Are you struggling to get more clicks from your email marketing campaigns? Want to learn simple strategies to boost your email open and clickthrough rates?

You’ll find some email marketing basics in this infographic.

Here’s a summary of what’s covered:

• Don’t Buy Email Addresses
• Email New Contacts Within 24 Hours
• Send Your Emails from a Real Person, Not Your Company
• Write Clear and Clickable Subject Lines
• Keep Your Emails Concise
• Include One Call-to-Action Per Email
• Add Alt Text to Your CTA Image
• Place at Least One Clickable Item Above the Fold
• Add Social Sharing Buttons
• Avoid Background Images

Check out the post below for more.

 

Email marketing remains one of the most powerful tools in a business’s digital arsenal. But with crowded inboxes and short attention spans, getting clicks takes more than just hitting send.

The key lies in crafting emails that are not only opened but acted upon. In this guide, we’ll walk you through 10 proven strategies to help you do exactly that.

Don’t Buy Email Addresses

Building an email list can be a slow process, but buying addresses is never the answer. Purchased lists often contain unengaged or irrelevant contacts, leading to poor open rates, high bounce rates, and potential spam complaints. Organic growth ensures you’re reaching people who genuinely want to hear from you. When it comes to email marketing, quality beats quantity every time.

• Build your list through website opt-ins, lead magnets, or gated content.
• Use double opt-in to confirm subscribers and improve deliverability.
• Promote your newsletter via social media and blog content.
• Offer exclusive deals or downloads to incentivise sign-ups.

Email New Contacts Within 24 Hours

Timing is everything in email marketing, especially when it comes to new subscribers. When someone signs up, their interest is at its peak—don’t let it go cold. Reaching out within 24 hours builds momentum, reinforces their decision to subscribe, and sets expectations for future emails. A prompt welcome message can lead to stronger engagement down the line.

• Send a personalised welcome email as soon as they sign up.
• Introduce your brand and set expectations for content and frequency.
• Include a clear next step, like visiting your site or downloading a resource.
• Offer a limited-time incentive to encourage immediate action.

Send Your Emails from a Real Person, Not Your Company

People connect with people—not faceless corporations. Sending your emails from a real person rather than a generic company address helps build trust and encourages interaction. It adds a layer of authenticity and makes your emails feel more conversational and less promotional. The result? More opens, more clicks, and better relationships.

• Use a name and photo in your sender profile for a human touch.
• Sign off with a personal note instead of a corporate signature.
• Write in a conversational tone, like you’re speaking one-to-one.
• A/B test sender names to see what your audience responds to best.

Write Clear and Clickable Subject Lines

Your subject line is your email’s first (and sometimes only) chance to make an impression. If it doesn’t spark interest immediately, it risks being ignored or deleted. Clarity, brevity, and a hint of intrigue are key ingredients for subject lines that get clicked. Focus on relevance and avoid misleading tactics that can hurt your credibility.

• Keep subject lines short—under 50 characters is ideal.
• Use action-oriented language that creates a sense of urgency.
• Highlight a benefit or tease valuable content inside.
• Avoid spammy words like “free,” “guarantee,” or all caps.

Keep Your Emails Concise

Your readers are busy, and long-winded emails can quickly lose their attention. The goal isn’t to tell your entire brand story in one message—it’s to deliver just enough value to prompt a click. A concise email respects your reader’s time and keeps the focus squarely on the action you want them to take.

• Use short paragraphs and plenty of white space for easy scanning.
• Get to the point quickly—don’t bury the lead.
• Stick to one main message or offer per email.
• Use formatting like bold or bullet points to highlight key info.

Include One Call-to-Action Per Email

Too many calls-to-action (CTAs) can confuse readers and reduce your clickthrough rate. A single, focused CTA keeps your message clear and directs attention where you want it most. Whether it’s reading a blog, making a purchase, or signing up for a webinar, one action per email is all you need to drive results.

• Make your CTA clear, specific, and action-oriented.
• Use a contrasting button colour to make it stand out.
• Repeat the CTA in multiple places—top, middle, and end.
• Test different CTA copy like “Download Now” vs. “Get Your Guide.”

Add Alt Text to Your CTA Image

Not all email clients display images by default—and when they don’t, your CTA image could be invisible. That’s why alt text (alternative text) is essential. It provides context when images don’t load and ensures your message still gets through. It’s also a useful accessibility feature for screen readers.

• Use descriptive alt text like “Click to download our free checklist.”
• Avoid generic terms like “image” or “button.”
• Keep it short but informative—around 5–10 words.
• Include a fallback text link CTA below the image for added coverage.

Place at Least One Clickable Item Above the Fold

The “fold” refers to the part of an email that’s visible without scrolling. To maximise clicks, ensure at least one clickable item—like a CTA button or image—is positioned here. This increases the chances that readers will take action even if they don’t read the entire email. It’s about front-loading your value and making action easy.

• Put your primary CTA near the top of the email.
• Use a compelling headline or hero image with a link.
• Include a brief intro that highlights what’s in it for the reader.
• Design for mobile—make sure your CTA appears early on small screens too.

Add Social Sharing Buttons

Email marketing doesn’t have to live in a silo. Adding social sharing buttons can amplify your message and extend its reach beyond the inbox. This lets readers share your content with their own networks, giving your emails a second life on platforms like Facebook, LinkedIn, or X (formerly Twitter). It’s a low-effort way to grow your audience organically.

• Include clearly labelled buttons for your most relevant platforms.
• Place them at the bottom of your email to avoid distractions.
• Use UTM parameters to track shared link performance.
• Encourage sharing with a short prompt like “Loved this email? Share it!”

Avoid Background Images

While background images may look stylish, they can cause major display issues across different email clients. Many services simply don’t support them—or worse, they may make your content unreadable. For a consistent user experience and higher click rates, it’s better to prioritise clean, functional design over decorative visuals.

• Use solid background colours for better compatibility.
• Focus on high-contrast text and clear spacing.
• Reserve decorative images for the body content, not backgrounds.
• Test emails on multiple devices to spot rendering issues early.

Final Thoughts

Creating emails that get clicked isn’t about fancy design or clever tricks—it’s about clarity, value, and a strong user experience.

By following these 10 strategies, you’ll build trust with your audience, improve your clickthrough rates, and see better results from every campaign you send.

Remember: success in email marketing is earned, not bought—and with these fundamentals in place, you’re well on your way.