Now that Apple Mail Privacy Protection has officially rolled out, it is no longer possible to track email open rates for subscribers who use Apple Mail. That’s approximately 49% of people who use email.
However, there are other metrics you can still track—including the click-through rate on your emails. When people click on any link in the emails you send, that indicates engagement far better than open rates.
Here are a few tips for improving your click-through rates.
1. Segment your list.
If your emails aren’t targeted to specific audiences, it’s possible a significant portion of your audience doesn’t see your emails as relevant to them.
The more relevant your emails are, the more likely your audience is to click through. If you’re not seeing great results, try more precise segmentation based on factors such as income level, job title, past interactions and interests, region or past engagement.
2. Strengthen your design and visuals.
Eye-catching visuals and a clean, effective layout can lead naturally through the message to the call-to-action, encouraging readers to click on that link.
If design and visuals aren’t your strong suit, hiring a professional designer can make a big difference.
3. Keep your emails focused.
If your emails are too complex, your readers could be getting lost in the details—and your CTA could easily get lost.
Emails with high click-through rates are often pared down and fairly simple, with an easily-understood message, clean visuals, and a clear and obvious CTA. Exceptions exist, but bear in mind that your audience is by nature distracted. Make it easy for them to take action.
4. Structure your emails to be scanned.
Most people just scan a marketing email rather than giving it a close read. Keeping your message simple is crucial to getting people to take action within the body of an email, but the structure you use can also make it easier for scanners to take action.
Assume that your readers will be scanning—and make things easy for them. This means breaking up your email into brief sections that logically flow from one to another, with a simple, easily-digestible headline above each. Your most important message should go near the top—as people don’t necessarily read down to the bottom.
If you want to improve click-through rates, consider every element of the email—from design and layout to structure, non-distracting visuals, and a message that’s tailored to a precisely-segmented audience. If you do, it’s likely you can measurably improve this metric.