You craft a beautiful, well-written email, and make a valuable offer that you think is impossible to resist. But … no one clicks.

What can you do to make sure your offer gets clicked, acted on, and responded to?

Read on to find out 10 ways to sway your readers to take action.

1. Write a subject line that intrigues and invites

Let’s face it: your email subject line is a make-it-or-break piece of text. Your recipients hover over the trash icon in their email program, just waiting to see which message they can get rid of so they don’t have to read them.

If your email never gets opened, your offer won’t get clicked.

Start working toward a click by writing a subject line that intrigues and makes a promise. Add some urgency (“expires this Friday,” or “offer ends soon”) and they won’t be able to resist opening your email.

2. Make the most important item obvious

One of the reasons people don’t click is there’s too much competition for their attention in your email. If you’re making multiple offers, but one is more important than the rest, make this obvious by giving it more space, and making it larger, brighter, and bolder than the rest.

3. Entice with free content

If people aren’t buying what you’re selling, it might be that you haven’t convinced them they can trust your business. One way to build trust is to offer them information they can consume that helps them to make a buying decision.

Some examples that use this technique are:

  • A short autoresponder series that offers tips for making the most of your product or service
  • A buyer’s guide for the service or product you offer
  • A case study on how one of your customers has benefited from your product or service

Offering this information before you ask for a sale helps build trust and confidence in what you offer.

4. Mention an immediate payoff

If you’re offering a digital product, be sure to let people know that once they pay for it, they’ll get “instant access.” For products that are shipped, let them know how quickly their package will arrive. And for services that will be scheduled, tell prospects when they’ll get on your schedule when they book your time.

5. Make it easy for them to find what you want them to click on

Don’t bury your link! Be sure the item you’d like your readers to take action on is in a prominent place in your email. Add some white space around it, and place it in the top half of your email message so your reader doesn’t need to scroll down to see it.

6. Be in it for the long haul

Don’t go for months without contacting your readers, then send them an offer and expect them to jump at what you put in front of them. For your marketing to be effective, you have to keep your prospects “warm” by staying in contact, offering good information and valuable tips over time. A warm prospect is more likely to click through and consider your offer.

7. Know your audience

The most reliable way to get clicks is to offer something your reader will be interested in. Sounds too simple, doesn’t it?

But getting this right is the foundation of all marketing efforts. So stay in communication with your prospects. Find out what their challenges are. Position your products and services to meet their needs. You’ll get better results when you target your solutions to the market you serve.

8. Be clear about what’s on the other side of the click

A confused mind doesn’t buy—or click! If people aren’t sure exactly what they’ll get by clicking on your link, they won’t want to follow it.

Clear up their confusion by explicitly stating what will happen when they follow that link or click that button. Tell them exactly what page they’ll land on, and what you want them to do next.

9. Use an accent color to highlight the action you want them to take

This solution is most effective if you’re using a reduced color palette in your emails. You can find out how to develop your own color palette here. When your email uses the same small group of colors, and your offer uses a different color that’s brighter and bolder and “pops” out from the rest, you have a better chance of getting it seen and clicked on.

10. Make sure the link or button copy promises a benefit

Please, please don’t use “click here” for your text or buttons. Make sure the benefit of the click you want is crystal clear.

Do this by using text like “Find Out About Our Service Plans Here” or “Click to Get Our Sales Price.” Promise the benefit to get the click.

Bonus Tip: Don’t be a pest

Finally, be sure you’re not bombarding your readers with offers. Make sure the majority of your emails are a mix of information they can use, tips and techniques you’d like to share, and valuable guidance only you and your business can provide.

In the midst of all the valuable information, sprinkle in some offers. If you share before you ask, you’ll have a better chance of getting that click.

How about you? Do you have a favorite technique for getting clicks? Tell us about it in the comments.