How to increase the click-through rate of your newsletters

Click-to-open rate vs. click-through rate

Closely related is the CTR (click-through rate). This KPI indicates how many recipients of your newsletter clicked on a link in it. The difference between click rate and CTR is that CTR considers clicks independently of the open rate.

Both are helpful metrics in email marketing that enable you to draw various conclusions and point out potential in different areas. If you want to optimize your newsletter so that it interests recipients and encourages them to interact, the click-through rate is much more meaningful. The CTR, on the other hand, is more important for the overall success of your emails.

The click-to-open rate as an effective click rate

Comparing the click-to-open rate (effective click rate) to the open rate has a significant advantage: it allows you to compare metrics from different newsletters much more effectively than CTR. After all, CTR fluctuates depending on the open rate and delivery rate: if deliverability is poor, for example, the CTR will drop, but not necessarily the click rate. This is because the effective click-through rate is adjusted for these fluctuations, as the open rate serves as a fixed point. It is a relative click-through rate that you can use to optimize your newsletter content.

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While a good open rate indicates that the newsletter has piqued the interest of your recipients, a good click-through rate is a sign that the content is compelling.

Difference between total click rate and unique click rate

The unique click rate indicates how many recipients clicked on a link. In contrast to the total click rate, this tells you how many recipients of your newsletter you were able to entice to click. The click-through rate itself indicates how often all recipients clicked on a link. This makes the unique click-through rate the more accurate click-through rate for your newsletter if you want to exclude very active recipients from the equation.

Email marketing tools can be used to analyze the click rate (in this case, the click-through rate) in comparison to average values, for example.
(Source: Mailchimp screenshot)

#1 Segment the recipient list

With the scattergun approach, you will reach individual customers much less effectively than if you make an effort to send emails tailored to your target group. Countless characteristics of your buyers help you to offer relevant content for each of them. This has a positive effect on open and click rates and ultimately increases the conversion rate. You also reduce the unsubscribe rate and increase the overall satisfaction of your customers. Even though segmentation is more time-consuming, it pays off.

You can also turn this around and use segmentation to send emails only to recipients on your list who are likely to be interested in the content. Read the case study to find out how Ex Libris used this tactic to automatically match newly released books with potentially interested customers, resulting in a 10x increase in email sales in their online store.

Based on the product, Ex Libris selects suitable recipients, who are the only ones to receive an email about the new product release.

#2 Use trigger-based workflows

With emails that reach your recipients at just the right moment, you can increase customer satisfaction, make compelling cross-selling offers, or win back customers. But it's impossible to manually send an email to everyone whenever a relevant event or date occurs. The solution to this is trigger-based workflows that are automatically triggered by certain events. This allows you to surprise customers with personalized birthday emails, welcome new newsletter recipients with a voucher, or specifically target existing customers.

#3 Personalize your approach and content

Personalized messaging in emails has become almost standard practice. It is one of the easiest tips to implement for your e-commerce newsletter. But it's even better to send personalized content as well. You can do this, for example, by displaying personalized product recommendations that match the personal interests and individual preferences of each recipient. This ensures that your emails are more relevant to each customer, making them more valuable. Users will open them more often and perceive them as a service when they learn in the email, for example, that a favorite product they have viewed is currently available at a reduced price in their size. This strengthens customer loyalty—not to mention that relevance is always good for the conversion rate.

Personalized emails ensure relevance and can lead to increased click-through rates for newsletters.
(Source: Screenshot of email from goertz.de)

#4 Optimize for mobile devices

One of the most important email marketing tips is that you should always optimize emails for viewing and reading on mobile devices. Otherwise, you'll be wasting valuable potential. A recipient who is interested in your newsletter and opens it will be frustrated if they cannot read it properly on the go. They will not click on your offers and, in the worst case, may even unsubscribe from your mailing list. With the growing number of emails being accessed on smartphones, you can no longer afford to ignore this and should adapt your design accordingly.

#5 Stick to a single CTA

A good call-to-action often makes a difference of several percentage points in click-through and conversion rates. However, constantly changing it reduces the recognition value of your newsletter and distracts your readers unnecessarily. Therefore , useA/B testing to find the CTA that your recipients respond to best and use it consistently. You will see that this has a positive effect on click-through rates and your sales.

#6 Choose the right images

The importance of visual elements in newsletters is often underestimated. However, you can appeal to customers on an emotional level more effectively with images than with text. That's why choosing the right images is crucial for success. Choose them carefully and avoid meaningless photos wherever possible.

#7 Give your most convincing arguments enough space

Not only do you need to formulate your arguments and offers, but you also need to make sure there is enough white space. Many of your recipients do not read your emails thoroughly, but scan them for content that is relevant to them. White space allows you to draw attention to the right information.

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#8 Be creative and find new ways

Whether you want to improve your newsletter open rate, click-through rate, or conversion rate, try new approaches and surprise your customers in a positive way. You are competing with dozens of other emails for your readers' attention. Only by being creative and daring to try new things can you win them over.