It’s no secret that email marketing is a powerful tool to connect with your audience.
But do you ever wish that your emails did a better job of engaging your subscribers?
As far as email marketing metrics go, click-through rates are particularly important.
We’ve talked about the steps you can take to increase your email open rates, but how do you encourage people to then engage with your emails and click? Keep reading to find out.
What is ’email click-through rate’?
Your email click-through rate is the percentage of recipients who clicked a link in your email.
Click-through rate is an important measure of how effective your emails are at engaging your subscribers and encouraging them to take a desired action.
If you use an email marketing service provider, you’ll find your email click-through rates in your campaign reports. If you’re a Wired Plus user, your KPI dashboard will compare your metrics to your industry averages so you can see how you stack up. If your click-through rates are lower than average, these tips will help you boost them. If they’re higher, then this guide will help you improve them even more.
How to improve your email click-through rates
Here are 7 easy ways to optimise your emails and get more clicks.
1. Have one defined goal
Before you plan and create your call-to-actions (CTAs), you need to know what it is you want to achieve. Ask yourself, ‘What is the one action that I want recipients to take?‘.
To measure the effectiveness of your email campaigns, you need to set goals. By having a clear goal for each email you send out, it’s easier to understand what can be classed as a good result or where there are areas for improvement.
Based on the end goal, your message and call-to-action should lead your subscriber into the desired conversion.
To find out more about setting email campaign goals for success, check out our guide here.
2. Segment your email list
Are you still using the outdated batch-and-blast approach for sending your emails?
A big mistake that many marketers make is ignoring their subscribers’ digital behaviours.
Email list segmentation is a simple yet extremely effective tool. Not just for increasing your email click-through rates, but for improving your overall results.
It basically enables you to deliver more relevant email campaigns to your subscribers.
Email list segmentation can be based on different criteria such as a reader’s geographic location, interests, purchase history, and more. You can modify your emails specifically for each segment, rather than sending out one mass email.
The result? More engagement with your emails, and a higher click-through rate.
3. Use a strong subject line
To get more readers to click on your emails, you first need them to actually open your emails.
We each receive a ton of emails in our inboxes on a daily basis. Whether we choose to open and read the email or not relies heavily on the subject line.
Your email subject line is your chance to make a good first impression. It’s important that it grabs the reader’s attention effectively and creatively.
Writing the perfect subject line can be tricky, but don’t worry if you’re struggling. We’ve put together a guide to help you master the art of writing click-worthy email subject lines.
4. Personalise your message
Your emails should make the reader feel like you’re talking directly to them.
Personalising your email campaigns for each segment you send to increases the relevancy of your messages and thus increases engagement levels.
The key to personalisation is collecting customer data, either on your signup form or through surveys.
Determine what information you’d like to know about your ideal customers such as name, location, age, job title, industry, and other interests. You can then target really specific groups of your audience and send them messages that are tailored to their interests, resulting in a significant increase in your email click-through rates.
5. Use social proof
Have you ever chosen to stay in a hotel because it had loads of great reviews on TripAdvisor? Or watched a series on Netflix because your friend said that they really enjoyed it?
That’s social proof in action.
Social proof, also known as ‘user-generated content (UGC)’, is now one of the most powerful influences of our everyday behaviour. So if you want to improve your email click-through rates, adding social proof to your email marketing campaigns is a must.
According to a 2019 survey by Bright Local, positive reviews make 91% of consumers more likely to use a business, while 82% will be put off by negative reviews.
Ratings and reviews are probably the most effective way to integrate social proof into your emails. Link to positive review sites or include positive quotes from customers. Even include real pictures of happy customers if you can. This will make recipients more likely to trust your email content and click through.
6. Make your emails mobile-friendly
According to data from Litmus, more emails are opened on mobiles than any other device.
To make sure you don’t lose out on click-throughs from your mobile readers, your emails need to be optimised for mobile.
To ensure your emails are easy-to-read on all devices, use email templates that are mobile responsive. (Not an email designer? Fear not! All prebuilt email templates in Wired Plus are fully mobile responsive.)
Mobile responsive emails are easier to read because the text, images, and CTA buttons automatically adjust to fit the smaller screen size.
7. Re-send to your non-openers
If recipients don’t open your email the first time, try resending it.
This works best if you can segment out the people who didn’t open your email the first time around. Then resend the message to these non-openers. No need to annoy the subscribers who clicked the first time.
If your email click-through rate the second time around is similar to the first time around, that means you’ve pretty much doubled your click-through rate for that email, with minimal effort.
While improving your email click-through rates is crucial for success, remember that the best way to get there is to focus on your subscribers’ needs and what they’d most like to receive in their inbox.
Need a platform that will make email marketing easy? Try out Wired Plus for free to see how it could improve your results.