9 Strategies for Testing Email Designs Across Different Mobile Devices

9 Strategies for Testing Email Designs Across Different Mobile Devices

9 Strategies for Testing Email Designs Across Different Mobile Devices

In the fast-evolving mobile landscape, ensuring your email designs shine on every screen is crucial. We’ve gathered insights from business owners to CEOs, detailing their strategies from using testing tools for email consistency to combining automated and hands-on testing. Discover the top nine expert tips for testing and enhancing the performance and rendering of your emails across diverse mobile devices and platforms.

  • Use Testing Tools like Litmus
  • Analyze Client Usage for Targeted Testing
  • Optimize for Dark Mode Compatibility
  • Simulate Devices for Layout Optimization
  • Test on Actual Devices, Optimize Images
  • A/B Test for Mobile Display Improvements
  • Tailor Email Design by Device Type
  • Revise Based on Real-World Data
  • Combine Automated and Hands-On Testing

Use Testing Tools like Litmus

Testing email designs across various mobile devices and platforms is crucial to ensure consistent performance and a positive user experience. I typically use email testing tools like Litmus or Email on Acid, which allow me to preview how emails will render on different devices, email clients, and screen sizes. These tools help catch issues like broken layouts, missing images, or poor readability before the email goes live.

In one scenario, we were preparing a promotional email for a major campaign. During testing, we discovered that the email’s layout was breaking on older Android devices, causing important call-to-action buttons to disappear below the fold. If we hadn’t caught this, a significant portion of our audience might have missed the key messages and offers. We quickly adjusted the design by simplifying the layout and using responsive coding techniques to ensure the email displayed correctly across all devices.

This testing and subsequent adjustment led to a higher click-through rate than initially projected, proving how essential it is to thoroughly test emails in diverse environments. By making these changes, we ensured that the campaign reached and engaged as many recipients as possible, regardless of their device.

Andrew Lee JenkinsAndrew Lee Jenkins
Owner, Andrew Lee Jenkins


Analyze Client Usage for Targeted Testing

To test and optimize email designs across various mobile devices and platforms, I analyze email client usage statistics from our email marketing platform. This data reveals the devices and platforms used by our subscribers, enabling targeted testing. For instance, during a recent campaign, we discovered our emails were not rendering correctly on Outlook for iPhone. We tested and fixed the issue, resulting in a significant improvement of 20% in open rates and 15% in click-through rates.

Abdullah PremAbdullah Prem
Digital Marketer, Bloggersneed


Optimize for Dark Mode Compatibility

We utilize a really great testing tool called Litmus to test the performance and rendering of our email designs across mobile devices and email inboxes. Over the last few years, dark-mode email design has been of increasing importance. While it’s not easy to use a tool to test how many users employ dark mode on their device by client email audience, we can use general guidance to assume more than 50% of an audience uses dark mode on their device.

By creating a set of best practices to ensure cross-device compatibility of design, while optimizing that same design to appear aesthetically pleasing and legible on both dark and light modes, we’ve seen increases in our clients’ CTR by over 30% on average! It pays to go the extra mile, and tools like Litmus enable our team to provide the best-performing email designs that convert for our clients.

Erin SiemekErin Siemek
CEO, Forge Digital Marketing, LLC


Simulate Devices for Layout Optimization

To ensure email designs look great on all devices, I use comprehensive testing tools that simulate various screen sizes and platforms. Once, a test revealed that our emails were clipping on certain mobile devices. By adjusting the layout and optimizing images, we improved readability and click-through rates by 30%. Regular testing and tweaks are crucial—what looks perfect on one device might need fine-tuning to shine on another.

David WilfongDavid Wilfong
Founder and CEO, DavidWilfong


Test on Actual Devices, Optimize Images

As an email marketing agency, we extensively test how our designs render across major email clients and mobile devices. For a recent product launch email, initial tests showed the images weren’t displaying properly on older Android phones.

