyperlinks to your CTA buttons. However, people are more drawn to images than text. For example, if you want people to download your ebook, add an image of the book. Then, make sure that it is hyperlinked back to that book. That will increase your click-through rates. 

Hire an Austin email marketing agency to manage your company's email marketing!

At OMG Austin, we have marketers who set up and manage targeted email marketing campaigns that align with KPIs and any digital marketing goal. From developing the perfect subject line to personalized campaigns, we provide the best email marketing services. Get in touch with us!