Adam Lueken
If you use email marketing as part of your patient communications and promotions, one of the most relevant metrics for determining the success and performance of an email is click-through rate (CTR).
When sending an email through a marketing platform, etc., you can track how your recipients engage with the email, including when links in the email are clicked. This rate can be used (along with other metrics) to determine the overall success of the email (based on your desired outcome). If you wanted to draw recipients to your website for more information and you’re getting clicks with that link, you can determine your level of success with it depending on your goal numbers.
Because it’s a percentage rather than a total number, CTR can be a helpful way to benchmark performance without factors like total list size affecting the data. How is CTR calculated? Say you send to 1,000 people and you get 500 unique opens, and 100 unique people clicked a link in the email. The CTR would be 10% (100 unique clicks/1,000 emails sent). According to GetResponse, the average CTR for healthcare marketing emails is 3.01%, while SendInBlue reports an average CTR of 7.17%.
A lower click-through rate can be caused by a number of factors – emails not properly being delivered to inboxes, unappealing or non-attention-getting subject lines, or body content that doesn’t create action, among others. If you are experiencing a lower CTR in your email marketing and communications, here are a few tips to try:
Make Sure Your Email Lists Are Up-to-Date
If your email lists are not accurate or formatted correctly, delivery issues can happen. Do regular maintenance on your email lists to keep them in good shape – make sure the emails are accurate and spelled correctly. Remove addresses as needed, including unengaged subscribers before they mark your emails as spam. If you want to take an extra step, you can also segment your list based on engagement and recipient behavior.
Optimize the Email for Mobile
More and more people are reading their emails on the go with mobile devices. So when designing your email on a desktop, don’t forget to check the mobile preview and adjust any design errors. Specifically, look at the scaling of images, the proximity of links and CTAs, amount of content showing up on the screen at one time and how modules are stacking.
Create an Attention-Grabbing Subject Line
The first thing your recipient will read is the subject of your email. An engaging subject line will be more likely to draw recipients in to read the email rather than hitting the delete button. Engaging doesn’t necessarily mean flashy, funny or irrelevant copy (clickbait that has nothing to do with your email). Help the reader clearly understand what the purpose of the email is and if possible, why they should open it. A/B testing with subject lines can be helpful to understand what lines work better than others for your particular audience.
Use Action-Creating Content
Once the recipient is engaged enough to open the email, keep them engaged with great content. Depending on your audience, your tone can vary. For patients, be conversational without diving too deep into technical, medical terminology. Be clear and to the point, but fully communicate your message. Make the content more focused on them – with more “you” than “us” being used. What is the value for them? Why should they read this email? Lastly, determine what outcome you want to create and include a call to action (CTA) that specifies this, whether it’s calling you, making an appointment online, etc.
Email marketing and communications can be great ways to engage with patients. And by evaluating your CRT regularly, you can make your emails as effective as possible. Need some extra assistance or alleviation with your digital marketing and communications? We’re just a click or phone call away. Schedule a consultation with one of our practice management experts today!