We reduced image sizes and simplified the layout. Re-testing showed it now displayed perfectly everywhere. When it launched, open and click rates on Androids rose over 25%.

Testing is key to optimization. While emulators provide an overview, always double-check on actual devices, especially older models. Minor tweaks to improve compatibility can significantly impact metrics. For best results, make testing and optimization ongoing parts of your email marketing strategy.

Kevin WattsKevin Watts
President & Founder, Raincross


A/B Test for Mobile Display Improvements

As an experienced marketing professional, email testing is crucial to providing the best experience for clients and their customers. Recently, while optimizing an e-commerce client’s abandoned-cart email campaign, A/B testing uncovered issues with how the email’s product gallery displayed on certain Android devices.

We rebuilt the email to show one product image at a time, with clear “next” and “previous” buttons for navigation. Open rates increased over 15%, and revenue from the campaign was up 12% after launch.

Continuous testing and optimization are key. Even small changes, like improving how images or CTAs display on mobile, can drive significant improvements in engagement and ROI. For any email campaign, we test on multiple devices and OS versions to identify any rendering or UX issues before launch. The time invested in rigorous testing pays off in stronger campaign performance and happier clients.

Joseph YarberJoseph Yarber
Director of Operations, Limestone Digital


Tailor Email Design by Device Type

I would suggest you take a moment to appreciate the complexity of the digital environment. With smartphones, tablets, laptops, and desktops all being used to access emails, it’s essential to tailor email design for each device type. Start by analyzing email client usage statistics. Most email marketing platforms offer this data, which will reveal the devices and platforms subscribers use most.

For example, a small online boutique called Zephyr Trends found that 60% of their subscribers accessed their emails on mobile devices, mainly iPhones. By identifying the most popular devices and platforms among subscribers, you can prioritize optimization efforts and ensure the best experience for the majority of the audience.

Arvind RongalaArvind Rongala
CEO, Edstellar


Revise Based on Real-World Data

As CEO of Refresh Digital Strategy, email marketing campaigns are a core part of our service offering. We thoroughly test each email design on at least 10 mobile devices to optimize the experience for our clients’ audiences.

Last year, we launched a promotional email campaign for an e-commerce client that performed well in testing, but open rates dropped significantly on iPhones after launching. We quickly identified the call-to-action button as the issue, simplified the design, and retested. The updated email recovered open rates to exceed the campaign’s targets.

Constant testing and a willingness to revise campaigns based on real-world data are key. Seemingly minor changes can drive major improvements in open rates, CTRs, and other KPIs. For email marketers, testing on multiple devices should be standard; the time invested in optimizing the design and ensuring the best experience for recipients pays off in performance.

Alexander PalmiereAlexander Palmiere
Founder & CEO, Refresh Digital Strategy


Combine Automated and Hands-On Testing

We rigorously test email designs across a wide range of devices to ensure flawless performance. We rely on robust platforms like Litmus for the heavy lifting, but personally, I also love getting hands-on with actual phones and tablets to catch any sneaky rendering issues. This combo approach recently helped us squash a pesky display bug on older mobile devices, significantly increasing our client’s click-through rates and overall campaign success.

Alexandra BrownAlexandra Brown
Visual Designer, Oak Theory


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How to Effectively Use Interactive Polls and Surveys in Email Campaigns

How to Effectively Use Interactive Polls and Surveys in Email Campaigns

How to Effectively Use Interactive Polls and Surveys in Email Campaigns

To help you effectively integrate interactive polls and surveys into your email campaigns, we asked experts including CEOs and SVPs this question for their best strategies. From boosting engagement with one-click surveys to using surveys for market research, here are the top seven tips these leaders shared on increasing subscriber engagement and response rates.

