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9 Easy Ways to Improve Your Email Open and Clickthrough Rates

By ZioSolutions

Drafting an impactful and actionable email to your subscribers can be a challenge. But it doesn't have to be.

With the proper planning and execution, your email campaign can have great results. It takes time to craft the perfect email.

Here are 9 easy ways to improve your email open and clickthrough rates:

1. Take your Readers by Surprise

The subject line is a critical component for email opens. Studies have shown that emails with great subject lines are opened 12% more and have a 75% higher clickthrough rate. But don't overthink it.

A good subject line is short and sweet. It's one that encourages the reader to open your email and learn more. If you give away the lead in the subject line, the email is less likely to be opened.

The best email subject lines arouse interest, deal with scarcity, or provide a story. A person is much more likely to open a "limited time offer" than a generic sale email.

If the subject is particularly interesting or makes the reader curious, they'll be more likely to open it as a result.

Think about the types of emails you're likely to open as a starting point for your subject line brainstorming.

2. Keep it Concise

Many people have thousands of unread emails in their inboxes. Sometimes emails go unread not because they're bad emails, but because the people receiving the emails don't have time to read all the information.

Your emails should be like an invitation. Give your readers the high level details and invite them to learn more on your website.

This will increase your clickthrough rate, and your readers will be more likely to open your emails knowing they're in for a short read rather than a novel.

3. Provide a Way for Readers to Share

If someone is reading your email and they want to share the information with someone else, it should be easy for them to do so.

Include social media sharing buttons or links so your email can be distributed instantly across other platforms.

Depending on the subject, you may even want to encourage your readers to share email content with a call to action.

4. Use Software to Segment your Email List

Tailoring emails to specific segments of your audience increases opens and clickthrough rates. Readers and customers appreciate when the content they receive is relevant to them.

So make an effort segment your content for relevancy. There are many ways you can do this. One example would be to break up your email list by demographic data like age. Another would be to use the customer data you have on hand to segment the audience by purchase type.

5. Remove Distractions

Designers can create beautiful email layouts. But if your target audience is waiting for the images to load, they will likely close the email and move on to something else. And then it doesn't matter how great your email looks.

All of the time and budget used to design the email is wasted effort if the email goes unread. In many cases, text-based emails work the best.

Simple emails are easy to read from your laptop, tablet, or mobile device. You'll avoid any loading issues, and you'll know that your content is accessible from all platforms and devices.

6. Limit the Amount of Emails you Send

Make sure that the emails you send are necessary and relevant. Your audience members will unsubscribe if they feel they're being bombarded with irrelevant emails.

Sticking with a schedule works well for some industries. For others an off-the-cuff style is better. Know your industry and your audience, and you'll be able to deliver content that speaks to them without overwhelming them.

7. Leverage the Preview Text Appropriately

Preview text is the line or two of the email that appears before you open it up. You can opt to have no preview text, or you can use the preview text to draw the reader in.

If you want to build suspense, consider leaving the preview text blank. But if there's a way to include additional details that will encourage your audience to open up the email, then you should use the preview text as an enticing subheading.

8. Include a Call-to-Action

It doesn't matter how many people read your email if those readers don't convert to website visits or purchases. Guide your recipients into taking a next step with a call-to-action (CTA).

Make sure your call to action is very clear. If you want people to visit your website, tell them to visit it. If you want them to share something on social media, instruct them to do so. A call to action must be direct and grab the reader's attention. 

9. Test before Sending

It's tempting to wrap up an email and immediately hit send. However, it's best to test your emails first before sending.

Many email sending services allow you to send test emails to anyone you choose. Send one to yourself, one to a co-worker, and one to an outside party approved for testing.

You need to know how your email looks from a variety of platforms, too. If available, use multiple devices to view your test email and ensure everything looks how it should.

Aside from the visual aspect, make sure you have someone proofread your email before it goes out to the list.


With these easy ways to improve your email open and clickthrough rates, you'll be able to improve the quality of your email campaigns.

Remember to evaluate your purpose and goals before beginning your campaign. As you send out emails to your subscribers, keep track of the data you collect as a result.

Analyze what works well for your audience to ensure you produce and send emails that are effective.

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I hope you found this information beneficial and feel free to connect with us on social media with any thoughts or questions you may have.

Topics: Inbound Marketing, Email Marketing