Email Marketing
How to write email campaigns worth opening
KRDSH Marketing ·
Email is the only channel you own. A practical approach to cadence, subject lines and writing EDMs people don't resent.
Email still outperforms most channels for one boring reason: you own the list. Nobody can change an algorithm and take it away from you. The catch is that inbox attention is earned every single send.
Pick a cadence you can sustain
Monthly, done consistently and well, beats weekly for six weeks followed by silence. Set the cadence against your real capacity, then hold it.
Lead with the useful thing
Put the reason someone should care in the first line, not after three paragraphs of company news. If the email is a promotion, say so plainly.
Subject lines: clear beats clever
Describe what's inside. Curiosity gaps work once; clarity works repeatedly and doesn't erode trust.
- Say what the email contains
- Keep it under about 45 characters for mobile
- Avoid all caps and excessive punctuation
- Write the preview text deliberately — it's a second subject line
Design for scanning
One column, generous spacing, a clear hierarchy and one primary action. Test in the clients your audience actually uses before you send.
Measure the right things
Opens have become unreliable. Clicks, replies, unsubscribes and downstream enquiries tell you far more about whether a campaign worked.
Working on this yourself? KRDSH offers Email marketing for businesses in Sydney and across Australia.