How To Increase Click Rate In Email Marketing

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The Best Practices To Increase Click Rates In Email Marketing

Email marketing is a powerful tool businesses use to reach and engage with their audience. However, creating compelling content that inspires readers to click through and take action can be challenging. 

This article will explore the best practices for increasing click rates in email marketing.

Let’s dive in:

Write Engaging Headlines

In email marketing, writing engaging headlines is crucial to increase click rates. Your headline is the first thing your subscribers will see, and it needs to be compelling enough to entice them to open your email. Without a captivating headline, your content may go unnoticed in crowded inboxes.

To write an engaging headline for your email marketing campaign, it’s important to understand what makes a great title. First and foremost, it should be clear and concise while conveying the value of what’s inside. Use action words that create excitement or urgency for readers, so they feel compelled to open your email immediately.

Personalisation can also make a big difference in the effectiveness of your headlines. Addressing subscribers by name or segmentation tactics can help tailor content to their interests and needs.

Create Urgency

With so many emails flooding inboxes daily, standing out from the crowd can be difficult. One effective strategy for increasing click rates in email marketing is to create urgency in your messaging.

One way to create urgency is through limited-time offers. Creating a sense of scarcity can motivate recipients to act quickly before they miss out on the opportunity. Whether it’s offering a discount code that expires soon or promoting a flash sale with limited inventory, customers will feel compelled to take action when they know time is running out.

Nail Your Call To Action

A significant part of achieving this goal is nailing your call-to-action (CTA). When crafting a CTA, it’s essential first to identify the primary purpose of your email campaign. 

Once you have done so, ensure your CTA aligns with this objective. For instance, if you aim to increase sales by promoting a product in the email campaign, ensure a clear and concise CTA for buying the item.

Resend To Non-Openers

Resending an email campaign to those who didn’t open it can increase engagement and click rates. According to research, resending a campaign to non-openers can result in a 30% increase in open rates and up to 50% more clicks. This strategy lets subscribers see if they missed your message the first time.

Consider changing the subject line and sending time when resending the campaign to make this strategy effective. A new subject line will grab their attention and encourage them to open the email while sending at a different time can help ensure that the message is seen at a more convenient moment for them.

Use Social Proof

Another way to increase your click rate and improve your overall email marketing strategy is by using social proof. Social proof refers to the concept that people are likelier to take a certain action if they see others doing it. 

In terms of email marketing, this means showcasing positive reviews, testimonials, or other forms of social validation within your emails. By doing so, you’re providing customers with an extra nudge towards clicking through and making a purchase.

Refresh Your Templates

A lot has changed in the world of email marketing over the years. What was once considered cutting-edge design may now be seen as outdated and unprofessional. Refreshing your email templates can help you present a modern, cohesive brand image that resonates with your target audience.

Segment Your Database

Segmenting your database means dividing your email list into smaller groups based on specific criteria such as demographics, buying behaviour, or interests. This approach allows you to create personalised and targeted messages that are more relevant and engaging for each recipient. 

By sending tailored content, you increase the chances of conversion and improve customer satisfaction.

Moreover, segmenting your database helps you optimise your campaigns by providing insights into which segments respond better than others. You can analyse open rates, click-through rates, conversions, and other metrics to refine your messaging further.

Highlight Scarcity

Scarcity creates a sense of urgency and fear of missing out among recipients. This psychological principle can be used effectively in email marketing campaigns by highlighting limited-time offers or products running low on stock. Including phrases such as “Only five left in stock” or “Offer expires soon” can grab readers’ attention and encourage them to take action before it’s too late.

Test Copy Length

It’s natural for marketers to want to include as much information as possible in their emails, but lengthy content may not always be the best approach. Studies have shown that shorter emails tend to perform better regarding click-through rates. You can determine what works best for your audience by tailoring different copy lengths and your approach accordingly.

Include Colorful, Clickable Html Buttons

Another surefire way to increase click rates and engagement is by including colourful, clickable HTML buttons in your email campaigns. These buttons grab attention and make it easy for readers to take action.

The key to using HTML buttons effectively in email marketing is first understanding what action you want your readers to take when they open your email. Do you want them to visit a specific page on your website, sign up for a product trial, or purchase a new product? 

Once you have identified the desired outcome, design an eye-catching button communicating the next step. Use contrasting colours and bold text that encourages clicks.

Don’t Over-Complicate Your Email Design

Many marketers make the mistake of overcomplicating their email design to stand out. While a visually stunning email is the best way to grab attention, it can hurt your click rate.

Firstly, complex designs take longer to load, leading to inpatient recipients clicking away before seeing your message. Additionally, cluttered layouts and flashy graphics can make it difficult for readers to focus on your key messaging and call-to-action (CTA). Studies have shown that simple emails with minimal design elements perform better than those with over-the-top visuals.


Email marketing is essential for businesses to promote their brand and drive sales. However, emailing alone isn’t enough to boost your click rates. 

With the constant influx of emails in people’s inboxes, grabbing their attention and making them want to engage with your content is crucial. 

Was this article helpful? Let us know in the comments.


What affects email click rates?

Several factors affect email click rates, including the subject line, sender name, preview text, content relevance, call-to-action (CTA), design and personalisation. The subject line is the first thing recipients see when they receive an email. A well-written subject line can pique a recipient’s curiosity and entice them to open the mail.

Why is my click-through rate going down?

One common reason for a drop in CTR is ad fatigue. This happens when your target audience sees the same ads repeatedly and becomes tired of them. Advertisers should regularly update their advertisements with new creatives or messaging that resonates with their target audience to combat ad fatigue.

Is the click rate the same as CTR?

Click rate refers to the percentage of people who clicked on a link, button or image on a web page or email. Conversely, CTR refers to the percentage of people who clicked on a link compared to the number of people who viewed it.

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