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Increasing your click-through rate (CTR) is like getting that all-important nod of agreement in a conversation. It's a signal that your message has not only been received but understood and valued. This makes optimizing your emails for clicks one of the most powerful moves you can make to drive engagement and boost sales.

At EmailSmart, we know that a well-crafted CTA can be the difference between an email that gets scrolled past and one that inspires action. Let’s break down seven proven strategies that will make your CTAs impossible to ignore—strategies that speak to both the head and the heart, making your emails not only heard but listened to.

1. Be Specific

When you clearly communicate what people will get from taking action, you're more likely to earn that click. Vague CTAs like "Buy now" lack clarity, making the reader hesitant to click. However, when you spell out exactly what they're getting, it becomes a no-brainer.

Example
❌ “Buy now”
✔️ “Get your personalized skincare routine today”

Clarity reduces ambiguity, creates urgency, and removes friction. Remember, clarity equals conversions.

2. Add Urgency

No one likes to miss out on a good deal. When you introduce urgency, you prompt people to take action quickly. You don't want them thinking "I'll do this later," because chances are, they won’t. Urgency compels immediate action, which is exactly what you want.

Example
❌ “Shop now”
✔️ “Grab your custom-fit running shoes before sizes run out”

By adding urgency, you're capitalizing on one of the most powerful psychological drivers: loss aversion. The fear of missing out (FOMO) motivates people to act fast.

3. Mention Benefits

At the end of the day, people don’t care about your product or service—they care about what’s in it for them. When you highlight the benefits of taking action, you appeal to their self-interest, making them more likely to click.

Example
❌ “Learn more”
✔️ “Discover how to improve your sleep quality in just 7 days”

People don’t click for curiosity alone; they click for value. Show them what they stand to gain, and you'll see a boost in conversions.

4. Use FOMO (Fear of Missing Out)

We all hate missing out on something great, and this feeling can be a powerful motivator in your email CTAs. By making people aware that they might miss a limited opportunity, you amplify their desire to act now.

Example
❌ “Check out [product]”
✔️ “Explore our best-selling workout program—only 5 spots left!”

FOMO is not just a tactic; it's a psychological trigger that encourages immediate engagement, making people feel compelled to act before they miss out.

5. Add Social Proof

People trust what other people are doing. Social proof—such as reviews, testimonials, or the number of customers using your product—helps build trust. When you place social proof near your CTA, it reassures the reader that they’re making a good decision by clicking.

Example
❌ “Get the program now”
✔️ “Join over 1,000 happy members in our online photography course”

Highlighting the popularity of your product or service reinforces confidence, giving your audience the nudge they need to convert.

6. Use Power Words

Words carry weight, and certain words trigger emotions that inspire action. Power words evoke strong emotional responses and create a sense of excitement, urgency, or anticipation. When you use them in moderation, they add energy and impact to your CTA.

Example
❌ “Shop now”
✔️ “Treat yourself to a luxurious spa experience today”

Power words like “luxurious” elevate your CTA from a mundane action to an exciting opportunity. The key here is balance—use power words without going overboard, and your CTAs will pack a punch.

7. Tackle an Objection

People have internal objections that stop them from clicking, such as concerns about commitment or risk. By addressing these objections directly in your CTA, you can ease their worries and remove barriers to clicking.

Example
❌ “Buy now”
✔️ “Try our meal plan risk-free for 14 days. Cancel anytime”

When you make it hard for them to say no, you lower the resistance to taking action, making the CTA nearly irresistible.

The Bottom Line: Clicks Equal Conversions, Conversions Equal Sales

At EmailSmart, we believe that the key to driving revenue is driving engagement. By optimizing your CTAs with these 7 tips, you tap into your audience’s subconscious motivators—whether it's the desire for clarity, urgency, social proof, or reassurance. And when you speak to those emotions, you’re not just improving your email performance—you’re building stronger relationships and boosting your bottom line.

