Email Marketing has the highest return on investment of any other marketing channel. On average, email earns you $40 for every $1 spent. And the best part is that email marketing is an owned channel, which means you can reach your subscriber directly instead of relying on social media algorithms to surface your content.

1. If people don’t open it, it’s a waste!

The subject line of your email is the most important part of an email, yet most marketers ignore it until after crafting the body of the email.

You should increase the open rate of your emails by making them speak for themselves. You don’t want people guessing why you want them to pay attention to your email. If the subject line is unclear or vague, your customers will ignore it.

An important hack is to write as you speak. Try using subject lines that use informal language and contractions (it’s, they’re, you’ll). Not only will this save character count, but it will also make your copy more friendly and quick to read.

Subject lines should be relevant to the segments you are mailing. Marketers generate 760% more revenue from segmented email campaigns than from untargeted emails.

Best subject lines
A good subject line will increase the chances of your email being read. Image Credits: Demand Curve

If you’re capturing emails from multiple pages on your website, it’s likely your subscribers are interested in similar topics to the page you captured them on. For example, people who subscribe after reading an article on Premier league soccer should receive emails that further educate them on the premier league. Sending them information and product recommendations for Basketball would not be relevant and could lead to them unsubscribing.

To ensure you’re sending relevant emails to the right audiences, segment your audience using tags and filters within your email marketing platform. Each CRM tool will do this slightly differently, but all modern CRM tools should allow you to do this. When crafting your email subject line, ask yourself: “Would this email make sense to receive for this segment of subscriber?”

Your subject lines should be short and concise. About 46% of all emails are opened on mobile devices, which means the subject line must be short enough to fit on a smaller screen while getting your point across. Fifty characters is approximately the maximum length a subject line can be before it gets cut off on a mobile screen.

Keeping your subject lines short also makes them easier to scan when your subscriber is looking through their inbox. Including emojis in your subject line can cut down your character count and emulates how friends send text messages to each other. Including emojis in your subject lines will make your email feel less corporate and more friendly.

2. Organize your emails so that they can be read

Once your subscriber opens your email, there are three outcomes that can follow. The user may:

  1. Read your email 
  2. skim through the email
  3. Bounce from the email.

Subscribers that read your emails are the most valuable because they will consume the full contents of your email. Skimmers will only read the headlines and look at the images you include. Subscribers who bounce will open your email, but if nothing catches their attention right away, they will simply delete or close your email.

You need to design your emails to minimize the number of people that bounce away. Satisfy your readers and provide enough high-level information that skimmers still understand your message.

To minimize the number of bounces, choose an email design that catches the eye and is relevant to your brand. Visually appealing email designs will help elevate your brand perception.

Best Email Designs
Design your emails to appeal to all kinds of readers. Image Credits: Demand Curve

To optimize your email for skimmers, write action-focused titles. Use a design that draws the eye of your reader to key elements. As you can see in the Headspace example, the image of the rising sun pushes your gaze upward to the headline and the call-to-action button. Skimmers should be able to understand the context of the entire email and take action without needing to read the body.

To convert more readers, fulfill the expectation set by the subject line. Readers will be looking for any promises or hints you gave them in your subject line. Be sure to deliver on this promise in the body. And do it in an very clear way.

3. Use call to actions that convert

The goal of your emails body is to drive people to your call-to-action button (CTA). Your CTA is crucial because it’s how you move an email subscriber one step closer to becoming a paying customer. To increase the conversion of your CTA, make a valuable promise in your body copy and headers that are only delivered through your CTA.

Good CTA copy typically begins with a verb that teases what the reader will encounter next:

  • Get your free sample.
  • Redeem your discount now.
  • Browse the full inventory.

Low-converting CTA copy is vague or nonactive:

  • Learn more.
  • See inventory.
  • Download.

Your email should ideally have only one CTA. If you have more than one, you’ll make it harder for your reader to decide. Make sure that the page on your site that your CTA leads to fulfills the promise you made in your body and CTA button.


When you decide on your subject line and you’ve chosen the outcome you want, you must craft everything else to carry the reader step by step through the email, eventually taking them to the desired action.

It’s a good idea to work backward from the desired outcome you want the reader to perform. If the desired outcome is for them to click on a CTA button, frame your subject line, headers, and body copy as a valuable promise that can only be achieved by clicking the button.

Consider the experience of your email through the eyes of all three types of subscribers: readers, skimmers, and bouncers. Use visual and written prompts that make the purpose of your email clear to all three categories. Failing to do so could lead to unsubscribes and lost revenue.

Email marketing has the highest return on investment than any other marketing channel because you have a captive audience who has opted-in to you communicating with them. Email can drive more than 10 times more conversions than a social media post. Remember that!