Email click-through rates are one of the most useful metrics firms can track in their email marketing campaigns. The click-through rate is the percentage of clicks an email receives, based on the number of clients who opened the email.
Click-through rates show firms how many clients are engaging with their email content or are taking a desired action. Email campaigns that have high click through rates are considered to be successful campaigns, for they indicate that the target audience was engaging with the content.
Firms who are interested in improving their email click-through rates should consider making the following changes in their next email marketing campaign:
Tell people to click
Firms only have limited time to grab a client’s attention via email. Avoid wasting time using subtle sentence structures and actually tell clients to click by using call to action words like ‘Click here!’.
Use links at the top of emails
Firms should place links within the first two and a half centimetres of an email. The majority of readers will scan (not read!) emails, which means firms have less space to convince clients to click something. Filling up the top half of an email with images or text with no obvious links is a missed opportunity for getting readers to click through to their website or landing page.
Use lots of links
The more opportunities a firm gives clients to click, the more likely that they will click. Clients who have to read through paragraphs of text to get to a link may not even be interested in clicking the link by the time they get to it. Every paragraph of text in an email should include at least one link. Including more links increases the number of click-through opportunities for readers.