Month: June 2025

Imagine your subscribers as guests who quietly drifted away from your event. But fear not—”We Miss You” emails are your chance to roll out the welcome mat and invite them back with open arms! These emails go beyond a simple reminder; they’re a warm way to rekindle the connection with those who’ve wandered off. 

In this blog post, we’ll dive into the art of crafting “We Miss You” emails that captivate your audience. From creating compelling content to personalizing your approach, we have the insights and templates you need to transform your emails into irresistible invitations. Let’s get started and turn those lost subscribers into loyal fans once again!

What Is an Effective We Miss You Email?

A “We Miss You” email is a clever way to reconnect with those who’ve become inactive. Its goal is to spark their interest in your brand again. To make these emails work, you need to know your audience, craft compelling content, and give them a real reason to come back.

At its heart, a good “We Miss You” email feels like a friendly invitation to reconnect. It’s not about flooding recipients with marketing messages but about rekindling that emotional connection. Remind them why they loved you in the first place and the value you bring.

Now that we’ve got a handle on what makes these emails tick, let’s talk about how you can create one that grabs attention and brings your audience back.

Why Do People Stop Opening Your Emails?

Understanding why subscribers become inactive is key to boosting engagement. Because by identifying the factors that contribute to decreased interest, you can tailor your email strategy to better meet the needs of your audience. 

Here are some common reasons why subscribers might become inactive:

1. Inbox Noise

• Email overload can cause your messages to get overlooked.
• Subscribers might lose interest or forget about your brand due to the overwhelming number of emails they receive.

2. Relevance

• Aligning your communication with your subscribers’ email customer journey and interests is crucial
• Understanding where subscribers are in their customer journey allows you to tailor messages that resonate.
• Messages that don’t connect on this level often go unopened, so it’s important to address their current stage and needs.

3. Frequency

• Sending emails too frequently can lead to fatigue among subscribers.
• Infrequent emails risk your brand being forgotten.

4. Timing

• Emails sent at inconvenient times may be ignored.
• Analyzing when your audience is most active can help optimize send times for better open and click-through rates.

5. Personalization

• A lack of personalization can hinder connection, as generic emails often fail to capture attention.
• Personalized messages that reflect past behaviors or preferences are more likely to be opened.
• Tailoring emails to individual interests can boost open rates and maintain subscriber interest.

How to Write a “We Miss You” Email?

Writing an email that wins your audience over involves more than just reaching out with a generic message. It requires a thoughtful approach that considers the diverse preferences and behaviors of your subscribers. To successfully reconnect with inactive customers, your email should be a blend of personalization, visual appeal, and strategic calls-to-action.

With that in mind, let’s explore some actionable tips to help you create compelling “We Miss You” emails that capture attention and inspire action.

1. Set Up Different Email Campaigns for Each Audience

To successfully get your inactive subscribers to come back, it’s important to recognize that a single email won’t resonate with everyone. Different subscribers have various reasons for becoming inactive, and understanding these nuances is necessary for creating messages that truly connect. 

To optimize your “We Miss You” email campaign, start by segmenting your audience based on interests. This allows you to craft personalized messages that stand out amidst inbox noise and resonate with individual preferences. This approach helps tailor your re-engagement email campaigns to address the unique needs and motivations of each group.

For instance, some subscribers might have stopped interacting because they felt overwhelmed by frequent emails, while others might be waiting for the right offer to come back. By setting up different email campaigns for these varied audiences, you can create targeted messages that speak directly to their specific situations. This approach not only makes your emails more relevant but also increases the likelihood of rekindling their interest in your brand.

2. Personalize Your Email

By tailoring your message to reflect the subscriber’s past interactions, you demonstrate a genuine interest in their needs and preferences.

Start by adjusting your emails’ design and text, and personalize it by including the recipient’s name in the subject line or greeting to grab their attention right away. 

Additionally, incorporate a call to action that encourages them to revisit your website or explore new offerings. By making the email feel personalized and relevant, you create a compelling reason for inactive subscribers to reconnect with your brand, increasing the effectiveness of your reactivation efforts.

3. Make Your ”We Miss You” Emails Visually Appealing

The visual appeal of your “We Miss You” emails is crucial for capturing and retaining the attention of inactive subscribers. A well-designed email with impactful colors can make your message more inviting and easier to digest. 

Start by using a clean and organized layout that naturally guides the reader’s eye through the content. Then incorporate your brand’s colors and logos to maintain consistency and reinforce brand recognition, reminding subscribers of their past positive experiences with your brand.

You might also want to use engaging visuals, such as high-quality images or graphics, to enhance the overall look of your email. These elements can help break up the text and make the email more attractive. Consider using whitespace to prevent the email from feeling cluttered, ensuring that the message remains clear and focused. 

A visually pleasing email not only captures attention but also encourages subscribers to read through the entire message. By designing easy-on-the-eyes “We Miss You” emails, you increase the likelihood of drawing inactive subscribers back to your brand and encouraging them to re-engage.

4. Use an Inviting Call to Action

An engaging email call to action (CTA) is the driving force behind any successful “We Miss You” email for inactive subscribers. It’s not enough to simply grab their attention; you need to guide them toward a specific action that rekindles their interest. 

Your CTA should be clear, compelling, and easy to find. It also helps to use action-oriented language that conveys urgency or excitement, such as “Come Back and Save,” “Reclaim Your Exclusive Offer,” or “Explore What’s New.”

Placement matters too. Ensure your CTA stands out by using contrasting colors or buttons that draw the eye. Consider placing it in multiple locations within the email to increase visibility, such as near the beginning and at the end of your message. 

By making your CTA persuasive and accessible, you encourage inactive subscribers to take the next step, whether it’s making a purchase, revisiting your website, or updating their preferences. 

5. Monitor Your Results and Adapt

Monitoring your “We Miss You” emails’ performance is crucial for effectively reactivating inactive subscribers. By analyzing key email marketing metrics such as open rates, click-through rates, and conversion rates specific to these emails, you can gain insights into how well your messages are resonating with subscribers who’ve lost interest.

Once you have a clear view of how your “We Miss You” emails are performing, be prepared to adapt your strategy. Experiment with different subject lines that emphasize a sense of nostalgia or urgency, adjust the content to highlight personalized offers or updates, and refine CTAs that encourage a return visit or interaction. 

A/B testing these elements can also provide valuable feedback on what truly motivates inactive subscribers to reconnect. By continuously refining and adapting your “We Miss You” emails based on these insights, you can improve their effectiveness and ensure your lead generation revival efforts are specifically tailored to win back your inactive audience.

7 “We Miss You” Email Templates to Reactivate Subscribers

Uncovering the right strategy to win back subscribers can significantly transform your email marketing campaigns. To assist you in this endeavor, we’ve gathered a collection of effective “We Miss You” email templates that can successfully reignite interest. These examples blend creativity, personalization, and strategic connection, providing a robust foundation for you to tailor according to your brand’s distinctive voice.

1. Give a Personalized Progress Update

This kind of “We Miss You” email can be used for fitness, learning or time tracking apps. What you aim for here is to celebrate the receiver’s past achievements and inspire them to keep moving forward. The idea is to use attractive visuals and a simple call to action, and invite them to revisit their progress and see how far you’ve come. 

