Email Einstein Ingenious eCommerce Email Marketing by Flowium

7 Ways to Improve Email Click-Through Rate (CTR) | Email Examples

• Vira Sadlak & Andriy Boychuk • Season 1 • Episode 185

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Vira:

Hello. Hello everyone. Welcome back to Email Einstein the podcast by Flowium. We are your host Vira Sadlak.

Andriy:

And Andriy Boychuk.

Vira:

And we are happy to have you back here to discuss yet another exciting e commerce topic. Andriy, how's it going? What have changed since the last time we talked?

Andriy:

Not much, but I'm happy that we don't have a delay anymore and you've finally got your wi-fi internet after a year.

Vira:

After months. But yes, yes. I don't have to steal my neighbor's Internet anymore. Steal, borrow, potato, potato. Right? I'm still figuring out the background situation. So right now I'm recording it in front of my fireplace. I do have like a freaking fireplace in the apartment. How cool. Is this real one? No, I mean it used to be real. I think it used to be real in all of this, like old London apartments because my house is like the apartment where I live. It's like 300 years old or something. So it used to be real, but they I think just like blocked it because there is like no use for it anymore. So it's just like decorative fireplace now. Still cool.

Andriy:

Nice.

Vira:

Yeah, cool. Okay, so you guys, today's topic. Today's topic has been like highly requested by all of you who listen, by all of you who watch our YouTubes. Every time we post something about this topic, it gets very, very popular. So today.

Andriy:

Even internally, even internally, like our teammates asking us when they're working on different projects, sometimes they want to improve this and that's why we recording the full. Dedicating the full podcast episode to it.

Vira:

Yes. So please roll the red carpet for episode about different ways to improve your email click through rates. And we will be sharing some exciting examples as well. Let's do this.

Andriy:

You know what we are like when we were doing research, I just want to, I mean there's common ways how you can improve click through rate. But also there's like uncommon or the new ways, of course, people coming up with the new strategies, new technologies. But I personally hate those resources where they like, oh, create compelling subject line like, but like how subject line has to do with a click rate. And I know we just had a short talk before the recording.

Vira:

Right.

Andriy:

But I just don't like when people like write this like let me start what is email marketing is and how we drive traffic to website and like you know like and then after probably 5, 5 minutes of your time they like start talking about the click rate or click through rate.

Vira:

Yeah, agree. But like, I mean still they're like there are some basic stuff that are still can be like confusing for many. I know I was confused when I first started like working in email marketing and I know that this like blogs that don't come from like the authority of source. They don't help either. Very often these blogs they confuse click rate and click through rate. Andriy can you explain the difference?

Andriy:

Sure. So we sent an email to 1000 recipient or let's do 100 because easier math, 100 recipient, 10 of those people clicked. So so click rate for that email is 10%. However let's say when you're calculating click through rate it's open to click. So it's like you send it to 200 people from hundred people. Let's say 50 open. So you have an open rate. 50% and you have 50%. 50 people open and let's say the same 10 clicked. So what's a click through rate is 20%. So click rate is 10% and click through rate is 20%. Okay, so now I'm taking my words back about the subject lines. So it's not relevant for click rate but it is relevant for click through rate.

Vira:

Oh okay, yeah, I see what you're saying.

Andriy:

Yeah, because there's very.

Vira:

Because click through rate is the percentage of people who open and click rate.

Andriy:

I do apologize for all those who created the content and I insulted them. So like I do apologize. I did a mistake.

Vira:

That was a quick one. Usually it takes like this youtuber longer, you know, like they first make a mistake in the video then they record the whole separate video about the mistake they made.

Andriy:

Listen, I'm married. I'm married for almost 11 years so it's.

Vira:

So it's easy to admit mistakes to you. I see. Yeah. Another like a little discussion we had with you before the call is whether or not this click through rates and click rates were affected by Apple privacy updates. Because with open rates and it is definitely one of the metrics that we as email marketers look at all the time with open rates we are seeing this trend that open rates are inflated. Does it mean though that if the open rates are inflated the click through rates will be deflated? Is that the case Andriy?