  • Boost Engagement with One-Click Surveys
  • Help Your Audience Feel Valued
  • Engage Newsletter Subscribers with Trends and Discounts
  • Reveal Results Later to Create Anticipation
  • Keep Interactions Simple and Effective
  • Embed Single-Question Polls for Engagement
  • Use Surveys for Market Research

Boost Engagement with One-Click Surveys

At SurveyStance, we’ve successfully boosted engagement by integrating our One-Click Survey into email campaigns. This interactive feature allows subscribers to provide instant feedback with a simple thumbs-up or thumbs-down, followed by an optional comment on what they liked or didn’t like.

For instance, in one of our email campaigns, we asked subscribers to rate that blog post directly within the email. With just one click, they could share their thoughts. The results were analyzed, and the information was used in future posts. After taking the feedback into action, we saw a 40% increase in email click-through rates and a 25% boost in overall response rates compared to our usual campaigns.

This approach not only made our emails more engaging but also provided valuable insights. By making feedback quick, easy, and fun, we strengthened our connection with subscribers, turning passive readers into active participants.

Natalie NicoleNatalie Nicole
Head of Customer Success & Experience, SurveyStance


Help Your Audience Feel Valued

At RecurPost, we’ve found that incorporating interactive polls and surveys into our email campaigns has significantly boosted subscriber engagement. For instance, we ran a campaign asking our subscribers to vote on features they would like to see in our next product update. This not only made our audience feel valued but also provided us with actionable insights. The result was a 40% increase in our email open rates and a 25% rise in click-through rates, showing the power of direct subscriber involvement.

One specific example stands out: We conducted a survey to gather feedback on our user-interface design. By embedding a simple, interactive poll in our email, we not only made it easy for subscribers to share their opinions but also spiked our engagement levels. The survey had an impressive 60% completion rate, and the feedback directly informed our UI improvements, leading to a more intuitive and user-friendly product that our subscribers greatly appreciated.

Dinesh AgarwalDinesh Agarwal
Founder, CEO, RecurPost


Engage Newsletter Subscribers with Trends and Discounts

As an online plant nursery owner, I’ve found that incorporating interactive polls and surveys into my email campaigns significantly boosts subscriber engagement. One successful strategy involves sending a monthly newsletter with a short, engaging poll about gardening trends or plant care tips.

For example, I recently included a poll asking subscribers, “Which seasonal flower are you most excited to grow this summer?” The poll options included popular choices like sunflowers, marigolds, petunias, and zinnias. To incentivize participation, I offered a small discount on their next purchase for completing the poll.

The results were impressive. The email open rate increased by 15%, and the click-through rate doubled compared to previous campaigns. Additionally, the responses provided valuable insights into my customers’ preferences, which helped me tailor my product offerings and content more effectively.

One specific example of increased engagement was a survey I conducted on preferred watering methods for different types of plants. The survey saw a 30% response rate and sparked conversations among subscribers, leading to a 20% increase in social media interactions and shares.

These interactive elements have proven to be a game-changer in my email marketing strategy, driving both engagement and sales by making subscribers feel heard and valued.

Tammy SonsTammy Sons
Founder/CEO, TN Nursery


Reveal Results Later to Create Anticipation

When we first started sending out weekly newsletters, we noticed a drop in engagement over time. The content was valuable, but it lacked the spark to keep subscribers coming back. That’s when I decided to shake things up with something simple yet effective: interactive polls.

We added a poll at the end of each newsletter, asking a question that was directly related to the content. The catch? The answer wasn’t just revealed right away; it was shared in the following week’s newsletter. This not only piqued curiosity but also created anticipation for the next email.

One specific campaign I remember was during our summer-season sale. The poll asked subscribers to guess which product would be the best seller. The results were revealed the next week, along with a special discount for those who participated. It was a win-win—engagement shot up, and our click-through rates increased from 15% to nearly 40%.

Incorporating these polls wasn’t just about getting more clicks; it was about creating a conversation and making subscribers feel involved in the narrative. And that’s what turned a simple email into a community-driven experience.

Raviraj HegdeRaviraj Hegde
Svp of Growth & Sales, Donorbox


Keep Interactions Simple and Effective

Integrating interactive polls and surveys into our email campaigns at Life by Design has been a game-changer in boosting subscriber engagement. Instead of sticking to the usual static content, we decided to shake things up.

