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06 December 2021

While it tends to be overlooked in favor of newer digital marketing techniques, email is still one of the most effective advertising tools around. MailChimp finds that, across a wide swath of industries, the average open rate is 21.33% and the average click rate is 2.62%. While those returns might not appear to be as large as the ones seen with social media or targeted advertising campaigns, email tends to reach a significantly larger audience by volume—which equates to an outsized impact on your visibility. Factoring in the minimal time and financial investments only makes email marketing more appealing. There’s no need to monitor complex analytics and consumer behaviors, you just write and send regular emails to your subscriber's lists. But the simple nature of email marketing doesn’t make it either foolproof or impossible to optimize.

Improving Click Rates

While the average click rate in email marketing can be assumed to be relatively stable—mostly due to the maturity of the outlet—there is room for improvement for most businesses and industries. The best way to do so is by segmenting your subscriber lists and sending campaigns to only the relevant ones; email marketing managers like MailChimp and Emma help make this process significantly easier and less time-consuming. Segmentation can be very broad or very specific—whichever suits the needs and resources of your business—but doing it to any degree helps build a more trusting rapport with potential consumers. That helps to increase open rate, which increases clicks by itself, but also makes subscribers more apt to click on links that they feel are tailored, at least to some degree, for them.

Embedding more, and more varied, links is another easy way to increase click rates. Once again, managers like MailChimp and Emma help make this process easier. They allow links to the same content to be variously embedded as buttons, linked text, images, and so on. The more of these an email includes, the more likely it is that a potential customer will be enticed to click. A/B testing campaigns, which managers also streamline greatly, can show these effects in action and help you discern what kinds of calls to action most inspire your audience.

IDMI.Net Is Here to Help

At IDMI.Net, we have significant experience with email campaigns and effective management thereof. Our team can help manage a versatile array of email campaigns, both in terms of purpose and frequency. We know the ins and outs of the most popular email marketing managers and can help you use them to their fullest potential. It may not be the flashiest marketing outlet, but email has a track record of success—and so do we.

Our services are designed to suit a broad range of client needs. We can design and implement entire campaigns, or just help with the latter. Whether you need to send out product announcements, vital news about your business, holiday messaging, or just a friendly update, we can help you put together and execute meaningful email campaigns.

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