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If You Want More Click-Throughs, Create More Opportunities

Whether you’re new to email marketing or you’ve been at it for a while, you know it’s important to prime your audience for action.

So let’s say you’ve been collecting emails and set up various workflows with good design and copy… true story right?

But then all that hard work is quickly tested when you notice that while your open-rate is good, your click-through-rate (CTR) is barely making a blip on the screen.

CTR is an important email marketing metric to keep healthy for a couple main reasons:

  1. CTR directly impacts conversions (a.k.a the money making) from email, and
  2. A better CTR helps keep your account from being blacklisted as sending spam.

We get that there’s a lot to juggle in business and email marketing.

Therefore, our goal with this article is to keep it simple to help make your email marketing easier and more instinctive. 

And today, you’ll find that the way to more click-throughs could be much simpler than you thought!

How To Improve Your Click-Throughs

To learn one popular tactic for improving click-throughs, take a look at this email from Yelp.

On the surface, this email doesn’t seem to be teaching you anything.

But upon closer examination, you’ll notice something about the email. Each picture, and nearly every line of copy, has a link attached to it.

What does this do?

It’s surprisingly simple, really.  

By adding links to all the areas where someone could click, Yelp is making it as easy as possible for someone to actually click through to the page. 

Really, by placing more links in places that make sense, they are creating more opportunities to gain the ever coveted click-through conversion. When you take a closer look at your emails, you’ll find this tactic being used quite often in various types of emails. 

This one from Thinkific is for a webinar registration, but it contains three calls-to-action that all have links points to the same page. 

Also, take note of how IKEA covers all their bases in the CTR area.

In this email, you see a headline, an image, some copy and then a CTA. But instead of each of these being linked individually, all of it was turned into a single image that was then linked back to the goal page. 

That means that no matter where you click on that image, you’ll end up in the right place!

All of these emails are great examples of gaining clicks by creating better opportunities to help things along. 

Using This Knowledge To Your Advantage

You’ve seen how others have opened the way to a better CTR by adding more links, but let’s take a minute to put this tactic into practice. 

As we’ve learned so far, the easier you make a click the more likely it is that click-throughs will happen. That means that you should be sure to place links in the best places. 

That includes: 

  • Headlines
  • Images
  • CTAs
  • Buttons
  • GIFs

And one strategy we’ve learned from examining the emails of others is to skip the individual links and create a single image that contains all your your copy, images and CTAs and place a single link there. 

That particular idea was a common one in eCommerce and one worth noting. 

Adding images and links to your emails is easy, especially if you’re using Sendlane. 

If you login to your Sendlane account, you can easily add links and images to all the best areas in your email!

For headlines and text-based copy, simply highlight all the text and click the link button.

Drop your link (preferably with a UTM for tracking purposes) into the section that appears and apply it.

To add a link to your buttons, click on the button in your template (or add one), and in the left menu you can paste your link in the correct area then save it. 

Adding a link to your images is very similar to this. 

 

Here are the steps to get you through it: 

  • In the left-hand menu, you’ll find your Settings. Click on “Content.”
  • Click on “Image,” then drag and drop the content block into your template.
  • Upload your desired image. 
  • Click on your new image and in the Image Settings on the left, paste in your link. 
  • Save, and you’re done. 

While the method of adding more links and linked images does add more time to your workflow, the pay off is likely well worth the effort. 

Take A Note Out Of The Pro’s Email Marketing Handbook

If you want to improve your click-throughs then take a note from other companies doing things right and start putting a link in all the logical places.

In short: If it makes sense, link it up. 

And don’t forget the power of writing strong CTAs as you go since they go a long way into helping improve your click-throughs as well!

Kristen Dahlberg

Content Manager at Sendlane
As a member of the Sendlane content marketing team, Kristen focuses on everything from organization to content curation and process improvement. She enjoys variety and the challenge of learning the best way to accomplish each new goal.

Outside of work, Kristen spends as much time as possible at the beach, soaking up the San Diego sunshine!
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