Getting more people to click the links in your emails is key to driving real engagement and business results. Unique clicks - the number of individual subscribers who click at least once - give you a clear view of who’s interacting with your content. Here are practical tips to help you improve your unique click rate and get more value from every send.
1. Create unmistakable calls to action
Your CTA is your reader’s next step - make it impossible to miss. Use concise, action-oriented text (“Download your guide”, “Claim your offer”, “Watch now”) and style it as a button that stands out. For step-by-step instructions, see How to insert a CTA (call to action) button into an email.
2. Personalise link text and offers with segmentation
Tailored messages speak louder than generic ones. Use dynamic fields to reference a recipient’s name, account or past behaviour right in your link text. Segment your list based on behaviour, preferences or intent to send highly relevant offers. This helps avoid “creepy” over-personalisation by keeping content useful and timely. Learn more about personalisation and segmentation in Scaling personalisation with intent, Segmentation and personalisation 101 and How to add personalisation fields.
3. Place links where readers expect them
Readers often decide whether to engage within the first screenful of content. Put your primary CTA above the fold and within the preview area so it’s instantly visible - this maximises your inbox real estate and boosts click potential. Embed secondary links naturally in headings, images or button text further down to capture scrollers. For more on making the most of that limited “above the fold” space, see 3 Quick Wins to Maximise Your Inbox Real Estate.
4. Optimise for mobile readers
Over half of all email opens happen on mobile devices. Make buttons large enough to tap, keep link spacing generous and ensure all clickable elements render properly at smaller screen widths. Use Force24’s tools to preview and edit your email’s mobile view to get this right. For details, see How to check your email in mobile view and How to edit mobile view.
5. Maintain a healthy, engaged list
Clicks only count when emails reach real inboxes. Use our data validation tool to weed out typos, disposable addresses and inactive contacts. A cleaner list raises your click rate naturally - fewer dead addresses means higher percentages of real clicks. Learn more in Apps in journeys - data validation.
6. A/B test everything
Subject lines get opens - but CTA wording, button colour and link placement drive clicks. Run A/B tests on different link phrasing, button styles and even image-based links. Then refine based on which version yields more unique clicks. Find out how in How to split test a/b test using journeys.
7. Safeguard deliverability and avoid spam triggers
An email stuck in spam can’t earn clicks. Steer clear of known spam phrases, throttle sends if you have a large list and monitor your sending reputation regularly. Good deliverability means more inbox placements - and more opportunities for clicks. For fundamentals, see Masterclass Week 2 - Deliverability.
8. Track, analyse and act on your unique clicks
Unique clicks tell you who’s interested - but you can go deeper. Use heatmaps or journey analytics to see which links get the most attention and which contacts click repeatedly. Then tailor future campaigns to those insights - for example, by offering related content or upsell opportunities. To get started, see How to report on your campaign.
9. Watch the Think Differently masterclass series
For comprehensive guidance on email strategy - from creative to deliverability - check out the full “Think Differently” webinar recordings. They cover subject lines, content, personalisation and more in practical detail. Watch here: All Masterclass Think Differently webinar recordings.
Focusing on clear CTAs, smart personalisation, mobile readiness and a healthy sending reputation will raise your unique click rate and deliver better campaign ROI. Keep testing and iterating - real-time data is your best guide.
For a deeper dive into clicks versus unique clicks, read What is the difference between clicks and unique clicks?.