8 Communication Tips to Improve Email Marketing ROI

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’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 improve ROI (return on investment). 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 people to pay attention to your messages, improving your email communication skills is necessary. Here are some communication tips to help improve your copy and subsequently increase ROI.

1. Know Who You’re Talking To

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.

✅ Action step: Segment your list based on behavior, interests, or stage in the customer journey. Speak directly to each group.

2. Write Like a Real Person (Not a Brand Brochure)

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.

3. Make Your Subject Line Work Harder

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:

• Keep it short (under 50 characters is ideal)
• Make it specific and benefit-driven
• Use natural language (how people actually talk)
• A/B test different styles: question, teaser, bold statement

Examples:

• “Still thinking it over?”
• “3 ways to simplify your workflow today”
• “Here’s what other business owners are doing”

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4. Get to the Point (Quickly)

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.

5. Speak to One Person, Not Your Whole List

Even if you’re sending to thousands of subscribers, your email shows up in just one inbox.

Write as if you’re speaking to one person. Use “you” instead of “you all,” and imagine a one-on-one conversation.

Bonus tip: personalize where you can—first name, business type, or past behavior. But don’t force it if it feels unnatural.

6. Include One Clear Call to Action (CTA)

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:

• “Start your free trial”
• “See what’s new”
• “Book your 15-minute consult”

✅ Action step: Place your CTA above the fold and near the end so it’s easy to find.

7. Design for Mobile First

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:

• Use single-column layouts
• Keep paragraphs short (1–2 lines max)
• Use buttons instead of tiny links
• Optimize images for fast loading

Test how your email looks on your phone before sending it out.

8. Track, Test, and Keep Improving

Great email communication isn’t just about writing—it’s about learning what works.

Look at:

• Open rates (subject lines & timing)
• Click rates (CTA strength & placement)
• Unsubscribe or bounce rates (list health)
• Conversion rate (are people doing what you asked?)

Run A/B tests on subject lines, CTAs, layouts, and even send times. Small tweaks can make a big difference over time.

Email marketing isn’t “set it and forget it”—it’s “send, learn, improve, repeat.”

Final Thoughts

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.