With an average ROI of $42 for every $1 spent, email marketing remains one of the most effective channels available.
But sending emails is easy. Sending emails that get results requires strategy. Here is what actually works.
Start with the Subject Line
Your subject line determines whether your email gets opened or ignored. It is the most important copywriting in your entire campaign.
What Works:
- Curiosity gaps ("The mistake killing your conversions")
- Specific benefits ("Save 10 hours this week with...")
- Personalization (name, location, past behavior)
- Urgency when genuine (not fake scarcity)
- Questions that resonate with pain points
What to Avoid:
- ALL CAPS and excessive punctuation!!!
- Spammy words (FREE, guaranteed, urgent)
- Misleading promises
- Generic, boring subjects
Write for One Reader
The best emails feel personal, like they were written just for you. Use "you" frequently. Write conversationally.
Imagine you are writing to one specific person who represents your ideal customer.
One Email, One Goal
Every email should have a single, clear objective. Want them to read a blog post? Click through to a product? Reply with feedback?
Multiple CTAs dilute attention and reduce action.
The Power of Story
Humans are wired for narrative. Starting with a short story or example draws readers in and makes your point memorable.
Even B2B emails can benefit from storytelling.
Mobile-First Formatting
Over 60% of emails are opened on mobile devices. Your emails must be readable on small screens:
- Short paragraphs (2-3 sentences max)
- Plenty of white space
- Large, tappable buttons
- Preview text that hooks
Timing and Frequency
There is no universal "best time to send." Test different times and days for your specific audience.
For frequency, err on the side of less. It is better to be anticipated than to be annoying.
Segmentation Is Non-Negotiable
One-size-fits-all emails underperform. Segment by:
- Purchase history
- Engagement level
- Demographics
- Source of signup
- Stage in customer journey
Always Be Testing
Test subject lines, send times, CTAs, content length, and formats. Let data guide your decisions.
Even a 10% improvement in open rates compounds into significant results over time.
Clean Your List Regularly
Dead subscribers hurt deliverability. Regularly remove people who have not engaged in 6-12 months.
A smaller, engaged list beats a large, dead one.
Deliverability Basics
Your emails cannot convert if they land in spam. Maintain deliverability by:
- Using a reputable email service provider
- Authenticating your domain (SPF, DKIM, DMARC)
- Maintaining a clean, engaged list
- Avoiding spam trigger words
Conclusion
Email marketing rewards those who respect their subscribers time and attention. Send valuable emails to engaged people, and results will follow.
Focus on providing value first, and the conversions will come.