How to Optimise Your Email Marketing Campaigns For Better Performance

Email marketing still remains one of the most effective digital marketing tools a company can utilise. It’s capable of driving engagement, nurturing leads and increasing your brand awareness. 

After all, 361 billion emails are sent and received every day. That number is expected to grow to 408 billion by 2027 according to Statista.

With more and more people using emails for their marketing campaigns, it’s becoming harder and harder to stand out from the crowd. 

Whether your goal is to improve your open rate, increase your click-through rate or drive conversions a well-planned email marketing campaign is essential. In this blog, we’ll take a look at 5 different things you can do to improve your emails and achieve the success you want. 

Structuring your Emails 

The structure and content of your email lay the foundation for its success. But, the first hurdle in email marketing is getting your prospect to actually open your email. Research shows that nearly half of recipients open emails solely based on the subject line. 

To create an effective subject line, you should be using anywhere from 5 to 7 words. Nothing longer, but it seems to be the shorter the better. Your title should be short and sweet. 

Personalisation is also key. Personalisation in an email can boost the appeal of your email to the recipient. Simple things like including their name, their company name, or an interest you know of theirs can vastly change your campaign's results as it shows interest in your prospect. 

Additionally depending on the type of email that you’re sending, creating urgency can help the prospect take action. 

Once the email is opened, the body content needs to keep the reader's attention. Most people just skim through emails, so they need to be written in a way that’s easy and digestible. Your text should be broken up where appropriate and your CTA should be obvious. They should know the reason for the email. 

The Importance of Testing

Not all emails are created equally. 

Finding what works best for your audience often requires testing. A/B testing is a powerful way to test what works and what doesn’t. A/B testing is basically changing one specific thing but keeping the rest the same. 

For example, you want to see if using all lowercase letters for your subject title will help boost your open rate, in this case, you’ll write the exact same email but just change the title and from there you can compare the results to see what works best.  

Testing shouldn’t be a one-and-done deal. It’s an iterative process that requires different strategies to make sure that eventually, you have your emails down to a tee. 

Mobile Optimisation

As of 2018, according to Campaign Monitor, 50% of emails are opened via mobile devices. This percentage has only grown in recent years and will continue to grow over the years to come. People take their phones everywhere, so having your emails be mobile-optimised is a non-negotiable in 2025. 

Responsive design is the key to mobile optimisation. Using a responsive design makes sure that no matter the screen size, the layout of the email will adjust accordingly. With a large percentage of users opening their emails on mobile, the short title becomes increasingly important. 

Other things to consider would be using a single-column layout for easy scrolling, selecting legible fonts on smaller screens and ensuring CTA buttons are large enough to tap on mobile. Your goal is to make it as easy as possible for your prospect to take the desired action. 

Testing your emails on different screen sizes before they are sent out to your prospects should be at the top of your priority list. You’ll want to make sure your emails are easy to read and navigate before you send anything. 

Metrics to Note

Monitoring your metrics for your emails should be a recurring task. Monitoring key metrics allows you to evaluate performance and identify areas for improvement in your campaigns. There are three metrics you should be tracking in your emails. 

Firstly your open rate. This is the percentage of people opening your emails. If your open rates are low, your problem might be in the title of your emails. Play around with it, test different words, styles and tonalities, or even different send times. 

Secondly, the click-through rate (CTR) is another essential metric. This shows how many people clicked on the links within your email. Such as a CTA to book a call. If this is low it could be because your CTA may be weak. When it comes to CTA’s we suggest interest-based CTA’s. For example, “Interested in hearing more?” This type of CTA appeals to curiosity and is especially useful in cold emails when you’re trying to build rapport rather than forcing them into a meeting. 

Thirdly your conversion rate is the percentage of people who completed a desired action, such as making a purchase or signing up for an event. This is the ultimate indicator of success in your campaigns. 

Using AI for Emails 

Artificial Intelligence (AI) is rapidly transforming emails. It offers exciting opportunities to personalise emails at scale. AI tools are great when it comes to assisting in generating content that aligns with your target audience, maintaining consistency in your messaging and analysing past data. 

Dynamic personalisation is one of AI’s biggest strengths. By analysing individual behaviours, AI can tailor the content of the email to specific recipients. For example, it might recommend products based on a user’s browsing history or send tailored offers aligned with their interests.

AI can be wonderful when it comes to ideating your content and helping with personalisation. But it shouldn’t be running the show, it’s there to help you not do your job for you. 

Conclusion

Getting more out of your email marketing campaigns is more than just improving metrics. It’s about creating meaningful connections with your audiences and actually wanting to solve a problem they have, not shoving some product or service down their throat. 

Digital marketing is constantly changing, but our commitment to you isn’t. If you’re interested in email marketing for your business, book a call with our founder Matt. We promise no sales jargon, just a friendly chat to see if we can help your business. 

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