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The Best Tactics for Improving Email CTRs

by Ayaz Nanji  |  
June 9, 2015

Marketers say creating meaningful call-to-action offers is the best way to increasing email click-through rates (CTRs), according to a recent report from Ascend2.

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.

CTR Trends

  • 34% of respondents say their email CTRs are not changing significantly.
  • 33% say CTRs are increasing modestly and 22% say they are decreasing modestly.

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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

Twitter: @ayaznanji

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  • by Sue Tue Jun 9, 2015 via web

    This is interesting, but would be more interesting with examples of meaningful calls-to-action.

  • by TS Tue Jun 9, 2015 via web

    Don't mean to sound insulting, but is an article stating the obvious worth writing? If a meaningful call to action is the most effective method to improve click through rates, wouldn't the article be more valuable if provided some details as to what WOULD be the most meaningful top call-to-action examples that would truly help a marketer brainstorm? Maybe that part was edited out?

  • by Tue Jun 9, 2015 via web

    Is it possible to provide an example of what you mean by meaningful call to action?

  • by Mike Roberts Mon Dec 21, 2015 via web

    @TS - the article didn't state that "a meaning call to action is the most effective method to improve click through rates," but that 65% of marketers surveyed "say" it is. The fact that the majority of those surveyed are seeing stagnant to declining results invites skepticism about what they "say" is best.

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