1. 3
OPTIMIZE YOUR EMAIL
MARKETING CAMPAIGNS
CLICK TO OPEN RATE (CTOR)
CTR
Open Rate
x 100 = %CTOR
• Determines the effectiveness of a marketing campaign
• Measures the success of:
KNOW THE FACTS!
i. Offer and Content
ii. Design and Layout
iii. Timeliness and Frequency
iv. Link Placement
v. Level of Trust
Provided by Aimia
Business Loyalty
Strategy Team
1
4
EMAIL MARKETING OBJECTIVES—
THE MOST DIFFICULT AND MOST EFFECTIVE
ACCORDING TO B2B AND B2C MARKETING
PROFESSIONALS WORLDWIDE
The Most Effective Tactics for Achieving
Email Marketing Objectives
Creating relevant
and compelling
content
OPEN RATE
Opened message
Number of delivered messages
= Open Rate
B2B
• Measures:
i. Trust
Creating relevant
and compelling
content
ii. Effective Subject Line
iii. Timing and Frequency
B2C
2
CLICK THROUGH RATE (CTR)
Unique clicks on links in the email message
Number of delivered messages
65%
42%
Testing and
optimizing email
messaging
47%
Integrating
email with
other tactics
37%
Segmenting
email
database
36%
The Most Difficult Email Marketing Tactics to Execute
Creating relevant
and compelling
content
= CTR
B2B
• Measures:
• Illustrates the effectiveness of your:
i. Content
ii. Layout
iii. Offer and link placement
Source: “Which Tactics Work Best for Email Marketers?” www.emarketer.com. 2013
55%
Creating relevant
and compelling
content
i. Total number of clicks
FOR MORE INFORMATION, CONTACT SAMANTHA.DECKER@AIMIA.COM
71%
Segmenting
email
database
B2C
52%
Testing and
optimizing email
messaging
Segmenting
email
database
29%
29%
Testing and
optimizing email
messaging
Integrating
email with
other tactics
40%
27%
Source: “Almost Everything You Wanted to Know About Email Marketing” www.silverpop.com. 2012