Improving Low Click-Through Rates in Email Marketing

If you've been putting time into email marketing but getting weak results, a low click-through rate might be the reason. That means your subscribers are opening your emails but not taking the next step—clicking on your links. Getting eyes on your message is one thing, but motivating action is what really strengthens your marketing.

Click-through rate (CTR) shows whether people are interested enough to click after opening your email. If your CTR is falling short, it could be due to mismatched messaging, weak subject lines, or unclear next steps. The good news is, this is something you can turn around with a few smart changes. Let's walk through how to tighten things up and start seeing better engagement from your next batch of emails.

Understand Your Audience

If you don’t understand who you're emailing, it's going to be tough to get them to care. Every subscriber has their own set of interests, questions, and reasons for joining your list. Treating everyone the same leads to quick clicks to the trash folder. Instead, think about what drives each group and shape your message around that.

Start by segmenting your list. This just means splitting it into smaller groups based on things like:

- What they’ve shown interest in before

- Where they live

- What kind of customer they are (new vs. returning)

- How often they open your emails

- Whether they’ve made a purchase or signed up for something already

An example: Let’s say you run a promo on branded T-shirts. People who’ve previously clicked on apparel links should get that promo first. Someone who usually browses office gear might not care as much. When your emails match people’s actual interests, the odds of them clicking go way up.

Also, pay attention to timing. If you’re emailing customers in Delaware during the week of Thanksgiving, think about what’s useful or helpful during that window. Maybe they're looking for quick gift ideas or business branding before the new calendar year. Tailoring things like this shows you understand their needs and keeps your messages from feeling random.

Craft Compelling Subject Lines

The subject line is your first shot. If that single line doesn't grab attention, the rest of your message never gets seen. It’s what stands between an open and a swipe-to-delete. So, make it count.

Pull your reader in by sticking to these pointers:

1. Keep it short. Aim for under 50 characters so it won’t get cut off.

2. Be direct. Let the reader know exactly what to expect.

3. Add curiosity. Use questions or a promise that encourages opening.

4. Use the subscriber’s name if your platform allows it. Personal touches feel more real.

5. Match the tone to the topic. Fun offer? Use playful language. Serious launch? Keep it sharp and clean.

For example, instead of saying “November Newsletter,” try “Need Holiday Gear by Next Week?” It’s specific, timely, and gives a reason to open. Subject lines like these do a better job of standing out in crowded inboxes, especially around busy seasons like Thanksgiving in Delaware.

Remember, subject lines are often tested through trial and error. If you’re unsure what works, try sending two different versions to small groups and see which one wins before rolling it out to your full list. Keep testing and learning, and your CTR will begin to reflect those small shifts.

Optimize Your Email Content

Once someone opens your email, the rest of their experience depends entirely on what they see next. If your content is too cluttered or unclear, people won’t stick around long enough to click. Clean layouts, direct messaging, and smart placement of links all help guide the reader through your email without confusion.

Start with your call to action—this is where you spell out what you want people to do. Make it easy to spot and make sure it’s written as clearly as possible. Buttons work better than text links in most cases because they’re easier to click, especially on mobile. Try action-focused phrases like “See the Full Collection,” “Get Yours Today,” or “Book Your Spot.”

Use short paragraphs, headings, and plenty of white space. This helps make your email easy to scan. Stick to one topic per email, or at least group content in ways that flow naturally. If you’re marketing different services or products for the holidays in Delaware, use clean dividers to keep them separate.

Visuals also play a big role. A good image can do a lot of the heavy lifting for your message. Just make sure it loads quickly and looks good on all screens. And if you use photos of products, events, or teams, tie them into the story you’re telling with the copy. A sharp visual that connects with your offer helps the email feel more genuine.

Every section of your email should lead the reader closer to that click. So while design matters, it’s the clarity of your message and how logically you build it that really keeps people engaged.

Test and Analyze Your Campaigns

Don’t treat your emails as set-it-and-forget-it tools. The most effective campaigns grow from testing and reworking. That’s where A/B testing comes in. You send two different versions of one element, like subject lines or CTAs, and compare the results. Over time, this helps you spot what hits and what flops.

You can start by testing things like:

- Subject line wording

- Button color or placement

- Image vs. no image

- Email length

- Personalization like using a name

For example, you might send half your Delaware audience an email that says, “Need Custom Holiday Prints?” and the other half one that says, “Holiday Gear With Your Logo.” Track which version receives more clicks and adjust future sends based on those insights.

Once your email has gone out, dive into the data. CTR tells you how many people clicked your links, but you should also look at open rates, bounce rates, and overall conversions. High opens but low clicks means your subject line worked, but your content didn’t seal the deal. Fix one part at a time. That way, you don’t change too much too quickly and lose track of what’s working.

Over time, these adjustments help you build campaigns that actually reflect how your readers think and behave. The more tuned in your emails are to their needs, the better your chances are of earning that all-important click.

Bring Your Marketing to the Next Level

When you're putting a lot of time into email marketing, it should be bringing something valuable back. If it isn’t, that’s your signal it's time to rethink your approach. From content strategy to list segmentation, there are lots of small details that, when done right, make a big difference.

Consistency helps too. If you’re sending emails randomly or changing your layout too often, people lose track of who you are or what to expect. Sticking with a familiar format while improving the pieces that aren’t working lets you build trust over time.

If you’re ready to tighten up your email campaigns and get more return on your effort, book an appointment with Midnight Design and Promos or sign up for our email list at www.midnightdesign.net. Let's build something your audience actually wants to click.

Ready to transform your email marketing into something more impactful? It's time to apply campaign marketing strategies that actually move the needle. Midnight Design and Promos is here to help. Whether you're refining your current efforts or starting from scratch, our team is ready to guide you. For more details or to get a project started, explore our approach to campaign marketing strategies. Let's build email campaigns your audience won’t ignore.

Still have questions or need personalized advice? Schedule a free consultation with our Creative Director, Kristin Kodenski.

Free Consultation With Kristin Kodenski

30

Book Now

Take the first step towards transforming your brand’s visual identity today. Let’s create something remarkable together!