Inbox competition has never been tougher. Every day your audience is bombarded with emails and most are deleted in seconds.
A good eDM (electronic direct mail aka newsletter) has a few non-negotiables. It puts the reader first, not the business. It has consistent branding so that when it lands in the inbox, your audience knows it’s from you. It’s long enough to deliver value, but not so long that it’s overwhelming. It shows up reliably, whether you write weekly, monthly or quarterly, so readers know what to expect. And at its heart is a structure built on content pillars and the themes you rotate through to keep things fresh and aligned with your brand.
But that’s just the warm-up. To make your newsletter punch above its weight, here’s a look at what’s working now, the metrics that matter and the tools that help you level up.
Stay on top of trends
One of the biggest shifts is personalisation, which goes beyond a first name in a subject line. Segmenting by past behaviour, product interest or industry can double engagement compared to one-size-fits all sends. Mobile-first is also non-negotiable.
- 55–60% of emails are opened on a phone
- Half your readers will delete an email instantly if it doesn’t display properly
- Interactive elements like polls, GIFs or short video clips can boost click rates by up to 18%
- Bite-sized content with clear links back to your site consistently outperforms long-form newsletters
Measure what matters
Open rates are only the start. Globally, the average open rate is 35.6%, while click-through rates average 2.6%. But benchmarks vary widely by industry. Not-for-profits often achieve 40%+ open rates, while retail sits much lower. Knowing your industry standard helps you measure fairly and set realistic goals.
A bounce rate above 2% tells you your list needs cleaning. An unsubscribe rate over 0.5% can signal frequency or content issues, but unsubscribes aren’t always bad, sometimes they mean your list is refining itself to people who actually want to hear from you.
Heat maps show where readers are clicking, while A/B testing lets you see what subject lines or CTA placements work best. And don’t stop at inbox metrics – use Google Analytics to see how long people spend on your site once they’ve clicked through. Analyse by audience too: are your decision-makers engaging, or is it more junior staff?
Sharpen your content
Content is where you win or lose. If your email doesn’t hook readers quickly, it’s gone with one swipe.
Educational and insight-driven content performs around 40% better than promotional emails. Readers respond when you help first and sell later. Storytelling also works. A quick client story, a behind-the-scenes win or even a tip from your team adds personality and makes your brand feel human.
And don’t forget the visuals. Strong images, branded graphics, or a 30-second video can lift clicks by up to 65% compared to text-only emails.
Make your CTAs count
This is a simple fix with a big payoff: buttons work better than “read more” links. Clear, bold CTA (Call To Action) buttons can increase click-through rates by 20–28%. They’re more obvious, easier to tap on mobile and harder to ignore.
And one final stat: 54% of emails are deleted without being read if they feel irrelevant or arrive too often. Consistency, clarity and relevance are what keep you out of the trash folder.
If your newsletter feels like it’s on autopilot, it’s time to refresh. The difference between “just another email” and one that genuinely performs comes down to how well you measure, adapt and deliver value.
If you’d like help turning your newsletter into a results-driving tool rather than an afterthought, we can help. Get in touch today.
Shereen Cherrett