Feedback Loop: How to Incorporate Subscriber Feedback into Email Cadence Decisions

Feedback Loop: How to Incorporate Subscriber Feedback into Email Cadence Decisions

Feedback Loop: How to Incorporate Subscriber Feedback into Email Cadence Decisions

In the fast-paced world of email marketing, understanding how to gather and incorporate subscriber feedback can set campaigns apart. Featuring insights from a CEO and a director, this article explores the nuances of fine-tuning email cadence based on real user input. The first expert shares how they combined A/B testing and surveys, while the final contributor discusses polling subscribers to gauge their preferences. With nine expert insights, this piece offers a comprehensive guide to optimizing email strategies based on subscriber feedback.

  • Combine A/B Testing and Surveys
  • Extend Onboarding Sequence
  • Create a Quiet List Option
  • Resolve Bottlenecks with How-To Videos
  • Modulate Email Cadence
  • Separate Content into Smaller Emails
  • Monitor Open and Click-through Rates
  • Nurture with Educational Content
  • Poll Subscribers for Preferences

Combine A/B Testing and Surveys

Subscriber feedback is essential for determining the ideal email cadence. We regularly use A/B testing and surveys embedded in emails to ask subscribers about their preferences. One instance where feedback re-shaped our strategy was when we noticed higher unsubscribe rates during a daily email campaign.

After polling our audience, we learned they felt overwhelmed by daily emails. We shifted to a twice-weekly schedule with more curated content. The result was a drop in unsubscribe rates and a 15% increase in open rates, showing that listening to subscriber input improves engagement and retention.

Shane McEvoyShane McEvoy
MD, Flycast Media


Extend Onboarding Sequence

We implement progressive profiling, asking one question per touchpoint to gradually gather subscriber preferences without overwhelming them. This drip-style feedback collection ensures that we continuously align cadence with evolving expectations as audiences change behaviors over time. It helps keep our content relevant, personalized, and never intrusive.

After receiving feedback that new subscribers wanted onboarding emails spread over a longer period, we extended our welcome sequence from seven days to 14 days. This change improved engagement by 18%, with fewer subscribers dropping off midway. We learned that pacing new information thoughtfully makes a difference in how well content is absorbed and appreciated.

Marc BishopMarc Bishop
Director, Wytlabs


Create a Quiet List Option

We created a “Quiet List” option for subscribers who love our content but prefer less frequent emails, gathering feedback through that opt-in. This subtle insight revealed the need to offer bite-sized updates, and we designed a minimalist email cadence for those subscribers. Listening like this helps us avoid losing subscribers while still keeping them engaged on their terms.

After receiving feedback that our post-webinar follow-up emails felt impersonal, we added personalized takeaways and action points for attendees. This small change led to a 20% improvement in follow-up engagement and fostered stronger post-event conversations with prospects. It reminded us that feedback isn’t just about frequency—it’s about ensuring every email feels meaningful.

Jason HennesseyJason Hennessey
CEO, Hennessey Digital


Resolve Bottlenecks with How-To Videos

As part of our email cadences that go out, especially when onboarding a new client, we offer the ability to give feedback to our customers through a quick, open-text-box question. While qualitative data is difficult to dissect at scale, we know at what stage the questions are raised in the customer lifecycle. So if it’s always at week 3 of onboarding, we can then decide to look a little deeper to understand why many customers are giving feedback at this point. Sometimes it’s a pat on the back for a job well done, but one time there were many customers raising very similar issues.

We resolved this bottleneck of questions with a quick How-To series of videos, which covered the main topics that were being raised by customers. This led to much better engagement metrics through the email cadence and ultimately cut back on our time input.

Elyas CouttsElyas Coutts
CEO, Connect Vending


Modulate Email Cadence

I’ve found that gathering subscriber feedback is crucial for fine-tuning our email marketing strategy. We engage with our customers very regularly because engaging with them allows us to understand their preferences in terms of communication and has been very helpful in building a better relationship. After our webinars and special fitness events, we send out short surveys, asking about the frequency and timing of emails.

This direct feedback led us to modulate our email cadence—reducing the frequency of promotional emails while increasing the content about fitness tips and event reminders. We saw our open rates improve by 15%, with greater engagement with non-promotional emails, showing that our audience values useful content more than frequent offers. In this way, the incorporation of subscriber feedback will make our emails relevant, valued, and well-timed, which is so crucial for customer loyalty and community building.

Jay BartonJay Barton
CEO & Founder, ASRV


Separate Content into Smaller Emails

We prefer to keep the email-timing feedback more receptive and personal. So, rather than sending generic questionnaires or simply consulting data, we tap into what we’re already doing with customers and partners to see where our emails are landing. Occasionally, on a call or in a project update meeting, we will sarcastically inquire about their satisfaction with how frequently they get our emails, and whether or not they would like to hear more or less. In this way, we’re getting true-to-life, live responses from the people who actually read us.

We even had a long-term client say once, during a weekly meeting, that they really liked the technical content we sent them, but our monthly digest was too much information. They advised cutting it into smaller, more manageable bites over the course of the month. That’s why we decided to separate our content into smaller, niche emails spread out over the month and covering a single subject. This made people more interested, and the material didn’t feel like it was all the time. That open and honest feedback really helped us think of new ways to build our email strategy so that it looked more natural and met our audience’s needs.

Alex LaDouceurAlex LaDouceur
Co-Founder, Webineering


Monitor Open and Click-through Rates

I gather subscriber feedback by using post-campaign surveys and monitoring engagement metrics like open and click-through rates. For example, we once noticed a dip in engagement, so we asked subscribers directly how often they’d prefer to receive emails. Many indicated that weekly emails felt overwhelming, so we adjusted our cadence to biweekly.

This change led to a 15% increase in open rates and a 10% boost in conversions within a month. Listening to subscriber preferences not only improved engagement but also strengthened our overall relationship with our audience.

Liga RudziteLiga Rudzite
Content Editor, The Traveler


Nurture with Educational Content

In determining the ideal email cadence, understanding where your subscribers are in their awareness journey is key. After gathering feedback from our subscribers, we realized that most were in the “problem-aware” stage, meaning they understood they had a need, but our solution—being a UGC platform that connects businesses with creators for social media ads—wasn’t top of mind for them.

This insight actually made a lot of sense. UGC is still a relatively new concept for many brands, and we were pushing our product a bit too directly in our email communications. Initially, our email frequency was high, but after collecting this feedback through surveys, we rethought our approach. We learned that subscribers needed a more spaced-out and educational email flow rather than a hard-sell approach.

We shifted to a longer, more nurturing sequence that gradually introduced UGC, its benefits, and how it could solve their marketing challenges. By pacing out the emails and focusing on educating them about UGC, we’ve seen much better engagement and results. The key was really tuning into what our audience needed most at that stage—nurturing them with valuable content rather than overwhelming them with frequent sales messages.

Yannick HabrakenYannick Habraken
Founder / CMO, Hyred


Poll Subscribers for Preferences

I always ask subscribers directly what they think. A quick poll or a one-question survey right in the email works well. A clear, simple question like “How often would you like to hear from us?” gets better results than anything complicated.

Once I get the feedback, I pay close attention to trends. If most people prefer weekly updates instead of daily emails, it’s a clear signal. It’s important not to ignore what people are saying. Even if only a small group speaks up, they’re likely representing a larger part of the audience that just didn’t bother responding.

For example, we had a group of subscribers that wanted fewer emails. After collecting their feedback, we tested reducing the frequency from daily to twice a week. The open rates went up, and we saw fewer unsubscribes. It was a simple change, but it worked because we listened to what our audience wanted.

I advise keeping your feedback process quick and easy and being open to adjusting based on what people tell you. It doesn’t have to be complicated—just listen, adjust, and test the results.

Kate DonskaiaKate Donskaia
Marketing Manager, WealthProtector


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Related Articles

9 Strategies for Enhancing Email List Segmentation

9 Strategies for Enhancing Email List Segmentation

9 Strategies for Enhancing Email List Segmentation

In the evolving world of email marketing, it’s more essential than ever to master list segmentation for better engagement and retention. Insights from a seasoned CEO and an innovative founder offer valuable strategies to transform your email campaigns. The article opens with advice on segmenting by product or services and wraps up with unique methods of using lifecycle for effective segmentation. Expect to gain nine actionable insights from experts who have honed their craft to perfection.

  • Segment by Product or Services
  • Categorize by Purchase History
  • Look into Subscriber Activity
  • Track Behavioral Interactions
  • Pay Attention to Topic Relevance
  • Categorize by Client Needs
  • Tailor Content to Pain Points
  • Label Groups by Engagement
  • Use Lifecycle for Segmentation

Segment by Product or Services

Segmenting our email list by treatment services has really changed the game for us in terms of engagement and retention! This targeted approach helps our customers feel valued and understood, which, in turn, boosts their loyalty. When they receive content that’s relevant to their needs, they’re much more likely to engage with it!

Diane HowardDiane Howard
Rn and Founder, Esthetic Finesse


Categorize by Purchase History

At Forge Digital Marketing, we’ve found that effective email list segmentation is crucial for improving engagement and retention. By dividing our subscribers into targeted groups based on specific criteria, we can deliver more relevant and personalized content that resonates with each segment.

One of our most successful segmentation strategies involves categorizing subscribers based on their purchase history. We segment our list into groups such as “first-time buyers,” “repeat customers,” “high-value customers,” and “lapsed customers.” This allows us to tailor our email campaigns to address the unique needs and interests of each group. For example, we might send first-time buyers a welcome email with exclusive offers or provide repeat customers with personalized product recommendations.

Additionally, we segment our list based on demographics, interests, and behavior. This helps us deliver content that aligns with their preferences and increases the likelihood of engagement. For instance, we might send emails about new product launches to subscribers who have expressed interest in a particular product category.

Erin SiemekErin Siemek
CEO, Forge Digital Marketing, LLC


Look into Subscriber Activity

I’ve seen firsthand how strategic email-list segmentation can significantly improve customer engagement and retention.

An effective strategy has been segmenting our subscribers into active, inactive, and new subscribers. This approach enables us to send really targeted content that resonates with each group.

For instance, we would find those dead subscribers who usually get bombarded with generic product promotions. Trying to get them more active, we created a customized email cadence with special discounts and fitness tips. Impressively, this resulted in a 30% increase in opens and a 15% increase in conversions from this segment alone.

Focusing on where subscribers are in their customer journey, we create more personal and meaningful experiences, both by welcoming new subscribers with a fitness guide and rewarding our active customers with early access to the latest product lines.

Jay BartonJay Barton
CEO & Founder, ASRV


Track Behavioral Interactions

Behavioral segmentation has been a game-changer for our email marketing. We track how subscribers interact with our content and tailor our messages accordingly.

For instance, we created a segment for “power users”—those who consistently opened emails and clicked through to our topical-mapping tools. We sent this group advanced tips and early access to new features. The result? A 45% increase in engagement rates and a 20% boost in customer retention for this segment.

Conversely, we identified an “at-risk” segment of users who hadn’t engaged in 30 days. We crafted a re-engagement campaign with personalized content and exclusive offers. This approach recaptured 15% of these dormant subscribers.

The key is to continually refine your segments based on user behavior and preferences.

Yoyao HsuehYoyao Hsueh
Founder, Topical Maps


Pay Attention to Topic Relevance

I have segmented my email list based on their interests. This way, they’ll find our email more relevant because that is their preference. It also increases engagement because they are already aware of the topic, which increases open rates and conversions.

One successful segmentation strategy is to segment my email list based on the kind of market they wish to penetrate. For example, some of my clients sell automotive parts, and some sell clothes. I separate them to consistently send emails about automotive to some clients and fashion trends to others. That way, they will be interested in what we are sending, and our email will not just go to the trash bin.