Andriy:

Yes, you're correct. So the Apple privacy does not affect click rate, but it does affect click through rate because you have a higher open rate but the same click rate. So in percentage it will decrease the number like click through rate.

Vira:

Right, Right. I see. Okay guys, so that's probably means that nowadays even more important than before is to work on your click rates. Click through rates on improving your click through rates and click rates for deliverability purposes and just for the health of the account sake, I guess. So let's start from the basics. Andriy, number one strategy that we recommend to use when thinking about improving your click rates is be strategic about your CTAs. Tell us more. Andriy.

Andriy:

So yeah, so and by the way, somebody just last week I believe they commented on one of our videos because we have similar video on YouTube where I described like seven ways to improve your click through rate. This is the advanced version of that video and much longer in much details. So our rule of thumb to have a one call to action per email. So let's say if you have a product, you have a collection, you have a sales, you have one call to action. However it doesn't mean it's a one button or one hyperlink. It can be five of them. Five different button hyperlink image. You can have multiple links, but the goal is to have only one call to action. So you do not confuse people. So you don't like hey, buy here the new collection and here's 20% off for our old collection. Like you don't want to confuse much your audience unless you have some kind of unique brand. Say if you're Amazon, maybe you do want to show like multiple products and multiple call to action. However I still even for Amazon I would say it's better to have one call to action and people taking the action.

Vira:

Yeah, it's that like again going back to that example of like choice paralysis when you have like too many options to click on, you just like don't click on anything. So too many clickable options, no clicks at all, too many different paths. Basically the visitor gets lost. I must disagree with you Andriy, because there are certain brands that I appreciate them doing like multiple CTAs. For example, when it comes to skincare or fashion, I need to see my options, especially if they don't have as much information about me as I would want them to and they can't personalize email. So I do appreciate those emails when they have link to the collection, but then links to like separate like recommended products from the collection. And I do like when they include like the CTA for the social media as well. So as a user, I appreciate it. As a marketer, I see where you are coming from.

Andriy:

Even as a user, I would respectfully disagree. And again, we have, we can have different opinions. The goal of email is not to sell. The goal of email to get them curious, for them to click and visit the website. So if you have many options, sometimes, yes, you give like the logic is here, the following. We give them more options, they have more options to work to click. But when people are reviewing their emails, you having their attentions for few seconds. So it's rather to focus them on one thing versus to like split that attention to different things. Because when people have multiple options, they just like analysis paralysis and they move on to different things. Their brain shuts off and they move to the next, next thing.

Vira:

There is this tactic.

Andriy:

Yeah, that's why. Sorry. That's why the fees on our phones. Instagram, TikTok, so addictive, powerful. Yeah. Because it doesn't show you three stories or three posts in a row and it's like three, three, three. No, it's like only one on your screen and you scroll to the next one. To the next one.

Vira:

Yeah. There is actually this tactic that our designers taught me. It's called the squintest. Do you know what it is?

Andriy:

No.

Vira:

It's basically when you're like opening an image, opening an email on your phone and you try to squint as much, that email gets like blurred. You still want to basically see where your attention is going. So that will help you to understand where the customer like will click. It should be like super obvious if your CTA doesn't like when you're like squinting your eyes like this. So so like everything is like blurred, you know, I don't know how to explain it. Yeah.

Andriy:

I got you another. Also like another tactic that I use, what was taught in architectural school is basically was about drafting. When I was drafting with my hand, not computer, to take like two steps back. Because when you draft you have to have a different weight for each line. So like when you stand back so you understand the drawing. Same. Same thing with email. I would say you can step back and see how your emails like look from the far like what stand out to you.

Vira:

But that's a different thing with email.

Andriy:

Something similar, but different approach. Something. I think the same idea, same goal.

