We love helping our clients generate measurable results. Email campaigns are one of the most powerful ways to reach your audience directly – yet they’re often overlooked as a core part of a marketing strategy.
To help your emails get more opens, clicks, and ultimately conversions, we’ve pulled together our top strategies for building better email campaigns:
1. Write a cracking subject line
Your header decides whether your email gets opened or ignored. Keeping it short and clear will drive curiosity. Test variations to learn what truly resonates.
2. Start with a strong opener
Most email platforms show a preview snippet. You can treat this like a mini headline, rather than wasted filler text.
3. Keep content clear and focused
If readers have to guess what you’re trying to say, they’ll lose interest. Keep one goal. One message. One clear call to action (CTA).
4. Structure for skimming
People like to scan emails. Keep paragraphs short, and use bullet points and headers to guide the eye.
5. Be consistent
A cohesive tone, design system, and visual style will help every email feel unmistakably you/your brand.
6. Use smart layouts
Include relevant imagery, links, and references – but keep the layout easy to navigate and easy to read.
7. Always add value
Ask yourself: Will my audience benefit from this?
The answer must be yes. Make life easier, faster, cheaper, or better.
8. Personalise thoughtfully
Always! Use past behaviour, preferences, or location to tailor content in ways that feel genuinely helpful.
9. Show your expertise
Let your brand personality, knowledge and experience shine through with strong thought leadership and confident writing.
10. Use images like a pro
Keep images lightweight, add alt text, and make sure the message still works if images don’t load.
11. Hook your readers
“Learn more” is forgettable. Try action-driven CTAs instead, such as “Get your free guide” or “See how it works”.
12. Design for mobile
Most emails are opened on a phone. Use short lines, large tap targets, and responsive layouts.
13. Test send times
Experiment with mornings, afternoons, and weekends. Different audiences have different habits.
14. Test your content
Subject lines, CTAs, layouts, copy length; small tweaks often create big lifts.
15. Monitor and refine
Track open rates, clicks, conversions, and unsubscribes. Let data guide your next move.
16. Make unsubscribing easy
A clear, honest unsubscribe link builds trust, and will protect your sender reputation.
17. Keep your data clean
Remove inactive contacts, clean your lists regularly and ensure everything is compliant.
Let’s go!
Email platforms & tools
If you want to experiment with automated email campaigns, try off-the-shelf platforms like Mailchimp. For more control, consider a bespoke HTML email solution.
Need help with the techie bits?
Get in touch for a chat, we’re here to help.