One of the most effective strategies was to keep these interactions simple—just one or two quick questions. For instance, in a recent campaign, we asked our subscribers what topics they’d like to see covered in our next blog series. The poll’s simplicity, from what we have seen, caught their attention and also gave them a sense of ownership over our content. Amazingly, it led to a 35% increase in email open rates and a 20% boost in CTR compared to previous campaigns.

Even more, after listening to and directly incorporating our subscribers’ feedback, we saw a noticeable improvement in overall engagement, with more readers returning for the content they helped shape. Keeping things interactive but straightforward was vital proof that less can indeed be more regarding engagement strategies.

Nicholas RobbNicholas Robb
Lifestyle Business Expert, Life by Design


Embed Single-Question Polls for Engagement

Integrating interactive polls or surveys into email campaigns can significantly boost engagement by inviting subscribers to participate in a conversation rather than just passively consuming content.

One effective approach is to embed a single-question poll directly into the email, allowing subscribers to respond with just one click. This method reduces friction and encourages higher participation. For instance, in a campaign where we asked customers to vote on their favorite app feature, we saw a 35% increase in click-through rates compared to previous campaigns. The simplicity of the poll, combined with the promise of revealing the results in a follow-up email, sparked curiosity and drove engagement.

Additionally, those who participated were more likely to open the subsequent emails, leading to a 20% increase in overall engagement with the email series. This example highlights how interactive elements like polls can create a more engaging and dynamic experience for subscribers, ultimately fostering a deeper connection with the brand.

Chris HunterChris Hunter
Director of Customer Relations, ServiceTitan


Use Surveys for Market Research

Interactive surveys are a key tool in our email-marketing pipeline. Because moving costs are so variable, surveys are an ideal way to help customers estimate their actual costs based on the size of their home, how much stuff they have, and the distance of their move. This also allows us to do useful market research on our potential customers, adjusting our offerings to accommodate local trends.

Nick ValentinoNick Valentino
VP of Market Operations, Bellhop


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Related Articles

Long-Term Strategy: Adapting Email Cadence to Seasonal Trends Or Customer Lifecycle

Long-Term Strategy: Adapting Email Cadence to Seasonal Trends Or Customer Lifecycle

Long-Term Strategy: Adapting Email Cadence to Seasonal Trends Or Customer Lifecycle

In the dynamic world of email marketing, adapting to seasonal trends and customer lifecycle stages is crucial. We’ve gathered insights from marketing directors to CEOs, sharing their strategies and outcomes. From maximizing engagement with seasonal timing to crafting an opt-in strategy for holiday email campaigns, discover seventeen expert tips on fine-tuning your email cadence.

  • Maximize Engagement With Seasonal Timing
  • Ease Into Holiday Email Frequency
  • Seasonal Interactive Elements Boost Engagement
  • Lifecycle Stages Determine Email Content
  • Bell Curve Strategy for Lifecycle Email Cadence
  • Align Emails With Seasonal Travel Trends
  • Seasonal and Lifecycle Email Frequency Adaptation
  • Digital Signage Content Strategy for Holidays
  • Subscription Renewal Email Strategy
  • Email Cadence Reflects Market and Season
  • Analytics Guide Holiday Email Adjustments
  • Rental Revenue Boosted by Adaptive Emails
  • Seasonal Content Calendar Drives Engagement
  • Holiday Gaming Guides Curate Experiences
  • Segmented Emails for Seasonal Storage Needs
  • Tailored Promotions for Professional and Hobbyists
  • Opt-In Strategy for Holiday Email Campaigns

Maximize Engagement With Seasonal Timing

When it comes to seasonal trends—it’s critical to understand the optimal days and times for sending emails to maximize engagement. For instance, research shows that emails sent mid-week—especially on Tuesday and Wednesday—tend to have higher open rates compared to those sent on weekends. Additionally, during holiday seasons or significant events, many people take time off, which may lead to longer response times, but you could send emails more frequently.

