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Three Easy Ways to Improve Click-through Rates Without Losing Your Customers' Trust

Follow these steps to retain existing customers--and also gain new ones.

Nick Haby

Nick Haby

posted on April 28, 2017

Improving email click-through rates for marketing emails is tough. It's hard to know exactly what goes through a customer's mind when they click (or don't click) a CTA in an email. As email marketers, we need to understand the customer's mindset. Hundreds if not thousands of businesses want the attention of their prospects and customers. It can be very overwhelming for customers when they're constantly bombarded with messages. Click here! Click here! DID I SAY CLICK HERE!?

What can we as email marketers do to get them to click through our emails? The answer is simple: earn their trust.

That's it? Really? Well yes! Wouldn't you open your front door for someone you know and trust? Same idea goes for email. Customers open the door for businesses they trust. In time, they'll eventually open their wallets. In the following three ways, you'll learn how to improve your click-through rates so your prospects and customers trust you.

1. Never send a broken link.

Links in emails should always work. Sending broken links to your email list will surely put a dent in the customer's trust in you. You can't send them links that don't work, launch the wrong landing page, or redirect to a 404 error page. Otherwise, they'll become weary of the links you send them in your emails.

It's important to always test your emails before sending them. Test your links in different web browsers, email service providers, and especially on mobile. Make sure the email is deliverable, the links work, and your landing pages or downloadable assets are functioning properly.

2. Use powerful CTAs

A call to action (CTA) is the most important factor in getting people to click through emails. Whether it's a button or a hyperlink, the CTA needs to be clear. You need to ask yourself these questions:

  • What is the customer supposed to click on?

  • What is the action you want your customer to take? Download? Subscribe?

  • How can I make this CTA meaningful?

Without a clear CTA, customers will become disinterested and stop engaging with your email. A powerful CTA can grab their attention and keep them focused. More importantly, if you’re getting them excited over something you’re offering, they’ll like your company and trust you.

Additionally, try using some creative CTAs. From a visual standpoint, make your button larger or more vibrant. Using copy that’s more exciting than the typical "Click here" can help, too.

A great way to get more action on your CTA is to use the same language throughout your email. For instance, you can repeat the CTA in the subject line and in the body of the email. "Download a free eBook" in the subject line lets the customer know what to expect. If this is added in the body copy, it can reaffirm what the customer is getting. It adds more power to the CTA button that reads "Download your free eBook now." The repeated message makes it clear what you need to do. Now, do it!

3. Give the people what they want

In today's digital world, customers are accustomed to getting things for free. A free mobile app, a free white paper, and a free product, in addition to whatever you were buying, have become the norm.

Giving away products or services is wonderful when trying to gain exposure. People are sure to click. However, it's the quality of the product or service that will guarantee the engagement.

Without a product or service that people want or even need, there's no guarantee of clicks. Customers won't take a second glance at your email if you're not offering something they want, find useful, or even consider buying at full price. If you're always offering something for free that's not useful, then a customer won't want it. Furthermore, all of these lackluster promotions will give the impression that you don't offer anything of value. When people assume that, you can say goodbye to their trust. Consumers won't trust a company that offers nothing of value. Ultimately, give the people what they want and you can count on them clicking your emails.

To sum up, don’t focus solely on your click-through rates; focus on building trust. First, offer something of value. If it's practical or desirable, there's a great chance people will take the extra step to get it for themselves. Second, don't forget to use powerful CTAs. Clear instruction and exciting language can give that extra push customers need to click, click, click! Finally, test your emails before sending, and make sure your links work!



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