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Jun 25, 2025 09:35 PM
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Squarespace
email marketing
email campaigns
email engagement
email customization
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AI summary
To improve email campaigns, focus on compelling subject lines, clear content, list building, and legal compliance. Use personal touches, test emails, and analyze performance to enhance engagement and effectiveness.
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How to Build Better Email Campaigns with Squarespace
Your Squarespace email campaigns can work much harder for you. Here's how to get more opens, clicks, and sales from the emails you're already sending.
Write Subject Lines That Get Opened
Your subject line determines whether someone opens your email or deletes it. Keep it under 75 characters and be specific.
Instead of "Big news!" try "Grand Opening in SoHo!"
The preview text (the snippet that appears after your subject line) matters just as much. Use it to offer a clear benefit or ask a question that makes people curious.
Keep Your Content Focused
Each email should have one clear message and one call to action. If you're promoting a sale, don't also try to share your latest blog post. Pick one goal per email.
Your design should support this focus:
- Use high-contrast colours for your call-to-action button
- Keep images under 500KB so they load quickly
- Make sure all your images are the same width for a cleaner look
Quick tip: Use transparent PNG files for logos and graphics. They'll look better if someone's reading your email in dark mode.
Build Your List the Right Way
A smaller list of engaged subscribers beats a massive list of people who never open your emails. Here's how to grow yours properly:
- Add clear sign-up forms to your website (make them easy to spot)
- Clean out inactive subscribers every few months
- Use incentives that actually match what your audience wants
Don't buy email lists or add people without permission. It's not just bad practice – it's often illegal.
Stay Legal
You need to follow email marketing laws like CAN-SPAM (US), CASL (Canada), and PECR (UK). The basics are simple:
- Only email people who've given permission
- Make it easy to unsubscribe
- Include your business address
Squarespace adds unsubscribe links automatically, but make sure yours is working properly.
Test Before You Send
Send test emails to yourself and a few others before hitting send on your campaign. Check how it looks on different devices and email clients.
Look at your campaign performance regularly. Which subject lines get the best open rates? What content gets the most clicks? Use this data to improve your next campaign.
Make It Personal
Use Squarespace's mail merge tags to add personal touches like the recipient's name. It's a small change that can improve your click rates significantly.
Common Questions
Can I customise emails for different subscribers?
Yes, use mail merge tags to add personal details like names automatically.
Do I need to add my own unsubscribe link?
No, Squarespace includes one automatically in every campaign.
Can I send test emails to multiple people?
Yes, and you should. Get feedback before sending to your full list.
What These Terms Mean
- CAN-SPAM: US law setting standards for commercial email
- CASL: Canada's anti-spam legislation
- PECR: UK regulations for electronic communications
- Mail merge tags: Code that automatically inserts personal information like names
The Bottom Line
Good email campaigns aren't about fancy designs or clever tricks. They're about sending useful content to people who want to receive it, making it easy to read, and following the law.
Start with one improvement – maybe better subject lines or cleaning up your subscriber list. Test it, measure the results, then move on to the next improvement.
Your email campaigns should feel like a natural extension of your brand, not a separate marketing channel. Keep them consistent with your website's tone and design, and always put your subscribers' needs first.