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Why Aren't People Clicking Through on My Email?

copywriting email marketing
Why Aren't People Clicking Through on My Email?

Welcome to CreativeDemand Copywriting Tips! I’m Anna, a professional copywriter. Today I’m going to answer a big question that I know you’re asking: “Why aren’t people clicking through on my email?” I’m going to give you a quick four-point checklist to help you troubleshoot this issue. Often the answer is simpler than you might think. 

The 4-Point Checklist for Email Clickthroughs

  1. Your email had more than one call-to-action, or the call-to-action was not clear. Does your email have a button? Buttons are easier to see than links. Did you ask your audience to do multiple things? You should only be asking for one thing in an email. Download Now. Order Now. Register Now. One email per call to action. 
  2. Was it too long? Did you take too long to get to the point of your email? You should be saying what you want people to do at the top. If you had big blocks of text or you only said the most important thing at the bottom, people probably didn’t make it through your email.
  3. Did you ask for too much? Maybe you haven’t built the kind of connection with your audience to warrant what you asked for. Maybe your sales funnel is underdeveloped or your content is not as interesting as it needs to be.
  4. Did you provide enough information for people to click through? If you just said, “here’s my latest blog post” without a compelling description, people are not going to click through. If you wanted them to order something or download something, did you give them the hard and fast facts or the bullet points as to why they should do that? Did you leave out anything important?

If you’ve gotten through the checklist and you still don’t know why people didn’t click through, here are a few other considerations:

  • Send dates and times are important. If you’re sending emails at irregular times or during peak periods, you may get less of a response, simply because your audience isn’t seeing your email among all the others they’re getting.
  • Spam happens. There are times when your email randomly may end up in the spam folder. This should be rare, but it does tend to happen. Ask your email subscribers to “white list” your email address by adding it to their contacts (so it doesn’t end up in spam). 
  • You only sent one email. People often need multiple exposures to an offer and multiple reminders to take action. If you want more clickthroughs when promoting free content, make your emails shorter. If you want more clickthroughs on a promotion, send multiple emails. 

Increasing email clickthrough rates takes some trial and error. Don’t get discouraged when you have low clickthroughs — just commit to experimenting until you get more traction with your audience. Thanks for reading!