Jason DavisJason Davis
Founder | E-Commerce SEO Guru, Makarios Marketing


Categorize by Client Needs

At Hones Law, we’ve found that effective email segmentation is crucial for enhancing engagement and retention among our clients and prospects. One of the key strategies we implement is segmenting our email list based on client needs and interests. For instance, we categorize our subscribers into groups such as current clients, past clients, and potential clients, as well as further refining them by specific legal issues like disability rights or workplace discrimination. This targeted approach allows us to tailor our messaging and provide relevant content that resonates with each group, making our communications feel more personal and impactful.

A successful example of this strategy was our recent campaign around the launch of a new informational resource on employee rights. By segmenting our list, we were able to send tailored emails that highlighted specific sections of the resource relevant to each group. For instance, current clients received information on how the resource could assist them in their ongoing cases, while potential clients were informed about how it could empower them to understand their rights before engaging our services. This resulted in a 30% increase in open rates and a significant uptick in traffic to our website, demonstrating the effectiveness of our segmented approach.

By continually analyzing engagement metrics and refining our segments based on client feedback and behavior, we ensure that our email communications remain relevant and valuable. This not only fosters stronger relationships but also enhances our reputation as a firm that genuinely cares about its clients’ needs, ultimately leading to improved retention and referrals.

Ed HonesEd Hones
Attorney at Law, Hones Law Employment Lawyers PLLC


Tailor Content to Pain Points

Tailor your email content to specific customer needs, especially their pain points. Segmenting our email list based on client industries and product interests has significantly boosted engagement.

A practical tip? Use purchase history and website behavior to create targeted segments. We’ve divided our list into categories like aerospace, industrial, and military clients, each receiving content relevant to their specific identification needs.

For example, we created a segment for clients who’ve previously ordered our tags for harsh environments. We sent this group a series of emails showcasing new developments in corrosion-resistant materials and UV-stable printing. This campaign saw a 45% higher open rate and a 30% increase in click-throughs compared to our general newsletters.

Another successful strategy was segmenting based on the scale of past orders. We tailored our content for large-volume clients, focusing on our capacity for serialized asset tags and bulk-pricing options. This approach led to a 25% increase in reorders from our top-tier customers.

Doing this, effective email segmentation is like designing a custom nameplate – it requires attention to detail and a deep understanding of your audience’s specific requirements. By delivering more relevant content, you’re not just improving engagement; you’re building stronger, more personalized relationships with your clients.

David PrimroseDavid Primrose
President, Metal Marker Manufacturing


Label Groups by Engagement

As CEO of Team Genius Marketing, I rely heavily on email segmentation to boost engagement and sales. For example, we segment new subscribers into a “welcome” group. Their first three emails highlight our best content and deals. If they don’t open an email after the third, they move to “inactive.”

Our “loyal” subscribers open most emails and buy often. We give them exclusive offers and product previews. “Lapsed” subscribers haven’t opened in 6+ months. We re-engage them with a win-back offer.

Our most successful campaign targeted “loyal” subscribers. We gave early access to a new product at a discount. Nearly 65% bought within 24 hours, and revenue grew over 200% year over year. Know your audiences and give them custom content and offers. Segmentation and relevant messaging achieve results.

Lesly Jean-BaptisteLesly Jean-Baptiste
Owner, Team Genius Marketing


Use Lifecycle for Segmentation

At Avenga, we base our segmentation strategy on data. In particular, we look at demographics, user behavior, and lifecycle stages. We then create specific criteria and divide our users based on it so that we can personalize our campaigns for each of them. The criteria could be the industry, the content users engage with, or services they are looking for.

For instance, when developing a campaign for our cloud services, we divided our email list into three categories: leads interested in cloud migration, existing clients, and potential new customers. Since our leads already interacted with cloud migration content one way or another, we sent them more content highlighting successful case studies of cloud migration to ensure them of its value. For our clients who were already using Avenga’s services, we try to show how additional services, like cloud optimization, could benefit them. Lastly, we sent key information about cloud solutions along with strong CTAs to our potential customers to introduce these services.

This campaign helped boost our open rates and click-through rates. In my opinion, personalization, which was possible thanks to our segmentation strategy, played the key role in this campaign’s success.

Marta RomaniakMarta Romaniak
VP of Global Branding / Vice President of Global Branding, Avenga


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Related Articles

The Impact of Interactive Content on Email Conversion Rates

The Impact of Interactive Content on Email Conversion Rates

The Impact of Interactive Content on Email Conversion Rates

Discover how interactive email content has revolutionized conversion strategies, as we delve into specific examples from marketing consultants and CEOs. From the initial boost in conversions from pain point questions to the increased party bookings from a handy booking calendar tool, join us for a comprehensive look at eleven real-world instances where interactive tools have made a measurable impact.

  • Interactive Questions Boost Conversions
  • ROI Calculator Engages Users
  • Symptom Checker Increases Bookings
  • Quiz Engages and Converts Parents
  • Plant-Matching Tool Drives Purchases
  • Countdown Timers Create Urgency
  • Bill Calculator Spurs Consultation Requests
  • Keyword Tool Generates Leads
  • Risk Calculator Enhances Engagement
  • Exact Size Calculator Converts Inquiries
  • Booking Calendar Increases Party Bookings

Interactive Questions Boost Conversions

Incorporating interactive content in emails has been a game-changer.

We asked recipients one question with clickable responses: “What’s your biggest obstacle right now?” Each response led to a tailored follow-up email sequence that addressed their specific pain point. This subtle personalization made recipients feel like they were controlling the conversation.

One campaign saw a 37% boost in conversions by shifting the focus from product features to customer control, subtly guiding them through the sales funnel without overwhelming them with options.

The genius was in letting them feel in charge, and that made all the difference.

Austin BentonAustin Benton
Marketing Consultant, Gotham Artists


ROI Calculator Engages Users

Including interactive content in emails has proven to significantly boost conversion rates by creating a more personalized and engaging experience for users. These tools allow recipients to interact directly within the email, offering a hands-on way to explore our services, which leads to higher engagement and a stronger sense of connection.

One instance is when we integrated an ROI calculator into an email campaign. The calculator allowed potential customers to input their business data and instantly see the potential return on investment from using our management software. This interactive feature significantly increased user engagement, as recipients spent more time exploring the benefits of the software in a personalized way. By providing a customized and dynamic experience, the interactive content helped businesses visualize the value of the software, ultimately driving better results.

Chris HunterChris Hunter
Director of Customer Relations, ServiceTitan


Symptom Checker Increases Bookings

Including interactive content, such as a pet health symptom checker or wellness quiz, in emails has greatly enhanced conversion rates for our online vet telehealth service. For instance, we incorporated an interactive symptom checker in a targeted email campaign, allowing pet owners to input symptoms and receive personalized recommendations.

This feature significantly boosted engagement, leading to a 40% increase in appointment bookings. The interactive element not only provided immediate value to pet owners but also encouraged them to take action, demonstrating its effectiveness in driving conversions.

Matt GehringMatt Gehring
Chief Marketing Officer, Dutch


Quiz Engages and Converts Parents

Including interactive content like quizzes and calculators in emails has driven significant results for Edumentors. In one instance, we included a “Find Your Perfect Tutor” quiz in our email campaign. The interactive nature of the quiz engaged users, and it led to a 30% increase in conversion rates as parents could quickly match their needs with the right tutors. This personalized experience helped us build trust and made the decision-making process easier for potential clients.

Tornike AsatianiTornike Asatiani
CEO, Edumentors


Plant-Matching Tool Drives Purchases

Adding interactive content, such as product configurators, to my emails has significantly increased conversion rates. For example, I recently included a plant-matching tool that allowed customers to input their garden’s conditions, such as soil type and sunlight, to find the best plants from TN Nursery. This not only engaged customers but also simplified their buying decisions.

After introducing this feature, I noticed a 30% increase in email-to-purchase conversions within the first two weeks. The personalized experience made customers more confident in their choices, leading to faster purchases and fewer abandoned carts.

Tammy SonsTammy Sons
Founder/CEO, TN Nursery


Countdown Timers Create Urgency

To make emails interactive, I use content like countdown timers in my emails. This has significantly boosted conversion rates. For example, when I used countdown timers for a limited-time discount, I noticed a big increase in both clicks and purchases. The timers created a sense of urgency, encouraging recipients to act quickly.

I’ve used these timers for various purposes, such as promoting special offers, event registrations, and even reminding customers about items left in their carts. By adding a countdown, I effectively prompted people to take action before the time was up. This captured their attention and also led to more immediate responses. It made my email campaigns much more successful and engaging.

David MagnaniDavid Magnani
Managing Partner, M&A Executive Search


Bill Calculator Spurs Consultation Requests

My top tip for improving email engagement is to include interactive content that provides immediate value to recipients. In our law firm’s email outreach, we introduced a “Medical Bills Impact Calculator” that helps potential clients estimate the financial impact of their medical malpractice case. This interactive tool allows users to input their medical expenses, lost wages, and other costs related to their injury. For example, we sent an email campaign featuring this calculator to individuals who had previously inquired about our services but hadn’t taken further action.

The response was remarkable—we saw a 40% increase in consultation requests compared to our standard informational emails. Recipients appreciated the personalized insight into their potential case value, which motivated them to take the next step in seeking justice. This interactive approach not only boosted our conversion rates but also helped educate potential clients about the importance of fighting for just compensation through the court system.

The bottom line? Whether you’re in the legal field or any other industry, incorporating interactive elements that offer personalized, valuable information can significantly enhance your email effectiveness and motivate recipients to take action.

Dioselvi LoraDioselvi Lora
Certified Paralegal, Freedland Harwin Valori Gander (FHVG)


Keyword Tool Generates Leads

As a digital marketer, I’ve found interactive content highly effective for generating leads and sales. For example, when promoting a Google Ads offer, we included an interactive keyword research tool in the email. This led to 35 new leads and a 28% conversion rate.

Interactive content gives readers an experience and demonstrates your expertise. By providing value upfront, it builds trust and makes people more open to your offer. We always test interactive elements like quizzes and calculators. They create a memorable experience and boost engagement.

For any business, I recommend starting with your area of expertise and creating an interactive experience around that. Keep it simple but helpful. Then test it in your emails, social posts, or ads. Measure the impact on traffic, leads, and sales. Once you have a winner, scale it up. Interactive content is a strategy any company can use to boost revenue.

Luke HeineckeLuke Heinecke
CEO, Linear


Risk Calculator Enhances Engagement

A tip I always share is to make your interactive elements solve a real problem for your customers. We’ve seen that when you provide genuine value, engagement skyrockets.

For instance, we created a “Security Risk Calculator” that lets homeowners assess their property’s vulnerability to break-ins. Users input details about their neighborhood, property layout, and existing security measures. The calculator then provides a personalized risk score and recommends specific Deep Sentinel products to address their unique security needs.

We included this calculator in our email campaigns, and the results were impressive. Open rates increased by 25%, as recipients were curious to discover their risk score. More importantly, click-through rates jumped by 40%, and we saw a 35% boost in conversion rates for the emails featuring the calculator.

The calculator not only engaged our audience but also educated them about their security needs, making them more likely to invest in our solutions. It transformed our emails from simple promotional messages into valuable tools that our customers looked forward to receiving.

For me, interactive content isn’t just about grabbing attention—it’s about providing meaningful interaction that guides customers towards a purchase decision. The key takeaway is that by offering interactive, personalized experiences in your emails, you can significantly enhance engagement and drive conversions.

Tomasz BorysTomasz Borys
Senior VP of Marketing & Sales, Deep Sentinel


Exact Size Calculator Converts Inquiries

In our self-storage business, we tested a calculator that helps customers determine the exact unit size they need based on their inventory. This reduced uncertainty and made the decision-making process easier. After launching this tool, we saw a 20% increase in inquiries converting to bookings, and now use the tool across every location. The tool has also helped shape the way we approach email marketing, with fewer promotional offers and more helpful resources being the norm.

