Our final step in our C-4 Playbook – the strategy that will help you 3x your click rates and conversion rates – is the conversion piece. Context persuades, creative engages, click shows interest… and the URL converts. Don’t sleep on a linking strategy. If you’re experience a high click rate, congrats! But if you’re seeing low conversion rates, fix the destination. Customers can’t buy directly from the inbox (yet) so you must perfect your links and landing pages to continue the journey to conversion.