The Best Tactics for Improving Email CTRs


Marketers say creating meaningful call-to-action offers is the best way to increasing email click-through rates (CTRs), according to a recent report from Ascend2.

The report was based on data from a survey of 303 marketing, sales, and business professionals from around the world (68% B2B-focused, 32% B2C).

Some 65% of respondents say crafting a meaningful call-to-action offer is one of the most effective methods they use for increasing CTRs; other popular tactics include list segmentation (47% say it is one of the most effective) and message personalization (42%).

Below, additional key findings from the report.

Most Difficult Tactics

  • 41% of respondents say list segmentation is one of the most difficult tactics for improving email CTRs.
  • 35% say crafting a meaningful call to action is one of the most difficult tactics.

CTR Trends

  • 34% of respondents say their email CTRs are not changing significantly.
  • 33% say CTRs are increasing modestly and 22% say they are decreasing modestly.

About the research: The report was based on data from a survey of 303 marketing, sales, and business professionals from around the world (68% B2B-focused, 32% B2C).

Ayaz Nanji is an independent digital strategist and the co-founder of Inbound ContentWorks, a marketing agency that specializes in content creation for businesses and brands. He is also a research writer for MarketingProfs. His past experience includes working for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

MarketingProfs All In One


REPORT: Facebook’s 4Q CTRs Soar Year-Over-Year


FourthQuarterKey650Facebook will hold its fourth-quarter and full-year-2014 earnings call Wednesday after market close, and digital marketing agency 3Q Digital examined year-over-year advertising trends for the period.

3Q Digital analyzed more than 1 billion impressions during the fourth quarter of 2014 and found that:

  • Click-through rates rose 364 percent year-over-year, due to factors including more advanced creative testing and greater adoption of Facebook’s custom audiences ad-targeting options.
  • Costs per click rose 35 percent year-over-year.
  • Looking specifically at the retail industry, CTRs rose 392 percent and cost per thousand impressions (CPMs) tripled. CPMs also more than doubled for mobile.

3Q Digital senior director of social Dayna Moon wrote in a blog post:

The numbers are staggering and tell a clear story: The market has reacted positively to the changes in regards to user experience; mobile adoption both domestic and internationally has aided growth in engagement; and costs, particularly on mobile and video, will no doubt play a role as we expect these trends to continue.

Readers: What do you expect out of Facebook’s earnings call?

Image courtesy of Shutterstock.

SocialTimes Feed