Want more tips on how to optimize your email campaigns? Contact us at [email protected] and see how we can help you improve your email deliverability and drive more conversions

In the world of email marketing, maintaining engagement with your subscribers is key to driving results. But there’s a common challenge many businesses face that often goes unnoticed: email fatigue. When your subscribers feel overwhelmed by the number of emails they receive, their interest wanes, engagement drops, and your overall email deliverability can take a hit.

In this post, we’ll explore what email fatigue is, how it affects your deliverability, and what you can do to manage it effectively.

What is Email Fatigue?

Email fatigue happens when recipients become disengaged due to receiving too many emails or content that doesn’t align with their interests. As inboxes fill up with irrelevant or repetitive messages, subscribers are less likely to open or engage with the emails you send. Over time, this can lead to higher unsubscribe rates, lower open rates, and even your messages being flagged as spam.

For businesses, this not only hurts your connection with your audience but can also have a direct impact on your sender reputation, reducing your email deliverability.

How Email Fatigue Hurts Your Email Deliverability

Email deliverability refers to your emails’ ability to reach the intended recipient’s inbox, rather than being filtered into the spam folder. Email fatigue can lower engagement, which is one of the key signals email service providers (ESPs) use to determine inbox placement.

When your audience stops opening your emails or begins marking them as spam, it sends a negative signal to ESPs. Over time, this results in fewer of your emails being delivered to the inbox. Essentially, poor engagement due to email fatigue can lead to a vicious cycle of declining deliverability and even more disengagement.

Signs Your Audience is Experiencing Email Fatigue

Recognizing the signs of email fatigue early can help you adjust your strategy before it negatively impacts your deliverability. Common signs include:

• Lower Open Rates: A significant drop in how often your emails are being opened.
• Reduced Click-through Rates: Fewer clicks on your email links, even when the emails are opened.
• Higher Unsubscribe Rates: An increase in the number of people opting out of your mailing list.
• Increased Spam Complaints: If subscribers are marking your emails as spam, it’s a clear sign they’re not happy with what they’re receiving.

How to Manage Email Fatigue and Improve Deliverability

Now that we know what email fatigue is and how it affects your deliverability, let’s look at actionable steps you can take to manage it:

1. Segment Your Email List

One-size-fits-all emails rarely work. By segmenting your email list based on your subscribers’ behaviors, preferences, or purchase history, you can send targeted, relevant content. When subscribers receive emails that align with their interests, they’re far more likely to engage with your messages.

2. Adjust Your Email Frequency

Overwhelming your audience with too many emails can lead to fatigue, but sending too few can make your brand forgettable. Finding the right email frequency is key. Monitor engagement and test different cadences to see what works best for your audience. Better yet, allow subscribers to choose how often they want to hear from you.

3. Provide Value with Every Email

Every email should offer something meaningful. Whether it’s exclusive promotions, valuable tips, or relevant updates, make sure your recipients feel that they gain something from opening your emails. Avoid overly promotional or repetitive messages, as they contribute to fatigue.

4. Track Subscriber Engagement

Use analytics tools to monitor how your subscribers are interacting with your emails. Pay attention to open rates, click-through rates, and unsubscribe rates. For inactive subscribers, consider sending a re-engagement campaign to reignite their interest. If they don’t respond, it may be best to remove them from your list to keep your sender reputation healthy.

5. Offer Easy Unsubscribe and Frequency Reduction Options

Allowing subscribers to easily unsubscribe or reduce the frequency of emails can help manage fatigue without losing them altogether. This helps prevent frustration and keeps your list clean. A simple “Let us know how often you’d like to hear from us” prompt can go a long way in retaining subscribers.

The Importance of List Hygiene for Email Deliverability

Maintaining a clean email list is crucial for avoiding email fatigue and improving deliverability. List hygiene involves regularly cleaning your list of inactive subscribers and ensuring your email content stays relevant. The more engaged your audience is, the better your emails will perform with ESPs, leading to better inbox placement.

Conclusion

Email fatigue is a common challenge that can seriously affect your email deliverability if not addressed. By focusing on segmentation, adjusting your frequency, and providing valuable content, you can keep your audience engaged and reduce the risk of fatigue.

