Key takeaways
- Clicks show direct engagement, they indicate readers were inspired to follow links and were directed to your website or other linked properties.
- If opens are healthy but clicks are low, the problem is likely the email copy, not the subject line.
- Three effective ways to boost clicks: explain why readers should engage, keep the voice human and recognizable and keep the message short and focused.
- Write under 200 words and include one clear call to action, multiple CTAs dilute clicks.
- Avoid salesy buzzwords and corporate tone, make the email sound like it comes from a real person to improve trust and clicks.
Introduction
When you send out emails, the hope is that you can engage your audience in some way and get them to interact with your message. People use all kinds of metrics and analytics to evaluate the impact that they have made in an attempt to measure the value of their efforts.Beyond open rates, clicks are one of the most important metrics for evaluating email marketing performance and audience engagement. This is an important metric because it indicates how many people have read your email and been inspired to find out more information through the links embedded in your copy. It also shows how many people have been directed to your company’s website and other properties linked to in your email content.However, there is nothing more frustrating than sending out an email campaign and finding out that no one has clicked a single link. You may have spent hours crafting what you imagined to be the perfect email, only to find out that no one even gave it a second glance. Unfortunately, this is a reality for a huge portion of unsuccessful email marketing.
Why Does No One Click The Links In My Emails?
Let’s assume that a decent amount of your subscribers are opening your emails. This would imply that you have probably figured out how to craft a subject line that gets people to open your email marketing. However, if you are still finding that no one clicks on the links inside your content, then you may be missing something in your copy.
3 Methods For Boosting Click Rates
Explain Why – It isn’t enough to simply ask someone to click on one of your links. You need to clearly express why it is important or beneficial for them to do so.“Knowing why you want someone to engage with your content is the most important step when developing your email campaign – and the only way to avoid spamming people,” says Olivia Savage from Business2Community. “What is the purpose of this piece of content, and why should readers care? Will downloading your white paper help them solve a common problem?”Keep It Human – Most people are turned off by content that is ridden with salesy terms. If your email reads like an ad, then people will probably just dismiss your message.“If you want your email to result in clicks, don’t even think about using any marketing jargon – especially the kind of buzzwords you’d use in a sales pitch, like “cutting-edge” and “revolutionary.” The email should come directly from an email account associated with a recognizable human and sound like it, too,” recommends Savage. “Whether it’s a CEO or your sales rep, be sure the text doesn’t sound too corporate or robotic. Keep it short, simple and sincere.”Keep It Simple – People are busy. They don’t have time to listen to a long-winded explanation about why they should buy your product or service. If they don’t see immediate value, then they are going to move on quickly.“In total, the email itself should also be less than 200 words, with one clear call to action (CTA) – not two, or three, or four. Trust me when I tell you no one is going to read a short story about why they should check out your white paper, register for your newsletter or view your webinar. No one,” says Savage. “But if you can get your message across in a couple of sentences, there’s a good chance you’ll see click rates rise.”
FAQ
Click rates show how many people read the email and were motivated to learn more via the links in your copy. They also indicate how many recipients were directed to your company’s website or other properties linked in the message.
If opens are decent, your subject line is probably working, so check the email copy. Look for a clear explanation of why recipients should click, a human recognizable sender and tone and whether the message is concise with a single clear CTA.
Clearly state the purpose and benefit of engaging: what the content does for the reader and why they should care. Frame the action as solving a common problem or delivering clear value so the request to click doesn’t feel like spam.
Use a sender name associated with a recognizable human and write in a short, simple, sincere voice. Avoid marketing jargon and buzzwords that make the email sound like a sales pitch, aim for a personal, conversational tone instead.
Keep the email under 200 words and include one clear call to action. Multiple CTAs or long explanations reduce the chance recipients will click.
Avoid salesy marketing jargon and buzzwords (for example, terms that sound like a sales pitch). Instead, choose plain, sincere wording and a recognizable human sender so the message doesn’t seem corporate or robotic.
When you can state the purpose and why readers should care, for instance how a download or resource helps solve a problem, you target engagement with intent. That clarity prevents blanket requests that feel like spam because recipients see clear benefit before clicking.
