We’ve all had those days when email marketing hasn’t gone as planned. You crafted an amazing campaign, carefully worded every detail, and felt sure it would perform incredibly well—only for the results to fall short. Low open rates, minimal clicks, and sometimes no engagement at all. We’ve all been there, facing that frustrating dead end.

Email marketing isn’t easy, but with 20 years of experience in the field, we’ve put together some essential tips to improve your email marketing efforts. You can think of this as your toolkit for email marketing—a set of strategies and practices that can help your emails stand out in flooded inboxes, making people want to open, read, and act on them. While this toolkit doesn’t guarantee top results every time, it will significantly add on to your efforts. Let’s dive in!

 

1. Copywriting — Make every word count

Copy is the soul of your email. How you say something is often more important than what you say. Here’s how to craft copy that resonates:

• Tonality: Keeping a consistent brand voice is essential. If your brand is fun and lighthearted, lean towards a semi-formal, conversational tone. For a brand with a more serious purpose, go for an emotional but formal approach. Use simple, relatable language that feels like a natural conversation. DO NOT MAKE IT A SALES PITCH.

 

• Brevity: Every word in your email should add value. Avoid lengthy paragraphs and unnecessary beating around the bush. People skim through emails, so make your sentences short and direct. Each line should feel purposeful. Your first scroll should make an impression and set the tone for the entire email.

 

• Spacing Matters: Long paragraphs are intimidating and hard to read. Break up your text with ample white space to improve readability and make your emails feel more inviting. This isn’t just about aesthetics; it’s about keeping readers engaged and encouraging them to stick with your message.

Pro tip: Consider using short sentences and bullet points to break up text for scannability. Eye-tracking studies reveal that readers tend to focus on the first and last lines of paragraphs. Keep these lines especially impactful to maximize engagement.

 

2. Audience segmentation – Send the right message to the right audience 

Audience segmentation is a superpower in email marketing. Sending the same message to everyone means missing opportunities to connect on a more personal level.

• Go Beyond Basics: Segment beyond just demographics and gender. Look at browsing behaviors, past purchases, and specific interests. For instance, if you’re running an art marketplace, send targeted emails featuring a particular artist or category someone has shown interest in. This type of personalization can increase open rates drastically. 
• Cross-Selling Opportunities: Once you have basic segmentation in place, try cross-selling. For example, if someone frequently browses watercolor painting materials, include curated suggestions for related items like watercolor paper or brushes. By suggesting items related to past interests, you show customers that you understand them, and you increase your chance of conversions.

Case Study: For one of our clients, the primary challenge was to sell out the entire new collection through email marketing while increasing overall revenue by 3x. Click here to deep dive into how audience segmentation played a significant role. 

Pro tip: Use purchase frequency to trigger re-engagement emails. For customers who’ve made multiple purchases in the past but haven’t engaged recently, a personalized “We miss you!” email with a special offer can help rekindle interest.

 

3. Subject and Preview Lines – Your first impression

Subject lines and preview text are the first things readers see. Make them worth their time!

• Stand Out: Give your subject lines personality! Use emojis, clever phrasing, and personalization to create curiosity. “Your weekly dose of good vibes ☀️” sounds far more inviting than “Newsletter Update.” Small tweaks to your subject line can lead to major improvements in open rates. 
• Keep It Personal: Use the recipient’s first name to make the email feel direct and personalized. For instance, “(First Name), your weekend plans just got better 🎉” feels friendlier and less generic than a simple announcement. 
• Some examples of great subject lines
  – 20% off just for you, (first name) 🙂
  – You’re gonna love this, (first name) 🎉
  – Did you miss out on this, (first name)? 😯

Pro Tip: Experiment with A/B testing your subject lines to see which types of messages resonate best with your audience. Even minor adjustments can lead to significant differences in open rates.

 

4. Time and frequency — Find the sweet spot

The “perfect” send time for emails varies widely depending on the industry, audience, and type of email. Rather than following a strict schedule, stay flexible and test what works best for your audience.

• Experiment with Different Times: Test various times and days by running A/B tests to see what yields the highest open rates. Some brands find success on weekday mornings, while others see higher engagement in the evenings. Testing lets you discover what timing best resonates with your audience. 
• Study Website Traffic: If you already track your website’s peak traffic times, consider sending emails during these times. For example, if your site gets a lot of evening traffic, sending emails during that period might make sense.

Pro Tip: Send a ‘Last chance’ follow-up. If your email is about a limited-time offer, send a short reminder close to the deadline. This can nudge those who didn’t open the first time to take action.

 

5. Choosing the right email marketing platform

Email platforms vary as per the business requirements. A user-friendly interface and automation options are must-haves, no matter your business. So it’s of utmost importance to choose the one that compliments your business profile and goals. 

