Is it enough for subscribers to just open your email? What about link clicks? Clicks are the difference between window shopping and walking through the door to your store to make a purchase. Following through with an action can seem like a huge commitment for your readers, but you can make the transition seem natural by following a few tips:
 | Did you know? Your contacts have different levels of engagement with your emails and shouldn't all be treated the same way. Make sure to view your subscriber insights and then learn how to best keep them engaged! |
The average person has an attention span of just ten seconds! That's not a ton of time to grab someone's attention, but by keeping your email short, somewhere between 50-150 words, it ensures your audience can find what they need before they lose interest. A shorter email also makes your call-to-action stand out and makes it easier to read, too! So, what do you do with all that extra content? There are lots of ways to handle it, from sending targeted content to different segments of your list, to using automation triggered by the click of a link, to using dynamic content. You may find yourself sending more emails overall, but when you put the content your contacts care about in front of them, your engagement improves!
People tend to freeze up when presented with too many options. To tempt your readers to click on what you want them to, try putting only a single call-to-action in each email, or making the most important call-to-action stand out from all the others. Your call to action is best towards the top of your email for mobile users who have to scroll down, so make sure to check that mobile preview! You can spread several calls-to-action through a series of shorter emails, and make the most of each link by formatting your buttons and links to attract attention with placement and color.
If you want to drive engagement with your emails, you need to include actionable content! Our editor includes different blocks that encourage clicks:
Linking to your website or blog helps you to reduce your email content, keeping your email short while driving your audience where you want it to go. Don't have a website? Add the information to a Custom Landing Page and link to that instead!
When you want people to engage with your email, you need to give them a good reason! The subject line and preheader are the first things your contacts see in their inboxes, so they're the perfect place to state your case. By telling your reader up-front what they're getting into, they know what to expect once they open your email and are more likely to follow through with your call-to-action. Not sure what to write? We can recommend a subject line using AI. Have too many ideas? Try an A/B test to see which one works the best.
Personalization plays an important part in encouraging higher click rates. People are more likely to sit up and pay attention when you address them by name ("Hi, John!" vs. "Hi there!") and share relevant content specific to them. If you know what contacts preferred in the past—and you can suggest related topics—they'll feel like you've taken an interest in them and will be more likely to return the favor with opens and clicks. 
After your email has been sent, you can view a heat map of all the links that your contacts are clicking. Knowing the location of your most-clicked links can help you design a better email and improve your click rate going forward. For example, if you put the same URL in two locations and one is doing better than the other, it's a good idea to keep it where you're seeing the higher clicks in your future emails.
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