Why Clients Ignore Your Emails—And How to Write Emails They Actually Want to Open

I remember the feeling clearly. I spent two hours writing the perfect email. I triple-checked every word. Then I clicked send—and waited.

Nothing happened.

No replies. No bookings. Just silence.

Maybe this feels familiar to you. You pour time and heart into your emails. You know you have something great to offer. But your clients don’t seem to notice—or care.

Every ignored email feels personal. And each silence chips away at your confidence.

But clients aren’t ignoring you because your business isn’t valuable. They’re ignoring you because of how you’re writing your emails.

In this guide, you’ll see exactly why your emails get ignored—and how you can fix it, step-by-step.

Ready to finally write emails your clients actually want to open?

Here’s how.

 

You’re Writing Emails for You, Not Them

Think about the last few emails you sent. Were they mostly about what you wanted?

Maybe they sounded like this:

 

• “Just following up again…”
  
• “I wanted to see if you’re ready…”
  
• “Checking to see if you saw my last message…”
  

 

Notice a pattern? These phrases focus entirely on your needs, your timeline, and your goals.

Clients sense this immediately. Your emails become something to ignore instead of something valuable.

And it’s not because clients don’t like you. It’s because everyone’s inbox is crowded. Emails about your own agenda get pushed aside.

To get opened, your emails need to focus on your clients—their problems, their interests, their goals.

Here’s how to quickly turn your emails around:

• Start with what they want.
  Instead of “Just checking in,” say “I noticed you’re trying to book more travel clients right now.”
• Acknowledge their situation first.
  Replace “I wanted to follow up” with “You mentioned you’re struggling with getting repeat clients.”
• Make it feel personal.
  Show you listened, remembered, and genuinely care.
  Example: “I remember you said marketing feels overwhelming, so I put together three easy ideas you can use right now.”

 

This simple shift—putting their needs first—makes your emails something clients want to open, rather than something they skip past.

 

Your Subject Lines Feel Like Spam

Your subject line determines whether clients open your emails—or instantly delete them.

Most service-based businesses write subject lines like:

• “Limited-Time Offer!”
  
• “Book Now Before It’s Too Late!”
  
• “Don’t Miss This!”
  

 

Subject lines like these scream “spam” and trigger instant distrust. Clients see these dozens of times a day. So instead of clicking, they delete your email—or worse, mark it as spam.

Your subject lines need to feel authentic, personal, and intriguing—not salesy or urgent.

Here’s how you can quickly write subject lines that actually get opened:

• Spark Curiosity, Not Anxiety.
  Avoid fear-based urgency. Try friendly, genuine curiosity instead.
  Example: “Thought of you after our chat yesterday…”
• Make It Feel Personal.
  Reference past conversations, shared interests, or specific challenges clients mentioned.
  Example: “About your goal to book more clients…”
• Be Specific and Clear.
  Vague subject lines get ignored. Clearly state what’s inside your email, but leave room for curiosity.
  Example: “3 Quick Ways to Get More Travel Bookings This Month”
• Shorter Is Usually Better.
  Subject lines under seven words perform best. Make every word count.
  Example: “Quick question about your website…”

 

These small adjustments make clients feel your emails are worth their time—not spam they need to avoid.

You’re Writing Like a Marketer, Not a Human

There’s a good chance your emails don’t sound like you. They might sound formal, robotic, or full of marketing buzzwords. Phrases like “leveraging,” “optimizing,” and “solutions-oriented” might creep in.

Clients immediately tune out when emails sound like a sales pitch. And let’s face it—no one wants to feel sold to. They want genuine connections and clear conversations.

Think about how you talk with your clients face-to-face or on the phone. You use plain language. You’re direct but friendly. You ask thoughtful questions and offer sincere advice.

Your emails should feel exactly like that.

Instead of writing, “We offer cutting-edge solutions to optimize your booking strategy,” simply say, “I can help you book more clients this month.”

Replace complicated words with simple ones. Use shorter sentences. Write as if you’re having coffee with the reader.

Try reading your email aloud before sending it. Does it sound natural? Would you actually speak this way? If not, rewrite it until it does.

This small shift in your writing builds trust instantly. It makes your emails feel personal—not promotional. And that’s exactly what gets your clients reading again.

You’re Forgetting to Tell a Good Story

Think back to the last email you actually enjoyed reading. I bet it started with a quick story or something personal—not a sales pitch or list of facts.

Yet most small-business emails skip storytelling entirely. They dive straight into promotions, offers, or reminders. That’s exactly why your clients ignore them.

Stories make your emails feel human. They help your reader slow down and pay attention. The good news? You don’t need to be a master storyteller. Quick, real-life moments are enough.

Imagine you’re a travel advisor promoting a trip. Instead of sending the usual email saying,

“Don’t miss out on our upcoming Jamaica trip!”,

try sharing a short, relatable moment like this:

“I just got off the phone with Denise, who finally booked our Jamaica getaway. She laughed, saying she’d spent the last three summers stuck at home scrolling through everyone else’s vacation photos online. Now she’s thrilled to finally have a vacation of her own booked. It reminded me how much we all need something to look forward to.”

