High opens, low clicks

Marketing & Content Hub Email Marketing Tool
1

Our email open rate is really good, way above the education industry average. However, we are getting 0 clicks. We have one email for example that had an open rate of over 70%, but 0 clicks through to the content. We have gathered that yes our subject lines must be quite attention-grabbing, but then the content of the email is not delivering. Just wondering if anyone has any advice or has experienced this before?

2

Hi @RAbraham4,

Could you share a few more details?

  • What’s the recipient list count, how many contacts were sent the email?
  • Could you maybe share a screenshot of the email?

There are of course general tips on how to optimize the click-through-rate, see here: https://blog.hubspot.com/blog/tabid/6307/bid/34132/how-to-improve-email-clickthrough-rate-by-583.aspx

If you’d like more specific advice, please provide as many details as you can.

Best regards!

3

Hi Karsten,

The recipient list for this example was small with just 58 contacts. 74.14% open rate and 0% click rate. From our experience targeting education/teachers the smaller email the better, but still not seeing the clicks through to the case study.

case-study-email.jpg
case-study-email.jpg683×888 94.3 KB

Subject line was CASE STUDY: Westlands primary school kent

4

Hi @RAbraham4,

Thank you for sharing!

With 58 contacts and that high of an open rate, 0 clicks are a bit unusual but not out-of-this-world unusual. An average click rate is around 2% (E-Mail-Marketing-Benchmarks und Branchen-Statistiken | Mailchimp), so with 58 contacts, you could generally expect 1 click. Considering a generally higher engagement based on your high open rate, it could be around 3-4.

So all in all, it’s unusual but doesn’t seem like anything’s broken.

In terms of optimizing your email, you could probably streamline that a bit. Here are a few thoughts:

  • Take the quote as the headline. A reader will just have read the subject line which makes the headline redundant.
  • Potentially rephrase copy. Instead of describing what the school wanted, rephrase it as a “Learn how the school: [bullet point list] - reduced administration time - increased parent engagement - [third item because people love things that come in three]”
  • CTA with sharp corners, not round ones, feels a bit more fitting to the rest of your email.
  • Resize logo at the top (smaller), check whether CTA is visible before scrolling on mobile screen.
  • Add hyperlink to a suitable phrase in the introductory paragraph, also linking to the case study.

Let me know if you have any follow-up questions!

5

Thank you Karsten all great suggestions!