'Inbound & Down'
Question of the Day

Published November 11, 2019

How do I increase click through rate on an email?

  1. Incorporate one or two clear, attractive opportunities for a recipient to click, leading to relevant content.
  2. Include several CTAs for different offers, in order to engage a wide range of people with varying interests.
  3. Hide CTAs and links throughout the email so that recipients are more likely to click one accidentally.

The Answer is A.

One of the major goals of any marketing email is to drive traffic back to your website. In order to do that, though, you need to encourage recipients to click on something! In other words, you need to make sure you have a strong click through rate.

Need a refresher on the difference between click rate and click through rate? Check out this quick video. 

But how can you increase an email click through rate? 
There are a number of methods marketers may employ to maximize this metric: 
  • Provide relevant content. It goes without saying that your readers will only click on those links they expect to be interesting or potentially helpful, so be sure to strategically plan where you'd like to send them and segment your contacts appropriately.

  • Clearly present clicking opportunities. The content you are directing recipients to might be great. But they’ll never click on it if they don’t know it’s there! Make sure your CTAs and links attract attention by using striking colors and prominent placement. 

  • Add video thumbnails and gifs. These multimedia elements tend to pique curiosity. Though email service providers are unable to play videos within the email itself, a thumbnail can link to the clip, hosted elsewhere. 

Whichever of the above tips you choose to utilize, be sure to limit your CTAs to just one or two. By including too many, recipients may become overwhelmed and avoid clicking on any of the options presented. 

Maximizing your click through rate can take time and might require a few attempts in order to determine what resonates best with your audience. A/B testing is very useful in reaching these conclusions. 

Inbound and Down

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