How to Improve Your Email Marketing Click-Through Rates

Are you worried that your email marketing strategy isn’t working? Wondering how to increase your email click-through rate (CTR)? Email marketing is a well-known way to drive prospects, consumers, and company evangelists back to your website, but for a successful campaign the technical and the creative part of an email need to be implemented properly.

Last year, we posted our blog on email marketing tactics to elevate your campaigns. That one provided tips related to personalization, getting kinetic, writing better subject lines and more.

This post outlines email marketing tips to help you create more effective campaigns that will boost your CTR.

Capture attention immediately

The number one way to increase your email CTR results is to get your subscribers to open the email in the first place. Start strong and capture your subscribers’ attention immediately with an enticing subject line and preview text. Think about it, how many emails do you receive a day? If your subject line and preview text doesn’t convince your readers to open your email, or worse, unsubscribe from your email campaigns, then you need to focus more on getting their attention so that they want to open your email. So tease them, pique their interest and get them to want to click in your email.

Make your email responsive

According to Limus, 46% of all email are opened on individuals mobile phones. Therefore it is imperative to make sure your emails are responsive. Responsive Email simply means your email layout is flexible and will fit any size device the email is opened on.  If the email is easy to read on their device, they’ll be more likely to click on links in your email, increasing your CTR.

Segment your email list

A fantastic way to increase the amount of clicks your emails receive is to give your subscribers content they actually want to read and interact with. The best way to do that is with list segmentation. None of your customers are the same. The more valuable content you provide your subscribers in your email, the more responsive they’ll become. Once you learn a little about your customers, it’s time to segment them into different lists. There are plenty of ways to segment your subscribers including by job title, buyer personas, the buyer journey stage they are in, how they have interacted with your website in the past, sending time (do your customers respond/interact more to your email when they receive them in the morning, afternoon, or towards the end of the day?), what day to send and more. Segment data can also be used to trigger automated emails that deliver your most relevant content exactly when it’s most needed (like on a subscriber’s birthday, post-purchase, etc.)

Offer your audience something they need

The layout of your email could look great and the content reads beautifully, but to get the reader to actually engage with your content, you must motivate them! This is referred to as the WIIFM Rule, or What’s In It For Me — Me being your reader. It is your job to determine why your subscribers want to click on the link or CTA button in your email. Use your CTA to answer this critically important subscriber question to inspire them to take the desired action (in this case click) in your email.

Conduct split testing & optimize

Email Split Testing (AKA A/B Testing) is a marketers’ secret weapon when optimizing marketing emails. Simply put, split testing is taking two variables and testing them to see which one performs better. You do this by splitting your email list into two separate and random groups and change one item per email — such as the placement of your CTA button, time sent, subject line, images displayed within your email – and then measuring the impact of that change. When used correctly, split testing is a key performance indicator of which email will be more likely to generate the most clicks. Once your split testing is complete it is important to analyze your results, specifically your open rate, click-through rate, and the conversion rate when they are on your website to determine which email performed better.  Nervous about running your own split testing? Many email service providers (ESPs) offer A/B split testing functionality to make this useful tool even simpler.

And there it is! The main ingredients needed to ensure your email campaigns are set up for increasing your CTR results. After reading this post, if you are still perplexed, or struggling with a low CTR, contact Bayshore Solutions, an email marketing agency, to help maximize your email ROI.

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