Segment users who click links in your emails into a distinct audience. Use this highly engaged group for dedicated, low-cost retargeting campaigns on social media and display networks, which is more effective than remarketing to your entire, less-engaged database.

A call-to-action like "Learn more about indoor air quality" will underperform. Instead, frame the CTA around a relatable problem, such as "See the five reasons you're not sleeping well at night," to make it relevant and compelling.

Users who scroll to the bottom of an email and click a call-to-action are more engaged. Tracking these clicks separately reveals they move to the sales pipeline faster and, for consumer brands, have a higher lifetime value.

Generic call-to-action buttons such as "Register" or "Learn More" are less effective. Phrasing CTAs in the first person from the user's perspective (e.g., "Yes, save me my 25%") creates a stronger sense of ownership and urgency, which can significantly increase engagement.

Go beyond standard click-through rates. A platform's click map shows which specific links users click and how many times. A user repeatedly clicking the same CTA signals strong interest and should be treated as a hot lead for immediate follow-up.

Instead of just scoring email clicks, segment users who click into a distinct database. Use this highly engaged audience for cost-effective retargeting and remarketing campaigns across social media and display networks, as they are far more likely to convert than your full database.

Asking for a prospect's time or interest is less effective than giving them something valuable. Emails that include a tangible offer (e.g., a benchmark, an audit, a unique insight) see a 28% higher reply rate. You get their time by not asking for it directly.

Conventional marketing funnels place the main call-to-action (e.g., 'Buy Now') at the very end. A more effective strategy is to use smaller, engagement-focused CTAs like 'Save This' or 'Read This' at the beginning of the user journey. This gets more people engaged early, increasing the likelihood they will reach the final conversion step.

Don't just track that a click occurred. Tag each contact in your CRM with the specific content topic or offer type they clicked on (e.g., 'hiking sneakers' or 'hiring software'). This creates a rich database of user interests for highly relevant, segmented campaigns in the future.