Email marketing is one of the most powerful ways to grow your business — but only if it’s done with strategy, not guesswork.
If you’ve ever asked yourself:
<ul>
	<li>How do I set up an email marketing campaign that actually works?</li>
	<li>What are the steps to create an effective email strategy?</li>
	<li>How do I send marketing emails that people actually open and click?</li>
</ul>
Then this guide is for you.
Inside, you&#8217;ll learn exactly how to create an email marketing strategy from the ground up — with practical steps, real examples, and free downloadable templates. Whether you&#8217;re a beginner or refining your existing campaigns, you’ll walk away with a plan you can use today.
We’ll cover everything from defining your goals and audience to writing better emails, setting up automation, and tracking results. So, let’s dive in.
<h2>Why Email Marketing Is Still One of the Most Important Marketing Channels</h2>
Email marketing continues to be a pivotal component of digital marketing strategies, offering unparalleled reach and engagement. Below are key statistics highlighting its significance:
Global Email Usage
<ul>
	<li>
User Growth: By 2025, the number of global email users is projected to reach 4.6 billion, underscoring the expansive reach of email as a communication tool. (<a href="https://www.wix.com/blog/email-marketing-statistics" target="_blank" rel="noopener nofollow">wix.com</a>)
</li>
	<li>
Email Volume: In 2025, approximately 376 billion emails are expected to be sent and received daily, reflecting the enduring prominence of email communication. (<a href="https://www.emailtooltester.com/en/blog/email-marketing-statistics/" target="_blank" rel="noopener nofollow">emailtooltester</a>)
</li>
</ul>
Email Marketing Effectiveness
<ul>
	<li>
Return on Investment (ROI): Email marketing delivers an average ROI of $36 for every $1 spent, highlighting its cost-effectiveness compared to other marketing channels. (<a href="https://optinmonster.com/email-marketing-statistics/" target="_blank" rel="noopener nofollow">OptinMonster)</a>
</li>
	<li>
Consumer Influence: Nearly 60% of consumers report making a purchase as a result of a marketing email, demonstrating its direct impact on purchasing decisions. (<a href="https://skrapp.io/blog/email-marketing-statistics/" target="_blank" rel="noopener nofollow">skrapp.io</a>)
</li>
</ul>
Engagement Metrics
<ul>
	<li>
Open Rates: The average email open rate across industries stands at approximately 32.55%, indicating substantial recipient engagement. (<a href="https://www.constantcontact.com/blog/email-marketing-statistics/" target="_blank" rel="noopener nofollow">Constant Contact</a>)
</li>
	<li>
Click-Through Rates (CTR): The average CTR is around 2.3%, reflecting the effectiveness of email content in prompting recipient action.
</li>
</ul>
Mobile Optimization
<ul>
	<li>
User Behavior: With 55% of emails opened on mobile devices, optimizing email campaigns for mobile responsiveness is crucial to enhance user experience and engagement. (<a href="https://www.sixthcitymarketing.com/email-marketing-stats/" target="_blank" rel="noopener nofollow">sixthcitymarketing.com</a>)
</li>
	<li>
Impact of Non-Optimization: Approximately 42% of recipients delete emails that are not optimized for mobile viewing, emphasizing the importance of mobile-friendly designs. 
</li>
</ul>
Automation and Personalization
<ul>
	<li>
Revenue Generation: Automated emails can generate 320% more revenue than non-automated counterparts, showcasing the efficiency of automation in email marketing.
</li>
	<li>
Personalization Impact: Emails with personalized subject lines are 26% more likely to be opened, highlighting the effectiveness of tailored content. (OptinMonster)
</li>
</ul>
Best Practices
<ul>
	<li>
Optimal Send Times: Tuesdays and Fridays are identified as the most effective days to send emails, with 8 a.m., 2 p.m., and 5 p.m. being optimal times for higher engagement. (sixthcitymarketing.com)
</li>
	<li>
Subject Line Influence: 47% of email recipients open emails based solely on the subject line, underscoring the need for compelling and relevant subject lines.
