Increase Your Email Click-Through Rates

Use action-oriented CTA copy

Your email call to action copy have to encourage people to take a specific action. Instead of using a generic call to action such as “click here,” use verbs that describe an action you want subscribers to take, such as:

  • Shop
  • Learn
  • Get
  • Grab
  • Submit
  • Send
  • Start
  • Try
  • Reserve
  • Take
  • View
  • See
  • Watch
  • Read

By doing so, you will frame the subscriber experience in an idea that influences them to want to take action.

Pique their curiosity

“The first & simplest emotion which we discover in the human mind is curiosity.” – Edmund Burke

People have been curious about something at one point in their lives. And when a person is curious about something, they’re inclined to resolve their curiosity.

Fortunately, you could also leverage curiosity in your email copy to encourage people to click on the emails.

Birchbox, for instance, does this in the email below by offering a free mystery prize with a purchase. To find out what they would get, they have to click on the call-to-action button.

Include social proof

Believe it/not, people like to do what other people do. When they notice multiple people/a famous person doing something, they are more likely to want to do it. This is called social proof, which is a phenomenon where people are persuaded to take an action by seeing that other everyone has taken that action before them.

You could use social proof in your email content to encourage people to click on your calls to action. Glossier does that in the email below. By showing off how consumers use their product and sharing their success stories, they tap into the power of social proof.

Write engaging headlines

If you use a headline in your email content, it’ll be the first thing your subscriber sees when they open the message.

A good headline quickly reaches the attention of your subscriber, engages them & gets them to read the rest of your email. When subscribers read the email content, they become more likely to take action – which makes headlines pretty darn necessary.

By linking the headline to the subject line, this guides the subscriber to continue reading through the rest of the content. You’ll notice MailCharts does a good job of raising curiosity, which gives readers even more of a reason to go on reading & click the call-to-action button.

Use video

People love to watch videos. They are engaging, easy to follow, and fun to watch. Plus, if people are in your videos, you could build relationships that written words often cannot.

While the video does not play in many inboxes, the inclusion of a thumbnail image of your video & a play button can boost click through rates tremendously. Wistia increased their email click through rates by 300% by incorporating videos in their emails.

Check out how we used video in the email. The thumbnail image & play button encourage people to click & helped us get an above-average click-through rate.

Bonus tip: You could also try using GIFs in your emails to add motion to your emails & boost click-through rates.

Cater to what your audiences like

If one of your emails had an insanely high click through rate, it is apparent that your subscribers liked what you did in the email. So, do it again.

Your audiences should be your main barometer for what is working in your email strategy & influence the content and design elements you include.

Do you see high click through rates when you send short emails/long emails? Does your audience click more when there’s an image/video? Does a certain kind of content lead to higher clicks?

Feature the right images

Images in your emails could be a powerful way to grab the attention of your subscribers & convince them to click. But you need to use the right images.

Email images should add meaning, improve the content of your email or help make a relevant point. Additionally, you have to use alt text in case your images do not display.

There are a few things that work well here.

  1. It summarizes the content of the email briefly & immediately, giving the reader everything they want to know in the space of a few seconds.
  2. It supports the content of the email & provides additional meaning.
  3. It includes a call-to-action button, which encourages everyone to click on the email.

For the subscriber who skims or does not read the email content, this image does it all. It catches their attention, tells them about the offer & gives them a place to click.


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