How To Enhance The Readership Of Your Marketing Emails?

Tiago Santana


Are you wondering how to make the maximum number of people read your emails?

We have your back. With email emerging as the most prominent marketing channel, brands are using it to promote their products and services. Not only that, they are using em

ails for many other purposes like:

  1. Launching a new product
  2. Making announcements
  3. Sending newsletters
  4. Carrying out occasion-based marketing
  5. Acquiring new customers with referral marketing

How Will You Ensure that Your Email Marketing Helps You Achieve These Objectives?

The shortest answer is, "Make the subscribers read your emails."

Amidst all the chaos in the email inbox, your subscribers will choose to read only those emails that catch their attention. Through this article, we will discuss all the tips and tricks to create emails that your subscribers will read and click through too.

Let's start with the email subject lines and then get to the more intricate elements.

Craft an Intriguing Subject Line (with a Suitable Preheader Text)

Work on your subject line before the email copy rather than keeping it as an afterthought. These 50 characters will decide whether your subscribers will open the email or not.

Here are some ideas to inspire you to create an appealing subject line:

a. Current Trends

Keep track of the current trends and world affairs. Then, connect such occurrences with your brand to draft a catchy subject line.

b. Humor

Incorporate humor in your email subject lines to make your subscribers smile. A good laugh will help to generate high open rates and get people interested in reading your email.

c. 'The Deal'

Let your subscribers know the purpose of the email through the subject line itself. For example: Whether you promote a sale or an article to read, let your subject line say it all.

Along with the subject lines, pay attention to the preheader text too. Draft a preheader text elaborating the subject line piquing the subscriber's curiosity. When used correctly, the subject line and preheader text work as the most powerful duo to enhance the email performance.

Format the Email Properly

Remember the long and 'difficult-to-read' examination papers you had back in school? Your emails should not remind the readers of those examination papers. Instead, format your emails so your subscribers can figure out what it is about in a single glance.

Listed below are some tips that will help you out:

a. Work on a Catchy Title/Heading

The title of the email should instantly inform the reader about the purpose of the email. For example: if it is a welcome email, the title can be 'Thank you for signing up' or 'Here is your welcome gift.'

Set the font size and color to draw the subscriber's attention and follow the principles of visual hierarchy.

b. Break the Content with Subheadings

Suppose you have a lot of content to get through in the email, be sure to make it easy to consume by breaking the content up. You can use subheadings and bullet points to do so. You can use subheadings to break up the content when more than four sentences are in the paragraph. Format the subheadings with bold and font sizes smaller than the title text. For lead nurturing emails, you can highlight the features and benefits of the product or services with bullet points or numbered listings.

c. Create a Visible Call-to-Action Button (CTA)

Pick a contrasting color for your call-to-action button. For example, green is the perfect color to get your CTA noticed. Moreover, it is advisable to use the first-person narrative in the copy to get the maximum click-through rate.


Segment the Subscriber List

The most effective way to get maximum readership for your emails is to send the right message to the right person at the right time. By segmenting your subscriber list according to the most relevant parameters like demographics, past purchases, survey results, and email response rates, you can make this happen. To illustrate, you can create one list of frequent buyers and another of dormant subscribers. Then, you can send promotional emails to the active subscribers and re-engagement emails to the inactive ones. Such a strategy ensures reasonable click-through rates and conversions.

Automate Your Email Marketing Strategy


Sending automated emails based on the subscriber's activity will appeal better to the readers. Let me explain.

a. Welcome Email

Send a welcome email within the first two days whenever you get a new sign-up. Inform them about the benefits of using your products or services. You can also incentivize them to make the first purchase.

b. Lead Nurturing Email

After the welcome email, it is time to nurture the prospects according to their position in the funnel. For the top of the funnel prospects, the lead nurturing email should focus on creating awareness about your products or services. On the other hand, you can send out time-sensitive offers to the prospects positioned at the bottom of the funnel.

c. Announcement Email

Announcement emails generally have an excellent open and click-through rate. You must send these emails to let the subscribers know about the new product in the works.

d. Newsletters

If your website has a regularly updated blog, you can send newsletters to share the recently added articles and industry updates. It will help you get more readers on your website while increasing the email campaign performance. As a best practice, allow your users to set their preferences and see how many newsletter subscribers you get.

e. Customer Appreciation Email

Take time to send milestone emails to appreciate your customers. Share how they have used your product or services over time. You can send emails to wish the subscribers happiness on special days like birthdays and anniversaries. Occasion-based marketing is also a great way to get maximum people to open and read your email.