</li>
</ul>
These statistics affirm the enduring relevance and effectiveness of email marketing in engaging audiences, driving conversions, and achieving substantial returns on investment.​
<h2>What is Email Marketing?</h2>
Email marketing is a form of digital marketing that sends targeted and personalized messages to customers and potential customers via email. It is a cost-effective way to reach a large audience, build relationships, and drive sales. Email marketing can be used to promote products, services, and events, as well as to nurture leads and engage subscribers. With over 4 billion email users worldwide, email marketing is a key component of a comprehensive marketing strategy.
<h2>Benefits of a Good Email Marketing Strategy</h2>
A good email marketing strategy can bring numerous benefits to a business. Some of the most significant advantages include:
<ul>
	<li>Increased brand awareness and reach</li>
	<li>Improved customer engagement and loyalty</li>
	<li>Enhanced website traffic and lead generation</li>
	<li>Increased sales and revenue</li>
	<li>Better customer insights and data analysis</li>
	<li>Improved return on investment (ROI) compared to other marketing channels</li>
</ul>
A well-planned email marketing strategy involves getting to know your audience, segmenting them properly, and creating personalized content that resonates with them. By doing so, you can build trust, establish your brand as a thought leader, and drive long-term growth.
<h2>Email Marketing: Starting From Scratch</h2>
<h3>Step 1: Set Clear Goals</h3>
Before you send a single email, decide what success looks like for you. Ask:
<ul>
	<li>
Are you trying to generate leads?
</li>
	<li>
Do you want to increase sales?
</li>
	<li>
Are you nurturing existing customers?
</li>
</ul>
Example: “Increase email-driven sales by 20% in the next 3 months.”
<blockquote>
📌 Pro Tip: Use SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound).
</blockquote>
<h3>Step 2: Know Your Audience Inside Out</h3>
You can’t write emails that connect if you don’t understand your audience. Build customer personas based on:
<ul>
	<li>
Demographics (age, job title, company size)
</li>
	<li>
Behavior (buying habits, website activity)
</li>
	<li>
Needs (what problems do they want solved?)
</li>
</ul>
Action Step: Use tools like Google Analytics, surveys, and social media insights to gather data. Then write down at least two personas.
<h3>Step 3: Build a Quality Email List (The Right Way)</h3>
The best list is one made of people who actually want to hear from you. Effective email campaigns can significantly enhance customer engagement and brand awareness.
✅ Do this:
<ul>
	<li>
Add signup forms on your website
</li>
	<li>
Offer a lead magnet (e.g., free eBook, checklist, discount)
</li>
	<li>
Collect emails at events or webinars
</li>
</ul>
🚫 Don’t do this: Buy email lists. They’re low-quality and can hurt your sender&#8217;s reputation.
<blockquote>
📌 Pro Tip: Double opt-in to confirm subscribers and improve deliverability.
</blockquote>
<h3>Step 4: Segment Your List for Better Results</h3>
Sending the same message to everyone? That’s a mistake.
Segment your list by:
<ul>
	<li>
Interests
</li>
	<li>
Buying stage
</li>
	<li>
Location
</li>
	<li>
Email Engagement
</li>
</ul>
Action Step: Start with these two basic segments:
<ol>
	<li>
New subscribers
</li>
	<li>
Engaged customers
</li>
</ol>
Then, personalize your content for each group.
<h3>Step 5: Choose the Right Email Marketing Tool</h3>
Your software should help you manage contacts, send campaigns, and track results.
