There was a time when email marketing was the hottest thing around. Everyone was just starting to use email, and companies were profiting off of it by easily reaching their customers. However, as time has gone on, so too have the ways in which people use the Internet. While email is still popular, other methods of communication of become more prevalent, and as a result, email marketing has become less effective. 

If you’re running an email marketing campaign, you might think that it is dead. Your open rates have plummeted over the past decade, and you don’t see the point in continuing with it. However, with a few simple change, you can bring your email marketing campaign back to life, and make it effective once again. 

Why Email Marketing Fell Off

Before we get into how to improve your email marketing, it’s important to understand why it’s no longer as popular as it once was. There was a time when email was the most popular way to communicate with friends, family, coworkers, and everyone else. Now, we have things like Facebook and Twitter, and practically everyone has a smart phone. These tools make it easier to communicate, and we no longer rely on email as much as we once did. For instance, users can easily connect with their favourite brands right on social media, and no longer require email updates from them.

Since people are checking emails less often, your company’s email is less likely to get noticed. This means that if you want your email read, you need change up what you’re doing.

Start By Fixing The Headlines

The headlines of your email are the first thing that people notice. If your headlines are boring, then the email is likely skipped over, or deleted right on the spot. You want your emails subject to grab a person’s attention right away, and give them a reason to open up the email and read the rest.

Examine The Text Of Your Emails

It’s not enough to simply improve the headline however. If someone opens your email, and deletes it a few seconds later, you haven’t accomplished much. This is where the copy of your email plays an important role. Just like your subject, the body of the message needs to be engaging, and provide the readers with some tangible benefit. If your emails are not doing anything to help the reader, they are not only unlikely to follow through to your website, but they might unsubscribe from future emails. Take some time to learn about crafting compelling content, or hire someone to do this for you.

Don’t Forget The Format Of Your Text

While you’re examining the text, pay close attention to how you format your emails as well. Emails that are just blocks of text are boring to read. You need to break your text up into sections, add headings, use bold face to highlight important parts, and even add pictures. Think of each email you’re sending as a separate blog post. The more visually appealing you can make your post, the more likely it is that the recipient will continue to read.

Add Incentives

Next, you should give your subscribers an additional reason to open your emails. Maybe there is a coupon inside to save on one of your products, or additional information on a subject they care about. People are busy, and they likely don’t have much time to sit around and read all of their emails. You need to stand out from the crowd, and give them an incentive for reading yours over another.

Track Your Stats

If you can do all of the above, you should find that your email marketing campaigns come back to life. Then, you’ll see that not only is email marketing still a viable option, but it is an extremely effective one. To learn more, please contact us and ask us any questions you may have. 

Finally, you should set up a system to track the success rate of your emails. By learning which emails are opened the most, which ones result in a click-through, and which ones are skipped over entirely, you can hone your strategy going forward. You likely won’t get your emails perfect on the first try, so you need to try new things, learn what you’re doing wrong, and make changes. 

Sorry, comments are closed for this post.


As a start up in the renovation space we turned to eSense Web Design to assist us with Logo design & Branding as we knew anything we came up with would need to be re-done at a later stage & conscious that you only get 1 shot at first appearances so the decision to use Marama was simple.

The consulting process cut to the core of what we do and why we’re passionate about it. It identified that our initial business name we had come up with missed our target market and wasn’t an authentic representation of Shona & I, by brainstorming a few options with Marama at eSense through her strategic questions and clever approach to ‘why’ we started and ‘what we wanted to achieve with our business, we landed with Smart Makeover which captures our strategic & calculated approach to renovating and connects with vendors and landlords alike, who are looking at getting the best Return on Investment when going to market.

The insights into brand strategy and connecting with clients through a voice that authentically represents Shona and I is an investment I’d recommend to anybody that is looking to start up or review their current branding, logo, business name etc.

Well done eSense team, you’ve saved us lost money and the pain of failing at first impressions, it’s been one of the smartest investments we’ve made.

Aaron and Shona Edwards – Smart Makeover

What could you do if your business simply... Worked?

Message Us