Vira:

Yeah, but I mean in those cases where you need to use multiple CTAs, and I know I do have clients who we have multiple CTAs for for example, I covered it in our previous year in our previous podcast. But for one of my clients we do send this like newsletter with like multiple recommended resources. And believe it or not that newsletter does have like a really good open rates and click through rates too. So in those cases when you absolutely need to have like multiple CTAs there is this CTA hierarchy best practices that you need to follow. We always lead with like the primary CTA and normally we put it at the top of the email. Here's actually a good example from the brand called Jones Road. For those of you who are like watching us on YouTube basically on the top of the year of the screen they do have like the main CTA that is linked to their I assume, I assume like the skincare collection. But they also have this like in text link that is specifically talking about one of the products. Because this email it talks about the skincare routine, the steps of the routine and they do have it in the form of a linked text, like a hyperlink. Right? And it's like in pink. So you can see that there is something special about that text, that it's clickable but yet it still does not distract you from the main thing. Right. But then what I also like about this email is that even though they have multiple products, the CTA is not repetitive. Sometimes the brands are doing, they include the this product blocks and then they have this like shop now or buy now or add to cart on all of them. I kind of like that the CTAs are like different and they are very descriptive. They are telling you exactly what this product does or like what you will, what you need to do and stuff like, and stuff like that. So I do like when brands offer multiple CTA options but I do like when they have this like hierarchy that you still can understand what is like the main CTA. Right?

Andriy:

But I like this example, this email especially what I said about Instagram for example because you are scrolling and you have like, I mean you have your screen and you can see this like the title of this lady. Then some text and call to action. So probably this section will fit to your screen and you scroll right to the next one. So basically this email divided in the blog and each blog has like one cta. So this like I do love this, this layout and I think this is strategically great examp. I don't like those emails and I personally believe they are ineffective when they have three products in a row was add to cart. They like sometimes random products that thing does not work. But if it does, please prove me wrong. Put comments under this video or like shoot us message in WhatsApp fluent.com WhatsApp and I would like to learn. You know, I'm not always right. Just sometimes.

Vira:

Yeah, that's a good one. Yeah, I like your point about like basically having one CTA in one sort of like screen. Especially when it comes to like mobile optimization. The sparking curiosity is also like a good strategy when it comes to like CTAs. I really do appreciate those brands who are being creative with their CTAs. Like Chavez for example. We do use them a lot as an example of very clever copy and clever designs. But in this email they do promote multiple products. Like multiple products from the same collection actually from different collections. But they are like CTAs are so clever that you just want to keep scrolling and just like you want to keep clicking because they are intriguing. Right. So I do like that.

Andriy:

You know what I was just thinking it would be cool and probably somebody already does this. It's cool to design an email in like Instagram feed format, you know, like picture with some text with likes the next one. And I would be curious to see how many people will. And the heart should be unclicked. So people should.

Vira:

Just click like the post kind of.

Andriy:

Yeah, like I don't know. I just got the idea, so. Listeners, you just got the idea for free?

Vira:

Yeah. You're welcome. You're welcome. People. People are paying money to get Andriy's recommendations and you have them for free. Thank you very much. But I do like that idea. Andriy, I'm going to. I'll probably going to keep it. I'm going to totally steal it. Okay, cool. CTA's in multiple locations. What do Andriy think about this strategy? Like having them placed in different locations of the email.

Andriy:

So I volunteer for the organization Dignitas Ukraine and I use the strategy a lot. So there's not only one call to action, but multiple call to. Sorry, multiple locations. One call to action is like almost at the beginning and I like to use it as a hyperlink. Then I like to use it as image call to action. Then button call to action. So I put more call to actions. But different format doesn't mean like I have like five different buttons. But I do have like hyperlink image button. What else can be the call to action? Yeah, I like the strategy.

Vira:

You just like spread them over the email. But it's like still the same cta basically no matter where the people would click on they would still be brought to the same location, right?

Andriy:

Yeah. There are a few more things I want to mention about before we move to the next one. So also the design layout means a lot. I see a lot of brands making this mistake. They putting too many call to action in the header of their email. They're treating email as a website menu, like for him, for her this and that. Listen, you created this email for people to see. If you have too many call to action in the top people, it defeats the purpose for people to scroll. They just click or they don't click. You're overloading people from the beginning. So make it minimal. Make them curious to see your email, scroll down and then click. So this is number one. Also, like a great example, very similar to what you said about Chubby's about Spark Curiosity. But is this one from Mr. Beast Brands Feastable? By the way, soon we will have a retention director on our podcast. So if you have any questions about Mr. Beast feastable emails, please leave them in our chat in WhatsApp flowium.com WhatsApp and we'll make sure to ask him like all those questions. But what I like about this email, if you're watching on YouTube, listen, he provides information. He said, we launched in Target and this has happened. There's few snapshots of what happened, but it's hard to get. There's some skateboards, some cameras. It's like you can guess but you're not sure if you're guessing right. So you do want to click to find out. So it's like a hook to hook you. And MrBeast is one of the best who creates hooks. So we all know this. But this is a great example how you can hook people to click.

