Email marketing: how to grow your click-through rate (CTR)

 Email marketing: how to grow your click-through rate (CTR)-Overview

Every day we receive dozens (or even hundreds!) Of promotional emails. Increasing the click rate is essential for  email marketing strategies to  bear fruit, but the truth is that in most cases these emails pass through our inbox without pain or glory.

If you want to  improve the CTR of your brand's emails, you will have to be clever and stand out from the competition. Do you want to know how? Don't miss out on these tips and best practices! 

Email marketing_ how to grow your CTR click-through rate

10 tips to grow your click-through rate

Do A / B tests with the subjects .  

To improve your CTR, the first thing you have to work on is the open rate: after all, if a user does not open your email, it is impossible for them to click on the offer inside. And to achieve this, you must get their attention with a good subject. A / B tests will allow you to try different formulas until you find what really works.

The good thing if brief twice good. 

 When writing the body of the email, do not get involved! The more concise the email, according to  Bulk Q , the easier it is for the recipient to click on the offer before they get bored and give up. Another very useful trick is to start with what is most important.

Includes options to share on social networks. 

 Emails that include the option to share on a social network have 30% more clicks than those that do not include any. If there are 3 or more, this percentage goes up to 55%. And is that although your offer may not be of direct interest to the recipient of the email, it is likely that their friends are interested.

Segment your databases.  

Targeting helps increase click-through rates by avoiding annoying users with offers that are irrelevant to them and by offering them what really interests them. According to studies, using segmented databases in your email marketing allows you to obtain 18% more transactions, 24% more sales and 24% more income.

Segment your content .

It is a logical consequence of the previous step: once you know who you are targeting, think about how you can offer value in a personalized way and you will increase your chances of hitting it.

Personalize your emails . 

Thanks to marketing automation, you can go one step further and introduce custom variables in your emails (not just the name!). Think about how you can use all the information you have about the customer: purchase and download history, satisfaction index, activity on your website, location, age, date of birth ...

Eliminate distractions .

 As with landing pages, emails must be free of elements that can distract the recipient. Therefore, avoid including the navigation menu of your page or combining several different offers. The ideal in terms of CTR is that each email has a single objective and that it is very clear from the beginning.

Include a postscript . 

The postscript is a very useful resource for restatement of an offer. In addition, it is an element that stands out clearly from the body of the email, so it is easier for it to end up attracting the attention of the people who read the promotional emails above (that is, the majority).

Create a sense of urgency .

The sense of urgency is one of the oldest tricks in marketing ... because it works! If your email deals are only available for a limited time, users will have more incentives to click right now.

Make sure your emails are fully responsive .

 Most users look at their emails from mobiles, tablets and other devices, but you can't forget about laptops and desktops either. In short, to get a good CTR you need the design of your emails to work perfectly and be attractive on screens of all sizes.

5 best practices to optimize your links

If you are looking to improve your  click-through rate , links are an absolutely key element of your  email marketing . After all, this is where your users should click, right? But many times we do not pay all the necessary attention to this detail. So that it doesn't happen to you, take good note of these practices:

Appearance is important . 

Links should stand out at first glance and be clearly identifiable as such. To do this, make them have a different color from the rest of the text (blue is a classic) and that they are underlined and in bold. It is also important that they do not appear in the middle of a very long paragraph, but in isolation and with a little white space above and below.

Take care of the location .

 At least one of the links (and if possible, several of them) should appear at the top of the email, without the user having to scroll down to see them. This way it is more difficult for them to be overlooked.

Don't use images as a link .

 Occasionally, it can be interesting to "hide" a link within an image or a call to action button, but this technique works better on web pages than in email marketing. The reason is that images sometimes do not load well in emails, so the link (and the opportunity to increase your CTR) disappears.

Find the right link density .

 To increase the percentage of clicks, you have to make it easy for the user. But if you go overboard including links, you can end up in the spam folder. As always, remember that you can do tests until you find the optimal formula.

Optimize the text of links and calls to action . 

Try to keep it simple, make it as relevant as possible to your target audience (remember: segmentation is key), and answer the what, why and how.