15 Tips for Writing An Email People Will Actually Read And Reply To
Let’s cut to the chase: most emails suck. They get sent, forgotten, or—worse—ignored.
But there’s good news: writing emails that grab attention and spark responses is possible (it just takes a little more effort.) If you’re tired of seeing your emails collect dust in inboxes, these tips will help you write messages that not only get opened but also get a reply.
Let’s dive in.
Email Benchmarks: What Should You Aim For?
So, you’re sending emails. Great start. But what’s next? Are people actually opening them, or are they disappearing into the void of unread inboxes? Let’s check the stats.
According to Campaign Monitor, here’s what “average” looks like for all industries:
- Average open rate: 17.92% (not bad, but let’s aim higher).
- Average click-through rate: 2.69% (yes, this is normal).
- Average unsubscribe rate: 0.17% (we’ll call that a win).
- Average click-to-open rate: 14.10% (a solid “opened and mildly interested”).
These benchmarks are a helpful starting point, but they’re just that—a starting point.
Want to take it even further? Learn how to craft emails that don’t just sit in inboxes but actually get opened, read, re-read, and even replied to.
Keep reading to find out how.
- Do Your Research
We get it—automation is tempting. But sending the same email to everyone on your list? That’s a missed opportunity. Take the time to learn about your audience and personalize your message. It works—Campaign Monitor reports that personalization boosts open rates by 26%.
So, how do you make it personal?
- Start small by adding the recipient’s name.
- Go a step further by offering helpful, relevant information. This might mean building buyer personas and crafting thoughtful, targeted content.
Want to take it even further? Dive into audience demographics and use that data to create dynamic, customized emails that truly resonate.
- Work on Your Subject Line
The quickest way to boost your email open rate? Improve your subject lines. It’s a balancing act—make them interesting, but not over-the-top.
Here’s how to craft better subject lines:
- Keep it clear and concise. Aim for about eight words, according to Retention Science.
- Describe what’s inside. Give readers a reason to open your email in just a few words.
- Use action words. Swap out excessive exclamation points and caps for verbs like “visit,” “get,” or “follow.”
- Personalize it. Adding the recipient’s name can grab attention and make your email feel personal.
In short, keep it simple. The goal is to hook readers into opening, reading, and clicking through—without trying too hard.
- Don’t Overlook the Preview Text
Most email clients show a preview of your email’s body text, giving you up to 60 characters to hook readers before they even open the email.
This is prime real estate, so make the most of it! Use it to give a quick, enticing glimpse of what’s inside. A strong preview can spark curiosity and increase your chances of getting the open. Think of it as the “teaser” for the content that follows – short, sweet, and attention-grabbing.
4. Make Your First Sentence Engaging
Once your email is opened, you’ve got just a couple of seconds to grab your reader’s attention. The first sentence is critical – it sets the tone and determines whether they’ll keep reading or move on.
Start with something that hooks them immediately. For example, “90% of marketers say this tool is a game-changer” or “Here’s how you can boost your ROI by 50%.” Offering stats or compelling statements can pique curiosity and make them want to know more.
Remember, your goal is to spark interest right from the start, so make that first sentence count!
5. Be Specific with What You’re Asking
No one likes uncertainty, especially when it comes to emails. With only a few seconds of your recipient’s attention, clarity is key. If your email’s purpose isn’t obvious right from the start, they’re less likely to engage.
So, if you need something – whether it’s feedback, a click, or a reply – be direct about it. Don’t beat around the bush. For example, instead of “Let us know your thoughts,” try “Click here to share your feedback.”
On the flip side, if your email is purely educational, avoid making any promises or giving the impression that there’s an immediate action required. Keeping things clear and to the point ensures your message hits home.
6. Keep Your Email as Short as Possible
It might be tempting to share everything, but remember: less is more. Your recipients likely don’t need every single detail. The goal is to get to the point quickly and keep the email concise.
If you need to convey important information, make sure it’s clear and direct. Skip the fluff and focus on what truly matters. A clean, straightforward email increases your chances of engagement without overwhelming your audience.
7. Skip the Small Talk
Small talk is a time-sucker. If it doesn’t add value or align with the message of your email, cut it. Your readers are scanning your email with one goal: to find the relevant content. If you bog them down with unnecessary words, they’ll tune out.
The purpose of your email is simple: engage, encourage action, and (hopefully) convert. Extra filler doesn’t help. Keep it sharp to keep your audience hooked.
8. Highlight the Most Important Parts
Formatting your email for easy reading is essential. Use headings to break up the content and draw attention to key points or calls to action (CTAs). Adding white space between sections helps the reader subconsciously identify what matters most. By visually guiding them, you make it easier for your recipients to digest the information and remember what’s important.
9. Make Your Links Friendly
Links in your email should be easy to find and compelling to click. Avoid vague text like “click here.” Instead, use anchor text that gives readers a reason to click—such as offering interesting facts or details followed by a link.
Pro-tip: CTA buttons are often more effective than hyperlinks at encouraging clicks.
10. Use Bullets to Make Your Email Easy to Scan
Bullet points are your friend. They make it easy for readers to scan and highlight essential information. They also add more white space to your email, making it more digestible. Use bullets for lists, such as software features or key points, to keep your content organized and readable.
11. Use the Word “You”
Speak directly to your audience by using “you.” This makes the email feel personal and relatable, positioning you as someone guiding them through important next steps. Using “you” creates a sense of connection, making your message feel more authentic—like it’s coming from a trusted friend or colleague.
12. Add Facts
Stop guessing—use facts and data. Give your subscribers something of value by backing up your claims with stats, research, or case studies. People like solid, interesting information. Just make sure to link to your sources so your credibility doesn’t come into question.
13. Add an Email Signature
Make your emails feel personal, and that includes a custom email signature. Let your readers know who’s behind the message. A good email signature should include:
- Your name and contact details (keep it neat)
- Your photo or company logo to build trust
- Social media icons that link to your profiles for engagement
- CTAs or promo banners with links to your latest content or offers
Use email signature generators like MySignature.io or Newoldstamp to build a signature that fits your brand. If you’re managing a team, these tools make it easy to standardize signatures across employees for brand consistency.
14. Consider Using Images
Images are fine—just keep them under 50 kB. People expect links, so make sure images are hyperlinked, and add alt text in case the image doesn’t load. A good image strategy can make your email pop.
15. Double-check Attachment Names
Be specific with file names—“document.pdf” is a no-go. Try something like “winter-sales-report.pdf” for clarity. And don’t forget to mention any attachments in the email body so your recipient knows exactly what they’re getting.
Wrapping Up
To create an email that grabs attention and sparks a response, think about what emails you’d personally want to read and engage with. Here’s a quick reminder of key tips:
- Understand who your recipients are.
- Craft a subject line that’s clear and under 10 words.
- Hook your readers from the very first sentence.
- Be specific—avoid ambiguity.
- Skip small talk and stick to useful, relevant information.
- Use headings, CTA links, or buttons to highlight key points.
- Bullet points make content scannable and digestible.
- Speak directly to your readers using “you.”
- Match your tone and language to your audience.
- Use a professional email signature to personalize your emails and promote your content.
- Keep images small to avoid slow loading times.
- Ensure attachment names are clear and relevant.
For more tips, check out our guide to email marketing that works.
Follow these tips, and you’ll see better engagement with your emails.
With that being said, however, we know cold emailing isn’t easy—which is why we’re here to help. Interested in learning more about how we help our clients? Read on to see how we shorten sales cycles for our clients (using email marketing and more!)
Interested in learning more? Check out our guide: Your Email Marketing Sucks… Here’s How to Fix It.
