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:?

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?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 ⤵️

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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.

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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 ⤵️

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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.

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

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