We’ve come a long way since the birth of email marketing. But marketers are still facing the same old challenges – namely, getting people to actually click on the interesting, enticing links in their emails.
A recent Ascend2 study, reported by eMarketer, reveals that low click-through rates (CTRs) are considered by far the biggest challenge facing email marketers.
53% of respondents named low CTRs as a bugbear when asked what challenges they faced, followed by lack of an effective strategy (41%) and lack of quality content (32%).
Despite these difficulties, CTR is still the main metric used to gauge email marketing success, according to Salesforce research, also cited by eMarketer.
The Salesforce study also reveals that 59% of marketers plan to increase their email marketing budgets this year. So there’s no sign of an industry-wide towel throwing epidemic.
However, with Inbox Marketer research showing average CTRs dropping to 4.3% in 2014 – from six per cent in 2013 – it looks like email marketers are going to have to work even harder to win their subscribers’ precious clicks.
As eMarketer commented: “Such findings emphasize email marketers’ need to master the most effective metrics if they want to buck the trend and drive the CTRs—and campaign success—they’re aiming for.”
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