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Email Copywriting Tips to Increase Clicks

Email Copywriting Tips to Increase Clicks

If you’re investing time and resources into email marketing but not getting the click-through rates you hoped for, your email copy may be the issue. Getting people to open an email is only the first step — the real goal is to get them to click and take action. That’s where great copy comes in.

Strong, strategic writing can guide your readers from curiosity to conversion. In this article, we’ll explore proven email copywriting tips to increase clicks, so you can write emails that not only get read — but also get results.


Why Clicks Matter More Than Opens

Email open rates tell you whether your subject line worked. But clicks? They show engagement. Every click is a signal that your message resonated and moved someone to act — whether that’s buying, signing up, or reading more.

Click-through rate (CTR) is a key performance metric in email marketing, and improving it often comes down to how well your copy connects with your audience.


1. Start Strong with a Compelling Subject Line

Before people read your email copy, they need to open it. That starts with a subject line that grabs attention and creates curiosity or urgency.

Tips:

  • Use power words like “secret,” “boost,” “save,” or “limited.”

  • Personalize with the recipient’s name if possible.

  • Keep it under 50 characters for mobile-friendliness.

Examples:

  • “Unlock 3 Tips to Double Your Conversions”

  • “Don’t Miss Out — 48 Hours Left!”

While this is technically outside your main email body, it sets the stage for better clicks inside.


2. Write for Skimmers

People don’t read emails word-for-word. They scan. Use formatting and structure that makes it easy to absorb your message quickly.

Copy techniques for skimmers:

  • Short paragraphs (1–2 sentences)

  • Clear subheadings or bolded text

  • Bullet points to break down key points

  • Emphasis on benefits in bold or italics

Make your main offer or point easy to spot even at a glance. It increases the chances someone will click even if they’re in a hurry.


3. Focus on Benefits, Not Features

One of the biggest mistakes in email copy is focusing too much on product features. People don’t buy features — they buy outcomes.

Instead of:
“Our tool includes 256-bit encryption and real-time backup.”

Write:
“Your files stay safe, secure, and always backed up — even if your laptop crashes.”

Make sure the email copywriting tips to increase clicks you’re applying always highlight how the product or offer helps the reader.


4. Use One Clear Call-to-Action (CTA)

If you want someone to click, you need to clearly tell them what to do. Avoid overwhelming the reader with too many CTAs.

CTA writing tips:

  • Make it action-focused: “Download the guide,” “Claim your discount,” “Start free trial.”

  • Use buttons for visibility on both mobile and desktop.

  • Place the CTA early in the email — and again at the end.

  • Use urgency or scarcity when appropriate: “Only 3 days left!”

The more specific and direct your CTA, the more likely people will click.


5. Add Personalization for Better Engagement

Personalized emails consistently perform better. Addressing the reader by name or referencing their recent activity builds trust and relevance.

Examples of personalization:

  • “Hey [Name], we picked these just for you.”

  • “Based on your recent order, here’s what we recommend.”

Even basic personalization can make your copy feel more like a conversation than a mass message — and that naturally increases clicks.


6. Tell a Story or Use a Hook

Great storytelling builds emotional connection. Starting your email with a relatable story or surprising hook keeps people reading until they get to your CTA.

Story hook examples:

  • “Last year, I almost gave up on marketing altogether…”

  • “Imagine boosting your sales by 200% — without spending another dollar on ads.”

Stories are memorable and persuasive. They bring emotion into your message, which helps people care enough to click.


7. Create Urgency and Scarcity

When readers feel they might miss out, they’re more likely to act fast. Time-sensitive or limited-quantity offers often result in higher click-through rates.

Ways to create urgency:

  • “Only 10 spots left — act now!”

  • “Offer ends at midnight tonight!”

  • Countdown timers (in advanced email tools)

However, be honest. False urgency can damage trust. If you say it’s the last chance, don’t send the same offer again a week later.


8. Test and Refine Your Copy

Great email copy doesn’t happen by chance — it’s refined through testing. Try A/B testing different subject lines, CTA phrasing, and even email lengths to see what gets the most clicks.

What to test:

  • Subject line vs. body influence

  • CTA button color, wording, and placement

  • Personal tone vs. professional tone

  • Short vs. long emails

Tracking your CTRs and learning from past campaigns is one of the most valuable email copywriting tips to increase clicks.


9. Remove Distractions and Clutter

One strong message is more powerful than five weak ones. If your email tries to do too much — sell a product, promote a webinar, ask for a review — people get overwhelmed and do nothing.

Keep it focused:

  • One offer

  • One message

  • One goal

Cut anything that doesn’t directly support your main CTA. Clean, focused emails convert better.


Final Thoughts

If you want more clicks, focus on writing emails that are clear, compelling, and customer-focused. These email copywriting tips to increase clicks aren’t about tricks — they’re about understanding what your audience cares about and delivering value with every word.

From subject lines to CTAs, every piece of your email plays a role in guiding your reader toward action. Keep testing, stay authentic, and always write with your audience’s needs in mind.

The inbox is competitive — but with the right copy, your emails can stand out, get clicked, and drive the results you want.
Also, you can learn more about Mobile-Friendly Email Design here.

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