Popular tools:
<ul>
	<li>
Mailchimp – Great for beginners
</li>
	<li>
Klaviyo – Powerful for e-commerce
</li>
	<li>
ActiveCampaign – Great automation features
</li>
	<li>
ConvertKit – Built for creators
</li>
</ul>
Checklist:
<ul>
	<li>
Easy-to-use editor
</li>
	<li>
Segmentation and automation
</li>
	<li>
Templates and analytics
</li>
	<li>
Integrates with your <a href="https://sonary.com/crm/">CRM</a> or e-commerce platform
</li>
</ul>
<h3>Step 6: Plan Your Email Content Calendar</h3>
Consistency is key — but without a plan, you’ll end up sending random emails.
Action Step: Create a simple monthly calendar. Include:
<ul>
	<li>
What you’re sending (promo, newsletter, how-to)
</li>
	<li>
Who you’re sending it to
</li>
	<li>
When it’s going out
</li>
</ul>
✅ Aim to send at least 1–2 emails per week to stay top-of-mind.
<h3>Step 7: Write Subject Lines That Get Opened</h3>
Your subject line is the most important part of your email. No opens = no clicks.
Tips for great subject lines:
<ul>
	<li>
Keep it under 50 characters
</li>
	<li>
Be clear, not clever
</li>
	<li>
Use action verbs
</li>
	<li>
Create urgency (but don’t overdo it)
</li>
</ul>
Examples:
<ul>
	<li>
“You&#8217;re Missing Out on 20% Off”
</li>
	<li>
“How to Save 5 Hours This Week (Really)”
</li>
	<li>
“Only 3 Spots Left – Reserve Yours Now”
</li>
</ul>
<h3>Step 8: Create Emails That Drive Action</h3>
Once they open, your content should deliver value fast.
Checklist for high-performing emails:
<ul>
	<li>
✅ Clear headline
</li>
	<li>
✅ Short, skimmable text
</li>
	<li>
✅ <a href="https://sonary.com/content/6-kick-ass-call-to-action-phrases-and-why-they-work/">One clear call to action (CTA)</a>
</li>
	<li>
✅ Mobile-friendly design
</li>
</ul>
<blockquote>
📌 Pro Tip: Use buttons for your CTAs — they tend to perform better than text links.
</blockquote>
<h3>Step 9: Automate Key Email Flows</h3>
Set up automated sequences to save time and boost results:
📩 Must-have email automation:
<ul>
	<li>
Welcome series for new subscribers
</li>
	<li>
Abandoned cart emails
</li>
	<li>
Post-purchase follow-ups
</li>
	<li>
Win-back campaigns for inactive users
</li>
</ul>
Action Step: Start with a 3-part welcome series introducing your brand, best content, and offer.
<h3>Step 10: Track, Analyze &amp; Optimize</h3>
Email marketing isn’t “set it and forget it.” You need to review the data and improve over time.
Track these key metrics:
<ul>
	<li>
Open rate – Are people interested?
</li>
	<li>
Click-through rate (CTR) – Is your message effective?
</li>
	<li>
Conversion rate – Are you meeting your goals?
</li>
	<li>
Unsubscribe rate – Is your content relevant?
</li>
</ul>
<blockquote>
📌 Pro Tip: A/B test subject lines, content, send times, and CTAs.
</blockquote>
<h3>Step 11: Stay Compliant (and Respectful)</h3>
Don’t overlook the legal side. Follow email marketing laws:
<ul>
	<li>
Include an unsubscribe link in every email
</li>
	<li>
Use real business contact info
</li>
	<li>
Only email people who opted in
</li>
	<li>
Follow GDPR (if emailing European users)
</li>
</ul>
Tools like Mailchimp and ActiveCampaign handle most compliance features automatically.
<h2>Designing Your Email</h2>
Designing an effective email campaign requires careful consideration of several key elements. Here are some tips to help you create a successful email marketing campaign:
<ul>
	<li>Use a clear and compelling subject line that grabs the reader’s attention</li>
	<li>Create a visually appealing design that aligns with your brand identity</li>
	<li>Use a clear and concise format that makes it easy to scan and read</li>
	<li>Include a strong call-to-action (CTA) that encourages the reader to take action</li>
	<li>Optimize your email for mobile devices to ensure a seamless user experience</li>
	<li>Use personalization techniques to tailor your content to each individual recipient</li>
	<li>Test and refine your email campaign regularly to improve performance and ROI</li>
</ul>
By following these tips and best practices, you can create an effective email marketing campaign that drives results and helps you achieve your marketing goals.
