How can the click-through rate in email marketing be increased? If your email marketing campaign has been running for even a few months, you can probably predict the click-through rate of each campaign. You should be commended for controlling your inbound marketing analytics, too. But since it’s a new year, it’s time to have big dreams. Let’s start increasing email click-through rates to truly make your CMO happy. Here are 11 surefire methods to increase your email CTR if you’re unsure how to go about it. You should use A/B testing in all of your email marketing campaigns to make sure you’re constantly improving emails to get the highest ROI (which means more bragging rights for you). Also, keep in mind that email marketing offers a great opportunity for it.
What Is Email Click-through Rate?
When you talk about your email’s click-through rate, you’re talking about how many recipients actually act upon your email’s links after reading it. In actuality, it ranks among the most crucial email metrics to monitor.
Two different email CTRs exist Total click-through rate (TCTR) and unique click-through rate (UCTR).
TCTR counts all of the clicks a link receives. On the other hand, UCTR counts the distinct clicks that an email link receives.
The TCTR count would be two and the UCTR count would be one, for instance, if the same email was opened on a desktop and a mobile device. Similar to the previous example, clicking the same link twice would result in 1 UTCR count and 2 TCTR counts. I hope you get the picture.
How Is The Click-through Rate Determined?
The click-through rate is calculated by dividing the total number of unique link clicks by the total number of emails sent. Following that, this is multiplied by 100 to produce a percentage:
Unique link clicks/Number of emails delivered x 100 = Click-through rate
What Is A Good Click-through Rate For Emails?
Now that you are aware of what email CTR is, it is time to understand what a good email CTR is. A study found that the average CTR for most marketers is 7%. If your rate is higher than that, congratulate yourself and disregard this post. If this seems a little challenging to accomplish, don’t worry; we’ve got your back.
Now, opens are necessary for click-throughs to occur. Consequently, I assume that you are eager to learn what a good email open rate is. In email marketing, the typical email open rate ranges from 15% to 25%, though it differs between industries.
How Often Does An Email Get Clicked On?
By asking survey participants to self-report their click-through rates, we conducted research to better understand small business email marketing benchmarks. We discovered that, overall, 77% of small businesses have an average email click-through rate between 0% and 10%.
I would advise you to alter your perspective on email marketing benchmarks, even though it’s nice to get a sense of how your metrics compare to others.
Instead of comparing your email click-through rates to those of other companies, keep an eye on how they develop over time. By concentrating on your own data, you’ll gain a lot more knowledge about your specific audience.
In the end, it is true that “comparison is the thief of joy.”’
However, you should be aware that low click-through rates can ruin a product launch, reduce traffic to your website, and render your email strategy ineffective.
Want to prevent this from occurring? Try these 18 email optimization tips to increase clickthroughs.
How To Improve Email Click-through Rates?
Have One Clear Objective
According to best practices, each email should only have one goal in order to be more productive. Too many conflicting calls to action can make readers uncertain of what you want them to do next, which will prevent them from taking any action.
The terms “choice overload” and “choice paralysis” are frequently used to describe this phenomenon. A study about the influence of choice on purchasing behavior was published in 2000 by psychologists Sheena Iyengar and Mark Lepper. The study was conducted in a supermarket with a display of various jam varieties.
There were 24 different types of jam available on the first day’s display. The following day, they narrowed the options down to just six.
The study’s findings showed that, despite increased interest in the 24-hour display, fewer people actually made purchases. In the end, the six-jar display produced more sales.
Although we believe that consumers want a wide range of options, we also believe that this can make for a less satisfying experience and even cause frustration.
Email marketing follows the same theory. Putting too many calls to action on people can lower your click-through rates.
Make a choice regarding the action you want recipients to take. To persuade customers to take this action, and this action only, your message should be customized.
Segment Your Database
You run the risk of engaging no one if you direct your marketing at everyone. Your message will be diluted by a one-size-fits-all strategy, and your results will suffer.
Instead, divide your audience into different segments and customize the content you send to each one. By doing this, you can be sure that you’re communicating with the appropriate individuals.
You can segment your email list in a variety of ways, such as:
- demographics
- online behaviour
- purchase history
Nail Your Call To Action
Create a compelling call to action that will help you accomplish your single, clearly defined goal.
For a strong call to action:
- ensure the content of your email builds up to a single call to action
- write compelling copy using language that resonates with your target audience
- test button style, size, text, and colour
Personalize Your Message
Over half of consumers, according to research done by Pure360, would be more likely to interact with retailers who send them engaging or pertinent offers.
By personalizing your message for each segment, you can increase engagement and relevance. A higher click-through rate is the result of this.
Brands that send personalized emails experience a unique click rate that is 27% higher than those that don’t, according to Experian.
Add Only One CTA In An Email
Have you ever filled an email with countless CTAs? If you have, don’t feel bad about it. We recognize that the temptation is there. When there are numerous options, you might believe that the recipient will at least select one. Unfortunately, that is not the case. As the recipient will be overloaded by too many CTAs, it could actually work against you. You could be left in the dark if they choose not to click on any.
Just one CTA should be included in your email for the recipient to focus on. Ensure that the activities outlined in the CTA is what your email copy encourages the reader to do.
In order to achieve a high CTR, CTA placement is important. The rate increases when the call-to-action is positioned on the right side of the emails. How well-versed in this ruse are you? If you already use it, it’s fantastic.
