Email Marketing: 3 Strategies To Improve Click-Through & Open Rates

Email Marketing is a solid method for engaging with your target audience. Whether you’re announcing a new product or service, providing an update to an existing product or service, sending an event invite, or sharing company updates, email marketing allows you to speak directly to your audience. After you’ve started collecting email addresses and segmented those lists, it’s time to develop content that compels your audience to open and click-through emails consistently.

Let’s first understand the difference in open rates vs. click-through rates.

Open Rates vs. Click-Through Rates

  • Open Rates are the percentage at which a number of subscribers open your email.
  • Click-Through Rates are the percentage at which the number of subscribers click links within your email.

Now, let’s discuss three (3) proven strategies to improve your email marketing open and click-through rates.

1. Developing Email Marketing Strategy

An email marketing strategy defines the goals, audience, content, and schedule for your emails. Setting goals relate to the internal performance of your email marketing campaigns and should be measurable with key performance indicators (KPIs). Examples of goals may include growing your subscriber list, lead generation, increasing sales, and establishing your brand’s authority.

It’s easier to get your target audience to act when messaging is geared toward their motivations, pain points, and needs. Segmentation is the best option for maximizing the effect of your email marketing campaigns. There are four (4) segments you should focus on to ensure you’re delivering relevant messaging:

  • Subscribers who open, but don’t click-through
  • Subscribers who click-through
  • Signup source
  • Repeat clients or customers

Developing a content calendar allows you to brainstorm about the types of content and topics that resonate with your target audience. It also identifies the best days and times to send emails. A content calendar and schedule help you maintain consistency and focus on content that encourages your target audience to act.

An email marketing strategy improves open and click-through rates because it equips you with a tangible consistency to deliver maximum effectiveness.

Developing a email marketing strategy

2. Crafting Clickable Subject Lines and Preview Text

When subscribers make a decision to open or click-through an email, it begins with a clickable subject line and preview text. Clickable subject lines invoke reader interest with a genuine curiosity, create a sense of urgency, or ask a compelling question. To make an impact with preview text it’s always best to be precise, avoid using all caps, and use a combination of numbers or values that would be relevant for your target audience. 

Example Subject Lines:

“Tonight only” “As You Wish” “30% OFF” “Get V.I.P. access”


Example Subject Lines:

“The wait is over!”
“NEW! 5 Things Your…”
“Have you ever realized…?”
“How to Grow Your Business”

Email Subject Lines

Clickable subject lines and preview text improve open and click-through rates because it allows for immediate engagement with subscribers.

3. Performing A/B Testing

Performing A/B testing is essential to improving open, click-through, and conversion rates. This testing provides the opportunity to make a greater impact with your email marketing efforts and save on expensive marketing options.

A/B testing can apply to any of the following:

  • Headline
  • Call to action
  • Subject line
  • Content
  • Personalization [Hello Stu, Hey Stu, What’s Up Stu]
  • Images
  • Closing
  • Send days and times
Email Marketing AB Testing

Each iteration should be based on the frequency of your emails and last for at least 2-3 cycles. Using a service such as MailChimp, ActiveCampaign, Flodesk, or Constant Contact aids in implementing A/B testing quickly and efficiently.

Having a client or customer’s email address easily grants you access to connect with and influence them. Email marketing is an essential part of a successful digital marketing strategy. Digital Workshop Center teaches you how to create powerful email messages for any industry, avoiding common mistakes, and applying best practices in email marketing strategies. To learn more about our Email Marketing course and other courses in the Digital Marketing Certificate program, set up a time to speak with a Student Advisor and discover how we help you enhance your skills.

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