Vira:

No, that's such a fun idea. I would totally click on that. It would get me like this. But I think all we talked about, it ties nicely with strategy number two, Personalize your emails. Because the more personalized your email is, the more value you deliver to your customer, the higher the chances are that they will want to continue reading. Right? And I mean, to me, the personalization actually starts from like understanding who your customer is and like what they like and what they would like to receive from you. And it all comes down to segmentation as well. So this is like, for me, this is like the very first step of like personalizing. Any strategy is just like segmenting. So like sending the right message to the right person and not like bombarding your list with like the entire list with the same message.

Andriy:

Agree, agree. And what you mentioned before about skincare for just have thinking like idea in my head. So how I would do it, if there's some kind of quiz or something to collect information from the past, I will segment that. And somebody who has a dry skin, the call to action might be like hey, moisturize your skin or the things, products for dry skin. You know, like thing that talks to your pain point. You are more likely to click that versus show the product and shop. Now that thing is not personalized. Something like hey, products for dry skin is like oh, I have a dry skin. I'm interested in this product. Let me click on it.

Vira:

Right. But also like this segmentation, it does help with your email deliverability in general. And regularly cleaning your list like removing those people who are like unengaged from your segments. Removing those who like bounced marked your email as spam. It actually will help you to make into your recipient's inbox and as a result you will get like higher engagement, higher open rate, higher click through rates. So yeah, so that's just a bonus for you.

Andriy:

I'm glad that you just brought this about the deliverability because the new rules from Yahoo and Google will be in effect February 1st. Not sure when we're releasing this podcast. Do you know?

Vira:

Actually yeah, it's the last week I think of February. So in a few days you guys.

Andriy:

January, I mean, correct.

Vira:

Yes, yes.

Andriy:

Okay, perfect. So it's extremely important. So if somebody mark like three people, if three people out of thousand mark you as a spam, more of your emails will land in a spam folder. This is like tighter, stricter rules from Yahoo and from Gmail. So it's extremely important for you to check those and improve those numbers. Clean up your list. It's extremely important. And a lot of people are screaming a lot that like oh, email will die. No, but there will be less competition if you do things right. There will be less competition to compete with your brand because if you do it right, you will land in inbox. Everybody else might land in the like spam folder if they don't follow.

Vira:

What is the percentage the benchmark? 0.03. Right. For the spam complete.

Andriy:

No, no, 0.3 I think.

Vira:

Oh, 0.3. Okay, well it still will.

Andriy:

No, it's extremely separate like a lot.

Vira:

Of people or like get a lot of people out of, out of the industry. Right, Cool. And when it comes to personalization also don't forget about flows. This like automated email flows. They do generate high click rates because content is like have high like people who receive this email they have higher intent of opening the emails from the flows because the flows are triggered by like certain actions. Right. So overall automated emails amazing for driving higher click through rates.

Andriy:

I do love this email that you have from Spotify actually I'll add probably a few more from Buzzsprout. Also from YouTube. I remember when they do the wrap up for the 2023, I mean people even like even I do I screenshot it my email and share it on social media. Like people wants to share what they accomplished. Like from this podcast we got, I don't know how many like downloads we were in the top 25 right? Podcast in a bus sprout, blah blah blah. So it's like it's cool numbers and people love to know the numbers and I like to share this and people like, I mean like like it, like comment it. Oh congratulations. This is a lot. Like we did like 315 videos last last year on YouTube which is like for some people it's like whoa.

