How to Fix Underperforming Email Campaigns

It’s easy to write off email as yesterday’s marketing tool, but it can still seriously deliver. Email marketing boasts an average ROI of $42 for every $1 spent—and 18% of brands are earning even more, with returns upwards of $70 per dollar. Email marketing is direct, personal, measurable, and—when done well—ridiculously effective.

So why are so many brands still seeing flat performance in their inboxes?

Because it’s not email that’s broken. It’s the strategy behind it.

Whether your list has gone cold or your campaigns are running on autopilot, this guide will help you diagnose what’s not working, rebuild your email program with intention, and optimize for results. Because for fashion brands looking to scale, a healthy email marketing strategy isn’t optional—it’s essential.

Diagnosing the Problem—What’s Not Working?

If your emails are falling flat, it’s time to take a hard look at the signs. Underperforming email programs often show symptoms like:

• Low open or click-through rates
• High unsubscribe or spam complaints
• No noticeable impact on sales
• Inconsistent sending schedules or tone

Other red flags to watch for:

• Flows that haven’t been updated in 6+ months
• Newsletters that go to your entire list with no segmentation
• A “blast-first, strategy-later” approach

These issues don’t just hurt engagement—they can damage your domain reputation and make it harder to reach inboxes in the future. But don’t panic. Let’s fix it, one step at a time.

Rebuilding Your Foundation—Flows First

Before you send another newsletter, get your automations in order. Why? Because email flows work 24/7, converting customers while you sleep.

Every brand should have at least four foundational flows:

• Welcome Flow – Introduce your brand, set expectations, and share a first offer
• Abandoned Cart Flow – Remind shoppers of what they left behind
• Post-Purchase Flow – Say thank you, offer styling tips, and suggest complementary items
• Win-Back Flow – Re-engage customers who haven’t shopped or clicked in months

Some brands thrive with four or five flows. Others need 14. The key is to test, tweak, and find your flow sweet spot. These automated sequences often generate the highest ROI across your entire marketing mix—don’t overlook them.

Reimagining Your Campaigns—Think Like Your Customer

Flows are foundational. But campaigns—aka your one-off newsletters—are your chance to show up consistently, creatively, and with value.

Strong campaigns have:

• Clear goals: Are you educating, promoting, or building community?
• Value-first content: Offer tips, styling advice, or founder insights—not just discount codes
• Fresh creative and storytelling: Think editorial-style visuals, founder Q&As, or collection deep-dives

And don’t send the same email to everyone.

Instead, segment by:

• Purchase history
• Engagement level
• Product preferences
• Email behavior

Email is a relationship. Every message should either build trust, deliver value, or invite action. Sending with intention—and always thinking about what your audience wants to see, not just what you want to say—is invaluable.

Design & Deliverability—The Overlooked Essentials

You could have the best content in the world, but if your emails don’t render well—or don’t reach inboxes at all—it won’t matter.

Here’s what every brand should prioritize:

• Mobile optimization – 68% of online shopping orders in 2024 came from mobile devices
• Clear hierarchy – Your CTA should be easy to find and act on
• Branded visuals + plain text fallback – Great design meets accessibility
• Verified sending domain – Builds trust and keeps you out of spam folders
• Avoiding spam triggers – Steer clear of all caps, excessive punctuation, and generic subject lines

Pro tip: Audit your emails regularly. Check how they load on various devices, review broken links, and ensure they still reflect your current branding.

Subject Lines & CTAs—Small Changes, Big Results

Subject lines are your first impression—and your biggest gatekeeper to opens.

Tips for subject line success:

• Keep it under 50 characters
• Add urgency, curiosity, or clarity
• Test emojis, personalization, and formatting
• Avoid spammy language (“Free!!!” “CLICK NOW”)

Once they open, don’t waste the opportunity. A strong call-to-action (CTA) is what turns interest into clicks—and clicks into sales.

Make sure your CTA:

• Focuses on one action only
• Uses benefit-driven language
• Is easy to find and tap

Instead of “Click Here,” try “Discover Our New Collection” or “Shop the Top-Rated Styles.”

A/B test both subject lines and CTAs regularly to learn what your audience responds to.

Let the Data Lead

Sending emails without tracking performance is like driving blindfolded.

Monitor key metrics like:

• Open Rate – Are your subject lines and sender name compelling?
• Click-Through Rate (CTR) – Is your content delivering value and inviting action?
• Conversion Rate – Are readers actually purchasing?
• Unsubscribe/Spam Rate – Are you annoying your list or misaligned in messaging?

Use industry benchmarks as a litmus (like an average retail open rate of 33.8% and click rate of 1.11%), but the trends in your own data matter more.

Look at:

• What types of content generate what types of consumer responses
• Which days and times yield the best engagement
• Which flows drive the most revenue
• Which flows drive the least revenue
• What types of content is converting least

What to Do If You’ve Let Your Email Strategy Slide

If your email program has been neglected (no judgment—it happens), it’s never too late to revive.

Here’s how:

• Start with a “We Miss You” or exclusive welcome-back message
  • Don’t hit your full list all at once—warm up your domain with smaller, engaged segments
• Focus first on your most active subscribers: people who’ve clicked, opened, or purchased recently
• Rebuild with consistent, value-driven content—no firehose of promos, please

Pro tip: Don’t expect results overnight. A healthy email program takes time, testing, and consistency—but the payoff is worth it.

A Healthy Email Program Drives Real Growth

With the number of email users expected to reach 4.59 billion by the end of 2025 and over half of consumers making purchases directly from emails, this channel isn’t going anywhere.

The difference between a revenue-generating email strategy and a forgettable one lies in intention, segmentation, strategy, and storytelling.

And the brands seeing serious results from email aren’t winging it. They’re building smart, strategic programs that prioritize customer relationships—and consistently deliver value.

So no, email isn’t dead. But if your results are? It’s time for a strategy refresh.

Pink Sheep Publicity builds bold, data-backed email strategies for fashion and lifestyle brands that want to scale. If you’re ready to turn your list into your most powerful sales and storytelling tool, we’re here to help.