[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-email-click-through-rate":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",50180,{"id":24,"name":25},"author-0301142015","Canto","2020-10-23T14:52:36","2025-11-21T11:00:38","Email click-through rate: One metric to rule them all","email-click-through-rate","Email click-through rate – Basics you need to know","What’s a good email click-through rate? How can you get more clicks? Everything you need to know about the most important email metric.","Email marketing is blissfully quantifiable. Every campaign creates helpful data you can use to refine your approach. But with so many ways to measure the success of emails, it’s hard to know where to focus. In this overview, we’ll cut through the clutter and take a closer look at the most important metric in email […]","Email marketing is blissfully quantifiable. Every campaign creates helpful data you can use to refine your approach. But with so...","\u003Cp class=\"wp-block-paragraph\">Email marketing is blissfully quantifiable. Every campaign creates helpful data you can use to refine your approach. But with so many ways to measure the success of emails, it’s hard to know where to focus.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In this overview, we’ll cut through the clutter and take a closer look at the most important metric in email analytics: click-through rate (CTR).\u003C\u002Fp>\u003Ccto-card blue=\"true\" shadow=\"false\">\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-an-email-click-through-rate\">What is an email click-through rate?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Email click-through rate is a metric showing how many recipients opened an email and clicked a link inside it. Marketers use click-through rates to measure how well an email campaign is performing overall. Commonly abbreviated to CTR, click-through rate is among the most important metrics in email analytics.\u003C\u002Fp>\u003C\u002Fcto-card>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--what-s-so-special-about-click-through-rates\">What’s so special about click-through rates?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">If you could only choose one metric to measure the success of your email marketing, click-through rate would be a solid choice. While other metrics are great for fine-tuning, click-through rate is the best indicator of how well an email or campaign did \u003Cem>overall\u003C\u002Fem>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">After all, you’re emailing customers for a reason. Maybe you want them to visit a landing page, watch a tutorial or learn about a product.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">There are several steps to get them there, but that’s the finish line.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Ultimately, that’s what click-through rate measures: How many people did you get across the finish line?\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"358\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190602\u002Femail-click-through-rate-canto.jpg\" alt=\"Person reading a marketing email.\" class=\"wp-image-50173\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190602\u002Femail-click-through-rate-canto.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190602\u002Femail-click-through-rate-canto-450x269.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">To understand this a little better, let’s look at how click-through rate relates to other key email marketing metrics:\u003C\u002Fp>\u003Ccto-card blue=\"true\" shadow=\"false\">\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Opens\u003C\u002Fstrong> – Open rates are pretty straightforward. They show how many people opened your email. This is the best metric for whether subject lines are working. Open rates can also shed light on bigger-picture questions, like whether you’re sending the types of emails customers want to receive.\u003C\u002Fli>\u003Cli>\u003Cstrong>Click-to-open rate\u003C\u002Fstrong> – Click-to-open rate measures how many of the people who opened the email were persuaded to click. This tells you whether the copy and design inside your email are doing their job.\u003C\u002Fli>\u003Cli>\u003Cstrong>Click-through rate\u003C\u002Fstrong> – Click-through rate brings it all together. It measures the whole journey: How many customers opened the email and liked what they found inside enough to click.\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fcto-card>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--what-s-a-good-email-click-through-rate\">What’s a good email click-through rate?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">A lot of marketers wonder exactly what click-through rate they should be shooting for. It would be great to be able to say ‘X%’ and move on. Sadly, the real answer to that question is a bit more complicated.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Average click-through rates\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A Mailchimp \u003Ca href=\"https:\u002F\u002Fmailchimp.com\u002Fresources\u002Femail-marketing-benchmarks\u002F\" target=\"_blank\" rel=\"noopener\">analysis\u003C\u002Fa> across all industries found an average click rate of 2.61%, so anything above that would technically be above average. For an ambitious target, 4% would make sense in many cases. However, in others, 2-3% might be the best you can do.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter size-full wp-image-50171\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"326\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190603\u002Femail-click-through-rate-average.jpg\" alt=\"Average email click-through rate is 2.61 percent.\" class=\"wp-image-50171\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190603\u002Femail-click-through-rate-average.