Why is my click rate so low?

Alex Mastrianni

Your mailing has sent. It’s (hopefully) been received and opened. What comes next? The click.

confused man

Some say that the click is the most important part. Your click rate is a good indicator of how readers are interacting and engaging with your emails, and the number one factor we can link to engagement is relevancy. Relevancy is a key factor when it comes healthy click-through rates, but sometimes, even the most relevant emails can suffer from some layout and design problems, hindering engagement rates.

Here are some of the issues we tend to see when click rates are hovering below industry benchmarks, and what you can do to fix them.

There aren’t enough links in your email

We know that the more links an email contains, the higher the click-thru rate will most likely be (the data doesn’t lie), especially once your email hits the 16+ link range. Does that mean you need to direct readers to 16 different links? No. In fact, we advise against that (see below) unless it’s a newsletter format. Providing subscribers with plenty of opportunities to click — even if you’re directing them to the same location — will raise your click rate. I know I’m always drawn to a button over linked text in body copy. Some people might prefer an image. Add a few extra links to an email and see how it affects click rate.

The email isn’t mobile-friendly

Updated benchmark data shows that mobile opens are continuing to surpass desktop opens, with 44.70% of opens occurring on a mobile device. Check your email reports to see how your audience stacks up. If you have a large mobile audience and you aren’t using responsive email design — or at the very least, mobile-friendly email design — your click rates rates are guaranteed to suffer. Mobile subscribers don’t want to pinch and zoom to click-through; they want an easily-clickable, large link, surrounded by white space so they don’t hit the wrong thing. Design your links for a fingertip, not a mouse.

The call-to-action is unclear

Sometimes you have a lot to say, but saying it all in one email isn’t necessarily the way to do it. Promoting an event, the sale of a new book, membership renewals — it’s a lot for a reader to comprehend all at once. Having too many calls-to-action in one email can be overwhelming, and the action you want the reader to take is likely to be missed if you ask too much of them. Stick to one focus per email message, and make the call-to-action very clear. The reader should know exactly what you want them to do after reading the headline and subhead, and the copy should reinforce the CTA.

Next time you’re about to hit send, review your email to make sure it doesn’t fall into one of these three categories, and watch your click rates increase.

About the Author
Alex Mastrianni

As the Marketing Manager at Informz, Alex drives the development and implementation of our content marketing plan and marketing campaigns. Outside of work, Alex is a pop culture junkie, ice cream fanatic, and semi-pro vacation planner.