Are you getting a low email click-through rate? Don’t worry! Read on to learn how you can boost the click-through rates of all your email marketing campaigns.
Email marketing is, no doubt, a great way to reach out to your target audience. But are you satisfied with the results of your email marketing campaigns?
You may have successfully managed to send your emails to a massive audience. But are people opening your emails and engaging with them?
That’s where your click-through rate (CTR) comes in.
It can help you measure email engagement. Your CTR tells you the total percentage of clicks you get from links in your email and whether people take your desired actions.
Click-through rates are also the most effective metrics when gauging the success of email marketing strategies, according to 55% of marketing professionals.
Image via Ascend2
How can you improve your click-through rate?
Read on to find out.
Boost Your Email Click-Through Rate With These 6 Strategies
The best way to get a high click-through rate is to employ email marketing tactics that ensure your subscribers get value from the messages you send.
More clicks in your emails can help you drive more traffic to your site. They can also lead to more of your target audience taking actions you recommend.
The following are some tactics you can use to improve the click-through rate on your emails:
1. Segment and Personalize Your Emails
Audience segmentation can help you boost your email engagement. In fact, in a study, marketers rated it as one of the most effective ways to get more engagement on their emails.
Image via HubSpot
Segmenting your email lists can boost your CTR as it can increase the relevance of your emails for each subscriber. It allows you to tailor content to each segment, thus increasing the likelihood of getting a click.
You can segment your audience based on factors like:
- Interest group
- Purchase history
- Online behavior
Creating these and other segments allows you to personalize messages for each segment. Personalizing email copy can help you increase relevance and engagement.
Pro Tip: Leverage specialized tools for email marketing to segment your lists easily.
2. Improve Your Calls-to-Action (CTA)
A call-to-action button encourages your readers to act. You should, therefore, make it stand out from the rest of the copy to increase your click-through rate.
But how can you do that?
- Use attractive buttons for your CTA
- Make your CTAs action-oriented. For example, use words like “start,” “get,” etc.
- Make sure they offer value to the reader
- Make sure your CTA aligns with the email message
3. Use Optimized Email Templates
Your email templates should fit into the bigger picture of your company goals.
The design of your email templates should always be fresh, creative, strategic, and structured. At the same time, it should represent your brand well. For this, you need to make sure that you use your brand colors and logo.
Keep in mind that the fonts, images, and logos should be consistent with those on other platforms. The reader can then focus on the message instead of trying to figure out who sent the email.
Your templates should also:
- Be mobile responsive across devices
- Have one objective
- Be easily scannable. If not, then make sure you break the content up for better readability with subheadings
- Have no distractions like multiple offers
4. Strong Subject Lines
Your emails’ subject lines can grab the readers’ attention. You need to pay extra attention to them. Your subject lines should be written in such a way that they drive the reader to open the email.
Here are some tricks you can use to grab the reader’s attention with your subject lines:
- Write short and crisp subject lines. This can ensure that it’s readable on any device.
- Use words that evoke the reader’s curiosity.
- Ask questions
- Create a sense of urgency
- Trigger the fear of missing out (FOMO)
- Include symbols and emojis
Keep in mind that subject lines can affect your click-through rate and conversion rate. They can also trigger people to unsubscribe.
Let’s say a reader finds your subject line amusing. They open your email but find the content inside disappointing. In such a case, they may unsubscribe to your emails.
You should ensure that your subject lines don’t over-promise either. You should make sure that they are engaging and in-sync with the email content.
5. Triggered Emails
Triggered emails allow you to send messages that are timely, relevant, and personalized. You send such emails based on an individual’s actions and behavior.
Trigger-based emails include welcome emails, event reminders, thank you emails, etc.
These emails help keep the customer engaged throughout the buying journey. Others like cart abandonment emails, entice the customer to go back to the website and complete a purchase.
With trigger-based emails, you can get more leads, engagement, and boost your sales.
6. Test Your Variables
Many factors can affect the open and click-through rates of your emails. That’s why you need to A/B test them regularly and refine your strategy.
You can send different variations of your emails to your subscriber base to see how they respond. This strategy can help you understand what works for your subscribers.
What should you test?
CTAs: Where should you place it? What action-words drive the most clicks? What colors should you use? You should try to find answers to all these questions.
The number of emails to send: You need to know how many times you can send follow-up emails to your customers for a particular campaign.
Discounts: Try some different discount offers to see which one gets a better response.
Subject lines: For the same email, write multiple subject lines and see which one most effectively catches your audience’s attention.
Time to send: Figure out when your audience is the most active and engages the most with your emails.
Layout and length: Test different email designs, lengths, and layouts and see which one resonates with your audience.
You should also experiment with emails that have images and videos.
Once you complete a test, identify what works. Make sure you use the findings to design your emails in the future. Continuous testing can help you identify why and where your subscribers click.
Ready to Boost Your Email Click-Through Rate?
There are many ways you can improve your email click-through rate. However, you must remember that your emails are your gateway to building and maintaining relationships with your customers online. The more you add value and anticipate their needs, the more they are likely to click on your content.
Test out the strategies above and strive to make continuous improvements to your email copy, subject lines, and calls-to-actions. If you continue to test, then you can make improvements to boost your CTR.
Do you have any questions about ways to boost your email CTR? Please feel free to mention it in the comments section below.
Guest article written by:
Gaurav Sharma is the Founder of Attrock, a digital marketing company. He works closely with top marketing influencers and has helped numerous brands, ecommerce firms, and SaaS companies grow. He is also a certified Google Analytics and Google Adwords specialist and regularly contributes to reputable publications like HuffPost, TechCrunch, and many more.
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