This short story connects instantly. It’s real, relatable, and feels like a friendly conversation—not a pushy sales pitch.

Your clients are tired of promotional noise. Next time, start your email with a short story or real conversation. You’ll quickly become the email they actually look forward to opening.

 

Your Emails Lack a Clear Purpose (So Readers Ignore Them)

If your email isn’t clear, it won’t get read.

That doesn’t just mean grammar and spelling. It means purpose.

Most of the emails I see from service-based businesses feel like they were written on the fly. A quick update here. A reminder there. A random link thrown in. And then… nothing.

No direction. No call to action. No reason to keep reading.

And if your client can’t tell why you emailed them within the first few lines—they’ll stop reading.

Let’s look at how this plays out.

You send a newsletter saying:

“I’ve been working hard on new packages and updating my services. Lots of exciting changes! Let me know if you have questions.”

That sounds fine, but it doesn’t go anywhere.

What should the reader do? Click? Call? Wait for more info? Most won’t bother figuring it out.

Now compare that with:

“I’ve added two new trip planning options for small groups. If you’ve been thinking about a family getaway or a girls’ trip, reply to this email and I’ll send you a sample itinerary to check out.”

That has direction. It’s clear, specific, and easy to act on.

Even a simple reminder email should have a goal.

If you’re not sure what your purpose is, pause and ask yourself:

• What do I want the reader to do after reading this?
• Is that action clear and obvious?
• Is there only one ask—not three or four?

 

One email. One goal. That’s the rule.

Trying to cram in multiple messages—like a trip promo, a business update, a link to your blog, and a testimonial—just overwhelms people. Keep it simple.

And don’t be afraid to make the ask. Your clients aren’t mind readers. If you want them to book a call, say that. If you want them to reply, say that.

Write with intention.

Then hit send.

That’s what separates the emails that get results… from the ones that get ignored.

 

Your Emails Are Hard to Read on Mobile

Over 60% of emails are opened on a phone.

That means your emails aren’t being read on a big desktop screen with plenty of space. They’re being read on a cracked iPhone while someone’s waiting in line at the post office—or half-watching TV with one eye on their inbox.

If your email doesn’t look good on a small screen, it’s not getting read.

It’s getting swiped away.

And here’s the thing: even small formatting issues can make your email feel like a chore. When that happens, people mentally check out.

Let’s talk about what that looks like in the real world:

• You write a great email… but the first few lines are buried under a massive image that takes forever to load on mobile.
• You use long paragraphs with no spacing… and on a phone, it turns into a wall of text.
• You include a great link or button… but it’s so small, it’s impossible to tap with a thumb.

 

These are easy mistakes to make—but they cost you attention, trust, and clicks.

So what do you do?

Start by writing with mobile in mind first, not last.

Here’s how:

1. Break your message into short, scannable chunks

On a desktop, a 5-line paragraph might look fine. On a phone, it looks like a wall. Stick to 1–3 short lines per paragraph. Use spacing generously. It’s not about being pretty—it’s about being readable.

2. Lead with value

The first 2–3 lines of your email are what show up in the inbox preview. Don’t waste them. Skip intros like “Hey there! Just wanted to reach out…” and jump straight into something that matters to your reader.

Example:
❌ “I hope your week is off to a great start.”
✅ “Here’s what I’d do if I was trying to fill your next group trip.”

3. Test every email on your phone before you send it

This sounds obvious, but almost no one does it. Open your draft on your phone and actually scroll. If you have to pinch-zoom, scroll too far to find the point, or if your links are hard to tap—you need to fix it before it goes out.

4. Make your links and buttons thumb-friendly

On mobile, your call-to-action should stand out and be easy to click—especially for people who don’t have tiny fingers. Avoid small text links. Use clear, bold buttons or full-width links.

Example:
Instead of:
Click here
Try:
See the full trip itinerary

Bottom line: your message could be great, but if it doesn’t read well on a phone, it won’t matter. Format is part of your message. A clean, easy-to-read layout shows professionalism—and makes it more likely your email actually gets read.

 

You’re Triggering Spam Filters Without Knowing It

You craft a thoughtful, helpful email.

You hit send.

And it never even makes it to your client’s inbox.

It lands in spam.

Or worse—the promotions tab graveyard.

And you don’t even realize it.

Here’s the truth: spam filters aren’t just looking for obvious scams or shady links anymore. They’re scanning every word, every formatting choice, and even your domain reputation.

And if your email gets flagged, your client won’t know you reached out—and you won’t know they never saw it.

So let’s break down exactly what triggers spam filters, and how to fix it.

1. You’re using language that screams “sales”

Words like “Free!” or “Hurry now!” used to be standard in marketing. Now? Spam filters see them as red flags.

