Why Your Email Open Rates Are So Low (And How to Fix)

Why Your Email Open Rates Are So Low (And How to Fix)

You spend hours crafting what feels like the perfect email.

Your subject line is compelling. The design looks professional. You've included valuable information, a clear call to action and maybe even a special offer for your subscribers.

You press Send expecting enquiries, bookings or sales to start rolling in.

Instead, you open your email reports and see an open rate that leaves you wondering whether anyone even saw your message.

If this sounds familiar, you're not alone.

One of the biggest frustrations I hear from business owners is:

"Why is nobody opening my emails?"

The good news is that email marketing is far from dead.

In fact, email continues to deliver one of the highest returns on investment of any digital marketing channel. The problem usually isn't the platform you're using. Whether you're sending campaigns through Mailchimp, BuzzLink or another email marketing system, the success of your emails comes down to strategy.

Over the past decade, I've worked with businesses across Australia to improve their email marketing performance. Time and time again, I've seen businesses transform disappointing campaigns into consistent lead generators simply by fixing a handful of common mistakes.

In this guide, you'll learn:

  • What an email open rate actually measures
  • What a good open rate looks like in 2026
  • The ten most common reasons people ignore your emails
  • How to write subject lines people actually want to open
  • Why your sender reputation matters
  • How list hygiene can dramatically improve deliverability
  • Why segmentation and personalisation are essential
  • The best times to send emails
  • Common mistakes Mailchimp and BuzzLink users make
  • Practical strategies you can implement immediately

By the end of this guide, you'll understand exactly why your emails aren't getting the attention they deserve and, more importantly, how to fix it.


What Is an Email Open Rate?

Your email open rate is the percentage of recipients who open your email after it has been delivered.

It's one of the first metrics marketers look at because it provides an indication of how successful your subject line, sender name and overall email strategy are at capturing attention.

The calculation is straightforward.

Number of emails opened ÷ Number of successfully delivered emails × 100

For example:

  • You send an email to 1,000 subscribers.
  • 980 emails are successfully delivered.
  • 294 people open your email.

Your open rate would be 30%.

While this sounds simple, there's an important caveat.

Recent privacy updates, particularly Apple's Mail Privacy Protection, mean open rates are no longer a perfect measure of engagement. Some email opens are automatically recorded, while others may not be tracked accurately.

That's why experienced email marketers don't rely solely on open rates. They also look at:

  • Click-through rates
  • Website visits
  • Replies
  • Enquiries
  • Sales
  • Conversion rates

Think of your open rate as the front door to your email marketing. If people aren't opening your emails, they can't click your links, read your content or become customers.

Improving your open rate creates more opportunities for every other marketing metric to improve.


What Is Considered a Good Email Open Rate in 2026?

One of the first questions business owners ask is:

"What's a good open rate?"

The answer depends on your industry, audience and the quality of your email list.

As a general guide in 2026:

Under 15%

Your emails need attention.

Poor subject lines, low engagement, outdated contact lists or deliverability issues are usually contributing to low performance.

15% to 25%

Average.

Many businesses sit in this range, but there's significant room for improvement.

25% to 35%

Good.

This indicates healthy engagement and a reasonably well-maintained email list.

35% to 45%

Excellent.

Businesses achieving these numbers usually have highly engaged subscribers, strong segmentation and consistent email marketing strategies.

Over 45%

Outstanding.

These results are often seen with smaller, highly targeted lists or businesses that have built exceptional trust with their audience.

However, comparing your open rates with another business isn't always helpful.

A local accountant, an online retailer, a charity and a spiritual coach will all have different audiences with different expectations.

Rather than chasing someone else's numbers, focus on improving your own performance month after month.

A business that improves from 18% to 28% has achieved an outstanding result, even if another company reports a 40% open rate.

Progress matters more than comparison.

10 Reasons Your Email Open Rates Are So Low

Let's explore the most common reasons businesses struggle to get their emails opened.

In most cases, it isn't one problem.

It's several small issues working together.

1. Your Subject Lines Aren't Creating Enough Curiosity

Your subject line has one job.

Convince someone to stop scrolling and open your email.

If your subject line sounds generic, boring or overly promotional, your email is likely to be ignored.

Consider these examples.

Less effective

  • July Newsletter
  • Company Update
  • Weekly Email
  • Don't Miss Out
  • Special Offer

Now compare them with:

More compelling

  • The Marketing Mistake Costing Businesses Thousands
  • Is Your Website Driving Customers Away?
  • Five Email Tweaks That Increased Sales by 37%
  • Before You Send Your Next Email, Read This
  • Why Your Competitors Are Getting More Enquiries

Notice the difference?

The strongest subject lines create curiosity while promising genuine value.

They don't rely on misleading clickbait.

Instead, they answer one important question:

"Why should I open this?"

Your subject line is often the single biggest factor influencing your open rate.

Spend as much time writing your subject line as you do writing the email itself.

2. Your Sender Reputation Is Working Against You

Imagine introducing yourself to someone who already believes you can't be trusted.

