Top 10 Tips for Increasing Email Click-Through Rates in 2024

Editor: GeeksendRelease time:2024-03-18 15:26:28

Email click-through rate (CTR) is a key metric used to evaluate the effectiveness of email marketing campaigns, indicating the percentage of recipients who clicked on a link in an email, either a call-to-action (CTA) button or a hyperlink to a website or landing page.

Click-through rates are a measure of how engaged your subscribers are with your content, as well as a reflection of how successful your email marketing campaigns are in driving traffic to your website or achieving your desired results. A higher click-through rate means that your emails are resonating with your audience and inspiring them to take action, while a lower click-through rate may indicate that your emails need to be optimised to better engage your subscribers.

When a recipient opens and clicks on a link in an email, it is most likely because the content of the email is relevant to them. Therefore, it is logical to increase the relevance of the email to the recipient.

Formula for calculating email click-through rate:
Email CTR = (total clicks/total emails sent) x 100
By tracking and analysing email click-through rates, you can measure the effectiveness of your email marketing campaigns and make adjustments to increase engagement and drive more conversions.

By analysing email click-through rates, the following conclusions can be drawn:
Content attractiveness: A higher click-through rate usually indicates that the email content is attractive. If the click-through rate is low, you may need to optimise the content of your email to increase the interaction rate.

Target audience: Analysing the click-through rate gives you an idea of which target audience is more likely to interact with your email content. This helps to optimise your targeting and email customisation strategy.

Email Design and Layout: Understanding click-through rates can also provide information about the design and layout of your email. Certain elements (e.g., buttons, link placement, etc.) can affect click-through rates, and by adjusting these elements you can improve your click-through rates.

Timing and Frequency: Analysing click-through rates can also help determine the best time and frequency to send. Knowing when and how often to send emails can better meet your audience's expectations and improve engagement rates.

Conversion Potential: Emails with a high click-through rate may indicate a greater potential for conversion. By tracking conversions, it is possible to better understand user behaviour after a click and therefore better optimise marketing strategies.

Overall, email click-through rates are a key metric that provides important insights about the effectiveness of email marketing campaigns and user interactions, helping to optimise marketing strategies and increase campaign success. Warming up emails before they are sent to ensure trust is built and to increase email deliverability is also part of optimising click-through rates.

What is a qualified email click-through rate?

Qualifying email click-through rates vary from industry to industry and from business to business.Pace Marketing Agency states that an email marketing click-through rate of more than 10 per cent is better, however, the reality is that many emails fail to reach this level. In fact, the average email click-through rate across all industries is just 2.6 per cent.

Tips to improve your email marketing click-through rate

1. Focus on the email subject line

The subject line is the first thing people notice in an email and therefore the most important factor in determining whether an email is opened or not.
Subject lines also affect click-through rates, conversion rates, and the number of unsubscribes.
Create subject lines that spark curiosity and entice customers to open the email
● Capitalise on the trepidation of missing out
● Ask questions in the subject line
● Use emoticons or symbols
● Keep the subject line short and easy to understand, so it's easy to view and understand on a mobile device
Keeping the above in mind, never go overboard with your subject line. If the subject line overstates the content, customers will unsubscribe if they are disappointed when they open it.

2. Pay attention to email formatting

Format your emails carefully to ensure that they appeal to your readers. Potential customers often choose to put their emails on hold because they are poorly formatted. Here are our suggestions for addressing this issue:
● Adopt a format that adapts to mobile devices. Since a higher percentage of people read emails on mobile devices than on desktop computers, it's critical to ensure that your emails are readable on mobile devices.
● Use appropriate widths. Emails that are too wide or too narrow in width can leave a bad impression on recipients and ultimately cause them to give up reading.
● Avoid embedding key details in images. Putting key information in an image requires extra effort on the part of the recipient to find it and may reduce the readability of the email. Ensure that your targeted prospects don't miss important information to increase the likelihood of clicking on a link.


3. Pay attention to brand consistency

Ensuring brand consistency is one of your primary concerns. By using your brand's tone of voice, keywords, and pinpointing your target audience, you'll be able to increase click-through rates for your email marketing.
Every brand has a unique personality and you should do your best to stay relevant to your target audience. Make sure that your blogs, social media posts, newsletters and emails are consistent with the tone of your brand and website so that customers can easily recognise your brand. This consistency will help build brand awareness and increase customer trust in your brand. Customers can easily recognise you.


4. Segment your customers

Segmenting your customers has several benefits. Firstly, you can send emails at the right time and secondly, you can send more targeted emails.
● Send emails at the right time
Timing is one of the key factors influencing the opening and clicking of emails. If an email is sent at a time when the recipient is unable to act on it, it may be ignored.
It is basic common sense to ensure that recipients are awake when sending emails. To achieve this, it's best to segment your subscribers based on their geographic location. This way, you can more effectively choose the right time of day and increase the probability of your emails being opened and clicked on.
● Send more targeted emails
For many marketers, segmenting their lists is a key initiative. However, there are still many who are reluctant to take the time to segment their lists. Segmenting lists, through personalised emails, ensures that emails are sent to an audience that is more interested in a specific topic, and that you can better meet the needs of your audience, thereby increasing the chances of a link click. For example, one segment of your audience may be interested in trials and offers, while other segments may be less price sensitive.
By adding pop-up forms to your website, you can ask your customers to fill them out so you can learn about their interests and the most relevant offers. The more relevant the email is to your customer's needs, the higher your response rate will be. Customise their email experience by using the recipient's name in the header and body, and combining it with other information you've gathered about your customers. Whatever data is stored in your email list, such as age, location, etc., can be used to personalise your marketing emails.
Additionally, you can tailor your email campaigns to your customers' behaviour on your website, using page targeting to provide them with relevant offers, further enhancing your marketing results.


