Writing Emails That Get Read and Clicked

Sending an email is easy; getting it opened and clicked is harder. Three key battles must be won in sequence: opening, reading, and clicking.

1. The subject line: winning the open

The subject line determines everything. Keep it short, specific, and intriguing, or promise a clear benefit. Avoid ‘spammy’ words (FREE in capitals, repeated exclamation marks). A recognisable sender name helps a lot.

2. The message: winning the read

An email is not an essay. Focus on one topic, use a human tone, keep sentences short, and put the key information at the top. Write as if you’re speaking to one person, not a crowd.

3. The call to action: winning the click

One email = one goal = one clear button. Be specific about what to do (‘Read the article’, ‘Claim your offer’). Multiple competing actions weaken the result.

Measure and improve

Track your open rate (quality of the subject line and list) and click-through rate (relevance of the content). Test one subject line against another (A/B testing) and keep what works. And never forget the unsubscribe link: it protects your reputation.