The email can offer a personalized snapshot of the achieved milestones, providing insights into the effort put in over time. It’s like having a supportive friend cheering, making it easy to reconnect and continue your journey.

Key Points:

• Visual Appeal: Using vibrant visuals captures attention and makes the email memorable, encouraging users to explore further.
• Instant Gratification: Providing immediate feedback on progress taps into the desire for quick insights, motivating users to stay active.
• Highlighting Value: Emphasizing the importance of tracking efforts helps reinforce the benefits of using the service, reminding users why they signed up in the first place.
• Long-Term Involvement: Allowing users to see their trends over time fosters a connection to their journey, encouraging them to continue interacting with the brand.

Subject Line: We Miss You—Look How Far You’ve Come

[Header Image – optional visual showing progress or activity]

Headline: You’ve Made Great Progress

Body:

Hi [First Name],
It’s been a little while, so we wanted to check in and remind you of everything you’ve already accomplished with [your product or service]. Every step counts, and you’ve already made great progress.

Whether you’re ready to dive back in or just want to see what’s new, now’s a great time to return.

[Optional visual of progress or stats]

CTA:
→ See Your Progress
(Alternative: “Continue Where You Left Off,” “Get Back to It,” or “Explore Again”)

Closing Line:
We’re always here when you’re ready. Let’s keep going.

—The [Brand Name] Team

2. Use a Mascot

If your business has a mascot—like, let’s say an animal, a fictional creature or a person—you can use it to reach out with a warm “We Miss You” email that feels both friendly and inviting. 

The goal here is to create a personal and approachable vibe. You can use the mascot to express the sadness of the receiver not using your services for a while. Or if your business doesn’t have a mascot, you can always create one specifically for your “We Miss You” email campaign.

This approach can also be used for fitness tracking and learning apps. Consider using a clear and inviting call to action that encourages the recipient to jump back into learning or working out, but with just a quick 15-minute session. This gentle reminder makes it easy for the customer to reconnect with learning or fitness goals and continue their progress.

Key Points:

• Friendly Reminder: The charming mascot and warm tone can create a welcoming atmosphere that encourages reconnecting.
• Simplicity and Clarity: A straightforward message and an easy-to-understand call to action make it effortless for users to take the next step.
• Emotional Connection: The use of a familiar mascot fosters a sense of connection and familiarity, reminding users of the fun and friendly learning or training environment.

Here’s a template you can use:

Subject Line: We Haven’t Seen You in a While!

[Header Image – featuring your mascot or friendly visual]

Headline: [Mascot Name] Misses You!

Body:

Hi [First Name],
It’s been a bit quiet without you around—and we just wanted to say, we miss you!

[Your mascot name or character] has been keeping things running, but it’s just not the same without you. If you’re still interested in [your product/service], now’s a great time to jump back in.

[Image of the mascot looking cheerful or encouraging]

Friendly Nudge:
All it takes is a quick 15-minute session to get back on track.

CTA:
→ Get Back on Track
(Alternative: “Jump Back In,” “Let’s Do This,” “Continue Your Journey”)

Closing Line:
Your next step is just a click away—and [mascot name] can’t wait to see you again.

—The [Brand Name] Team

3. Be Playful

You can also use humor and warmth to reconnect with your audience in a friendly way. A good approach here is to acknowledge the chaos of crowded inboxes and establish a relatable and friendly tone. Use playful language and enticing visuals to make the message captivating and memorable, while a clear call to action encourages the recipient to reconsider and dive back in.

Key Points:

• Relatable Humor: Use light-hearted language to acknowledge email overload, making the message feel friendly and approachable.
• Visual Temptation: Showcase images of your products, enticing subscribers to re-engage.
• Playful Tone: Maintain a fun and inviting atmosphere, reinforcing brand personality and connection.
• Clear Call to Action: Encourage a second chance with a bold and inviting button, prompting users to stay connected.

Here’s a template you can use:

Subject Line: It’s Been a While

[Relevant Header Image]

Introduction:

Hey there,

It’s been a while since we’ve connected.

Main Content:

[Image of Your Product – Ensure it’s relevant]

We totally get it—Inboxes can overflow, and emails might slip through the cracks. Suddenly, time flies by.

We’re here to simplify things. If you’d like, we can remove you from our list—but we’ll definitely miss having you with us.

Call to Action:

Think there’s been a mistake? Let’s fix it together!

4. Use the Time of the Year

This type ofe email is perfect for sports brands looking to capture the seasonal excitement and inspire their audience. By featuring stunning images of travel destinations or leisure activities, the email can evoke a sense of adventure and discovery. 

This creates an emotional connection with recipients, making them eager to explore the brand’s new collection. Highlighting versatile pieces suitable for travel or sports plans can seamlessly integrate the brand’s offerings with the spirit of the season, making the message clear and inviting.

Make sure it’s clear that you offer everything your customer needs—whether they’re hitting the coast, exploring new shores, or heading out on a hike.

Key Points:

• Adventure-Inspired Visuals: Use captivating imagery that evokes the thrill of surfing and exploration.
• Seasonal Connection: Tap into the excitement of summer (or winter) and surf trips or whatever is relevant for the season, making the message timely and relevant.
• Versatile Offerings: Highlight apparel that suits various adventures and travel destinations, appealing to the adventurous spirit. 
• Clear Call to Action: Encourage exploration of different collections, guiding users to gear up for their next journey.
• Special Offer: Include incentives like free shipping, a coupon, or a complimentary gift for specific purchases.

Here’s a template you can use:

Subject Line: Get Ready for Summer!

[Relevant Header Image]

Introduction:

Hello Adventurer,

Are you prepared for your next summer escapade?

Main Content:

[Image Related to the Activity or Destination – Ensure it’s relevant and appealing]

With your upcoming getaway in mind, we’ve curated some essentials to keep you equipped when adventure calls.

Whether you’re [activity relevant for your product] or simply [another activity performed with your product], explore our collection of reliable gear designed to support your journey.

We know life can get hectic, and it’s easy to lose touch. But we’re here, ready whenever you are to dive back into adventure.

[Image of Product – Ensure relevance and quality]

[Brief Description]

[Image of Product – Ensure relevance and quality]

[Brief Description]

Call to Action:

Excited for a new adventure? Let’s reconnect!

5. Offer a Free Trial

This email serves as a gentle reminder to return to seamless productivity. With a friendly tone, it highlights the features users love, emphasizing simplicity, integration, and powerful reporting. It is best suited for SaaS, as it invites users to reactivate their trial and rediscover the benefits of using your service, reminding them of the efficiency and ease that await.

Key Points:

• User-Centric Highlights: Focus on features that enhance user experience, like intuitive time tracking and easy integrations.
• Friendly Reminder: Maintain a warm and inviting tone, making the reactivation feel like a welcomed opportunity.
• Clear Benefits: Emphasize the practical advantages, such as smarter decision-making through powerful reporting.
• Straightforward Call to Action: Encourage users to jump back in with a simple trial reactivation, making it easy to return to productivity.

Here’s a template you can use:

Subject Line: We Miss You

[Relevant Header Image]

Introduction:

Hi there,

It’s been a while since we last connected.