<h2>Email Marketing Strategy Checklist</h2>
<table style="border-collapse: collapse; width: 100%; height: 384px;">
<tbody>
<tr style="height: 24px;">
<td style="width: 33.3333%; height: 24px; text-align: center;">Step</td>
<td style="width: 33.3333%; height: 24px; text-align: center;">Task</td>
<td style="width: 33.3333%; height: 24px; text-align: center;">Complete?</td>
</tr>
<tr style="height: 24px;">
<td style="width: 33.3333%; height: 24px;">✅ 1</td>
<td style="width: 33.3333%; height: 24px;">Set clear, measurable goals (sales, leads, etc.)</td>
<td style="width: 33.3333%; height: 24px;">⬜</td>
</tr>
<tr style="height: 24px;">
<td style="width: 33.3333%; height: 24px;">✅ 2</td>
<td style="width: 33.3333%; height: 24px;">Build audience personas</td>
<td style="width: 33.3333%; height: 24px;">⬜</td>
</tr>
<tr style="height: 24px;">
<td style="width: 33.3333%; height: 24px;">✅ 3</td>
<td style="width: 33.3333%; height: 24px;">Choose an email marketing tool</td>
<td style="width: 33.3333%; height: 24px;">⬜</td>
</tr>
<tr style="height: 24px;">
<td style="width: 33.3333%; height: 24px;">✅ 4</td>
<td style="width: 33.3333%; height: 24px;">Create an offer or lead magnet</td>
<td style="width: 33.3333%; height: 24px;">⬜</td>
</tr>
<tr style="height: 24px;">
<td style="width: 33.3333%; height: 24px;">✅ 5</td>
<td style="width: 33.3333%; height: 24px;">Build your email list</td>
<td style="width: 33.3333%; height: 24px;">⬜</td>
</tr>
<tr style="height: 24px;">
<td style="width: 33.3333%; height: 24px;">✅ 6</td>
<td style="width: 33.3333%; height: 24px;">Segment your list</td>
<td style="width: 33.3333%; height: 24px;">⬜</td>
</tr>
<tr style="height: 24px;">
<td style="width: 33.3333%; height: 24px;">✅ 7</td>
<td style="width: 33.3333%; height: 24px;">Plan your content calendar</td>
<td style="width: 33.3333%; height: 24px;">⬜</td>
</tr>
<tr style="height: 24px;">
<td style="width: 33.3333%; height: 24px;">✅ 8</td>
<td style="width: 33.3333%; height: 24px;">Write compelling subject lines</td>
<td style="width: 33.3333%; height: 24px;">⬜</td>
</tr>
<tr style="height: 24px;">
<td style="width: 33.3333%; height: 24px;">✅ 9</td>
<td style="width: 33.3333%; height: 24px;">Design mobile-friendly emails</td>
<td style="width: 33.3333%; height: 24px;">⬜</td>
</tr>
<tr style="height: 24px;">
<td style="width: 33.3333%; height: 24px;">✅ 10</td>
<td style="width: 33.3333%; height: 24px;">Add clear CTAs (buttons)</td>
<td style="width: 33.3333%; height: 24px;">⬜</td>
</tr>
<tr style="height: 24px;">
<td style="width: 33.3333%; height: 24px;">✅ 11</td>
<td style="width: 33.3333%; height: 24px;">Set up automation (welcome, cart abandon, etc.)</td>
<td style="width: 33.3333%; height: 24px;">⬜</td>
</tr>
<tr style="height: 24px;">
<td style="width: 33.3333%; height: 24px;">✅ 12</td>
<td style="width: 33.3333%; height: 24px;">Review and test your email</td>
<td style="width: 33.3333%; height: 24px;">⬜</td>
</tr>
<tr style="height: 24px;">
<td style="width: 33.3333%; height: 24px;">✅ 13</td>
<td style="width: 33.3333%; height: 24px;">Monitor open/click/conversion rates</td>
<td style="width: 33.3333%; height: 24px;">⬜</td>
</tr>
<tr style="height: 24px;">
<td style="width: 33.3333%; height: 24px;">✅ 14</td>
<td style="width: 33.3333%; height: 24px;">A/B test subject lines and content</td>
<td style="width: 33.3333%; height: 24px;">⬜</td>
</tr>
<tr style="height: 24px;">
<td style="width: 33.3333%; height: 24px;">✅ 15</td>
<td style="width: 33.3333%; height: 24px;">Stay GDPR &amp; CAN-SPAM compliant</td>
