How to Write Emails That People Actually Open & Read
Email marketing remains one of the most effective ways to engage with audiences, generate leads, and drive conversions. However, with inboxes flooded daily, standing out is no easy feat. As a certified digital marketer from DG Mark Institute, I’ve seen firsthand how powerful well-crafted emails can be. The key isn’t just sending emails—it’s ensuring they get opened and read. In this guide, we’ll break down exactly how to write compelling emails that grab attention, hold interest, and drive action.
- Craft an Irresistible Subject Line
Subject line is the very first thing recipients receive, and they decide if their email gets read or goes directly to spam. Research indicates 47% of recipients choose whether to open an email or not based only on the subject line. So you have a matter of only few words to create an impression.
Best Practices for Subject Lines:
Short & concise – use 6-10 words.
Use curiosity & urgency – Create interest without being clickbait-y.
Personalization works – Emails with a name in the subject line do better.
Avoid spam triggers – Phrases like “free,” “guarantee,” or too much caps & exclamation marks can get you into spam.
Test different formats – A/B test subject lines to find out what performs best.
Examples:
“Kunal, You Don’t Want to Miss This!”
“Your Exclusive Discount Ends Tonight”
“Last Chance: 24 Hours to Claim Your Offer”
- Craft a Compelling Opening Line
Following the subject line, the opening line is vital in holding the reader’s attention. If the opening line doesn’t grab them, they will probably leave it.
Tips for a Powerful Opening:
Be friendly & personal – Write in a conversational tone.
Show pain points – Demonstrate you get their needs.
Make it interesting – Begin with a question or surprising fact.
Examples:
“Ever feel like your emails are getting ignored? You’re not alone.”
“What if I told you we have a magic formula to lift your email opens by 50%?”
“You’re doing it wrong with email marketing—here’s how we can correct that.”
- Emphasize Clarity & Value in the Body
Make your email body clear, simple, and full of value. Readers scan through emails, so keep it straightforward.
Email Body Best Practices:
Short paragraphs – 2-3 sentences long.
Bullet points – They’re easier to chew.
Speak directly to the reader – Use “you” rather than “we.”
Highlight benefits – Emphasize what’s in it for them.
Use storytelling – Humans respond better to stories than they do to flat facts.
Example:
✅ Fast tips for boosting open rates
✅ Easy subject line adjustments that succeed
✅ A free optimization checklist for your emails
- End with a Clear & Compelling CTA (Call-to-Action)
Your email always needs to have a purpose, whether it is to drive traffic, to get a reply, or to drive a sale.
CTA Best Practices:
Make it action-oriented – Use strong verbs.
Keep it specific – Tell them exactly what to do.
Create urgency – Give a reason to act now.
Use a CTA button – A clickable button works better than a plain old link.
Examples:
“Download Your Free Guide Now”
“Book a Free Strategy Call Today”
“Shop Now – 50% Off Ends Tonight”
- Optimize for Mobile & Readability
Over 50% of emails are opened on mobile devices. If your email isn’t mobile-friendly, you’re losing potential readers.
Mobile Optimization Tips:
Use a single-column layout – Easy to read on small screens.
Keep sentences short – Avoid walls of text.
Use large, clickable buttons – Instead of small links.
Use alt text for images – In case they don’t load properly.
- Take Advantage of Personalization & Segmentation
Personalization is more than including a first name in an email. Use user behavior, preferences, and demographics to personalize content and drive engagement.
How to Personalize Emails:
Dynamic Content: Display varied content based on interests of recipients.
Behavior-Based Triggers: Send trigger emails based on behaviors such as cart abandonment.
Segment Your List: Segment users by industry, purchase history, or interests.
Use past behavior data: Send suggestions based on what they had clicked or bought before.
- The Power of Storytelling in Emails
Stories make emails more relatable and interesting. Use storytelling to emotionally connect with your audience and engage them.
How to Use Storytelling in Emails:
Begin with a real-life situation or problem.
Present a solution (your service/product).
Finish with a CTA that relates to the story.
Example:
“Last year, Sarah was having a tough time with low email open rates. She was frustrated to see her carefully written messages sitting unread. Then she found an easy trick—adding power words to her subject lines. Within a month, her open rates jumped by 40%. Curious about her specific strategy? Click here to find out.”
- Timing Matters – When to Send Your Emails
Even the most well-written emails won’t work if they’re sent at the wrong time. Research indicates that email engagement depends on timing.
Best Times to Send Emails:
Tuesday & Thursday mornings – High engagement times.
Early afternoon (1-3 PM) – Excellent for work-related emails.
Evening (7-9 PM) – Suitable for consumer brands.
- Avoiding Common Email Marketing Mistakes
Even seasoned marketers make errors. Here are a few to avoid:
Common Mistakes:
Sending generic, unpersonalized emails.
Overlooking A/B testing possibilities.
Overloading emails with excessive information.
Not optimizing for mobile devices.
Lacking a clear CTA.
- Test, Analyze & Improve
Even the most skilled email marketers don’t succeed on the first try. A/B testing and data analysis improve email performance.
What to Test:
Subject lines (teasing vs. straightforward approach)
CTA wording and location
Email length and structure
Key Metrics to Track:
Open Rate – Are people opening your emails?
Click-Through Rate (CTR) – Are they reading your stuff?
Conversion Rate – Are your emails working?
Unsubscribe Rate – Are you losing them?
Conclusion
Crafting emails that humans actually read and open isn’t rocket science—it’s all about knowing your audience, providing value, and writing great messages. By mastering your subject lines, personalizing your messages, writing clear CTAs, and sending emails at the right time, you can increase engagement and drive results.Begin implementing these tactics today and see your email marketing flourish. Try, learn from your metrics, and continue to hone your strategy for optimal performance!