E-Shots that People Read, Open & Click

Email can still be one of the most reliable digital channels, but only if people actually open what we send. If our audience isn’t engaging, they won’t click through to our website or take any meaningful action. That’s why every e-shot needs to earn its place in the inbox.

We’ve pulled together the essentials that help email campaigns feel more human, more useful and far more clickable. These are the principles we follow when creating emails our subscribers genuinely want to open.

Make it personal

Writing with a one-to-one mindset instantly changes the feel of an email. Instead of addressing a broad, faceless audience, thinking of a single reader helps create warmer, more natural copy. It also encourages clearer explanations, more thoughtful language and a friendlier tone. Personal doesn’t mean overfamiliar. It simply means writing in a way that feels like it was meant for the person reading it.

Respect people’s time

Most people scroll their inbox in bursts between tasks, so we can’t assume they have the energy to read something long or irrelevant. Sending an email only when there’s something genuinely useful to say helps build trust and stops the audience from feeling overwhelmed. Equally important is not sending too many emails, which can frustrate readers and lead to unsubscribes. Scheduling the right email frequency ensures your messages are anticipated rather than ignored.

Respect for the reader’s time also shapes the way we write. Short sentences, scannable sections and one clear message will always outperform a cluttered email.

Set clear expectations

Subscribers are far more likely to stay engaged when they know what they’re signing up for. Letting readers know the type of content they’ll receive and how often they’ll receive it helps remove uncertainty. Transparency also reduces unsubscribes because the audience understands that promotional content may appear alongside tips, news or insights. When expectations are set early, email frequency feels intentional rather than intrusive.

Personalise with care

Personalisation works best when it adds relevance without feeling forced. Using a reader’s name once can help capture attention, but repeating it throughout an email can feel scripted or sales-driven. Subtle personalisation, such as referencing user behaviour, preferences or past engagement, usually feels more natural. Often the simplest approach is the most effective. A well-written ‘you’ holds far more power than a string of automated tags.

Offer real value

An email should always give something back to the reader. That could be a quick tip, a practical insight, a helpful resource or a bit of inspiration. When people feel they benefit from opening an email, they start to look forward to receiving the next one. Value also builds credibility. The more consistently an email delivers something useful, the more likely readers are to engage with calls to action and future content.

Use power words with intention

Certain words are proven to boost opens and clicks, especially when used in subject lines. Words such as new, free, save, proven and results can draw attention and signal benefit. The key is not to overuse them. When every email leans too heavily on power words, they start to lose meaning and can even appear click-baity. Using them sparingly helps maintain impact and ensures the messaging still feels genuine.

Dare to be different

Email performance improves most when we experiment. Small tests such as changing subject line styles, trying new preview text formats, switching layouts or introducing different types of content can reveal what really resonates. The inbox evolves quickly, so what worked last year doesn’t always land now. Testing helps us stay responsive rather than relying on habits that may no longer be effective.

Keep it concise

Clarity is one of the biggest contributors to strong email performance. Shorter emails with a single focus consistently outperform long, multi-topic messages that try to do too much at once. Readers should be able to understand the purpose of the email within seconds. Concise writing, well-spaced paragraphs and a clean design make the message easier to absorb and far more engaging.

Write in a natural voice

A conversational tone helps emails feel more approachable. When writing sounds like an authentic human rather than a corporate script, people are more inclined to read to the end. A natural voice doesn’t mean overly casual. It simply means choosing clear, honest language that reflects how people actually speak. Warmth, clarity and simplicity go a long way in encouraging readers to stay engaged.

Include a clear next step

Every email should guide the reader naturally towards a single action. That action might be reading a blog post, exploring a topic, downloading a resource or visiting a webpage. A focused call to action helps avoid confusion and improves click-through rates. When the value of the email has already been delivered, the next step feels like a natural extension rather than a pushy sales message.

Common Mistakes that Hurt Email Performance

Even the best intentions can fall short if common email mistakes slip in. Being aware of these pitfalls can save you time, protect your credibility, and improve engagement.

• Neglecting mobile optimisation:  A large portion of emails are opened on mobile devices. Emails that don’t display properly on smartphones or tablets risk being deleted immediately. Make sure layouts, images, and fonts are mobile-friendly.
• Failing to segment your audience: One-size-fits-all emails often fail to resonate. Segmenting your audience by interests, behaviour, or demographics ensures each message is relevant and targeted, increasing the likelihood of opens and clicks.
• Neglecting to proofread: Typos, broken links, or formatting errors reduce credibility and trust. Always double-check your emails before sending, and consider sending test versions to see how they appear across devices.
• Ignoring analytics: Failing to monitor performance means missing opportunities to improve. Track open rates, click-throughs, and conversions to see what works and refine future campaigns accordingly.

By avoiding these mistakes, emails are more likely to reach the intended audience, be opened, read, and acted upon. Combining this awareness with the earlier tips creates a powerful strategy for email marketing that readers actually look forward to.

Take Your Email Campaigns to the Next Level

Successful email campaigns are about more than just hitting “send.” By focusing on personalisation, providing real value, and avoiding common mistakes, you can create emails that your audience actually wants to open and act on. Combining these best practices with small, actionable improvements makes your campaigns more engaging, effective, and rewarding for both you and your readers.

Looking to improve your email campaigns and get better results from your digital marketing? Our team can help you plan, optimise, and execute digital marketing strategies across all channels to engage your audience and drive results.

Contact us to find out more about our services