The good news is – unless you’re a massive ecommerce retailer with uber-targeted product offers – you can demolish the average CTR of 3.75% by using the one-way-out formula.

Every email you send should have one goal. And everything inside your email – every link, button, or image – should compel subscribers relentlessly toward it: one landing page, one product, one upgrade, one consultation, one webinar… One way out.

Think about it like this: if you’re stuck in a room with only one exit and you want to go out, then that’s the door you’re going to take, whether or not it’s got a sign. How does this apply to email marketing? Easy, make your exit – your email’s one way out – unmissable by mixing and especially testing buttons and hyperlinked texts.