Email marketing is far from dead; it continues to be one of the most effective digital marketing tools available. With an average ROI of $36 for every $1 spent (Litmus), a well-planned email campaign can drive traffic, increase conversions, and build lasting customer relationships.
But great results don’t happen by accident. With inboxes more crowded than ever, your emails must stand out, provide value, and guide your readers toward action. Minor improvements can make a big difference, whether you’re sending weekly newsletters, promotions, or automated campaigns.
At Dogwood, we help businesses and nonprofits craft email strategies that get opened and get results. Here are five tips to help you improve your email marketing performance.
1. Start with a Clear Goal for Every Campaign
Every email you send should have a purpose. Are you promoting a service, sharing a blog post, or inviting readers to an event? A clear goal ensures your message stays focused and your call to action (CTA) is strong.
Before you begin writing, ask yourself:
- What do I want the reader to do?
- Why should they care?
- How will I measure success?
When your emails have a specific goal, they’re easier to write and more likely to perform well.
If you need strategic planning help, our Email Marketing service can help you develop campaigns with purpose and measurable results.
2. Make Your Subject Line Count
Your subject line is your first (and often only) shot at getting someone to open your email. If it doesn’t grab attention or spark curiosity, it may go straight to the trash.
Effective subject lines are:
- Clear, not vague
- Short (under 50 characters is ideal)
- Personalized when possible
- Action-oriented
According to Campaign Monitor, emails with personalized subject lines are 26% more likely to be opened. Test different approaches—questions, urgency, or emojis—and monitor what resonates with your audience.
Also, don’t forget the preview text (that little snippet next to the subject line). Use it to reinforce the value of the email and encourage the open.
3. Keep It Skimmable and Mobile-Friendly
Most of your subscribers will read your emails on their phones. That means your content needs to be concise, scannable, and responsive.
Break your email into short paragraphs, use headings or bold text to highlight key points, and add clear CTAs that are easy to tap. Visual hierarchy matters—your most important message should come early, and your CTA should be easy to spot.
Platforms like Mailchimp offer mobile-friendly templates that make formatting easier. At Dogwood, we help clients design and test emails to ensure they look great and work well on every device.
4. Segment Your Audience
One of the best ways to improve results is to send the right message to the right people. Audience segmentation lets you group subscribers based on their interests, behaviors, or demographics, and tailor content accordingly.
Examples of segments might include:
- New subscribers vs. loyal customers
- Event attendees
- Geographic location
- Previous purchase behavior
According to Mailchimp, segmented email campaigns get 14.31% more opens and 100.95% more clicks than non-segmented ones. Even basic segmentation can lead to stronger engagement and more conversions.
If you’re not sure how to get started, Dogwood’s content strategy and email marketing services can help set up effective lists, automations, and targeted messages that make the most of your audience data.
5. Test, Measure, and Improve
Email marketing is a game of continuous improvement. A/B testing allows you to compare different subject lines, designs, or CTA buttons to see what drives the best results. Most email platforms include testing tools that make this easy.
Track key metrics like:
- Open rate
- Click-through rate
- Conversion rate
- Unsubscribes
- Bounce rate
These numbers tell a story. For example, a low open rate might mean your subject line needs work, while a low click rate could signal unclear CTAs or weak content.
Use this data to refine future campaigns—and don’t be afraid to experiment. What works for one audience may not work for another, and testing helps you find your sweet spot.
Email That Works Hard—So You Don’t Have To
Email marketing isn’t just about sending messages—it’s about building relationships, nurturing trust, and driving action. With the right strategy, tools, and content, your email list can become one of your most powerful marketing assets.
Ready to get more out of your emails? Whether you need help with strategy, content, or execution, Dogwood can help you build a smarter, stronger email marketing program. Let’s work together to get your emails working for you.