Main Content:

[Image Related to Productivity – Ensure it’s relevant]

We wanted to remind you of some features our users love:

• [Unique value proposition 1]
• [Unique value proposition 2]
• [Unique value proposition 3]

Call to Action:

Excited to dive back in? Reactivate your trial now!

6. Offer Rewards

This email works best for a freemium service or a game with tokens or in-game currency. It invites customers to enhance their experience with a treasure trove of rewards through a gaming subscription. Focusing on exclusive benefits, it highlights how easy it is to claim complimentary content and improve your experience or game character. It’s a call to adventure for every player, offering a seamless way to elevate your game and enjoy special perks.

Key Points:

• Exclusive Rewards: Highlights the unique benefits available only to subscribers, adding a sense of exclusivity.
• Easy Access: Emphasizes the simplicity of linking accounts to claim rewards, making it user-friendly.
• Enhanced Gaming Experience: Offers additional card packs to enrich gameplay, appealing to both new and seasoned players.
• Clear Call to Action: Encourages immediate reactivation with a straightforward button to learn more and start collecting rewards.

Here’s a template you can use:

Subject Line: Unlock Your Exclusive Rewards

[Relevant Header Image]

Introduction:

Hello,

Claiming your complimentary rewards has never been easier.

Main Content:

[Image of App or Gaming Content – Ensure it’s relevant]

Discover how effortlessly you can get your bonus:

[Briefly explain the steps to claim the bonus]

Perfect for [mention the target audience or who it is relevant for]

Call to Action:

Excited to claim your rewards? Learn more now!

7. Show Your Customers Their Value

This email is best suited for communities like forums or review sites. It aims to reconnect by highlighting your sense of community and contribution. It starts with a warm message, reminding you of the important role you play in helping others explore the world through your reviews and photos.

You can use a cute image and a clear call to action to grab readers’ attention and make it easy to re-establish contact. This approach effectively values their past contributions and encourages them to keep sharing their experiences.

Key Points:

• Emotional Appeal: Use a warm tone that fosters a sense of belonging and nostalgia.
• Clear Call-to-Action: Encourage users to contribute with a straightforward CTA.
• Engaging Imagery: Use eye-catching visuals to enhance the message and draw users in.
• Community Emphasis: Highlight the user’s impact in helping others, reinforcing their importance.

Here’s a template you can use:

Subject Line: We Miss Your Contributions

[Relevant Header Image]

Introduction:

Hello,

It’s been a while since we’ve heard from you…

Main Content:

[Image of a Friendly or Engaging Scene – Ensure it’s relevant and inviting]

Someone out there is looking for a [how your customer can be of help]. Share your insights today to help others explore the world of [relevant field].

Call to Action:

Eager to contribute? Add your review now!

Why You Should Send “We Miss You Emails”

“We Miss You” emails are a powerful tool to reconnect with inactive subscribers through personalization, visual appeal, and engaging content. By understanding why subscribers become inactive—such as email overload or poor timing—you can tailor messages to meet their needs, offering personalized incentives and exclusive deals. 

Analyzing subscriber behavior and engagement rates allows for strategy refinement, ensuring your emails remain relevant and impactful. Incorporating compelling calls to action and monitoring results will enhance your re-engagement efforts.

As you consider implementing these strategies, leverage SiteGround Email Marketing to craft personalized and effective “We Miss You” campaigns. With SiteGround, you can effortlessly create engaging emails that reconnect with your audience and drive meaningful results. Try it out and watch your subscriber engagement soar!

I’ve been running email campaigns for seven years. Product launches, educational series, engagement campaigns for passive subscribers, you name it. And I’m here to tell you something that might surprise you: email marketing benchmarks don’t always tell the whole story.

Not because the numbers are wrong. They’re not. But because they’re missing the context that actually matters.

Think of email marketing benchmarks as helpful guidelines rather than strict rules. Understanding when to pay attention to industry standards and when to trust your own data can transform your email marketing from stressful to strategic.

Let’s dive into what really matters for your email success—and what you can simply stop worrying about. 

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The Smart Way to Use Email Marketing Benchmarks

Email marketing benchmarks serve an important purpose: they give you context. When you’re just starting out or launching a new campaign, it’s normal to wonder if a 25% open rate deserves high fives or if it’s just plain concerning. Industry benchmarks help answer that question. 

Most marketing emails will see open rates between 20-30%, with click-through rates typically ranging from 3-5%. But these email marketing benchmarks vary significantly based on industry, audience size, and email frequency.  

So you shouldn’t panic if your open rate is “below industry average.” You should focus on what actually matters for you. For example, an email newsletter with a 42% open rate might generate only three sales, while promotional emails with no higher than a 28% open rate bring in 15 times more. Which campaign is more successful? The math is obvious, isn’t it?  

What the Numbers Actually Tell You

When you realize how much revenue a well-executed email strategy can generate compared to its cost, it’s clear why so many businesses prioritize it. But the real value lies in understanding what makes it so effective.

Companies seeing the highest returns, share some common traits:

• They dedicate substantial resources to email
• They send emails consistently
• They use segmentation to target their messages
• They measure revenue per email, not just vanity metrics like open rates

The takeaway here is that it’s not about hitting a magic number. It’s about understanding the relationship between investment, strategy, and results. And that’s where metrics come, and especially understanding which benchmarks you should really pay attention to.

9 Email Marketing Metrics + the Benchmarks that Matter

1. Open Rate

Let’s start with a metric that can easily get more attention than it probably should: the open rate. Quite simply, it represents the percentage of email recipients who actually opened your email. 

But here’s the thing: open rates just aren’t as reliable as they used to be. Thanks to Apple’s Mail Privacy Protection and security bots from Gmail and Yahoo, many opens are now false or inflated. That doesn’t make them useless—they’re still helpful for spotting deliverability issues and comparing subject line performance—but they’re no longer the gold standard.

• Good Open Rate: 20-30% (varies significantly by industry)
• Red flag: Below 15% or sudden drops of more than 10% points from your normal performance

Now, instead of obsessing over potentially inflated open rates, successful email marketers focus on metrics that show real engagement. Let’s move on to those metrics that reveal the most.  

2. Click-Through Rate (CTR) 

This metric shows actual engagement, as it tells you what percentage of people clicked on a link in your email after receiving it. And while bots could inflate clicks, it’s not as excessive as with open rates. This is one of the metrics that best measures campaign effectiveness.

• Good CTR: 2-5% (varies significantly by industry)
• Excellent CTR: 5%+
• Red flag: Below 1%

3. Click-to-Open Rate (CTOR)

This metric shows how effective your email content is at driving clicks after someone opens the email—in other words, it reflects the percentage of true email engagement with your content. It’s one of the best indicators of whether your email delivers on the promise made by your subject line. A high click-to-open rate means you set the right expectations from the start, and that you followed through. 

• Good CTOR: 10-15%
• Excellent CTOR: 20%+
• Industry leaders: Professional Services (27%), Consulting (26.5%)

4. Conversion Rate

Did your email achieve its goal? Maybe your goal was to make a sale, encourage a download, or get someone to sign up—each email can have its own goal, and it can be whatever objective you choose. At the end of the day, it’s the metric that truly matters for your business. 

