Email marketing remains one of the most effective channels in digital communication. According to Statista, by 2025 the number of email users will reach 4.6 billion. Moreover, it continues to provide one of the highest return on investment rates among all digital communication channels. The ROI of email newsletters is consistently high (an average of $36 per $1 invested), and most importantly, it is a channel over which you have complete control, unlike social networks. While social networks dictate their rules, change algorithms and limit organic reach, email remains stable, predictable and completely under control.
However, the effectiveness of newsletters depends not only on the chosen platform or contact base, but also on attention to detail - from the subject of the letter to the structure of links. You need a good subscriber base, a good strategy and attention to detail. Because it is the details that determine whether your letter will be opened, read to the end and click on the link. In this article - specific things that really affect opening, retention and clicks.
Why is it worth investing in email marketing?
First, it’s profitable. According to DMA, the average ROI of email campaigns is $36 for every dollar spent. And if you build the right communication with your audience, these numbers can increase many times over.
Secondly, you have complete control over the channel. This is not Facebook or Instagram, where reach disappears along with the mood of the algorithm. You have a base - real contacts that belong to you. You choose the frequency, tone, offers. And if everything is done correctly, users don’t just read emails - they wait for them.
In addition, email marketing does not lose its relevance due to:
Autonomy. Your email database will not be affected by Instagram algorithm updates or ad blockers. You can contact your audience directly, bypassing any platforms.
Analytics. Full transparency of opens, clicks, conversions, the ability to quickly test hypotheses and compare reactions across segments. This makes email a convenient field for optimization.
What influences the success of an email campaign?
People make decisions — to open an email or not — in a split second. And the subject plays a decisive role in this. If it is boring, formulaic, or looks like another discount advertisement, the email goes to the archive. A good email subject is a hook. It arouses curiosity, provokes, promises benefits, or simply speaks to the person in their language.
The subject line of the email is the first (and often the only) contact with the recipient. In most cases, the decision to “open or not” is made in a split second. One extra word is enough for the email to remain unread. In B2B, specific wording works well: “Campaign report – September”, “3 product updates in a week”. In B2C, intonation and emotional trigger play a greater role.
But the opening is just the beginning. Then everything depends on the content. If from the first lines you talk about yourself, and not about the benefits for the reader, he will lose interest. If the text lacks logic, emotions, or at least minimal personalization, the letter will remain unread. The structure of the letter should be simple: a short introduction, the main message, a logical call to action.
The call to action should be clear and honest. A simple "Learn more" is better than a creative where the reader doesn't understand where the button takes them. It's especially important not to overload the email with unnecessary links: one well-thought-out one is better than ten blurry ones. If the CTA is unclear, or there are too many of them, there will be fewer clicks.
How to optimize email campaigns?
If you haven’t tested your email subject line through A/B testing yet, now is the time to start. Sometimes the difference between “5% opens” and “18% opens” is hidden in a single word. Test different approaches: intrigue, benefit, personalization. Many email marketing platforms (like MailerLite or Sendinblue) have built-in tools for this.
Personalization isn't just about the name in the greeting. It's also about audience segmentation, dynamic content that takes into account the subscriber's previous purchases or interests. Writing "for everyone" means not reaching anyone.
Calls to action should be short and clear. Ideally, one action per email. If you’re directing users to a link, make sure it’s not intimidating. Long URLs, especially with lots of parameters, look suspicious. Short links are a good place to start.
Why use short links?
At first glance, short links are all about aesthetics. Especially in emails, where every character has weight. But the benefits go much deeper:
Analytics and UTM tags. You can insert UTM tags, track how many people clicked, from which email, from which campaign. And it’s easy to test two link options in an A/B test . For example, change the wording of the CTA and see what works better (here’s an example of such analytics). You can hide a complex link structure with a bunch of parameters (utm_source, utm_campaign, utm_term) and at the same time retain access to full conversion analytics.
