Why Your Email Click-Through Rate Is Low (and How to Fix It for 2025)

You spend hours crafting your email campaigns—agonizing over the copy, hunting for the perfect product shot, maybe even tossing in a discount code for good measure. You hit send, heart pounding, and then… nothing. The open rate’s fine, but the click-through rate? Flatlined. Crickets. You start to wonder: Is email even worth it anymore? Is it me? Did I do something wrong?

If you’ve been second-guessing your email strategy—or feeling like your campaigns are falling flat—this post is for you. Let’s get brutally honest about what’s really going on with your email click-through rate, and more importantly, how to fix it.

Want to know how to turn your email list from a graveyard of unopened offers into a living, breathing community that actually clicks? In this post (and the video below), I’ll break down why your CTR is low, what actually works in 2025, and the mindset shift you need to make your emails irresistible.

If you're more of a visual learner, play the video version below:

The Soul-Crushing Reality of Low Click-Through Rates

Few things are more demoralizing than sending an email you thought was a masterpiece—only to watch your click numbers limp in like a three-legged dog. You picked the best photos, poured your heart into the message, and even sweetened the deal with a discount code. What’s going on?

Here’s the truth: You’re not alone. I constantly see this with product-based ecommerce brands. The good news? A low click-through rate doesn’t mean email marketing is dead. It just means something’s not landing—and that’s your opportunity.

Why This Matters in 2025

Let’s get real: The inbox is a war zone. You’re not just up against other brands. You’re fighting for attention with Amazon order confirmations, dentist appointment reminders, and a tsunami of flash sales from big-box stores. Clicking is a commitment. Your email has to earn it.

But here’s the kicker: email is still the most effective marketing channel out there. The brands that treat it with intention, show up consistently, and actually speak to their customers? They’re the ones still winning.

And you don’t need a massive CTR to win. The average click-through rate for a full list send is only about 2–3%. That’s not a typo. If you’re hitting that, you’re doing better than you think.

The key isn’t doing more. It’s doing it better. In 2025, email marketing is about building trust, sparking curiosity, and delivering value—over and over again. Your job isn’t just to get clicks. It’s to make people want to click because they care about what you’re saying.

No magic hacks. No button color will save you. What works now is relevance, consistency, and a real understanding of your customer. It’s harder, yes. But when you earn that click, it means so much more. It means your message landed, your brand connected, and your customer is actually paying attention.

My Experience: Email Isn’t Dead—You’re Just Bored

I’ve had those moments as a marketing agency owner—specializing in email—where I’ve thought, “Maybe people are just over email.” But that’s just an easy excuse. When I stop blaming the channel and start asking better questions—like, “How can we engage people more deeply?”—I always find a way forward. And the results prove it: email still matters.

Let’s be honest: I don’t focus on email because it’s glamorous. There’s nothing “cool” about email. I care because it works. It delivers for my clients. When they’re happy and growing, I’m doing my job right.

Most of the time, the real issue is a lack of depth. Or creating from a place of fear. Having an effective email marketing strategy is more of a mindset hurdle than most people realize.

You feel safe when everything looks polished. But there’s nothing compelling about safe. Why? Because it’s difficult to push past the surface.

• Maybe your message doesn’t feel urgent—because you’re not comfortable creating urgency.
• Maybe it’s not actionable—because you’re afraid of being too direct or too salesy.
• Maybe it doesn’t feel human—because you’re still figuring out your brand voice.

When we start taking creative risks—adding more voice, teasing curiosity, showing up like a real person, and embracing the fact that yes, you are trying to sell something—the clicks come back. Not just more clicks. Better clicks. More aligned traffic. People who feel like they’re already in the story with you.

The Best Practices You Can’t Ignore

Yes, there are best practices. And yes, you need to follow them. But when you’re not just optimizing for performance, and you’ve already checked the technical boxes, that’s when the numbers start to reflect the deeper connection you’ve built.

