Tips & tricks for increasing open-rates and click-rates?

I just watched this video: "Jobber video new revenue from old customers" from the jobber podcast yesterday, it has a few great strategies on how you can boost open and click rates and what is considered a good % for those too, which I found very valuable.

Frequency and call to action were big takeaways. 

Sorry to give a non-answer here, but my mind needs to understand what isn’t working for someone to be able to point out other things that could work better. Hoping some others can hop in here! 

What is your open rate, click rate and review percentage? We are at a 20% rate of reviews to SMS sent. I highly recommend customizing your request message and testing different messages. Timing matters, a clear call to action and offering the absolute best service possible. You can also try to incentivize with value weather it be a small discount, or entry into a raffle for something cool as a thank you. We have our employees mention we are having a review contest at work and bringing the human element defintely helps when they receive the text. 

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Its all about timing and content in my experience.  I try to write emails and subject lines that speak to the person reading it.  Is it helpful?  Is it timely? Is it relevant to that reader?  Too many businesses abuse their access to a persons inbox or text messages and it is making customers harder and harder to communicate with.  I try to respect the access I have been given and in turn my open rates are typically pretty good. 

For Seasonal Services  
The highest open rates are seasonal booking reminders, seasonal cut off dates for booking, pre-season discounts, emails regarding how to request work online to receive priority service during the busy season

All Businesses 
Periodic check ins, introduction to client hub, service reminders, thank yous, and new product launches

Content
-Short and to the point messages about things that matter to the person I am sending it to.
-If a graphic is added to the email, using alt text in case it doesn't load and having any important information from the image listed elsewhere in text with a clickable link.

Timing and Frequency
I treat email marketing as a slow burn form of marketing I don't expect every email to be a hot seller I want the emails to plant a seed of who to call, how to book, why to book, and when to book.   

I try to establish trends and reach out to customers before they reach out to book.  Internally it keeps the phone from exploding on a single day and customers find it convenient because it is one less thing to worry about. 

Yes!! Split-test everything you send out.