<td style="width: 33.3333%; height: 24px;">⬜</td>
</tr>
</tbody>
</table>
<h2>Final Thoughts</h2>
Let’s wrap up with a quick summary of what you’ve just learned about creating a successful email marketing campaign:
✅ Set clear, measurable goals so every email serves a purpose 
✅ Understand your audience so your content feels personal and relevant 
✅ Build and segment your email list — never send to “everyone” 
✅ Choose the right tools to manage and automate your campaigns 
✅ Plan your content calendar to stay consistent and strategic 
✅ Write engaging subject lines and CTAs to increase opens and clicks 
✅ Test, measure, and optimize every campaign based on data 
✅ Automate key sequences to save time and drive consistent results 
✅ Stay compliant with email regulations to build trust
With this strategy in place, you’re no longer just sending emails — you’re building meaningful relationships, nurturing leads, and driving long-term growth for your business.

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Email marketing still delivers one of the highest returns on investment (ROI) in digital marketing—but only when done right.
It’s not just about blasting out promotions or fancy templates. How you communicate in your emails makes all the difference between someone opening, clicking, and buying—or hitting delete.
Whether you&#8217;re a solo founder or part of a growing team, these 8 communication tips will help you connect better with your audience and get more out of every send.
Improving your communication skills where email marketing is concerned can<a href="https://sonary.com/content/roi-made-easy-tools-and-techniques-for-efficient-calculation/"> improve ROI (return on investment)</a>. Bad copy can affect your conversion rate because, in email marketing, texts are mainly used. So, the reason you may or might not be getting the desired conversion rate is primarily because of your copy.
Last year, 293.6 billion messages were sent and received daily, according to Statista, which is a lot. It’s proof that your message is unlikely to be the only one in a recipient’s inbox. Many other brands are competing for the attention of the same audience.
If you want <a href="/content/8-important-email-marketing-tactics/">people to pay attention to your messages</a>, improving your email communication skills is necessary. Here are <a href="/email-marketing/articles/">some communication tips</a> to help improve your copy and subsequently increase ROI.
<h2>1. Know Who You’re Talking To</h2>
Before you write a single word, get clear on who your audience is.
Are they new subscribers? Long-time customers? B2B buyers or casual shoppers? The more specific you can get, the better you can tailor your message.
Why it matters: People are more likely to engage with emails that feel relevant to their needs, goals, or challenges.
<blockquote>
✅ Action step: Segment your list based on behavior, interests, or stage in the customer journey. Speak directly to each group.
</blockquote>
<h2>2. Write Like a Real Person (Not a Brand Brochure)</h2>
Emails work best when they sound like a conversation—not a billboard.
Skip the jargon, ditch robotic corporate language, and write like you’re talking to a friend or colleague. Keep it friendly, helpful, and human.
Instead of: 
“We’re thrilled to announce our quarterly software update…” 
Try: 
“We’ve made some changes we think you’ll love…”
Why it matters: People connect with people. Clear, relatable writing builds trust—and trust drives conversions.