Erik HemingwayErik Hemingway
Founder, Nomad Capital


Booking Calendar Increases Party Bookings

As the co-owner of Off The Wall Kidz, interactive email content has been crucial to driving higher conversion rates for our business.

For example, when promoting our birthday party packages, we included an interactive booking calendar in the email that allowed customers to instantly select a date and time for their party. This interactive element led to a 52% increase in bookings through that email campaign compared to a previous non-interactive version.

We’ve also seen strong results from including interactive polls and surveys in our newsletters. A recent poll asking customers which new themed party decor they’d like to see offered resulted in a 30% open rate and hundreds of responses, which we then used to craft future offerings. The high interaction and engagement with these newsletters has translated into higher in-store traffic and sales.

Interactive content gives our customers an engaging, valuable experience with our brand. The more they interact, the more memorable we become and the more likely they are to choose us for their children’s entertainment needs. I highly recommend all businesses test interactive content to boost results.

Michael MathewsMichael Mathews
Owner, Off the Wall Kidz


Submit Your Answer

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Related Articles

14 Challenges Faced When Introducing Interactive Elements in Emails

14 Challenges Faced When Introducing Interactive Elements in Emails

14 Challenges Faced When Introducing Interactive Elements in Emails

In the intricate world of email marketing, CEOs and directors have shared their firsthand challenges and innovative solutions. From ensuring cross-platform email compatibility to bypassing platform limitations with basic HTML/CSS, explore the diverse experiences and adaptations of fourteen experts in our latest Q&A feature.

  • Ensure Cross-Platform Email Compatibility
  • Host Videos on Third-Party Services
  • Optimize Interactive Content for Speed
  • Guide Users to Primary Email CTA
  • Optimize Media for Faster Email Load
  • Make Interactive Elements Intuitive
  • Combine Server-Side Rendering with Conditional Blocks
  • Balance User Experience with Interactivity
  • Design HTML Fallbacks for AMP Emails
  • Simplify Design for Non-Tech-Savvy Users
  • Optimize for Better Load Time and Deliverability
  • Use Progressive Enhancement for Compatibility
  • Provide Fallbacks for Unsupported Email Clients
  • Bypass Platform Limitations with Basic HTML/CSS

Ensure Cross-Platform Email Compatibility

One major challenge was ensuring the emails worked across various email clients. Adding interactivity with features such as polls and quizzes, or product carousels, might work perfectly in some but look broken or unresponsive in others, which would annoy the subscriber and potentially harm the brand.

To counteract this, we had a multifaceted approach. We would test for compatibility across major email clients. If an interactive element wouldn’t work on a given platform, we would have a fallback strategy. The user might see a clear call-to-action to view that same content on our website. An animated quiz about vitamin deficiencies might not render properly on all platforms. A user might then see a message to take that quiz on our website.

It worked: An interactive product recommendation tool featured in our latest email campaign suggested tailored supplement combinations, based on each email subscriber’s previous purchase and preference history. Because the tool showed only compatible recommendations and provided clear fallbacks, the campaign garnered a 22% click-through rate, far outpacing industry benchmarks. Done well, thoughtfully, and with the appropriate attention to cross-platform compatibility, interactive elements offer a potent new way to drive engagement and sales.

James WilkinsonJames Wilkinson
CEO, Balance One Supplements


Host Videos on Third-Party Services

Interactive video elements are especially hard to adapt to multiple platforms, especially if you’re hosting them yourself. They don’t always work well on mobile, they don’t play nice with all browsers, and they’re clunky on weak connections. One of the ways around this is to leave hosting to a third-party service like YouTube. They’re experts at optimizing video for multiple platforms. While their interactivity options are a bit more limited than we’d like, they’re definitely reliable, and that’s a huge bonus.

Nick ValentinoNick Valentino
VP of Market Operations, Bellhop


Optimize Interactive Content for Speed

A major challenge we encountered with interactive email elements was ensuring fast load times, especially for mobile users. Heavy graphics and interactive features often slowed down email loading, causing frustration and potential loss of engagement from our audience.

We addressed this by optimizing all interactive content for speed. This involved compressing images, using lightweight code, and pre-loading key elements to enhance performance. For instance, in a recent campaign, we included an interactive poll but kept the visuals minimal and preloaded the core script to ensure swift interaction. The results were fantastic: the email loaded almost instantly, even on mobile devices, and we saw a 40% increase in user participation compared to previous campaigns. This experience taught us that simplicity and optimization are key to successful interactive email marketing.

Vaibhav KakkarVaibhav Kakkar
CEO, Digital Web Solutions


Guide Users to Primary Email CTA

One of the challenges we encountered was the potential for interactive elements to distract from the main call to action (CTA) in our emails. With multiple points of engagement within a single email, we noticed that some recipients were engaging with the interactive content but not following through to the desired action, such as making a purchase or signing up for a webinar.

We overcame this by strategically designing the email layout to guide users toward the primary CTA after they interacted with the content. In one campaign, we successfully used an interactive poll at the top of the email to engage users, followed by a clear CTA button that capitalized on the momentum created by the poll, resulting in a significant increase in conversions.

Marc BishopMarc Bishop
Director, Wytlabs


Optimize Media for Faster Email Load

One challenge I faced with interactive elements in email campaigns was slow load times. Animations and videos can make emails take longer to load, which frustrates users. To tackle this, I optimized all images and videos for the web. I also used a Content Delivery Network (CDN) to deliver media files more quickly.

Another issue was email size limits. Some email clients restrict the size of attachments and embedded media, affecting how interactive elements appear. To solve this, I kept email sizes as small as possible and used dynamic HTML. This allowed me to include interactive features without increasing the email size too much.

Khunshan AhmadKhunshan Ahmad
CEO, InsideTechWorld


Make Interactive Elements Intuitive

One challenge that we encountered was a low level of engagement. Users often did not recognize these elements as being clickable or interactive, and thus we saw fewer interactions than anticipated.

To achieve this, we reworked our design philosophy to ensure everything interactive was well-labeled and quick to notice. For instance, adding animations like hover effects over buttons, making CTA buttons bolder, and embedding small tutorials within those emails that would show them how to do something; well, after all those adjustments, we started to see a great increase in engagement. Click-through rates for our emails rose 25% during the next campaign cycle.

It was all about making interactive elements intuitive and recognizable at once, providing users with seamless experiences.

Lucas BotzenLucas Botzen
Founder, Rivermate


Combine Server-Side Rendering with Conditional Blocks

A significant challenge we encountered was ensuring the functionality of live content feeds within the email itself. We wanted to display live social media updates directly in the email, which involved integrating JavaScript—something most email clients don’t support. Initially, we attempted a workaround using GIFs that updated every few seconds, mimicking the live feed. However, this approach led to performance issues, particularly with image loading times, which negatively impacted user experience, especially on mobile devices.

To address this, we pivoted to using a combination of server-side rendering and conditional content blocks. Instead of embedding live content, we pre-rendered the most recent social media updates at the time of sending, creating a near-real-time experience. For users with clients that couldn’t support these elements, we included a clear call-to-action that led to a live version on our website. This improved the email’s performance and increased user engagement by directing traffic to our more interactive web platform, providing a smoother overall experience.

Dinesh AgarwalDinesh Agarwal
Founder, CEO, RecurPost


Balance User Experience with Interactivity

One challenge I’ve definitely faced when adding interactive bits to my email campaigns is finding the right balance between user experience and interactivity. It’s like this: Imagine stepping into a shop where every corner screams a different sale—it’s overwhelming. That’s the last thing I want my subscribers to feel when they open an email from me. My main focus has always been to keep the user experience clean and engaging, so that every interactive element feels natural and useful, not just there for the flash of it.

To tackle this, I’ve learned to integrate interactive elements that are intuitive and actually add value to the message. For instance, I once revamped a campaign that initially had too many bells and whistles, which confused readers. I streamlined the design, focusing on smoother, simpler interactions like a single quiz or a straightforward clickable slider. This approach not only made the emails easier to navigate but also boosted our engagement rates significantly. More importantly, it helped gather direct feedback from users through simple embedded forms, giving us precious insights to fine-tune future emails. This strategy has been a win for us, enhancing both user satisfaction and our campaign performance.

Anders BillAnders Bill
Cofounder/CPO, Superfiliate


Design HTML Fallbacks for AMP Emails

One challenge I’ve come across when implementing interactive elements in email campaigns is that some email clients don’t support AMP emails. As frustrating as it is, some clients just can’t handle AMP, so you need an HTML fallback to make sure the email still works. If a client can’t support AMP, the interactive elements just get replaced with the fallback HTML version.

A couple of other things to keep in mind: when an email with AMP elements is forwarded, all major clients will strip out the AMP-dependent interactivity. Also, while interactive email clients cover a good chunk of today’s audience, Apple Mail still doesn’t support AMP content. So, to adapt, I make sure the HTML fallback is designed well enough to deliver a good experience, even without the interactive features.

Kyle KozlowskiKyle Kozlowski
Co-Founder, Eco Temp HVAC


Simplify Design for Non-Tech-Savvy Users

One challenge I faced when implementing interactive elements in my email campaigns was ensuring that the links and buttons worked seamlessly for all my clients, particularly since many of them aren’t very tech-savvy. I found that some were struggling with clicking through to my booking page for Reiki sessions, which was frustrating for both them and me.

To overcome this, I simplified the design by making the buttons larger and using clear, straightforward language. I also included a brief video tutorial on how to navigate the booking process, which I embedded right within the email. After making these adjustments, I saw a significant increase in bookings—up by 30% in just a month!

Hajnalka NagyHajnalka Nagy
Business Owner | Reiki Healer, Cosmic Self


Optimize for Better Load Time and Deliverability

One challenge I faced when implementing interactive elements in email campaigns was the increased load time and deliverability issues. Some interactive features, like carousels or embedded videos, caused the emails to load slowly or be flagged as spam by certain email providers. This negatively impacted our open rates and overall campaign performance.

To overcome this, the team and I focused on optimizing the interactive elements by using lightweight coding and compressing media files. Additionally, I worked closely with the design and development teams to ensure that all interactive components were built with efficiency in mind, using HTML and CSS animations instead of heavy JavaScript. I also ran extensive A/B testing to ensure the emails were deliverable and functional across various email clients.

An example of that would be a campaign I had some years ago where we used a gamified scratch-off element to reveal a discount code. Initially, this feature slowed down the email and affected deliverability. After optimizing the code and reducing file sizes, the interactive email loaded faster and reached inboxes without issue. The result was a significant increase in user engagement, with a 25% higher click-through rate compared to previous, non-interactive campaigns.

Dan TabaranDan Tabaran
Head of Marketing, Influencity


Use Progressive Enhancement for Compatibility

When introducing interactive elements into email campaigns, we experienced issues with cross-platform and device support. Some media support HTML5, CSS, and JavaScript in ways that differ from others, and therefore, some elements may appear different and function differently.

The approach used to resolve this was progressive enhancement. This means designing an email that will look good and work with any email client, and then building upon that basic layout by inserting fancy bits of code when the client accepts it.

In a campaign carried out with the intention of promoting new products, we aimed to incorporate a clickable image gallery. We first developed a plain version of the email with “web links” for the images used in the body of the email. For mail clients that supported HTML5, we included a JavaScript-based image gallery with hover and zoom features. This way, everybody could view the content in the simplest layout possible; at the same time, those with more sophisticated mail clients could enjoy the full set of linked states and other interactive elements.

Balram MaharjanBalram Maharjan
CEO, International Hotel Training School


Provide Fallbacks for Unsupported Email Clients

I faced the issue of some email clients not supporting interactive elements like videos. To fix this, I provided a fallback option with a static image and a link to the content. This approach ensured that everyone could still engage with the email, leading to a successful campaign.

