20 ideas to increase your clickthrough rates

Improving clickthrough rates (CTR) is one of the most direct ways to get more value from your email marketing. Higher CTR means subscribers are engaging with your content and moving closer to conversion. The good news: there are many ways to optimize for clicks, from segmentation and design to offers and testing.

Here are 20 practical ideas you can start using today.

1. Send to a more targeted list

Work with smaller, more relevant segments rather than blasting your entire database.

2. Improve your offer

Make sure the reason to click is strong. Test promotions, featured products, storytelling angles, or exclusive content.

3. Update your design

A clean, modern layout draws attention to your call-to-action. Avoid clutter and make sure your CTAs are easy to find.

4. Optimize for mobile

With the majority of opens happening on mobile, ensure your emails render properly, buttons are tappable, and text is readable.

5. Test copy length

Experiment with short, punchy messages versus longer storytelling formats. Different audiences respond to different approaches.

6. Try plain-text emails

Plain-text or minimal designs can feel more personal and cut through visual noise, especially in B2B or relationship-driven campaigns.

7. Personalize content

Use subscriber data to tailor subject lines, product recommendations, or messaging. Personalized content is one of the strongest drivers of clicks.

8. Use dynamic content

Serve different offers or modules based on location, preferences, or purchase history. This makes each email feel custom.

9. Place your CTA early

Don’t bury your link. Place a button or hyperlink near the top, then reinforce it further down.

10. Test different CTA styles

Try text links, buttons, large clickable images, or multiple CTAs. See what format your audience prefers.

11. Experiment with CTA copy

Words matter. Test action-oriented phrases like “shop now,” “get started,” or “claim your offer” to see what resonates.

12. Reduce friction

Limit distractions in your email. Too many links can confuse the reader. Focus on a single main goal per campaign.

13. Use urgency and scarcity

Encourage action with limited-time offers or low-stock notifications. Urgency and scarcity can increase clicks.

14. Add social proof

Incorporate testimonials, ratings, or reviews. Showing others’ positive experiences can motivate clicks.

15. Leverage storytelling

Tell a short narrative that leads naturally to your CTA. Stories create curiosity and emotional investment.

16. Refresh your visuals

Swap out stale stock photos for branded imagery, lifestyle shots, or illustrations that feel more authentic.

17. Align subject lines and CTAs

Ensure your subject line promise matches the offer inside. Mismatched expectations hurt clicks.

18. Use animated elements

GIFs or subtle animations can draw attention to key parts of your email, like a product carousel or CTA button.

19. Test send times

When your email lands in the inbox matters. Test mornings versus evenings, weekdays versus weekends.

20. Run A/B tests consistently

Never assume you know what works best. Test one variable at a time and let the data guide your strategy.

Conclusion

Clickthrough rates improve when you layer small, thoughtful changes across your email program. Test one idea at a time, track the results, and refine your approach based on what works for your audience. Over time, these optimizations compound to deliver higher engagement, stronger conversions, and more value from every campaign you send.