{"id":53001,"date":"2022-09-13T09:57:16","date_gmt":"2022-09-13T13:57:16","guid":{"rendered":"https:\/\/www.litmus.com\/?p=53001"},"modified":"2025-01-22T13:41:17","modified_gmt":"2025-01-22T18:41:17","slug":"increase-email-ctr","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/increase-email-ctr","title":{"rendered":"How to Increase CTR in Your Email Marketing Efforts"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_495b6c1228e1522daa6edff9498746d5\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p><span style=\"font-weight: 400\">Email marketing is foundational to any strong marketing strategy. It\u2019s often the first communication people receive from your brand and it continues to build rapport throughout the customer journey.<\/span><\/p>\n<p><span style=\"font-weight: 400\">But getting in front of subscribers isn\u2019t enough. They need to be engaged with your messaging and compelled to click and take action. Knowing how to measure and increase your CTR not only improves your email campaign performance, but keeps subscribers coming back for more.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Read on to learn about why email click-through rates are important, how to increase CTR with <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/conversion-centered-design-email\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">best practices<\/span><\/a><span style=\"font-weight: 400\">, and ways to improve them with each send.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400\">What is email click-through rate?<\/span><\/h2>\n<p><span style=\"font-weight: 400\">Email click-through rate is the measurement of how many people clicked on a <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/click-tap-and-touch-a-guide-to-cta-best-practices\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">call-to-action<\/span><\/a><span style=\"font-weight: 400\"> (CTA) in an email This can take form as hyperlinked text or imagery. It is calculated by dividing the number of clicks by the number of emails delivered.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Keep in mind, the formula may vary slightly depending on your email service provider (ESP). Some ESPs use unique clicks to determine email CTR while others count all clicks, which could include the same recipient returning for a second (or third) time.<\/span><\/p>\n<h2><span style=\"font-weight: 400\">What is a good email click-through rate (CTR)?\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400\">There isn\u2019t a set email click-through rate you should strive for. The average across all industries is <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/34132\/how-to-improve-email-clickthrough-rate-by-583.aspx\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">2.9%<\/span><\/a><span style=\"font-weight: 400\"> but, that can vary dramatically across verticals.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">To assess your email click-through rate\u2019s success, you should also consider other factors like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Email click-through rate benchmarks in your industry<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Comparing to campaigns with similar objectives and CTRs<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">The size of the audience you are targeting<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Email campaign budget<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">The best measure of success is tracking your own campaign performances and progress over time. By setting and measuring benchmarks your brand deems valuable, you can optimize your strategy accordingly.<\/span><\/p>\n<h2><span style=\"font-weight: 400\">Why is it important to increase your email CTR?<\/span><\/h2>\n<p><span style=\"font-weight: 400\">Once you know how to calculate email click-through rates and have set the appropriate benchmarks for your campaigns, you can start evaluating what\u2019s working\u2014and where you can improve.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Depending on your goals, increasing your email CTR may require small tweaks for big gains, while others may involve a complete overhaul. The important thing to remember is to continuously measure, evaluate, learn, and apply that information to the next campaign.<\/span><\/p>\n<h2><span style=\"font-weight: 400\">How to increase CTR in emails<\/span><\/h2>\n<p><span style=\"font-weight: 400\">Historical campaign data is the first step to improving email click-through rate. This should be parsed according to similarities in campaigns such as KPIs, audience size, and overall goal. From there, you can begin to examine ways to improve performance with each send.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">You can then break down your CTR analysis by three key components: 1) audience, 2) email content, and 3) <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/foundations-of-email-design\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">design and layout<\/span><\/a><span style=\"font-weight: 400\">.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Next, we outline ways to improve in each area to maximize your efforts and effectiveness.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400\">Audience<\/span><\/h3>\n<h4><span style=\"font-weight: 400\">Data hygiene<\/span><\/h4>\n<p><span style=\"font-weight: 400\">Your audience can hold a wealth of information about your email campaign performance\u2014or lack thereof.