Marta RomaniakMarta Romaniak
VP of Global Branding / Vice President of Global Branding, Avenga


Bypass Platform Limitations with Basic HTML/CSS

We encountered a challenge when trying to integrate interactive elements with our email marketing platform’s limited capabilities. Our initial attempt to include interactive elements like polls and interactive image galleries didn’t work as smoothly as we hoped due to the constraints of the platform.

To address this, we decided to take a more creative approach. We switched to using basic HTML and CSS for interactive features, such as clickable image hotspots and simple hover effects. For instance, in one campaign, we created a visually appealing email that featured a static image with clickable hotspots that revealed additional information when hovered over. This method bypassed the limitations of our email platform and still delivered a visually engaging experience to our subscribers. This adjustment not only solved the compatibility issue but also resulted in higher engagement and better feedback from our audience.

JD LloydJD Lloyd
Business Development Manager and Project Manager, Bella Virtual Staging


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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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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


Submit Your Answer

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Related Articles

25 Innovative Ways to Drive Traffic to Email Signup Pages

25 Innovative Ways to Drive Traffic to Email Signup Pages

25 Innovative Ways to Drive Traffic to Email Signup Pages

In the quest for innovative ways to boost email sign-up rates, we’ve gathered twenty-five unique strategies from CEOs, Founders, and other leading marketing experts. From utilizing personalized video messages to gamifying industry challenges, these professionals reveal their unconventional methods and how they stack up against the norm.

  • Personalized Video Messages Increase Engagement
  • Leverage Book Content for Email Sign-Ups
  • Host Educational Workshops for Sign-Ups
  • Collaborate with Micro-Influencers
  • Address Email Confirmation Hurdles
  • Host a LinkedIn Giveaway Contest
  • Integrate QR Codes in Offline Marketing
  • Engage Users with Interactive Quizzes
  • Use Timed Pop-Up Modal for Sign-Ups
  • Influencer Partnerships Drive Targeted Traffic
  • Contribute in Niche Community Forums
  • Create Joint Promotions with Similar Blogs
  • Organize a Meme Contest for Sign-Ups
  • Offer Legacy Book for Email Sign-Up
  • Host a Mystery Box Social Media Giveaway
  • Host Networking Sessions for Email List
  • Gamified Referral Program Boosts Subscriptions
  • Downloadable Industry Report Grows Email List
  • Offer Exclusive Game Access for Sign-Ups
  • Partner with Local Businesses for Discounts
  • Incorporate Sign-Ups into Brand Events
  • Creativity Drives Email Sign-Up Traffic
  • Virtual ‘Resume Makeover Marathon’ Engages Users
  • Digital Photo Booth Attracts Conference Attendees
  • Gamified Legal Tech Challenges Increase Subscriptions

Personalized Video Messages Increase Engagement

We experimented with personalized video messages. After a user signed up, they received a customized welcome video from our team. Before receiving this personalized content, users were teased with generic previews on various platforms, which prompted an increase in sign-ups to receive the full personalized experience.

Personalized video messages had a profound impact on the emotional connection users felt with our brand, leading to a 40% increase in open rates for subsequent emails compared to those sent without personalized content. This strategy not only improved initial sign-up rates but also enhanced long-term user engagement with our email content.

Jason HennesseyJason Hennessey
CEO, Hennessey Digital


Leverage Book Content for Email Sign-Ups

While it may not be entirely unconventional, I’ve found great success with a method that’s gaining traction in the publishing world: leveraging book content to drive email sign-ups. I wrote a short book on Mastering AI in Communications and strategically included calls to action in the book, offering readers access to additional information and resources by signing up for my email list. This approach creates a natural funnel from engaged readers to email subscribers.

The performance has been impressive, especially when combined with speaking events where I distribute my books. After these events, I consistently see a significant spike in email sign-ups. In fact, this approach typically doubles the number of sign-ups compared to more traditional methods like running small ad campaigns or engaging in direct message conversations on social media.

What makes this method effective is the context and timing. Readers who are already invested in the book’s content are more likely to want additional resources. By offering these through an email sign-up, we’re providing value at the exact moment of high interest.

Moreover, the personal connection established during speaking events seems to amplify this effect. When people receive the book directly and hear me speak, there’s an increased trust and interest that translates into higher sign-up rates.

While this method requires more upfront effort in creating valuable content and securing speaking engagements, the long-term payoff in terms of engaged email subscribers has been well worth it. It’s a strategy that not only grows my list but ensures that those joining are genuinely interested in the topic, leading to better engagement rates down the line.

Kendra CormanKendra Corman
Strategist and Consultant, KendraCorman.com


Host Educational Workshops for Sign-Ups

When launching Caption Easy, engaging film producers meant thinking outside the box. We hosted an online accessibility workshop, offering insights on enhancing viewer experiences. Participants received exclusive content via our email sign-up, blending education with engagement. This approach not only drove a 40% increase in our email subscriptions but also solidified our relationships within the industry, proving more effective than standard promotional emails.

Khurram SuhrwardyKhurram Suhrwardy
CEO, Caption Easy


Collaborate with Micro-Influencers

To drive traffic to my email sign-up page, I collaborated with micro-influencers in the wedding industry. Instead of opting for big names, I chose influencers with a dedicated and engaged following. We created a series of beautifully styled photo shoots featuring my products, which they shared on their social platforms. This approach generated a buzz and increased sign-ups significantly more than traditional paid ads. The personal touch and authentic recommendations resonated well with potential brides, making this method highly effective.

Ketie ZhangKetie Zhang
Founder, Ketie Story


Address Email Confirmation Hurdles

I really sweat the whole process. I’ve put as much thought into the journey people take when they click as I have into the sign-up form itself. Calls to action aren’t just a one-time thing; they often require users to take multiple steps. For my newsletter sign-up, for instance, I need them to confirm their email address to make sure they truly want to join my mailing list.

It’s important to consider what could go wrong at this stage of the process. In my experience, two main issues might arise.

First, a user might not realize they need to confirm their email address. To tackle this, I direct them to a custom page right after they submit their initial form. On this page, I clearly explain why confirming their email is necessary.

Second, there’s always a chance they might not receive the confirmation email due to various reasons. That’s why on the post-sign-up page, I encourage people to reach out to me directly if they haven’t received the email. I’d rather manually add them than lose a subscriber. This approach has proven more effective than traditional methods because it addresses potential hurdles directly and makes the entire sign-up process as smooth as possible.

Amir ElaguizyAmir Elaguizy
CEO and Co-Founder, Cratejoy, Inc


Host a LinkedIn Giveaway Contest

One unexpectedly successful method I used to boost traffic to my email signup page was utilizing LinkedIn to host a “free cheat sheet giveaway contest.” It was more than just sharing a resource; it made the entire process competitive and more engaging.

People love freebies and competition, so this approach combines the best of both worlds. The participants had to sign up for my email list to gain access to the cheat sheet and enter the contest. The results were astounding. I saw a 38% increase in signups compared to my conventional methods of free resource sharing.

The competition added an element of fun and urgency that simply offering a free resource could not. It’s a technique I’d highly recommend to anyone looking to boost their email list subscriptions.

Tim HansonTim Hanson
Cco, PenFriend


Integrate QR Codes in Offline Marketing

As an agency, we test many strategies. One unconventional method we utilized to drive traffic to our email signup page involved integrating QR codes into our offline marketing materials. We printed these QR codes on business cards, flyers, and even merchandise like T-shirts and mugs. This approach leveraged potential users’ curiosity and interactivity, prompting them to scan the code with their smartphones. Once scanned, users were directed to a visually appealing and user-friendly landing page where they could easily sign up for our email list.

Compared to traditional methods, such as social media ads or website pop-ups, this technique performed remarkably well. We observed a significant increase in signups from events and locations where our QR codes were prominently featured. This success can be attributed to the novelty and convenience of the QR codes, which provided a seamless bridge between our offline and online presence.

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


Engage Users with Interactive Quizzes

One unconventional method I used to drive traffic to a school club’s email signup page was creating a free, interactive quiz related to the club. Instead of relying solely on traditional methods like social media posts and pop-up forms, I designed a quiz that questioned students on marketing facts. At the end of the quiz, participants were prompted to enter their email to receive their results.

The quiz’s interactive nature engaged users more effectively, leading to a significant increase in sign-ups. People were not only more likely to complete the quiz but also more willing to share their email in exchange for valuable, personalized content.

Courtney DangCourtney Dang
Marketing Coordinator, Achievable


Use Timed Pop-Up Modal for Sign-Ups

One unconventional method I’ve used to drive traffic to an email sign-up page is to include the form in a pop-up modal or lightbox that appears after a user has spent a certain amount of time on the site. Many people dislike pop-ups, but used judiciously and with consideration for the user experience, they can be an effective tactic.

For example, I implemented a pop-up sign-up form on a client’s blog that would appear after a visitor had scrolled through 2-3 articles. The timing felt natural—visitors had engaged with the content and were now presented with an easy way to continue that relationship via email. The pop-up explained the benefits of signing up and promised not to show up again if the reader X’ed out. This simple lightbox generated hundreds of new email subscribers over time, at very little cost. Sometimes you have to try creative techniques like this to cut through the noise. Just be sure to avoid overly aggressive pop-ups that might detract from the user experience. Test and optimize to find the right balance.

Gert KullaGert Kulla
CEO, Batlinks


Influencer Partnerships Drive Targeted Traffic

When it comes to driving traffic to an email signup page or form, I’ve found that one of the most unconventional yet effective methods is to leverage partnerships with influencers and affiliates. Many businesses focus solely on paid ads or organic social media, but influencer marketing opens up an entirely new channel.

For example, I once partnered with a popular YouTuber in my niche to feature my lead magnet and signup page to their email list and social media following. While it required some upfront costs, the influx of highly targeted, warm traffic from their loyal audience generated hundreds of new subscribers in just a few days. It exceeded my expectations.

By thinking outside the box and collaborating with others who already have an audience, you can gain exposure and drive conversions in creative ways. The key is finding partners who genuinely align with your brand and offer value to their followers—it should be a win-win. With the right influencer partnership strategy, you can acquire customers you may not reach through conventional methods.

Charles VeprekCharles Veprek
Director of Business Development, IT Asset Management Group (ITAMG)


Contribute in Niche Community Forums

My advice is to engage in niche community forums related to your industry. Provide valuable insights and resources, and include a link to your email sign-up page in your forum signature or profile. This method effectively targets engaged audiences and drives organic traffic to your sign-up form.

For example, participating in relevant discussions builds credibility and trust, encouraging forum members to subscribe for more in-depth information and updates. This approach taps into highly interested and active user bases, leading to higher conversion rates compared to more general traffic sources.

Matias RodsevichMatias Rodsevich
Founder & CEO, PRLab


Create Joint Promotions with Similar Blogs

We collaborated with non-competing businesses for joint promotions. We didn’t rely solely on paid promotions and social media posts. We partnered with blogs that shared a similar target audience. Here, readers can access an exclusive whitepaper on the latest trends in app development by signing up for our email list.

Readers interested in staying up-to-date on cutting-edge technologies were motivated to sign up for our newsletter to receive valuable insights and resources. This approach established credibility and engaged a targeted and tech-savvy audience—an audience interested in app development.

Compared to traditional methods such as generic emails and banner ads, this collaboration performed exceptionally well. It not only drove traffic to our email sign-up page but also generated high-quality leads. The partnership enhanced our brand’s authority in the tech industry.

So, this unconventional approach showed the power of strategic partnerships in driving relevant traffic and expanding our email subscriber list.

Saikat GhoshSaikat Ghosh
Associate Director of HR & Business, Technource


Organize a Meme Contest for Sign-Ups

We once used a meme contest to drive traffic to our email sign-up page. I know, it sounds ridiculous, but it worked like a charm. We asked followers to create and share memes related to our industry, with the catch being they had to sign up for our email list to enter. People love a good laugh and the chance to show off their creativity, so it really took off.