f. Promotional Email

Who doesn't love discounts? Use this type of promotional email to entice people to read your emails and convert. However, make sure you follow a permission-based email marketing strategy. Share a link to the preference center so the email subscribers can set their preferences on whether they want to receive the promotional emails or not.

g. Event Invitation Email

Companies that frequently organize events and webinars must undoubtedly cash in on the opportunity with event invitation emails. Through these emails, you will be able to increase the event footfall by boosting brand visibility.

h. Re-Engagement Email

Just like you lose touch with your college friends or old office colleagues with time, your subscribers might gradually forget about you. Losing touch this way will affect your email readership. You must send out re-engagement emails to get these dormant subscribers to read your emails.

i. Tell a Story Through Your Emails

Stories tap on the emotional instinct of your email subscribers and make them keen to engage with the content. Use the power of storytelling to share the vision statement, mission, and brand story. This tactic works the best for welcome and customer appreciation emails. It brings freshness to the email subscriber's inbox and creates an emotional connection with them. An email becomes much more compelling when a story backs the copy. It will remain etched in the subscriber's mind much longer than any other email.

j. Use Visuals to Support the Email Copy

Besides storytelling, you can use visuals to bring your words to life. Writing a compelling subject line and email copy is not enough. Your email must look good to make the subscribers scroll through and read it. Using attractive visuals will make your job easy. You can use relevant images, illustrative GIFs, and explanatory videos to explain the purpose of the email. For instance, you can use images to demonstrate the usage of your product or services. Just make sure you follow all your branding guidelines while using images and use them judiciously without overwhelming the email subscriber.

k. Keep Track of the Email Deliverability Rate

What if your subscribers are not receiving the email you send? Almost 21% of emails are not delivered to the subscriber's inbox. In such instances, it will be evident your email read rate will be low. As a result, you will waste time and resources on email subscriber lists that give no returns. Therefore, you must monitor the email deliverability rate to ensure no deliverability issues.

If you notice a low deliverability rate, you must vet your email subscription list and remove all the invalid or duplicate email addresses. In addition, you must also remove the dead leads who have not even engaged with your re-engagement emails. Make this a regular practice so you do not face the issue of email deliverability. Doing so will help you maintain a healthy email subscriber list and significantly improve the email campaign performance.

Besides the deliverability rate, you must also assess the open email rate, click-through rate, and conversion rate. If any of these parameters are low, you must rethink your email marketing strategy considering the points shared above.

l. Maintain Consistency

Consistency works wonders when it comes to email marketing. Whether it's branding, formatting, the voice of your email, or the sending schedule, use a consistent approach that will encourage a connection with your brand. For example, you can send newsletters every Monday and promotional emails on Fridays to follow a consistent strategy.

Bonus Tips to Improve Your Email Click Rate

email-inbox-on- cellphone

These two final tips can help you achieve a better email marketing click rate.

Resend Campaigns

If people didn't open your email the first time around, send it again. That gives them a second chance to click. Also, don't be afraid to experiment with a different subject line or send it during a different time of day. Switching it up can help get you a few more opens and clicks.

Clean Your List

Email lists have a natural churn rate of people who unsubscribe or complain about the emails. However, this rate also includes the people who don't see your emails. For example, they might not see your email because it goes into their spam folder. Also, don't forget to consider the people who don't check their email.

A few options for solving this include:

  • Having an opportunity for people to get fewer emails. This is known as an "opt-down" option
  • Using some of the tips listed above, like segmentation and personalization
  • Sending re-engagement emails

If none of these tips work, remove those unengaged subscribers from your list. Most email marketing providers let you easily segment and remove subscribers based on activity or rating. That means that those who remain are more likely to open and click, boosting the click-through rate for your email.

Wrapping Up

Having people read your marketing email is both an art and a science. First, understand their psychology and serve them what they like. Then, just like the buffet at a wedding reception that has something for all the guests, regardless of their age, your email should have something to appeal to a large audience based on their demographics and preferences.

Troubleshooting and solving your email marketing click rate can pay off. For example, one business using these methods boosted its click rate by 842%, getting more leads and sales.

Now that you know how to boost your email marketing click rate check out our guide to email retargeting. Email retargeting can help you win back some customers. We have 16 easy ways to get more email subscribers to make sure you always have new leads coming in.

Follow these tips if you find your email open and your click-through rate falling.

Don't let your email open rates suffer. Talk to a growth specialist at gardenpatch about how to get people opening and reading your emails.

Ready to start improving your marketing email open rate?

Schedule a consultation below!

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