Running Squarespace Email Campaigns That Actually Work
TL;DR:
- Set up proper sender details and verify your domain to avoid spam filters
- Build your mailing list through website forms and always get consent first
- Use custom email addresses instead of Gmail or personal accounts
- Write compelling subject lines and preview text to boost open rates
- Track performance with Squarespace analytics and refine your approach
- Start with automated welcome emails and recycle blog content into campaigns
Getting your first Squarespace email campaign right means covering the basics before you hit send. Most people skip the setup steps and wonder why their emails end up in spam folders or get poor engagement.
Setting Up Your Campaign Foundation
Configure Your Sender Details
You can't send anonymous emails through Squarespace. Set up your sender name and email address in the campaign settings. This appears in the "From" field and helps recipients recognize your emails.
Build Your Mailing List Properly
Add subscription blocks to your website to collect emails organically. You can also import an existing list using a CSV file, but only if you have proper consent from those subscribers. Never buy email lists or add people without permission.
Meet Legal Requirements
Add your business address to email footers. If you work from home, use a P.O. Box to keep your personal address private. This is required by law in most countries.
Avoiding Spam Filters
Email deliverability problems kill campaigns before they start. Here's how to stay out of spam folders:
Use a Custom Email Address: Ditch Gmail or other personal email services for your sender address. Set up a custom email that matches your domain (like hello@yourdomain.com). This builds trust and improves deliverability.
Verify Your Domain: If you bought your domain outside Squarespace, make sure it's properly verified. Unverified domains get flagged by spam filters more often.
Creating Effective Campaigns
Design Your Email
Pick a template that matches your brand and customize the fonts and colors. Keep your design consistent with your website so subscribers recognize your emails immediately.
Write Better Subject Lines
Your subject line determines whether people open your email. Keep it under 50 characters and make it specific. "New blog post about SEO tips" works better than "Check out our latest content."
Don't forget the preview text. This appears after the subject line in most email clients and gives you another chance to grab attention.
Test Before Sending
Always send a test email to yourself first. Check how it looks on mobile and desktop. Most people read emails on their phones, so mobile formatting matters.
Tracking and Improving Performance
Squarespace provides analytics for open rates, click rates, and unsubscribes. Pay attention to these numbers:
- Open rates below 20%: Your subject lines need work or your sender reputation is poor
- Low click rates: Your content isn't engaging enough or your call-to-action isn't clear
- High unsubscribe rates: You're sending too frequently or your content doesn't match expectations
Advanced Features Worth Using
Set Up Automation
Create automated welcome emails for new subscribers. These get higher open rates than regular campaigns and help set expectations for your content.
Recycle Your Content
Turn your blog posts into email campaigns. This keeps your list engaged and drives traffic back to your website. Don't just copy and paste though – write a summary and tease the full article.
Grow Your List
Add signup forms to multiple places on your website. The footer, about page, and blog sidebar all work well. You can also use promotional pop-ups, but don't make them too aggressive or you'll annoy visitors.
FAQs
Do all Squarespace plans include Email Campaigns?
No. You get a free trial with three campaigns, then you need to upgrade to a paid email plan. Check your current plan details to see what's included.
Can I personalize emails with subscriber names?
Yes, using mail merge tags. You can insert names, locations, or other subscriber data into your emails automatically.
Are automated emails available on all plans?
No, they're not included in the trial version and some older plans. Check your plan features to confirm what's available.
What happens if I don't verify my domain?
Your emails are more likely to end up in spam folders, and some email providers might block them entirely.
Jargon Buster
Blast Campaign: A one-time email sent to your entire list or selected segments
Mail Merge Tags: Dynamic placeholders that automatically fill in subscriber information like names or locations
Domain Verification: A process that proves you own your domain, improving email deliverability
Open Rate: The percentage of recipients who opened your email
Click Rate: The percentage of recipients who clicked a link in your email
Wrap-up
Squarespace Email Campaigns work well when you set them up properly from the start. Focus on getting the technical bits right first – sender details, domain verification, and proper list building. Then work on creating content that actually helps your subscribers.
Start small with a simple welcome sequence, then build from there. Most businesses see better results from consistent, helpful emails than from complicated campaigns.
Ready to take your Squarespace skills further? Join the Pixelhaze Academy for more in-depth training and support.