In my opinion, this method performed way better than traditional approaches like pop-ups or static website banners. The engagement was through the roof, and the traffic to our sign-up page quadrupled compared to our usual campaigns. It showed that thinking outside the box and tapping into what people enjoy can make all the difference.

Andrew Lee JenkinsAndrew Lee Jenkins
Owner, Catalyst RVA Marketing Agency


Offer Legacy Book for Email Sign-Up

We tried a unique method of giving away a legacy book for just $1 in exchange for signing up for our mailing list. We created a legacy with relevant and valuable content in our niche and promoted it through social media and community campaigns. We posted on Facebook and LinkedIn about the legacy book. This nontraditional method of providing value upfront in exchange for an email address performed significantly better than our previous attempts using banner ads and sidebar forms. We doubled our email list size within the first week compared to the previous month using traditional methods. The $1 legacy book offer acted as a powerful incentive for interested prospects and also for angel investors to take action and sign up.

Mahee ChouhanMahee Chouhan
Content and Digital Marketing Manager, Mitt Arv


Host a Mystery Box Social Media Giveaway

A method that worked wonders for Festoon House was hosting a “Mystery Box” giveaway on social media. Here’s how it worked: We asked people to sign up for our email newsletter to be eligible for a mystery box filled with surprise products from our store. The catch? We didn’t reveal what was inside! So with this, we created a sense of intrigue by sharing close-up shots of the products, asking people to guess what they could be, and encouraging them to sign up for a chance to win.

We then promoted the giveaway on Instagram and Facebook, and it created a lot of buzz. People were curious, and that curiosity drove them to sign up for our email list. We gained over 1,000 new email subscribers in just two weeks, which was a significant increase compared to our usual signup rates. Compared to traditional methods like offering a discount or free shipping, the Mystery Box giveaway outperformed them by at least 3x.

The best part of this is that the Mystery Box giveaway allowed us to showcase our products in a unique and creative way. When the winners received their mystery boxes, they shared their experiences with friends and family, creating a ripple effect that drove even more traffic to our email signup page. We also saw an increase in engagement on our social media channels, with people sharing their guesses and excitement about the mystery box. It was a win-win! Our email open rates also increased, as people were eager to learn more about our products and promotions.

Matt LittleMatt Little
Founder & Managing Director, Festoon House


Host Networking Sessions for Email List

Beyond social media ads and SEO, I’ve found that one other way that stands out is hosting networking sessions.

I gather local real estate professionals, investors, and enthusiasts to discuss market trends, share knowledge, and explore opportunities. At the end of each session, I introduce my email signup page and show them the exclusive content and insights they can get.

This method outperformed all others. People who signed up at these sessions were 50% more engaged, opened, and clicked more. They liked the face-to-face connection and trusted the personal follow-up.

Networking sessions build community and drive highly engaged traffic to your email list. The personal touch turns curiosity into commitment.

Danny JohnsonDanny Johnson
Founder, Danny Buys Houses


Gamified Referral Program Boosts Subscriptions

We employed one unorthodox approach to draw people to our email signup page; it was achieved through a game-like system with referrals. Instead of the usual paid advertising or social media promotions, we created an enjoyable experience where participants could obtain points and gifts for referring friends and completing other specific tasks, like posting something on their social media about 4Freedom Mobile.

The referral plan was presented in simple language and beautiful colors, as well as showing motivation that was attractive to our target audience. By making it a game rather than just another process, we not only enjoyed it but also created competition among the users who are now part of the 4Freedom Mobile community; more sign-ups were encouraged.

The results were amazing. The first month after launching the gamified program saw a 50% rise in email subscriptions compared to our traditional methods. Furthermore, users had higher engagement levels, as most of them would spend more time on our site while actively participating in referral competitions. This strategy did not only increase the number of emails on our list but also contributed to brand loyalty and awareness, which proved to be extremely effective for us.

David SiclairDavid Siclair
CEO, 4Freedom Mobile


Downloadable Industry Report Grows Email List

Recognizing the gap between high site traffic and low customer engagement, we devised an unconventional method to boost email sign-ups. We created a downloadable industry report that provided detailed insights, which our audience was actively seeking through our existing content. This strategic approach served as a more appealing alternative to direct contact requests, offering tangible value while subtly encouraging users to subscribe to our mailing list. The performance of this method was markedly better than traditional direct appeals for contact. It successfully bridged the trust gap and increased our email sign-ups significantly, allowing us to nurture these leads with further valuable content and convert them over time.

Brett UngashickBrett Ungashick
CEO & CHRO, OutSail


Offer Exclusive Game Access for Sign-Ups

One unconventional method that drove tremendous traffic to my email sign-up page was offering exclusive access to new game modes or customization features in exchange for signing up. Compared to standard sign-up forms, this personalized approach skyrocketed conversion rates, as it provided real value to my audience and made them feel like VIP members of the community.

Holger SindbækHolger Sindbæk
Founder, Online Solitaire


Partner with Local Businesses for Discounts

One unconventional method we used to drive traffic to our email signup page was partnering with local businesses to offer exclusive discount coupons to their customers. Contrary to just giving out coupons that they could only use for our business, we partnered with other local businesses so it creates more value for our subscribers. These coupons could only be claimed by signing up for our email list, creating a win-win situation for both parties.

This approach outperformed traditional methods such as social media ads and pop-ups on our website, as it offered a tangible benefit to users right away. In addition to this, we also organized limited-time giveaway contests where participants had to sign up through our email form to enter. By providing value upfront in the form of discounts or potential prizes, we successfully encouraged more sign-ups and engagement from our target audience.

David Rubie-ToddDavid Rubie-Todd
Co-Founder & Marketing Head, Sticker It


Incorporate Sign-Ups into Brand Events

I don’t know if I’d call it ‘unconventional,’ but one of the methods that worked really well for Gigli when it came to getting people to our email signup page was incorporating it into our events that we’ve held. Basically, we’ve held a number of events and parties for people to come and experience our brand, products, and more. Sometimes, we’ll have sign-up booths at these parties, stickers, or QR codes to scan that either lead to our email sign-up page or to a campaign page that includes that in the process of entering a competition or something else.

The great thing about this method is that people are already in an environment created by and surrounded by our brand. It’s exciting, and they’re a part of the brand experience, meaning we’re building a stronger relationship with them. Them signing up for our emails is just one of the next steps to further build on that relationship and that experience.

Kam TalebiKam Talebi
CEO, Gigli


Creativity Drives Email Sign-Up Traffic

“Creativity is intelligence having fun.” – Albert Einstein

As a children’s clothing and accessories brand, we decided to think outside the box to drive traffic to our email signup page. Instead of relying solely on traditional methods like social media ads and influencer partnerships, we organized a virtual fashion show for kids. This unconventional approach not only engaged our target audience in a unique way but also generated buzz and excitement around our brand.

The virtual fashion show featured real kids showcasing our latest collection, allowing parents to see our products in action. We promoted the event through targeted email campaigns and collaborations with parenting blogs. The response was overwhelming – our email signup rate increased by 57.24% compared to our previous campaigns!

In the words of Walt Disney, “It’s kind of fun to do the impossible.” By thinking creatively and taking a risk with an unconventional method, we were able to not only drive traffic to our email signup page but also create a memorable experience for our audience.

Nikhil SoniNikhil Soni
Founder, The Tribe Kids


Virtual ‘Resume Makeover Marathon’ Engages Users

We organized a virtual ‘Resume Makeover Marathon’ where participants could get real-time feedback on their resumes from industry experts. To join, they had to sign up through our email form. This unconventional approach not only provided value but also created a sense of urgency and exclusivity.

Compared to traditional methods like social media ads, this initiative saw a 40% higher conversion rate and significantly increased our email sign-ups by 35%. My advice is to create events that offer immediate value and engagement to your audience.

Amit DoshiAmit Doshi
Founder & CEO, MyTurn


Digital Photo Booth Attracts Conference Attendees

At a recent industry conference, we offered a digital photo booth that allowed attendees to get professional headshots. To retrieve their photos, they had to enter their email. This tactic diverted users to our signup page while providing a fantastic keepsake. The activation from this activity resulted in a 25 percent higher subscription rate than our online promotions.

Sunaree KomolchomaleeSunaree Komolchomalee
Head of Human Resources, Cupid Digital PR Agency


Gamified Legal Tech Challenges Increase Subscriptions

As a legal professional, I leveraged the power of interactive webinars to drive traffic to our email signup page. Instead of traditional CLE seminars, we created a series of “Legal Tech Challenges” where participants solved hypothetical cases using cutting-edge legal software. To access the challenges, users had to sign up via our email form. This gamified approach not only showcased our tech-savvy capabilities but also created a sense of excitement and competition among legal professionals. The results were remarkable, with a 300% increase in email signups compared to our standard newsletter promotions. Moreover, the engagement rate of these new subscribers was significantly higher, as they were already primed for interactive content. This method proved particularly effective in attracting younger lawyers and legal tech enthusiasts to our firm’s digital ecosystem.

Lee OdiernoLee Odierno
Personal Injury Lawyer, The Odierno Law Firm, P.C.


Submit Your Answer

Would you like to submit an alternate answer to the question, “What is one unconventional method you used to drive traffic to your email signup page or form? How did it perform compared to traditional methods?”

Submit your answer here.

Related Articles

8 Effective Strategies for Testing Different Email Sending Frequencies

8 Effective Strategies for Testing Different Email Sending Frequencies

8 Effective Strategies for Testing Different Email Sending Frequencies

In the quest to perfect email marketing strategies, we turned to eight seasoned professionals, including CEOs and Founders, for their firsthand experiences in testing email-sending frequencies. From optimizing cadence with segmented frequency tests to leveraging user feedback, discover the varied approaches and successful outcomes they’ve achieved.

  • Segmented Frequency Test Optimizes Cadence
  • Split-Test Reveals Twice-Weekly Engagement Boost
  • Methodical Testing Balances Engagement and Retention
  • Predictive Sending Increases Opens and Revenue
  • Timing Nudges to Match Conversion Patterns
  • A/B Testing Segments for Engagement Metrics
  • Continuous Testing Aligns with Customer Expectations
  • User Feedback Informs Email Frequency Strategy

Segmented Frequency Test Optimizes Cadence

We implemented a segmented frequency test to optimize our email-sending cadence. We divided our subscriber list into three groups based on engagement levels: high, medium, and low. Each group received emails at different frequencies—twice weekly, weekly, and biweekly, respectively—over a three-month period.

Our most successful outcome was with the medium-engagement group. By increasing their email frequency from biweekly to weekly, we saw a 22% increase in click-through rates and a 15% boost in conversions. Interestingly, unsubscribe rates remained stable, indicating that the increased frequency didn’t negatively impact subscriber satisfaction.

This test revealed that tailoring email frequency to engagement levels can significantly improve campaign performance. It’s crucial to find the sweet spot where you’re staying top-of-mind without overwhelming subscribers.

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


Split-Test Reveals Twice-Weekly Engagement Boost

As an agency, we run split-tests with every client campaign, and the results over hundreds of campaigns spell it out beyond doubt: twice-weekly emails draw more engagement than lower or higher frequencies. The variance isn’t huge, but the results are consistent in about 75% of cases.

We typically start by running campaigns weekly to split-test and optimize copy and creatives. Then we test frequencies using 1, 2, and 3 emails per week as the single variable, with all other aspects of copy and creatives remaining consistent across the three campaigns.

  • 1 per week gets the highest open rate (1pw: 29%, 2pw: 24%, 3pw: 20%).
  • 2 per week get the highest CTR and conversion rate (1pw: 10%+3%, 2pw: 12%+5%, 3pw: 8%+2%).
  • 3 per week get the highest unsubscribe rate: 1.5% (1pw: 0.5%, 2pw: 0.7%, 3pw: 1.5%).

