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How to Improve Your Email Click Through Rate

Written by Anna Milward on October 6, 2015

There are a number of different ways you can measure the success of your email marketing and monitoring your click through rate is one of the best as it can give you revealing insights into how effective your strategy really is.

Your click through rate is a metric that shows you how many times your recipients have clicked on a link in your email. This could be a link to make a sale, read an article on your website, download a piece of content or any other action you’ve asked them to make.

Why is click through rate so important?

Your click through rate tells you whether your marketing emails are on target. If nobody is clicking on your links or performing any actions after reading your email, it may be a sign that your content is not engaging your customers or your strategy isn’t quite right.

How can you improve your click through rate?

If your click through rates are lower than you’d like, there are a number of ways you can improve them. The best place to start is to make sure your email newsletters are targeted to your audience, and offer them something of value. Having a great headline can help improve your open rates and ensure that people are opening and reading your emails to start with.

Calls to action

Your call to action is one of the crucial elements of your email, especially when you want to improve your click through rate. Every email should have a call to action stating what you want the reader to do and where possible this should be placed at the top in a prominent position.

A well written and placed call to action can make a big difference to your overall click through rate and it’s something that is worth taking the time to get right.

Pay attention to your send times

Sending emails at different times of day can make a big difference to your overall email marketing success, including your click through rate. If you aren’t sure what the best time is to send your marketing emails, try looking at your current click through and open rates and see if there is a particular day of the week or time of day that gets you a better response.

Make sure your emails are mobile responsive

With more and more people opening their emails on their smartphone, it’s essential that your emails display properly on all devices. If they don’t it may be difficult for your readers to find and click on links and your click through rate can suffer.

The best way to improve your click through rate is to test different techniques and see what works. You can experiment sending at different times, using different layouts and call to action wording and find out what gets the biggest improvements in your click through rates.

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