If you’re looking to optimize your email deliverability, start by ensuring your emails aren’t contributing to email fatigue. A well-engaged audience means higher open rates, better inbox placement, and more sales.

Ready to improve your email deliverability?
Check your EmailSmart Score today and see how you can get more emails into your subscribers’ inboxes.

Unlocking Success: How Managing Engagement in Email Marketing Impacts Domain Reputation

In the dynamic world of email Deliverability, one truth stands tall: engagement is everything. Imagine crafting the perfect email, only to have it lost in the abyss of spam folders. It’s a marketer's nightmare, but there’s a way to turn this around. By managing engagement effectively, you not only boost your domain reputation but also ensure your messages reach the eager eyes of your audience.

The Challenge: Poor Domain Reputation

Picture this: You’ve poured hours into creating compelling content, only to see dismal open rates. What’s the culprit? Often, it’s poor domain reputation. Internet Service Providers (ISPs) are vigilant gatekeepers, assessing every email's sender reputation. If your domain is tarnished, your emails are more likely to be filtered into the dreaded spam folder.

Poor domain reputation can lead to:

• Decreased Deliverability: Your emails are less likely to reach the inbox.
• Lower Engagement Rates: With fewer eyes on your emails, engagement plummets.
• Damaged Brand Trust: Recipients may view your emails as spammy, eroding trust.

The Escape: Boosting Engagement for Better Reputation

The key to escaping the spam folder lies in managing engagement. Here’s how:

1. Segment Your Audience: Tailor your messages to different segments of your audience. Personalized content resonates better, driving higher open and click-through rates.
2. Craft Compelling Subject Lines: The first impression matters. Create subject lines that pique curiosity and compel the reader to open your email.
3. Deliver Value: Ensure your content is valuable and relevant to your audience. Whether it’s insightful tips, exclusive offers, or engaging stories, give your readers a reason to look forward to your emails.
4. Optimize Send Times: Analyze when your audience is most active and schedule your emails accordingly. Timing can significantly impact engagement rates.
5. Regularly Clean Your List: Remove inactive subscribers to maintain a healthy list. A smaller, engaged audience is far more valuable than a large, disinterested one.
6. Encourage Interaction: Include clear calls-to-action (CTAs) that encourage readers to click, reply, or share. Interaction signals to ISPs that your emails are wanted.

The Transformation: From Struggling to Soaring

Imagine transforming your email marketing from a struggle to a success story. By managing engagement, you not only improve your domain reputation but also create a powerful ripple effect:

• Higher Deliverability: Your emails consistently land in the inbox, reaching your audience effectively.
• Increased Engagement: With engaging content and strategic targeting, your open and click-through rates soar.
• Enhanced Brand Trust: As your emails are seen as valuable and trustworthy, your brand’s reputation strengthens.

The Competition: Standing Out in a Crowded Inbox

In the competitive world of email marketing, those who master engagement management will rise above the rest. It’s not just about avoiding the spam folder; it’s about creating a lasting impact. By focusing on engagement, you position your brand as a leader, trusted and valued by your audience.

So, are you ready to transform your email marketing strategy? Embrace the challenge, refine your approach, and watch as your domain reputation and engagement rates reach new heights. The power is in your hands – let’s make your emails the ones that everyone wants to open.

In working with over 5,000 small businesses, I see this obsession with having a large email list. There is a sense of pride they carry with the size of the email list. That obsession with list size 9 times out of 10 though is to the detriment of the business. You may be asking yourself, what’s the problem with a large list?

Let me explain. I was on the phone with a prospective client with some email deliverability challenges who claimed they had a list of 95,000 and they were starting to notice a dip in email opens. So, we dug into that list. It turns out that the 95,000-person list wasn't 95,000 when you excluded the opt-outs and bounces. That brought their list down to about 58,000. That nearly shocked my prospect when they realized that was their actual number.

But it didn't stop there, when we dove deeper into the list and looked at engagement, we found that over 20,000 contacts have not engaged with their content in over a year. Now that 95,000 list is actually down to about 38,000 contacts. Needless to say, there as a bit of shock at that point. After the shock wore off, they responded ”well at least I have 38,000 potentially good contacts to market to”.

