Why your leads don't respond to your emails?

Sales strategy
Juliette Belfiore
17 february 2023


Too long? Too salesy? Too neutral? Too spammy?

Hold on a sec.

Take a deep breath. Why do I do wrong?

Read this article and you will improve next time, don’t worry!

Writing an effective email is a lot harder than it looks. Your prospects are busy professionals like yourself. Time is precious and they are bombarded with a deluge of emails each day.

Getting people to open a marketing email requires many factors, more than just marketing know-how:

  • There is of course the timing,
  • The recipient's current mood,
  • The relevance of your subject line,
  • How pertinent your topic is to your lead…

First, you need to analyze your current email marketing and why your response rate is so low.Next, you'll get tips for improving your marketing emails.

It’s the right balance between marketing strategies and intangible elements.

Let the Magic Happen…

I. Common reasons why leads don't respond to emails

Analyze your Email and ask yourself:

  • Does this email come from someone reliable?
  • Does this email catch my attention from the subject line?
  • Is this email short enough that I will actually read it amidst my busy day? (Less than 200 words)
  • Does this email match the values of my business?
  • Is the design of the email nice enough for me to spend time on?
  • Does this email intrigue me enough that I want to click on it?
  • Is the request at the end of this email clear and simple to fulfill?

⚠️Tips: After this analysis, write on a piece of paper your strength and your weakness. Classify, organize, and work alone or with your team on strengthening weaknesses.

Reasons why leads don't respond to your emails:

  1. Your email might have triggered spam filters, and it could have ended up in the spam folder. Check your spam score before sending your emails.
  2. Your subject line might not be compelling enough. If it doesn't catch their attention, they might ignore your email.
  3. Your email might not be personalized. If your email sounds generic, the recipient might not feel the need to respond.
  4. Your email might be too long or too short: If your email is too long, the recipient might not have the time to read it. On the other hand, if it is too short, it might not convey your message effectively.
  5. Your email might not have a clear Call-To-Action. If your email lacks a call-to-action, the recipient might not know what to do next.
  6. Your timing might be wrong. For example, if you send your email during the weekend or late at night, the recipient might not see it until later. (See our Mailtracker’s article Best Time to Send an Email Newsletter)

⇒ 🦄The magic of a good marketing email lies in the alchemy of the design (model, color, pleasant typography, airy margins…), the relevance of the content, the confidence that your brand inspires, and the timing… You still have work to do!

II. Tips for Improving Email Marketing Response Rates

1. Create a Catchy Subject Line

Ah, subject lines! They may be the shortest part of your email, but they’re also the most important.

The subject line is meant to catch the lead. This may sound like a very marketing phrase, but it's actually common sense. After all, if you don't like the title of an article, you won't click on it, right? The same holds true for emails!

Subject lines are the first impression that your email makes on prospects. It determines whether they will open your email with eagerness or relegate it straight to the trash bin.

If you're wondering about the perfect subject line length, studies have shown that a range of 3 to 5 words performs the best. Therefore, aim to keep your subject lines short and to the point.

⚠️Tips I: Even if it does somehow make it through to the prospect’s inbox, it’s unlikely they’ll ever read it. Therefore, it's important to steer clear of commonly flagged spam words such as "Opportunity," "Free," "Boost,", "limited time." and so on.

⚠️Tips II: Use bullet points!

2. Choose a nice design

People who wander into a bookstore to randomly buy a book are 70% influenced by the cover first.

It's a bit the same for an email, if the design is pleasant, the leads will be more inclined to read it, click, interact, and respond.

⚠️Tips: Optimize for mobile: More than half of all emails are opened on mobile devices, so it's important to optimize your emails for mobile. This includes using a responsive design and clear, easy-to-read fonts.

⚠️Conceptual Tips: What is a pleasant design? A balance between full and void…

3. Work hard on the Email Content


Your email should provide value to the recipient by offering useful information or a special offer. This can help to build trust and engagement with your company.


The opening should be attention-grabbing and should entice the reader to keep reading. Avoid lengthy introductions and get straight to the point.


Focus on the benefits of your product or service. Show the reader how it can solve their problem or make their life easier.


The call-to-action should be clear, concise, and prominently displayed. Use action-oriented language that encourages the reader to take action.

⚠️Tips: 1 idea = 1 sentence. 1 paragraph = 3 sentences maximum.


Use good-quality images that are relevant to the content of the email. Avoid using too many images, as this can slow down load times.

⚠️Tips: Make sure the resolution of your image is 72 dpi.

4. Do an Effective Segmented Email List

Segment your email list: Once you have collected the necessary data, segment your email list based on common characteristics, such as demographics, behavior, interests, and purchase history. This will help you send more targeted and relevant emails to your subscribers.

⇒ See our Mailtracker article on How to determine your persona

5. How to Avoid Spam?

Here are some strategies for avoiding spam filters and improving email deliverability:

  • Build a quality email list: Use opt-in methods to build a quality email list. Avoid buying email lists as these may contain invalid or inactive email addresses.
  • Use a reputable email service provider that follows best practices for email marketing and has good deliverability rates.👍🏻
  • Regularly verify your email list to remove invalid or inactive email addresses. This will help improve your sender's reputation and reduce the likelihood of your emails being marked as spam.
  • Use personalization to make your emails more relevant to your subscribers. This can include using the subscriber's name, location, or other relevant information.
  • Optimize your email content by using a mix of text and images, including alt tags for images, and avoiding large image-only emails.
  • Send relevant content to your subscribers based on their interests, preferences, and behavior. This will help increase engagement and reduce the likelihood of your emails being marked as spam.
  • Monitor email metrics: such as open rates, click-through rates, bounce rates, and spam complaint rates. This will help you identify issues and make necessary adjustments to improve your email deliverability.

By following these strategies, you can improve your email deliverability and avoid spam filters, resulting in higher engagement and conversion rates for your email campaigns.

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