What are the best tips to improve your email click-through rate?

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Email click-through rate (CTR) is one of the most important metrics to measure the effectiveness of your email marketing campaigns. It shows how many subscribers are interested in your offer, content, or call to action. However, getting people to open your emails is only half the battle. You also need to persuade them to click on your links and take the next step. Here are some of the best tips to improve your email CTR and boost your conversions.

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Judson Teo

head of marketing @ BLOCK71 | doctoral student @ SUSS | career mentor to undergrads | ex-Grab, foodpanda, Singapore…
Apoorva Rastogi

Manager - Strategy & Growth, Reliance Retail | McKinsey NGWL APAC 1.0 & 3.0 | XLRI Jamshedpur
Chris Dunn

1 Write catchy subject lines

Your subject line is the first thing your subscribers see in their inbox. It should capture their attention, curiosity, and interest. A good subject line should be clear, concise, and relevant to your audience. It should also create a sense of urgency, value, or benefit. Avoid using spammy words, misleading promises, or excessive punctuation. You can also use personalization, questions, or emojis to make your subject line stand out.

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Apoorva Rastogi

Manager - Strategy & Growth, Reliance Retail | McKinsey NGWL APAC 1.0 & 3.0 | XLRI Jamshedpur
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Few tips to improve Email CTR - 1. Personalized subject lines with the subscriber's name 2. Clear and defined CTA (Call to action) button 3. Avoid multiple CTAs 4. Optimize for mobile devices for ease of access & readability 5. Keep the images high quality but low size to ensure it opens 6. Send targeted communications to different cohorts of users basis their buying behavior

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Tiago Pasqualetti

Ajudando empresas a crescerem através de novos negócios, growth e inteligencia de mercado | Executivo de Publicidade na Almeida Junior & Partner da ProdCrew
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Pensando em aumentar a taxa de clique em emails, sugiro escrever um bom texto no assunto e na primeira linha do corpo do email. Procure fazer um assunto que chame aten??o e desperte a curiosidade no leitor em abrir a mensagem. A primeira linha pode funcionar como um complemento ao assunto, visto que ele aparece sem que o usuário abra o email.

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2 Segment your list

Not all subscribers are the same. They have different preferences, needs, and behaviors. Therefore, you should segment your list based on various criteria, such as demographics, location, purchase history, engagement level, or interests. Segmentation allows you to send more targeted and relevant emails to each group. This way, you can increase your CTR by offering content and offers that match their needs and expectations.

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Judson Teo

head of marketing @ BLOCK71 | doctoral student @ SUSS | career mentor to undergrads | ex-Grab, foodpanda, Singapore Tourism Board
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Segmentation by demographics is a very old-school way which up-to-date marketers don't quite use anymore. Instead, we've been working towards a Segment of 1 i.e. personalisation, where every email we send contains valuable information tailored according to your browsing history, both indicated and subtle preferences and of course, purchase history, if any. But to achieve that, the CRM's data structure must be super clean i.e. not stacking of duplicate IDs and having adequate predictive capabilities in place to project a customer's next purchase and chances of churning. This is the hard part and often takes years to set it up right for large corporations with legacy systems.

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3 Optimize your preheader text

The preheader text is the snippet of text that appears below or next to your subject line in most email clients. It gives your subscribers a preview of what your email is about and why they should open it. You can use this space to expand on your subject line, highlight your main benefit, or create curiosity. Make sure your preheader text is clear, concise, and compelling. Avoid repeating your subject line or using generic phrases like "View this email in your browser".

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4 Use clear and visible calls to action

Your call to action (CTA) is the link or button that you want your subscribers to click on. It should be clear, visible, and easy to find. Use contrasting colors, fonts, and sizes to make your CTA stand out. Use action-oriented words that tell your subscribers what to do and what they will get. For example, "Download your free guide", "Claim your 50% off coupon", or "Join the webinar now". Avoid using vague or passive words like "Click here" or "Learn more".

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5 Test and optimize your emails

The best way to improve your email CTR is to test and optimize your emails based on data and feedback. You can use tools like Google Analytics, Mailchimp, or HubSpot to track and measure your email performance. You can also use A/B testing to compare different versions of your emails and see which one gets more clicks. You can test different elements of your emails, such as subject lines, preheader texts, CTAs, images, layouts, or content. By testing and optimizing your emails, you can find out what works best for your audience and improve your CTR over time.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Chris Dunn
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Send Emails at the Right Time: Use data analysis to identify the optimal times for sending emails to your audience. Consider factors such as time zones, device usage patterns, and past engagement behavior to maximize the chances of your emails being opened and clicked. Personalise Email Content: Leverage customer data to personalise your email content based on intent, past purchase history, browsing behavior, and preferences. Personalised recommendations and tailored messaging can significantly increase click-through rates by making the content more relevant and compelling to recipients. Optimise for Mobile First and Dark Screen modes: Test your emails on different devices and screen sizes to ensure a seamless experience for mobile users.

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What are the best tips to improve your email click-through rate?

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1 Write catchy subject lines

2 Segment your list

3 Optimize your preheader text

4 Use clear and visible calls to action

5 Test and optimize your emails

6 Here’s what else to consider

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