Open and Click Trough Rates Statistics
If you really want to have high results on Open rates and Click-through rates, then you have to focus your efforts on making people do what you’re waiting them to do. It is quite easy to manage people’s actions – you just have to make your desire attractable and clear for them. The main tool you are able to use is the email message, next one – your site. That’s why you should pay more attention to make them attractive and “want to come back”.
The first step is to design the email message so that recipients’ actions won’t stop on just reading it. They have to click on included links and register on your site. Before you send your message you should check every key element of it: the subject line, the content of the message, including images and HTML code. Don’t forget to place a link on text-only version of it, so that all recipients could become familiar with provided information.
Did you know that if you place more links in your message the open rate and click-through rate increase. It is absolutely normal to send an email with 15-25 links in it. But don’t be extremely eager: to many links isn’t good too.
According to fresh analysis the subject line of a message should be no longer then 50 characters in length. A longer line could be a cause of open and click-through rates decrease, otherwise the success is guaranteed.
If you follow these simple instructions you’ll finally see your recipient on your landing page buying something or subscribing for newsmail. At the same time the page should be catchy and easy to navigate. You should examine all the links on landing page for a proper work. When a potential customer or subscriber can easily reach needed information or chart, the orders and conversion rates (statistics of users’ transition from page to page) will grow fast, and people will leave your site contented and with strong desire to come back. So, you don’t have to disappear them with bad links and errors.
In emailing the time factor is quite important. It would be wise to examine, when your open concentration period is. This rate will show you the opens activity in the first few hours after delivery. Obtaining such statistics lets you know what the most appropriate time for email delivery is. In time email distribution will enhance you open and click-through rates.
What also works on open rates and CTRs is a proper demographic/physiographic segmentation of your subscribers so that you would be able to choose right time to send your messages. It isn’t a secret that if you want to reach teens, the appropriate time to deliver them emails would be late afternoon, when they return from school. Homemakers will be the most active in the middle of the day, but some other people from the target audience cannot access their email at the time. Sex differences also play a significant role: males believed to be more active users during the prime evening television viewing hours.
Sometimes you can get into situation when everything you do is not enough to increase you open rates and CTRs. Then it is time for tracking open rates. Here is the sample chart that outlines the ability to track email open rates.
| Tracking Open Rates | ||
| Format/Issue | Open Rates | Comments |
| HTML Email | Yes | |
| Text Email | No | No tracking image |
| Preview Pane | No/Yes | Yes, if images load |
| Checking Email Offline | No | Image won?t load |
| Multipart Message (1) | Yes/No | HTML yes, text no |
| Corporate Firewalls | Maybe No | Some strip images |
| Proxy server precache (2) | Yes | Shows all emails as open |
| Preview Pane/Java script | No | Will not execute Java Script |
| 1) Email sent as both HTML and text2) Some proxy servers precache all the images in HTML email | ||
In pursuit of higher numbers in your statistics don’t became messed up by different formats of its calculating. Click-through rates are calculated by dividing the number of clicks by the number of emails successfully distributed (e.g., does not include bounces, but does include out-of-office replies). But be very careful and decide whether for your statistics you will use the number of unique or total clicks and will calculate CTRs based on the number of emails opened, rather than distributed. Anyway, it makes no difference the approach you use, but only your carefulness and steadiness.
Friday, September 3rd, 2010 : Email Marketing : No Comments