Increase Your Click-Through Rate

• Email Copy – Is the content in the email suitable? Remember who your target audience is. You may even want to segment your mailing list which will allow you to send to your ideal target audience.
• Logo – Is your company logo clearly visible? It is always best to make sure your company logo is presented at the top section of the email as it immediately helps the recipient to recognise the email has been sent from you. Again don’t forget to use Alt text as most recipients will have images turned off as default until they have been downloaded.
• Calls to Action – Make sure your calls to actions are clear so your recipients know exactly what you would like them to do. Would you like them to click on a link to your website? Would you like them to share your newsletter or add it to Facebook? Make it obvious what you want them to do and how they can do it.
• Focal Point – The important content/images should be placed at the top of your email as that section will be seen first. If you need something extra to attract the recipient to a specific section then an animated Gif can do the trick. They are easy to make (with the correct software) and can make that focal point just that bit special. (Please note: An animated gif will only rotate in web based email clients. Due to this email clients such as Outlook will only display the first frame so you will need to make sure that first frame is still noteworthy).
• Go Social – Everything is going social so why not join in? Add buttons into your design to allow users to follow you on Twitter, join you on Facebook or even pin images onto Pinterest. 

• Inbox Previews – This feature will show you how your email will be viewed in over 14 different email clients. At just a click of a button you can see the results saving you a lot of time and effort.
• Testing Your Spam Score – This feature will help you to make sure your email lands in the inbox rather than the spam folder. It will check the spam score rating of your email, from email address and subject line providing you with a description of how to lower it if it’s high.
• A/B Testing – This feature will allow you to test different emails or subject lines to see which will gain the best open or click through rate. When using this feature it will compare the emails or subject lines sent, it will then send the email or subject line that gained the best open or click through rate to the rest of your mailing list.
• Segmentation - This feature allows you to separate your mailing list into smaller, more targeted groups. You can use the data you have obtained from your subscribers to make sure your emails are sent to those that will appreciate it most. By doing this the emails will be more relevant to those that receive it helping you achieve a better open and click through rate.