That's essentially what happens when your sender reputation is poor.

Internet service providers such as Gmail, Outlook and Yahoo continuously monitor your sending behaviour.

They consider factors including:

  • Spam complaints
  • Bounce rates
  • Engagement levels
  • Authentication records
  • Sending consistency
  • Domain reputation

If your reputation is weak, your emails may land in Promotions or Spam instead of the primary inbox.

Even brilliantly written emails can't be opened if nobody sees them.

Improving your sender reputation takes time, but it's one of the most important investments you can make in your email marketing strategy.

3. Your Email List Needs a Clean-Up

One of the biggest misconceptions in email marketing is that bigger always means better.

It doesn't.

Email lists naturally decline over time.

People change jobs.

They abandon email addresses.

They lose interest.

They stop opening emails.

Holding onto disengaged subscribers hurts your results.

Mailbox providers notice when large numbers of recipients consistently ignore your emails, making it more difficult for future campaigns to reach engaged subscribers.

Regular list cleaning removes inactive contacts, improves engagement rates and protects your sender reputation.

It may feel counterintuitive to reduce the size of your audience, but a list of 1,000 engaged subscribers will almost always outperform a list of 10,000 people who never interact with your emails.

Successful email marketing isn't about having the biggest database.

It's about having the most engaged one.

4. You're Sending the Same Email to Everyone

Not every subscriber joins your email list for the same reason.

Some downloaded a free guide.

Others attended a webinar.

Some are existing clients.

Others have never purchased from you before.

Yet many businesses continue sending exactly the same email to every contact on their list.

Imagine walking into a room full of people and giving the exact same speech to a first-time visitor, a loyal customer and someone who has already bought everything you sell.

It simply wouldn't work.

Email marketing is no different.

Segmentation allows you to send targeted content based on factors such as:

  • Interests
  • Previous purchases
  • Location
  • Industry
  • Stage in the customer journey
  • Website activity
  • Lead source

For example, someone who has just downloaded your free email marketing checklist probably isn't ready for a hard sales pitch. Instead, they may benefit from educational content that builds trust and positions you as the expert.

Meanwhile, an existing client might appreciate advanced tips, exclusive offers or invitations to work with you again.

The more relevant your emails are, the more likely people are to open them.

5. You're Sending Too Many Emails

We've all experienced it.

You subscribe to a business because you're genuinely interested in what they offer.

Then suddenly your inbox is flooded with daily promotions, sales announcements and reminders.

Before long, you're deleting their emails without opening them, or worse, unsubscribing altogether.

Email fatigue is real.

Sending too frequently can lead to:

  • Lower open rates
  • Higher unsubscribe rates
  • Increased spam complaints
  • Reduced trust

This doesn't mean you should email less.

It means every email should have a purpose.

Ask yourself before pressing Send:

"Would I find this email valuable if I received it?"

If the answer is no, it's probably worth revisiting your content.

6. You're Not Sending Emails Often Enough

On the flip side, disappearing for months at a time creates a different problem.

Subscribers forget who you are.

Then, out of nowhere, they receive a promotional email asking them to buy something.

Instead of recognising your name, they wonder:

"Who is this?"

That hesitation often results in the email being ignored or marked as spam.

Consistency builds familiarity.

Whether you send weekly, fortnightly or monthly, choose a schedule you can realistically maintain.

Showing up regularly with valuable content keeps your business front of mind and helps build long-term trust.

7. Your "From" Name Doesn't Build Confidence

People don't just decide whether to open an email based on the subject line.

They also look at who sent it.

Consider these options.

Marketing Department

Sales Team

No Reply

Now compare them with:

Anne C Clark

Anne from Anne C Clark

Which feels more personal?

People buy from people they know, like and trust.

Using your name creates familiarity and reinforces your personal brand every time an email lands in someone's inbox.

If your business relies on relationships, your name is often one of your strongest marketing assets.

8. Every Email Is Trying to Sell Something

Imagine having a friend who only contacted you when they wanted something.

Eventually you'd stop answering their calls.

Many businesses unknowingly do exactly this with their email marketing.

Every email promotes:

  • A new service
  • A discount
  • A webinar
  • A product
  • A booking

Without providing genuine value.

Your subscribers signed up because they wanted your expertise, not constant advertisements.

One of the simplest strategies is following the 80/20 principle.

Around 80% of your emails should educate, inspire or help your audience.

The remaining 20% can focus on selling.

Educational emails build trust.

Trust leads to sales.

9. Your Emails Aren't Designed for Mobile Devices

Take a look around the next time you're in a café.

Most people checking their emails are doing it on their phones.

If your email isn't easy to read on a small screen, readers won't struggle through it.

They'll simply close it.

Mobile-friendly emails should include:

  • Short paragraphs
  • Plenty of white space
  • Easy-to-read fonts
  • Clear headings
  • Large buttons
  • Images that resize correctly

If someone has to pinch, zoom or scroll sideways to read your email, you've already lost them.