Here in lies the problem, 20,000 unengaged contacts that are being marketed to that have zero interest in your marketing. Now if you have done any research on email deliverability, you know that engagement does play a role in email deliverability, and that lack of engagement was a hinderance to this client landing their messages in the inbox and not in the spam folder. But wait...there's more.

But, I didn’t stop there! As it turned out, this list has never been cleaned and the potential client has relied on their Email Service Provider (ESP) to manage the list. They thought what many small businesses owners think- my ESP controls deliverability. They thought that all bounces were handled (and a good amount were) and that’s all they had to worry about. Here now lies the bigger problem: not knowing they had to pay attention to list hygiene and email deliverability, how to do it and what to look for!

The fact for them, as with most every client I’ve been speaking too recently, is there’s a very high likelihood that a major portion of that list (38,000) is dirty - I mean toxic! It is that toxicity that is causing their email deliverability rates and inbox placement (yes there is a difference) to steadily decline.

So how do beat poor deliverability?

It’s said that the easiest way to beat poor deliverability and ensure that your messages actually reach the inbox is to remove people from your list that haven't been opening reading or licking your emails. But, list cleaning by itself isn't enough even though we all wished it was that simple.

To help you in the fight to reach the inbox and avoid having an unengaged list, here are 6 strategies to help you reach the inbox and avoid the spam or promotions folder beside the obvious of cleaning your email list regularly.

Ask Permission To Market - Beyond Can-Spam, CASL, and GDPR laws governing the sending of email, your subscribers see their inbox as a private place. You must consider the perspective of the customer.

Set Proper Expectations - Clarifying what you are sending and how often one is likely to receive an email. As you look at your email frequency, it is important to note that 49% of email subscribers opt-out because they receive too many emails!

Avoid Deception - Stay away from using unethical practices such as deceptive headlines and hiding the unsubscribe link. you may bypass the spam filter, but you will diminish your credibility.

Segment Your List - Segmented email marketing campaigns get almost 15% more email opens and nearly 60% more clicks compared to non-segmented campaigns. You can create customer segmentation by interests and behavior with the emails (creating a dialogue with your prospects rather than a monologue) as well as segment by engagement and yes there are tools that will enable you to do that automatically.

Let Contacts Unsubscribe - Do not hide your Unsubscribe link, remember it's not about the size of your list, it is about how engaged it is. Let contacts that want to go away just go. Making it hard for them to go will only hurt you and your sender reputation as they will only delete future emails or mark them as spam, both if which have a negative effect on email deliverability!

Regularly Scrub your List - Dormant email accounts (emails that are not logged into) can turn toxic extremely quickly. ISP's convert dormant accounts to spam traps at varying rates anywhere from 60 to 180 days. If you ever wondered how a clean list can have a spam trap and turn bad, that's how. At the very least, you should be scrubbing your list bi-annually. I have other clients that scrub every three months and some that segment their lists based on engagement and scrub the unengaged monthly and immediately remove any bad contacts from their lists.

If your emails don't actually make it to the user’s inbox, they are useless. You have to take a proactive approach to the deliverability of your emails, you must pay attention to the basic fundamentals of email deliverability and those are to maintain a clean and engaged list, not just a big list.

If you would like to dive into your email hygiene and deliverability, schedule a free consultation and assessment here.

Here’s two big reasons why email deliverability should definitely be on your radar:

Reason #1: You actually want people to read your emails.

I know, this one is kind of a no brainer. Of course you want people to read your emails! But, there’s a whole lot that has to occur to make that happen. A big part of getting eyes on your emails has to do with email deliverability.  Meaning, getting the email to their primary inbox.

Unless you pay careful attention to the things that impact your deliverability, and yes there are many, the basic goal of getting people to read your emails becomes extremely challenging to say the least.

So what are several factors that affect whether or not you have good email deliverability?

• Your email reputation.

