Improve Your E-mail CTR With These Quick Tips

In another move that will give marketers headaches and sleepless nights, Apple eliminates e-mail pixel tracking for its users.

With the ability to see open rates disappear, marketers need to instead track click-through rates and drive users to take action.

So, let’s get to it.

Tip #1 – Make People Curious

Be cryptic. Be vague. Be mysterious

It’s crucial, especially when launching new products, running sales, and special offers.

Curiosity starts with the subject line (and preview text). A curious subject line can be intriguing, funny, or just make someone go, “huh?” 

These brands nailed it:

  • “It’s Arrived.”  — Huckberry
  • “for your eyes only 👀” — Chairist
  • “Quick favor?” — Jon Morrow
  • “10/10 would not wormhole again” — Recess

Once you’ve piqued their curiosity with the subject line, keep it going within the body of the e-mail.


A “mystery sale” e-mail like this one from Charlotte’s Web is a great way to get people curious and clicking.

Will you get 15% off? Or 30%?… There’s only one way to find out!

Sunshine Email

Apple’s cryptic e-mail about an upcoming “shopping event” crushes.

What’s happening on Friday? Are we invited? Can we bring friends?

Don’t include all the details… leave some out, so they want to click!

Apple e-mail

This Tom Raffield e-mail about a “secret project” with hidden clues gets us all kinds of murder-mystery excited. 🕵️ 

However, “In the Meantime, Explore Our Range” isn’t the most robust CTA for such a strong e-mail.

We’d suggest hiding the clues behind a click for better CTR on this one.

Tom raffield e-mail

Tip #2: Click to learn more:

Utilize this when sending content or directing to a landing page with more information.

It’s a classic move, but it only works IF your copy is compelling and exciting.

Share a small portion of the content or a summary of the top points, and ask the reader to click to read/learn more.

Examples ⤵️

Copyblogger’s e-mail combines curiosity with the “click to learn more” tactic.

They start with a subject line that gets you intrigued. Even the way it’s formatted is interesting.

Once you open the e-mail, they hook you with a personal message and just enough detail to leave you wanting more.

BOOM! by Cindy Joseph uses a straightforward summary approach.

They tell you precisely what you’ll learn in their post.

It doesn’t invoke a ton of mystery, but it could lead to a better CTR if it’s content the reader wants. Which it should be – if they’re segmenting their e-mails based on interest!

Pro-age E-mail

Tip #3: Ask for engagement.

Utilize this, especially in post-purchase flows and welcome e-mails.

Improve CTR by asking your reader to engage.

  • Leave a review.
  • Fill out a survey.
  • Give feedback.
  • Tell us about yourself.
  • Confess your deepest darkest secret.

Not only will these improve your CTR, but they’ll also equip you with valuable information about your customers. Win-win!

Example ⤵️

The outdoor brand, Wildist, asks for a review.

It’s beautiful, simple, and explains why your review is so valuable.

They also sweeten the deal with a chance to be featured on their Instagram if you leave a review. #instafamous 🤳

Wildist e-mail

Other quick CTR wins:

  • Include a top navigation bar with site links, and a social share footer. This gives readers other opportunities to click without detracting from your main CTA.
  • Hyperlink all images. People ❤️ clicking photos in an e-mail.
  • Make your CTAs obvious (think big juicy buttons that scream “click me!”)
  • Send. Segmented. E-mails. Sending the right people the right content makes them more likely to engage.

Start your e-mail sequence on a positive note with Tyviso Mail – find out more here!

Published by Adrian Vella

He is the co-founder of Tyviso and COO. With 10 years experience in digital advertising, Adrian honed his skills primarily at online behemoth Yahoo!. Working across a range of specialties including, Search, Display and Native he twice received a CEO commendation and industry rising star at the IPA Media Owners awards. After Yahoo he gained further experience in Director level roles in Lead Generation, Affiliates and Influencer marketing, sitting on the industry steering group for the last. Adrian's goal is to enable all e-commerce brands to achieve risk free sales at a fixed cost.

Do you want more high value customers, without taking risks?

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