Improve your click-through rates

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Click-through rate is an indicator that shows the percentage of times recipients clicked on a URL in an email. It is a very important factor for conversions (such as closing a sale), which is the goal of email marketing.

The following table, taken from data published by Constant Contact in January 2024 from BtoB and BtoC companies, shows the average email open rate and click-through rate by industry. The overall average open rate is 39.7%, and the click rate is 1.0%. Check your company's email engagement rate using the table below as a healthcare email list reference.




Click-through rate

Open rate
Administrative and Business Support Services
1.8%
31.1%
Childcare services

1.7%

44.8%
Food & Beverage Services
0.7%
37.6%
education
1.7%
40.2%
Consulting Services
1.4%
30.1%
Financial Services
1.0%
30.4%
Health & Wellness
1.0%
37.0%
Legal Services
1.6%
33.2%
Manufacturing and Distribution
1.3%
30.1%
Non-profit services
1.9%
41.8%
real estate
0.9%
35.0%
Personal Care
0.7%
36.4%
retail
0.9%
33.1%
Travel and Tourism
1.0%
36.2%
average
1.0%
39.7%
Source: 2024 Email marketing statistics compilation



The main factors that affect the click-through rate of email distribution are the type of CTA, the position of the CTA, and the content that is clicked on. CTA stands for "Call To Action" and refers to an element that calls for action.

For example, try different versions of your CTA, such as turning a text link into a button, and run some A/B testing to see which version performs best.



Mail delivery staircase design
The step-by-step design of email delivery is one of the effective communication methods with customers in BtoB marketing. With this approach, instead of aiming to immediately acquire inquiries or business negotiations, you aim to deepen relationships by gradually communicating with potential customers, and then to conclude inquiries and business negotiations.

The basic idea of ​​staircase design is to present a staircase with few steps that potential customers can easily navigate. Using this method in email delivery may seem like an extra step, but it will ultimately maximize the number of inquiries, business negotiations, and even orders.

If you send email content without taking a single step, the customer will find it difficult because it does not meet their needs. In this case, it is not effective email marketing, but merely sending an email newsletter. It is important to determine the recipient and content to be sent, and provide content that is tailored to each step.




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summary
An email delivery service is a tool for automating and streamlining email sending to customers. Email delivery is a common method for corporate sales and marketing, but it can be difficult to send the necessary emails at the right time. Introducing an email delivery service can optimize email-related tasks.

However, with so many products available, it can be hard to choose. In that case, please refer to the success stories in this article. If you are not seeing results from your email marketing, check your company's email marketing challenges and take measures to address them.