Vira:

Like for all people it's whoa. Andriy. It's amazing. But yeah, I mean I think the Spotify they probably like started this trends or at least they were like one of the first brands who did this like your 2023 wrapped or whatever like end of the year review email. But this is like the, the ult email, right? What was your actually Andriy number one song last year? Do you remember for Spotify or whatever you're using Apple, Apple music or whatever.

Andriy:

Yeah, so we, we. Do you remember we had that, that music music thing in our Slack channel. Yeah, yeah. Everybody shared but I don't have Spotify but from. Hold on, let me just. I have it, I have it, I have it.

Vira:

I had like the most random list ever. Yes.

Andriy:

So actually you know what, let me just screenshot it and put it so you can see it.

Vira:

Patriotic, uplifting, baddest music. Good for you Andriy. My number one is like Ed Sheeran and then Harry Styles. So like my number three is the Ukrainian song. So you did better this year. But yeah I do love those emails and they are great because people do share them. It creates like a lot of traction, a lot of like social media interaction. It's amazing. Also like for personalization you can personalize obviously person's first name. This is like a no brainer. You always have to like include it in the email. But I do love those apps who help you to personalize the, the hero images right with the name, with person names or sometimes you can even make it animated. So anyways, personalization is huge. Don't neglect it and you, you will see your CTA or your click through rates growing like crazy. Strategy number three, emphasize call to action with images and GIFs. We talked a lot about GIFs. If you want to learn more about GIFs, go back to one of our previous episodes that we will link in the description box and you can learn more about how powerful they are for improving the engagement. But I actually witnessed it firsthand with one of my brands who we did test like static image versus animated image. And here on the screen you can see this is like literally the image was taken from the same email. So on one image we have this static SUV car. Gosh, I don't know what's the name of the car? That's embarrassing. I've been working with them for.

Andriy:

Toyota Tacoma.

Vira:

Okay. The Tacoma. Thank you, Andriy. Thank you, Andriy. Yeah, so the first one is just like a static Tacoma and the second one is like the animated image of the same Tacoma, but it's like driving through mud and through desert or whatever. We ab tested multiple variations of similar kind of variations and we did see the CTR. On average the click through rates perform 0.3% better. Which to you might seem like not a big difference, but for a big brand, 0.3 is actually a huge thing. And it did drive a lot more revenue. The animated one eventually drive a lot of more revenue because there was a big lift or the average lift in the CTR. Right?

Andriy:

Yeah, and going back to the previous kind of strategy about personalization, this is great. Also example because you're talking here about 2006 Toyota Tacoma. I don't think you're sending this to somebody who has Dodge or Ford.

Vira:

No. Yeah, we kind of collect information about customers through different means and then we use it to segment it because. Well, for this brand, for any brand it's important. But for this brand, they're selling thousands dollars worth of car deal details. You would be bummed if you would receive like a suggestion for like a ram for like $2,000 products if you are using Tacoma. Right. So yeah, for them it's like super important. And like the email itself is like personalized to customer needs. Not just like the name or the topic, but the entire email is like personalized to certain group of customers.

Andriy:

So the next strategy is to make your promos in emails time sensitive for them to take action. If you add urgency, either clicking timer or saying that the thing's expiring in X, Y and Z minutes, people are more likely to click even if they don't want to buy that. They just curious to see what's going on.

Vira:

Right, right. And you can create like urgency different ways. You don't need to always use this like fancy countdown timers. There's a great example by the brand called Baboon to the Moon. By the way, I love the name. It's so like clever. And.

Andriy:

You always follow this brand. How do they target you?

Vira:

I don't know. I guess I'm like just like subscribe to all kinds of weird people, weird brands.

Andriy:

I love weird in meta targeting. Weird, like audience: people who like weird things.

Vira:

Yeah, probably. I mean it's a cool brand and they do sell like different like bags and the bags look amazing. But their emails are great too. And just like my point here is that you don't need to use any advanced designs to communicate the urgency. This email that they sent, it was super short. It was like plain text email and all. They said that. Consider this. Your heads up backpacks are back on the shelves for now in your favorite core colors. So yeah, they didn't give you any like any certain like countdown timers or. No, nothing. They just like created the urgency around the product that is being sold out. So yeah, it's super cool example.

