Secondly, Carter urged brands to segment their emails as this will ensure consumers are not just more engaged with the content but can build up a longer-term relationship with the brand as a result.
Thirdly, Carter said that engagement should be a priority for businesses, but not to the point of irritation. Personalised and targeted emails produce the best results, Carter claimed, but businesses should also limit the frequency of their messages and ensure they're not sending too many.
The fourth tip involved images, with Carter explaining that a few good quality images will work better than scores of larger, poor-quality ones. As images take longer to load than text, Carter urged marketers to limit the number of images they use and only go for those which are highly relevant or of great quality.
Lastly, Carter told businesses they should always be testing their campaigns.
"Split testing your email message can significantly improve your conversions, click-through and open rates," she told hawthorneblog.com.