Always preview your emails on both desktop and mobile before sending.

10. You're Ignoring What the Data Is Telling You

One of the biggest advantages of email marketing is that almost everything can be measured.

Yet many businesses only look at one number.

Open rate.

While opens are important, they're only one piece of the puzzle.

Review your reports after every campaign.

Look for patterns.

Ask questions like:

  • Which subject line performed best?
  • Which links received the most clicks?
  • Which email generated enquiries?
  • Did people unsubscribe after a particular campaign?
  • Which audience segment engaged the most?

Small improvements made consistently produce remarkable results over time.

The businesses achieving 35% to 45% open rates aren't lucky.

They're constantly testing, measuring and refining their email marketing strategy.

How to Write Subject Lines That People Actually Want to Open

If there's one skill every business owner should develop, it's writing better subject lines.

Think of your subject line as the headline of a newspaper article.

No matter how brilliant the content inside may be, nobody will read it if the headline fails to capture attention.

Great subject lines are clear, specific and intriguing.

They create enough curiosity to encourage someone to click without resorting to misleading promises.

Here are a few examples.

Instead of... Try...
Monthly Newsletter What Every Business Owner Needs to Know This Month
August Update Your August Marketing Checklist Is Here
New Blog Post Why Most Email Campaigns Fail Before They're Even Opened
Special Offer This Offer Ends Soon. Have You Seen It?
Our Services Could Your Email Marketing Be Working Harder?
Weekly News The Email Mistake That Could Be Costing You Customers
Tips and Tricks Seven Email Marketing Tips That Actually Work
Company News We've Been Busy. Here's What's New
New Course Available Ready to Master Email Marketing?
Hello! Can I Share Something That Might Surprise You?

Here are a few more ideas you can adapt for your own campaigns:

  • Before You Hit Send, Read This
  • The Biggest Email Marketing Mistake I See Every Week
  • Is Your Email List Quietly Hurting Your Business?
  • Three Simple Changes That Increased Open Rates
  • You're Probably Making This Subject Line Mistake
  • What Successful Businesses Do Differently
  • Don't Press Send Until You've Checked This
  • The Truth About Email Marketing in 2026
  • Your Subscribers Are Waiting for This
  • One Small Change. Big Results.

Tips for Writing Better Subject Lines

Keep them under 50 characters where possible.

Lead with the most important words.

Avoid spammy phrases like:

  • FREE!!!
  • Guaranteed Income
  • Act Now
  • Risk Free
  • Buy Today

Use numbers when appropriate.

Ask questions.

Create curiosity without being misleading.

Personalise subject lines where it makes sense.

Test different versions through A/B testing if your platform supports it.

Above all, remember that your subject line makes a promise.

Your email should always deliver on that promise.

When subscribers know your emails consistently provide value, they'll begin opening them without even thinking about it.

That's when email marketing becomes one of the most powerful assets in your business.

Why Your Sender Reputation Matters More Than You Think

Have you ever wondered why two businesses can send almost identical emails, yet one lands neatly in the inbox while the other disappears into the Spam folder?

The answer often comes down to sender reputation.

Think of sender reputation as your business's credit score for email marketing. Every email you send contributes to it, and mailbox providers such as Gmail, Outlook and Yahoo use that score to decide whether your emails deserve a place in someone's inbox.

A strong sender reputation means your emails are more likely to be delivered. A poor reputation makes it increasingly difficult for subscribers to see your messages, regardless of how well they're written.

What Impacts Your Sender Reputation?

Several factors influence how mailbox providers view your emails.

Email Authentication

Authentication tells email providers that you are who you say you are.

Three records are particularly important:

  • SPF
  • DKIM
  • DMARC

These work together to verify your domain and reduce the risk of email spoofing.

If your domain hasn't been authenticated, your emails are already at a disadvantage.

Whether you're using Mailchimp, BuzzLink or another platform, authentication should be one of the first things you set up.

Spam Complaints

Every time someone clicks Mark as Spam, your sender reputation suffers.

This is why buying email lists or sending irrelevant content is so damaging.

People who didn't expect to hear from you are far more likely to report your emails as spam than simply unsubscribe.

Bounce Rates

A bounce occurs when an email can't be delivered.

Hard bounces usually mean the email address no longer exists.

Soft bounces may be caused by a full inbox or temporary delivery issue.

Regularly sending emails to invalid addresses tells email providers that you're not maintaining your database properly.

Engagement

Mailbox providers pay close attention to how recipients interact with your emails.

Positive signals include:

  • Opening emails
  • Clicking links
  • Replying
  • Forwarding emails
  • Moving emails into folders

Negative signals include:

  • Ignoring emails
  • Deleting emails immediately
  • Marking emails as spam

The more positive engagement your emails receive, the more likely future campaigns are to reach the inbox.

How to Improve Your Sender Reputation

Improving your sender reputation isn't about finding a quick fix.

It's about consistently following good email marketing practices.