Ben HiltonBen Hilton
Founder & Managing Director, Switch Jam Digital


Methodical Testing Balances Engagement and Retention

At our company, we use a methodical approach to test email-sending frequencies to optimize engagement without overwhelming our subscribers. Initially, we segment our audience based on their interaction levels—high, medium, and low. For each segment, we tailor the frequency of emails, starting with a baseline derived from industry standards and previous campaign data. We gradually adjust the frequency upwards or downwards in controlled intervals, closely monitoring metrics such as open rates, click-through rates, and unsubscribe rates. This method allows us to find a balance that maximizes engagement while maintaining a healthy subscription rate.

One successful test involved our client in the e-commerce sector, where we experimented with sending frequency for their promotional emails. We tested three different frequencies: once a week, twice a week, and three times a week. The segment that received emails twice a week showed the highest engagement levels without any significant increase in unsubscribe rates. Sales from emails also increased by 18% in this segment compared to the others. This test was instrumental in defining our ongoing email strategy for that client, proving that optimal frequency can significantly impact campaign effectiveness and sales outcomes.

Jason HennesseyJason Hennessey
CEO, Hennessey Digital


Predictive Sending Increases Opens and Revenue

Probably the biggest lesson we’ve learned is understanding open tendencies, and I think ActiveCampaign really nails this down with predictive sending. It allows us to send not only at an optimized time (i.e., 11 AM on a Tuesday) but also when the actual contact normally opens and reads emails. This has helped us increase opens by around 10-15% on many of our client sends, even for one of our accounts with 500k sends. It’s massively improved opens and revenue from email.

Ross JenkinsRoss Jenkins
CEO, DigitalME


Timing Nudges to Match Conversion Patterns

The timing metric we do our best to hit, whenever possible, is the time between initial contact and purchase decision. We know that moving services are something that our customers plan ahead for, and we want to time our final nudges just right so that customers keep us in mind around decision time. One of the simplest metrics we use for this is simply tracking the time from when customers opt into our emails to when they eventually convert. This has helped us develop a range of conversion times, and we send nudge emails at the beginning, middle, and end of this range in order to maximize our chances without bombarding anyone.

Nick ValentinoNick Valentino
VP of Market Operations, Bellhop


A/B Testing Segments for Engagement Metrics

First and foremost, it’s crucial to have an efficient marketing tool that allows you to schedule the frequency of your emails and test their performance. By doing so, you can avoid being tagged as spam, which could significantly harm your sender reputation and deliverability rates!

A good email marketing platform should offer features such as A/B testing, analytics, and deliverability tracking. Additionally, you can track engagement metrics to fine-tune your strategies and achieve the best possible results.

For example—one successful test I conducted involved segmenting our email list based on user engagement levels. We divided our audience into three groups: highly engaged, moderately engaged, and less engaged subscribers. Each group received emails at different frequencies; the highly engaged group received emails three times a week, the moderately engaged group twice a week, and the less engaged group once a week.

After a month, we analyzed the open rates, click-through rates, and unsubscribe rates for each segment. We found that the highly engaged group maintained steady engagement metrics, while the moderately and less engaged groups showed improved open and click-through rates without significant increases in unsubscribes.

David Rubie-ToddDavid Rubie-Todd
Co-Founder & Marketing Director, Glide


Continuous Testing Aligns with Customer Expectations

We were very lucky at Gigli that we understood the importance of testing things early on when it came to marketing techniques and other brand-related changes/strategies. This meant that, when we started with our email marketing campaigns, we were very serious about testing what worked for our customers in particular and what didn’t. We found out pretty early on what frequency worked for our customers pretty much through trial and error—sending emails out at different frequencies for different (but similar) campaigns.

But we didn’t stop there.

We understand that customer needs change, especially as a business grows its audience and reputation. So, we created milestones where we run through a number of tests to ensure that our email frequency still aligns with customer expectations, or if we need to adjust things slightly.

Kam TalebiKam Talebi
CEO of Gigli, Gigli


User Feedback Informs Email Frequency Strategy

We operate a creator job board email list. Instead of using the conventional method of sending more emails and seeing what works, we opted to ask for our users’ opinions.

Our standard procedure includes sending out regular emails, which incorporate a feedback survey on frequency and timeframe.

This survey, included in every email, offers recipients the option to receive more frequent emails containing job opportunities. By engaging our audience in this manner, we enhance our click rates without the downside of getting our list removed.

Victor HsiVictor Hsi
Founder, UGC Creator


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Related Articles

Thought Leadership Marketing: How to Nurture Leads With Email

Thought Leadership Marketing: How to Nurture Leads With Email

Thought Leadership Marketing: How to Nurture Leads With Email

Discover how thought leadership can transform your email marketing strategy and nurture leads more effectively, as we’ve gathered insights from top marketing professionals. From understanding the prospects’ jobs to be done to sharing expert insights with email newsletters, explore the ten innovative strategies shared by Marketing Directors, CMOs, and other marketing experts.

  • Understand the Prospects’ Jobs to Be Done
  • Include Industry-Specific Content
  • Host Industry Webinars and Workshops
  • Deliver Perspectives on Industry Trends
  • Tackle Issues With Deep-Dive Content
  • Offer Relevant and Useful Solutions
  • Create Engaging, Problem-Solving Content
  • Educate Leads with Targeted Thought Leadership
  • Measure Thought Leadership Effectiveness
  • Share Expert Insights with Email Newsletters

Understand the Prospects’ Jobs to Be Done

Marketers can utilize thought leadership in email marketing to understand their sales prospects’ “jobs to be done.” What questions do individuals typically ask during the sales process? What challenges are they encountering? What specific issues lead them to seek your services? What reservations might they have?

You can frame these considerations in terms of “jobs to be done.” What I mean is that people don’t simply wake up thinking they need a specific product like an integrated marketing automation system. Instead, they are looking to achieve broader goals such as gaining better insights into their customers, saving time on marketing tasks, or understanding the return on investment. Therefore, your communication should address these underlying needs rather than focusing solely on the features of your products and services.

Patrick BeltranPatrick Beltran
Marketing Director, Ardoz Digital


Include Industry-Specific Content

In email marketing, leveraging thought leadership can be a powerful tool to nurture leads. One effective way to do this is by including insightful, industry-specific content in your email newsletters. This could take the form of white papers, in-depth guides, recent research findings, or expert commentary on current trends relevant to your audience’s interests and challenges.

By providing valuable knowledge that helps your subscribers understand their industry better or solve specific problems, you position your brand as an authoritative voice in your field. This not only adds value for the recipient but also builds trust and credibility for your brand.

Such thought leadership content encourages readers to engage more deeply with your emails, enhancing their perception of your brand as a valuable resource. Over time, this approach can lead to increased open rates, higher engagement, and, ultimately, more conversions as leads are nurtured along the sales funnel toward becoming loyal customers.

Swapnil KumarSwapnil Kumar
Growth & Marketing Manager, Smartlead


Host Industry Webinars and Workshops

One tactic we use involves inviting our email subscribers to webinars and workshops hosted by well-known professionals in the business intelligence sector.

These occasions provide a look into the latest trends and technologies, giving potential customers a chance to interact directly with industry professionals.

This hands-on method enhances their journey and reinforces the credibility of our platform as a trusted source in the field, strengthening our connections with potential clients.

Arkadiy OstrenkoArkadiy Ostrenko
CMO, BI-Box


Deliver Perspectives on Industry Trends

One effective way marketers can use thought leadership in their email marketing strategies to nurture leads is to share insights and opinions on trends in their industry. As an expert in my field, I frequently analyze trends and share my perspective on where the industry is heading and what companies should be focused on to stay ahead of the curve. For example, if there are new technologies emerging that will impact how businesses operate, I will draft an email with my key takeaways on these technologies, how I foresee them evolving, and recommendations for how readers can benefit from and implement them.

Sharing forward-looking insights and calls to action in this way helps to build trust and establish your brand as a leader that audiences can turn to for guidance. It also gives readers valuable information they can act on immediately to improve their businesses. Over time, consistently providing this type of thought leadership through email helps to nurture relationships with readers and position your company as a trusted partner.

Matthew SmithMatthew Smith
Marketing Director, Right Hook Studio


Tackle Issues With Deep-Dive Content

Using thought leadership in email marketing can be a game-changer for nurturing leads. It’s all about building trust and showcasing your know-how. I’ve found that sharing deep-dive content that tackles the real issues and questions in our industry helps me stand out. Instead of just pushing sales, I aim to be seen as a helpful expert.

My go-to move is to send emails packed with things like insightful whitepapers, success stories, or invites to knowledge-sharing webinars, all geared specifically to what my audience cares about. This approach has worked wonders for us, boosting our interactions and conversions. Essentially, by giving out genuinely useful information, I’ve seen firsthand how a once unresponsive lead can become a dedicated customer.

Valentin RaduValentin Radu
CEO & Founder, Blogger, Speaker, Podcaster, Omniconvert


Offer Relevant and Useful Solutions

In my years of experience as a marketer, I have learned that when it comes to nurturing leads, it is never enough to offer your audience insights alone. The fact is, in order to sustain their attention and win them over to becoming customers of your business’s offerings, you must engage them with relevant and useful solutions.

However, it is important to note that the measure of value an audience credits to an insight is determined by how much of a solution it is for their immediate needs. Therefore, one way that marketers can effectively incorporate thought leadership into email marketing strategies and nurture their leads is by making sure that their email content offers solutions.

Indeed, it may be difficult to navigate the lines between promoting a brand and maintaining credibility as a thought leader through email marketing. However, the truth remains that potential customers are always attracted to brands that offer the solutions they seek.

One of the most distinguishing factors about thought leaders is that they offer solutions, and I have learned that providing solutions is one way that thought leadership can be incorporated into email marketing strategies to ensure that leads are effectively nurtured.

Edmafe EclaveaEdmafe Eclavea
Marketing Manager, Couponsnake


Create Engaging, Problem-Solving Content

Marketers have a smart idea to attract leads in email marketing. They create helpful content that solves the problems of their audience. For example, they can send a few emails with expert writings like articles or white papers. These emails prove their knowledge and make people trust them.

But the emails must also engage readers to join more insights, webinars, or get guides. This builds relationships and moves leads closer to making a purchase. However, the writings cannot be too complex. They should be simple and clear, with short sentences and everyday words that a student can comprehend.

Khurram MirKhurram Mir
Founder and Chief Marketing Officer, Kualitee


Educate Leads with Targeted Thought Leadership

Thought leadership content provides an excellent opportunity to educate leads and demonstrate your expertise. Using targeted content according to the user persona, you can set up email campaigns that offer additional educational information about product specifications or technical considerations through in-house or external content.

It’s important to note that instead of sharing promotional material, focus on providing tangible value and knowledge to your leads. This can develop a sense of trust and position you as an expert, allowing you to guide the lead down the sales funnel. Staying on top of industry trends and curating content for different user personas is essential to using thought leadership content effectively for this purpose.

Rob CleggRob Clegg
Senior Content Manager, Exclaimer


Measure Thought Leadership Effectiveness

If you’ve set up your email marketing and thought-leadership strategy, it’s crucial to start measuring your efforts seriously. The great thing about integrating thought leadership into your strategy is the abundance of metrics available.

Gone are the days of focusing solely on advertising equivalencies and media impressions. Now, we’re concentrating on lead generation through email marketing, improving domain authority, boosting search engine rankings, and examining our sales funnel at each stage.

There’s no point in investing significant time and effort into a thought-leadership program based on content marketing if you’re not going to track its effectiveness. The C-suite is driven by numbers, and fortunately, there are plenty to provide when needed. Ultimately, in the digital era, it’s essential to engage people with valuable content that prompts them to take action. The real magic of thought leadership lies in strategic, consistent thought-leadership content marketing.

