Why is your email click-through rate important? Because although email marketing campaigns can be really valuable for businesses, getting them right is hard work. And there’s no point in putting all that effort into a great campaign if no one is going to read the emails, click on your call to action, or, even worse, if they’re not even being delivered. 

Therefore, making sure click-throughs happen on your campaigns and are aligned with or above your industry’s benchmarks is essential. 

There are many things you can do when planning your email marketing campaign to increase your click-through rate; it just takes a little strategy, time and effort. If you’re unsure how to improve your email click-through rate, here are some handy tips to get you started and get the results you’re looking for! 

1 – Segment your email contact list.

Once you’ve built your email marketing list, you must segment it into groups. Email relevance is crucial when getting your customers to open a marketing email. If it doesn’t relate to them, they won’t be interested, simple as that. A study by MarketingSherpa found that 4 out of 10 subscribers had labelled an email as junk purely because they deemed it irrelevant. The study also showed that tailored emails with relevant information to the recipient received 50% more clicks than non-tailored emails. So you can see how vital email segmentation is to your email marketing campaigns. 

2 – Targeted and personalised emails. 

Customers respond to brands better when they feel important. A personalised email tailored to their specific needs or pain points will tempt them to click through to find out more. 

Once you’ve segmented your contact list, you will know what your customers want and then make sure you’re sending them just that. 

Then go one step further by understanding more detailed information about your customers and prospets, such as their buying and downloading history, website activity and satisfaction score. This will help you personalise your emails more deeply, ensuring you send them the right offers at the right time. This is called effective lead nurturing. 

3 – Subject line testing.

Before your recipients can click through to the offer you’re sending them, you need to get them to open the email. To do this, make sure your subject line is doing its job. By A/B testing your subject lines, you can ensure you’re using the most effective ones. 

4 – Simple copy is best. 

Customers can quickly get bored if they’re expected to read paragraphs and paragraphs of copy in a marketing email. So ensure your email copy gets to the point quickly and engagingly. You want to pique the customer’s interest immediately, tell them the critical information they need and get them to click through. 

5 – Give customers the option to share.

By giving your email recipients the option to share socially, you’re ensuring that even if they don’t want to buy what you’re offering, they can send it to someone who might, giving your chances of getting a sale a further boost. 

6 – Focus on the point of your email. 

Ask yourself what it is you want your email to achieve and stick to that. Emails with multiple distractions or too much waffle can seem disorganised and chaotic and might put the reader off. Find your point and ensure your call-to-action (CTA) revolves around it. And make sure your CTA is really, really obvious. 

7 – Ensure mobile optimisation.

So much is done on our mobile devices these days if your email marketing campaign isn’t optimised for mobile, you’ll miss out on a lot of potential click-throughs. In fact, research shows that an average 47% of people check their email on a mobile device, compared to 26.9% who use a desktop and 26.1% who use webmail. So it’s clear, mobile is king!

8 – Create urgency.

Make your readers feel they need to act fast to avoid missing out. Including time limits on offers, for example, in your email will create a sense of urgency that will stop the reader from delaying their purchase or booking, increasing your chance of a click-through. If you’ve segmented your list correctly, you will provide them with something they need at that exact time anyway, so it’s a win-win!

9 – Add a P.S. 

By including a P.S. at the end of your marketing email, you can reiterate your offer and draw the eye of the reader. Everyone looks straight at the P.S., so it’s a really effective way of getting your point across. 

Find out more…

Take a look here to learn more about our approach to email marketing campaigns and to see some of our clients’ fantastic results.

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