What should be included in an email to improve click-through rates?

A strong value proposition is essential in an email aimed at improving click-through rates because it directly addresses the recipient's needs and interests. It communicates the specific benefits or unique offerings that the recipient will gain by clicking through. When a value proposition is clear and compelling, it grabs attention and encourages the recipient to take action, such as clicking on a link or button within the email.

Providing a strong value proposition helps the reader quickly understand why they should engage with the email content and what they stand to gain, which is crucial for increasing the likelihood of a click-through. This element resonates with the target audience, often leading to higher engagement and conversion rates.

In contrast, while a clear prize or giveaway can certainly attract attention, it may not always ensure that the recipient understands the lasting value of taking action. Multiple action buttons might create confusion rather than clarity, leading the reader to feel overwhelmed by options. General information about the company does not directly motivate recipients to click through, as it lacks the personalized appeal that a strong value proposition offers.