Why is my email campaign click through rate so low?

5-Second Summary

• The average Click-through rate (CTR) for the IT industry is 2.0%. If your emails are underperforming in comparison to your competitors, there are several ways you can improve your CTR.
  
  
• Some ways you can improve your CTR are writing concise email copy, choosing relevant imagery, mobile optimizing your email, using applicable CTAs, and providing targeted offers to a segmented list.

Choose relevant imagery
Make sure your images align with your brand but limit the amount, so it doesn’t distract from the Call to Action (CTA). At the very least, include an image in your banner that entices the recipient to keep reading. Use relevant images and link the image to provide another opportunity for readers to click.

Ensure your email is mobile optimized
HubSpot’s Marketing Trends Report says that 50% of emails are opened on mobile devices. To ensure your emails are mobile optimized and recipients can click on your CTAs, use easy to read text, clear images with reduced file sizes, use a simple layout, and use mobile-friendly CTA buttons and links.

Use single and applicable CTAs
Having your recipients focus on one path will make them more likely to click. Emails with single CTA’s “receive 371% more clicks compared to those with multiple CTAs” (WordStream). Button-based CTAs also improve click rates by 127% but be sure to hyperlink relevant copy to provide another opportunity for recipients to click.

Segment your email lists & provide targeted offers
To avoid sending irrelevant content, segment your lists and tailor your emails to those specific audiences. This practice results in 50% more clicks than sending the same email to your whole list (HubSpot). Include targeted offers that speak to your recipients' needs, which will most likely lead to more clicks. According to HubSpot, this results in "25% more sales leads and 24% greater revenue."