Estimated reading time: 3 minutes, 15 seconds

To succeed in email marketing, one of the main things to keep in mind is your objectives or goals for every email sent. Do you intend to get more reactions? Increase the number of subscribers? Improve the click-through rates of your emails? In most cases, we all want to achieve all the above. To get there however, you have to put in the effort because it’s always a work in progress. Below are 5 strategies you can adopt to increase click-through rates for your nonprofit. But first you need to know what contributes to a good email click-through rate.

Good email click-through rate

Settling on a good click-through rate (CTR) is always challenging. However, a click-through rate of 10% for email marketing is generally considered to be good. The problem however is that many emails don’t even get close to that. Many email CTRs may be as low as 1.04% depending on the industry. The best way to identify your click-through rate is by checking your email service provider to find out how the normal CTRs for your industry. If your rate is lower than the average, you need to do more to target higher rates. Below are the 5 tips which will guide you to improve your rates.

  1.     Segment your subscribers

Define your subscribers through different subscription lists and markets. You can divide them into emails that go to everyone as well as those that you send to specific targeted lists. You may have a list of past supporters and another one for prospects. With such different groups of people, you will definitely want to send them different messaging. Having separate audiences helps to tailor your message to the people you want to open your emails and therefore improve your click rate.

  1.     Deploy analytics

Analytics can offer great insight if you closely pay attention to it. However, you need to know the kind of information to pay attention to and the data to gather. Understanding your email analytics helps you understand the types of content that your audience wants. You can use analytics to your advantage and plan better for the future through split testing and analysis of the outcome.

  1.     Be a reputable sender

Most people check the name of the sender before deciding whether to open an email or not because of the large number of scammers trying to gain attention. People often get so many emails that they are not sure of the sender as some are malicious. To become recognizable from the rest however, use your brand as a sender name. Alternatively, you could combine the sender name with your brand name as this approach might yield better results.

  1.     Format your emails properly

Formatting your information correctly makes your emails attractive and easy to read meaning readers may not be bored while reading or forced to abandon it altogether. Some areas that you should concentrate on in your formatting include making your emails mobile-friendly as more people use mobile devices than desktops. Avoid using too many images as this may hide information, and making sure the width of the emails is right.

  1. Provide top-notch content

Once you send your email, the subscribers will always expect something new and captivating. With this in mind, you should always keep your content fresh and interesting to ensure that they click your links. Make your email interactive by using content such as animated GIFs, videos and video thumbnails to get the attention of your audience. Also, use images since humans are highly attracted to images and visuals. Emails that have images have a higher click rate than those that do not. You can also ask for feedback or run a poll to get the audience’s views.

Sticking to these tips can help your nonprofit improve your email click-through rates. However, you need to do more to create a strong email campaign that converts.

Last modified on Saturday, 07 September 2019
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Scott Koegler

Scott Koegler is Executive Editor for PMG360. He is a technology writer and editor with 20+ years experience delivering high value content to readers and publishers. 

Find his portfolio here and his personal bio here

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