How to Write an Email Blast That Gets Clicks

Getting your email opened is half the battle. Getting it clicked is the other half — and it's where most email blasts fail. The email lands in the inbox, gets opened, and then... nothing. Here's how to write email blast content that drives actual clicks.

The Subject Line Determines Everything

Without an open, there are no clicks. Your subject line must create enough curiosity, urgency, or clear value to earn the open. The best subject lines are specific (numbers work: "3 things..."), create curiosity ("The mistake we see most businesses make"), or state a clear benefit ("Your pricing drops by 30% today only").

The One-Job Rule for Email Body Copy

Every element of your email should serve one purpose: getting the reader to click one specific link. When you give readers multiple things to do, they often do nothing. One email = one goal = one primary CTA.

Structure for Maximum Click-Through

Opening Line

Your first sentence is everything. It must earn the second sentence. Start with something unexpected, a bold claim, a question, or a direct address to the reader's situation. Never start with your company name or "I'm reaching out because..."

The Body: Problem-Agitation-Solution

Name the problem your reader faces. Briefly describe what it costs them (agitation). Present your offer as the solution. Three sentences can be enough if they're the right three sentences.

The CTA Button

Use action-oriented copy on your button. "Get Started," "Claim Your Discount," "See Pricing" all outperform generic "Click Here" or "Learn More." Place your CTA above the fold (visible without scrolling) and repeat it at the bottom of longer emails.

HTML vs Plain Text

Plain text emails often outperform beautifully designed HTML emails for click rate, especially for B2B audiences. They feel more personal and less like marketing material. Test both formats with your audience.

Mobile Optimization Is Non-Negotiable

Over 60% of emails are opened on mobile devices. Your CTA button must be at least 44px tall, your font at least 14px, and your layout single-column. An email that looks great on desktop and broken on mobile will kill your click rates.

The PS Line

Readers scan emails. After the subject line, the most-read part of most emails is the PS line at the bottom. Use it to restate your core offer and CTA in one sentence: "P.S. This offer expires Friday at midnight — [link to claim it]."