How To Increase Click Rate In Email Marketing

Updated: May 11

6 Tips On Improving Your Law Firm Email Marketing CTR

An email marketing strategy doesn't start and end with signup. Your subscribers need to open and read your emails before any actual conversions can happen.

So, let's talk about how to improve your email drip's click-through rate.


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The percentage of people that open your email and click on a link within it is known as your click-through rate (CTR). A high CTR indicates that you've enticed your audience to open and respond to CTAs in your emails.


The click-through rate (CTR) is an essential indicator for marketers since it allows you to better identify your target demographic. If you're getting high CTR, that means your email marketing strategy—or at least parts of it—is an effective Lawyer Marketing Tool.


If you utilize an email marketing solution, your CTR should be included in the reporting metrics, but you can also calculate it yourself. Take the total number of unique clicks on your email and divide it by the total number of persons that opened it. You can then convert that amount to a percentage by multiplying it by 100.

That said, here's a list of tips to increase that CTR:


1. Write Catchy Subject Lines

For email marketing to work, people need to—at the very least—open your emails. Therefore, an interesting subject line is the first step to boosting your CTR.


Here are a few pointers to help you write the best subject lines:

  • Keep it short and sweet.

  • You only have roughly 50 characters to work with.

  • Appeal to the recipient's curiosity without being overly-clickbaity.


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2. Perform A/B Testing

Send the identical email twice, each with a different subject line.

Which one is performs better? Does your audience respond better to certain keywords? Do they link emojis? What types of content or topics are they most responsive to?


Remember: Testing takes time. However, this is the best way to gauge what your audience wants. Finding out which emails they prefer will help you create content that they're more likely to read or respond to.


3. Build A Mobile-Friendly Design

A lot of users are now doing everything (including reading emails) on their phones. Additionally, desktop layouts don't always translate to small screens, so make sure your email design is compatible with both.

As you check your email on various devices, consider the following questions:

  • Are all of your links active and heading to the correct locations?

  • Are the fonts large enough to read?

  • Is your mobile template accessible?

  • Are the videos and graphics loading quickly and appearing as expected?

  • Are your calls to action (CTAs) easy to understand and click?

In short, you need to make sure that your emails are as functional on mobile as they are on desktop.


4. Include Clear CTAs

CTAs are a great way to urge subscribers to perform a certain action. That desired action can be anything from reading your new blog to downloading a new ebook.


Here are some pointers to help you write a great CTA:

  • Keep the writing short and to the point.

  • Have clear instructions on what you want to subscriber to do.

  • Include the CTA above the fold (at the top of the email) so that it's one of the first things readers encounter when looking for important information.

  • If you're sending a longer email, including another CTA at the bottom can be a good idea.

In general, CTAs are an excellent tool for Lawyer SEO. You use them on your website, blogs, social media, and yes, emails. They help boost conversions and spur your readers into action.


5. Use Buttons

Use buttons instead of hyperlinks to ensure that readers don't miss your CTAs. The option to put buttons in the body of your email should be available through your email marketing tool.

This step makes your CTA stand out and makes it easier to click, which is especially beneficial for readers on smartphones and tablets.


Remember: Run an A/B test on different CTA buttons to determine which style, format, and CTA phrases are the most effective conversion tools.


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6. Have A Consistent Design


Your email design should look and feel the same throughout your online presence. In short, this means that you should stick to your branding.

Colors, formatting, brand voice, and tone should be consistent across all channels, including your website, social media pages, and emails.

Given the competition for attention in your readers' inboxes, you want to stand out and make it easy for subscribers to recognize your law firm's branding as soon as they open your email. Therefore, your colors, typeface, and voice should all be consistent from the subject line through the CTA.

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