<h2>3. Make Your Subject Line Work Harder</h2>
Your subject line is the gatekeeper. If it doesn’t spark curiosity or show value, your email won’t get opened—no matter how good the content is.
Tips that work:
<ul>
	<li>Keep it short (under 50 characters is ideal)</li>
	<li>Make it specific and benefit-driven</li>
	<li>Use natural language (how people actually talk)</li>
	<li>A/B test different styles: question, teaser, bold statement</li>
</ul>
Examples:
<ul>
	<li>“Still thinking it over?”</li>
	<li>“3 ways to simplify your workflow today”</li>
	<li>“Here’s what other business owners are doing”</li>
</ul>
<hr />
Related Articles
<div id='articles_shortcode'></div>
<hr />
<h2>4. Get to the Point (Quickly)</h2>
Respect your reader’s time. Grab attention fast and lead with value in the first few lines.
Don’t: bury the key message in paragraph three. 
Do: tell them right away why the email matters.
Example: 
“Want to cut your email response time in half? Here’s a free template our team uses daily.”
Why it matters: Most readers skim. The faster they understand what’s in it for them, the more likely they are to stick around and act.
<h2>5. Speak to One Person, Not Your Whole List</h2>
Even if you&#8217;re sending to thousands of subscribers, your email shows up in just one inbox.
Write as if you&#8217;re speaking to one person. Use “you” instead of “you all,” and imagine a one-on-one conversation.
<blockquote>
Bonus tip: personalize where you can—first name, business type, or past behavior. But don’t force it if it feels unnatural.
</blockquote>
<h2>6. Include One Clear Call to Action (CTA)</h2>
Every email should have one job. Not five.
Do you want the reader to download something? Book a demo? Click through to a blog post? Buy now?
Tell them clearly—and only once or twice in the email. Confusion kills action.
Good CTA examples:
<ul>
	<li>“Start your free trial”</li>
	<li>“See what’s new”</li>
	<li>“Book your 15-minute consult”</li>
</ul>
<blockquote>
✅ Action step: Place your CTA above the fold and near the end so it’s easy to find.
</blockquote>
<h2>7. Design for Mobile First</h2>
More than 40% of emails are opened on mobile. If your layout is clunky or hard to read on a small screen, you’ll lose clicks fast.
Mobile-friendly best practices:
<ul>
	<li>Use single-column layouts</li>
	<li>Keep paragraphs short (1–2 lines max)</li>
	<li>Use buttons instead of tiny links</li>
	<li>Optimize images for fast loading</li>
</ul>
Test how your email looks on your phone before sending it out.
<h2>8. Track, Test, and Keep Improving</h2>
Great email communication isn’t just about writing—it’s about learning what works.
Look at:
<ul>
	<li>Open rates (subject lines &amp; timing)</li>
	<li>Click rates (CTA strength &amp; placement)</li>
	<li>Unsubscribe or bounce rates (list health)</li>
	<li>Conversion rate (are people doing what you asked?)</li>
</ul>
Run A/B tests on subject lines, CTAs, layouts, and even send times. Small tweaks can make a big difference over time.
<blockquote>
Email marketing isn’t “set it and forget it”—it’s “send, learn, improve, repeat.”
</blockquote>
<h2>Final Thoughts</h2>
Improving your email marketing ROI starts with better communication—writing like a human, focusing on the reader, and always leading with value.
You don’t need to reinvent the wheel. Start with these 8 tips, build from there, and remember: the best emails feel like they were written just for the person reading them.
Because, in a way, they were.

8 Communication Tips to Improve Email Marketing ROI

Email marketing still delivers one of the highest returns on investment...

Gabriel Nwatarali is a digital marketer and designer, who has successfully helped several organizations complete complex marketing, including design projects. He's the founder of Tech Help Canada, a results-driven design and marketing agency. He also regularly contributes his knowledge of tech, digital marketing, and business to online publications.