Send with Purpose: Email Tactics That Convert

Contrary to the rumors on Page Six, email is not dead. It is still one of the most powerful tools in a marketer’s toolkit. So how do you keep your email from being just another unread notification? Competition is fierce and plentiful, and cutting through the noise now demands a smarter, more thoughtful approach. Today’s customers have lofty expectations of the brands they choose and rightfully expect messaging that feels personal, relevant, and data driven.

The brands that deliver this real value are the ones winning (and keeping) their loyalty. While much of this may seem obvious, it’s the small, thoughtful details that drive results. Check out our best practices below to take your email strategy from good to great!

Subject Lines That Get Opened—And Actually Deliver

The subject line is your first (and sometimes only) shot to grab a reader’s attention. It should be short, clear, and purposeful. The best-performing subject lines don’t rely on tricks or gimmicks; they offer real value or pique curiosity.

For example, instead of a vague "Don’t Miss This," try "Your 20% Off Code Ends Tonight" or "3 Tips to Improve Onboarding Today." Use urgency sparingly and strategically; while a well-placed deadline or exclusive offer can boost opens, overuse can lead to fatigue. And always aim to stay under 30 characters when you can, especially considering 42% of users open email on mobile.

Guide the Scroll: Subheaders That Keep Readers Hooked

Congratulations! You’ve written an awesome subject line, and your customer opened your email. But you can’t claim success just yet; the next challenge is keeping them engaged. Enter the value of subheaders. Strong subheaders help scan-ability and structure, making it easy for the reader to find what matters most. Maybe a little something like this.

Think of them as signposts, each one should clearly guide the reader to a piece of content or action. This is your chance to be creative and specific. Overly generic headers like “Our Latest News” are obvious and boring. Instead, be specific and give them a reason to read on: “3 New Features to Try This Week” or “Here’s How to Get Started.”

Make Every Pixel Count: Pairing Visuals with Smart Copy

Design matters. And chances are, there’s someone on your team who knows how to make visuals shine. Don’t take these people for granted, both design and layout play a critical role in the success of your email. A common rule of thumb is a 60/40 text-to-image ratio, but ultimately, it depends on the message content. No one wants to read an email novel, but remember, visuals should support the content, not replace it.

Use product imagery, illustrations, or simple infographics to highlight key points, but avoid overly complex designs that slow download times or break on mobile. For email backgrounds and color palettes, accessibility should be a priority. High-contrast combinations like dark text on a light background are typically best for readability.

Be sure to always stay aligned with your brand standards, as well as avoid overwhelming color schemes to keep the readers coming back. To get those clicks, keep your “call to action” (CTA) buttons bold, clear, and consistent in placement so users can easily take action.

Curious if you’re on the right track with your design? The Braze Inbox Vision tool can help you check formatting, test your layout across devices (even dark mode!), and make sure nothing breaks before you hit send.

Write Like You Talk—And Your Customers Will Listen

Email may sometimes come across a bit tone-deaf, but tone always matters. Today’s audiences know what they want and aren’t falling for the old “bait and switch.” They respond better to conversational, helpful messaging rather than overly formal or sales-y copy.

Think about who’s receiving the email. What would be useful or interesting to them? For example, instead of saying, “Maximize your operational efficiency with our integrated platform,” try “Need a faster way to get things done? We’ve got you.” Along those lines, avoid jargon, keep paragraphs short, and use sentence structure that mimics natural speech patterns. Also, keep in mind that users often skim, so bold key phrases, break up long sections, and make CTAs easy to spot.

Experiment Often. Improve Always.

Even ‘best practices’ need to be revisited regularly, strategies that once worked can quickly become outdated. Test different subject lines, layouts, and CTA placements to see what resonates with your audience. What works in one campaign or industry might flop in another. Make testing part of your process, not an afterthought, and use those insights to continuously refine your strategy.

At the end of the day, the most effective emails may not be the flashiest, but they’re the clearest and personally relevant to the reader. They understand the customer, offer something of value, and make the next step easy and obvious. Whether you're nurturing leads, onboarding new customers, or re-engaging lapsed users, thoughtful content and intentional design will take your email strategy further.

Need help translating these best practices into action within Braze? Read our article “From Emails to Experiences” to learn how to best utilize email in your customer journeys. And remember, Covalent Marketing is always here to support your team in building smart, effective email campaigns that resonate, so reach out at BrazeHelp@covalentmarketing.com.