So, for example, if you’re anticipating a busy holiday shopping season, consider ramping up your email frequency in November to build anticipation, while scaling back during actual holidays like Christmas or New Year’s, when customers may be less responsive.

Another strategy that I can think of is to align your email campaigns with specific holidays or local events, tailoring content to reflect those occasions and ensuring that your audience feels relevant and engaged throughout the year.

Tristan HarrisTristan Harris
Demand Generation Senior Marketing Manager, Thrive Digital Marketing Agency


Ease Into Holiday Email Frequency

Do it gradually. As email marketers, we often feel the urge to ramp up email sends during holidays and seasonal peaks. However, increasing frequency too suddenly can come off as spammy, so it’s better to ease into it. Before high-demand periods, I use targeted emails like purchase surveys and abandoned-cart reminders to boost engagement and ensure emails later don’t get marked as spam.

I recommend this approach not just during the holiday season but throughout the year. Rather than blasting generic promos to everyone, I identify specific customer segments interested in particular products and tailor messages to them. I also set up automated emails triggered by customer behaviors, like their browsing history or interactions with previous emails.

This strategy really pays off. Emails that directly relate to what customers care about prevent inbox overload and cut down on unsubscribes. For example, using triggered emails based on user behavior has resulted in significantly higher conversion rates. In my experience, these can drive much higher conversion responses compared to traditional batch-and-blast methods.

Patrick BeltranPatrick Beltran
Marketing Director, Ardoz Digital


Seasonal Interactive Elements Boost Engagement

I adapt my email cadence by aligning interactive elements with the season’s storytelling. For instance, during the holidays, I incorporate festive visuals and interactive games into my emails. These visuals not only captivate the audience but also incite curiosity, prompting them to explore more.

At different stages of the customer lifecycle, the focus changes. For new subscribers, I use welcome emails with interactive tutorials or quizzes to engage them. As they move forward, I switch to personalized product recommendations and special offer alerts.

An example of this adaptive strategy’s success was our Christmas campaign. I included an interactive advent calendar in the emails, revealing daily deals or exclusive content. This resulted in a 20% rise in open rates and a considerable increase in customer engagement.

Tim HansonTim Hanson
Cco, PenFriend


Lifecycle Stages Determine Email Content

Our email marketing is designed to fit seamlessly into the different stages of the customer lifecycle. We craft our content and CTAs to resonate with a variety of user personas. During big sales events or when a customer’s subscription is up for renewal, we steadily increase the frequency of our emails based on the number of phone conversations we’ve had. This way, we can gently remind customers without being overbearing.

For our existing customers, emails focus on reminding them to use our latest features, troubleshoot any issues, and take advantage of helpful resources we’ve made available. These typically come as monthly updates around announcements and reminders. Customers who engage more with our resources will receive more frequent emails packed with guides, blogs, and online sessions.

Rob CleggRob Clegg
Senior Content Manager, Exclaimer


Bell Curve Strategy for Lifecycle Email Cadence

We take a very responsive approach to email cadence, and it fluctuates depending on the specific stage a prospect is in within their lifecycle—this is based on engagement and intent signals.

The broad pattern is that of a bell curve—at the beginning, we keep the email cadence quite low. While it’s important at this stage to keep in contact with the prospect, it’s also important not to overwhelm them with information. Remember, before they inquired, they received no emails from you—jumping straight to one every day is quite a change. We may even avoid sending sales emails of any kind right at the beginning, depending on the type of inquiry they placed.

Then we increase the rate of communication to a consistent level. They will receive a mixture of both sales and informational communication. The cadence here is less adapted—we have tested the rate of communication in this middle phase on a variety of leads and therefore deliver a fairly uniform approach.

However, if a prospect triggers one of a variety of engagement triggers, they are deemed to be a potential for conversion. They are then moved into a segment that receives a shorter burst of high-intent email content. This is focused around special offers and other sales-related triggers, all with the intention of driving a conversion.

