Sports International Football Camps - Click Rate

[user3579345]

Our open rate is strong, but our click rate is low. How can we improve on that?

[Nick_S]

Hi @user3579345,

We would love to give some guidance, but we'll need more information. It would be helpful if you could share an example or two of email campaigns you've sent out recently. This would allow us to give better, more targeted advice.

Also, tell us about your business. What are your goals for sending email campaigns? What kind of people or businesses are you trying to reach?

[user3579345]

Absolutely! Here's our most recent email from 3/25/25: https://conta.cc/4iCWBU3 and here's another email we sent out on 3/15/25: https://conta.cc/4istOkw - Both emails had open rates above 60% but click rates right around 1%.

We run youth football camps across the U.S. for ages 7-18. Our main goal with email campaigns is to get people to register for our camps and to gain outreach. We're trying to reach family households with kids in the 7-18 age range. We run camps in Washington State, Texas, Minnesota, Pennsylvania, North Carolina, Virginia, Massachusetts, and New Jersey, those are our main demographic states we aim for. 

[Nick_S]

Awesome. Thank you for sharing that information @user3579345!

First, I'll start with click rate. Open Rates and Click Rates vary by industry. I reviewed the data we have on average industry rates and my assumption is your business would fall under 'Recreation, Sports, & Entertainment' which has an average of .75% click rate. So, if you think about it, if your click rate is higher than that, you're doing better than the average.

That said, I understand it can still feel very low.

2025 Featured NLF Instructor Email

1) It makes sense to feature each NFL pro individually, but the tiny picture of them in football gear isn't catching my attention. I'm not a big sports person, but I'll imagine the parents or adolescents you're trying to reach are, so this might not be as big a deal for them. However, it's also hard to read the dates they will be instructors for. My advice is feature clear, close-up shots of the NFL pros (with or without helmets), but they really need to be the focus of the pictures. Remove the text from the images and put it below the portraits of the pros. It could be something like:

Header: Willie Parker Football Camp

[Picture of a Pro or group shot of Pros or maybe even better - a picture of them working with the youth at the camp so viewers have an idea of what it might look like for their child]

Names and brief description of the players (if necessary), but otherwise make sure the dates they're participating are in the actual copy.

Call-to-Action Button. Instead of listing their names you could emphasize the action you want the viewer to take (Register now or something). I didn't realize the "Featuring" blocks were clickable buttons until I hovered over them. At a glance, it doesn't drive me to want to click there.

2) It might be worth it to move the coupon above the pictures, too, so the messaging is more like "it's $70 off right now and if you register now at your local camp your children will get to meet xyz NFL pros!"

3) If there isn't a reason for each of the call-to-action buttons to be a different color I would keep it one, consistent color. The same with the text on the button. Depending on the shade of the color, I think white text usually works best on a button.

Spring Discount Email

1) Does the background image (the flowing leaves) relate to your brand/business or the type of events you're trying to promote? If not, a plain or simple background would be better (that said, I'm looking on desktop and it's probably less visible on a mobile device).

2) I'm not sure you need the "spring has finally arrived" banner below the logo if you also have the big image of the kids raising their arms with the promo copy on it. The image is more dynamic, so I'd keep that below the logo and strike the other one. It also means the call-to-action button for registration will move just that much closer to the top (consider how much someone might scroll before giving up).

Otherwise, I think the email is pretty good! It's short and sweet and gets right to the heart of the matter.

Other Things You Can Try

You could try using more personalization options, such as a personalized greeting. Also, sports are dynamic. Are there videos from camps you've uploaded to YouTube or another video platform that you could insert? The video won't play in the email itself, but it still gives prospective registrants the opportunity to see a "live" presentation of what to expect for their kids.

Let me know what you think of these tips! I think what you've already done is trending in the right direction and some relatively minor fixes could make the email design feel more consistent and pop even more!

[user3579345]

Thank you Nick for these suggestions. This is really helpful to make our emails even better! I will definitely use these in our future email sends and use the call to action more. Hopefully between that and improving our images/buttons, we can get a higher click rate!

[Nick_S]

You're very welcome @user3579345,

I hope you'll come back and share the changes you've made and let us know how it goes!