A key in effective email promotions is to make the copy very targeted. Direct email marketing requires that you address the interests of the different readers on your list.

If you're measuring click-through rates (CTR) from your email broadcasts (and you should be), here are a few suggestions to increase them.

1. Don't assume that all readers on your list are the same. For example, some of your readers might be prospects, others might be customers. Or, others might be more interested in one aspect of your service than others. Make a list of the top three or five areas you think are interested in learninga bout.  Then, vary your content by addressing those varying needs and wants.

2. Vary the length of your emails. If your CTRs are low, try varying the length of the emails you send out. Some of your readers might be avid readers of your content, and are OK with long emails. But others might open your email and see longer content as a "wall of text", thus scaring them away from reading and clicking on links. Try varying the length of your conten-- some long, some short, and then track your CTRs to see if response improves.  You should make a note of which (short or long) emails improved CTRs. 

3. Use more targeted subject lines. You might be tempted to use the full length of your company name or website domain name in the subject line each time, or to make subject lines appeal the most common denominator of interests on your list. Try testing more targeted subject lines that would hit niche interests of your list (and,of course, provide relevant content in that email for those you are targeting).