4 Ways to Improve Your Email Campaign Performance

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Idealetter

#35

31 October 2025, Fri

Written by Jyothiikaa M D

4 Things to Do to Improve Your Email Campaign Performance

Have you ever spent hours creating an email campaign only to have it flop?

You’ve used eye-catching subject lines and images. Polished every sentence. Hit send with high hopes.

Then… *crickets*

A handful of people opened the email.

Even fewer clicked. Almost no engagement.

The truth is, email marketing today requires more than just a good copy or design.

You need to optimize your efforts to ensure you’re reaching the right people at the right time, so they’re more likely to open and engage with your message.

In this edition, I've listed 4 things you can do to optimize your campaigns and improve their performance.

#1: Segment your bigger lists into smaller and more targeted groups

You cannot keep sending the same campaign to everyone on your email list. In the past, when you were just starting out and growing your brand, this wasn’t a big deal.

But now, you’ve grown past it. Your list now contains a diverse range of contacts from various demographics, interests, and backgrounds.

Sending the same campaign to all these people wouldn't be effective, as it wouldn’t be relevant to a significant portion of them.

This is where segmentation becomes essential. Segmentation is the process of dividing your email list into smaller, targeted groups based on shared characteristics or behaviors.

One of the most common ways to segment is through demographics. For example, if your audience is in the U.S., you could segment by state or city to share local promotions or events. But location is only the beginning.

You can also segment based on:

Behaviors such as past opens, clicks, or purchases.
Lifecycle stage, like where someone is in their customer journey.

Read our guide to learn how you can get started with segmenting your contacts.

#2: Make your emails feel personal and relevant to each reader

Once you know exactly who you’re sending to, it’s time to tailor your emails to resonate with their needs and interests, and encourage them to take the desired action.

When you start personalizing email, you don't have to overcomplicate the approach. You can start by personalizing the email with the subscriber’s name or designation, which can make your message feel more direct and engaging.

You can then personalise further based on the actions they take within your product or based on their lifecycle stage. The more your message aligns with their interests, the more likely they are to read it, engage with it, and take action.

#3: Add interactive elements to increase engagement within the email

If the standard HTML or plain text emails that you’ve been sending so far aren’t generating the results you were hoping for, try adding interactive elements to your emails.

Interactive elements in an email enable readers to take action, such as clicking, swiping, or filling out forms, without leaving the inbox.

For example, you could include an interactive registration form for your event, as shown below.

You can use this to make it easy for subscribers to sign up for your event, as it eliminates the need to visit your website and complete a form. The lack of friction makes it easy to sign up, thus increasing registrations.

#4: Send emails when your audience is most likely to open

You’ve nailed who to send to (segmentation) and what to say (personalization). Now let’s talk about when to send.

Most email marketing platforms offer built-in STO features that collect 0-90 days' worth of data on campaign activity and compute a time of day when a subscriber is likely to open based on this historical data.

If your ESP doesn't provide STO as an option while scheduling campaigns, you can do the following things to optimize send times:

• Review your data from all previous campaigns for the past 6 months to identify when people opened or clicked the most.

• Experiment by sending the same type of email at different times of day (morning, noon, or evening).

• Test out popular times or days of the week that other people find most effective for sending emails. For example, in our recent State of Email report, we found that for B2B businesses, sending emails on Tuesday often performs best.

If you want even more ideas on how to optimize your email, check out our ebook, Email Performance Playbook.

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That's all, folks! I'll see you next month with more tips and ideas. If there is something we can do better for you, please let me know by replying to this email.