Start by:

  • Authenticating your sending domain.
  • Removing inactive subscribers.
  • Sending valuable content consistently.
  • Encouraging replies from subscribers.
  • Avoiding purchased email lists.
  • Monitoring your campaign reports.
  • Maintaining a regular sending schedule.

Think of sender reputation as something you earn over time.

Every campaign either strengthens or weakens it.

Why List Hygiene Matters More Than List Size

One of the biggest myths in email marketing is that success comes from having the largest possible database.

In reality, a smaller, engaged list almost always outperforms a massive list filled with inactive subscribers.

Your email list is constantly changing.

People:

  • Change jobs.
  • Close old email addresses.
  • Lose interest.
  • Switch industries.
  • Retire.
  • Unsubscribe mentally without actually clicking Unsubscribe.

This natural decline is known as list decay, and it's something every business experiences.

Ignoring it leads to lower open rates, poor deliverability and declining campaign performance.

Signs Your List Needs Cleaning

Ask yourself:

  • Have some subscribers not opened an email in over six months?
  • Are your bounce rates increasing?
  • Have open rates steadily declined?
  • Are unsubscribe rates climbing?
  • Are spam complaints becoming more frequent?

If you answered yes to any of these questions, your list probably needs attention.

How to Keep Your List Healthy

Rather than deleting inactive subscribers immediately, try a re-engagement campaign.

For example:

"We've noticed you haven't opened our emails recently. Would you still like to receive practical email marketing tips?"

Subscribers who don't respond after several attempts are unlikely to become engaged customers in the future.

Removing them often improves:

  • Open rates
  • Click-through rates
  • Deliverability
  • Sender reputation

Quality will always outperform quantity.

Don't Buy Email Lists

Buying a database might sound like a shortcut to business growth.

It isn't.

Purchased lists typically contain:

  • Outdated email addresses
  • People who never requested your emails
  • Spam traps
  • Low-quality leads

Not only do purchased lists produce poor results, but they can seriously damage your sender reputation.

Growing your list organically takes longer, but it creates an audience that actually wants to hear from you.

That's worth far more than thousands of uninterested contacts.

Personalisation and Segmentation Are No Longer Optional

Imagine receiving these two emails.

Email One

Hello Subscriber,

We thought you'd like to know about our latest services.

Email Two

Hi Sarah,

I noticed you recently downloaded our Email Marketing Checklist. Here are three more strategies to improve your next campaign.

Which feels more relevant?

Personalisation helps your subscribers feel recognised rather than treated like another number in your database.

But effective email marketing goes far beyond simply adding someone's first name.

What Is Segmentation?

Segmentation means dividing your audience into smaller groups based on shared characteristics.

These might include:

  • Industry
  • Interests
  • Location
  • Previous purchases
  • Website activity
  • Lead source
  • Customer status
  • Event attendance

Instead of sending one generic email to everyone, you send targeted messages that better match each subscriber's needs.

Examples of Effective Segmentation

A business coach could separate:

  • New subscribers
  • Existing coaching clients
  • Course students
  • Speaking event attendees

A retail business might segment by:

  • First-time customers
  • Repeat customers
  • VIP customers
  • Abandoned carts

For my own email marketing clients, segmentation often includes:

  • Business owners
  • Marketing professionals
  • Mailchimp users
  • BuzzLink users
  • Training clients
  • Consulting clients

Each audience receives content that's directly relevant to them.

The result?

Higher open rates.

Higher click-through rates.

More enquiries.

More sales.

Simple Ways to Personalise Your Emails

Personalisation doesn't need to be complicated.

Start with:

  • First names
  • Company names
  • Previous purchases
  • Local events
  • Relevant recommendations
  • Behaviour-based automations

Modern email platforms make this surprisingly easy.

The more relevant your content becomes, the more your subscribers begin looking forward to hearing from you.

When Is the Best Time to Send Emails?

It's one of the most common questions I hear.

"What's the best day to send emails?"

The honest answer?

There isn't one perfect answer.

Every audience behaves differently.

The ideal sending time for a corporate accountant will be very different from the best time to reach parents, online shoppers or spiritual business owners.

However, there are some useful starting points.

Business-to-Business (B2B)

Generally performs well:

  • Tuesday
  • Wednesday
  • Thursday

Morning between 8:00 am and 10:00 am often performs well, as does early afternoon.

Avoid late Friday afternoons when many people are mentally switching into weekend mode.

Retail Businesses

Retail audiences often engage:

  • Tuesday
  • Thursday
  • Sunday evenings

Many people browse online outside traditional business hours.

Coaches, Consultants and Service Providers

These audiences often respond well:

  • Tuesday mornings
  • Wednesday mornings
  • Thursday afternoons

Consistency is usually more important than chasing the "perfect" time.

Spiritual Businesses

Many spiritual audiences engage outside normal office hours.

I've often seen excellent engagement:

  • Early mornings
  • Evenings
  • Sunday afternoons

This is why testing is so important.

The Best Strategy Is to Test

Rather than relying on generic advice, test your own audience.

Try sending the same type of email at different times over several months.

