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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.

About the research: 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).

Continue reading "The Best Tactics for Improving Email CTRs" ... Read the full article

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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