You may want to share everything you see this week with your client base, but sending too many emails can be boring your customers, and they will stop opening your emails. Big emails can also be boring, so much so that Google’s Gmail unceremoniously cuts off long emails in the middle of them. And what do you think is going to happen to your email’s click-through rates if you do either of these things?

Instead, why not try some of these tips to increase click-throughs in your emails? Here are some ideas:


  1. Come up with a provocative question, and only answer it if somebody clicks through to your website. What’s the sneaky tip that this stay-at-home mom used to lose 30 pounds? Want to know how to increase your email click through rate? Ask questions – whether in the subject line or the email – and give the answers, but only at your website. You can also do cliffhanger questions like “You could double your email response rates if you.…” Just don’t give the answer in the email itself.
  2. Don’t share full articles in the email. If you include entire articles in your emails, then why does somebody need to click through to your website? On the other hand, putting a boring headline, and only the first three or four words of the article, won’t attract people, either. Instead, include a snippet that will whet people’s appetites.
  3. Don’t just put a call to action at the bottom. You can sprinkle multiple calls to action throughout the newsletter, with one right at the top. Maybe your customers just want to buy something on sale, as advertised in your email. Make it easy for them to get out their wallets by putting a call to action above the fold in your email.
  4. Test multiple emails at the same time. Do not feel as if you must send the same emails to everyone. Why not test out a variety of emails, and see what works? Testing two or three emails at the same time is best; you don’t want to make things too complicated. Try different things, and then check your open rate and click-through rates. And keep track of what you discover. Click here for good tips from Benchmark on how to do the testing.
  5. Tie emails to holidays and current events, but be careful. If you sell pork ribs, National Pig Day (March 1) is something you can do a great tie-in to, and show relevancy to your business. The same goes for things like football championship games. But needless to say, you don’t want to send a pork rib email out with a Passover or Good Friday theme. Don’t be afraid to try new things, but also use common sense. When in doubt, don’t.

作者 Robert Weil

Robert Weil is President of Blue Fly Web Marketing, a leading performance-based conversion optimization and digital marketing company based in Brooklyn, NY.