Use an active voice when writing your CTAs to improve them. Allow your CTA to clearly state what will occur when the button is clicked, and observe how this affects the click-through rates of your emails.
Create Urgency
Adding a sense of urgency is another way to increase the click-through rate of your emails.
Consider using countdown timers that display the remaining hours, minutes, and seconds of a sale.
You can include these as an attractive visual component in your emails. They urge recipients to click through right away so they won’t miss out.
Include Colorful, Clickable HTML Buttons
Making sure your subscribers know where to click is among the simplest ways to increase click-through rates. While some people respond well to plain text calls to action, a large, contrasting-colored button grabs attention right away and can significantly increase click-through rates.
There are several reasons why using an HTML button rather than an image button is preferable when adding a button to your email:
- An HTML button may be responsive, which means it will adjust to the size of users’ devices.
- It’s possible that some subscribers won’t see the images in emails. If, as a result, your call to action does not appear, click-through rates will plummet.
- With fewer images, your emails will load more quickly.
You have two options: either use the drag-and-drop editor provided by your email service provider, which typically enables you to add customizable HTML buttons, or code your own HTML button.
Refresh Your Templates
Maintaining freshness in your email marketing is crucial, just like in other marketing endeavors.
If your emails always look the same, your customers might get bored with what they see. Boredom results in lower engagement and fewer clicks.
Keep your campaign concepts fresh and varied, and be sure to update your templates.
Don’t give up on innovation, and keep up the creativity. It will be worthwhile because of the increased click-through rates for you.
Highlight Scarcity
Stressing scarcity causes FOMO, which promotes click-through.
To use this strategy, try adding real-time alerts that display items with low stock.
Use Social Proof
Popularity has great power. Consider including social proof in your emails as a way to take advantage of this.
Building trust by including customer feedback and testimonials with product recommendations. Receivers are more likely to click through as a result.
Send Triggered Emails
A good way to keep customers on track in their purchase journey is with behaviorally triggered emails.
Use browse and cart abandonment emails to persuade customers to return and complete their purchases.
Test Your Email Subject Lines
It’s critical to capture recipients’ attention in the subject line because it’s the first thing they’ll see in an email. Therefore, focus on optimizing it before aiming for a higher email CTR.
Salespeople frequently try to come up with intriguing subject lines that have nothing to do with the email copy. You run the risk of having this flagged as spam even though it can get you good open rates. In essence, lying to your audience is a grave error. The reputation of the sender may also suffer as a result!
It is advised that you test your subject lines to make sure that they are well received by your audience. A straightforward method exists:-
- Step 1: Create two different subject lines (SL1 and SL2, respectively).
- Step 2: Divide a portion of your email list (ideally 10%) into two equal groups and label them Group A and Group B.
- Send SL1 and SL2 to Groups A and B, respectively, in step three.
- Step 4 is to contrast Group A and Group B’s email open rates.
- Step 5: Without a doubt, the subject line for the group with higher open rates is the best one.
It can be challenging to come up with good subject lines. Better ideas can be found by using our free subject line generator.
Test Send Time
Your emails’ low click-through rates might be a result of when you send them.
To determine when to send messages, experiment with different send times to see when clicks are most prevalent.
Better yet, send each recipient a unique email at the optimal time for them to open and respond by using our intelligent timed sending feature.
Test Copy Length
Your copy should be easily readable at a glance to have the greatest impact.
Check your copy’s length to make sure it scans well. This is the clever approach to making sure your words inspire that click.
Resend To Non-openers
Resend your message if the recipients don’t open it the first time.
Increase the likelihood that your customer will open and click through by sending them your message once more. In fact, resending to non-openers can boost campaign open rates by 50%.
Use An Inverted Pyramid Design
Use an inverted pyramid design to increase the persuasiveness of your emails.
This is a technique for organizing your email so that it engages readers and motivates them to respond to your call to action.
To use this strategy, you must incorporate the following essential design components:
- succinct headline highlighting your value proposition
- supporting messaging/imagery that sells the benefits of clicking through
- prominent and compelling call to action
Use Fomo
FOMO, or the fear of missing out, can be used to your advantage. Offer them a limited-time deal to make them feel as though they must act right away or risk losing out on the opportunity. Use the right language in your CTA to make it so alluring that they can’t wait to accept the offer.
For instance, when you include the words “Join the event” in your CTA, fewer people will click on it than if you instead say, “Limited spots for the event.”’
When potential customers learn that there are only a few seats left for an event they are interested in, they try to seize the opportunity. The result of FOMO is that. Each time, it works as intended.
Make Emails Mobile-friendly
If you want to increase the click-through rate on your emails, another factor to take into account is device type.
To avoid losing out on click-throughs from recipients reading your email on the go, make sure your email is mobile-friendly.
Keeping your email list clean is the fifteenth and final strategy we’ll discuss for getting more click-throughs.
If your attempts at re-engaging do not elicit a response, remove those dormant subscribers from your list. Sending more to them will skew your statistics.
Incorrect email addresses that repeatedly bounce should be deleted as well.
Conclusion
As you can see, the email click-through rate is a crucial metric for any email campaign. After all, when prospects take action, things can move forward! Use our advice and you’ll see a huge rise in your numbers, just like the majority of our users.
But not all advice will result in the desired click-through rates. You should use the trial-and-error method because some strategies won’t work for your industry. It is worthwhile to keep the ones that perform well and generate lots of click-throughs. To determine the success of your email campaign, conduct A/B testing and pay close attention to your metrics.