4 tips to increase the click-through rate of your email campaigns

Metrics are always one of the most used tools by marketers to analyse the results of email marketing campaigns and to have an overview of the performance of the strategy. The open rate, click-through rate, conversion rate... are usually the most analysed and valued. In fact, we have already given you some tips on how to improve and increase the opening ratebut in this case, we will focus on what actions we can take in order to increase the Click Through Rate of your email marketing campaigns:

1- Carry out a study of the heat map of our email campaigns

One action we can take is to study/evaluate the campaigns we have sent so far. Analyse the heat map of these and see if we can draw any relevant conclusions. In the heat map we will see which areas of the email are most clicked by users. From here and from the conclusions drawn, we will know how we can better organise the structure of the email and its contents for future campaigns. For example, if we want to include a banner with a discount and we are unsure of its location, through testing and the heat map, we can see where it is more interesting to place it. 

We could summarise this point in three simple steps: test, analyse the heat map and implement the conclusions drawn. 

2- Personalise the content of the email

The secret to ensuring that the campaigns we send to subscribers are really relevant to them is personalisation. Each user has different needs and concerns and precisely for this reason we must make an effort to get as close to them as possible. The more personalised and relevant the content of our emails is, the more chances we will have to generate interest in the recipient and thus increase the click-through rate. In this case, we offer two options/examples of how to personalise the content:

• Including products visited by the user: We can include a section with products that the subscriber has recently visited in the brand's e-commerce. Their visit indicates that they have, to a greater or lesser extent, an interest in that product and that if we include it in this section they may be encouraged to return to take a look at it and end up buying it.
• Including complementary products to one already purchased by the user: In this case we would include a section showing products that are complementary to any that the subscriber has previously purchased, whether from the same collection, of the same style, that are usually purchased together, etc. Here we would be making use of the famous tactic known as cross sellingThe campaign is very effective in generating conversions and, in this particular case, clicks.

* We leave you with this post that goes into much more detail on product recommendations: How to increase click-through rates with product recommendations.

3- Include subscriber benefits

Special offers, discounts, free shipping, gifts... any benefit will always be a plus for the user to take action and click to purchase a product or service and take advantage of this benefit. What's more, if we add a message of urgency or countdownIf you do this, you will increase the call to action even more. For this reason it is interesting to include, from time to time, some kind of incentive that captures the user's attention and triggers clicks.

4- Visible and easily clickable CTA's

It seems very obvious, but we can't miss it, especially in the mobile version. CTA's and their respective buttons must be visible and easily clickable. The user should have no problem clicking and recognising the call to action. It is interesting to place more than one CTA throughout the email and even repeat them. In this post we give you some tips on how to optimise CTAs correctly.