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190603\u002Femail-click-through-rate-average-450x245.jpg 450w\" \u002F>\u003Cfigcaption class=\"wp-element-caption\">The average email click-through rate for all emails and industries is 2.61%. Source: Mailchimp\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">Why averages don’t tell the whole story\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A whole host of factors affect email click-through rates. Most of them are in your control. But there are a handful that aren’t, and they too will affect your email performance.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Some emails always perform better\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Some types of emails are always going to perform better than others. A customer who requested an eBook is very likely to click through when it shows up in their inbox. A newsletter or unsolicited marketing email, on the other hand, will not perform as well – no matter how good your copy is.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Industry matters too\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Average email click-through rates vary from industry to industry. An insurance marketer with a 3% CTR is doing much better than the industry average of 2.13%. A news outlet with a 3% CTR can aim higher – the average email click-through rate in media the media industry is 4.62%\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter size-full wp-image-50179\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"326\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190600\u002Femail-click-through-rate-industries.jpg\" alt=\"Bar graph showing average email click-through rate by industry.\" class=\"wp-image-50179\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190600\u002Femail-click-through-rate-industries.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190600\u002Femail-click-through-rate-industries-450x245.jpg 450w\" \u002F>\u003Cfigcaption class=\"wp-element-caption\">Data Source: Mailchimp\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Ch4 class=\"wp-block-heading\">Calculation methods differ\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Complicating things even further, not every email service calculates click-through rate the same way. The basic formula for click-through rate is clicks divided by recipients.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">But what counts as a click?\u003C\u002Fp>\u003Ccto-card blue=\"true\" shadow=\"false\">\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Unique clicks\u003C\u002Fstrong> – Some providers use unique clicks to calculate click-through rates. Unique clicks measure how many people clicked at least one link. If one person clicks two links, the second click isn’t unique and doesn’t count.\u003C\u002Fli>\u003Cli>\u003Cstrong>Total clicks\u003C\u002Fstrong> – Other systems count total clicks. In that case, one person clicking two links would be counted twice.\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fcto-card>\u003Cp class=\"wp-block-paragraph\">Next, who counts as a recipient? There are two options for that as well:\u003C\u002Fp>\u003Ccto-card blue=\"true\" shadow=\"false\">\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Emails sent\u003C\u002Fstrong> – Emails sent is the total number of email addresses on the mailing list.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Emails delivered\u003C\u002Fstrong> – This method takes list hygiene out of the picture by not counting addresses that bounce. That way, you’re only measuring engagement by the people who actually got the email.\u003C\u002Fp>\u003C\u002Fcto-card>\u003Cp class=\"wp-block-paragraph\">Ultimately, click-through rates offer valuable insights no matter how your system calculates them. But it’s not a bad idea to look under the hood and see what exactly you’re measuring.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">That way, if you ever compare between different email marketing systems, you’re not comparing apples to oranges.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">What to focus on instead\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">With all the variables at play, picking a ‘good’ email click-through rate and trying to hit it is not the best approach. Instead, look at where you are now as a benchmark, and try to improve. Sometimes small changes add up to big differences. So run some experiments and see if you can nudge that click-through rate up.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"351\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190600\u002Femail-click-through-rate-improving.jpg\" alt=\"Graph showing increasing email click-through rate.\" class=\"wp-image-50178\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190600\u002Femail-click-through-rate-improving.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190600\u002Femail-click-through-rate-improving-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Need some ideas to get started? Here are some tried and true performance-enhancing tweaks:\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--how-to-improve-email-click-through-rates\">How to improve email click-through rates\u003C\u002Fh2>\u003Ch3 class=\"wp-block-heading\">Reexamine the types of emails you’re sending\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Before you start fine-tuning the details, step back and look at the big picture. Are you sending emails customers want to receive?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Look for trends\u003C\u002Fstrong> – One way to tell is to compare click-through rates for different types of content. Maybe your customer success stories get all the clicks, while product updates languish unread. That’s a valuable insight. The solution is simple: Give the people what they want!\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"326\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190602\u002Femail-click-through-rate-content-swap.jpg\" alt=\"Marketers replacing content in an email.