Every email sender has an email reputation or sender score This score is generated by Internet Service Providers like Comcast and Cox, and mailbox providers like Gmail and Yahoo. The score is determined by a number of factors, like your email volume (how many emails you send), your complaint rates, your bounce rates (and ESP's like Infusionsoft and ActiveCampaign do NOT catch every bounce), how often you land in the spam folder, how many dormant (inactive/old addresses) you have, and many more.

If your reputation score is low, that could prevent your emails from landing in the inbox.

Fortunately, there are ways you can prevent hitting the spam or promotions folder, but it takes work!

Setting clear expectations about what you will be sending to your subscribers and sticking to it, sending email with content relevant to your subscribers (give them what they want), and only marketing to those that have requested it from you directly (not buying email lists or using JV lists) is a real good start. Respect your subscribers’ inbox as if it was your own is essential to keeping your deliverability strong. Remember, you can't sell anything to people who do not read your content!

Two tools to look at to help manage your email reputation are Sender Score from Return Path and MXtoolbox. Now just using these won't solve your problems with deliverability, but they will give you a good idea of problems that are occurring.

Reason #2: Nobody wants to be labeled a “spammer.”

I don’t recall anyone waking up in the morning and saying

“You know what I want to do today???
I want to send spammy emails.”

Unfortunately, many people send spam or engage in spammy behaviors without even knowing they are doing it.

So why is not sending spammy emails so important? If people indicate your messages are spam, that can certainly cause your deliverability to take a dip. When that happens, any future emails you send to other subscribers at the same email inbox provider (such as gmail or yahoo) will have an increased chance of ending up in the spam folder as well.

If you’re not sure if you’re sending spam, the following would be a pretty good indicator.

You send email content that doesn’t align with what your subscribers expect to receive from you. (completely going against what we said earlier)

The majority of your email content is too promotional. (People want to be led to a decision, not have promos sent to them every day over the course of 3 weeks)

Here are two tips to help you avoid sending spammy messages.

Provide value

Stick to the expectations you set when they requested information from you on opt-in

But Evan, I send regular, relevant content to my subscribers?

Sometimes, despite your best efforts, it's not your fault someone thinks your email is spam. People may realize that what you offer isn't what they need, or they came to the decision that just they just don't want to receive your emails anymore. We think they would just hit the unsubscribe that you have purposely buried or hidden in the bottom of the email, but sometimes they don't realize it is there and flag emails as spam to prevent your emails from clogging your inbox. They don't do it maliciously to harm you, they just do what they need to do to make sure they receive relevant content in their inbox.

Because of this it is important to ensure that the unsubscribe button is easy to find in your email (that means stop burying the unsubscribe link). You may also consider including some copy that tells people that if they no longer wish to receive your emails, they should unsubscribe from your and make it easy for them to do so.

One of our favorite strategies is the campaign kill button.  It stops the current campaign but, keeps them on your regular list thereby, helping to both track engagement and segment at the same time.  Building on Fundamentals, on the thank you page of the kill button, invite them to engage in a different product or service.

Remember, it is not the size of your list, it is how engaged it is. Get the unengaged out, keeping them will only hurt your deliverability.

For people who do want to receive your emails, ask them to add your “From Address” to their contact list. You can even go as far as directing them to add you to their contact list on your thank page. Or, you can even ask them to drag your email from the promotions tab to primary tab in gmail. Being added to a contact list and doing these other steps helps improve your email reputation score, which in turn means more of your emails will get routed to the inbox instead of the spam folder. This is commonly known as whitelisting your email. 

Attaining High Email Deliverability

Email deliverability needs to be a key focus of any marketing plan! It takes focus and diligence, it is not set it and forget it and your ESP won't deal with it for you.

To borrow an idea from Zig Ziglar, ”People often say that motivation doesn’t last. Well, neither does bathing, that’s why we recommend it daily.”

What we say is, “Your email list doesn’t stay clean and engaged, that’s why we recommend cleaning it monthly.” Not as eloquent but has the same meaning.

Make email deliverability a focus in your business!

If you need help with your email deliverability, schedule a no obligation consultation here