IT'S MORE THAN JUST 'CLICK-THROUGH' RATES
Sometimes we put too much effort into getting the ideal click-through rate when we should really be focussing on other more important statistics in our email campaigns.
Click-through rates, while easy to understand, are influenced by a great many other factors, and aren't necessarily a good indication of the overall effectiveness of your campaign. It's important to be able to understand your conversion, ROI and engagement.
For example, if you were to increase the frequency of your email marketing, the open and click-through rate might go down, but it could result in more purchases or enquiries and thus produce an overall positive ROI.
Since the circumstances for every company are different, there is no one-size-fits-all approach. You have to take a close look into what factors have the greatest effect on your business's health and how those factors change over time. It might take experimentation to find out what changes to frequency, content and audience have what effect.
It's not the most straightforward process, but truly effective marketing takes a non-linear approach. To really engage with customers and drive purchases or contact enquiries, you have to do the hard yards.