Good email marketing is sending emails to people who want to receive them – but even that doesn’t mean people will read the emails and click through to your offer.

Use these tips to improve your emails' open rates, clickthrough rates, and lead generation potential.

Stay legal

Follow email compliance acts/laws to avoid significant fines (and possibly being charged with a misdemeanor).

Write the preview text

For an extra chance to engage your audience, write a description of your offer (<50 characters) for the preview text in the subject line.

Add alt text to your call-to-action (CTA)

Many email clients block images, so not everyone will see your CTA; if you use alt text, your audience will still know where to click and what will happen when they do.

Hyperlink images

Use clickable images (like the cover page of the ebook you’re offering) instead of adding more text.

Optimize for mobile

Reduce image sizes, make CTAs and links larger than 57 pixels, and keep your CTA above the fold.

The right offers to the right people in the right emails will increase your opens and clicks … then your ROI!

For more tips about writing better emails, read the blog.