• Typical range: 2-5% (highly dependent on industry and goal)

5. Revenue Per Email

This is the metric that pays the bills—the one that justifies your entire email program. After all, it shows how much revenue your emails generate, directly connecting your email efforts to the bottom line of your marketing funnel.

• Ecommerce average: $0.10 – $0.50 per email
• SaaS average: $0.20 – $1.00 per email 
• Strong performance: $1.00+ per email 

Having reviewed all the metrics thus far, it’s important to keep in mind that the above benchmarks vary dramatically by industry, product price, and audience size.  And while engagement metrics—like the ones we’ve just covered—can be debated, deliverability benchmarks are non-negotiable. These are the foundation of any successful email program. So let’s move on to the deliverability benchmarks you must keep an eye on.

6. Delivery Rate 

This metric measures email deliverability via percentage of emails that are successfully delivered to recipients’ inboxes (not bounced or blocked). It’s the foundation of email performance because if your emails aren’t being delivered, nothing else matters. A strong delivery rate signals healthy list hygiene and good sender reputation.

• Aim for 98% or higher  

7. Bounce Rate

The bounce rate represents the percentage of emails that couldn’t be delivered to recipients—either because the address is invalid (hard bounce) or there’s a temporary issue (soft bounce). A low bounce rate is a good indicator of email list quality, whereas a high one can damage your sender reputation with inbox providers, making it harder for future emails to land in the inbox.

• Keep it under 2% 

8. Spam Complaint Rate 

When recipients mark your email as spam, it signals to inbox providers that your messages may be unwanted. Even a small number of complaints can harm your sender reputation and drastically reduce deliverability. ISPs take this metric seriously—consistently high rates can land your emails in the spam folder or block them altogether.

• Stay within 0.1-0.2%

9. Unsubscribe Rate 

When someone chooses to stop receiving your emails, it’s recorded as an unsubscribe. While it might feel like a loss, it’s actually a sign that your list is getting more focused—and that’s a good thing. Unsubscribes are far less harmful than spam complaints, and making it easy for people to opt out shows respect for your audience and supports long-term deliverability.

• A rate between 1–2% is typical

Pro tip: Want to reduce your bounce rate and number of unsubscribes? Add a double opt-in to your sign up process, as it ensures the people who sign up genuinely want to be on your list.

Top Email Benchmarks By Industry

Now that we know the statistics that actually matter, here’s what typical email marketing benchmarks look like, according to DotDigital’s Global Benchmark Report 2025. 

These email marketing benchmarks by industry represent comprehensive email marketing statistics from real campaigns, showing how average email open rates and click rates vary significantly across sectors.

Average Performance:

• Unique Open Rate: 32.8%
• Unique Click Rate: 1.3%
• Unique CTOR: 4% 
• Unsubscribe Rate: 0.13%
• Bounce Rate: 0.73%
• Delivery Rate: 99.28%

You can see the full list here. 

But there’s a lot these numbers don’t tell you. The benchmarks above lack context about audience size, demographics, send frequency, email client (Gmail, Apple, Yahoo, Outlook, etc.) breakdown, or content type. Your specific situation might be completely different. 

Case Study: When Lower Metrics Lead to Higher Success

Here’s a case study that might surprise you. In the near past, our team created a four-day email course, called “Grow Your Business Online,” which educated subscribers on practical marketing tactics like content audits, SEO optimization, landing page creation, and email marketing fundamentals. Each day of the course delivered pure value with actionable steps and checklists.

The course had only a small hosting banner at the bottom of each email. No hard sell. No pushy CTAs. Just valuable education with a subtle mention of our services.

The results? Click rates were lower than our sales emails. But the course subscribers became our highest-converting customers. Why? Because we built trust through consistent value delivery. When they needed hosting, we were the obvious choice.

The lesson: relationship-building emails might underperform on immediate metrics but overperform on lifetime value. Sometimes the best sales strategy is not selling at all.

Complex Metrics Made Simple

You don’t need to constantly compare against industry standard email open rates or get overwhelmed by email marketing statistics. You also don’t need a mathematics degree to track what matters.

Here are some basic email marketing metrics and approaches that you can easily start with. Ask these questions below and find the answers in the metrics:

For every campaign:

• Did people engage? Check CTR. 
• Did we deliver on our promise? Check CTOR. 
• Did we achieve our goal? Check conversions. 

Review monthly:

• Are we reaching inboxes? Check delivery rate. 
• Is our list healthy? Check bounce rate. 
• Are people happy? Check unsubscribe and spam rates. 

Evaluate quarterly:

• What’s our revenue per email? 
• Which segments perform best?
• What content drives action?

While email marketing benchmarks by industry provide useful context, your email performance metrics should be measured against your own baseline rather than just average email open rates across your sector.

Build Your Own Benchmarks

Experienced email marketers build their own benchmarks, but honestly anyone can do it. Below, I’m summarizing in four steps how you can easily build your own email marketing benchmarks:

1. Establish YOUR baseline: Track your metrics for 3-6 months without major changes
2. Separate by type of email: Educational emails perform differently than promotional ones
3. Note your patterns: Understand your audience’s unique behavior
4. Improve gradually: Aim to beat your own records, not industry averages

Once you know your normal performance, you can run meaningful tests and actually know if they worked.

An Action Plan To Begin With

In order to move beyond the benchmark expectations, I suggest you follow the below roadmap. This action plan has proven successful for me in every email marketing project I’ve worked on. 

Week 1-2: Audit Your Current State

• Check your deliverability metrics first (they’re fundamental)
• Note your current CTR and conversion rates
• Don’t change anything yet, just observe

Week 3-4: Pick One Metric to Improve

• Start with CTR (it’s easiest to impact)
• Test one element per email only: subject lines, send times, or CTAs
• Compare to YOUR own baseline, not industry standards

Month 2: Scale What Works

• Continue with the changes that were successful
• Begin basic segmentation (engaged vs. unengaged is a great start)
• Keep tracking against your own benchmarks

Ongoing: Build Relationships, Not Just Lists

• Focus on value-first content
• Make unsubscribing easy 
• Remember that trust drives long-term results

Relationships Beat Email Marketing Benchmarks

What really matters in email marketing is building genuine connections with your subscribers, providing value, and always respecting their inbox. 

A 22% open rate that builds trust and drives revenue beats a 40% open rate achieved through misleading subject lines—every single time.

And try to remember:

• Open rates are inflated and are getting less reliable
• CTR shows real engagement
• Your best benchmark is your own past performance
• Deliverability metrics are non-negotiable
• Strategies that prioritize value for your subscribers always win long-term

The most successful email marketers I know barely talk about industry benchmarks. They talk about their subscribers, their content strategy, and their continuous improvements. 

Great email marketing really happens not by chasing someone else’s average, but by consistently delivering value to the people who chose to hear from you.

After all, behind every click is a real person who trusted you with their inbox. Honor that trust, and the metrics will follow.

FAQs about Email Marketing Benchmarks

What are average email open rates by industry?

