My click-through rates have steadily declined the past 3 years. Is anyone else having this issue? Anyone have any suggestions? Our email format and CTA has not changed at all, and we largely do the exact same content on our site.
It’s also very strange because our open rate is through the roof (and I don’t think it’s the Apple iOS issue, as most of our users are desktop). Help? Other people having the same trend?
Hey @jkyleb , checking your info I think it’s the moment to make a few changes in your communications, and have questions for you:
When was the last time are you cleaning your database, the users are going to lose engagement over time, and sometimes change the corporation email because they leave their job or never use the email because have a new one.
If you check your open rate has grown up this year by 18% meanwhile the last two years you have a rate of around the 15%, therefore the first change you need to try is the CTA’s, change the color, words, and tests.
My other advice is to change the subject in the email, make a few changes over your subject and try to make test A/B, and have insights from your users. when you have this, make changes to the email body and test again.
This is a cycle process, make, again and again, to capture the best information from the data. Let me know if works for you.
Thanks Juan. Yes, we have cleaned up our database quite a bit, which I think is what has driven the open rates much higher. We removed anyone who hadn’t engaged with any of our content for 2 years. We have done some A/B testing on emails with plain text vs. design and there has been very little difference in click through results.
I will dig in and see if there are some other things we can do. Thank you.
It’s great to read this, maybe you could try playing segment the database, sending campaigns focused on only one kind of target or interest not sending emails with generic info, is an Idea.
It’s hard to diagnose from a distance but I have a few hypotheses what might be happening. Using HubSpot’s reporting tools, you could try to validate them.
If your open rate is increasing and your click rate is decreasing, you might simply be very good at subject lines and not as good at fulfilling the promise of the subject line in the email body.
Your contacts might be loyal subscribers but not interested in the actual content. I have newsletters that I glance over to see what’s going on but rarely read the blog post.
The fact that you haven’t changed the content might be the reason for the decline in click rate. The segment of subscribers who (think they) have seen it all might be growing.
Measurement of opens and clicks generally becomes more and more unreliable.
Another way to look at this might be with a survey. It often seems easy to hypothesize and analyze but sometimes talking directly to your contacts is the easiest option. There could be an easy explanation that is very intuitive from a receiving point of view.
