How to Write Emails That Don’t Just Get Opened—They Get Clicked

5 January 2026

Let’s be honest: crafting the perfect email feels a bit like trying to make the perfect cup of coffee. You know the beans (content), the water (timing), and the brew (subject line) all matter—but if something’s even a little off, you’re left with a bitter taste and no clicks.

So here's the real question: how do you write emails that don’t just flirt with their recipients from the inbox—but actually charm their way into someone's click?

Welcome to the guide that’s going to take your email game from “meh” to “must-click.” Grab your keyboard, roll up your sleeves, and let’s get to work.

Why Getting Opened Isn’t Enough

Sure, getting your email opened is a good start. But that’s like someone reading a movie title—they still haven’t bought a ticket.

Your subject line is just the appetizer. The click? That’s the feast. That’s where conversions live. That’s where your audience takes action, whether it’s buying your widget, downloading your freebie, or watching your cat video (no judgment).

So, let’s focus on that beautiful journey from "Hey, this email sounds interesting" to "Boom, I’m clicking that link."

Step 1: Start with a Killer Subject Line (Of Course)

Yes, let’s address the obvious first. If people don’t open the email, they’re definitely not going to click anything inside it.

Tips to Nail the Subject Line:

- Keep it short and snappy: Mobile users are squinting at 30-40 characters, tops.
- Ask a question: Makes people pause and think—“Do I really know the 3 mistakes every entrepreneur makes?”
- Use curiosity (but don’t clickbait): “You won’t believe what happened when…” works, but only if you deliver.
- Make it personal: Use the recipient’s name or location if possible. Everyone likes feeling special.

✨ Bonus Tip: Emojis work wonders—but only when they make sense. No one wants to see a rocket 🚀 when your email is about accountant software.

Step 2: The Preheader—Your Email’s Sidekick

Think of the preheader as the Robin to your subject line’s Batman.

It shows up right next to the subject and gives a quick preview of what’s inside. If your subject is the hook, the preheader is the line that reels them in.

Quick Preheader Tips:

- Complement the subject line, don’t repeat it.
- Give a sneak peek of the value inside.
- Keep it under 100 characters.

Example:
- Subject: “This Simple Trick Doubled My Sales”
- Preheader: “And no, it’s not what you think…”

Step 3: Nail the Opening Line

Congratulations! Your reader opened the email. Now don’t scare them off with something that reads like a legal contract.

You’ve got 3 seconds. That’s how long most people take before deciding to keep reading or hitting delete.

How to Hook Them:

- Start with a story.
- Use humor or wit.
- Ask a relatable question.
- Get personal.

Example:
> "Ever sent an email into the void, only to hear… nothing? Been there. Let’s fix that."

Remember, you're not writing a thesis. You're having a conversation. Be human.

Step 4: Offer Value Like Free Samples at Costco

No one clicks for fun. People click because they expect something awesome at the other end.

So you need to ask yourself: “What’s in it for them?”

Here are a few ways to provide genuine value:

- A free downloadable
- A spicy blog post
- Exclusive deals or early access
- A helpful how-to video

And more importantly—make the value obvious. Don’t bury it under three paragraphs of fluff.

Example:
> “Click here to steal my 5-minute morning routine that actually works.”

Step 5: Structure for Skimmers

Let’s face it: no one reads whole emails anymore. We skim. Like seagulls scanning for French fries.

So make your emails skimmer-friendly:

- Use headers to break things up
- Include bullet points
- Highlight key text in bold
- Add imagery strategically

Imagine you’re designing a landing page—what draws the eye? What makes it easy to navigate? Apply the same thinking to your emails.

Step 6: Craft a Call-to-Action That Pops

Ah yes—the mighty CTA. The moment of truth. Will they click… or will they ghost you?

Too many emails hide their CTA like it’s a secret treasure map.

Make it loud. Make it proud.

CTA Best Practices:

- Use action verbs: “Download Now,” “Watch the Magic,” “Steal My Template”
- Keep it benefit-focused: “Get 70% Off Today Only”
- Make it stand out visually: Use buttons or contrasting colors

And for the love of keyboards, don’t have ten different CTAs. That’s how you lose people. One strong, clear ask is all you need.

Step 7: Make it Personal (No, Really)

Want better click-throughs? It’s time to step away from the bland, robotic copy.

Personalized emails perform up to 6x better. Why? Because it's like getting a message from a friend—not a faceless brand.

Personalization Tactics:

- Use their first name (duh)
- Reference past purchases or behavior
- Segment by interest or location
- Write in second-person POV (you, your)

Even adding a little personality helps. Crack a joke. Tell a tiny story. Let them know there’s a real human behind the keyboard.

Step 8: The Power of Timing

You could write the Mona Lisa of emails but send it at the wrong time? No one's clicking.

General timing rules:
- B2B campaigns do well mid-week (Tues-Thurs) around 10 a.m.
- B2C campaigns can thrive on weekends
- Test your list! Every audience is different.

And don’t forget time zones. Sending an email at 9 a.m. in New York means someone in London sees it at 2 p.m.—which might totally throw off your engagement.

Step 9: A/B Testing – Because Guessing Is for Amateurs

Not sure if your audience prefers “Start Here” or “Let’s Go”?

Test it. Always.

A/B testing lets you try different versions of:
- Subject lines
- Send times
- CTAs
- Layouts or templates

You’d be surprised how a small tweak can double your click rate. Data > gut feelings.

Step 10: Optimize for Mobile (Or Prepare for Tears)

Over 60% of emails are opened on mobile. If your email looks like a janky wall of text on someone’s phone?

Well, say goodbye to clicks.

Mobile-Friendly Basics:

- Use large fonts (at least 14pt body text, 20pt headers)
- Keep paragraphs short and sweet
- Make CTA buttons big enough to tap
- Use responsive email templates

If your email isn’t mobile optimized, it might as well be unreadable. And an unreadable email is a non-clicked email.

Bonus Round: Subject + CTA Synergy

Want to know the secret sauce of high-performing emails? The subject line and CTA should click together like Lego bricks.

Think of your email as a promise:

- The subject promises something exciting
- The body builds the case
- The CTA delivers the payoff

If the subject line says “Unlock My Secret Sauce,” the CTA should say “Unlock Now”—not “See Our New Features.”

Consistency breeds trust—and trust gets clicks.

What About Visuals?

People process visuals 60,000 times faster than text (yep, that’s a lot).

So include:
- Product images
- Gifs (tastefully, please)
- Icons to break up the text

But don’t overdo it. If the email takes 8 years to load or looks like a MySpace page circa 2005, your click-through rate is toast.

Wrapping It All Up—Email That Demands a Click

So here’s your email success recipe:

1. A subject line with a wink 💌
2. A preheader that whispers, “You’re gonna want to open this…”
3. A story or hook that makes them stay
4. A value-bomb that’s clear and irresistible
5. A CTA that’s impossible NOT to click
6. Structure made for goldfish attention spans 🐠
7. Personal touches that feel like a message from a friend
8. Timing + testing + mobile optimization = performance magic

The inbox might be a battlefield—but now you’ve got the strategy (and the charm) to win it.

Now, go forth and craft those click-worthy emails. Your audience (and your analytics dashboard) will thank you.