Writing and Publishing

When is Email Click-through Rate Important?

Earlier this year, I blogged about email open rates. Once an email message is opened, another important metric is the “click-through rate.” The click-through rate is the percent of opened messages where the reader clicks on a link in the email message.

Depending on the type of email message, the click-through rate can be critically important or not at all meaningful. For example, if the goal of the message is to get the recipient to respond by clicking on a link, then the click through rate is of paramount importance. However, if the email message is self-contained, presenting all the needed information without needing to take action, then who cares about click-through rate?

Some of the email messages I send out include all the information within the message. Any link a reader clicks on, such as to go to my website, is secondary to them reading the message. Other emails that I send out contain essential links. I am notifying them that information is available, but the recipient needs to click on a link to read it. In this case, click-through rate means a great deal. A third option is in between, with some information included and additional information only a click away.

However, if an email message is a marketing piece, then the call to action is to click on a link. This link will take the person to a landing page where they can request more information, signup for a course, or buy a book. In this case, the click-through rate is critical. It measures the success of the email pitch. A low click-through rate automatically means poor results from the campaign.

If you are using email to market your book, track the click-through rate. Tweak your message to maximize your click-through rate. If your email marketing program allows for split testing, use it. Higher click-through rates should equate to higher books sales. Isn’t that the goal?

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Peter Lyle DeHaan is an author, blogger, and publisher with over 30 years of writing and publishing experience. Check out his book Successful Author FAQs for insider tips and insights.

By Peter Lyle DeHaan

Author Peter Lyle DeHaan, PhD, publishes books about business, customer service, the call center industry, and business and writing.