If you're doing something right, and it's making an impact, your competitors will pick up on it. If your competitors start changing their own strategies and tactics, and if it seems like they might be doing this in response to your campaign, it's worth looking into. Identify your main competitors and analyse how their own email messaging has changed (if at all) during your campaign.
For example, you may analyse the journeys on your website and identify that people who visit a page is more likely to purchase than those who do not visit that page. With behavioural data pointing towards the potential for this page, it would be worth testing whether offering a bespoke content message or discount offer to users when they arrive at that page drives conversions. It could be that your customers have left items in their baskets and not completed their purchase, like this example here from Nordstrom:
Alternatively, at least, an eye-catching design. It’s worth letting a proper designer have a go at prettifying your emails. Customers are often opening emails on the go, so you need to work hard to grab their attention. Making your emails nice to look at is a brilliant way to hold their eye. Netflix put time and effort into making their emails stand out, personally and visually – and it pays off for them!
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Technology has a significant impact on consumers’ expectations, and those expectations impact how subscribers engage with your email marketing. Brands need to continually demonstrate that they know their customer, which can make it a challenge to stay on top of the evolving context of marketing. An email strategy can make all the difference between building a relationship with your customers and sinking without trace.