How to Increase Click Rates in Email Marketing: Proven Ways

Kelly Chan

September 17, 2025

3 min read

Increasing click rates in email marketing is key to converting opens into measurable engagement. While many marketers focus on open rates, the real success lies in getting recipients to click through to your website, product, or offer. By optimizing subject lines, personalizing content, creating strong calls-to-action, and leveraging engaging visuals, you can significantly improve your email performance. Below, we share actionable strategies, real-world examples, and best practices to help you increase your click rates.

It’s important to note that AI-generated content often lacks creativity, so to increase click-through rates, human review and refinement are essential.

Understand Click-Through Rate (CTR)

A click-through rate refers to the percentage of recipients who click on a link in your email. For example, if you send 100 emails and 65 recipients click a link, your CTR is 65% (65/100 × 100).

According to research data, the average CTR across industries is 2.62%, though it varies by business size and audience. High CTRs indicate engaging content, clear calls-to-action, and effective email strategy.

Hone in on One Call-to-Action

Emails with multiple CTAs often confuse readers. Focus on one specific action to increase clicks:

Encourage either a purchase OR survey completion, not both.
Keep your email centered on a single topic to avoid overwhelming your audience.

Example:
Instead of multiple CTAs, a clothing retailer sends one email: “Shop the Winter Collection – Limited Time Offer!” This clear, single action improves CTR by 20% compared to multi-CTA emails.

Craft Personalized Emails

Personalized emails drive engagement. Use:

The recipient’s name in the subject line or greeting.
References to previous purchases or interactions.
Segmentation to tailor content for each audience group.

Example:
“John, your favorite coffee blend is on sale today!” Personalization can increase click rates by 14–22% according to marketing studies.

Optimize Email Subject Lines

Subject lines are critical for driving clicks:

Use actionable verbs and concise wording.
Spark curiosity without being misleading.
Avoid all caps and spammy words like “FREE” or excessive exclamation marks.

Example:
Instead of “Check Out Our Products”, try “Discover the Secret Features in Our Latest Collection” – it grabs attention and encourages clicks.

Use Strong and Clear Calls-to-Action

CTAs guide your readers to take action:

Make CTAs visually distinct with buttons or bold links.
Use action-oriented words: “Get Started Now”, “Claim Your Discount Today”.
Place CTAs above the fold and at the end of the email.

Example:
“Unlock Your Free Trial – Start Today!” creates urgency and clarity, increasing clicks by up to 30% in some campaigns.

Keep Your Email Design Simple

Simplicity boosts readability:

Limit images to one or two relevant visuals.
Keep copy short and scannable.
Make the CTA button prominent and easy to click.

Example:
A tech company simplified its newsletter layout to one image, 3 bullet points, and a single CTA, resulting in a 25% CTR increase.

Write Engaging, Conversational Copy

Emails should feel personal and approachable:

Use a conversational tone, like speaking to a friend.
Ask questions and address reader concerns.
Focus on benefits rather than features.

Example:
“Want to save 30% on your next purchase? Here’s how, just for you.” Engaging copy keeps readers interested and encourages clicks.

Create Urgency and Scarcity

Urgency encourages immediate action:

Use phrases like “Limited Time Offer”, “Ends Tonight”.
Highlight scarcity: “Only 5 Left in Stock!”.

Balance urgency to avoid overwhelming readers.

Make Emails Mobile-Friendly

Over 60% of emails are opened on mobile devices. Ensure:

Responsive design that adapts to any screen size.
CTAs and links are tappable on small screens.

Example:
A retailer redesigned their newsletter for mobile, improving mobile CTR by 18%.

Include Relevant Images and Visuals

Images add value but avoid clutter:

Choose high-quality, relevant visuals that support the message.
Avoid overloading the email with too many images or colors.

Example:
An email featuring a GIF of a product in use increased clicks by 30% compared to static images.

Segment Your Audience

Segmentation improves relevance and engagement:

Group subscribers by interest, location, or behavior.
Send targeted content that resonates with each segment.

Example:
Segmented email campaigns for a fitness brand led to a 35% higher CTR than unsegmented blasts.

Test and Analyze Your Emails

A/B testing helps optimize performance:

Test subject lines, CTA placement, visuals, and copy.
Use results to iterate and improve future campaigns.

Example:
Testing two subject lines:

“Boost Your Productivity Today”
“Unlock 5 Productivity Hacks in Minutes”
The second version achieved a 12% higher CTR.

Conclusion

Boosting click rates requires a combination of clear CTAs, personalized content, simple design, mobile optimization, engaging copy, and strategic testing. By implementing these proven strategies, you can increase engagement, improve conversions, and maximize the ROI of your email marketing campaigns.