Lydia ValentineLydia Valentine
Co-Founder and Chief Marketing Officer, Cohort XIII LLC


Share Expert Insights with Email Newsletters

As an experienced digital marketer, I’ve found that sharing thoughtful insights through email newsletters is one powerful way to nurture leads with thought leadership. By positioning yourself as an expert guide in your subscribers’ inboxes, you demonstrate knowledge and build trust. This helps move prospects down the funnel by showing you understand their problems and can provide solutions.

For instance, a B2B tech company could nurture leads by sending a monthly newsletter with their CTO’s perspectives on industry trends and challenges. This gives subscribers valuable insider tips from a credible source. The CTO can provide analysis on topics the target audience cares about, establishing the company as a trusted advisor. An email newsletter allows leads to regularly receive this high-level thought leadership, nurturing them toward becoming customers.

The key is crafting content directly from internal experts, tailored to what your audience wants to learn. This thought leadership helps prospects see you as an authority worth listening to. Email newsletters give you an owned channel to consistently distribute that expertise. So, leverage your thought leaders—their knowledge demonstrates your value. This is a proven way to nurture leads by positioning your brand as an insightful industry resource.

Dmitriy BobriakovDmitriy Bobriakov
Marketing Manager, RealEstateU


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Related Articles

21 Email Marketing Myths You Should Ignore

21 Email Marketing Myths You Should Ignore

21 Email Marketing Myths You Should Ignore

Exploring the vast world of email marketing, we’ve gathered insights from CEOs and Marketing Directors to debunk common misconceptions. From the myth that more emails always mean better results to the power of balancing images in email campaigns, here are the top 21 email marketing myths that experts insist you should ignore.

  • You Can Never Send Too Many Marketing Emails
  • You Need A Huge List To Succeed
  • Emails Must Be Highly Customized To Be Effective
  • Email Marketing Is Dead
  • Don’t Send Emails To Inactive Users
  • Email Is An Outdated, Ineffective Marketing Channel
  • Email Is Solely A Broad Marketing Tool
  • Increase Brand Awareness By Sending Lots Of Emails
  • All Emails Need To Be Short To Keep The Reader’s Attention
  • Non-Reader Style Emails Are Always More Effective
  • Advertising And Promotion Only
  • Sending Emails At A Specific Time Fixes Everything
  • Email Marketing Isn’t Worth The Investment
  • Customers Only Want Basic Order Confirmations
  • Bombard Your Customer With Any And Every Type Of Email
  • Email Marketing Benefits Only B2B Companies
  • It’s Not A Good Fit For The Weekends
  • Cliff-Hangers Or Gimmicks Are A Sure Way To Draw People In
  • Email Marketing is Expensive
  • Using Many Images Is The Key To Engagement And Conversions
  • All Unsubscribers Are Bad

You Can Never Send Too Many Marketing Emails

Annoying your subscribers with too many emails will work against you; you won’t build lifetime fans or trusted relationships when you over-send.

Always prioritize quality over quantity when sending marketing emails. Respect your readers’ inboxes. Be strategic about what emails you send and how often you send them. Every audience is different, so there’s not a magic number that’s *right,* but daily emails are usually too often for most brands. The only way to know for sure is to test and optimize to find your marketing sweet spot.

Lindsay HopeLindsay Hope
Owner and CEO, Lindsay Hope Creative


You Need A Huge List To Succeed

One email marketing myth to ignore? That you need a huge list to succeed. Quality over quantity, always. Engaged subscribers who want to hear from you—that’s what matters. Nurture relationships, provide value, and build trust over time. The rest will follow.

Casey JonesCasey Jones
Founder, Head of Marketing, CJ&CO


Emails Must Be Highly Customized To Be Effective

Our strategy defies the common belief that emails must be highly customized to be effective. Instead, we’ve found tremendous success with simple, one-liner emails sent to the right person at the right moment. This minimalist approach emphasizes the power of timing and relevance over detailed personalization, proving that sometimes, less really is more.

Justin SilvermanJustin Silverman
Founder & CEO, Merchynt


Email Marketing Is Dead

Email marketing is not dead! It’s actually one of the best ways to reach and connect with your audience. The secret? Personalize your emails with valuable content that helps your subscribers. Avoid generic promotional spam and focus on building relationships. This turns email into a powerful tool in your marketing toolbox.

Tom JaunceyTom Jauncey
Head Nerd at Nautilus Marketing, Nautilus Marketing


Don’t Send Emails To Inactive Users

In my experience, email marketers should disregard the myth that you should not send emails to inactive users. From our own email campaigns, I’ve observed that for subscribers who have not been active for four to five months, you should continue sending them emails. You should ideally wait for six to seven months before removing those users from your email lists. There’s a chance they haven’t been checking their emails because they are on a vacation trip, and they might look at your emails after they return.

Even with a slim chance of increasing conversions, you shouldn’t exclude people from your email list prematurely. It can definitely boost sales for your business, but to fully tap into its potential, keep engaging with your inactive subscribers.

Patrick BeltranPatrick Beltran
Marketing Director, Ardoz Digital


Email Is An Outdated, Ineffective Marketing Channel

One prevalent myth in email marketing that people should dismiss is the notion that ‘Email is an outdated, ineffective marketing channel.’ This belief is not only misleading but drastically overlooks the evolving nature of how email can be utilized to forge strong, direct connections with customers. In reality, when leveraged correctly through personalization and segmentation, email marketing remains one of the most powerful tools in a marketer’s arsenal. It provides unmatched ROI and enables businesses to deliver tailored content that resonates with their audience at scale. My years of experience have shown me time and again that ignoring email as a vital part of your marketing mix is like leaving money on the table.

Valentin RaduValentin Radu
CEO & Founder, Blogger, Speaker, Podcaster, Omniconvert


Email Is Solely A Broad Marketing Tool

At Connective Web Design, we advocate for a fresh perspective on email marketing. Rather than viewing it solely as a broad marketing tool, we encourage clients to see it as a platform for enhancing customer support and retention. The most effective emails are those enriched with exclusive insider insights or tailored closely to subscribers’ interests. These emails often outperform many social media posts because they aren’t subject to constantly shifting algorithms or fleeting trends. Instead, they focus on delivering direct value to your audience’s inbox.

However, the key is to avoid reverting to outdated email tactics that resemble sales pitches rather than value-added content. It’s crucial to strike a balance; keep your subscribers informed without overwhelming them with irrelevant content that risks landing in spam folders or prompts them to hit the unsubscribe button. The goal is to maintain relevance, personalize interactions, and above all, provide tangible value to your audience.

Rodney WarnerRodney Warner
CEO & Founder, Connective Web Design


Increase Brand Awareness By Sending Lots Of Emails

To increase brand awareness, I need to send out a lot of email marketing campaigns—which is one of the biggest myths you should ignore. Many businesses think that the only way their clients will remember them is if they send daily promotional emails. They believe that sending out more emails is beneficial; however, this is just another misconception. Think for a moment: Sending out as many emails to your contacts as you can will have you reported quickly, and your campaigns labeled as SPAM sooner or later. One of the main reasons readers report your online campaign is the high dispatch frequency coupled with irrelevant or unsuitable information. Having excellent content that is both interesting and pertinent to the recipients, along with the appropriate delivery frequency, is the best option.

Kartik AhujaKartik Ahuja
Digital Marketer, kartikahuja.com


All Emails Need To Be Short To Keep The Reader’s Attention

A common myth within email marketing that deserves to be debunked is the idea that “All emails need to be short to keep the reader’s attention.” Throughout my tenure as a Fractional Chief Marketing Officer and leading numerous campaigns in the digital sphere, I’ve found this to be a limiting belief. The key isn’t in the length, but in the relevance and value the email offers. For instance, in a comprehensive campaign for a SaaS client, we utilized longer, content-rich emails to educate our audience about complex product functionalities and industry insights. This approach not only increased our engagement rates but also bolstered our authority and trust within the niche.

Significantly, this longer-form email content was segmented to target specific user groups with tailored information that directly addressed their interests and pain points. By doing this, we transformed mere emails into valuable resources, resulting in a marked improvement in our campaign’s open and click-through rates—demonstrating that when there is substantial value, length becomes a secondary consideration.

Furthermore, engagement metrics from these campaigns provided concrete data to guide our future strategies. By analyzing the behavior of our audience—such as which sections they spent more time on and the links they clicked—we refined our approach, optimizing content length and structure to better serve our audience’s preferences. This iterative approach highlights the importance of not just adhering to conventional wisdom but instead focusing on delivering genuine value in a format that resonates with your audience, regardless of length.

Haiko de PoelHaiko de Poel
Owner, Mass Impact


Non-Reader Style Emails Are Always More Effective

The myth of the ‘non-reader’ has infiltrated marketing strategies. Most of the emails my competitors send are a few lines, at most. Some are little more than a single sentence with a button, and the worst are nothing more than an infographic or an overlaid stock image.

Personally, I feel a little patronized when I receive such an email.

Perhaps in the Gen Z retail sphere, this sort of brevity is worthwhile, but in recruiting, people still appreciate well-written copy that speaks to a valuable issue.

In fact, I’ve noticed that my longer email marketing messages get more traction and follow-up. The key is writing about an interesting topic and then tying it back to your company. Timely events are often a good start: people like to monitor changes in their industry, and if you have good insight, they’ll come back for more.

Linn AtiyehLinn Atiyeh
CEO, Bemana


Advertising And Promotion Only

That it’s just advertising and promotions.

It’s essentially the entire psychology and identity of the company or brand and often transcends mere sales pitches.

Each email sent is an opportunity to reinforce or redefine a company’s personality, to stand out in a crowded inbox by offering genuine value beyond the standard sales spiel. It’s about building a narrative that resonates with your target audience, turning subscribers into loyal customers, and, more importantly, into advocates for your brand in the long term.

Understanding this can transform your email marketing strategy from a sales-centric approach to a value-driven model, which is what more brands should focus on, in my opinion.

To make it short: It’s creating value and differentiation, a personality, and ultimately an identity for your brand.

Janis ThiesJanis Thies
Founder, SEOlutions GmbH


Sending Emails At A Specific Time Fixes Everything

One email marketing myth that people should ignore is the belief that sending emails at a specific time will magically increase results and solve all their marketing woes. While timing can play a role in email open rates, it’s just one piece of the puzzle. Success in email marketing depends on various factors, such as the quality of content, relevance to the audience, segmentation, and consistency. Rather than obsessing over the perfect time to hit send, businesses should focus on crafting compelling, personalized content that resonates with their subscribers. Building strong relationships with your audience through valuable and engaging content is ultimately what drives success in email marketing, not just the timing of delivery.

Ryan KellyRyan Kelly
Chief Marketing Officer, Easy Ice


Email Marketing Isn’t Worth The Investment

In my role of managing marketing strategies for a range of business-intelligence courses, I’ve found that some doubters claim email marketing isn’t worth the investment. However, based on my experience, this couldn’t be more wrong. Email marketing continues to be an efficient tool for us, delivering a strong return on investment. It enables us to track our progress and tweak our approaches on the fly, helping us optimize our marketing budget effectively.

Arkadiy OstrenkoArkadiy Ostrenko
CMO, BI-Box


Customers Only Want Basic Order Confirmations

A big myth I often hear is that customers only want basic order confirmations. While that’s important, it overlooks the power of targeted email communication.

Think about it. Navigating healthcare needs can be overwhelming, and targeted emails allow us to provide educational content, product recommendations based on past purchases, and timely reminders about important health screenings.

After all, it’s all about building trust and keeping our customers informed! By offering relevant, valuable content, we can become a trusted partner in their health journey, not just a place to order supplies.