Average email open rates vary significantly by industry. Nonprofits see around 40% open rates, while ecommerce averages 30%. Education and training industries typically achieve 35-36% open rates, and business & finance sectors average 31%. These email marketing benchmarks by industry provide context, but your specific audience behavior matters more than hitting these averages.

What is a good click-through rate for email marketing?

A good click-through rate typically ranges from 2% to 5%, but this can vary depending on the industry and the type of content being sent.

How can I improve my email open rates?

Use compelling email subject lines with personalization, test different variations through A/B testing, and send emails at optimal times based on your audience’s behavior.

How do privacy changes impact email marketing metrics?

With enhanced email privacy features, open rate accuracy can be affected. It’s important to adapt your strategies and focus on other metrics like CTR and CTOR for a comprehensive view.

What email marketing metrics should I track instead of just open rates?

Focus on metrics that show real engagement: Click-through rate (CTR), click-to-open rate (CTOR), conversion rate, and revenue per email. These email performance metrics provide more reliable insights than open rates, which can be inflated by privacy features and email bots.

How often should I compare my metrics to email marketing benchmarks?

Check email marketing benchmarks by industry quarterly for context, but track your own performance monthly. Your email marketing statistics should improve against your own baseline rather than constantly chasing industry standard email open rates. Build your own benchmarks based on 3-6 months of consistent data.

A well-crafted email is never just one thing—it’s a collection of carefully constructed sections and elements that work together. From the subject line that earns the open to the call to action that seals the deal, and everything in between, each part plays a role. Because when these parts of an email are optimized smartly and strategically, your emails don’t just look good, they have the power to drive real action.

No matter the type of message you wish to send—be it a promotional message, a welcome email, or a re-engagement campaign—understanding how each component functions, and how to make it work harder, is how to really get the results you want. And that’s what we’ll be tackling today: how to make each part of your email work for you so that it really gets the job done.

The Essential Parts of an Email Message

At first blush, an email might seem simple. And it could be simple. But there’s certainly a whole lot more to a high-performing email: beyond words, there’s a structure designed to guide the reader, build credibility, and lead them to a desired action. It’s strategic, multifaceted, and when everything comes together, more valuable than the sum of its parts.

So let’s explore the anatomy of the seemingly humble email. Here are the essential parts of a complete, fully baked, high-converting email message:

• 1. Subject line – The first impression and open-rate driver
• 2. Preheader text – A text preview that complements the subject line
• 3. Sender information – Establishes trust and recognition
• 4. Recipient information – Clarifies who sees what, and why it matters
• 5. Header – Visually sets the tone for what follows
• 6. Salutation – Establishes voice and connection
• 7. Personalization – The key to making your email feel less anonymous
• 8. Body copy – The core message that informs or persuades
• 9. Call to action (CTA) – Directs readers toward a specific next step
• 10. Closing – Reinforces tone and wraps up with intent
• 11. Signature – A trust-building bookend
• 12. Social media links – Boosts credibility and brand awareness
• 13. Footer – Includes key business and legal information, as well as an unsubscribe option
• 14. Attachments – Optional, of course, but can add value, and it’s important to actually attach!

Each of these elements contributes to the overall success of your email. Miss one, and you risk a weaker message. Get them all right, and your email becomes a powerful tool for engagement and conversion. Now let’s unlock the secrets behind each component.

How to Make Each Part of an Email Work for You

Now that we’ve outlined the key parts and sections of a complete email, it’s time to dig into how to make each one work harder so that every part of the email isn’t just present, but purpose-driven. Whether you’re aiming to increase open rates, improve click-throughs, or drive conversions, each section of your email should support your end goal.

Let’s start at the top—literally—with the parts of an email your reader sees first.

1. Subject Line

Your subject line is your email’s decision point. Do they open it or do they not? Not only that, but it frames the entire message and primes your audience’s mindset. A good email subject line aligns with the intent of your campaign, nudges curiosity, and connects to the outcome you want.

Strategic tips:

• Focus on the benefit or value for the reader
• Use emotional triggers (urgency, exclusivity, curiosity)
• Keep it concise—aim for under 60 characters so that it shows up on mobile
• Test subject lines against different segments or goals

Examples:

• “One Day Left: Claim Your Spot Before It’s Gone” (creates urgency)
• “You Asked, We Delivered: New Features Inside” (builds curiosity and relevance)
• “20% Off for Returning Customers Only” (personalized + exclusive)
• “A Faster Way to Manage Your Workflow” (value-focused)

2. Preheader Text

Think of the preheader text as a second subject line—it’s an extra way to persuade your reader to open. With this added precious space, you’ve got a chance to support the hook, preview what’s inside, or clarify your message.

Strategic tips:

• Expand on the subject line or deliver a complementary message
• Reinforce your call to action or tease what’s coming
• Match tone and intent to the subject line and body copy

Examples:

• Subject: “Big Improvements Just Dropped 🎉”
• Preheader: “Take a look at what’s new—and how it makes your workflow smoother.”

• Subject: “Don’t Miss Out: Sale Ends Tonight”
• Preheader: “Save 25% on everything in your cart before midnight.”

• Subject: “Welcome to the Team”
• Preheader: “Let’s get you set up—your first steps are inside.”

It’s worth noting that as inbox functionality evolves—especially with the rise of AI email summaries—some have questioned whether preview text will still matter. While it’s true that AI may reduce its visibility in certain cases, you’d still be wise to optimize this space. Strong preview text remains a valuable opportunity to drive opens and engagement, regardless of changing trends.

3. Sender Details

Before your email is even opened, your sender name and address play a huge role in whether your message gets noticed or ignored. People are far more likely to open emails from sources they recognize and trust.

But there’s a technical side to trust, too. Behind the scenes, domain authentication (like SPF, DKIM, and DMARC) signals to inbox providers that your email is legitimate. Without it, even a great sender name might land in spam—and, notably, your email deliverability could take a hit. So it’s important to pay extra attention to sender details for a variety of reasons. 

Strategic tips:

• Use a recognizable name (brand, person, or both)
• Avoid no-reply addresses, which feel impersonal or unhelpful
• Stay consistent across campaigns to build familiarity
• Change things up when necessary—sending an occasional email directly from your founder, for example, could elicit more opens
• Ensure your domain is authenticated to protect your brand and improve deliverability

4. Recipient Info

Sending an email isn’t always as basic as just dropping in an email address and hitting send. The way you use To, CC, and BCC can shape how your message is perceived, and who acts on it.

To: The Primary Audience

This is where you put the main person or people you want to engage with your message. If you want someone to read, respond, or take action, they should be in the To field. Think of this as your email’s “front row” audience.

CC (Carbon Copy): Keeping Others in the Loop

Use CC to include people who should be aware of the conversation but aren’t expected to respond or take action. It’s a way of saying, “FYI, you might find this useful.” This keeps communication transparent but avoids overwhelming the primary recipient with unnecessary replies. CC is especially common in cold emails, where senders might copy a manager, colleague, or mutual contact to lend context or credibility.

BCC (Blind Carbon Copy): Privacy and Discretion

Recipients in the BCC field receive the email without other recipients knowing. This is perfect for sending announcements or newsletters to large groups without exposing everyone’s email address. It also prevents reply-all chaos and keeps the list confidential.