Flexibility. If you make a mistake in the landing page or the campaign logic changes, the link can be changed after the email has been sent. If you change the landing page, simply update the short link target. You don't need to rewrite or resend the email. This is especially convenient when working with dynamic campaigns or when you want to send one email to several segments with different links, or when it comes to large or paid emails. .
A/B testing. Different short links — to different segments, CTAs, or even buttons. This allows you to see what works best. In tandem with UTM, this gives an almost complete picture of user behavior.
Trust (when done right). Branded short URLs look more trustworthy than giant strings with redirects or suspicious characters. For example, go.mybrand.com/xz1pQ looks better than https://mybrand.com/campaign/2024/june/mail_list?utm_source=....
Practical example
One company has assembled an audience segment based on three parameters: new customers, those who have not opened the latest emails, and active users. The newsletter is the same, the content is almost the same, but each version has a different short link. The analytics clearly show which segment responds best, who clicks, and who simply reads. And then you can work with this more precisely.
Typical errors in email newsletters
Despite the obvious advantages, using shortened links doesn't always work out of the box:
One of the most common mistakes is over-saturation with links. This distracts from the focus, reduces the effectiveness of the CTA, and often raises suspicion in spam filters. Even worse is when the links are not tracked. You don’t know how many clicks there were, at what stage the user loses interest, and whether they even visit the site.
No less important is the appearance of the URL itself. Some services still only provide HTTP links, or provide HTTPS only on paid plans. In 2025, this looks suspicious - browsers, antiviruses and email clients may block such links or show warnings. People do not click on scary addresses without HTTPS or without understanding where the link leads.
Spamming as a reason for the sensitivity of the effect. Services like Bitly, TinyURL or Ow.ly have a common reputation. If one user abuses the platform, it affects everyone. Some email systems (especially corporate ones) automatically lower the priority of emails with common shorteners. For mass B2B mailings - critical.
Ignoring link branding. When a user sees something like surl.li/3nX0kPz, they have no idea where they will go. Even if the link leads to your site, some recipients will not risk clicking. Especially in cases where the subject of the email is sensitive (finances, security, registrations).
What's more important! If you use a free service, you don't control its availability, uptime, and have no guarantees of saving statistics. There have been several cases in history when shortening services either closed down or changed their link access policy without warning.
How to work with short links without risks?
1. Brand your links
The best option is to use your own domain for abbreviations (e.g. go.mybrand.com). This allows you to bypass spam filters, increase trust and avoid dependence on external platforms. You can use your own subdomains for this, or use the Surl.li service, in the account there is an option to generate links like surl.li/yourbrand
2. Check every link
Even if you have your own domain, it's worth testing your email before sending it out in bulk. Email, browser, mobile version, VPN — all of these can affect whether a link displays or works.
3. Use 301 redirects
The redirect should be permanent (301), not temporary (302), so as not to lose the link's value in the SEO context (if the link is later cross-posted somewhere).
4. Divide UTM into segments
Even if you use one short link for multiple campaigns, add unique tags (utm_content=email_test_a, utm_content=email_test_b). This allows you to see which version of the email brought traffic and how the user behaved.
5. Control TTL and link lifetimes
Some services allow you to specify when the link should stop working or where it should lead after the campaign ends. This gives you flexibility, for example, for limited promotions or releases.
What tools to use?
To get the most out of your email campaigns, you need to combine several tools. UTM tags can help you link your emails to Google Analytics (here's a handy UTM generator from Hyperhost ). And short link services — with their own analytics — let you see real-time clicks, track conversions, and build A/B tests without any hassle.
Summarizing the above
Competent email marketing is not just "sending promotions once a week." It is systematic work with an audience that values attention, context, and convenience. And when your email looks neat, speaks directly, leads to a clear transition, and leaves no room for doubt, it works. And with the right tools, it also tells you how to work better.
Want to learn how A/B testing helps increase clickthrough rates? Read our previous article .
