The primary goal of businesses using email marketing is to put the word out about their brand and get people to notice and engage with it. If you must be using email marketing for your business, you must have tracked two key metrics- the open rate and the click-through rate. Once you get your email delivered to your subscribers’ inbox and get them to open it, the next crucial step is to get them to engage with your email. The email click-through rate determines how many people engage with your emails.
What is Email Click-through Rate?
The click-through rate is the number of email recipients who click on at least one of the links on your email. It is among the most significant metrics that decides the success of your email marketing campaign. A reasonable click-through rate means your email is relevant to your subscribers, and they are engaging with it. According to a benchmark report by Mailchimp experts, the average click rate for all industries is 2.62%.
It would help if you improved your email open rate before you focus on improving the click-through rate. To improve your open rate, you need to get people to opt-in to your list voluntarily, use a reputable email address and sender name, and use enticing subject lines that make people curious to know more about what’s inside the email.
Further, to get them to click-through the links or CTA, you need to create emails that your subscribers find useful and engage with. Here are some ways to get more people to click through your email.
Relevant and Personalized Content
In order to get people to click-through, you need to send emails that are relatable to them. It is therefore crucial to send targeted and specific content to your subscribers. This can be done by dividing your subscriber list into smaller, specific segments and creating highly relevant and personalized content for each segment. Ask them questions that tell you about their preferences and interests during the opt-in and use the information collected to create relevant content.
Check out this example from Bespoke Post that asks the users to fill out their preferences by answering a few questions to send them customized content.
Effective Links and CTAs
A clear and effective CTA is the key to win more clicks. Refrain from using cliched copies like “Click Here” or “Buy Now” and get innovative to prompt the subscribers to take action. The placement of the CTA also plays a vital role in improving the click rates. Make it prominent by placing it above the fold and use contrasting colors for the CTA buttons and links to make it accessible for everyone. Apart from these, add social sharing icons in your email to boost engagement and increase the chances of clicks.
Here’s an example from the brand B&Q. It uses creative text and bright colors for the CTAs that make them stand out throughout the email.
Do you want to create such appealing emails for your brand? Try Mailchimp email templates, Salesforce templates, and Pardot templates that follow the email design best practices and help you deliver awesome emails that get clicked.
Proper Formatting and Layout
Get the email layout and formatting right to get people to read it entirely and click through it. Since more people read emails on their mobile phones, it is essential to use a single column layout that renders well on multiple screen sizes and devices. Use short and concise paragraphs and align the text properly. Moreover, make use of proper white space to improve the readability of your email.
Check out this well-formatted email from the brand Ritual. The copy is short and concise and the important parts of the message are highlighted in larger fonts.
Send at the Right Time
The email send time and frequency plays an important role in getting your subscribers to notice and click through your emails. Following the email marketing triad of conveying the right message at the right time to the right person is important to improve the click-through rates. Get your timing right by experimenting on various send times and A/B testing, and find out what works best for your campaign.
A/B Test your Emails
Once you have your email ready, run several A/B tests to ensure all the elements are on point. Through A/B testing, you can evaluate multiple versions of your email and track engagement to see which version of your email drives the most results. It helps you test for several variations of email content, images, layout, CTA, send timing, etc. and improve the open rates and click-through rates.
Incorporating the above points in your emails will lead to better click-through rates and help you win more sales. Moreover, it is also important to maintain a healthy email list by removing inactive subscribers and giving them an option to unsubscribe whenever they want.
Which tactics have worked in successfully increasing your email click-through rates? According to Email Uplers to get the higher email click through rate businesses should create good subject lines, customized email templates with CTA and a high converting landing pages to boost the ROI.