Compare:

  • Open rates
  • Click-through rates
  • Replies
  • Enquiries
  • Sales

You'll quickly discover patterns unique to your subscribers.

Remember, successful email marketing isn't about guessing.

It's about learning from your data and continually refining your strategy.

The businesses achieving the best results aren't lucky.

They're consistently testing, measuring and improving.

Common Mailchimp Mistakes That Hurt Your Email Open Rates

I've been working with Mailchimp for more than a decade, and while it's one of the most powerful email marketing platforms available, I regularly see businesses making the same mistakes over and over again.

The platform isn't usually the problem.

It's how it's being used.

Here are the most common mistakes I encounter.

Using One Audience for Everything

Many businesses create one large audience and send every email to every contact.

While this may seem easier to manage, it often leads to lower engagement because not every subscriber is interested in the same content.

Instead, use:

  • Tags
  • Groups
  • Segments
  • Customer journeys

This allows you to send more relevant emails without maintaining multiple audiences unnecessarily.

Ignoring Customer Journeys

One of Mailchimp's greatest strengths is automation.

Yet many businesses continue sending every email manually.

Customer Journeys allow you to automatically welcome new subscribers, nurture leads, follow up after purchases and reconnect with inactive contacts.

Automation ensures the right email reaches the right person at the right time.

Never Cleaning Your Audience

Mailchimp makes it easy to identify subscribers who haven't engaged for months.

Ignoring these contacts hurts your deliverability and open rates.

Schedule a quarterly review of your audience and either re-engage or remove inactive subscribers.

Not Authenticating Your Domain

If you're sending emails from your own business domain, authentication isn't optional.

Without SPF, DKIM and DMARC records correctly configured, your emails may struggle to reach the inbox.

This is one of the first things I check when working with new clients.

Sending Image-Heavy Emails

Beautiful emails can certainly capture attention, but relying on one large image with very little text often creates deliverability issues.

Mailbox providers prefer emails that contain a healthy balance of text and images.

Always include meaningful copy that adds value rather than relying on graphics alone.

Forgetting to Test

Mailchimp includes powerful A/B testing features, yet many businesses never use them.

Test:

  • Subject lines
  • Preview text
  • Send times
  • Calls to action
  • Email layouts

Small improvements made consistently can dramatically increase your long-term results.


Common BuzzLink Mistakes That Reduce Email Performance

BuzzLink has quickly become a popular Australian alternative for businesses wanting an all-in-one CRM and marketing platform.

Like any system, however, the results depend on how it's configured and used.

Here are some of the most common mistakes I see.

Treating BuzzLink Like a Bulk Email Tool

BuzzLink is much more than an email sender.

It's designed to combine your CRM, automations, funnels, forms and communication into one connected system.

Businesses that only use it to send newsletters are missing much of its potential.

Not Segmenting Contacts

Importing thousands of contacts and broadcasting the same message to everyone rarely produces strong results.

Instead, segment contacts by:

  • Lead source
  • Customer status
  • Interests
  • Purchase history
  • Services
  • Behaviour

The more targeted your communication becomes, the better your engagement.

Sending to Cold Contacts

If someone hasn't heard from your business for years, suddenly sending promotional emails isn't likely to produce positive results.

Instead, use a re-engagement campaign before adding inactive contacts back into your regular marketing.

Weak Automation

BuzzLink's automation capabilities are one of its greatest strengths.

Use automations to:

  • Welcome new subscribers
  • Deliver lead magnets
  • Follow up after enquiries
  • Request reviews
  • Recover abandoned enquiries
  • Nurture long-term prospects

Automation keeps your business communicating consistently without increasing your workload.

Poor CRM Management

Your CRM is only as valuable as the information it contains.

Encourage your team to keep customer records updated.

The cleaner your data, the better your personalisation and segmentation become.

Stop Obsessing Over Open Rates

Open rates are important.

But they shouldn't be the only metric guiding your decisions.

Imagine these two campaigns.

Campaign One

45% open rate.

Hardly anyone clicks.

No enquiries.

No sales.

Campaign Two

28% open rate.

Twenty people book consultations.

Five become paying clients.

Which campaign performed better?

Exactly.

Open rates are only the beginning.

The metrics that really matter include:

  • Click-through rate
  • Website traffic
  • Enquiries
  • Consultation bookings
  • Sales
  • Revenue generated
  • Conversion rate
  • Customer lifetime value

Your email marketing should support business growth, not simply produce impressive-looking reports.

Frequently Asked Questions About Email Open Rates

Why are my email open rates suddenly dropping?

A sudden drop is often caused by changes in subscriber engagement, inbox placement, sending frequency or list quality. Reviewing your recent campaigns can usually identify the cause.

How often should I clean my email list?

For most businesses, reviewing your list every three to six months is a good practice. If you're sending frequent campaigns, monthly checks may be worthwhile.

Should I remove subscribers who never open my emails?

Yes, but don't remove them immediately. Run a re-engagement campaign first. If they still don't engage, removing them will usually improve your overall performance.

