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Improve CTR


With Apple’s recent iOS 15 update, email marketers are shouting “CTR!” from the rooftops. ?

?ICYMI: Apple’s new Mail Privacy Protection eliminated email pixel tracking, which threw accurate open rate tracking out the window.

It’s crucial to start focusing on your click-through-rate (CTR) instead of opens.

Creative ways to improve your CTR:?

?CTR Tip 1: Make ‘em curious.

Chief email marketing nerd, Chase Dimond, says improving CTR comes down to the basic principles of curiosity.

Be cryptic. Be vague. Be mysterious. ?

It’s crucial especially when launching new products, running sales, and special offers.

Curiosity starts with the subject line (and preview text). A curious subject line can be intriguing, funny, or just make someone go “huh?”

These brands nailed it:

  • “It’s Arrived.”  — Huckberry
  • “for your eyes only ?” — Chairist
  • “Quick favor?” — Jon Morrow
  • “10/10 would not wormhole again” — Recess

Once you’ve piqued their curiosity with the subject line, keep it going within the body of the email.

Examples ⤵️

A “mystery sale” email like this one from Charlotte’s Web is a great way to get people curious and clickin.

Will you get 15% off? Or 30%?… There’s only one way to find out!

Apple’s cryptic email about an upcoming “shopping event” crushes.

What’s happening on Friday? Are we invited? Can we bring friends?

Don’t include all the details… leave some out so they want to click!

This Tom Raffield email about a “secret project” with hidden clues gets us all kinds of murder-mystery excited. ?️

However, “In the Meantime, Explore Our Range” isn’t the strongest CTA for such a strong email.

We’d suggest hiding the clues behind a click for better CTR on this one.

? CTR Tip 2: Click to learn more:

Utilize this when sending content or directing to a landing page with more information.

It’s a classic move, but only works IF your copy is compelling and interesting.

Share a small portion of the content, or a summary of the top points, and ask the reader to click to read/learn more.

Examples ⤵️

Copyblogger’s email combines curiosity with the “click to learn more” tactic.

They start with a subject line that gets you intrigued. Even the way it’s formatted is interesting.

Once you open the email, they hook you with a personal message and just enough detail to leave you wanting more.

BOOM! by Cindy Joseph uses a straightforward summary approach.

They tell you exactly what you’ll learn in their post.

It doesn’t invoke a ton of mystery, but it could lead to a better CTR if it’s content the reader wants. Which it should be – if they’re segmenting their emails based on interest!

? CTR Tip 3: Ask for engagement.

Utilize this especially in post-purchase flows and welcome emails.

Improve CTR by asking your reader to engage.

  • Leave a review.
  • Fill out a survey.
  • Give feedback.
  • Tell us about yourself.
  • Confess your deepest darkest secret.

Not only will these improve your CTR, but they’ll also equip you with valuable information about your customers. Win-win!

Example ⤵️

Outdoor brand, Wildist, asks for a review.

It’s beautiful, simple, and explains why your review is so valuable.

They also sweeten the deal with a chance to be featured on their Instagram if you leave a review. #instafamous ?

?Other quick CTR wins:

  • Include a top navigation bar with site links, and a social share footer. This gives readers other opportunities to click without detracting from your main CTA.
  • Hyperlink all images. People ❤️ clicking photos.
  • Make your CTAs obvious (think big juicy buttons that scream “click me!”)
  • Send. Segmented. Emails. Sending the right people the right content makes them more likely to engage.

Want more email tips? Reply to this email and let us know. ?

Special thanks to our friends at Pilothouse for their insights on this topic.
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