At this point, one of two things happens—if they convert, they are moved along again and will receive direct communication from our business development team. If they don’t, after a predefined period, they are moved back into the regular “middle segment,” and continue to receive periodic sales and informational communications.

This approach to email cadence allows us to achieve two things—firstly, it allows us to deliver a responsive and adaptive approach which leads to better results. Email marketing is certainly not a one-size-fits-all strategy, and the more you can adapt your execution to the prospect’s sentiment, the better the results will be.

Secondly, it allows us to balance the need for an adaptive approach with the time required to implement and deliver said approach. With a strategy like this, consistency is everything. Therefore, it’s very important that the approach you take is something that can be delivered with regularity and effectiveness.

Alex MyersAlex Myers
Head of Marketing, The SEO Works


Align Emails With Seasonal Travel Trends

Adapting our email cadence to align with seasonal trends and different stages of the customer lifecycle has been instrumental in driving engagement and conversions. For instance, during the peak travel season in summer, we increase the frequency of our emails, focusing on promotional offers, travel itineraries, and customer testimonials to capitalize on heightened interest. Conversely, during the off-season, we shift our strategy to build anticipation for future trips, sharing content like travel guides and behind-the-scenes looks at our tours.

The adaptive strategy was our campaign for the New Zealand winter season. Recognizing that travel declines during winter, we tailored our emails to emphasize the unique beauty of New Zealand’s winter landscapes and promoted special winter tours. This led to a significant increase in bookings during this period. Our approach not only maximized revenue during a typically slow season but also offered our customers the chance to explore a lesser-known side of New Zealand.

Peter HamdyPeter Hamdy
Co-Founder and Managing Director, Auckland & Beyond Tours


Seasonal and Lifecycle Email Frequency Adaptation

Adapting email cadence to seasonal trends and different stages of the customer lifecycle is crucial for optimizing engagement and conversions in our service-software business for trades businesses. During peak seasons, such as spring and summer when home-improvement projects are in full swing, we increase the frequency of our emails to provide timely offers, tips, and reminders that align with the heightened demand.

Conversely, during slower periods, we scale back to avoid overwhelming our audience and instead focus on value-driven content, like educational resources and customer success stories. Additionally, we tailor our email cadence based on the customer lifecycle stage. For new customers, we implement a more frequent onboarding series to ensure they are fully acquainted with our software’s features and benefits.

For long-term customers, we space out communications to include periodic check-ins, feature updates, and exclusive offers to maintain engagement without causing fatigue. This adaptive strategy has significantly boosted our customer retention and satisfaction rates.

Chris HunterChris Hunter
Director of Customer Relations, ServiceTitan


Digital Signage Content Strategy for Holidays

During the period when retail stores are bustling with activity and decorations adorn the surroundings, we ramp up our email communication to offer advice on leveraging digital signage effectively. For example, we propose content strategies tailored for occasions like Black Friday or Christmas to enhance customer interaction through display screens.

Additionally, we showcase success stories of holiday campaigns run by our clients, offering both motivation and practical tips. This approach enables clients to envision the impact of their displays during peak seasons, encouraging utilization of our platform.

An outstanding achievement was our targeted email initiative for partners during the holiday shopping period. By adjusting our email frequency to share insights on captivating shoppers through content displayed on digital screens, we witnessed a noticeable uptick in user engagement on our platform. Many clients started updating their content and reported increased customer interactions and satisfaction levels as a result. This boosted their sales figures and also cemented our reputation as a trusted ally during critical business periods.

Mark McDermottMark McDermott
CEO & Co-Founder, ScreenCloud


Subscription Renewal Email Strategy

Our company was able to improve retention by tailoring our email cadence around subscription renewal dates. As customers approach their annual subscription renewal, we start sending reminder emails 60 days in advance. Initially, the emails are spaced out to avoid overwhelming them, but we gradually increase the frequency as the renewal date gets closer. These emails include special renewal offers and highlight new features we’ve added over the past year to remind them of the value they’re getting.

