Email CTR (Click Through Rate) – What is it & how to improve it?

Click through rate is the percentage of people who open your email and click on the call-to-action button or anywhere in the email.

It is one of the principal factors that decides how successful a campaign has been. And everyone works towards improving it.

If you are also looking for ways to improve your click through rate in the email, you are in the right place.

In this article we will look at some ideal ways to achieve this.

So, stay tuned.

Add one call to action per email

Many email marketers commit the mistake of including multiple call-to-action in one email. This might confuse deciding their next action with your email, and you fail to direct them towards your intended action.

Therefore, add one call-to-action that aligns with your campaign objective.

Use customized call-to-action

It is pretty common to hear people talk about the importance of personalized emails, right?

Likewise, a personalized CTA is essential, because sometimes it does not make sense to send everyone the same CTA.

For example, for your existing customers you might use a CTA like “Buy again,” howbeit, you cannot use this for someone who has never purchased from you before.

I hope this makes sense to you now.

Double check your email list

If you are sending emails to the wrong person, it will result in a low CTR. Therefore, ensure that you have the right email addresses by using email lookup tools like

How to find someone’s email address?

You can use email lookup tools such as to find someone’s email address using their name. As this tool operates based on artificial intelligence and big data, you can quickly find out the email addresses.

Mobile responsive CTA

If you are using images as a CTA, you need to optimize it for mobile. Otherwise, it will not be appealing for mobile users.

Knowing the fact that a vast majority of audiences now access their emails using mobile devices, it would be a wise choice to optimize your CTA for mobile.

Placing the CTA

If you are planning to keep your call-to-action button in one place, then the wrong choice would be to place it at the bottom of your email.

A better way is to place one at the top of the email, one in the middle and one at the bottom.

So, these were some general tips to improve your email click through rate.

Now we will look at some tips that you can spilt test.

Relevant CTA

Not every call to action must be “buy now,” register now, grab your offer, etc., based on your target segment you could be more creative in finding your CTA.

When you use a relevant CTA, people are more likely to buy, or take the desired action as it will spark curiosity.

Add time sensitive elements

When you add a timer to your email indicating the time left to claim an offer, or book slot, it will push the recipients to take immediate action.

Concluding thoughts

As we discussed, some of these techniques can be followed right away and for some you need to perform a split test.

In all your emails, try to use CTAs that spark curiosity and do split tests to know what works better for you.

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