Email is still the channel for depth: newsletters, onboarding guides, statements, detailed offers. It is also the channel where most businesses lose the most — to the spam folder, to a crowded inbox, to a subject line nobody opens. The fixes are known; they just have to be done.

1. Fix deliverability first

Before content, make sure your mail reaches the inbox.

• Authenticate your domain with SPF, DKIM and DMARC. Without them, major providers now reject or junk bulk mail outright.
• Warm up new sending domains gradually instead of blasting 50,000 emails on day one.
• Separate transactional from marketing sending — different subdomains or streams — so a campaign with a high complaint rate never blocks your receipts and password resets. This is built into our Email Marketing setup.

2. Keep the list clean

Send to people who asked, remove people who bounce, and stop sending to people who have not opened anything in six months (or run a re-permission campaign first). A smaller, engaged list beats a large, dead one on every metric that matters, including inbox placement.

3. Segment, then personalise

"Dear customer" newsletters to everyone are the default and the worst option. Split the list by what you know:

• New customers (last 30 days) → onboarding and tips.
• Active customers → product news, loyalty.
• Lapsed customers → a specific win-back offer.
• By product or plan → content relevant to what they use.

Personalisation is then natural: the right offer, not just the right first name.

4. Write subject lines people open

• Say what is inside: "Your September statement is ready" beats "Important update".
• Keep it under ~50 characters so it survives mobile previews.
• Use the preheader as a second line, not a repeat of the subject.
• Avoid ALL CAPS, excess punctuation and spammy words — filters notice.

5. Design for phones

Most business email is read on a phone. Single-column layouts, 16px text, one clear button, images with alt text (many clients block images by default), and a plain-text version for good measure.

6. Send when people read

Test send times per segment rather than trusting generic advice. B2B lists often open mid-morning on weekdays; consumer lists behave differently by region and product. Let the data decide, then automate.

7. Measure what matters

Opens are noisy (privacy features inflate them). Track clicks, replies, conversions and unsubscribes per campaign, and inbox placement per provider if your volume justifies it.

Combine with other channels

Email carries detail; it is not the channel for urgency. Pair it with SMS or WhatsApp for time-sensitive nudges and you cover both the "read later" and "act now" moments. Talk to an expert to review your email setup.