Did you know that the average click-through rate is 14.1% However, for high-performing email campaigns, this rate should be between 20 and 30%.
If your subscribers don't click the links in your emails, it's hard to convert them. So how can you encourage them to visit your links?
Find out now 6 techniques to increase your email click-through rate !
1. Identify high-performing content
Before taking action to increase your emails' click-through rate, you should review your past campaigns. Start by analyzing the results from the last six months. To help you, you can ask yourself the following questions:
- Which emails generated the most interest?
- What responses did you receive to transactional emails, marketing offers, and newsletters?
- Among your offers and newsletters, which emails had the highest click-through rates?
- Does your audience click on CTAs placed in images or in text?
It's essential to compare your emails with each other before modifying them to achieve better results.
Also readi: 6 tips for a successful order confirmation email
2. Properly position the call-to-action
The placement of your call-to-action (CTA) plays an important role in the click-through rate. The best position will be determined by A/B testsAs always, every audience is different! The idea is to get to know your audience to improve traffic from your newsletters.
However, to get your testing off to the best start, put these basic best practices into action:
- Place the CTA to the right of the text since we read from left to right.
- Place the call to action above the fold to catch the attention of readers who won't scroll through your message.
- Place the CTA at the top of the email, and also at the bottom. Some recipients will need to read your content before clicking the link.
- If your emails are mainly read on mobile, place the call to action in the top-left corner to prevent it from being cut off on some smartphones.
Also read : 7 tips to grow your micro or small business with email marketing
3. Use directional cues
Directional cues guide your prospect's attention. These can be calls to action as well as images, videos, or customer testimonials. These cues fall into two categories: implicit and explicit.
Implicit cues are subtle and often go unnoticed by visitors. They take the form of white space and color contrast. With white space, your subscribers have fewer elements to focus on and are forced to look around, particularly at colorful visuals. Using contrast, you can encourage the reader to pay attention to a specific area.
Explicit cues, on the other hand, are made up of arrows or buttons. You can't miss them!
4. Create urgency with a P.S. section
Fewer than 16% of your subscribers read the content of your emails word for word; the rest merely scan them. Knowing that all important information will be at the end, they first look at the last lines of your email.
With a postscript section at the bottom of your content, you can summarize your email and create urgency with a highly persuasive message. The urgency factor can be a deadline, a limited number of items, a gift for first orders… The important thing is to add a link immediately after announcing the urgency to increase clicks.
Also read : 7 tips to reduce the size of your email campaigns
5. Score using email addresses
This technique allows you to obtain more in-depth data about your subscribers.
The scoring of your newsletter subscribers consists of examining each email address to assign it a score. Based on a contact's levels and activity history, you can predict the likelihood that they will click the links in your emails.
A low score indicates the address is inactive and therefore unlikely to respond. The higher the score, the more you can focus on those contacts and re-engage them with targeted campaigns. Result: the click-through rate in your emails increases!
The marketing automation tools generally offer a lead scoring system.
6. Use dynamic content
With dynamic content, you take your email personalization to the next level. You tailor content based on your customer segmentation.
Since you use personal data, your emails become more impactful for the recipient. If you send content that matches their needs, they will want to click. They will want to discover the product, service, or blog post that meets their expectations.
The more relevant the content is to your reader, the more likely they are to click.
Thanks to dynamic content, a well-placed CTA, and a well-executed approach, you can get the most out of your campaigns and increase the click-through rate. Always remember to analyze your emails to identify the links that generate the most traffic. The goal is to refine your campaigns with each new send!
Our advice
Can't reach your target with your newsletters? It may be a deliverability issue. Follow the advice in our white paper to improve your deliverability or hire a email marketing expert !
