Email Marketing Tips to Create Emails That Actually Get Opened

I didn’t go to school for email marketing. I didn’t sit in on fancy strategy sessions or have a mentor walking me through campaign data. I just wanted to grow my business. So, I rolled up my sleeves, started writing emails, and hoped someone—anyone—would click.

Years later, I’ve become a bit of a self-taught email marketing nerd. And after a lot of trial and error (plus a few embarrassing subject lines), I finally figured out what makes people open, click, and convert. Email marketing still pulls its weight (and then some), but only when you treat it like a conversation—not a sales blast. If you want emails that actually do something, here’s what’s worked for me: 

• Understanding email open & click rates
• The anatomy of a high-performing email
• Optimizing for clicks & engagement
• Avoiding common email marketing mistakes

Want to make your next email impossible to ignore? Keep my top tips in mind.

Understanding Email Open & Click Rates

Open rate tells you how many people saw your subject line and thought, Yeah, I want to read this. Click rate, on the other hand, tells you how many of those people cared enough to take the next step. That’s the stuff that actually drives revenue.

When people ignore emails, it’s usually because they’re boring, irrelevant, or scream sales pitch. I’ve learned that the key isn’t shouting louder—it’s sounding like someone worth listening to. Writing emails that get opened and clicked starts with understanding what stops people from engaging in the first place.

The Anatomy of a High-Performing Email

There’s a rhythm to great email marketing. Every piece has to earn the next.

1.     Subject Line: The First Impression

If your subject line doesn’t grab attention, nothing else matters—period. Here’s what’s helped me get my open rates way above average:

• Keep them short, clear, and intriguing. This is your chance to get attention right away.
• Use personalization (like first names or references to past purchases).
• Add urgency, curiosity, or exclusivity (without sounding spammy).
• Avoid words like “Free,” “Guaranteed,” or “Act Now” that land you in the junk folder.
  
  

2.     Preview Text: The Sneak Peek

You know that little text that shows up next to or below your subject line? It’s prime real estate. Use it to back up the subject line and build curiosity. I treat mine like a movie trailer—just enough to tease, not enough to spoil. This small line has a huge impact on open rates.

3.     Personalization & Segmentation

Sending the same email to everyone is a fast track to getting your email list to unsubscribe. I’ve seen dramatic improvements just by splitting my list by interest, location, or past behavior. Add dynamic content—like custom offers or birthday messages—and your emails stop feeling like bulk mail and start feeling personal.

4.     Email Copy That Converts

When I stopped trying to “sell” and started writing like a human, my click rates shot up. I’ve found that this is what works for me:

• Keep it concise and conversational. Write like you’re texting a smart friend.
• Use storytelling or real pain points to hook people.
• Highlight benefits, not just features. Show them what’s in it for them.
• End with a CTA that’s clear, compelling, and clickable. No vague, “Learn more.” You need to use more specific copy, like “Get the free guide” or “Book your spot now.”
  

5.     Design & Layout Best Practices

A beautiful email doesn’t need to be complicated. But it does need to be readable.

• Make it mobile-friendly and responsive. Most people open emails on their phones.
• Add visuals, but keep them light. One or two great images > a messy collage.
• Use short paragraphs and whitespace to guide the eye.
• Use buttons for your CTAs, not just plain links. Clickable = actionable.
  

Optimizing for Clicks & Engagement

Great emails don’t happen by accident. They’re built on data—and a whole lot of testing.

1.   Strong CTA Placement

I used to bury my CTAs at the bottom. That was a very big mistake. Now, I place one above the fold (early in the email), and one near the end. That way, even the skimmers can’t miss it. Always use action verbs and be very specific about what happens when they click.

2.   A/B Testing for Continuous Improvement

I once swapped just two words in a subject line—and my open rate doubled. How did I know that I should do that? It all comes down to thorough A/B testing. Try variations of your subject line, CTA wording, button color, and optimal send time. You can even use tools like your email platform’s reporting dashboard or heatmaps to see what makes people click or keep scrolling.

3.   Timing & Frequency Matters

Emails sent at the wrong time are invisible. For me, weekday mornings (especially Tuesday and Thursday) have worked best—but your audience might be different. And don’t overdo it. More emails don’t mean more conversions if your audience has tuned you out.

Avoiding Common Email Marketing Mistakes

Let me save you from some of the blunders I’ve made:

Overloading with too much information. You need to keep your content focused and to the point.

Sending emails too often—or not often enough. Your audience craves consistency, without spamming.

Going heavy on design or giant images that don’t load on mobile.

Forgetting to test your links. I’ve sent a broken CTA link before—ouch.

Not including a clear, easy unsubscribe link. It’s legally required—and polite.

Conclusion

Email marketing works. I’ve seen it take cold leads and turn them into paying customers again and again. But it only works when you write with intention—and treat your reader like a real person. You need to master your subject lines and personalize everything. The easier you make it for your audience to truly care, the easier it is to get them to click.