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How To Improve Your Email Marketing Click Rates

Author

Max Sturtevant
February 24, 2025

The Inbox Newsletter

Hey it’s Max from The Inbox Newsletter.

Everybody obsesses about click rates.

They aren’t the most important KPI, but they are something that can make a difference.

Today I want to share the most impactful tips that will improve your click rates,

Click Rates Don't Always Equal Cash

People love to brag about their email click rates. Like, congrats dude, your emails get clicks, but are you actually making money?

I will be brutally honest here… Click rates aren't as important as you think.

Everyone thinks having high click rates automatically means you're making bank.

Wrong. I have brands making tons of cash with click rates under 0.5%, and other brands come to me struggling with email results while having click rates over 2%.

Bottom line: It doesn’t matter how many clicks you get if they don’t turn into sales.

HOWEVER, clicks still help lol.

I just wanted to put that disclaimer that you don’t need to freak out above click rates if your revenue is looking good…

Top Strategies to Improve Click Rates

1. Tighten Your Segments

Stop sending every email to every person on your list. That's how you annoy people. Instead, segment your email lists based on stuff like:

  • How recently someone opened your emails

  • Products they've checked out before

  • People who've bought something versus those who haven't

The more specific your audience, the more likely they'll click and actually buy something.

(Hint: Just use a 60 day engaged list)

2. BIGGER, Clearer Buttons

Make your email buttons super obvious and easy to click.

I’m saying stupidly obvious and obnoxiously big.

Stop using fancy fonts and tiny buttons that blend into your design.

Think about your grandma, if she can’t immediately see your button, you're doing it wrong.

Make it stand out and say exactly what you want, like "Buy Now" or "Shop Here."

BIG Clear Button Above The Fold

3. Put Your Button Above The Fold

Don’t bury your most important button at the bottom of the email.

Most people won't scroll down to find it.

Put your main button at the top (above the fold, meaning visible without scrolling) so they see it immediately.

People are lazy, make it easy for them.

4. Every Product Needs Its Own Button

If you show multiple products in an email, don’t just give one general button.

Every product should have its own individual button linking directly to that product's page.

Why? Because if you make your customer click around your site trying to find something, they're probably just gonna give up.

Reduce friction for them and show them obviously that they can click a button and view your product.

Individual Product Buttons

5. Always End with a SHOP ALL Button

Not everyone knows exactly what they want when they open your email.

Always give them an option to check out everything you offer.

Add a general “SHOP ALL” button at the bottom of your emails as a safety net, so even if they don't want what you showed them, they'll still click around and buy something else.

Put links to popular categories (like "Best Sellers," "New Arrivals," "Sales") in your email footer.

It’s a sneaky way to get more clicks and sales from people who aren’t interested in the main content of your email but might see something else they like.

Footer Buttons

That’s it. Improve your click rates just like that.

If you follow all these best practices and still have low clicks, that’s out of your control.

Nail these, and then optimize your landing pages to improve conversions.

Here’s an email design tutorial if you want to learn more about email design: Here

Email Inspiration Of The Day

Brand:
Bubble

Smooth, flows, and follows design best practices.

I would however push to make buttons bigger and make the top CTA a bit higher… but all in all solid job.

Hero Section Template #7

If you want access to a bank of 134 mix and match templates like this equating to over 5,000+ possible email designs, click here » 

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max

PS - If you run an ecommerce brand above $50k/mo and you want to have a free email strategy consultation with me, book a call here »

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