They’re also sensitive to urgency-based phrases like:

• “Limited-time offer”
• “Act now”
• “You’ve been selected”

 

Even simple words like “guarantee” or “buy” can trip filters if used too often or in the wrong context.

And guess what? Your reader is tuning out too. These phrases feel pushy, impersonal, and dated.

Fix it:
Write the way you speak. If you wouldn’t say it in a conversation, don’t write it. Be real. Be clear. Let your offer speak for itself.

2. Your formatting looks suspicious

Spam filters analyze how your email looks just as much as what it says.

If your email is:

• Written in all caps
• Full of exclamation points
• Loaded with bold or red text
• Packed with large images and no text
• Using inconsistent fonts or weird sizing

 

…it’s going to get flagged.

Think of it like this: spammy emails try to grab attention with flash. Real emails are balanced and consistent.

Fix it:
Stick to one or two fonts. Use simple formatting. Keep your design clean and easy to read. Don’t rely on images to carry the message. Filters can’t “read” images—they need real text.

3. You’re sending from a free or poorly authenticated email

This one’s big—and often overlooked.

If you’re sending emails from a free address (like @gmail, @yahoo, @aol), your chances of hitting spam go way up. Same if your email domain (like yourbusiness.com) isn’t properly authenticated with SPF, DKIM, and DMARC records.

You don’t need to understand all the tech behind those acronyms. But email providers do. If they don’t see those records attached to your sending domain, they assume you’re a spammer or scammer—and block your emails before they ever reach the inbox.

Fix it:

• Get a branded email address that matches your website (like hello@yourdomain.com).
• Set up proper domain authentication through your email service provider (Mailerlite, Zoho, ConvertKit, etc.).
• If you’re unsure, ask your web host or email platform support to walk you through SPF, DKIM, and DMARC setup. They’ll know exactly what to do.

4. You’re not using a reputable email platform

Sending marketing emails directly from Gmail, Outlook, or Yahoo? That’s a problem.

Those platforms were built for personal communication—not bulk email marketing. Sending to multiple people from a personal inbox raises red flags with spam filters.

Fix it:
Use a trusted email marketing tool. Tools like Mailerlite, Flodesk, Zoho Campaigns, or ConvertKit are built to send marketing emails in a way that’s compliant with spam regulations. They also help you manage your list legally, with opt-outs and tracking built in.

5. You’re missing permission or breaking privacy rules

If you’re emailing people who didn’t ask to hear from you—especially cold leads who’ve never interacted with you—that’s a fast way to get reported as spam.

Even if someone signed up once, if they don’t remember, and your subject line sounds unfamiliar, they’ll hit “Report Spam” without thinking twice.

And every time someone reports you, your deliverability suffers—even with people who do want to hear from you.

Fix it:

• Make sure every person on your list chose to be there.
• Remind people why they’re getting your emails: “You’re getting this because you signed up for updates on our fall travel deals.”
• Make unsubscribing easy and drama-free. If people can’t find the unsubscribe link, they’ll just report you.

How to Know If Your Emails Are Going to Spam

You can’t fix what you don’t know. So here’s how to check if you’ve got a spam problem:

• Send test emails to multiple inboxes (Gmail, Yahoo, Outlook) and check where they land.
• Use tools like mail-tester.com to analyze your emails before sending them to your real list.
• Check your open rates. If they’re consistently under 10% and you know your list is warm, you may be hitting spam folders.

 

Getting into the inbox is half the battle.
Even your best-written email can go completely unseen if you’re triggering spam filters. Clean up your formatting, simplify your language, and use the right tools.

If you’ve ever felt like your audience is ignoring you… this might be why.

 

Final Thoughts: Make Your Emails Worth Reading Again

If you’ve been wondering why your clients aren’t opening your emails, it’s not because they don’t care.

It’s because the way you’re showing up in their inbox isn’t working.

That’s not a knock on your offer, your business, or your talent. But if your emails…

• Feel like they’re written for you, not them
  
• Use subject lines that sound like ads
• Read like a pitch, not a person
• Lack a clear story or direction
• Aren’t mobile-friendly
• Or never reach the inbox in the first place…

 

…then of course your readers are tuning out.

But now you know better.

And now you can write better.

Here’s where to start:

1. Keep it human.
   Talk like you would in real life.
2. Focus on one clear point.
   Make it easy for your reader to understand—and act.
3. Lead with connection.
   Start with something they can relate to. Tell a quick story. Acknowledge what they’re feeling.
4. Test your emails.
   Read them on your phone. Send them to yourself. Make sure they land in the inbox and actually feel good to read.

 

That’s how you rebuild trust. That’s how you stand out in a crowded inbox.

And when you do? People notice. They reply. They book. They come back.

If writing emails still feels like a mystery, or if you’re tired of sending messages into the void—I can help.

Book a free strategy session and I’ll walk you through exactly how to fix your email setup, your copy, or your client journey—without tech headaches or confusing lingo.

No pressure. No sales script. Just real help.

Because emails should work.

And your clients should be reading yours.