14 Highly effective Ways to Enhance Your Electronic mail Click on Charges
From Kelly Forst February 22, 2021
Let your readers act. Here's how to get subscribers to "click" every time.
People spend a lot of time worrying about their email open rates, but there's another email metric that is just as important – click rates.
The click rates indicate how many subscribers clicked a link in an email and how often they clicked it.
What is a good email CTR?
This question is difficult to answer. Email marketing benchmarks vary widely between industries, company size, target audiences, and more.
To better understand the small business email marketing benchmarks, we asked respondents to report their click-through rates themselves. We found the following:
While it's nice to get an idea of how your metrics relate to others, I encourage you to change the way you view email marketing benchmarks.
Instead of comparing your click-through rates to other companies' rates, watch how your rates improve over time. You will learn a lot more about your particular audience by focusing on your own data.
After all, it is true that "comparison is the thief of joy".
However, you should know that low click-through rates can hurt a product launch, affect website traffic, and make your email strategy ineffective.
Do you want to make sure this doesn't happen? Try these 14 ways to optimize your emails and get more clicks.
How to improve email click rates
1. Stick to one call to action per email
When composing an email, it can be tempting to include multiple call-to-action (CTA) in the hopes that your subscribers will respond to at least one of the offers in an email. The more options you offer, the more likely you are to get into one of them, right?
Well not exactly. In fact, it can affect your click rates instead of helping them.
Too many links can distract and overwhelm your subscribers and reduce click-through rates in your emails. For optimal click-through rates, add a call to action to your emails to keep your subscribers focused on a single action.
In fact, Whirlpool was able to increase click-through rate by 42 percent after limiting the CTA to just one.
In the following email from EOFire there is a clear call to action and no question of what the subscriber should do – join the class.
2. Segment your emails
Different people have different interests. So do your e-mail subscribers.
If you send the wrong people on your list an offer they aren't interested in, your click-through rates will most likely go down.
For higher click rates, segment your subscribers and send tailored emails based on their interests. You'll see better click-through rates when you send the right offer to the right person.
3. Create a sense of urgency
The fear of missing out (FOMO) is real, and evoking that feeling in your subscribers can lead them to click your calls to action right away.
For example, if you have an offer that is about to end, or a limited number of vacancies in a webinar, you can create a sense of urgency by adding words like "now" or "today" to your emails.
We can tell you first hand that creating a sense of urgency works because it worked for me.
Houseplant seller Bloomscape has retired some of its most popular plants. I couldn't pass up the opportunity to collect some favorites.
4. Personalize your emails
Have you ever received an email that didn't apply to you at all? This type of email can make you feel like nobody on a large list of email subscribers. And that feeling of alienation doesn't encourage you to click.
Instead, if your subscribers receive an email for you, they should feel like you're addressing them alone. Truly personalized email feels like something written just for you. This type of connection leads to higher click rates.
Here are some easy ways you can personalize your email:
- Include your subscriber's name in your email. While this technique isn't fresh, it can be effective. Try not to add the subscriber names to the beginning of an email, but to the middle or the end.
- In your email subscription form, ask for information about your subscribers' interests. Then send segmented emails based on their responses.
- Collect the dates of birth of your subscribers in your registration form and send them a festive email on their birthday.
- Send a re-engagement email to people who haven't opened your email in a while. Ask for feedback and see if they are still interested in receiving your messages.
- Send emails tailored to what you know about your subscribers. What did they recently buy from you? Do you have something like this that you might like? Send an email with a suggestion.
5. Create mobile-optimized emails
85 percent of users access email on their phones.
If your email is difficult to read on a phone, there is likely a large percentage of your subscribers who are not having the best experience and most likely will not be clicking on your email.
Use email templates that are mobile-responsive and not mobile-friendly to ensure your email can be easily read on any device.
Mobile-responsive email is easier to read on both desktops and mobile devices as text, images, and buttons are automatically scaled to fit the screen. In addition, multi-column email layouts can be customized to individual columns on mobile devices, and content is easy to access using either a mouse or a touchscreen.
Cell phone-friendly emails, on the other hand, are scaled to the size of the screen, but do not adjust layout or fonts.
See how difficult it is to read that mobile-friendly email below because the two-column layout makes the images, fonts, and headings too small?
Compare that to this mobile responsive email below, which resizes fonts and images for the small screen, and converts duplicate columns into single columns:
If you're not an email designer and have no idea how an email should react, fear not! Many email service providers (like AWeber) offer mobile-responsive email templates for their customers.
6. Add colorful, clickable HTML buttons
One of the easiest ways to improve click-through rates is to make sure your subscribers know where to click. While clear text CTS works for some people, a large button with a contrasting color will grab attention immediately and can improve click-through rates significantly.
When adding a button to your email there are a few reasons you might want to use an HTML button instead of an image button:
- An HTML button can respond. This means it will resize for people on different devices.
- Images in emails may not appear for certain subscribers. And if your call to action isn't showing up, it will lower click-through rates.
- Email loading times are faster because there are fewer images in your emails.
You can code your own HTML button or rely on your email service provider's drag-and-drop editor (which usually allows you to add customizable HTML buttons).
7. Don't make your email design too complicated
Complex isn't always better, and this is often the case with email design. Avoid overwhelming your subscribers with an overabundance of images, icons or different fonts. Not only does this result in an inharmonious email, but it also distracts attention from the content of your email and your call to action.
