When open rates are consistent across ESPs, improving click-through rates demands a comprehensive marketing and technical approach. While deliverability ensures emails reach the inbox, the subsequent engagement depends on optimizing content, user experience, and subscriber expectations. Personalization, compelling subject lines, clear CTAs, A/B testing, and segmentation are vital. Incorporating interactive elements, leveraging behavioral email marketing, and optimizing images can enhance engagement. Mobile optimization, email accessibility, and a strong sender reputation are crucial technical considerations. Reducing friction in the user journey and ensuring emails are relevant, timely, and valuable are also key. Furthermore, email frequency must be tailored to avoid subscriber fatigue. Lastly, it is important to track and analyse campaign performance for continual improvement. The content must match the subscribers expectations that are set by the subject line.