Does personalisation really increase open rates?

Absolutely. Relevant, personalised emails consistently outperform generic broadcasts because subscribers feel the content has been created specifically for them.

Which is better, Mailchimp or BuzzLink?

Both platforms are excellent when implemented correctly.

Mailchimp is ideal for businesses wanting a dedicated email marketing platform with powerful automation and reporting.

BuzzLink is an excellent choice for businesses wanting an integrated CRM, marketing automation, funnels and communication platform all in one place.

The best option depends on your business goals, existing systems and growth plans.

Ready to Turn Your Email List Into Your Most Valuable Business Asset?

Every email you send is an opportunity.

An opportunity to build trust.

To strengthen relationships.

To educate your audience.

To generate enquiries.

And ultimately, to grow your business.

If your emails aren't being opened, don't assume email marketing has stopped working.

More often than not, it's your strategy, not your platform, that's holding you back.

The encouraging news is that every issue we've covered in this guide can be improved with the right approach. Whether it's refining your subject lines, improving your sender reputation, cleaning your email list or creating smarter automations, small changes often produce significant results.

I've spent more than ten years helping Australian businesses build email marketing systems that do more than send newsletters. I help businesses create strategies that nurture leads, strengthen customer relationships and generate measurable results.

Whether you're using Mailchimp, BuzzLink or another email marketing platform, I can help you:

  • Improve your email deliverability.
  • Increase your open and click-through rates.
  • Build effective automations.
  • Segment your audience for better engagement.
  • Create email campaigns that generate real enquiries and sales.
  • Develop an email marketing strategy that supports your long-term business growth.

Email marketing remains one of the most cost-effective and profitable digital marketing channels available, but only when it's done strategically.

Your next email could be the one that starts a new client relationship, fills your calendar with bookings or generates your next sale. Let's make sure it gets opened.

Ready to Improve Your Email Marketing?

If you're tired of disappointing open rates or you're not sure whether your email marketing is performing as well as it could, let's talk.

Whether you need a one-off audit, expert Mailchimp or BuzzLink support, or a complete email marketing strategy, I'm here to help.

Book a consultation today and discover how strategic email marketing can become one of the most valuable assets in your business.

How to Create a Newsletter in Mailchimp

How to Create a Newsletter in Mailchimp

A newsletter is one of the simplest ways to stay connected with your audience.

It gives you a regular opportunity to share useful content, promote your services and remind people that your business exists.

Because let's be honest, even your favourite clients are not sitting at home thinking about your business every day.

A regular newsletter helps keep you visible.

Here is how to create one using Mailchimp.

Step 1: Decide What Your Newsletter Is For

Before designing anything, decide on the purpose of your newsletter.

You might use it to:

  • Share helpful tips
  • Promote new blog posts
  • Announce products or services
  • Share business updates
  • Build relationships
  • Drive traffic to your website

Your newsletter does not need to do everything.

Choose a primary purpose.

Step 2: Decide How Often You Will Send It

Consistency matters more than frequency.

You might send:

  • Weekly
  • Fortnightly
  • Monthly

Choose a schedule you can realistically maintain.

Do not promise a weekly newsletter if you already know that you will disappear after three weeks.

Start with a schedule that works for your business.

Step 3: Create Your Newsletter Campaign

Log in to Mailchimp and create a new email campaign.

Give it a clear internal name.

For example:

October Newsletter

or:

Weekly Marketing Tips 1

This helps you stay organised when reviewing past campaigns.

Step 4: Choose Your Audience

Choose who should receive your newsletter.

This may be:

  • Your full audience
  • A particular segment
  • Subscribers interested in a specific topic

Always check that you have selected the correct recipients.

Step 5: Choose a Consistent Layout

Your newsletter should be easy to recognise.

You might use the same structure each time.

For example:

Header

Your logo or business name.

Main Feature

Your key message or article.

Helpful Tip

One practical piece of advice.

What's New

A product, service or update.

Call to Action

One clear next step.

Using a consistent structure saves time and helps readers know what to expect.

Step 6: Add Your Branding

Use your:

  • Brand colours
  • Fonts
  • Logo
  • Images
  • Voice

Your newsletter should feel like an extension of your website and business.

Consistency creates recognition.

Step 7: Write an Engaging Introduction

Start with something human.

You might:

  • Share a quick observation
  • Ask a question
  • Tell a short story
  • Mention something relevant to your audience

Then lead into your main content.

You do not need to write a formal corporate announcement unless that is genuinely your brand voice.

Write like a person.

Your subscribers are people too.

Step 8: Add Your Main Content

Focus on one key message.

This could be:

  • A new blog post
  • A business update
  • A promotion
  • A helpful tip

Keep paragraphs short and easy to scan.

If you are promoting a longer article, summarise the value and encourage people to click through to your website.

Step 9: Add a Clear Call to Action

Every newsletter should give readers a clear next step.