\" class=\"wp-image-50174\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190602\u002Femail-click-through-rate-content-swap.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190602\u002Femail-click-through-rate-content-swap-450x245.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Group contacts into segments\u003C\u002Fstrong> – Of course, not every customer likes the same type of content. By grouping your mailing list into segments, you can send different types of content to different people. A little organization goes a long way – on average, segmented email campaigns get nearly 50% more click-throughs than unsegmented ones.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Check out our \u003Ca href=\"\u002Fblog\u002Femail-segmentation\u002F\">email segmentation\u003C\u002Fa> guide to learn more about how to split your list.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Dial in your cadence\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Cadence is how email content is spaced over time.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If you email people too frequently, they’ll tune out, and click-through rates will plummet. If you don’t email them enough, you miss out on opportunities to engage.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"351\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190602\u002Femail-click-through-rate-cadence.jpg\" alt=\"Marketer creating email cadence.\" class=\"wp-image-50172\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190602\u002Femail-click-through-rate-cadence.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190602\u002Femail-click-through-rate-cadence-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">As you fine tune your \u003Ca href=\"\u002Fblog\u002Femail-cadence\u002F\">email cadence\u003C\u002Fa>, remember to compare total click-through rates for a campaign. Emailing customers more frequently might mean fewer clicks per email, but more overall.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Fine-tune your subject lines\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">The first step to getting someone to click is getting them to open, so it’s important to get your subject lines right.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Keep it short\u003C\u002Fstrong> – Most email clients will cut long subject lines off, especially on mobile. Stay under 50 characters – fewer if you can.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Start things off right\u003C\u002Fstrong> – Whenever possible, put the most important word or phrase at the beginning of the subject line. That way, customers see that information first. Plus, you’ll know for sure it won’t end up hidden behind an ellipsis on a narrow phone display:\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"154\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190601\u002Femail-click-through-rate-cutoff.jpg\" alt=\"Email subject lines cut off on narrow screen.\" class=\"wp-image-50175\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Show value\u003C\u002Fstrong> – Why should someone open your email? Subject lines have to state your case. Think about the essence of what the email offers. A unique expert perspective? The solution to a problem? A money-saving discount? Whatever that value is, make sure it comes across loud and clear.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Be accurate\u003C\u002Fstrong> – Getting lots of opens, but no clicks? Make sure your emails are delivering on what the subject line promises. Misleading or clickbaity subject lines may boost open rates, but the click-through rate will suffer if the content inside doesn’t live up to expectations.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Get to the point\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Keep email copy short and to the point. Nobody’s going to find a call to action buried under six paragraphs of text. In fact, most people won’t even read your entire email. So decide exactly what you want customers to know, and put it right at the top in a bold, snappy headline.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"507\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190604\u002Femail-click-through-rate_adobe.jpg\" alt=\"Short, concise marketing email from Adobe.\" class=\"wp-image-50167\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190604\u002Femail-click-through-rate_adobe.jpg 400w, \u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190604\u002Femail-click-through-rate_adobe-355x450.jpg 355w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">You can also experiment with different writing styles. Do your customers prefer things straightforward, or respond better to a little whimsy? Just don’t stray too far from your brand’s usual style. You don’t want to surprise people with a totally different personality every time they hear from you.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Follow email design best practices\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Email design is more than aesthetics. Good design choices guide the reader through an email and encourage them to click.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">For starters, don’t try to cram too much in. ‘White’ space, the empty space around design elements, makes your content stand out.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Make sure directional elements (like a person’s gaze) point towards the copy, not away from it. If your design has no inherent directionality, create it by using design elements to point the eye to your call to action.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"446\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190744\u002Femail-design-funnel.jpg\" alt=\"Inverted triangle points to call to action\" class=\"wp-image-49117\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190744\u002Femail-design-funnel.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190744\u002Femail-design-funnel-450x335.