• E-commerce Brands: Platforms like Klaviyo and Mailchimp offer integration with online stores, audience segmentation tools, automations and workflows, and analytics for tracking important metrics like “Add to Cart” and “Purchase.” They also feature drag-and-drop product blocks to highlight items seamlessly. 
• B2B Brands: Look for platforms that focus on lead generation and analytics. Platforms like ActiveCampaign are designed for B2B email campaigns and have tools to track engagement and conversions.

Pro Tip: Start with a trial period or a demo to explore the platform’s interface and see if it matches your needs. Choosing the right platform will make email management easier and more effective.

 

6. Plain text VS Design heavy emails – Find a balance

Choosing between the two depends a lot on the brand, objective of the email and audience behaviour. 

• Plain Text Emails: These are great for direct, one-on-one communication, such as personalized offers or follow-ups. Because they feel more personal, plain text emails can sometimes increase engagement, especially in B2B contexts. 
• Design-Heavy Emails: Ideal for showcasing new products or services, design-heavy emails can capture attention and increase brand recognition. A well-designed welcome email, for instance, sets the tone and provides insight into your brand’s aesthetic. 
• Visuals: Add GIFs or subtle animations to keep your emails dynamic and engaging, but be mindful of the email file size. Heavy images can slow down load times and lead to a poor user experience.

 

Pro Tip: Combine both approaches in one email. Use a hybrid format where the primary message is in plain text, but add a well-designed footer with links to products, social media, and contact info. This keeps the email personal but still includes brand visuals.

 

7. Personalized, One on One emails

Email personalization is not just using a recipient’s name. It’s about creating content that feels genuinely tailored based on your audience analysis. 

• Behavior-Based Content: Take note of user behaviors, such as browsing history or abandoned carts. If a user has repeatedly viewed a specific product, consider sending an email with an exclusive offer on that item. 
• Mentioning details specific to the reader (like their first name or recent activity) makes emails feel more genuine. For instance, “We noticed you liked [Product], and here’s something similar we think you’ll love!” 
• Use First-Name Tags: It’s a small detail, but it builds a relationship. A simple “Hi, [Name]” can make a BIG difference.

 

Pro Tip: Include personal milestones. Celebrate customer anniversaries or birthdays with personalized emails. Recognizing these moments adds a personal touch that feels special and builds loyalty.

 

8. Testing and optimising – Keep improving

You can’t just set up emails and forget them. You have to analyse each email’s engagement rate accordingly and make adjustments in the future emails. It’s an ongoing activity. Keep running A/B tests to optimise for long-term success. By continually testing, you ensure that your emails are evolving to meet your audience’s needs.

• A/B Testing: Experiment with different elements like subject lines, images, and CTAs. Track what resonates with your audience and implement those insights in future campaigns. 
• Analyze Key Metrics: Open rates, click-through rates, and conversions are your best friends. Regularly assess these to identify what works and make data-driven adjustments.

Pro Tip: Use multivariate testing. Testing subject lines is common, but also try A/B testing different layouts, CTA placements, or colors. Small changes can yield surprising results and uncover new best practices for your audience.

 

9. Automation + Workflows = Your powerhouse 

Set up automations to engage with your audience at the right stage of the funnel without constant monitoring. It helps you nurture leads and re-engage with existing and new customers without manually setting them up every time.

• Essential Workflows: Set up workflows like welcome emails, abandoned cart reminders, and post-purchase follow-ups. Automated emails keep your brand top-of-mind without constant manual effort. 
• Personalized Automation: Personalize these automated emails as much as possible. A welcome email should make a memorable first impression, while abandoned cart emails should provide a friendly nudge, reminding users of what they left behind.

Pro Tip: Use branching logic. Create workflows that adapt based on subscriber behavior. For example, if a subscriber doesn’t open a welcome email, send a follow-up with a different subject line to re-engage them. Branching lets you tailor the flow for more relevance.

Just another pro tip to add more value. And trust us this is a GOOD ONE. 

Pro Tip: Add a CTA in the P.S. – Sometimes readers will scroll directly to the end of the email. A short, friendly CTA in the P.S. line, like “P.S. Did you know we also offer [features]?” can capture additional attention and drive action.

Last thoughts

Email marketing is an evolving journey. There’s no “set it and forget it” approach. Keep experimenting. Keep running A/B tests. Keep iterating. It’s an ongoing process to keep consistent growth and engagement intact. Every email you send is a chance for your brand to connect, inspire and engage with your potential customers. It’s a chance for you to build a relationship. A chance for you to set your impressions. 

 

If you want to keep learning and improving, then subscribe to our newsletter for more email marketing insights and tools to keep your campaigns at the top of their game. Here’s to fourfold success in your email marketing journey!