According to research firm Radicati, over 100 billion business emails are transmitted every day.

That amounts to approximately five million emails in the time it took for you to read that sentence.

The upward trend shows no sign of slowing – in 2019, the average business user is predicted to receive 96 emails per day. As a marketer, your chief concern when crafting an email campaign may be: how do I get my email noticed above the rest?

Email campaigns are traditionally evaluated on two key metrics: the open rate and the click-through rate. Whilst marketers (rightly) dedicate a great deal of time monitoring the former, the click-through rate also deserves some TLC. In fact, it can often be a more accurate indication of engagement.

1. Optimize your open rate.

If you want advisers to click on your links, they need to first open your email. Tactics such as conducting A/B split testing, choosing the ‘right time’ to hit send, segmenting your recipient base, and navigating deliverability potholes can do wonders for your open rate. It’s important to put yourself in the place of your subscribers when sending out an email. What would make you click? This is why the subject and subheading of the email are vitally important to bolstering your open rate. The fact that a majority of emails are reported as spam based solely on the subject line tells you that you should really stop to think about the message you’re sending. Keep it short and sweet –  somewhere between 6-10 words is usually a safe bet. Try some simple tweaks to immediately boost your open rate such as trying to make them as personalized as possible, including words like “update” and “tomorrow” while avoiding words like “free” and “newsletter”, and doing your best to convey a sense of urgency.

2. Minimize the copy.

Simplicity really is key here – the more copy your reader has to wade through before arriving at the call-to-action button, the higher the drop off rate. Think of your reader as if they’re on borrowed time as soon as they open your email. The more they have to put up with, the sooner they will figure it’s not worth the effort and go back to what they were doing. Consider the old adage, “brevity is the soul of wit”, when crafting your email. Re-word and edit until you have a lean, mean message that will hit the reader harder since it will be clear you only included exactly what you wanted them to know. That way, when they get to the CTA there will be no confusion as to why they should click.

3. Explain what you want the reader to do.

No one likes surprises when it comes to email marketing. Your subscribers will be more inclined to click if you are clear about what they are getting into. Make it obvious what the call-to-action is, whether it’s a video, an article, or an event. You can be sure your subscribers don’t open your email because they like riddles or inferring what ambiguous messages mean so don’t make them jump through hoops to get where you’re leading them. Clearly and succinctly lay out the value you are offering and the steps your reader then must take to capitalize on said value. Your subscribers will appreciate the transparency and your respect of their time and intelligence.

4. Ensure the call-to-action button is clear and visible.

Our research shows that bulletproof buttons are the way to go, followed by HTML/CSS buttons. Images can be hidden unless you add ALT text and text links are easily lost. Effective ways to increase the visibility of your CTA button include placing it on the left of the page and making use of a different colour to the rest of your email. The CTA button should be the most pronounced, visible aspect of your email.

5. Get personal!

Send your email to targeted lists with personalized content. Your subscribers will appreciate receiving emails that are relevant to them and will therefore be more inclined to click. It only stands to reason that doing your research and effectively targeting those who would be interested in the type of content you’re sending would result in a higher open rate as opposed to using a “spray and pray” approach. The only factor that contributes more to a potential reader deciding to open an email than the subject line is the recognition of the person or company who sent it. Keeping this in mind, think about your sender name and you’ll find your open rates, as well as your click-through rates, will have a significant increase.

If you stick to these guidelines, inserting your own personal brand of charm when appropriate, you will begin to see your click-rate and open-rate climb and your readership grow. The truth is there is not an exact science to creating the perfect email campaign but, like with most things, practice makes perfect. These are called guidelines for a reason so feel free to experiment and see if a particular strategy works better for you over another and refine your strategy over time.

To learn more about email clicks, or for advice on getting the most out of your email marketing campaigns, get in touch at or contact your Account Manager.