Inbox Gold: 9 Simple Rules for Emails People Actually Want to Open
A no-fluff guide from a design studio that knows what makes people click.
Let’s be honest: inboxes are flooded daily with emails we barely open or instantly unsubscribe from (no shame, we all do it).
So how do you make sure your email doesn’t end up in the digital abyss? Sending killer email campaigns isn’t just about hitting ‘send’ — it’s about smart strategy, great design, and a message that actually makes people care.
As a design studio, we know exactly what makes an email campaign stand out — and stay out of spam. Here’s our no-nonsense guide to doing it right.
1. Know Your Why
Before you type a single word, ask yourself: What’s the goal here? Are you selling, educating, inviting, or simply just saying “Hey, remember us?”. Having a clear objective keeps your message sharp and your audience engaged.
2. Talk to the Right People
Generic emails = no real connection. Segment your audience based on interests, behaviour, or how much they actually like hearing from you. The more relevant your message, the better your results.
3. Make Your Subject Line Impossible to Ignore
Your subject line is your first — and sometimes only — chance to be noticed.
Keep it snappy, intriguing, and avoid spam vibes. Think:
“This is you all over” > “Exciting Offer Inside!”
Nobody’s clicking on that second one anymore.
4. Design Like a Pro (Or Let Us Do It for You)
Nobody wants to read a wall of text. Use:
- A clean layout
- Clear headings
- Bite-sized paragraphs
- Eye-catching visuals
And please, for the love of email marketing, make sure it looks good on mobile!
5. Get Personal
Personalisation is more than just a “Hi [First Name]”.
Tailor your content to interests, recommend based on past behaviour, and make people feel like you actually know them — without crossing into stalker territory.
6. Tell Them What to Do Next
Every email needs a purpose. Whether it’s “Shop Now,” “Sign Up,” or “Watch This,” make sure your call-to-action (CTA) is clear, compelling, and unmissable.
7. Don’t Forget Deliverability (It’s Kind of a Big Deal)
Even the best email flops if it never reaches the inbox.
Deliverability is what makes sure your message actually lands where it should — not stuck in spam.
According to Mailchimp, deliverability comes down to:
- Using a trustworthy domain (ditch the free Gmail).
- Authenticating your emails properly (SPF, DKIM, DMARC — boring but vital).
- Avoiding spammy content (all caps, clickbait, sketchy links).
- Keeping your list clean — regularly remove inactive subscribers and NEVER buy lists.
If you want the full scoop, we recommend giving Mailchimp’s guide a read.
8. Test, Tweak, Repeat
Not sure what works? That’s normal.
Test different subject lines, layouts, and CTAs with A/B testing. Data is your friend — use it to refine and boost your engagement over time.
9. Keep It Legal
Stay on the right side of GDPR and email laws.
- Always offer an easy opt-out
- Be transparent about how you handle data
Trust is everything when it comes to email.
Need a hand?
A well-executed email campaign can seriously boost your brand — and yes, great design and strategy can be the difference between “Spam” and “Saved for later.”
If you’re ready to create emails that people actually open, click, and care about — let’s chat.
Email Marketing Contact
Elly Hackett
elly@thisiscreative.co
