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Table of contents

The best call to action in email ideas

How to personalize your emails to increase engagement

The optimal number of links and buttons in emails

Ways to supercharge click-through rate

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How to increase click-through rates?

The leveraging click-through rate is critical to your email campaign’s success. But are you using every tool you have in your kit to increase click-through rate and maximize your return on investment (ROI)?


In this lesson, you’ll learn:

  • The best call to action ideas
  • How to personalize your emails to increase engagement
  • The optimal number of links and buttons to include per email
  • Ways to supercharge click-through rate

How to increase click-through rates?


The best call to action in email ideas

One of the most important parts of an email is the call to action or CTA. The call to action does exactly as its name suggests: grabs the reader’s attention and encourages him or her to perform a particular action now. In emails, a CTA is usually included in the form of a button or hyperlinked text that takes the reader to a landing page or website. Every email should contain a call to action – but how can you optimize yours? Here are some ideas:

  • Try only to include one call to action. If your email provides users with too many options, they may feel overwhelmed and abandon your email. By providing them with one call to action, they know exactly which link to click, leaving less room for confusion.
  • Try including your call to action in two locations. It usually makes sense to include the button at the bottom of an email – and after your reader has read most of the content – but including a CTA button at the beginning reinforces your offer. This also provides an opportunity for the reader to click on your CTA at the start of the email. We know many readers have short attention spans, and this way, you have the chance to grab them, even if they don’t want to read all of your content.
  • Optimize your CTA design. Try using a large, prominent button that stands out from the rest of your content. Also, try using a contrasting color that stands out from the rest of your design. Use ample white space around the button to draw the eye.
  • Use strong, action-oriented words – and test, test, test! You never know which CTA will be your best performer, and testing frequently is the only way you can find out. But here are some examples of strong, persuasive CTAs you can try to start:
  • Start Now
  • Act Now
  • Yes! I Want One
  • Order Now
  • Don’t Delay! Save Now!
  • Get 50% Off Now!
  • Claim Your Spot
  • Learn More
  • Watch Now
  • Get Results Now
  • I’m Ready Now

How to increase CTR in emails?


How to personalize your emails to increase engagement

Not all of your subscribers are the same – so why should all of your emails be the same, too? Personalization is a great way to increase engagement, and there are several ways you can make your readers feel a little more special (beyond just including their name in the subject line).

  • Target based on engagement level. Instead of sending one mass email to all of your customers at once, segment them out based on specific criteria – for example, order size or buying frequency. Then you can customize the content to fit their needs. (For example, you can reward loyal, long-time customers with exclusive deals and incentive new customers with special coupons).
  • Provide personalized recommendations. You’ve been collecting data on your subscribers all this time. Why not put it to use to customize offers for them? Suggest products they might like to buy based on past purchases or remind them of items they may have left in their cart.
  • Anticipate your subscribers’ needs. Send emails that stay ahead of what comes next. Should a user be running out of a product by now? Is their subscription ending? Send them an email prompting them with a reminder, so they don’t have to remember everything on their own. Make their lives easier, and they’ll be more likely to engage with your emails now and in the future.

How to improve CTR


There isn’t a magic number for how many links and buttons to include per email. It’s all about finding the right balance that works for you and your subscribers. In general, you don’t want to overwhelm your readers with so many links or buttons that they don’t know where to click, and they abandon your email altogether.


If you need a place to start, try here: one or two CTA buttons with no more than two to three additional hyperlinks. From there, test as many combinations of buttons and links as you need until you find the optimal combination that works for you!


Ways to supercharge click-through rate

Using a combination of these methods, you can do more than just increase the click-through rate – you can start to create anticipation around your email campaigns. But there are also some other tips to remember as you create your email campaigns – no gimmicks or tricky tactics required.

  • Be useful. Create meaningful content that people want to read, and they’ll come back for more.
  • Talk to people, not subscribers. Remember, your list is comprised of real people. Talk to them like they’re humans, not just numbers on a list, and you can start to create more authentic relationships with your readers.
  • Be trustworthy. Do what you say you’re going to do. Follow through on your promises. Don’t sell subscribers’ information. Don’t use any shady sales techniques.
  • Reward your readers. Show people love for their loyalty. Whether it’s exclusive information, deals, or coupons, let your subscribers know that you deeply appreciate their time, money, and interest.


Mastering the click-through rate visibility What is click-through rate? What is click-through rate? You can use many metrics to measure your email campaign’s success, but the click-through rate is one of th... Read more » is essential to your email campaigns' success, but it’s within your reach with these tools and tips. 


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