Here we discuss some practical advice that you can apply to your next email campaign that will help increase your click through rate (CTR).

Less is more

Don’t feel like you must get across your whole message within the email itself. Tease your audience with small snippets of information that will encourage them to click through. Don’t give away all your valuable content without a click in return.

Personalise your emails

Personalisation doesn’t just begin and end with a customer’s name inserted into the copy. Why not take it a step further? Depending on the type of information you have on your contacts it would be possible to create a custom email including job title, address or purchase history.

Make your call to action (CTA) clear and obvious

A CTA can be used to spur users to take any step: download a PDF, fill out a form, buy a product, or even just click through to another page.

Place your CTAs strategically, so that they receive maximum attention and visual focus. People must recognise your CTA as something they are meant to click on.

Segment your contact list

What works for one group of people may not work for another, for example, an email that works well for employers may not work as well for employees.

If you send two emails – one specifically designed for each audience – then you can deliver more valuable content and your CTR will go up.

Make sure your emails are mobile friendly

More emails are opened on mobile than they are on desktop and this trend is set to continue. Most email templates are now responsive but there are a few design elements to keep in mind for mobile users.

As a guide we suggest making your buttons at least 44 x 44 pixels to stop those with fat fingers clicking multiple links.

Test and then test again

Make sure you test what works for your audience, do they prefer information or offers? Do they engage with images more than articles? Are they responding better in the middle of the day or in the evenings? Apply all this knowledge into your next campaign to make it more successful.

Struggling with your click through rate?

If you need assistance with your next email campaign, or any other digital marketing activities, including SEO, pay per click (PPC), online advertising, social media marketing or a general help creating a campaign then please get in touch by calling 0116 254 9888 or complete our online contact form.