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Regularly checking your subscriber data and <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/data-hygiene-your-email-marketing\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">data hygiene<\/span><\/a><span style=\"font-weight: 400\"> requires discipline, governance, and proactivity with teams (and vendors) across your organization. But, it can pay off in dividends when it comes to email click-through rates and overall email performance.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Poor data hygiene can lead to poor <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-personalization-from-engagement-to-conversion\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">engagement<\/span><\/a><span style=\"font-weight: 400\">, <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-deliverability-facts\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">deliverability<\/span><\/a><span style=\"font-weight: 400\">, CTR, and <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/email-marketing-roi\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">return on investment (ROI)<\/span><\/a><span style=\"font-weight: 400\">\u2014none of which you have to risk. <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-list-hygiene-how-to-build-a-clean-email-list\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">Inaccurate data<\/span><\/a><span style=\"font-weight: 400\"> can also cause you to lose your subscriber\u2019s attention long before they consider engaging.\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400\">Audience engagement\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400\">If you aren\u2019t sending relevant content to the right audience, at the right time, you\u2019ve already lost the battle. In a world of overflowing inboxes and minimal attention spans, you have a finite amount of time to garner attention and drive action.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">In addition to measuring email click-through rates, take a step back and look at other <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-email-metrics-marketers-measure-and-the-ones-they-should\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">metrics<\/span><\/a><span style=\"font-weight: 400\"> that will give you more insight into your audience and the content they are wanting to create\u2014also known as <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/audience-first-communications-strategy\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">audience-first communication<\/span><\/a><span style=\"font-weight: 400\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Some questions to ask to help hone in on your focus:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Are people opening your email?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">How much time are they spending once it&#8217;s open?<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Is your CTA easy to see and understand?<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Does your audience need to scroll to find your CTA?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">Taking the time to analyze each of these can help uncover underlying hurdles and help you create stronger CTAs that are not only appealing, but prompt users to take action.<\/span><\/p>\n<h3><span style=\"font-weight: 400\">Content<\/span><\/h3>\n<h4><span style=\"font-weight: 400\">Subject lines and preview text\u00a0<\/span><\/h4>\n<p><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/subject-line-tests-and-tips\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">Subject lines<\/span><\/a><span style=\"font-weight: 400\"> are the start of subscriber engagement\u2014they get your subscribers to take action and open. That\u2019s why testing and refining them can be a catalyst to drive readers to want to learn more and click for next steps.<\/span><\/p>\n<p><span style=\"font-weight: 400\">But like most things, what works can vary based on your audience. Your subject line needs to stand out in a busy inbox and win coveted email opens, ultimately boosting your email click-through rates.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">An important thing to remember: subject lines don\u2019t work alone. <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-little-known-preview-text-hack-you-may-want-to-use-in-every-email\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">Preview text<\/span><\/a><span style=\"font-weight: 400\"> and subject lines work together to present a complete (and compelling) message.<\/span><\/p>\n<p><span style=\"font-weight: 400\">To increase your email CTR, avoid using repetitive messages or phrases in your subject line and preview text and write them to support one another. Continue to test combinations of both in comparison with your CTR rate to measure their impact and determine the winner.\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400\">Email personalization and segmentation<\/span><\/h4>\n<p><span style=\"font-weight: 400\">People want to be understood\u2014and what better way to show subscribers they\u2019re seen and heard than by customizing your messaging through <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/combining-segmentation-and-personalization\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">segmentation and personalization<\/span><\/a><span style=\"font-weight: 400\"> to address their needs.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Demonstrating you truly know and understand customers shows them you value their business and want to improve their experience. This also shortens their path-to-purchase and improves your email campaign ROI. Customizing the experience through tailored CTA messaging, product offerings, or special offers can help increase <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-personalization-from-engagement-to-conversion\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">conversions<\/span><\/a><span style=\"font-weight: 400\">.