20 Actionable Ways to Skyrocket Your Email Click-Through Rates

Email marketing is a powerhouse for connecting with audiences. In fact, with some 92% of online adults using email, it’s no wonder more than 375 billion emails are sent each day.  However, when it comes to email marketing, getting those clicks can feel like chasing a moving target.

Click-through rate (CTR) is the heartbeat of your email campaigns, showing how many recipients are engaging with your content. Sure, open rates (OR) are a noble metric to keep an eye on, but they are generally considered unreliable, namely due to privacy features that artificially boost OR, as well as features like image blocking that may disable accurate OR tracking. The inconsistency of OR analytics has made CTR more important than ever.

If your CTR is lagging, don’t worry—here are 20 practical, engaging and actionable strategies to boost your email click-through rates, each backed by insights to help you turn opens into clicks. Let’s dive in.

1. Craft Compelling Subject Lines

Your subject line is your first impression—make sure it entices the customer to walk through the door. Make it irresistible by being clear, concise and curiosity-driven. For example, instead of “Our Latest Deals,” try “Unlock 50% Off Your Next Purchase Today!” Use action verbs, numbers or questions to spark interest.

Actionable Tip: A/B test two subject lines with different tones (e.g., urgent vs. playful) to see what resonates with your audience.

2. Personalize Your Emails

Personalization goes beyond “Hi [First Name].” Use data like purchase history or browsing behavior to tailor content. For instance, recommend products based on past buys. Think about it: How many times has an email with a product so perfect it felt like the sender was reading your mind landed in your inbox—and how often has that prompted you to click that checkout button?

Actionable Tip: Segment your list by user behavior (e.g., frequent buyers vs. inactive users) and customize the email content to match their interests.

3. Optimize for Mobile

More than 50% of emails are opened on mobile devices. If your email isn’t mobile-friendly, you’re losing clicks. Ensure responsive design, large buttons and readable fonts.

Actionable Tip: Test your email on multiple devices using tools like Litmus or Email on Acid to ensure buttons are tappable and text is legible.

4. Use Clear, Action-Oriented CTAs

Your call-to-action (CTA) should scream, “Click me!” Use action verbs like “Shop Now,” “Discover More,” or “Claim Your Deal.” Avoid vague phrases like “Learn More.”

Actionable Tip: Place your primary CTA above the fold and repeat it once or twice in longer emails for visibility.

5. Create a Sense of Urgency

Scarcity and time-sensitive offers drive action. Phrases like “Limited Stock” or “Matching Donation Ends Tonight” push readers to click before it’s too late.

Actionable Tip: Add a countdown timer in your email to visually reinforce urgency, but don’t overuse it to avoid seeming spammy.

6. Segment Your Audience

Not every email suits every subscriber. Segment your list based on demographics, purchase history or engagement level to send relevant content.

Actionable Tip: Create segments for new subscribers, loyal customers and inactive users, then craft targeted campaigns for each group.

7. Keep Your Design Clean and Focused

Readers are easily overwhelmed by cluttered and outdated email design. Use a single-column layout, plenty of white space and a clear visual hierarchy.

Actionable Tip: Highlight your CTA with a contrasting color button (e.g., bright orange on a white background) to draw attention.

8. Leverage Visuals Strategically

Images can boost engagement, but they shouldn’t overshadow your message. Remember: content is still king. Use high-quality visuals that complement your content, like product photos or lifestyle images, but don’t let them overshadow the substance of your messaging.

Actionable Tip: Include alt text for images to ensure accessibility and provide context if images don’t load.

9. Write Concise, Scannable Copy

Readers skim emails, so make your content easy to digest. Keep paragraphs short, use bullet points to maximize effect and embrace bold headings to draw the reader in. Think of your email as the CliffsNotes of your website—it’s enough to get the point across without being exhaustive.

Actionable Tip: Keep sentences under 20 words and use subheadings to break up long sections, guiding readers to your CTA.

10. Add Social Proof

Testimonials, reviews or user-generated content build trust and encourage clicks. For example, include a quote from a happy customer next to your CTA.

Actionable Tip: Feature a short, specific testimonial (e.g., “This product saved me hours!”) with a clickable link to your product page.

11. Test Your Send Times

Timing matters. Sending emails when your audience is most likely to engage boosts CTR.

Actionable Tip: Use your email platform’s analytics to identify peak open times (e.g., Tuesday mornings) and schedule sends accordingly. Test different days and times to optimize. Remember: send times will vary based on segment. While an active audience may be most receptive on Thursdays from 9-11 a.m., inactive users may be most interested in rengagement emails on Friday afternoons.

12. Use Preheader Text Effectively

The preheader is the snippet of text visible in the inbox after the subject line. Make it a teaser that complements your subject line, like “Don’t Miss Out on Exclusive Savings!” or “See How Your Donation Makes a Difference.”

Actionable Tip: Keep preheaders under 100 characters and use them to hint at the email’s value proposition.

13. Offer Value Upfront

Avoid being too generic. Give readers a reason to click by highlighting the benefit immediately. For example, “Download Our Free eBook” is more enticing than “Click Here.”

Actionable Tip: Don’t wait to highlight your value-add. In the first paragraph, clearly state what’s in it for the reader, like a discount or exclusive content.

14. Incorporate Interactive Elements

Interactive emails, like quizzes or polls, can increase engagement. For example, a “Find Your Perfect Product” quiz can lead to a personalized CTA.

Actionable Tip: Use interactive elements like GIFs or embedded polls using third-party tools to boost reader interest and engagement.

15. A/B Test Your Emails

Don’t make the mistake of assuming your email is flawlessly optimized. Testing different elements (subject lines, CTAs, images) helps you understand what drives clicks.

Actionable Tip: Run A/B tests on one variable at a time (e.g., CTA text) with a small portion of your list (e.g. 10%) before sending to everyone.

16. Use Retargeting Emails

Remind users about abandoned carts or browsed items with targeted emails. These have higher CTRs because they’re hyper-relevant.

Actionable Tip: Include a product image, price and a direct “Complete Your Purchase” CTA in retargeting emails.

17. Maintain a Consistent Brand Voice

Your brand has its own identity. A consistent tone—whether professional, playful or authoritative—builds trust and encourages clicks.

Actionable Tip: Create a brand voice guide (e.g., “friendly and approachable”) and ensure all email copy aligns with it, including partner-based advertising.

18. Avoid Spam Triggers

Emails landing in spam folders kill CTR. Avoid overusing words like “Free” (especially in all caps) or excessive exclamation points. Use emojis sparingly.

Actionable Tip: Use tools like MailTester to check your email’s spam score before sending and ensure your domain is authenticated (DKIM/SPF).

19. Include a Secondary CTA

Not every reader is ready for your primary CTA (e.g., “Buy Now”). Offer a softer alternative, like “Read the Blog” or “Watch the Video.”

Actionable Tip: Place a secondary CTA lower in the email to capture hesitant readers without diluting your main goal.

20. Analyze and Iterate

Email strategy requires constant monitoring. Avoid becoming stagnant. Track your CTR and analyze what works. Look at which emails get the most clicks and why.

Actionable Tip: Use your email platform’s analytics to compare CTR across campaigns, then double down on strategies (e.g., personalization) that perform best.

By implementing these 20 strategies, you can transform your email campaigns into click-generating machines. Start with one or two tactics, measure their impact and gradually incorporate more. Your audience is waiting to engage—give them a reason to click.

Want to boost your brand’s impact with our loyal Christian audience? Reach out now to get your free consultation and see how we can amplify your message.