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">For more visual tips and tricks, check out our \u003Ca href=\"\u002Fblog\u002Femail-design\u002F\">email design\u003C\u002Fa> guide.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Focus on your calls to action\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Your call-to-action button is the last chance to persuade customers to click, so it’s worth giving it some extra attention.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Stick to one\u003C\u002Fstrong> – Choice can be paralyzing. Take it out of the equation by using only one call-to-action button per email. If you absolutely must have multiple buttons, designate one as the most important. Make it make it bigger, brighter and more central than the others.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Be bold\u003C\u002Fstrong> – Your call to action is the last thing you want to get lost in a cluttered email design. Buttons should stand out, so it’s clear where customers should click. Use a bright, contrasting color. To make things easy for mobile users, make your buttons finger-sized: at least 45 px tall.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Write a good call to action\u003C\u002Fstrong> – An ideal call to action is short, descriptive and explains how the action benefits the customer. This example checks all three boxes:\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"442\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190604\u002Femail-click-through-rate_CTA.jpg\" alt=\"Email from Chipotle with CTA that says get my guac.\" class=\"wp-image-50168\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Sadly, many things in life are more complicated than free food. If you can’t sum it up in two to three words, use descriptive text around the button to provide additional context.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">A\u002FB test everything\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A\u002FB tests take the guesswork out of fine-tuning your marketing emails, and most email marketing systems make them easy to run.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A typical A\u002FB test might look something like this:\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Step 1: Create your variants\u003C\u002Fstrong> – Write two versions of the same email to test what style your customers like more. Maybe one is straightforward, and the other is funny.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Step 2: Run the test\u003C\u002Fstrong> – Most email marketing programs will automate the rest of the A\u002FB test. 25% of your list will get the straightforward version of the email. Another 25% is in for a bucket of laughs (or groans – that’s why you’re testing).\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Step 3: Use the results\u003C\u002Fstrong> – Whichever email gets more clicks will automatically go out to the rest of the list.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"351\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190603\u002Femail-click-through-rate-ab.jpg\" alt=\"Two emails in A\u002FB test.\" class=\"wp-image-50169\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190603\u002Femail-click-through-rate-ab.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190603\u002Femail-click-through-rate-ab-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">You can A\u002FB test almost any aspect of an email. Pit two subject lines against each other. See if one photo outperforms another. Compare click-through rates with different button colors.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Not only will you improve the performance of individual campaigns, you’ll collect valuable data with every test. Over time, these data points add up to tell you what works best for your audiences.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--time-to-roll-up-your-sleeves\">Time to roll up your sleeves\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Now that you understand click-through rates as a performance metric, you’re all set to start improving yours.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Use the other analytics metrics to figure out what might be holding your campaigns back. Once you’ve found something that needs improvement, make a change, run some tests and watch your click-through rates grow – one adjustment at a time.\u003C\u002Fp>",10,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190601\u002Femail-click-through-rate-feature.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190601\u002Femail-click-through-rate-feature-450x263.jpg","Email analytics dashboard showing click-through rate.",700,1200,[43],{"id":44,"slug":44,"title":45,"path":46},"marketing-communication","Marketing communication","\u002Fpost-category\u002Fmarketing-communication\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190243\u002Femail-newsletter-feature-450x263.jpg",51705,"email-newsletter","Rethinking a classic format: How to get more out of your email newsletter","Whether you're just getting started or stuck in a newsletter rut, this guide will help you make your email newsletter shine, whatever your marketing goals. ","\u002Fblog\u002Femail-newsletter\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190437\u002Femail-analytics-feature-450x263.jpg",50731,"email-analytics","Email analytics: What to measure and why it matters for your campaigns","Click-through rates? Bounces? Unsubscribes? Your guide to the most important metrics in email analytics. ","\u002Fblog\u002Femail-analytics\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190707\u002Femail-segmentation-feature-450x294.jpg",49527,"email-segmentation","Email segmentation: Organize your way to better email performance","Segmented emails perform better – a lot better. Learn how to group your contacts to get the most out of email segmentation.","\u002Fblog\u002Femail-segmentation\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1790226104688]