<\/span><\/p>\n<h3><span style=\"font-weight: 400\">Design and layout<\/span><\/h3>\n<h4><span style=\"font-weight: 400\">Email rendering<\/span><\/h4>\n<p><span style=\"font-weight: 400\">Email rendering verifies that your email will display correctly for any reader, regardless of email client, web client, or device they use to read your message. If your email isn\u2019t showing properly, you not only have a bad user experience, but the likelihood of someone finding (and clicking) on your CTA goes down significantly.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">With more than <\/span><a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/why-is-email-rendering-so-complex\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">300,000 different potential renderings<\/span><\/a><span style=\"font-weight: 400\"> for an email, you need to ensure you&#8217;re testing every email sent. This helps reduce costly mistakes and boosts visibility\u2014and clickability\u2014for your email CTA.<\/span><\/p>\n<h4><span style=\"font-weight: 400\">Design considerations<\/span><\/h4>\n<p><span style=\"font-weight: 400\">While most email marketers know a great-looking CTA <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/a-guide-to-bulletproof-buttons-in-email-design\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">button<\/span><\/a><span style=\"font-weight: 400\"> does not translate to more clicks, considering key steps when creating your email CTA highlights the value of what happens beyond the click.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Make sure you <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/click-tap-and-touch-a-guide-to-cta-best-practices\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">design CTAs<\/span><\/a><span style=\"font-weight: 400\"> with the following in mind and refer back if you\u2019re in need of ways to increase conversions:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Consider what you want the audience to do <\/b><span style=\"font-weight: 400\">and why they should do it<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Use language that is direct<\/b><span style=\"font-weight: 400\"> so readers know how to interact<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Design for all reading environments <\/b><span style=\"font-weight: 400\">and adjust the size, placement, and language to reflect changes. Mobile readers should have smaller CTAs and be asked to \u201cTap here\u201d to continue to learn more<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Be aware of how many CTAs are included<\/b><span style=\"font-weight: 400\"> in the email and test to find the right balance\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">Testing (and retesting) design options not only help you increase CTA performance, but also gives you <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/customer-data-management-guide-for-marketers\" target=\"_blank\">customer insights<\/a> into what they would like to see more of for your brand. Relying on email campaign performance data will help you deliver value\u2014beyond the inbox.\u00a0<\/span><\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"post-cta-buttonblock_b8fd71c032ce0427beb7c59b7f248192\" class=\"block-post-cta-button mt-5\">\n  <div class=\"container px-0\">\n    <div class=\"row\">\n      <div class=\"blog-post-cta-button-wrapper col-12 col-lg-10 mx-auto p-4 d-block d-lg-flex align-items-lg-center align-items-start\">\n\t\t  \t\t  \t\t  \t\t  \t\t  \t\t  <div class=\"blog-post-cta-button-icon col-2 float-start mx-auto float-lg-start float-none background-white d-flex flex-column justify-content-center align-items-center text-center\">\n\t\t\t  <img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/07\/blog-cta-buttons-insights.svg\">\n\t\t  <\/div><!--blog-post-cta-button-icon-->\n\t\t  <div class=\"col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0\">\n\t\t\t  <h2 class=\"h-sm\"><strong>Dig deeper than the data your email platform gives you<\/strong><\/h2>\n\t\t\t  <p>Go beyond opens and clicks with Litmus Email Analytics. Better understand your audience and the performance of your email campaigns.<\/p>\n\t\t  <\/div><!--col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0-->\n\t\t  <div class=\"text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0\">\n\t\t\t  <a class=\"btn btn-primary\" rel=\"noopener\" target=\"_blank\" href=\"\/email-analytics\/\">Learn more<\/a>\n\t\t  <\/div><!--text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0-->\n\t\t  \t\t  \t\t  \t\t       <\/div><!--blog-post-cta-button-wrapper-->\n    <\/div><!--row-->\n  <\/div><!--container-->\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Do you want to engage more prospects and customers in your email marketing efforts? Read our blog to learn tips on how to increase CTR in your emails.<\/p>\n","protected":false},"author":37,"featured_media":52998,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[10249,10269,478,206,381,10264],"blog_category":[10305],"class_list":["post-53001","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-click-through-rate","tag-conversion-rate","tag-design","tag-dynamic-content","tag-personalization","tag-subscriber-experience","blog_category-email-marketing-performance"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to Increase CTR in Your Email Marketing Efforts - Litmus<\/title>\n<meta name=\"description\" content=\"Do you want to engage more prospects and customers in your email marketing efforts? 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