When it comes to email marketing, a low click-through rate (CTR) can be frustrating, especially after putting time and effort into crafting a compelling campaign. You know your audience is out there—people interested enough to open your emails, yet something isn’t sparking that crucial action. If your emails aren’t driving clicks, you’re leaving valuable leads and conversions on the table.

In this guide, we’ll walk you through what click-through rate really means, how to measure it, and what counts as a “good” CTR in email marketing. Plus, we’ll share 25 expert tips you can use right away to make your emails not only worth opening but also worth clicking.

What Is a Click-Through Rate?

Click-through rate (CTR) is a metric that shows the percentage of people who clicked a link in your email relative to the total number of people who received it. It’s a direct measure of how effective your email is at driving action. CTR matters because it’s one of the best indicators of how engaging your content is and how well it’s resonating with your subscribers.

How to Find Your Click-Through Rate for Email Marketing Campaigns

Calculating CTR is straightforward:

Click-Through Rate (CTR) = (Number of Clicks / Number of Delivered Emails) x 100

For example, if 500 people received your email and 50 clicked on a link, your CTR would be:

(50 / 500) x 100 = 10% CTR

Most email platforms, like Mailchimp and HubSpot, track CTR automatically, so you can easily monitor it after every campaign.

What Is Considered a Good Click-Through Rate?

A “good” CTR depends on your industry and audience, but generally, an email CTR between 2% to 5% is considered average. If your CTR is above 5%, you’re doing better than most, and if it’s below 2%, it’s time to revisit your strategy.

How to Improve Your Email Click-Through Rate (CTR)

Ready to start seeing better results? Let’s dive into 25 effective tactics you can use to optimize your email CTR and make your emails work harder for your business.

1. Craft Clear and Compelling Subject Lines

Your subject line is your first (and sometimes only) shot at catching attention. Make it specific, intriguing, and free from unnecessary fluff. Subscribers want to know exactly what they’ll get by opening.

2. Use Personalization to Add Relevance

Emails that feel personal get more clicks. Address subscribers by name and include other personal touches, like location or past purchases, to show you understand them.

3. Segment Your Audience for Targeted Content

If you’re sending the same email to your entire list, you’re missing out on engagement. Segment your list by interests, demographics, or behaviors to send content that aligns with each group’s needs.

4. Optimize Preheader Text

The preheader is the preview text that appears beside or below your subject line. Use it to offer a sneak peek of the email’s value and encourage more opens—and ultimately, clicks.

5. Use a Clear and Actionable CTA

Each email should have a single, clear call-to-action (CTA). Make it easy for readers to know what to do next by focusing on one primary action.

6. Design Eye-Catching CTA Buttons

A visually compelling CTA button is hard to ignore. Use a color that contrasts with your email’s background, bold fonts, and ample white space around it.

7. Make Your Emails Mobile-Friendly

Over 60% of emails are opened on mobile devices. Short paragraphs, concise sentences, and tappable buttons make it easy for mobile users to click.

8. Send Emails at Optimal Times

Not all times are created equal when it comes to email performance. Test different days and times to determine when your audience is most active, then schedule accordingly.

9. Include High-Quality Visuals

Images and videos can increase engagement and CTR when they enhance the message. Avoid overloading, but use visuals strategically to break up text and keep readers interested.

10. A/B Test Subject Lines Regularly

Test different subject lines to find what resonates best. Small adjustments in tone, wording, or length can make a significant difference in clicks.

11. Make Content Skimmable

People skim emails before deciding to click. Use short paragraphs, bullet points, and bold headings to make it easy for readers to find key points quickly.

12. Build Curiosity

Give readers a hint of the value behind the click. Share just enough to make them curious, but leave the full reveal for your landing page.

13. Use Emojis (Sparingly) for Visual Appeal

When used thoughtfully, emojis can add a touch of personality to your emails and draw the eye to specific points. Just don’t overdo it, or it may look unprofessional.

14. Incorporate Social Proof

Adding testimonials, reviews, or user stories can increase credibility. When readers see others benefiting, they’re more likely to engage.

15. Offer Exclusive Content

Create a sense of privilege by offering insider content, special deals, or early access to encourage clicks. Make subscribers feel part of something special.

16. Add Interactive Elements

Interactive features, like surveys or countdown timers, can make emails more engaging. The urge to interact can drive curiosity and increase your CTR.

17. Provide Practical Resources

Offer downloadable guides, templates, or other valuable resources that will appeal to your audience’s needs. Give them a real reason to click through.

18. Use Power Words in Your CTA

Words like “exclusive,” “limited,” “proven,” and “instant” create urgency and grab attention, making readers more likely to act immediately.

19. Send Follow-Up Emails

Sometimes, subscribers miss or forget an email. Sending a follow-up email to non-openers can give them a second chance to engage and improve overall CTR.

20. Include a PS Line

A PS (postscript) line is an extra message added at the end of your email, after your main content and signature. It’s often used to reinforce the main message or add an extra reminder. Since readers frequently skim emails, they tend to notice PS lines, making them a great spot for a final nudge or important detail.

21. Compress Images for Faster Load Times

Images that take too long to load can disrupt engagement. Compress images to make sure they load quickly and don’t distract from the email’s message.

22. Create Urgency with Limited-Time Offers

Urgency drives action. Use phrases like “only available for 24 hours” or “last chance” to push readers to click now rather than later.

23. Be Consistent with High-Quality Content

Readers will engage more when they know your emails consistently provide value. Keep content relevant, insightful, and useful to build trust and boost CTR over time.

24. Analyze Campaign Data and Refine

Your email data holds the key to better CTR. Regularly check your open rates, CTR, and conversions to see what’s working and what isn’t.

25. Show Appreciation for Your Subscribers

Letting subscribers know you appreciate them can build goodwill and loyalty. Thank-you notes or exclusive perks can make them feel valued and more likely to engage.