Milo CruzMilo Cruz
SEO & Content Lead, BuddyCRM


Email Cadence Reflects Market and Season

We pay careful attention to two factors to help us set our email cadence: the season and the housing market. A hot market with low interest rates and lots of home sales is one that will see a lot more people moving, and we respond accordingly. Outside of the housing market, summer is always the busiest time for moves, and we especially work to target parents with children in that window, since they’re more likely to move during the summer when school isn’t in session.

Nick ValentinoNick Valentino
VP of Market Operations, Bellhop


Analytics Guide Holiday Email Adjustments

Watch your analytics. This approach is straightforward but does require a bit of intuition and dedication from your side. I begin with a conservative frequency around the holidays, then closely watch how my audience reacts to each email. It might seem a bit backward, but here’s how it works: if I notice engagement rates starting to fall, I’ll pull back on how often I send emails. If the rates hold steady or improve, then I feel confident to increase the frequency.

The challenge here is the holiday season itself because everyone’s inbox is flooded with emails, which means my open and click rates are likely to dip a bit regardless. It’s important to factor in this seasonal trend when you’re assessing how your send frequency is impacting your engagement. This method helps me stay flexible and responsive to how my audience interacts with my emails, adjusting as needed to maintain their interest.

Anders BillAnders Bill
Cofounder/CPO, Superfiliate


Rental Revenue Boosted by Adaptive Emails

As the CEO of a short-term rental management company, I closely track trends in booking cadence and adapt our email marketing accordingly. For example, during the peak summer travel season, we increase our email frequency to 2-3 times per week to capture more bookings from vacationers. Our open and click rates actually increase during these months due to higher interest. On the other hand, in the off-season, we scale back to a biweekly newsletter to avoid annoying our subscribers with too much email.

For different customer lifecycles, we segment our list into past guests, recent inquiries, and long-term subscribers. Past guests receive exclusive offers and personal notes on their anniversary to encourage repeat bookings. Recent inquiries get follow-up emails with additional details and options to nudge them closer to booking. Long-term subscribers simply receive our standard newsletter to stay top of mind for planning their next trip.

An example of how this strategy has succeeded was for one mountain lodge property. By increasing email frequency in July and August, open rates jumped 9% and bookings were up 22% year over year. The additional exposure and special offers during the peak season led to the best summer performance for this property yet. Adaptive email marketing based on trends, seasons, and customer lifecycle has been key to boosting our clients’ rental revenue.

Garrett HamGarrett Ham
CEO, Weekender Management


Seasonal Content Calendar Drives Engagement

We adapt our email cadence to seasonal trends by planning ahead with a content calendar that aligns with key holidays, events, and seasonal trends relevant to our audience. We make sure our emails fit the season by including timely promotions, useful tips, and content that matters to our customers. During busy times, we might send more emails to match the increased activity, but we’re careful not to flood our subscribers’ inboxes.

Last summer, we noticed more families were concerned about water quality during outdoor activities. So we created an email campaign called “Pure Water Adventures.” Customers receive emails from us explaining how our water filtration systems can supply safe drinking water for outdoor events like picnics and camping. We also provide tips on how to use our systems to fill reusable bottles for outdoor activities such as hiking and beach days, as well as how to maintain clean backyard pools.

One key takeaway we’d share: don’t be afraid to experiment with your email timing. We’ve had great success by testing different send times and frequencies during various seasons and customer stages. For instance, we found that new customers appreciate more frequent touchpoints in their first month, while long-term users respond better to biweekly updates. Keep an eye on your open rates and engagement metrics—they’ll tell you a lot about when your audience is most receptive.

Joshua VolpeJoshua Volpe
Chief Marketing Officer, Kind Water Systems


Holiday Gaming Guides Curate Experiences

I’ve learned that email cadence is like adjusting the tempo for a captivating performance. Our subscribers—the attentive audience—await our notes with anticipation.

