Prospect Experience Design
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Many clients ask what a good click-through rate is for an email newsletter campaign. Keeping in mind that 1% is generally considered to be a respectable response rate for direct mail, I would say that you should generally shoot for somewhere between a 10-20% click-through rate for an email. The appropriate desired response to an email newsletter should be for subscribers to simply continue reading the material on your website, a much lower level of commitment than is usually implied with direct mail campaigns. That said, achieving this response isn't the easiest thing to do. We've grown accustomed to being quite aggressive with email- particularly with deleting email that we find irrelevant at that moment. But over the past couple of years, I've noticed that certain tweaks can enable a higher and more stable click-through rate from one campaign to the next. Here are four ideas...