Andriy:

Also extremely important, do not fake it. So if you have some kind of urgency, if you have some kind of sale and you have a deadline, make sure there's no sales or promo code does not work after that time because people will start stop trusting you. So last crumb is client of ours. They use, I mean they selling cookies but in matter of seconds. And I mean matter of minutes, sometimes even seconds. I know that some people are having three devices like laptop, phone and the computer to buy pack of cookies which cost $150. But there's no fake urgency. Like if I want to buy when they dropping those cookies like typically it's Wednesdays. I click on that. It's always sold out. Always. Even my friends say, listen, you're working with them. Is there any back door to buy those cookies? Because I cannot buy them.

Vira:

I haven't had them yet. It's been what, two years since we started working with them? Maybe three. I don't know. I haven't had these cookies yet. Not that I was super like motivated to be the first one in the line. But yeah, one day. One day.

Andriy:

Sorry for spoiling cookie or cook any other cookies.

Vira:

I heard they are heavenly. Andriy, what are you talking about?

Andriy:

Yeah, of course, like you have to be heavenly good if you pay 150 for 12 cookies. But the Experience is amazing. And when you have that experience.

Vira:

The packaging, every cookie has a story and everything. One of my friends actually received it as a gift for Christmas and I'm like so jealous. Okay, cool. So the next strategy is a big one. Optimize your emails for mobile. You guys, if your emails are not optimized for mobile and it's hard to see your CTA or the CTA does not stand out enough, people won't click. That's like easy as that. Yeah, it's pretty self explanatory, right?

Andriy:

It is, but what does it mean? And I'll explain you. So, so there's a big difference between pretty design, like email design, like okay, sorry. There's a difference between graphic design, who creates beautiful designs and email marketing designer. And you will ask what's the difference? Any graphic designer can design beautiful email, but does not mean it's. It's optimized for emails. So what I see often on the desktop there's a beautiful email because I have what like 30 inch whatever the screen and it looks huge and I clearly see all the letters, call to action and so forth. But when I open on my iPhone and keep in mind there's also iPhone, what's like small or light? Even with a smaller screen, I don't see like the text, everything shrinks because it's an image, image shrinks and everything else shrinks. And those call to actions are too small. Text is too small, it's not readable. That's why any text or buttons needs to be mobile responsive. So if it's on the iPad or it's on the iPhone, it's optimized and it's getting bigger or smaller. Depends with your device size, right?

Vira:

And I do love when brands are creating the email that way that when you open an email you have like one CTA per screen. Like we just discussed it. Here's a good example. Actually Songkick, here's a good example. So when you first like open their email, you literally have one cta. But when you view the same email on desktop, then email gets longer. You have multiple CDAs and stuff like that. So it's super important that this email, it reads one story that you just want to keep scrolling on mobile device. Okay, cool. The next strategy, the one I'm the most excited about is gamification. Andriy, tell us more about what do we mean here by gamification?

Andriy:

To prompt the receiver to do something in your email. Sometimes it's like to play a game to vote for something. I see there's another example. I'm not sure what it is, but maybe to take a survey with AMP email. So AMP emails, AMP technology open the doors for creativity. So sometimes it's a survey like feedback. Right here we have a Mr. Beast Feastable Brands where it's saying click this email thousand times for a chance to win 100% off. And just imagine how many times people will click and person that we are inviting to our podcast. He said they send it email to 2000. Sorry. To 2 million subscribers. And the click. There were 200,000 million clicks on that email, which is insane. Insane. So it's not like 10% click rate. It's what I mean.

Vira:

Yeah. Oh my goodness. I just like want to have them on our podcast because they do have like so many questions. But listen, you don't even need to have that like AMP technology. One of the examples that we might have shared in the past, this is one from one of the brands that we work with. We created this little promo back in the day, I think it was like a few years ago for the national train your brain day. We basically gave them the riddle and the answer to that riddle was their discount code. Right. So we've seen like a big improvement in click through rates just because people probably was curious whether or not they guessed it correctly. Right. And just like I in general love this, love this email, love this design. And we actually tried to.

Andriy:

Because you created.

