Low CTRs Pose Biggest Challenge to Email Marketing

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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%).

Graph showing biggest challenges facing email marketers.

Source: eMarketer.

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."

News brought to you by ClickThrough – experts in Search Engine Marketing & Internet Marketing.

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