7 Tweaks to Improve Email Click-Through Rate

Are you sending amazing emails to your subscribers but nobody is caring about your product? Is your click-through rate (CTR) making you unhappy?

Let your dissatisfaction win over you. Don’t do anything about it. Keep staring at your poor click-through rate and sigh.

7 things to do to improve email CTR

Or else, come here and learn how you can improve your click-through rate and boost your business.

But wait…

What actually is a Click-Through Rate (CTR)?

Click-through rate is the percentage of your email subscribers who clicked on the link(s) in your email.

This is a core metric in email marketing. If you’re into this, click-through rate is metric that you should be well aware of. Among the major metrics that define email marketing success, click-through rate (CTR) is one of them.

Many people think that email open rate is the most important metric in email marketing. But that’s not true. Because it only shows you whether the subject line managed people to open the email or not.

If you divide the sum of total clicks or unique clicks by total number of emails delivered, you’ll get click-through rate.

Suppose, you delivered 20,000 emails in your last campaign. You got 500 clicks from them. Then your click-through rate will be 2.5%.

Now you know what a click-through is and how it’s calculated. But why you should care about it?

Why Click-Through Rate is Important for You

You ask a marketer, which metric is important to measure her email marketing success? She’ll definitely answer, click-through rate.

Increase in click-through rate means more opportunities of sale.

Increase CTR means more sales

If people don’t click the links in your emails, how on earth will they come to your website and be potential customers? The game only starts when people click the links.

CTR tells you how well the relationship between you and your subscribers is going.

Here are few more things that CTR tells you –

  • Results of your A/B test. It shows which call-to-action (CTA) rocked and which fell through.
  • Usefulness of your content. If it’s relevant to your audience or not.
  • Whether your call-to-action is working or just sitting around.
  • How well you converted people’s interest into sales opportunities.
  • If people are doing what you want them to do.

Just imagine, without knowing all this, how could you know if you’re doing the right thing or not? How could you understand if you’re satisfying your audience or not?

If you aren’t satisfying them how you’ll turn them into CUSTOMERS? Isn’t it the right time for you to know how to increase your email click-through rate?

If your answer is “NO”, then good luck staying in the dark.

If your answer is “YES”, then come, I’ll show you how you can improve your click-through rate.

7 Ways to Increase Email Click-Through Rate

Welcome! Thanks for deciding to come out of the dark. Maybe you can’t open your eyes because of your staying in the dark. But don’t worry, I’ll help you.

You may be wondering, ‘Okay, I’m into this. But what should I aim for? What is the ideal click-through rate for emails?’

Well, an ideal click-through rate varies from industry to industry.

Check out Smart Insights study on email marketing metrics here.

But if you really need to hear an average rate, in my opinion, anything between 2%-3% is fine.

Okay, we’re done with the basics. Let‘s go down to learning the tweaks you can use to improve your email click-through rate.

Tip #1: Compelling Call-to-Action (CTA)

Optimize your call-to-action (CTA) and let it perform at its best. CTA tells people to perform a certain action which is basically clicking on a link. It’s the CTA that the plays vital role in increasing click-through rate.

Suppose, you seduced your reader with your beautiful email copy, but didn’t tell them what to do (which is of course, again, clicking on a link). How you’ll take them to the next phase of your sales funnel?

That’s why you need to make your CTA strong enough to compel people to click on your links..

Here’s few things you can do –

  • Focus on one thing that you want your audience to perform.
  • Use clear and concise words like, “download”, “click here”, or “join now”.
  • Make your CTA clearly visible. Color the button of your CTA with eye-catching colors.
  • Include several links in your email leading to the same landing page. This is will give people more chances of clicking and connecting with you.

Most of the businesses aren’t using CTA’s properly. Small Biz Trends says, “70% of businesses lack a call-to-action.”

Digital marketing guru Sujan Patel says, “Your call-to-action is arguably the most important element on your landing page.”

CTA is not a thing that should trifle with. Craft it sensibly and you’ll see a lift in your click-through rate.

Tip #2: Write Inducing Copy


Copywriting is a very powerful thing. You can seduce, compel and convince people with it. It’s an art. An art of persuading.

