Three Easy Things You Can Do to Improve Click-Through on Your Email Newsletter

You’re sending out an email newsletter regularly, but are your recipients even reading it? Some probably are, but would you like to get more responses and click-through on your call to action?

If more clients were making an appointment or registering for your program as a result of these emails, would it save you time and energy?

There are 3 easy things you can do to get people to click through more readily on an email newsletter: create a clear call to action, include a link back to your website, and check your spelling.

Here’s an example:

Recently we visited San Diego and stayed in a quaint hotel near the beach. After our stay, the hotel sent a follow-up email inviting us to stay with them again at our next visit (click image to enlarge):

moonlight beach motel email newsletter critique of problems with call to action and click through effectiveness

This email is missing the mark on connecting with clients. How? Let’s break it down.

1. Create a Clear Call to Action

What’s the call to action in this email? “Make sure to check out our brand new website which you can now make reservation requests on.” This works, but I would have reworded it to say, “You can now make reservation requests on our new website.”

It’s actually wonderful that they now offer this service, because they didn’t before. But… where’s the link to the reservation page of their website? There is none. Missed opportunity. Money left on the table.

Including a direct link to their reservation page would have increased their click-through on this email.

2. Include a Link Back to Your Website

It surprised me that this email included NO links back to the hotel’s website. None. There are some social media links, but there’s not even one link back to their website at all. Another missed opportunity to get customers to follow through and book a reservation or to learn more about the hotel.

So where should the link be included on your emails? I recommend several places. One link is good, more are better. Don’t go crazy, just put them in logical places:

• Hyperlink your header and/or logo at the top of the email back to your website.

• Create a link in the text directly from your call to action to your site or landing page. The hotel could have hyperlinked the words, “make reservation requests.”

• At the bottom of the email or in the footer, list your website URL and hyperlink it back to your site.

When you include at least one link back to your website somewhere in the email, there’s a higher chance that a customer will click through on your call to action to do business with you.

3. Check your spelling

Did you notice the typo in the subject line of this email? It says “Happy New Yeat.” This tells me that the person sending the email didn’t have a proofreader or sent the email out in a rush. Unnecessary typos sacrifice credibility and can negatively impact the trust you’re trying to build with your customers.

Correct spelling and grammar is essential in your emails, blog posts and printed materials. Does a typo slip through every now and then? Of course. But in the subject line, there’s no excuse. Even if a recipient doesn’t open the email, they will still see your mistake.

Creating high-quality copy without errors is essential to building trust so that clients will want to do business with you now, and in the future.

Ok, let’s recap.

There are 3 easy things you can do to get people to click through more readily on an email newsletter. They include: create a clear call to action, include (at least one) link back to your website, and check your spelling.

Make the effort to do these simple things, and you’ll increase your chances of getting more customers to click through on your call to action. Test it out and let me know how it works for you.


If you need help writing an effective call to action in your email newsletter, contact us.

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This is an original article from Alternative Health Marketing. If you’d like to republish this article on your blog or print publication, you may do so freely with the acknowledgement, “This article is republished with permission from Alternative Health Marketing,” and provide a link back to the original article. It would also be great if you could email us and let us know where it’s being published. 

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