High open rates, but little action? Let's fix that.

So your emails are getting opened, but when it comes to actually doing something—clicking that link, buying the thing, or signing up for your event—well... not so much.

It’s like being all dressed up with nowhere to go. So what’s the deal? Why are people opening your emails but not taking action?

​Let’s dive into a few sneaky reasons this may be happening.

1. Engaging Subject Line, But a Weak Body

You’ve nailed the subject line. People are clicking. But once they open your email… meh.

That’s a huge missed opportunity! You’ve lured them in, but if your email doesn’t live up to the hype, they’re not sticking around to see what’s next. They’ll skim, lose interest, and quickly hit delete.

How to fix it: If your subject line is compelling, the body needs to match. Lead with value right away. No fluff. No filler. Give them exactly what they’re looking for and do it quickly.


2. Irrelevant or Unfocused Content

Ever open an email and immediately think, “Wait… what is this even about?” Yeah, that’s exactly what happens when the content doesn’t match what your audience cares about.

If your content isn’t laser-focused on your audience’s needs, they’re going to quickly lose interest. They may have opened it, but they won’t take action if they don’t see how it applies to them.

How to fix it: Be clear about why your email matters to them. Show them how your message or offer solves a problem they care about. Don’t make them work to figure out what’s in it for them. Make it crystal clear.



3. Too Much Text, Not Enough Scannability

We’ve all been there: an email that feels like a novel. Long paragraphs, no breaks, just one massive block of text. It’s overwhelming, and chances are, no one’s reading it all.

We’re all busy. If your email isn’t easy to skim, people won’t engage. They want quick, digestible information.

How to fix it: Keep it short and sweet. Use bullet points, headers, and short paragraphs. Let your readers easily scan and get to the important stuff without feeling like they’re wading through a sea of words.


Time to Turn Those Opens Into Action!

High open rates are great, but we’re here for more than that. We want action. By fixing these three common email mistakes—delivering on that subject line promise, keeping your content relevant and focused, and making sure your emails are scannable—you’ll see a whole lot more clicks, responses, and yeses.

It’s time to stop leaving those opens hanging. Let’s get them moving. 🏃🏽‍♀️

Because an open rate without action? That’s just a vanity metric.

Stay curious,
🎈Justine
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Red Balloon Station is a creative hub for storytelling and brand messaging services that help BIPOC + women-owned businesses and creatives use the power of their words and storytelling to better strategically and meaningfully connect with their target audience so that together we can all have a more positive impact on people, planet, and culture.


Justine Wentzell-Chang is an Eldest Daughter of Immigrants, Mother, Activist, and brand storyteller/copywriter for phenomenal BIPOC + woman-owned businesses and creatives on a mission to change the status quo, create culture change, or save the planet! With a law degree, over a decade of experience writing & making movies that sell globally, an impactful book filling readers with “A Pocket Full of Dreams,” and a handful of songs written for indie films, Justine knows how to tell stories that sell like nobody else's business. And she is here to help you use the power of storytelling to grow your community, turn them into devoted superfans, and click the “yes” button on you.


Justine created Red Balloon Station, because for too long someone else has been inaccurately writing or erasing our BIPOC and women's stories. It’s time to direct our own narratives so that together we can create a culture of empathy, equity, and positivity.