How to Improve Email Click Through Rate in 5 Simple Steps

How to improve email click through rate is a question we hear all the time—especially from SME owners and marketers using purchased B2B data. Getting your emails delivered and opened is one thing, but getting someone to click? That’s where the real challenge (and opportunity) lies.

If your campaigns are getting decent open rates but little engagement beyond that, you’re not alone. A low CTR often means something isn’t quite connecting—maybe the message isn’t clear, the CTA isn’t compelling, or the audience isn’t quite right.

The good news? You don’t need complex tools or fancy automation to turn this around. In this guide, we’ll walk you through five simple, practical ways to improve your email click-through rate—based on years of helping UK SMEs get better results from their campaigns.

Let’s turn more opens into action.

1. Know Your Audience and Segment Accordingly

When it comes to how to improve email click through rate, it all starts with targeting. If your message doesn’t resonate with the reader, they’re not going to click—simple as that.

That’s why segmentation matters. Purchased B2B data gives you powerful filtering options, but you need to use them well. Think beyond just industry. Consider:

• Job role (e.g. Marketing Director vs Owner)

• Company size (small local firm vs multi-location business)

• Turnover, location, or service type

Each of these factors can shape the way your message is received. A business owner in the construction industry will respond to different language and pain points than a marketing lead in professional services.

Tailor your message to the segment. Show that you understand their world, their challenges, and their goals. When an email feels like it was written just for them, they’re far more likely to engage—and click.

2. Craft Click-Worthy Subject Lines and Preheaders

Before anyone clicks a link inside your email, they need to open it first—and that starts with a strong subject line and preheader.

A great subject line doesn’t need to be clever. It needs to be clear, relevant, and spark enough curiosity to earn the click. Think of it as the headline to your campaign.

Quick tips:

• Keep it short (5–8 words)

• Use title case or sentence case—avoid ALL CAPS

• Avoid salesy phrases like “guaranteed” or “limited time”

Example subject lines:

• “Targeted data for your next campaign”

• “Idea for increasing leads in [Industry]”

Your preheader (the short preview text next to the subject line) is often overlooked but powerful. Use it to support the subject and give a reason to open.

Example preheader:
“See how SMEs like yours are boosting response rates with tailored outreach.”

Nail these two elements, and you’ll instantly increase your chances of clicks further down the line.

3. Write Clear, Benefit-Focused Copy

Once your email is opened, every word needs to earn its place. Rambling intros, vague offers, or overcomplicated language will kill your click-through rate fast.

Your copy should answer one key question: “What’s in it for me?”
The best way to do that? Focus on benefits—not features.

Do this:

• Use short paragraphs and plain English

• Highlight specific outcomes (e.g. “reach 1,000 decision-makers this week”)

• Use bullet points to break up key points

Avoid this:

• Overloading with stats or jargon

• Talking too much about your business

• Including multiple conflicting calls to action

Keep it conversational. Make it about them, not you. And most importantly, lead naturally to one clear next step—clicking your CTA.

4. Make Your CTA Stand Out (and Worth Clicking)

Your call to action (CTA) is the tipping point—it’s where interest turns into engagement. If you want to know how to improve email click through rate, this is where most businesses go wrong.

Too vague? No clicks. Too pushy? Deleted. The sweet spot is a clear, low-pressure ask that offers genuine value.

Strong CTA tips:

• Place it after your main message—but don’t bury it

• Use action-focused language (e.g. “See counts”, “Book a quick call”)

• Make it feel helpful, not salesy

Examples:

• “Get your free data sample”

• “See how many contacts we can find in your sector”

• “Book a 10-minute call to discuss targeting options”

One CTA per email is best. If you offer too many choices, people often take none. And always make the link visually distinct—bold, underlined, or button-style if your platform supports it.

5. Test, Tweak, and Track What Works

Improving your email click through rate isn’t a one-off task—it’s an ongoing process. The best campaigns are built through small, consistent tweaks based on real data.

Start by tracking the basics:

• Click-through rate (CTR)

• Open rate (as a benchmark)

• Response or reply rate (where relevant)

Once you’ve got a baseline, run simple A/B tests:

• Subject line variations

• Different CTA wording or placement

• Layout and formatting tweaks

Don’t try to test everything at once. Focus on one variable at a time, and give each test enough time and volume to gather reliable data.

Then—most importantly—learn from what works. If a certain phrase or format drives more clicks, build on it. If something flops, don’t be afraid to scrap and try again.

Campaign performance improves when it’s tracked with intention. It’s not guesswork—it’s refinement.

Why Choose Results Driven Marketing

At Results Driven Marketing, we don’t just provide data—we help SMEs turn it into real, measurable results.

With over 12 years of experience working with UK business owners, marketers, and sales teams, we understand what it takes to make a cold email campaign perform.

Here’s what makes us different:

• Targeted B2B data from over 2,000 UK sectors

• Fast turnaround—data delivered within 24 hours, ready to use

• Data tailored to your goals—whether it’s email, telemarketing, or direct mail

• Real people, real support—we’re here to advise, not just deliver files

• We help you stay compliant with GDPR while maximising your outreach potential

Whether you’re refining your strategy or launching your first campaign, we’re here to help you do it right. View our email lists to get started.

Conclusion: Better Click Rates Start With Better Planning

If you’re wondering how to improve email click through rate, the answer isn’t flashy tools or gimmicks—it’s getting the basics right.

Let’s recap the five key steps:

• Know your audience and segment your data for relevance

• Craft subject lines and preheaders that spark interest

• Write clear, benefit-driven copy that puts the reader first

• Use a single, standout CTA that offers real value

• Test and tweak continuously based on real-world results

The good news? These steps are simple, actionable, and proven to work—especially when paired with accurate, well-targeted B2B data.

Want help putting it into practice? Contact us today for a free consultation or a custom data quote tailored to your campaign goals.

Let’s make your next email campaign your best one yet.

Results Driven Marketing
Helping UK SMEs go from bad data to better leads
📍 Newcastle | 📞 0191 406 6399 | 📧 hello@rdmarketing.co.uk
rdmarketing.co.uk