I once had a client rewrite six months of email content in a week because the market shifted so much. (Yes, this was pre-COVID.)
That taught me two things:
1. Don’t plan blindly.
2. Don’t wing it either.
Email works best when it’s structured, segmented and strategic, but still has room for some flex.
So please enjoy my tips on how to spice things up, if you’re email campaigns are starting to feel a little… predictable.
Start with your data, not vibes
Before you write the first thing on your mind, look at your numbers.
- What’s your open rate like? What was your best open rate?
- Who clicks a lot? What are they clicking?
- What topics spike?
- What falls flat?
Ideas should follow data. Not the other way around.
Plan 80%. Flex 20%
I used to tell my clients NOT to plan too far ahead. (I’ve seen clients rewrite 6 months of email content because the market shifted sooo much.)
But writing content day-to-day doesn’t work either.
Now?
I plan 80% in advance, then sense-check a few days before sending.
Segment like you mean it
Quite possibly my favourite strategy. Don’t get me wrong – there’s a time and a place for blasting your whole list. But every email platform now has cool segmenting capability. You’d be mad not to try it.
Here are some of my faves:
- Location (event in Melbourne? Don’t email Perth.)
- Engagement (reward your super-openers.)
- Past/repeat buyers
Treat your subject line like a queen
She’s the gatekeeper.
If the subject line doesn’t land, your brilliant email never even gets a look in. Literally.
Curiosity beats “Newsletter #48”.
Keep it simple, Susan
Most people receive hundreds of emails a day.
If yours is complex, too wordy, or hides the “buy bit” at the bottom…
You’ll lose them.
KISS, but also, make it memorable. Throw in a story that proves your point. Remember, people remember how you made them feel, not the third dot point in your features list.
Add actual value
Don’t just send your email to tick a ‘must do more marketing’ box.
Every send should give something:
- A useful tip
- A perspective shift
- A shortcut
- A story with a point
- An offer that solves something
Make it easy for people to buy from you
Seems obvious, but you’d be surprised at the number of people who forget to include their offer in their emails.
Use buttons AND text links.
Different readers behave differently.
Reduce friction. Increase action.
Which one has made you wince a little?
Start there. Then try another one.
And let me know what you’ve found most helpful.