Vira:

I might be biased. Yeah, no, it was like back in the day. It's super cool. And I really like what our designer. I think it's Katarina back in the day who created it. She actually like emulated this almost like a phone message conversation here, which made it even more like engaging this email. So yeah, you don't need to have the AMP technology. It's amazing. If you have that means definitely do that. And here's actually one more email that we discussed on our previous call.

Andriy:

So hold on before we go, because I cannot solve this riddle. I have cities, but no houses. I have mountains but no trees. I have water, but no fish. What am I? Starts with M. Okay, Andriy.

Vira:

Well, I'm going to give you a hint. Me and my husband, we were in this business before we sold it, we were selling what?

Andriy:

Map?

Vira:

Three letter. Yes, it's a map.

Andriy:

Oh, wow.

Vira:

Well, you probably, you would probably clicked on that CDA just like to find out whether or not the answer was correct. So yeah, just like be creative. There are like a lot of ways to improve your click through rates. This is one of the examples that we Shared last week for the Valentine's Day episode, the share the love email from WWF where they had like different, different animals and you had to click on your favorite one. I assume that they are click through rates. Yes. You had to like pick your favorite or like pick your favorite animal or whatever.

Andriy:

And if you missed the last week's episode, why we believe people are clicking because Vira said that penguin should deserve more clicks.

Vira:

Yes.

Andriy:

But right now they are like on the third spot. No on the second spot. So Vira would like, oh no, Pengu has to win. So I'll click for penguins. So it's like our human psychology and they're playing that and this is a great example.

Vira:

Cool. Okay, awesome. The next strategy that I know you particularly like, you've been a big supporter of the idea of using text based emails for improvement of ctr. Why are they effective?

Andriy:

So our team hates me for that, but I know they effective and, and here we have example from Neil Patel and also example from Magic Spoon. I'm not that guy who said like 100% of your emails needs to be tax based, but I like what Magic Spoon does. They have probably every intense like maybe one to two emails out of ten they send text based emails. Why? Because it's a break. The pattern it's very clear. Like I love receiving Niels Patel emails. Like he does not waste my time with like big copy. It's like what Even this one example that we're sharing right now, this is very long email that he sent. Typically it's like maximum three lines and call to action. Oh by the way, we need to also include from Sticker Mule. They are the best of the bet. They have one line was a hyperlink. That's it.

Vira:

Amazing, Amazing. I would love to see their like CTR CTR results. I would assume they would be super high. No, they are, they are great. Because this emails they normally they don't have any like distractions. The call to action is very obvious, right? You have like one link to click. Nothing is distracting you. They are amazing. Yeah, I'm a big advocate of those as well. And actually we will have like a big A/B test series for one of my accounts where we will be testing like image based versus tags based and this, this brand normally they are very like image heavy, you know. So I'm curious to see the results.

Andriy:

And there's I mean general practice, the general general recommendations about the call. Sorry, not call to action to increase click through rate. Like you need to do split test but actually you need to do those things for all KPIs. But one important thing is to use heatmaps. I mean you can use a paid version. There's a tool for heatmaps of emails. But there's a free trick or a free trick that we use internally. And I have the entire YouTube video about this called can you heatmap emails? In that video I explained how to modify your links so you are able to see where people actually clicking. Because what the problem is, let's say if we put five times flowium.com in the hyperlink, in the bottom in the image, all ESPs like Klaviyo, Mailchimp, ActiveCampaign, they will show, let's say 50% click rate on all those locations. They will not separate if people click on the button or hyperlink.

Vira:

Yeah, but there is like a really fast quick way to differentiate them now.

Andriy:

Yes.

Vira:

Cool.

Andriy:

Indeed.

Vira:

Okay, well, there you have it, you guys. Our seven best strategies of improving your click rates and click through rates. Actually, there is a video by Andriy where he talks like in depth about some of the strategies. So we will link it in the description box as well. And everything that we discussed will be in the description too. Thank you so much for listening you guys. It was fun having you here with us, again. And we hope to have you back next Tuesday.

Andriy:

Yeah, thank you very much. See you next Tuesday. Bye.

Vira:

Bye.

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Vira Sadlak

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