Why Your Emails Are Ignored – How to improve Email Engagement

Improve Email Engagement

Email marketing is one of the best ways to connect with your audience, but not every email gets the attention it deserves. It’s not about how busy your audience is; it’s about whether your message grabs their attention right from the start.

Time is incredibly valuable in business, and making sure your emails stand out from the clutter is what will set you apart. You need that WOW factor. Small tweaks can make a world of difference in how your emails perform.

As an avid believer in email marketing, I can tell you that with just a few simple changes, you can see an improvement in your email engagement.

Subject Lines That Spark Interest

You’ve only got a few seconds to grab someone’s attention when they check their inbox, and it’s your subject line that will lure them in. It needs to spark curiosity, create a sense of urgency, or promise value. A dull or vague subject line won’t get clicked, but a clever one that speaks directly to their needs.  After rewriting my subject lines with intrigue in mind, my open rates tripled. First impressions matter, that’s what gets your email opened. 

Make Your Emails Feel Personal

You know that feeling when you receive an email that’s clearly been sent to everyone? Mmm, yes, keep scrolling, right? But when an email speaks to you personally, when it feels like it’s been written specifically to you and your needs, it stands out, and you’re more likely to give it a full read rather than just a quick glance.

Emails that feel mass-marketed risk the chance of being overlooked. The more personal your message, the better your chances of getting it opened. Using their name, referencing past interactions, or aligning the content with their interests can make all the difference.

Instead of: “Check out our new features,” try: “Sarah, here’s a feature that could simplify your workflow.”

Small tweaks in tone and content can transform a generic email into something that feels custom-tailored to the reader. I always advocate for personalising emails to make the recipient feel valued, as it dramatically increases engagement.

Remember, landing in someone’s inbox on the phone or laptop is a pretty personal space, so take the time to make sure you are respectful of that space and the energy it takes to read what you are saying - make them want to open every email you send. That habit starts now!

Clear, Outcome-Driven Messaging

When your emails focus too much on company updates or features, they may just get skimmed. What the reader really wants to know is how it benefits them, not just what it is.

Rather than listing features, focus on how your product or service makes their life easier, their business more successful, or their workload lighter.

Instead of: “Introducing our latest software update,” try: “Spend less time on admin and more on what matters. Here’s how.”

I always make sure our emails focus on tangible outcomes, not just features. The clearer and more specific the benefit, the more likely they are to engage.

Brevity Wins

We all know people don’t have time for long-winded emails. If they open your message and see a wall of text, they’ll likely close it. Keep your emails concise, easy to scan, and formatted for quick reading.

• Use short paragraphs for easy reading.
• Break up text with bullet points, indents, and colour blocking for clarity.
• Bold key takeaways to grab attention.
• Use subheadings for easy navigation.
• Incorporate white space for a clean layout.
• Choose readable fonts for all devices.
• Keep sentences short and simple.
• Add relevant images to maintain engagement.
• Use lists or numbered points for multiple ideas.
• Make CTAs stand out with contrasting colours and clear language.
• Avoid jargon; keep the language straightforward.

Since 55% of emails are read on mobile, keeping your message brief is key to engagement. Mobile screens are smaller, and readers skim content, so concise messaging improves the chance your email being read and acted upon.

Along with being concise, adding a personal touch, like a quick video intro or product demo, helps your email stand out and creates a deeper connection with your audience.

Interactive Emails

AMP (Accelerated Mobile Pages) make emails more interactive with features like surveys, GIFS and live product feeds. These allow recipients to engage directly within their inbox, without clicking away. Adding these elements can make emails feel more dynamic and engaging.

Privacy and Data Collection

With tighter privacy laws and more focus on user data, we need to adopt clear, privacy-conscious practices. Tools like Apple’s Mail Privacy Protection and Google’s Gmail security measures will play a key role in email marketing in 2025. Staying compliant and respecting privacy is crucial for building trust and keeping your audience engaged.

A Clear Next Step

Every email should have a purpose. Whether it’s booking a call, reading an article, or trying a demo, make it clear what you want the reader to do next. A strong, well-placed CTA removes guesswork and makes engagement seamless.

Instead of: “Let us know if you’re interested,” try: “Book a quick 10-minute chat here.”

Test, Learn, Improve

Even the best email strategy needs refining. Keep an eye on open rates, click-through rates, and responses. If an email doesn’t perform well, tweak the subject line, test different formats, or adjust the call-to-action.

At BCB Marketing, we help businesses create email strategies and results-driven campaigns that do more than just land in inboxes, they drive meaningful engagement and conversions.