5. Turn on social media sharing options

Sharing on social media has become a popular trend, and you should make the most of it. Data shows that enabling social media sharing options can increase email click-through rates by up to 30 per cent, and with three or more social media sharing options, this figure can even go up to 55 per cent.
Sometimes, recipients may not need a specific offer, but their friends or network of connections may be looking for it. By offering social sharing options, you can attract new customer leads while increasing email click-through rates. Giving subscribers the option to share your emails with friends and followers helps expand your email reach and may attract new subscribers to your list.
Here are some tips to make the most of this strategy:
Add social sharing buttons to your emails: make sure you prominently place social sharing buttons in your emails so that subscribers can easily share to their favourite social media platforms, such as Facebook, Twitter or LinkedIn.
Produce shareable content: make sure your content is relevant, informative, engaging and includes visual elements such as images or videos to make it easier to share.
Offer sharing incentives: motivate your subscribers to share your emails by offering them incentives such as exclusive discounts or sneak previews of your products/services. This can motivate them to share your content on social networks, potentially further increasing email click-through rates.


6. Adding call-to-action phrases to your emails

Call-to-action terms (CTAs) play a key role in emails, often directing recipients to take a specific action through a button or text link to a login page. However, be mindful of the number of CTAs in your emails; too many options can lead to decision paralysis, leaving subscribers to take no action. To avoid this, limit the number of CTAs and make sure they are concise and easy to understand.

When designing CTAs, make sure they are eye-catching but not too large.CTA button sizes should be compelling enough to be noticed, but not dominate the email or confuse subscribers. Using contrasting colours such as orange or red can make CTA buttons stand out and encourage more clicks.

Keep text short: Large text is compelling, but CTA text should be concise. If the text is too long, shortening it will improve click-through rates.
Use first person: According to a case study by Unbounce, changing button text from second person to first person can increase clicks by more than 90 per cent. For example, change "Start your free trial" to "Start my free trial".


7. Set the right timing and frequency

Ensuring that you send your emails at a time when your audience has time to open them and click on the link is key to increasing click-through rates. If the email arrives at a busy time for people, it may be ignored. Research has shown that between 8pm and midnight is when audiences are more likely to open and click on email links.
Another key factor is the frequency with which emails are sent. Sending too few emails may cause your audience to forget you exist, while sending too many may get your emails categorised as spam. Therefore, the right timing and the right frequency are both crucial when it comes to increasing click-through rates.


8. Re-engage with subscribers

Every email list has a churn rate, which is the number of subscribers who unsubscribe. It could be because they no longer find the content relevant or interesting, or you are sending too much promotional content. To reduce churn and re-engage these subscribers, it's vital to send reactivation emails. Such messages are designed to re-engage disengaged subscribers and can be as simple as a reminder, an offer of exclusive content or deals, or an invitation to update their email preferences.
If a response is not received, the same marketing email can be sent again. By differentiating between the audience who didn't click on the email and those who didn't open the email in the first place, this is very effective as you can re-send the email only to those who didn't open it without annoying the customers who did click on it.
With the help of an email automation tool, such as Geeksend, you can create an automated system that is under your complete control. This will save time, reduce drudgery and automate the delivery of personalised email sequences.
This approach helps to improve the health of your email list, increase engagement and ultimately increase email click-through rates.


9. Add Visual Content

Clever use of visuals in emails helps to communicate complex concepts or ideas more effectively. Not only does this enhance subscribers' comprehension and make them understand your message better, it may also increase the chances of them taking action.
Additionally, inserting images and videos helps break up the monotony of mass text emails and makes your content more visually appealing. This leads to higher engagement and greater click-through rates.


10. Clean up your email list often

A pattern that marketers overlook from time to time is that there is a natural churn rate of customers on email lists, about 25-30 per cent per year. This includes the following categories:
● People who get bored with your emails and choose to unsubscribe
● People who don't want to see your emails and put them straight into the spam folder
● People who don't check the email accounts they subscribe to
By employing the above techniques, such as customer segmentation, personalisation or re-sending emails, these measures will certainly have a positive impact on you in the long run. You can also choose to reduce the number of emails you send to your customers.
If the above measures still don't work, then you need to consider completely removing the portion of subscribers from your list that are not engaging at all. This means that those who remain are more likely to open your emails, thus boosting click-through rates. Data cleansing is vital to help remove unwanted people from your email list.


Remembering that building a strong email list and providing value to your subscribers is the key to maintaining a high click-through rate in the long term, you can then put the theory into practice and use it to retain your existing subscribers and ensure that you are able to attract more new customers. If you utilise email marketing brilliantly, you can grow your small business fast.
Regardless of your experience in email marketing, by implementing the tips and strategies we've discussed, such as crafting compelling subject lines, using visuals and personalisation, and sending high-quality, targeted emails, you'll be able to increase engagement and ultimately drive more conversions.

Geeksend Manager