Email Marketing Success: Best Practices to Increase Open and Click Rates

Email Marketing Success: Best Practices to Increase Open and Click Rates

Aug 23, 2023

Muhammed Gemi

Your email marketing campaign is only as good as your last email. If people don't want to read what you have to say, they won't read it—and that's bad news for your brand. Luckily, there are a few simple changes you can make to the way that you craft your emails and increase the likelihood of both high open rates and click rates:

Informative & Compelling Subject

Make your email subject line informative and compelling.

The subject line is the first thing a reader sees, and it can make or break your email campaign. The best subject lines are short, descriptive and compelling. They should give readers an idea of what they're going to find inside the email without giving away too much information or being too vague.

The ideal length is between 7 and 12 words; anything longer than 15 will have lower click rates than shorter ones due to increased cognitive load (the amount of mental effort required). It's also important not to use "Hey" in your subject line - this word has been shown to decrease open rates by up to 20%.

A good call-to-action (CTA) indicates what action you want people to take after reading your email: click on something specific, visit another page on your website etc. A CTA should be bolded so that it stands out from all other text within an email as well as make sure that there isn't any ambiguity about what exactly needs doing next

Shorten Your Copy

  • Use short sentences.

  • Use bullet points to break up your copy and make it easier to read.

  • Use bold, italics and underlines sparingly as they can be distracting if used too much or in the wrong places (for example, you don't want all your headlines in bold).

  • Include numbers in your email marketing campaigns because they help readers understand what they're reading at a glance - for example, 1 million people visited our website last month! It also gives them something specific to focus on rather than simply reading through long paragraphs of text without knowing where they are going next or what the overall message is supposed to be about. * Limit yourself when it comes to using multiple fonts within one email campaign; stick with one type throughout your emails so that each individual piece looks consistent with all others.* Only use two colors maximum per piece of content as this helps keep things looking clean without overwhelming readers with too much complexity at once.* A limit should also apply when deciding how many images are needed per piece of content as well; try not to exceed three images per page because anything more could become cluttered quickly which could negatively impact engagement rates overall.* Finally consider how many links there are within each piece so that users aren't overwhelmed by having too many options available at once (which could lead some people away from clicking any link(s) at all).

Mobile-Friendly Emails

One of the most important things you can do is make sure that your emails are mobile-friendly.

Mobile email marketing has become increasingly popular in recent years, but many marketers fail to realize that they need to do more than just add a responsive design and call it a day. If you're using an email template or platform that isn't optimized for smaller screens, your open rates will suffer significantly as a result.

To optimize for mobile devices:

  • Make sure your text is larger so it's easier to read on smaller screens.

  • Use shorter paragraphs (two lines max) and bullet points instead of full sentences when writing copy for mobile devices--this will help keep readers engaged without feeling overwhelmed by long paragraphs or large blocks of text!

Using Images

Images are an excellent way to break up text, which can make your emails more engaging and easier to read. However, images are not just for decoration; they should be used as clickable links in order to drive traffic back to your website or landing pages. Make sure that the images you include in your emails are relevant and visually appealing so that people want to click on them!


The call-to-action should be clear and specific. A call to action is a message that encourages your readers to take an action. For example: "Click here to learn more", or "Click here to get started".

Your call-to-action should be easy for the reader to understand and follow, so it's best if you use language they're familiar with (e.g., "Click here" instead of "Click on this button").

Personalize the content of each email you send by using customer data, like their name or location.

Personalizing the content of each email you send by using customer data, like their name or location, makes your email more relevant to them. It also helps boost engagement and open rates.

In addition to personalizing the content of your emails with customers' names and locations, you can use other types of customer data such as purchase history or behavioural patterns that show how often they open emails from you (or if they ever do).


Email marketing is a great way to connect with customers and keep them informed about your company's latest products or services. You can use it to promote your business, build customer loyalty and increase sales by sending relevant messages at the right time. But if you want these emails to be effective, then you need to make sure that they're engaging enough for people to open them in the first place!

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