The report was based on data from a survey of 303 marketing, sales, and business professionals from around the world (68% B2B-focused, 32% B2C).
Some 65% of respondents say crafting a meaningful call-to-action offer is one of the most effective methods they use for increasing CTRs; other popular tactics include list segmentation (47% say it is one of the most effective) and message personalization (42%).
Below, additional key findings from the report.
Most Difficult Tactics
- 41% of respondents say list segmentation is one of the most difficult tactics for improving email CTRs.
- 35% say crafting a meaningful call to action is one of the most difficult tactics.
- 34% of respondents say their email CTRs are not changing significantly.
- 33% say CTRs are increasing modestly and 22% say they are decreasing modestly.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji