Why No One’s Clicking Your Emails (And How to Fix It in 3 Easy Steps!)

Simple Strategies to Boost Click-Throughs + Drive More Sales

Struggling to get clicks on your emails? You’re not alone. For handmade sellers and creative entrepreneurs, low click-through rates are a common pain point. Here’s a stat to chew on: the average click-through rate across industries hovers around just 2.6%. That’s two clicks for every hundred people! But what if you could get more than that? What if you could turn those opens into clicks, and clicks into sales?

Getting more clicks isn’t about being “salesy” or adding a ton of links. It’s about crafting emails that make readers want to click. Think of it as guiding your audience on a journey with irresistible, easy-to-follow steps.

Let’s get right to it: why aren't they clicking? And how can you turn it around?

Tip #1: Start with a Clear, Clickable Call-to-Action (CTA)

When I started out, I used to leave my call-to-action until the end of my emails, like a closing statement. But guess what? Many readers never made it that far! Position your CTA throughout your email—not just once but in multiple spots.

For instance, if you’re introducing a new collection of handmade items, link the collection page in a few strategic spots. Try phrases like, “Take a sneak peek,” or “Find your next favorite.” Bold the CTA or make it a button to catch the eye.

Real-World Example: In a recent campaign, I added three links to the same page within the body of the email. Not only did clicks jump by 12%, but sales doubled on that collection release. Simple changes, big impact!

Tip #2: Speak to Their Needs, Not Just Your Product’s Features

Think of your email as a mini conversation where your reader is asking, “What’s in it for me?” Rather than describing your products in technical terms, frame them around your audience’s wants and needs. Instead of “This candle is 100% soy wax,” try something like “Fill your space with soothing, all-natural aromas—made for the ultimate cozy night in.”

Handmade customers love the story behind your work, but they’re also craving an experience. Highlighting benefits over features creates an emotional pull that entices them to click through and learn more.

Quick Tip: Pair your benefits-driven copy with testimonials that show off what others love about your products. Social proof can be the nudge that turns interest into a click.

Tip #3: Add a Sense of Urgency and Curiosity

No one wants to miss out on something special—especially if it’s from a brand they trust. By creating a sense of urgency, you’re giving readers a reason to click now rather than letting the email sit unread.

Consider phrases like, “Limited time offer” or “Only a few left in stock.” Curiosity can work wonders too! Use intriguing subject lines like, “Just in… a little something special” or “Our fall collection is here (and it’s magical).”

Example: During a flash sale, I tested an email with the subject line “Only 48 Hours Left—Save Big on Handmade Goodies!” Click-through rates went up by over 20%. Readers knew the clock was ticking, and that sense of urgency made all the difference.

Bonus Tip: Make it Easy and Enjoyable to Click

Don’t underestimate design. Make sure your CTA buttons are clear, bold, and mobile-friendly. Use short, actionable words that align with your brand’s personality. A button that says “Get Cozy” can perform better than the generic “Shop Now” if you’re selling handmade blankets. It’s all about keeping it relevant and friendly.

A Quick Recap

When it comes to email, every click counts. By adding clear CTAs, speaking to your customers’ needs, and sparking urgency and curiosity, you can create emails that get more than just opens—they get results. Remember, it’s not just about sending an email; it’s about building connections that lead to sales.

By applying these email tweaks, you’re not just increasing your click rate; you’re strengthening relationships with customers who can’t wait to see what you create next. Ready to give it a try? Follow these tips and watch your click-through rates soar!