5. Email Header

Your email header isn’t just decorative; it sets expectations for what’s to come and reinforces your brand from the very first scroll. In it, you might include your logo, a design, and even headline or call to action. 

Strategic tips:

• Keep it clean, on-brand, and mobile-friendly
• Include your logo to build instant recognition
• Use a banner image that reinforces your message or theme
• Add a headline or tagline when it supports the content

Examples:

• Brand + Context: Logo with “This Month’s SEO Trends & Insights” underneath (sets expectations and connects to the content)
• Minimalist: Just your logo, no text (works well for quick updates or personal messages)
• Event Follow-Up: Branded banner with “Thanks for Attending Our AI in Marketing Webinar” (immediately reminds the reader why this email matters)
• Role-Based Newsletter: Logo plus “Resources for Product Designers” (reinforces custom content)

6. Salutation

The salutation is your first real chance to speak directly to your reader and make a proper connection. It also subtly establishes the tone—whether friendly, formal, or conversational—and can help build rapport right away.

Strategic tips:

• Match your salutation to your brand voice and audience expectations
• Use the recipient’s name when possible for a personal touch
• Adjust formality based on context (that is, “Hi, Joan” versus “Dear, Mr. Nakamoto”)
• Consider including a brief, warm opening line to engage readers immediately

Examples:

• “Dear, Dr. Smith,” — respectful and formal, ideal for professional or academic audiences
• “Hello, Sarah, hope your week is going well!” — conversational and friendly, adds warmth
• “Greetings, Marketing Team,” — useful for group or role-based emails
• “Hi, Kara,” — casual and approachable, great for B2C or informal brands. Or, as seen in the example below, add an exclamation point for an extra touch of friendliness.

7. Personalization

Personalization goes beyond using a first name. It’s about showing your audience that you understand their context, preferences, and needs. Even small, thoughtful tweaks can make your message feel more custom and relevant.

Strategic tips:

• Use dynamic fields like name, company, or location
• Reference recent activity (event participation, downloads, interests)
• Segment based on behavior, interests, or email customer journey stage
• Adapt tone, product suggestions, or CTAs to match the segment

Examples:

• “Thanks for joining us at [Event Name]—here’s what’s next” (follow-up to an event registration or attendance)
• “You downloaded our Remote Work Toolkit—now try these tools” (lead nurturing email based on a resource download)
• “For Marketing Managers: Our top tips on email segmentation” (targeted content aligned with the role identified during sign-up)
• “Hi Sam, great to have you as part of our webinar” (personalized webinar follow-up that references participation)

8. Body Copy 

The body of your email is where you deliver on the promise made by your subject line and header. This is where your email copywriting has a chance to engage, inform, and persuade, so every sentence should have a purpose.

Strategic tips:

• Focus on one clear message and structure your content around it to avoid overwhelming the reader.
• Write in a natural, conversational tone, like you’re speaking directly to one person.
• Break up text with short paragraphs and bullet points to make your email easy to scan.
• Highlight the benefit to the reader, not just the product’s features—make it about what’s in it for them.
• Use real examples or mini-stories to illustrate your point and keep people interested.
• Add trust elements, like testimonials or data points, to reinforce credibility and drive action.

If you’re feeling stuck or just need a little help writing your email copy, there are tools that can make the process easier. SiteGround Email Marketing, for example, includes a built-in AI email writer that helps you craft clear, compelling messages in less time.

9. Call to Action

Your email’s call to action is the driving force behind your message’s success. A good CTA guides your reader toward the next step, whether that’s signing up, downloading, buying, or simply learning more.

Strategic tips:

• Use strong, direct verbs that tell your reader exactly what to do—think “Start your free trial,” “Shop the sale,” or “Book your spot.”
• Make your CTA button visually stand out with color, size, and spacing that draws the eye.
• Place CTAs where they make the most impact—typically near the top (above the fold), again in the middle, and once more at the end.
• Stick to a single goal: one primary CTA per email is usually most effective. If you include more than one, make sure they support the same action.
• Cater your CTA to the audience—reference their interests, behavior, or where they are in the buyer’s journey to make it more relevant and persuasive.

Examples:

• After introducing an event: “Reserve your spot now” button right after the event details
• In a personalized email for a specific job role: “Explore resources for product managers” link embedded after relevant content
• For selling a product: A brightly colored “Start Shopping Now” button immediately following the promotion description—like seen in the example below.

10. Closing

The closing is your final send off. Though it might seem trivial, a strong one can reinforce your message, keep the tone consistent, and leave the reader feeling confident about what to do next.

Strategic tips:

• Match the tone of your closing with the rest of the email (such as professional, friendly, or casual)
• Include your name or your team’s name to humanize the message
• Reinforce your CTA or main takeaway just before signing off
• Add a subtle reminder of your brand voice and values

Examples:

Formal and professional:

“Looking forward to your participation.

Best regards,

The Events Team”

Friendly and helpful:

“Can’t wait to see what you think.

Cheers,

Luisa from BrightWorks”

CTA-focused:

“Ready to dive in? Click below to get started.

Talk soon,

The Growth Team”

11. Signature

The closing may be the final line of your message, but your email signature is where you solidify who the message is from and how readers can connect with you or your company. It adds context, credibility, and consistency.

If the email is coming from a person, the signature typically includes:

• Full name
• Job title
• Company
• Website and contact info
• Optional photo or logo
• Links to relevant social media

If the email is from a company or team (rather than an individual), it should still feel warm and professional. A company signature might include:

• Team or department name (such as, The SiteGround Support Team)
• Company logo
• Website and contact email
• Optional CTA or tagline

12. Social Links

Including social media links isn’t just about growing your follower count; it’s about building trust and giving readers more ways to connect with your brand.

Strategic tips:

• If you add icons, consider making them either neutral-colored (as seen below) or within your own branding (versus the original social media branding colors, which might clash with your email marketing design.) 
• Make sure the tone and content on your social pages match your brand voice
• Link to relevant channels: LinkedIn for B2B, Instagram for lifestyle brands, etc.
• Use UTM parameters to track traffic from email to social

13. Footer

It’s easy to overlook, but the footer plays a big role in compliance, clarity, and trust. It’s where readers go to verify who you are, and how to opt out if they need to.

Strategic tips:

• Always include your company name, physical address, and a clear unsubscribe link (these are essential email marketing best practices in order to comply with regulations)
• Add contact information or a support email for questions
• Keep the design clean and unobtrusive, but still on-brand
• Consider including legal disclaimers or certifications if relevant

14. Attachments

Attachments can add value to your email, but only when they’re used strategically and clearly support your message.

Strategic tips:

• Only attach files that are necessary and expected (like a brochure, event agenda, or whitepaper)
• Mention the attachment in the body of your email so the recipient knows what to look for
• Keep file sizes small to avoid deliverability issues
• Use clear, descriptive file names (because how often have you downloaded something and then struggled to identify it later due to its ambiguous name?)
• For better tracking and security, consider using a download link instead of an attachment

Beyond Just a Single Email: The Bigger Sending Picture 

Mastering the components of a high-converting email is important, but one message doesn’t stand alone. In business, every email you send becomes part of a larger story you’re telling your audience. With that in mind:

Think in Journeys, Not One-Offs

Whether you’re welcoming a new subscriber, following up after a download, or nudging someone toward a purchase, your email’s structure and content should reflect where the recipient is in their customer journey. The tone, CTA, and overall copy of each email should evolve based on what they’ve already done (or received)—or haven’t.

