First, Let’s Clear Something Up…
Click rates are not the most important metric in email marketing.
Yes, they matter. But clicks ≠ cash.
Some brands with 0.5% click rates are printing money. Others with 2%+ click rates are struggling to convert.
If your emails aren’t turning clicks into sales, the click rate is just a vanity number.
That said, clicks do help. They signal interest, improve deliverability, and lead to sales when combined with strong targeting and good user experience.
Here’s how to boost your click rates the right way:
1. Tighten Your Segments
Stop blasting every email to your entire list. This burns out your audience and reduces clicks.
Instead, send emails based on:
- Recent engagement (e.g., opened in the last 60 days)
- Products viewed or purchased
- New vs. returning customers
The more relevant the email, the higher the click-through rate. Start with a 60-day engaged segment—it works.
2. Make Your Buttons Big and Clear
Your buttons should be:
- Obvious
- Above the fold
- Hard to miss
If your grandma can’t quickly find and click your CTA, it’s too subtle. Use bold colors, strong contrast, and direct language like:
- “Shop Now”
- “See Best Sellers”
3. Place Your Main Button Above the Fold
Don’t hide your call to action at the bottom of the email. Most people won’t scroll—they glance quickly and move on.
Put your main button front and center, immediately visible upon opening the email. Make it easy to click without scrolling.
4. Give Every Product Its Own Button
Featuring multiple products in an email? Each product should have its own direct button link.
Avoid sending subscribers to general category pages. One product = one button. Every time.
Lower friction equals higher clicks.
5. Always Include a “Shop All” Button at the End
Not every subscriber will want the featured items. Include a catch-all button at the end of your email:
- “Shop All”
- “Browse Everything”
- “Explore the Collection”
It’s a safety net that grabs extra clicks.
6. Add Category Buttons to Your Footer
Use your email footer strategically by linking to:
- Best Sellers
- New Arrivals
- On Sale
- Gift Guides (seasonal)
Some subscribers scroll to the bottom looking for something that interests them—don’t waste this space. These footer links often deliver strong click-throughs with minimal extra effort.
Final Thought
Improving your click rates isn’t complicated. Start with:
- Clear segmentation
- Simple, visible buttons
- Logical layout
- Multiple clickable options
Remember, clicks only matter if they convert to sales. After improving your emails, optimize your landing pages for better conversions.
If you need help improving your email marketing results, feel free to contact us.