Get Customers to Open Your Email

4. Increase Click-Through and Conversions

Click-through rates vary based on whether customers are being asked to click through to make a purchase or simply to get more information, such as by reading a longer article in a newsletter.

You can increase click-through by offering multiple links sprinkled throughout your email, so customers don't have to read all your copy in order to move to the next step.

For email solicitations, a strong call-to-action is essential and is largely responsible for a pass or fail click-through rate. Be sure to provide an incentive that adds value and gives your recipients a reason to respond now.

And here's a final tip regarding email solicitations: For maximum conversions, direct your click-throughs to specialized landing pages on your site -- not your main page.

Send customers to pages where they can take immediate action on your offer, rather than having to hunt through all the pages of your site. This small adjustment will increase sales and the return on investment from your email campaign.