Ways to Improve Email Click-Through Rates

March 26, 2012  |  Posted by PRO U  |  Tags: Entrepreneurship, Letters, Marketing  |  No Comments

Getting people to click the link in your email has everything to do with strong calls to action. Make it very clear a link is a link and the recipient needs to click on it.

Let people know what’s in the link. What should they expect to find on the other side? Why should they want to click on it? Why don’t they want to miss it? Be sure to build a lot of momentum around links and make it clear to your audience there is an action to be taken.

Put the link and its call to action at least twice in the body of the email, recommends PRO U’s Cherie Yvette. Don’t make people read your entire email before they see a link. Open with a link and then again at the very bottom. As you get close to the call to action, for those that read everything, you want to give them another opportunity to click.

Some marketers include a third link, like a P.S. Most important, make sure you give at least two opportunities to click and measure that click-through rate and make sure you’re getting a high percentage of people clicking.

Click-through benchmarks vary from industry to industry and the type of content you send. If you’re sending a lot more pull content, value-driven content, you’re going to get higher click-through rates.

If you do too much promotion and push content, you’re going to get lower click-through rates. There’s no metric to give you, but you do want to look for a decent click-through rate. It’s hard to say just what is decent. If you’re getting 5% click-through, which means people open your email but only 5% go to your link, that’s probably too low.