Email marketing is a key tool for any business that wants to take digital marketing seriously, with the potential to drive significant ROI for your business. However, despite the fact that email campaigns boast some of the highest open rates of all marketing channels, they sometimes experience low click-through rates (CTR). This occurrence often leaves marketers scratching their heads. A high open rate indicates that the audience is intrigued by your subject line and has gone as far as to open the email. However, the lack of clicks indicates they aren’t inspired enough to take any further action. In this blog, we’ll explore some common reasons for a high open rate and low click-through rate and discuss strategies to fix it.
Perhaps the subject line is intriguing and captivating, prompting the recipient to open the email. Once they’re in the email, the content doesn’t match the expectation created by the subject line. Ensure that the content of the email delivers on the subject line’s promise, providing real value and relevance to the recipient. Do not over promise and under-deliver in your email copy!
If the email is a jumbled mess of too much information with no clear call-to-action or comprises multiple offers, it might be overwhelming for the reader. Create an email that’s easy to understand, visually appealing, and directs the reader towards a single goal. A clear and straightforward message, accompanied by well-designed visuals, should be your approach to create an engaging email.
Sometimes email marketers overgeneralize their customer base by creating complex email campaigns. To personalize your content, segment your email list based on their interests, purchase history, and behavior. Send personalized emails with tailored content to each individual group to have a better chance to increase the CTR. A broad email campaign isn’t the best way to create engagement.
The aesthetic of your email is critical in driving action. If it’s dull or overcomplicated, the recipients may not find it appealing or worth their time. Design emails that are visually appealing and fitting for your brand’s tone. Focus on contrast colors to make your Call-to-actions (CTAs) stand out and use readable fonts to highlight your most important message.
The timing of your emails is as important as the content. Timing is essential because if the reader is already overwhelmed with their inbox, receiving an email from you at the wrong time might kill the chances of having it opened. It’s important to test different sending-frequencies and times to find the best time for your audience.
In conclusion, a high open rate with low CTR is a common issue that marketers face while sending out emails. A/B testing and analyzing the email on the basis of multiple factors like subject line, design, segmentation etc., will help you to perk up the performance of your future email campaigns. Also, do not forget to curate attention grabbing CTAs which are compelling enough to persuade your audience to take the plunge. If you follow the tips mentioned above, you’ll be sure to increase the email click-through rate yield better results with your email campaigns. Remember, the purpose of email marketing is to not only grab your reader’s attention but to also drive specific action. Happy emailing!
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