Copywriting gets people’s attention, keeps them attracted and provokes them to take action. Using Copywriting techniques will make people do what you want them to do.

Go here for few Copywriting techniques you can try.

But, that’s not enough.

You’ve to optimize your email body as well to make your copy magnetic.

Nobody wants to read bland text. You have to make the email body pleasant to your audience’s eyes. Give people a pleasurable experience reading your emails.

Here’re how you can do that –

  • Stop overwhelming your audience with big blocks of writing. Write not more than 2-3 sentences in a paragraph.
  • Bold key points and use italics to make a sentence stand out.
  • Use bullet points to break down key points.
  • Write one sentence paragraphs.

With effective Copywriting and optimized email body, people will love reading your emails. And for your delightful emails, they’ll listen to you and click!

Tip #3: Personalize It

4 out of 10 email subscribers mark emails as spam because the lack of relevance. [Source: MarketingSherpa].

Bring yourself close to your audience. Talk to them closely.

email personalization

Don’t let them understand you’re sending the same email to thousand others. Address them by their name. Send curated, value-packed and relevant content.

Use statics to understand their choices, needs, behaviors, and problems. Then write precisely keeping these factors in mind.

If you don’t make the email relevant, they’ll keep ignoring your emails and gradually will mark as spam and unsubscribe.

You surely don’t want that to happen. You want them to click the links in your email.

Tip #4: Let Your Subscribers be Social

A study says that including one social share button in emails increases click-through rate by 30%. [Source: Econsultancy]

Having more than three social share buttons in emails boosts CTA by 55%; says the same study.

Let people share your beautiful content with their friends. Let them be social.

Tip #5: Write a P.S.

Let me tell you my story.

I’ve got over 10,000 emails unread emails in my inbox. I get 20-30 emails a day on average. Most of them are promotional emails.

Do you think I read every one of them?


I scan and delete the unnecessary.

Like me, people have thousands of emails unread in their inbox. They get many emails a day like me. That’s why they don’t have time to read every single line of your email. They scan (which we all do) and delete the irrelevant.

But we all notice the P.S. at the end an email. That’s why, it’s a smart way to reiterate your offer in a P.S.

Tip #6: Make Emails Mobile Responsive

If you aren’t making your emails responsive to mobile devices, then sit back tight. I’m about to blow your mind with some serious statics.

  • Responsive design pumps up unique clicks by 15% for mobile users averaging 2.7% to 3.3%.
  • The first link in a mobile responsive email gets 30% more clicks than a non-responsive email.
  • 39% of unique clicks are received from mobile devices.
  • 55% of emails are opened on a mobile device.
  • 75% of Gmail users access their accounts on mobile.
  • Mobile email opens grew by 180% in three years.
  • The number of mobile email users is estimated to grow by 23% in 2016.
  • The iPhone generated 40% of email transactions.
  • Purchases through emails on Android grew by almost 50%.
  • 71.6% of readers delete emails if they don’t look good on their mobile devices.

[Source: The Ultimate Mobile Stats Overview]

Take a break. And think, how not making your emails mobile responsive costing you.

Tip #7: Go Visual

Visuals are the most effective ways of delivering your message. Because 90% of data our brain consumes are visuals.

Visuals increases people’s willingness to read a content by 80%. [Source]

Use enchanting, fascinating and engaging images to improve your click-through rate.

You can use Canva to design beautiful images for your email campaigns. Don’t forget to include Alt text to the images that you send. Because some email clients turn off images. But the text shows up even if your image is not displayed.

Wrapping it Up

Can you see clearly now? Is the outside light still hurting your eyes? Maybe not. I told you everything’s gonna be okay.

No worries now. Here you go with 7 tweaks to pump up your click-through rate. But be patient. You won’t get results from your next email campaign. Give them some time and these tweaks will begin to show their magic.

Email click-through rate is one of the major things that you should try to increase. For winning customers with your emails, increase in click-through rate is obligatory.

Get into this now for your email marketing success. Work it, grab it, win it. Go for success!

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February 25, 2019

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