When evaluating the success of an email marketing strategy, there is a lot to consider.
Measuring our campaign’s A.R.P.E.S. is great, if we want to get an overall read on how our campaign is performing as a whole. Open rates can give us some insight into the effectiveness of our subject lines and the health of our mailing list. And conversion rates can help us understand how often our marketing emails are resulting in our audiences taking action.
But what if we want to look deeper? What if we want to evaluate exactly how effective our marketing emails are once our subject lines have gotten us that all-important open?
Because after all, an open without a click doesn’t really get us anywhere, now does it?
Clicks are our bread and butter.
If our marketing emails are producing a healthy number of clicks, we are doing our jobs right. If they aren’t producing clicks, we are failing. It really is that simple.
Once we have gotten our prospects to the “clicking” stage of the marketing dialogue, there are any number of things which could, and often do, go wrong. Have we steered the prospect to an inferior website or poor landing page?
Let’s hope not, because running the gauntlet of spam filters and limited user attention spans to win those clicks is no easy task.
A high click rate means good email marketing. Period.
Click rate: the most important email marketing metric ever
What stats like A.R.P.E.S. lack when attempting to measure email marketing efficiency is insight into at exactly which stage of the business-customer email marketing interaction might be problematic.
Click rate shows us how well we are convincing those on our mailing lists to move in the direction we want them to by clicking on our CTAs or our links.
What it is:
Click rate is relatively simple to calculate. We take the total number of emails sent in a specific campaign, and calculate the percentage of those emails that resulted in recipients clicking on something contained within the email body copy. Such clicks can include links, calls to action, or anything else (except the unsubscribe button).
This percentage is our click rate.
What it tells us:
An email marketing campaign’s click rate gives us some insights into several things about our overall approach.
- It provides insight into a campaign’s overall ability to drive traffic to our linked website or landing page through email
- It provides insight into the efficacy of out CTAs (calls to action)
- It can be an indication of how effective/persuasive/clear the body copy of our marketing emails is
Click rate gives us a strong overall indication of how effective our approach is. A low click rate indicates a problem somewhere within the email marketing dialogue. Once we have determined that there is indeed a problem, we can use some of email marketing’s lesser metrics to determine exactly where the problem lies.
How much click rate is a good click rate?
As with so many of email marketing’s success-measuring metrics, it depends.
Different industries with different target audiences marketing different products and services produce different click rates.
A much better question is how the click rate of the particular campaign we are looking at stacks up against the click rates of previous campaigns we have already run. If it is lower than previous campaigns, we have missed a trick somewhere along the way. If it is higher, we can give ourselves a pat on the back for a job well done.
And don’t we all deserve one of those every once in a while?