How to Improve Your Email Click-Through Rates

5 Ways to Get Better Email Click-Through Rates

By Megan CombsSep 23 /2021

Email marketing is still the dominant channel for communicating with customers. Did you know that there are 4 billion daily email users? This number is expected to climb to 4.6 billion by 2025.

Designing pretty emails is great and all, but how are you enticing your audience to click through to what you have waiting inside? Higher click-through rates (CTR) lead to better conversions and a healthier bottom line, but you already know that, right?

Are you out of ideas on how to get more clicks? Here are a few ways to improve your email click-through rates.

5 Ways to Improve Email Click-Through Rates

According to Statista, more than 306 billion emails are sent and received each day. How do you stand out in this noise? Here are five ways to improve your email campaign for better click-through rates.

1. Test Subject Lines

Before you can even start tracking email marketing metrics and CTRs, you need to make sure your emails are click-worthy at the outset. Try A/B testing subject lines to find the language and tone that resonates with your audience. Do they prefer a more formal voice? Do they respond to conversational tones? If you have an offer in your email, experiment with including it in the subject line or tease that there is a discount inside.

Find more email subject line secrets here.

2. Include a Sense of Urgency

A sense of urgency in the subject line and call-to-action (CTA) will improve your opens and clicks. Putting a time limit on your offers will compel your audience to act faster and redeem their discounts.

Use a sense of urgency in subject lines or body copy to:

  • Highlight a product that is back in stock
  • Announce a limited quantity or limited edition product
  • Set a deadline on an offer
  • Provide a solution to a problem
  • Offer information readers can’t find anywhere else

Ultimately, your CTA will either make or break your email. Copy links in your email will work, but not as well as a designed CTA button with the right copy. Action-oriented CTAs could say:

  • TRY [Product] Today
  • BOOK Your Stay
  • RESERVE Your Seat
  • REDEEM This Offer
  • REGISTER Now to Save
  • JOIN Now
  • SHOW Me My Results

3. Segment Your Audience & Offer Targeted Content

As a general rule of thumb, segmenting your audience is a good idea. There are few things more annoying than receiving emails that provide no value to you. Instead of sending your entire email list emails with irrelevant offers (for some of them), break it down into groups of people you can target at different times. According to HubSpot, marketers who segment their lists experience 18% more transactions, 24% more sales leads and 24% greater revenue.

Once you segment your audience, it’s easier to create emails with content that cater directly to their needs. Your segmented audience will be more likely to open your email and you’ll even see email CTR improve.

4. Remove Distractions

If you’re actively trying to get your audience to take an action when they open your email, remove any element that may distract them and take them in another direction. It’s best to stick to one offer, rather than bombarding them with several with the hope that one will stick. Make sure your copy supports the goal of the email, and don’t go overboard by explaining too much. In this case, get to the point, give them the offer, and call it a day.

5. Include Personalization

Digital marketing doesn’t have to feel like digital marketing. At the end of the day, we’re all just people talking to other people. Include personalization in your emails, including first name and company name where applicable. This method proves especially effective when paired with segmented lists. You already know who the people on these lists are and what their needs are. Adding a personalized touch will make them feel included, heard and wanted.

Strategies to Improve Click-Through Rates

The data is in: Across all industries, the average email open rate is 19.8%, the CTR is 11.3%, and the bounce rate is 9.4%. Using these five strategies to improve email click-through rates, you can help your company stand out from the crowd and achieve the conversions that will improve your business’s bottom line.

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Megan Combs
The Author

Megan Combs

Megan provides copyediting and macro editing recommendations across Kuno. Previously, she was a top content marketer at Vendome Healthcare Media, where she helped clients translate their brand promises into strategic digital and social media messages. She also served as a content creator and editor at AOL’s