App Marketing Guide: Leverage Email Click-Through Rate (CTR) for Ecommerce Apps

When it comes to brand marketing and sales, email remains a dominant force, delivering a remarkable return on investment (ROI) of $36 for every dollar spent. Despite being an established marketing strategy, email has evolved with new technologies that enable efficient tracking and optimization of campaigns through email click-through rates (CTR).

This metric is a reliable indicator of customer engagement with your brand, and understanding how to leverage it can help convert readers into buyers. Let's delve into the details.

What is average email click-through rates(CTR)?

The average email click-through rate (CTR) refers to the percentage of recipients who click on at least one link within an email campaign, typically measured against the total number of recipients who received the email.

CTR is a widely used metric in email marketing that helps gauge the effectiveness of an email campaign in terms of engaging recipients and driving them to take action.

To calculate email CTR, use this simple formula: (Number of users that clicked on a link) / (number of email impressions x 100)

The average email CTR can vary depending on factors such as the industry, type of email, and target audience. According to industry benchmarks, the average email CTR typically ranges from 2% to 4%.

Factors affecting effective CTR of email marketing

While ecommerce app emails may have a relatively high average open rate of 27%, it does not guarantee a similarly high click-through rate (CTR). With recipients being quick to unsubscribe or mark emails as spam, it is essential to capture their attention within a few seconds to encourage them to take action.

To avoid common mistakes and optimize your email campaigns, keep the following tips in mind:

Subject Lines Lack of Personalization

A boring subject line is one of the most significant variables affecting email CTR. If it fails to pique the readers' interest, the email will most likely go unopened. Use the 4U paradigm to design effective subject lines and increase open rates. Make the following the subject line:

• Useful
• Ultra-specific
• Unique
• Urgency

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Unclear or Irrelevant Content

Ensure that your email content is concise, clear, and relevant to the recipient. Avoid using jargon or overcomplicated language that may confuse or alienate readers. Make sure that the content aligns with the recipients' interests, preferences, and past interactions with your brand.

Even if you get a high open rate, readers will not take action unless the email content is interesting. Communicate directly with the reader and make the text engaging so that they will finish reading. To accomplish this, you might employ a variety of frameworks, including:

• Disrupt, fascinate, and Click (DIC): Disrupt their routine to capture their attention, fascinate them with catchy content, and compel them to click on an actionable CTA.
• PAS (Problem, Agitate, Solution): Describe a problem, agitate them, and then give a solution.
• Hook, tale, Offer (HSO): Grab their attention with an exciting headline, then deliver a compelling tale and make an enticing offer.

Weak call-to-action (CTA)

The purpose of the email is determined by the call to action. What do you want users to do when they reach the end? The CTA should be evident, as should the button or link to it. There should also only be one. Multiple calls to action will only confuse the reader.

Overwhelming Frequency

Bombarding recipients with excessive emails can lead to email fatigue and result in higher unsubscribe rates or spam complaints. Strike a balance and avoid overwhelming your subscribers with too many emails. Monitor email frequency and use data-driven insights to optimize the timing and frequency of your campaigns.

Boost email CTRs with segmentation, personalization, and targeting

In modern marketing, personalization is crucial. When your audience feels connected to your brand, they are more likely to make frequent purchases and keep coming back to your app. So, how can you personalize your email marketing? It starts with sending the right message to the right audience. When customers receive highly relevant content, your email click-through rates (CTRs) will soar.

Here are 3 key elements to focus on when developing a personalized email strategy:

Segmentation

High unsubscribe rates may indicate that your audience doesn't feel connected to your content. To address this, segment your users based on their buying behavior. This allows you to send targeted emails, such as reminders about abandoned carts or special discounts on their birthday.

Personalization

Personalization goes beyond simply using the customer's first name in the email. Send them post-purchase thank-you notes, promotional offers, and personalized product recommendations based on their previous purchases.

Targeting

Track the customer's journey through each stage of the sales funnel. This enables you to send them targeted and actionable emails along the way. For example, if they're in the research stage, provide them with more information about your brand and products. When they reach the ready-to-buy stage, target them with special discounts.

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Conclusion

Many ecommerce businesses fail to optimize for email CTRs, resulting in lost opportunities. You can target readers who are more likely to convert into customers by conducting a thorough study of your emails. That is why it is critical for you to understand the metrics that might have a direct impact on engagement on your ecommerce app.