Email Marketing Glossary
Email Marketing Glossary Terms: CTR
In terms of email marketing, the CTR or Click Through Rate of your campaign is the number of readers that click through to the pages of your site compared to the total number of recipients of your email. A high click through rate means that you have succeeded in writing an appealing email, and have delivered it to targeted leads without it being blocked by spam filters or any other problem areas where emails can get caught up. In order to enjoy the best success in email marketing you need to try and ensure that you enjoy a good CTR rate. You won't enjoy good conversion levels unless you can get enough people to read your email and subsequently click through to your website. There are many factors that determine your eventual CTR but specifically you should consider how well targeted list members are and how effective the content of the email itself is. Also consider the links that you use, where they are placed, and always, always ensure that you test those links in a test run before sending to your entire list. CTR is considered in the vast majority of marketing techniques, including email marketing. A high CTR will typically lead to positive email marketing results and, as long as your website is set up to convert visitors into profit, then you should also enjoy positive returns on investment. In contrast, a poor CTR will lead to little impact on your business except that you have probably invested money into email marketing that you won't get back. For related information, please see our e-mail marketing CTR and links blog.
Email Marketing Glossary Terms: Read Rate
The read rate is the number of emails that are read when compared to the total number of emails delivered in an email marketing campaign. In an ideal world, every recipient will receive, read, and respond to the emails you send but the reality is that you will only usually receive a small number of conversions compared to the total number of recipients in an email list. The read rate is an important indication of several factors. You should consider bounced or undelivered emails separately, although realistically these will crop as being unread because the recipient will not have the opportunity to read the email. The most advantageous measurement of a read rate is the number of emails read compared to the number of emails sent and received. Sending marketing communication by email is an effective way of getting your marketing message read because even a business related email Inbox is considered a personal place. A read email indicates that your message has made it past the spam filter and that the subject line of an email has proven intriguing enough to lead to the recipient opening it. If you suffer a low read rate with your emails then consider that either the subject line is uninviting, that your emails are being blocked before they are opened, or that your list members are not targeted enough when compared to the subject of your email. Members have not had the opportunity to actually read your email when they open it so the majority of your concentration should be on these factors.
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