Create some curiosity
Use an information gap to appeal to the sense of curiosity of the subscriber. Creating some curiosity will increase your click through rates because the subscriber will want to find out that last bit of information. Make the subscriber feel like they are missing out on something valuable or interesting if they don’t click through.
When creating your email content, make sure you are giving your email a purpose and have a clear reason why your subscriber has to click on the link. Establish one clear message with a clear call to action. This will be more likely to engage the subscriber and encourage clicks. Try to keep text to a minimum, subscribers often do no not have enough time to read through multiple lines of text and if they want to read more they can always click on the link.
Make sure that you are creating emails that work well on mobile devices. Some studies show that between 60%-70% of emails are first opened on mobile devices. Because of this make sure your email loads quickly and is easy to read on mobile devices. If not, subscribers may instantly delete your emails as it is not easy to read or navigate. Having clear link buttons on emails work well on mobile devices as they stand out more than text.
Social media sharing
Include social media sharing options in your email. This would be useful for emails that may not be of use to the subscriber right now, but they could have followers or friends who may be able to benefit from the email.
Click rates are a key metric to look at when assessing the effectiveness of your campaign. A high click-through rate generally means a good email campaign has been sent out. Even if you do not have a high click-through rate this does not necessarily mean the campaign was bad, just a few changes may be needed for future campaigns.
Remember to make time to go over your reports and test your campaigns to get the best out of them.