For example:

  • Read the Blog
  • Book a Call
  • View the Offer
  • Download the Guide
  • Learn More

Avoid adding too many competing actions.

If everything is important, nothing feels important.

Step 10: Write Your Subject Line

Your subject line should relate to the content inside.

Examples:

  • This week's email marketing tip
  • 3 things I learned this week
  • Your October business update
  • The mistake I keep seeing businesses make

Make it interesting without becoming misleading.

Step 11: Test Before Sending

Before sending your newsletter:

  • Check links
  • Review spelling
  • Check formatting
  • Preview on mobile
  • Send yourself a test

Do not skip this step.

Your subscribers should never be the first people to discover that your button leads to nowhere.

Newsletter Content Ideas

If you are wondering what to include, try:

  • A new blog post
  • A quick tip
  • A behind-the-scenes update
  • A client success story
  • A favourite tool
  • An upcoming event
  • A special offer
  • A personal lesson relevant to your business

Create a simple content bank so you are never starting from a completely blank screen.


Ready to Start Your Newsletter?

A good newsletter does not need to be complicated.

It needs to be useful, consistent and relevant to the people receiving it.

How to Create Your First Mailchimp Campaign

How to Create Your First Mailchimp Campaign

Creating your first Mailchimp campaign can feel intimidating.

You are choosing an audience, writing a subject line, designing an email and then, eventually, pressing send.

And yes, pressing send for the first time can feel slightly dramatic.

But once you understand the process, creating campaigns becomes much easier.

Here is how to create your first Mailchimp email campaign step by step.

Step 1: Decide What Your Email Is About

Before opening the campaign builder, decide on one main purpose.

Your email might:

  • Share a blog post
  • Promote a product
  • Announce a service
  • Share helpful advice
  • Invite people to an event
  • Promote a webinar

Try to focus on one main message.

An email that tries to promote five different things often results in subscribers doing none of them.

Step 2: Create a New Campaign

Log in to Mailchimp.

Navigate to the campaign area and choose the option to create a new email campaign.

Give your campaign an internal name that makes sense.

For example:

September Newsletter

or:

Mailchimp Beginner Blog Promotion

Your subscribers will not normally see this internal campaign name, so use something that helps you stay organised.

Step 3: Choose Your Audience

Next, choose who will receive your email.

You may send it to:

  • Your full audience
  • A segment
  • A group
  • Contacts with a specific tag

If you are just starting and everyone on your list has joined for the same reason, sending to your full audience may make sense.

As your list grows, you can become more targeted.

Step 4: Set Your Sender Details

Check:

  • From name
  • From email address
  • Reply-to email address

Use a name your subscribers recognise.

For example:

Anne C Clark

is more recognisable than something generic like:

Marketing Team

unless your audience actually knows and expects emails from a marketing team.

Step 5: Write Your Subject Line

Your subject line should encourage someone to open the email.

Aim for something that is:

  • Clear
  • Relevant
  • Specific
  • Interesting

For example:

5 ways to grow your email list

is clearer than:

A quick update

The first tells people exactly what they may gain from opening the email.

Step 6: Add Preview Text

Preview text is the additional text that may appear beside or underneath your subject line in someone's inbox.

Use it to add context.

For example:

Subject: 5 ways to grow your email list

Preview text: Simple strategies you can start using this week.

Do not waste this space by repeating the subject line.

Step 7: Choose a Template or Layout

Mailchimp provides templates and layout options to help you design your email.

Choose a layout that suits your content.

For a simple email, you may only need:

  • A heading
  • Some text
  • An image
  • A button

You do not need to use every available content block.

Simple emails are often easier to read.

Step 8: Write Your Email

A simple structure could be:

Opening

Start with something that connects with the reader.

Main Content

Share your main message, tip, update or offer.

Call to Action

Tell the reader what to do next.

For example:

  • Read the Article
  • Download the Guide
  • Book Your Spot
  • Learn More
  • Get Started

Make the next step obvious.

Step 9: Add Your Links

Check every link.

This includes:

  • Buttons
  • Images
  • Text links
  • Social links

For Mailchimp-related content, you can include your affiliate link where it is relevant.

For example:

START USING MAILCHIMP TODAY

Make sure the link naturally fits the content.

Step 10: Preview Your Email

Before sending, preview your campaign.

Check:

  • Spelling
  • Grammar
  • Images
  • Links
  • Button text
  • Formatting
  • Mobile appearance

Pay particular attention to mobile.

A large percentage of your subscribers may read your email on their phone.

Step 11: Send a Test Email

Always send yourself a test.

Open it on:

  • Desktop
  • Mobile
  • Different email applications if possible

Click every link.

Check every button.

Read the email from the perspective of your subscriber.

Step 12: Send or Schedule Your Campaign

Once everything looks correct, you can choose to send immediately or schedule your campaign.

When choosing a time, think about when your audience is likely to engage.

Over time, your campaign results can help you understand what works best for your audience.

Step 13: Review Your Results

After sending, review your campaign performance.