Segment to Stay Relevant

Sending emails that speak to where the customer is at means that you don’t send the same message to everyone. To do this, segment your list based on behavior, preferences, or actions, and customize each part of the email accordingly. A subject line that resonates with a CFO may fall flat for a marketing manager. A call to action that works for a long-time customer might not land the same way as it would for someone who just discovered your brand. This is part of bringing personalization to life, beyond just someone’s first name. 

Automation Ties It Together

The idea here is to think about the bigger email picture, beyond just a single message with all its email parts. That’s where smart email automation comes in. It allows you to turn individual messages into thoughtful sequences—each one leveraging the email structure we’ve covered, and each one moving the recipient closer to a goal.

Connecting All the Parts for Stronger Email Results

As you can see by now, truly successful emails aren’t just well-written, they’re well-constructed, with each part getting special attention. The whole anatomy, from subject line to footer, plays an important role in how your message is received and acted upon. So when you understand the purpose of each component, you can optimize with intention, and transform every email into an effective tool for engagement, brand-building, and conversion. 

Want to bring all these best practices to life without starting from scratch each time? SiteGround Email Marketing gives you everything you need to build beautiful, high-performing emails—fast. With customizable templates, intuitive design tools, and built-in features for personalization, segmentation, and automation, you can craft messages that don’t just look good—they get results. Try it out and see how easy powerful email marketing can be.

Email inboxes are crowded and unforgiving. You know how it goes: your email is one of tens—maybe hundreds!—of unread messages in people’s inboxes, so if the email copywriting doesn’t instantly speak to the recipient, then off to the trash bin it goes. The right words make readers open and click, and the wrong ones, well, they get ignored, deleted, or marked as spam.

Strong email copywriting isn’t just about writing grammatically correct or perfectly structured sentences, though. It’s about clarity, purpose, and knowing how to guide readers from line one to the call to action. So in this article, we’ll walk through four essential tips to help you write emails that not only get opened, but actually get results.

What is Email Copywriting? 

Email copywriting is the art and strategy of writing persuasive messages that are sent via email. At its core, it’s about using words to drive action in the inbox: opening the email, clicking the button, making the purchase, signing up, or engaging with your brand. It is, in many ways, the most important part of effective email marketing. 

But email copywriting is rather nuanced, and has a whole lot to do with more than just the words themselves. So let’s crack it open and take a closer look at what makes email copywriting work—and how you can do it better. 

4 Top Email Copywriting Tips That Drive Results

As we’ve established: to get real results, you need more than clever phrasing—you need to follow proven email copywriting best practices. So let’s walk through the four essential tips to help you write emails that stand out, resonate, and convert.

Tip #1: Build a Strong Foundation for Your Email Marketing Copywriting

Let’s say you subscribe to a wellness brand’s email list—you’re thinking you’ll get different types of emails with tips on stress relief, early access to product drops, maybe a guided meditation or two. But instead, your inbox fills up with random updates about the founder’s weekend plans, off-topic news articles, and vague subject lines that feel like clickbait. One email is ultra-polished, the next looks like rushed text. There’s no clear voice, no value, and no consistency. And it is, quite simply, not what you signed up for. 

Good email copywriting, on the other hand, means showing up with clarity, consistency, and content that actually delivers on your brand’s promise. So how do you make sure that happens? 

Deliver What You Said You Would

If your sign-up form promises exclusive discounts, don’t make email recipients hunt for that discount code. If your audience expects updates, make sure those updates are timely and relevant. People should never have to dig through fine print or click around just to find what they were promised.

Failing to meet expectations erodes trust, and that’s a sure way to lose subscribers. Each message should connect to where the subscriber is in their email customer journey with your brand. Are they new and just getting to know you? Are they comparing options? Ready to buy? Shape your copywriting accordingly so it always feels purposeful and aligned.

Match Your Tone to Your Reader

Good email copy isn’t just about writing beautiful prose (though that’s definitely a bonus!). You need to actually speak to your audience in the way they like to be spoken to, in a way they can relate to you and receive your message. That means understanding your audience’s mindset, values, and communication style.

A formal, precise tone might resonate with legal professionals. A friendly, conversational tone might suit a handmade candle business. 

So for those legal professionals, the tone of a welcome email might read something like: “Welcome to our monthly briefing—your curated source for legal insights, policy updates, and best practices to support your practice and keep you informed.” Whereas, for that candle business, it might sound more like: “Hey there—so glad you’re here! You’re officially on the list for cozy vibes, behind-the-scenes peeks, and exclusive candle drops.”

Whatever your tone, the key is pick the right one and stay consistent. That way, your brand voice becomes familiar, reliable, and recognizable in every inbox it enters.

Tip #2: Write Content That Captivates

Once you’ve laid the groundwork with a clear, consistent approach, it’s time to focus on the heart of your email—the content itself, of course. This is where your email copywriting really earns its keep.

And no, it’s not just about typing out a few pretty paragraphs and hitting send. Every sentence, every heading, every button has a job to do. Good email copy isn’t just well-written but rather strategically crafted to connect with your reader and guide them toward a specific outcome.

Let’s start at the top, with the one line that determines whether your email even gets read at all:

Nail the Subject Line

It can’t be emphasized enough how important it is to have a good email subject line. If it doesn’t create interest or hint at value, your email will likely get deleted straightaway, or even get marked as spam (which, by the way, will also negatively impact your email deliverability).

With that in mind, prioritize being clear over clever. Sure, use language that taps into curiosity, urgency, or usefulness—but make certain it gets the true point across. Whether it’s “Your 15% off code inside” or “Don’t forget this before summer ends,” your goal is to make someone feel compelled to open your email right now.

A good rule of thumb: keep your email subject line under 50 characters so it doesn’t get cut off on mobile. And avoid all caps or clickbait—we’ve all grown pretty tired of these kinds of subject lines, and one misleading or annoying subject line can undo a lot of that hard-earned brand building.

Don’t Overlook Your Preview Text

Sitting right beside your subject line in the inbox is your preview text. While it’s often an afterthought, it can play a big role in whether someone opens your email or scrolls right on past. It adds context, teases value, and works with your subject line to build on your message.

Let’s say your subject line is: “Skip the long tutorials—learn email copywriting fast.” Your preview text could follow up with something like: “4 actionable tips for writing emails your audience actually wants.”

Now, there’s some discussion around whether the preview text will show up as often in inboxes given recent AI email summary trends, but that doesn’t mean you should take any chances. Assuming it does show up—which it very likely will!—it can help give readers a stronger reason to click. Use that space to your advantage.

Strengthen the Body of Your Email Marketing Copy

Once someone opens your email, the real messaging work begins. This is where your message lives, and where good email copywriting can make the biggest difference. The details matter here. A few smart choices in how you write and structure your content can significantly change your results.

