Today just getting your messages in your recipients’ inbox doesn’t cut it anymore. The value of your email campaign is determined by how well it gets subscribers to actually do what you want them to do: click, read on, buy, etc.
Make the build-up or your emails follow a logical flow that resembles your reader’s stream of thoughts. Open with a triggering subject line, follow up with a compelling message and finish the job with a fitting CTA. And last but not least: test until you find something that works for you.