7 ways to make your email marketing strategy not suck

I am an OCD person's worst nightmare.

One look at my email inbox would send them into overdrive.

It might even kill them.

Because I cannot, for the life of me, keep up with the amount of random clutter that comes through it.

I’ll be honest. It’s hard for anything to truly catch my eye these days.

It would be best to look at my inbox as more of a graveyard, where your marketing efforts go to die. And I know I’m not the only person like this.

That’s why, in a world where inboxes overflow with brand promotions and newsletters, your email design isn’t just about aesthetics. It’s a tool for driving action (or not).

60% of consumers say they’re influenced by marketing emails when making purchases. So nailing your email design can be a game-changer for your sales strategy.

This isn’t about pretty layouts for the sake of it; it’s about intentionally using design to guide readers towards a conversion.

So, here’s how to elevate your email design and turn that cluttered inbox into a channel for real revenue:

1. Make it mobile-first.

The reality is, 81% of people check their emails on their phones. A layout that works beautifully on desktop but falls apart on mobile is more than a missed opportunity—it’s a fast track to the trash bin.

Mobile-first design is now the baseline expectation, not an added bonus.

Use larger fonts, single-column layouts, and CTAs that are big enough to tap comfortably.

Did you know? Mobile-friendly emails see a 15% increase in unique clicks and a 10% boost in conversions.

Small adjustments lead to significant returns, yet many marketers still struggle with this fundamental aspect.

2. Nail your subject lines and preview text.

The subject line is your initial hook, but the preview text is the wingman you didn’t know you needed.

Combined, they set the stage for whether your email gets opened or ignored. Aim for under 50 characters for the subject line and let the preview text add context. Emojis might increase open rates by 56%, but use them strategically—they should enhance the message, not distract from it.

Many brands rely too heavily on gimmicky subject lines. It’s not enough to be clever; the content needs to deliver on the promise. Consistently A/B testing your subject lines and preview text is a smarter move than jumping on trends.

3. Design with visual hierarchy in mind.

Visual hierarchy isn't about making emails pretty; it’s about directing the reader’s attention intentionally.

Guide them from the headline to the CTA by structuring content logically. Put key information above the fold so the reader doesn't need to scroll to read it.

Use bold fonts to highlight important messages and create pathways through contrasting colours.

Did you know? The human brain can process visual data 60,000 times faster than textual information.

It’s not rocket science, yet many brands still throw everything at the reader at once, hoping something will stick.

4. Personalisation is the new standard.

Personalisation has evolved past inserting a name at the top of an email. Now, it’s about tailoring content to fit the recipient’s interests, behaviours, and preferences.

Adding relevant product recommendations or geo-targeted content can significantly improve engagement. These make your emails feel less like spam and more like a helpful suggestion.

Did you know? Triggered emails, such as abandoned cart notifications, convert at 4x the rate of regular emails.

The key is to strike the right balance between helpful and intrusive—getting it wrong can turn a potential sale into an unsubscribe.

5. Use high-quality, fast-loading images.

Find the right balance between form and function. Images play a crucial role in grabbing attention, but speed matters. If an email takes too long to load, most people won’t wait around.

Optimise file sizes without compromising quality. Think about incorporating animations or short videos for added interest. But remember: moderation is key.

Did you know? Emails with video see a whopping 65% increase in click-through rates. The caveat? The video has to be relevant and add value—otherwise, it’s just another distraction.

6. CTAs need to be stronger than 'learn more.'

Your CTA should inspire action, not blend into the background.

Use contrasting colours and concise, action-oriented language. And while having multiple CTAs can serve different reader interests, too many will dilute your message. Aim for one primary CTA that guides the reader toward your main goal.

The issue with many CTAs isn’t just design—it’s a lack of specificity. 'Shop Now' is fine, but 'Get 20% Off Today' provides an extra incentive that could be the nudge someone needs.

7. Don’t overlook the footer.

While often treated as an afterthought, the footer can reinforce your message.

Include secondary CTAs, social links, or even a personal note to add a touch of personality.

Make sure it’s more than just legal jargon; use the space to add value.

Bonus tip: test, learn, and adapt

Treat your email strategy as a continuous experiment. Regularly A/B test each element. Then, analyse metrics like open rates, CTRs, and conversion rates to optimise your approach.

The brands whose emails perform best are those that see them not as a static tool, but as one that's dynamic and ever-evolving.

-Sophie, Writer