So let’s start with the beginning:

Start Strong With Your First Few Lines

Your email is opened and those first couple sentences need to grab attention and make it clear there’s value in continuing to read.

With that in mind, a strong opener might acknowledge a challenge your reader is facing, ask a question that sparks curiosity, or lead with a specific benefit or desirable outcome. It should draw the reader in and make them feel instantly part of whatever it is you have to say.

So in practice, let’s compare “We’re launching something new this week!” versus “Tired of losing track of tasks? This tool keeps you on schedule—without the stress.” Notice how the second version hooks the reader with relevance and value right away. Just upon reading it, it’s hard not to think, “yeah, I do have a hard time keeping track of tasks. Tell me more!”

Keep It Active

Active voice brings energy and clarity to your writing—it is, after all, active. In an active sentence, the subject performs the action, rather than having the action done to them. For example: “Thousands rely on our services every day” is more confident and direct than “Our services are used by thousands.” 

To keep your writing active, look for forms of “to be” (like is, are, was) and see if you can rewrite the sentence so the subject is doing something, not receiving the action. That’s the kind of tone that moves people to action.

Make It Personal

Effective email marketing copy speaks to the reader, not at them. Use words like “you” and “your” to draw them in and make the message feel like it’s meant just for them.

So instead of: “We’ve added a new feature to improve customer efficiency,” try: “You can now save time with our newest feature—here’s how it works.”

It feels more human, more helpful, and much more likely to keep your reader engaged. They instinctively envision themselves in that role, and want to learn more.

What if you’re feeling short on copywriting inspo? No problem. SiteGround Email Marketing has a built-in, email-optimized AI writer that makes it super easy to create this kind of optimal content on the fly. 

Make Your Emails Easy to Scan

You probably don’t read every word of every email you receive, and, well, your email recipients don’t either. They skim. We all skim. And unless something grabs our attention right away, we move on.

That’s why scannability is so important in good email copywriting. Your content might be literary genius, but if it looks like a wall of dense text, few people will stick around to find out.

Here’s how to make your emails easier (and more inviting) to read:

• Keep paragraphs short. Aim for 2–3 sentences max. It makes everything feel lighter and more approachable.
• Use bullet points and subheadings. They break up your content visually and help readers jump to the parts that matter to them.
• Highlight key phrases with bold or italics. Just don’t overdo it—use these sparingly to call attention to what truly matters.
• Vary your sentence length. A mix of short and longer sentences creates rhythm and keeps things flowing naturally.
• And don’t forget: most people are reading on their phones. Make sure your emails are mobile-friendly, with enough spacing and a layout that’s easy to navigate on small screens. This follows email copywriting best practices—because how your message is delivered and viewed matters just as much as what it says.

Enhance Your Email Copy with Design and Visuals

Great email marketing copy works hand-in-hand with your email’s design. The way your message looks—the layout, images, colors, and overall style—can significantly shape how your audience experiences and engages with all your well-thought-out words.

Different goals call for different designs and email layouts. If you’re promoting a new product, a clean, visually striking layout with bold images is often the way to go. Conversely, if you’re sending a newsletter or sharing in-depth updates, a text-forward format that invites reading and conversation might be more effective.

Your email marketing design choices will also guide your writing style. A product spotlight usually demands concise, punchy copy, while a content-rich email allows for a warmer, more relaxed tone.

Craft Calls to Action That Drive Results

Your email’s call to action (CTA) is the main reason behind your email so getting it right couldn’t be more important. Whether it’s “Shop Now,” “Join Free,” or “Claim Your Discount,” this little phrase has to be crystal clear, motivating, and simple to click. It’s the culmination of all your other email efforts, so getting it right isn’t trivial.

Choose action-oriented words that inspire urgency and excitement—“Get Started” feels way more inviting than “Submit Form.” And don’t hide your CTAs deep in your email where they might get missed. Place them strategically so they’re easy to spot and click, even on a quick skim. A colored (within brand!) button is ideal.

Tip #3: Think Bigger with Strategy

Creating a good email is one thing, but effective email marketing strategy is much much more than just that one email. It’s about designing a thoughtful email sequence that connects, engages, and converts over time. So if you’re just starting out, thinking strategically will keep you on track and help prevent burnout.

Plan Ahead with a Content Calendar

Having a schedule for your emails keeps things organized and helps you to keep your messaging extra fresh. Because when you plan ahead, you avoid repeating yourself, and you make sure you’re hitting the right mix of promotional content and helpful information. Plus, mapping out your topics lets every email have a clear purpose and fit into a bigger picture. 

And here’s where things really get efficient: planning ahead also makes it easier to set up email automation—welcome series, lead-nurturing sequences, and more. When your content is mapped out in advance, automation becomes not just possible, but powerful, and it helps you stay consistent without having to manually write every send.

Use Personalization

Personalization goes way beyond inserting someone’s first name in the subject line. You can—and should—customize your messages based on the specific interests and needs of your audience. Maybe you know what brought them to your list—a download, a webinar, or specific type of business role. Use those clues! Segment your list and customize your emails so recipients feel like you’re speaking directly to them. This level of personalization adds depth and relevance, making your copywriting more powerful.

Tip #4: Track, Test, and Optimize

Even the most carefully crafted email won’t always land the way you expect. Maybe you spent extra time perfecting your subject line and polishing your CTA. But when the results come in… something’s off. Open rates are lower than expected, clicks are minimal, or unsubscribes suddenly spike.

The reality is that email copywriting doesn’t stop when you hit send. To get consistently better results, you need to track your email marketing metrics, test variations, and optimize based on what you learn.

Use Metrics to Guide Your Next Move

Every key stat—open rates, click-through rates, conversions, unsubscribes—is a window into how your audience is experiencing your emails. Low open rates? Your subject line might need work. Lots of opens but few clicks? Maybe your CTA isn’t compelling, or your email content doesn’t align with what the subject line promised.

The more you analyze, the more you’ll understand what resonates with your audience, and what doesn’t—and you can tweak from there.

Run A/B Tests to Improve Performance

The good news is that you don’t need to guess what works. Instead, test it! Try two different subject lines. Test a short version of your email against a longer one. Switch up your CTA placement or wording. The key is to test one element at a time, sending one version of your email to one part of your audience, and the other version to another—and then observe your stats. You’ll find that small changes can make a big difference, and A/B testing lets you find out what truly performs best.

Treat Every Send as a Learning Opportunity

Along the lines of A/B testing, the goal here really isn’t to be perfect right away—it’s to get smarter with every email. Keep track of what works, what doesn’t, and what you want to try next. Over time, these small adjustments add up to big improvements in engagement, clicks, and conversions.

Put Your Email Marketing Copywriting to Work

Email copywriting doesn’t just boil down to sounding clever or using perfect grammar—it’s about being intentional, strategic, and clear. When your emails align with what your audience expects and delivers content they care about in a tone that feels familiar, your message lands. Layer in clean design, thoughtful structure, and a strong CTA, and you’ve got a recipe for results.

SiteGround Email Marketing makes it easy to bring this full package together. With ready-to-use templates, smart automation, and built-in AI writing tools, it takes the guesswork out of content creation and helps you send polished, on-brand emails that perform. Explore it for yourself and start sending with confidence.