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5 Ways to Improve Your Email Marketing Click-Through Rate

Marketing success metrics are always evolving.

So, when we speak about email marketing click-through rates, or CTRs, we’re evaluating consumer engagement and interaction with each component of your email. We can identify what each consumer liked about the message by focusing on where and what they clicked, such as tempting hyperlinks, powerful CTAs, and engaging graphics.

Focus on the five areas listed below as tried-and-true methods for increasing subscriber pleasure and CTRs.

Make a good first impression by using a catchy topic line
There are no second chances with emails. Subject lines are your make-or-break moments, determining whether you gain a customer’s confidence or a spot in their rubbish bin. It is critical to capture their interest quickly and creatively. This is how.

Choose your words wisely
Make your subject line count by using a few words, preferably five or less. Because more than half of all emails are opened on a mobile device, keeping text brief and to-the-point will guarantee that not only is your subject line not cut off on any devices, but also that your message is easy enough to read on the move.

Don’t only think about what your brand has to communicate to the reader while you’re crafting content. Consider where your reader is at the time they get the message. Are they checking their phone during their lunch break? Using the metro to catch up on emails? Looking through their computer one final time before bed? TopShop nails the brief, basic, yet totally intriguing subject line:

TopShop – Email Subject Line

Make use of special characters
Emojis, whether you like them or not, are just as powerful in emails as they are in text messages. Although this may not be ideal for every business, we discovered that companies that use emojis had a 56% boost in open rates. Emojis, in many circumstances, demonstrate that your company is accessible and eager to have some lighter fun.

You’ll create trust with your prospective consumers by delivering communication that seems more like a friend than a company, which means they’ll be more ready to click through your information!

Keep a constant brand standard
We like developing technologies that allow any firm to easily send last-minute emails to its clients with exciting announcements and crucial updates. The instant joy of sending a message and crossing it off your to-do list, on the other hand, may sometimes trump whatever brand standards you may have for other channels. This must not happen!

Don’t allow these aspects get behind on the job:

Your email’s design should constantly seem innovative and original, but it should also be organized and purposeful. Create a brand standard or template for your company’s newsletters, and make sure it fits into the larger picture of your overall marketing objectives. Someone who reads your emails, for example, should have the same brand experience as someone who views a billboard for your company.

Check that the typefaces, logos, and pictures are consistent with those used in other media. Don’t forget to check that your emails are responsive and can be seen on all devices.

According to Microsoft research, the average adult attention span is eight seconds. That’s eight seconds to pique your subscriber’s interest without overwhelming them and persuade them to continue clicking to read the remainder of your letter. Is there any pressure?

The pressure is on with email marketing click-through rates, but now is not the time to lose sight of our primary goal: relationship development.

Personalization is nearly always the best option when in question. In fact, when Adage asked marketers to choose one skill critical to future marketing, 33% chose “personalization.” Personalization takes on a new level of click-ability when combined with dynamic content, the ability to tailor who sees each block of text in an email.

Resy performs an excellent job of complementing local restaurant suggestions with a clean design:

Resy – Email Content - Design and Copy
Source: Really Good Emails

Make subscriber groups
At any one moment, hundreds of messages and businesses compete for your clients’ attention (and clicks). Subscribers, on the other hand, will make time for things that are essential and relevant to them, which is where you come in.

In a Janrain survey, 74% of consumers reported dissatisfaction with getting material that had nothing to do with their interests. But what about your company? There will be no dissatisfaction since you know your subscribers’ interests (or will soon) and will continue to demonstrate it to them. Check out how Canopy delivers unique gift suggestions:

Canopy – Personalized Email - Gift Recommendations
Source: Really Good Emails

Gather the necessary information
Collecting client data when they opt in for your emails is the key to effective segmentation. Determine what information is most relevant to your company and what you’d want to know about your prospective clients, such as their name, location, age, job/industry, and other hobbies.

Include these questions on your first email subscriber sign-up form. No worries if you haven’t done it yet! It is never too late to include it and begin learning more about your clients.

Continue to be relevant
Segmentation is the most effective technique to arrange your consumers based on their interests, age, region, or other demographics. It may also assist you in micro-targeting very narrow groups of customers, such as providing them a special deal on an item they’ve already bought or introducing them to a product you already know they’ll appreciate. If you’re not sure where to begin, location is a wonderful place to start and an easy way to communicate, “We know what’s important to you in your community and want to assist you make a great decision!”

Be willing to try new things
A/B testing is your new best buddy when it comes to raising click-through rates. This entails delivering many variants of your email campaign to different groups of subscribers. This manner, you may collect additional information about the stuff that your readers are most interested in and continue to provide it to them.

What should be tested?
The possibilities are limitless, but that doesn’t imply your test items should be. We propose starting with one or two variables, your most interesting ideas, and testing them initially. This might include things like length, subject lines, content order, graphics, calls to action, and any other qualities you want to compare. See how BuzzFeed experiments with two identical topic lines:

BuzzFeed – A/B Test Email Subject Lines
Source: Really Good Emails

Applying your results

Applying and not applying your A/B testing findings is like knowing your customer’s favorite ice cream flavor is chocolate but buying them a double-scoop of strawberry. After sending an initial test, expand on your results (for example, if your subscribers interacted more with a certain picture, check whether the pattern continues with comparable images) and continue to run tests to determine where (and why) your subscribers are engaging.

Make your success automatic
It’s time to start automating your efforts after you’ve learned more about your subscribers and developed a good content and design plan. You may organize virtual meetings with your clients’ inboxes now that you know what will improve your click-through rates, celebrating big days with them and anticipating their needs along the road.

Collect your subscriber’s birthdate when they first opt-in, then send them a birthday greeting on their special day! BarkBox even sends birthday emails to dogs.

BarkBox ✅ Birthday BarkBox? ✅
Source: Really Good Emails


While there are several methods for increasing email marketing click-through rates, the most important thing to remember is that emails are merely a tool for maintaining connections with your subscribers. The more you anticipate their wants and provide solutions in your emails, the more probable it is that they will click on and trust your material.