The click-through ratio of your email newsletter comes into play after the bulletin has been opened. If you have achieved a good open-rate, you should now aim at a high click-though ratio, which is the ratio of people clicking the ad to that opening the email. First of all, you should know your target audience and hence provide what they are looking for. Your newsletter should contain pertinent articles to your business rather than loads of ads of no relevance to the reader. You should avoid long theoretical articles and should instead adopt short, well-written and useful guidelines.

The key articles should be placed at the top to grab the subscriber’s attention and make them starve to learn more. Ads can be placed besides high-quality text. The opposite applies if your email’s content is of poor quality. Here, placing the ads at the top will result in a higher click-through rate. The proper positioning of ads on the email has a direct impact on your click-through ratio. By regularly changing the area of placing the ads, you can experiment the region where the reader is more likely to focus.

Another important factor is the title. A good idea would be to give the title according to what it links. This will definitely lure the subscriber to click on the ad if it contains information of interest. Your newsletter must be given a distinct look and personality. A note from the editor can be added at the beginning to entice the reader. Pictures that are clickable and give an explicit image of your business can be added.

A few useful guidelines are included below:

• Your newsletter should be friendly, bear a sense of humor but at the same time be kept formal and professional. Write articles to tempt the user without boasting about your business.
• Talk about the advantages and benefits that are obtained from your newsletter. Your articles should reflect what other email newsletters might miss out. You can include the new features of your campaign.
• Include important events, new products or any other new things to compel the subscriber to read the newsletter. Use appealing words such as “sumptuous” instead of “good”.
• Adopt a new style and use of new words each time. Do not use the same standard wordings for every issue of your newsletter. Moreover, the paragraphs should be kept short.

Oempro provides advanced link and newsletter reporting features which can give you a better idea of what’s happening about your newsletters. You can decide a better newsletter layout based on these reports and increase your open rate and click-through ratio, thus bringing your business to great heights.