Look at metrics such as:

  • Opens
  • Clicks
  • Engagement
  • Unsubscribes

Do not obsess over one campaign.

Look for patterns over time.

Email marketing improves when you learn from what your audience actually does.

First Campaign Checklist

Before pressing send:

I have one clear purpose.

I selected the correct audience.

My sender details are correct.

My subject line is clear.

My preview text adds value.

My email is easy to read.

My links work.

My call to action is clear.

I checked the mobile version.

I sent myself a test.

Ready to Create Your First Campaign?

How to Import Contacts into Mailchimp

How to Import Contacts into Mailchimp

If you already have an email list, adding every contact individually to Mailchimp would be enough to make anyone question their life choices.

Fortunately, you can import multiple contacts at once.

Before you upload anything, though, take a few minutes to prepare your data.

A clean spreadsheet makes importing contacts much easier and helps prevent errors inside your audience.

Step 1: Check That You Have Permission

Before importing contacts into Mailchimp, make sure you have permission to send them marketing emails.

Your list may include people who:

  • Subscribed through your website
  • Opted in to receive marketing
  • Registered for a relevant event
  • Downloaded a resource and agreed to receive emails
  • Became customers or clients under circumstances where you have the appropriate permission to market to them

Do not upload an old spreadsheet simply because it contains email addresses.

Quality is more important than quantity.

Step 2: Prepare Your Spreadsheet

Before importing, organise your spreadsheet.

A basic spreadsheet might include columns for:

Email Address First Name Last Name Source
jane@example.com Jane Smith Website
mark@example.com Mark Jones Webinar

Make sure each column has a clear heading.

Remove:

  • Duplicate contacts
  • Obvious spelling errors
  • Blank rows
  • Contacts you no longer have permission to email

The cleaner your spreadsheet, the easier the import process.

Step 3: Save Your File

Mailchimp supports common file formats for importing contacts, including CSV files.

CSV files are often the simplest option because they allow your contact information to be organised into columns.

Before uploading, save a copy of your original spreadsheet.

That way, if something goes wrong, you still have the original data available.

Step 4: Go to Your Audience

Inside Mailchimp, navigate to your Audience.

Look for the option to add or import contacts.

Choose the import option.

You may be presented with different ways to add contacts depending on your account and setup.

Select the option that allows you to upload your file.

Step 5: Upload Your Contact File

Choose your prepared spreadsheet and upload it.

Mailchimp will read the information and display the columns it has detected.

Before continuing, check that the correct file has been uploaded.

Uploading the wrong spreadsheet is surprisingly easy when your desktop contains files called:

FINAL.csv

FINAL2.csv

FINAL_USE_THIS_ONE.csv

FINAL_ACTUALLY_THIS_ONE.csv

We have all been there.

Step 6: Match Your Fields

Mailchimp will ask you to match the columns from your spreadsheet with the appropriate audience fields.

For example:

Spreadsheet Column Mailchimp Field
Email Address Email Address
First Name First Name
Last Name Last Name

Check these carefully.

Your email address column must be matched correctly.

If you have additional information, such as business name or location, match those fields as well if they are relevant to your audience.

Step 7: Add Tags During the Import

One of the most useful things you can do during an import is apply a tag.

For example:

  • Previous Customer
  • Website Subscriber
  • Webinar Attendee
  • Lead Magnet
  • Client
  • Event

This allows you to identify where the imported contacts came from.

Later, you may want to create a campaign specifically for people imported from a particular event or customer group.

Adding a tag now can save you time later.

Step 8: Review the Contacts Before Completing the Import

Before finalising the import, review:

  • The number of contacts
  • The fields being imported
  • The tags being applied
  • The contact status
  • Any warnings or errors

Take your time.

This is much easier than trying to untangle a messy import later.

Step 9: Complete the Import

Once everything looks correct, complete the import.

Depending on the size of your list, the process may take a little time.

When complete, review your audience.

Check several contacts individually to make sure:

  • Names appear correctly
  • Email addresses are correct
  • Tags have been applied
  • Additional information appears in the correct fields

Step 10: Clean Up Any Issues

If you notice problems, deal with them before moving on.

Common issues include:

  • First and last names appearing in the wrong fields
  • Incorrect email addresses
  • Duplicate records
  • Missing information
  • Incorrect tags

Fixing problems while the import is still fresh in your mind is much easier.

Common Contact Import Mistakes

Importing Everyone You Have Ever Met

Just because someone emailed you once in 2019 does not mean they want your newsletter.

Not Cleaning Your Data

A messy spreadsheet can create a messy audience.

Forgetting Tags

Knowing where your contacts came from is valuable information.

Mapping Fields Incorrectly

Always review field matching before completing the import.

What Happens After You Import Your Contacts?

Once your contacts are imported, you are ready to start using your audience.

Your next steps may include:

  1. Reviewing your audience.
  2. Creating segments.
  3. Building a signup form.
  4. Creating your first campaign.
  5. Setting up a welcome email.
  6. Starting a regular email marketing strategy.

Ready to Import Your Contacts?