Emails aren’t worth much unless they get opened, read and clicked through. The more subscribers that do that stuff, the more valuable your list will be. Follow these tips to maximize your open and click-through rates.

1. Be consistent. Get people into the habit of opening and clicking through your emails at a consistent frequency, whether that’s once a month or once a day.
2. Optimize your subject lines: Personally, I’ve found that short subject lines get higher open rates. On mobile, longer subject lines get cut off after the first 30-40 characters. Short subject lines are also more effective as a “curiosity hook.”
3. Use preview text to stand out in the inbox.
4. Increase click-through rates by including a direct call-to-action, like “click here to read it” or “learn more”.
5. If your goal is to get people to click, don’t include too much copy in your email. You want enough copy to make someone hungry enough to click. But not to completely satisfy them before they do. (For example, lots of images in an email usually leads to a lower CTR).
6. Check out these additional email marketing resources: Get more subscribers with my guide to How to Build an Email List, and maximize your ROI with Email Marketing: The Definitive Guide.