This beautiful but simple email from You Need a Budget has a clean font, an image that works with the content of the email, and a neat button for calling up Actions:
Photo courtesy of Really Good Emails
8. Use an action-oriented copy of the CTA
Your copy of action email should encourage users to take a specific action. Instead of a generic call to action like "click here", use verbs that describe the action you want subscribers to take, such as:
- To grab
- To attempt
- To take
By doing this, you shape the subscriber experience in a way that prompts them to take action.
9. Arouse their curiosity
"The first and easiest emotion we discover in the human mind is curiosity." – Edmund Burke
Everyone was curious about something at some point in their life. And when a person is curious about something, they tend to loosen their curiosity.
Fortunately, you can also use the curiosity in your copy of the email to encourage users to click through your email.
Birchbox does this, for example, in the following email by offering a free mystery price with the purchase. To find out what they would get, they need to click on the call to action.
Hopefully the price is good, but at least it gets the click!
10. Include social evidence
Believe it or not, people like to do what other people do. If they notice multiple people or a famous person doing something, they are more likely to want to do it themselves.
This is known as social proof. This is a phenomenon where people are led to take action by seeing that other people have taken those actions before them – and have seen success as a result of those actions.
You can use social evidence in your email content to encourage users to click through your calls to action. Bite does just that in the email below. By showing how customers are using their product and sharing their success stories, they are harnessing the power of social evidence.
Photo courtesy of Really Good Emails
11. Write engaging headlines
If you use a heading in your email content, your subscriber will see it first when they open your message.
A good headline will quickly grab your subscriber's attention, engage them, and get them to read the rest of your email. And when subscribers read your email content, they're more likely to take action – which makes headlines damn important.
For the following email, MailCharts used the subject line "Are your subscribers angry?" and then it was followed by the heading "You don't know, do you?"
Linking the headline to the subject line prompts the subscriber to read on with the rest of the content. You'll also find MailCharts piquing curiosity, which gives readers even more excitement to read on and hit the "call to action" button.
12. Use video
People love videos. They are engaging, easy to follow, and often fun. Also, having people in your videos can help you build relationships that written words often can't.
While videos won't play in all inboxes, including a thumbnail of your video and a play button can increase click-through rates significantly. In fact, Wistia increased email click-through rate by 300 percent by including video in their emails.
Bonus tip: you can also try using GIFs in your emails to add movement to your emails and increase click-through rates.
13. Make what your audience likes
If any of your emails had an insanely high CTR, it's obvious that your subscribers liked what you did in that email. So do it all over again.
Your target audience should be your main barometer of how your email strategy is working, influencing the content and design elements you include.
Do you see high click-through rates when sending short or long emails? Does your audience click more when there is an image or video? Does a certain type of content lead to higher clicks?
Take a look at your previous emails and find out which ones have the highest click-through rates.
Then repeat, repeat, repeat.
Do you have two (or three) ideas for an email? Split test them. See which version of the email wins and try again.
14. Provide the correct images
Images in your email can be a powerful way to grab your subscribers' attention and get them to click. However, you need to use the correct images.
Email images should add meaning, support the content of your email, or highlight a relevant point. You should also use alternative text in case your images are not showing.
Take a look at the header image in the email below, which serves multiple purposes:
Photo courtesy of Really Good Emails
There are a couple of things that work well here.
- It sums up the content of the email briefly and instantly and gives the reader everything they need to know within a few seconds.
- The image supports the content of the email and provides additional meaning.
- Finally, it includes a call to action that prompts users to click on the email.
For the subscriber who skims or doesn't read the email content, this image has it all. It catches their attention, informs them of the offer and gives them a place to click.
Related: How To Create Amazing Photos For Your Email On Zero Budget
Bonus: 3 ways to increase click-through rates that have nothing to do with email content
Believe it or not, you can create the conditions for high email click-through rates without touching your email content. Here is how.
1. Set expectations before people subscribe to your email list.
To build a good foundation for your emails (and to help your engagement rates get started on the right foot), make sure subscribers know what they are signing up for before they give you their email address notify.
Whether it's a monthly newsletter, weekly do-it-yourself tips, or seasonal exclusive deals, researching ahead of time about the types of emails readers will get can help you put the right people on your list win. It also sets expectations for what you send. So there shouldn't be any unwanted surprises.
However, when setting expectations on your subscription form, keep in mind that it is just as important that the content of your email deliver on the promise you made. Why? Because if you say you are sending one thing and delivering another, your email is more likely to be marked as spam.
2. Experiment with the frequency and timing of your emails.
Depending on your target audience and the content they prefer, the frequency and timing of your messages can vary widely.
For most businesses, a weekly email newsletter is a good place to start. Finally, you can increase the frequency of your emails to promote your product, share content, or break your newsletter into smaller parts. Or ask your subscribers which cadence they prefer.
Try experimenting with time frames to find out when your target audience is most likely to read your email. For example, if your target audience is business people, you might get the best results if you email them during work hours. However, some people only have time to read their emails during lunch or when they first wake up.
Analytics can help you determine when people are most likely to open your email and plan your campaign accordingly.
Strong subject lines have the same effect on click rates as they do on open rates. Your email could have the best content ever, but no one will read it if your subject line is weak.
Most people scan their inbox. So make sure your subject line is short and punchy.
For example, adding a special offer, asking a question, or highlighting a sense of urgency can be an effective way to create a compelling subject line.
Of course, click rates are important, but open rates and other forms of email engagement can add to your email marketing success. Make sure to track your email engagement metrics to see what works for your unique audience.
Get a sick amount of clicks.
Try this tactic with your subscribers and see what increases click-through rates. Let us know what worked in the comments below!
(You'll need an email marketing platform to apply what you've learned in this post. Try AWeber's easy-to-use email platform for free.)
Additional coverage from Liz Willits and Monica Montesa