  • Tuning to Trends – During the holiday season, we amplify our emails. Picture it as spotlighting the latest gaming trends and releases. Our inbox becomes a treasure trove of holiday gaming guides and reviews—a thoughtful gift for our audience.
  • Rhythm of Engagement – Last year, our strategy struck a chord. By syncing our emails with new game releases and holiday deals, we had gamers tapping their screens for more. It wasn’t just about sending emails; it was about curating experiences.
  • Encore-Worthy Relationships – Our subscribers aren’t mere numbers; they’re our backstage VIPs. We keep them informed without overwhelming them. It’s like sharing gaming secrets in hushed tones—just enough to keep them hungry for more.

Dane NkDane Nk
Founder, That VideoGame Blog


Segmented Emails for Seasonal Storage Needs

Adapting email cadence to seasonal trends and different stages of the customer lifecycle is crucial for maintaining engagement and driving conversions. During peak seasons, such as summer and year-end holidays when storage needs increase, we ramp up our email frequency with promotional offers, reminders about discounts, and storage tips. In off-peak seasons, we send value-added content less frequently, such as how-to guides and testimonials, to keep engagement high without overwhelming our audience.

We also segment our email lists based on customer lifecycle stages. For new leads, we initiate a welcome series with frequent emails to introduce Storagehub and offer initial discounts, sending emails about twice a week. Once a customer signs up, we reduce the frequency to once a week, focusing on usage tips and new service offerings. For dormant customers, we increase the cadence slightly with re-engagement campaigns that include special offers and personalized messages.

An example of this adaptive strategy was during the back-to-school season. We started with an early-bird campaign in July, sending weekly emails about special discounts and storage tips, and increased the frequency to twice a week in August to emphasize urgency. New leads received a series of emails spaced two days apart, showcasing testimonials and benefits, while active customers got weekly updates on optimizing their storage. Dormant customers received personalized offers to encourage them to return.

This strategy resulted in a 30% increase in new sign-ups and a 25% reactivation rate among dormant customers. By aligning our email cadence with seasonal trends and customer lifecycle stages, we delivered relevant and timely messages that resonated with our audience, driving significant business growth.

Alex SteinAlex Stein
Founder, Storagehub


Tailored Promotions for Professional and Hobbyists

Adapting email cadence to seasonal trends and different customer lifecycle stages is pivotal for effective engagement. During peak holiday seasons, I increase the frequency of emails with more promotional content to capitalize on heightened user activity. Conversely, during quieter periods, I focus on value-driven content such as guides or industry news to maintain engagement without overwhelming the recipients.

For instance, in our year-end campaign, we segmented our audience based on user behavior and preferences. Since our tool is used by both professionals and hobbyists, we tailored our email cadence accordingly. I became more aggressive in reaching out to professionals with targeted promotions, while hobbyists received emails with curated content that would add value to their Morse coding experience. Not only did this strategy result in a significant increase in sales, but it also helped us nurture our relationships with our diverse customer base.

Mery Jean BritoMery Jean Brito
Marketing Director and SEO Expert, Morse Decoder


Opt-In Strategy for Holiday Email Campaigns

My tip is to ask subscribers to opt into holiday emails. This way, even if I change my email frequency to push seasonal promotions, I know that the subscribers receiving them actually want these emails.

It’s not a common strategy among brands, but I really appreciate this method. Instead of blasting every holiday promotion to my entire email list, I invite subscribers to indicate if they’re interested in receiving special holiday deals and offers.

Using terms like “exclusive” and “private” not only adds a sense of value but also helps me pinpoint my most engaged subscribers. I send holiday promotions only to those who have opted in, ensuring they’re genuinely interested. For the rest of my audience, they continue to receive updates at the usual pace, which includes hearing about holiday offers but within their regular email schedule. This approach has helped maintain subscriber satisfaction and engagement without overwhelming anyone with unwanted content.

Erin HendricksErin Hendricks
President and Owner, Sammy’s Milk


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