Email Marketing Metrics – Round Two: Click Through Rates


Ding ding ding! It’s round two of our riveting series ‘Email Marketing Metrics’.

In round one, we took a look at open rates and how you should be improving them. Now, we offer you trade secrets on how to ensure your audience is clicking through once you’ve got them to open your emails.

Don’t say we don’t give you anything…

1. Firstly, take a look at our last article…5 Things You Can Learn

…. on email open rates! Frankly, if your emails aren’t being opened, then you have no chance of improving your click through rates. This could be for a number of reasons: your subject lines are lousy; your email marketing lists are out of date or poor quality; or you’re not measuring your data.

2. Be future proof

Like most websites nowadays, being responsive on all devices, from mobile to desktop to tablet, is vital for engaging customers and visitors, ensuring that they can buy, browse, and use your site with ease across all platforms. And it should be no different for emails. Click through rates are greatly increased when a user can view your email successfully on their mobile device. In fact, according to Litmus, more email is read on a mobile device than on a desktop. So get future proof and get responsive.


Evaluate your calls to action. Less is most definitely more when it comes to tempting your audience into clicking through. Choose exactly how you’re going to seduce them; whether you’re offering them something, or you want them to sign up, or even just to contact you, you must stick to one option and one option only. Don’t confuse your audience, because they certainly won’t thank you for it.

4. Eat a lot of chocolate

We can hear the baffled expressions on your faces. What we’re trying to say (a little stupidly, we’d agree) is that relevancy is key. Ensure that you are using your databases and email marketing lists effectively and efficiently. Send emails to people that should respond appropriately. Find your audience and stick to it until something stops working and then make yourselves relevant again. And eat a lot of chocolate until you feel better about your click through rates, if that’s what floats your boat.

5. Test, test, and test again

Take the above and apply it to your email marketing campaigns, but make sure that you test and measure the results. We can only learn from the mistakes that we make, so if your call to actions seem to be lacking, then test them against another set of call to actions. Find the most effective method for you and constantly test it to ensure your click through rates are the best that they can be. And then, you can simply watch the clicks roll in.

About the Author

  • John Keating

    Founder and Managing Director of Databroker, John Keating lives and breathes the world of marketing lists and data. Based in Cheshire, John helps businesses win more customers and get better sales results through data and direct marketing expertise. With coffee running through his veins, he enthusiastically battles each day, boosting one direct marketing campaign at a time and driving Databroker onwards. Hates: Buzzwords and waffle, the words “passionate”, “solutions”, “synergy” and website pictures of limes, seedlings or the blonde with the headset on; she doesn’t work there. Loves: All things data but more importantly his dog, Manchester United, the stars, Thailand and his wife (NB: there is no order to that list…) You can connect with John on LinkedIn or Google+


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