A really great way to measure the response to your email campaigns is to watch your Click-Through Rate, or CTR. Basically, it’s a percentage of the customers that clicked on buttons or links in your email which directed them to a landing page on your website, and the higher the percentage the better the response.
A typical Click-Through Rate for “Business-to-Customer” emails, according to Lyris HQ, is between 2% and 12%. Those numbers may sound small, but in fact 12% is practically unheard of! 4-7% is a happy medium, but even then it’s tough to get people to click.
So What’s A Girl To Do?
Segment, segment, segment! From personal experience, if you send a targeted email to a select group of people, your CTR will more than likely double. If you sell shirts and pants, and you send an email highlighting your Shirt Sale, those pant-buyers will either not open the email at all or they may even opt-out, because it’s not up their alley. But if you segment your list and keep track of what your customers buy, your Shirt Sale email that now only goes to shirt-buyers will be a huge success, because you’ve taken out the possibility of all those opt-outs. Simple as pie.
