Squarespace Email Campaigns Advanced
Learning Objectives
- Set up email campaigns that consistently reach subscribers' inboxes
- Create targeted campaigns that engage different audience segments
- Use performance data to improve campaign results and increase sales
Introduction
Email marketing through Squarespace gives you direct access to your audience's inbox. When done right, it builds relationships and drives sales. When done poorly, your emails end up in spam folders or get ignored entirely.
This chapter covers the advanced tactics that separate successful email campaigns from the ones that fall flat. You'll learn how to ensure your emails actually get delivered, how to keep subscribers engaged, and how to turn those engaged subscribers into customers.
Lessons
Setting Up Email Deliverability
Getting your emails into inboxes instead of spam folders requires following specific rules and best practices.
Step 1: Build Permission-Based Lists
Only add people who have explicitly agreed to receive your emails. Use Squarespace's built-in signup forms on your website, and never purchase email lists or add people without their consent.
Step 2: Authenticate Your Domain
Go to Settings > Email Campaigns > Sender Details in your Squarespace dashboard. Add your custom domain and verify it through the DNS settings. This tells email providers your emails are legitimate.
Step 3: Monitor Your Reputation
Check your campaign analytics regularly for bounce rates above 5% or spam complaints above 0.1%. High numbers in either category will hurt your deliverability for future campaigns.
Step 4: Clean Your List Regularly
Remove subscribers who haven't opened or clicked your emails in the past 6 months. These inactive contacts drag down your engagement rates and signal to email providers that your content isn't valuable.
Creating Targeted Campaigns
Generic emails get generic results. Targeted campaigns perform significantly better because they speak directly to what each group of subscribers wants.
Step 1: Segment Your Audience
In your Squarespace Email Campaigns dashboard, create segments based on:
- Purchase history (customers vs prospects)
- Website behaviour (which pages they visit)
- Email engagement (active vs less active subscribers)
- Demographics (location, age, interests)
Step 2: Match Content to Segments
Write different emails for different segments. New subscribers get welcome sequences and introductory content. Existing customers get product updates and exclusive offers. Inactive subscribers get re-engagement campaigns.
Step 3: Time Your Sends
Use your analytics to identify when each segment is most likely to open emails. Go to Email Campaigns > Analytics to see open rates by day and time. Schedule campaigns during your audience's peak engagement hours.
Optimising for Sales
Email campaigns can directly impact your revenue when you focus on moving subscribers through your sales process.
Step 1: Create Clear Customer Paths
Each email should have one primary goal. Whether that's driving traffic to a product page, promoting a sale, or encouraging newsletter signups, make the next step obvious with a prominent call-to-action button.
Step 2: Use Behavioural Triggers
Set up campaigns that respond to subscriber actions:
- Welcome series for new subscribers
- Abandoned cart reminders for e-commerce customers
- Follow-up emails after purchases
- Re-engagement campaigns for inactive subscribers
Step 3: Test and Measure Everything
Track these key metrics in your Squarespace analytics:
- Open rates (aim for 20-25% or higher)
- Click-through rates (aim for 3-5% or higher)
- Conversion rates (subscribers who take your desired action)
- Revenue per email sent
Practice
Review your last three email campaigns in Squarespace. Identify which had the highest open rates and click-through rates. What did those successful campaigns have in common? Apply those elements to your next campaign.
Create two audience segments based on engagement level: active subscribers (opened emails in the last 30 days) and inactive subscribers (no opens in the last 90 days). Plan different content approaches for each group.
FAQs
How can I stop my Squarespace emails going to spam?
Focus on list quality over quantity. Only email people who opted in, avoid spam trigger words like "free" or "urgent" in subject lines, and maintain good engagement rates by sending relevant content regularly.
Can I personalise emails beyond just using names?
Yes, Squarespace allows you to personalise based on any information you collect about subscribers. This includes location, purchase history, and website behaviour. Use this data to send more relevant content.
How often should I email my subscribers?
This depends on your audience and content quality. Start with weekly emails and adjust based on engagement rates and unsubscribe rates. If engagement drops, reduce frequency. If people want more, increase it.
What's the best day and time to send emails?
Check your Email Campaigns analytics to see when your specific audience is most active. Generally, Tuesday through Thursday between 10am-2pm works well, but your audience might be different.
Jargon Buster
- Email Deliverability: The percentage of emails that successfully reach subscribers' inboxes rather than spam folders or bouncing back
- Segmentation: Dividing your email list into smaller groups based on shared characteristics to send more targeted content
- Open Rate: The percentage of recipients who open your email campaign
- Click-Through Rate: The percentage of email recipients who click on links within your email
- Bounce Rate: The percentage of emails that can't be delivered to recipients' inboxes
Wrap-up
Successful email marketing on Squarespace comes down to three fundamentals: getting your emails delivered, sending relevant content to the right people, and measuring what works.
Start by ensuring your technical setup is correct with proper domain authentication and list hygiene. Then focus on creating segments and tailored content for each group. Finally, use your analytics to continuously improve your results.
Your next step is to audit your current email setup and implement the deliverability improvements covered in this chapter. Once that's solid, create your first segmented campaign and measure the results against your previous unsegmented sends.