Here’s what actually works:

• Keep your content skimmable. Short paragraphs, subheadings, and bold text. Guide the reader’s eye to your call-to-action.
• Don’t give it all away. Share enough to spark interest, but leave something for the click. Your goal isn’t to get someone to read your email like it’s Moby Dick. Your goal is to get them to click through to something they’ll love.
• Make your CTA clear and easy to find. Don’t bury it. Put it near the top, especially for mobile. Use a button or link that stands out and tells them exactly what to do.
• Write with your customer in mind. Center their experience. What’s in it for them? Why does it matter right now?
• Segment your list. Don’t send the same message to everyone. Make it relevant.
• Be consistent. People engage with brands they hear from regularly. Don’t ghost your list, even during slow seasons.

You’re Not Exempt From the Basics

I get it. You’re creative. You want to do something fresh. And when you look at best practices? They feel like the broccoli of marketing.

So maybe you think, “I’ll just reinvent the format. I’ll surprise people. I’ll do it my way—and that’ll get clicks.”

Here’s the thing: In email, trying to be too different without a solid foundation doesn’t impress people—it confuses them.

Best practices aren’t here to limit your creativity. They’re the scaffolding, not the ceiling. The most successful brands didn’t skip the fundamentals. They mastered them first. Then they found space to play.

If your creative idea is layered on top of a strategy rooted in best practices? Amazing. But if you’re skipping the basics because they don’t feel “fun” enough? You’re holding yourself back.

Quick Check-In: Are You Skipping the Basics?

Before you jump into your next big idea, pause. Are you secretly hoping a clever workaround will save the day? If you’re not getting the results you want, ask, “Am I doing the simple things really well?”

Here’s a quick checklist:

• Are your emails clear and skimmable? Send yourself a test on your phone. If you see a wall of text or can’t spot the main message or CTA without scrolling, simplify.
• Are your CTAs easy to find and understand? If your reader has to scroll or guess what you want them to do, revisit your template. Move the CTA up. Build the email around a single clear action.
• Are you giving people a reason to click? If your email includes everything they could learn on your website, there’s no reason to leave the inbox. Spark curiosity—let your landing page do the rest.
• Are you trying to say too much? Packing in multiple ideas creates confusion. Keep each campaign focused on one idea. You’ll make a bigger impact—and give yourself permission to send more often.
• Are you speaking to the right segment? Even the most heartfelt message falls flat if it’s all “I, I, I.” Make it about the reader.
• Are you sending regularly enough? If you’re cramming everything into one email, you’re not showing up consistently. Frequency builds familiarity.

If a few of these made you pause, that’s good. You just identified a few small fixes that could make a big difference. Start from there, so you won’t have to overhaul everything.

Email Messaging Mindset for Jewelry Brands

You might be thinking:

• “But I don’t want to be too salesy.”
• “I’m not a copywriter.”
• “I don’t have time to segment every list.”
• “I just want to share what’s new!”

Totally fair. But here’s the shift: email isn’t about being slick or pushy. It’s about being clear, relevant, and intentional—so your customer knows what to do next and feels good about doing it.

You don’t have to be a master of persuasion. You just have to care enough to communicate with purpose.

So if you need a little encouragement before your next send, here’s your new mantra:

I’m not annoying; I’m providing clarity.

I’m not being pushy; I’m helping someone choose.

And I don’t need to be perfect, just present.

Don’t let cringe or limiting beliefs keep you from harvesting the great benefits email marketing can give you.

Mini Challenge: Just One Step Forward

Email isn’t dead. Your customers want to hear from you. But they want to be invited into something—not dragged through a sales pitch.

Clicks happen when you earn interest. When you show up with intention. When you make someone feel like, “This brand gets me.”

Here’s your mini challenge for this week:

1. Pull up your last campaign. Look at the click-through rate. (Remember, 2–3% is average.)
2. Ask: What’s one way I could make this email more click-worthy?
3. Pick one tip from this post and try it in your next campaign. Then watch what happens.

If you want to chat about email marketing and share impressions with me, don’t hesitate to DM on Instagram: @joyjoyamarketing.