Articles on: Deliverability

How to Increase Email Click Rates


Email click rates allow you to measure engagement and grant you insight into how often recipients click the links you send. There are many reasons why email click rates may decline over time as you send workflows and campaigns.

In this article, you will learn what an email click rate is and how to boost your email click rates. 

What is an email click rate?

Email click rate is the percentage of people that clicked a link in your email out of the people that received your email. This should not be confused with click-through rate (CTR) which measures those that clicked your email divided by those who have opened that email.

The formula for email click rates is shown as follows:

Email click rate = The number of people who click your email / The number of people who receive your email

In AVADA, you can find the email click rate in:

- The Overall Analytics section from the dashboard

- The Reports section from the dashboard

- Each report in live automation workflows/ campaigns

For more information, read our guide on How to Use AVADA's Reports.

Why do email click rates matter?

The more people click your emails, the better your deliverability will become. Hence, this informs inbox providers that your content is wanted and valuable to recipients, often leading to better inbox placement.

Click rate is also a great indicator of whether or not your email content resonates with your audience. When email click rates rise, it is a sign that you are sending content that recipients want to receive. Whereas, when it falls, you should look for where to improve in your messaging going forward.

How to increase email click rates

Some best practices to help you increase email click rates include:

- Segment your audience

- Match subject lines to email content

- Optimize links

- Incentivize customers

- Ensure that emails render for all recipients

1. Segment your audience

Sending to engaged segments is an essential step to improving your deliverability and open rate. That being said, if your email content doesn't interest those who open, then they may not take that crucial next step of clicking the link provided.

One way to boost your click rate is to further expand upon your engaged segments. Add conditions around your customer's location, interest, characteristics, and more to target your messaging. You can tailor what content goes to each audience, making sure that you always send to people who are most likely to click into your emails.

For instance, if you create a campaign informing customers of a new store opening, then you will want to specifically target a location-based segment - in this example, subscribers in New York.

In a similar vein, you may target specific contact behavior, like target VIP customers with exclusive deals or promotions. The possibilities for targeted marketing are endless when you employ segmentation. For more information, head to our guides on Segments.

2. Match subject lines to email content

Email subject lines play a vital role in getting people to open your emails. However, email subject lines should not only entice recipients to open, but should also inform them of the content of your email.

If your subject lines are misleading, then people who open the message may not continue to click a link. On the other hand, if your subject lines don't adequately convey an incentive or piece of information you are offering, then recipients may not even open, and thus will not click your email.

For subject line strategies, head to our guides on:

- How to Write The Best Subject Lines for Open Rates?

- The Guide for Email Subject Line Testing

Links are considered the backbone of click rate because, without a link, there is no click. Be strategic with where and when you add links, emphasizing them so that they can be easily found in your emails. You should also make sure that your emails are optimized for desktop and mobile so that links do not render poorly on either device.

When adding links to emails, include a clear call-to-action (CTA) that explains why someone should click your link and what it will lead to. For instance, as a flash sale CTA will direct customers to your sale (e.g., "claim your coupon" or "shop our sale"). You can likewise link out to product recommendations, new collections, or a navigation bar for your website, among other things.

Some CTA best practices include:

- Start with an action verb. Action verbs can grab a reader's attention and direct them to what action needs to be taken. When creating a CTA, start your phrase with a verb to immediately ground subscribers on a particular goal. Some examples of how your CTA may start include: "Shop Now," "Learn More," "Get Started," etc.

- Ensure that no links are broken or lead to the wrong destination. Broken links can confuse and frustrate subscribers, leading them to not click your emails, or even worse, to mark them as spam or unsubscribe. Always ensure that your links are valid before sending or scheduling emails to avoid this.

- Design your CTA and links to stand out. It is best practice to use buttons in AVADA to direct customers to click a link. You can also use larger fonts or colors to guide a reader's attention. That being said, only emphasize what is most important. This makes sure that you do not distract from your main CTA and clickable content.

4. Incentivize customers

Incentives, such as flash sales, free shipping, buy-one-get-one offers, and many more, are an excellent way to boost your click rate. Incentives encourage recipients to open your email in the first place, and the link to obtain the incentive will boost click rates, conversions, and revenue.

If you recently increased the price of your products/ services or offered fewer discounts, a drop in incentives may translate to a decline in clicks. Alternatively, if customers find themselves receiving too much of the same incentives, they may be less likely to click into your emails. So, be strategic with these offers and avoid the same content to the exactly same groups of people. Instead, keep them engaged with your new collections and creative content, and use segmentation wisely.

5. Ensure that emails render for all recipients

Always account for desktop versus mobile layouts for your emails. If there are rendering issues on either layout, then customers using one device-type are less likely to click in your emails.

A decrease in click rates may also signal that your recipients are experiencing slow email load times or clipping. For instance, Gmail clips emails that are greater than 102 KB in size. Be aware of this and adjust your email design accordingly.

Updated on: 29/08/2021

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