Russell NogaRussell Noga
CEO, Medisupps.com


Bombard Your Customer With Any And Every Type Of Email

Many businesses worry that bombarding customers with emails will hurt their chances of success. But the truth is, it’s all about relevance! People unsubscribe from boring emails, not frequent ones.

Focus on sending valuable content your audience actually wants, like helpful tips or exclusive offers. By providing engaging emails at the right pace, you’ll build stronger customer relationships and keep your inbox welcome.

Aqsa TabassamAqsa Tabassam
Co-Founder & Chief Marketing Officer, EvolveDash Inc.


Email Marketing Benefits Only B2B Companies

One myth about email marketing is that it’s exclusively beneficial for B2C (business-to-consumer) companies. Ignore this! Many people assume that B2B (business-to-business) companies cannot gain from email marketing, which is completely incorrect. In reality, B2B companies often derive even greater benefits from email marketing than B2C companies.

B2B companies can utilize email marketing to connect with potential clients and foster durable relationships. They can also employ it to advertise their products and services and keep their clients informed about the latest updates and developments.

Additionally, B2B companies can leverage email marketing to educate their clients about their offerings. By providing essential information, they can assist their clients in making well-informed decisions and establishing trust.

Lydia ValentineLydia Valentine
Co-Founder and Chief Marketing Officer, Cohort XIII LLC


It’s Not A Good Fit For The Weekends

Email marketing is not a good fit for the weekends:

It is assumed that most people with 9–5 employment spend their weekends away from electronics. Although this might have been the case in the early years of the internet, it is not the case now. The number of individuals carrying around personal digital assistants (PDAs) is rising. In light of this, you should feel free to step up your email marketing strategy at any time of day or event. To keep subscribers, you should ensure that every email you send is mobile-responsive to make sure it can be viewed by everybody.

Cameron HollandCameron Holland
Marketing Director, GB Foam


Cliff-Hangers Or Gimmicks Are A Sure Way To Draw People In

It’s a prevalent marketing myth that you must have a cliff-hanger or other silly gimmick in your subject line to draw people in. The truth is, people don’t fall for those so easily these days (they’ve seen them all) and are more likely to be annoyed if they do click through.

So skip the misleading lures and instead, craft a subject line that succinctly describes the reason for the email.

A boring but accurate and concise subject line will resonate with the people you really want to reach and reduce superficial click-throughs that don’t pay off.

Rob ReevesRob Reeves
CEO and President, Redfish Technology


Email Marketing is Expensive

One email marketing myth that definitely needs to be ignored is that it’s expensive. Contrary to this belief, email marketing can be incredibly cost-effective, especially when compared to other forms of advertising, like print or television. With the right tools and strategies, you can reach a wide audience at a fraction of the cost. Plus, the return on investment (ROI) for email marketing can be quite substantial, which makes it a smart investment for businesses of all sizes.

Johannes LarssonJohannes Larsson
Founder and CEO, Financer.com


Using Many Images Is The Key To Engagement And Conversions

One big email marketing myth that I often observe and hear is that cramming your email with many images is the key to engagement and conversions. Many believe that the more images, the better. But here’s the deal: while visuals are definitely important, bombarding your audience with too many images can actually backfire.

It can make your email bulky, slow to load, and worse, it might even trigger spam filters. Plus, not everyone has images enabled by default, so your message might miss its mark entirely. Remember, in marketing, it’s always quality over quantity every time.

Daniel WillmottDaniel Willmott
Founder, Shortformvideo.co


All Unsubscribers Are Bad

Unsubscribers in email marketing often evoke a sense of disappointment, but they offer valuable insights that can enhance your strategies. While seeing a list of unsubscribers may initially feel demotivating, it’s important to recognize the positive side.

Unsubscribers help improve ‘list hygiene,’ allowing you to focus on active and potential customers. This process will let you analyze customer preferences more effectively and refine your email marketing strategy accordingly.

For example, analyzing the reasons for unsubscribes can reveal patterns or areas for improvement in your content, frequency of emails, or targeting strategies. This data-driven approach will increase engagement with leads who are more likely to convert.

By embracing unsubscribers as a means to enhance email list quality and optimize targeting, you can ultimately drive better results and foster stronger relationships with your audience.

Nurlan SuleymanovNurlan Suleymanov
Content Strategist, On-Site Optimization Expert, aqua cloud


Submit Your Answer

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Related Articles

9 Ways to Show Your Email Subscribers Appreciation

9 Ways to Show Your Email Subscribers Appreciation

9 Ways to Show Your Email Subscribers Appreciation

In the digital age, showing appreciation to your email subscribers can significantly enhance engagement and loyalty. We’ve gathered insights from digital marketers to CEOs, detailing their top tips for making subscribers feel valued. From offering beta-testing privileges to personalizing communications, discover the diverse strategies used by nine experts and the impactful outcomes they achieved.

  • Offer Beta-Testing Privileges
  • Implement A/B Testing for Engagement
  • Provide VIP Sneak Peeks
  • Give Exclusive Content or Discounts
  • Extend Special Subscriber Promotions
  • Integrate Interactive Subscriber Polls
  • Incentivize with a Reward Program
  • Express Genuine Subscriber Gratitude
  • Personalize Subscriber Communications

Offer Beta-Testing Privileges

I firmly believe in providing my readers with an advanced look at our upcoming projects. Everyone, in my opinion, appreciates the times when they have first choice over a brand-new good, service, or design. They get a sense of superiority from it, as well as a sense that you respect their viewpoint. I utilize this emotion to express my gratitude to our email subscribers. I offer them the privilege of participating in our upcoming major release as beta-testers.

They are devoted customers who purchase our services, so they can provide priceless input. I can make adjustments based on these comments regarding the design, functionality, usability, etc. It’s a fantastic way to reward them for sticking with our brand.

By using this strategy, I was able to increase engagement rates among my subscribers. I also noticed an increase in open and click-through rates compared to regular newsletters.

Kartik AhujaKartik Ahuja
Digital Marketer, kartikahuja.com


Implement A/B Testing for Engagement

In leveraging my background in both digital marketing with my first venture and software development in subsequent startups, one technique I’ve found incredibly effective for enhancing the display of applications to email subscribers is the strategic use of A/B testing within the email content itself. From a specific instance, we were launching a new feature for our marketing analytics software and decided to implement A/B testing for our email campaign. By creating two versions of the email, each highlighting different aspects and benefits of the new feature, we could directly measure which messaging resonated more with our audience.

The A/B testing approach allowed us to gather actionable data on subscriber preferences, leading to a 20% increase in engagement with our emails and a 10% higher conversion rate for the feature trial sign-up. This immediate feedback loop was invaluable, not only for improving our email campaigns but also for gaining insights into our subscriber base’s interests and needs, enabling us to tailor future communications more effectively.

Incorporating user feedback into the refinement of the application display within the emails was another crucial factor in our success. Following the initial A/B test, we conducted a short survey among those who interacted with the emails, asking for feedback on the clarity and appeal of the presented information. The insights gained from this direct subscriber input were used to fine-tune our messaging and presentation, further enhancing the effectiveness of subsequent campaigns.

This practice of integrating A/B testing with direct user feedback created a powerful combination that significantly boosted the performance of our email marketing efforts and, by extension, the adoption rates of our new software feature.

Joe AmaralJoe Amaral
Founder & COO, Anthem Software


Provide VIP Sneak Peeks

As TP-Link’s Marketing Head, I’m excited to share an excellent tip for showing off apps to your email list. One of the best ways to do this is by sending out emails with sneak peeks of new features or products.

Here’s the thing: By providing your subscribers with a VIP ticket to experience your newest products before anyone else does, you’re making your subscribers feel special and building loyalty and enthusiasm around your brand.

At TP-Link, we’ve found this to be a very effective strategy. For example, we were preparing to launch our newest smart-home device. We sent out a pre-release email to all our subscribers, asking them to be one of the first to try it out.

The response was terrific! We saw increased engagement and great feedback from some of our most loyal users, which helped us improve the product before its launch.

So, the next time you want to show off your app or product to your newsletter subscribers, why not roll out the red carpet and give them a VIP backstage pass?

Laviet JoaquinLaviet Joaquin
Marketing Head, TP-Link


Give Exclusive Content or Discounts

Offering exclusive content or discounts to your email subscribers is a great way to show them appreciation. This can be in the form of an e-book, free guide, or even a discount code for your products or services. I have personally used this tip by offering my email subscribers a free downloadable guide filled with useful tips and tricks related to my niche. Not only did this show my subscribers that I value them, but it also helped to increase engagement and loyalty among my email list.

The outcome was a higher open rate for my future emails and an increase in conversions from my subscribers. By offering something exclusive or valuable, you are showing your email subscribers that their support is appreciated and valued. This can help strengthen the relationship between you and your subscribers, leading to better long-term results for your email marketing efforts. So, it’s a win-win situation for both you and your subscribers.

Alex TaylorAlex Taylor
Head of Marketing, CrownTV


Extend Special Subscriber Promotions

One effective tip for showcasing your application to email subscribers is to offer incentives or special promotions exclusively for subscribers. This could include discounts, free trials, or access to premium features for a limited time.

At Toggl, we’ve utilized this strategy by periodically offering special promotions to our email subscribers, such as discounted subscription plans or extended free trials. By providing these exclusive benefits, we not only incentivize subscribers to engage with our emails and explore our applications, but also encourage them to take action and become paying customers.

This approach has proven to be highly effective in driving conversions and increasing revenue, as subscribers are motivated to take advantage of the limited-time offers and experience the value of our applications firsthand.

Alari AhoAlari Aho
CEO and Founder, Toggl Inc


Integrate Interactive Subscriber Polls

One tip I’ve found incredibly effective for showing appreciation to our email subscribers is integrating interactive polls. This approach not only engages them but also makes them feel valued by giving them a voice in our product development and content direction.

Last summer, we ran a poll asking for feedback on our new outdoor equipment range before its official launch. The response was overwhelming. It fostered a sense of community and involvement among our subscribers.

As a result, we tailored our launch based on the feedback, leading to one of our most successful product introductions to date. This strategy has strengthened our relationship with subscribers, making them feel more connected to our brand.

Lucas RiphagenLucas Riphagen
Co-Owner, TriActiveUSA


Incentivize with a Reward Program

Reward your email subscribers to keep them engaged. As an owner of a moving company, I’ve always known that many customers love rewards to feel connected and recognized by the business.

Who does not love rewards? You can structure the rewards in a way that encourages them to read your emails. For example, my company has a reward program that allocates points to email subscribers when they open the email and visit our website. This program has increased our emails’ open rate and engagement significantly in the last two months.

Our cost of acquiring customers and conversion rate has improved by nearly 50%, driven by our email subscribers. I realized that many people checking our emails are prospective customers and only need a small incentive to bring them into the fold. Find a way to reward them for their engagement with your brand, and your sales revenue will grow massively.

Ryan CarriganRyan Carrigan
CEO & Founder, moveBuddha


Express Genuine Subscriber Gratitude

In my experience, one of the best ways to show your email subscribers appreciation is to genuinely thank them for their support. A little gratitude can go a long way in building loyalty and engagement.

I like to send an occasional “thank you” email that has no call to action or ask—just a sincere note of appreciation for being a subscriber. Tell them how much you value their readership. Share a few of your favorite highlights or milestones from the past few newsletters. And let them know that their interest helps fuel your passion for the work.

Subscribers want to feel seen and know they matter. A simple ‘we appreciate you’ email reminds them of that, while also making them feel good about being a part of your community.

Gauri ManglikGauri Manglik
CEO and Co-Founder, Instrumentl


Personalize Subscriber Communications

One effective way to show appreciation to email subscribers is by personalizing communication. Addressing subscribers by their first name and tailoring content based on their preferences fosters a sense of value and recognition. We segmented our email list by factors like purchase history and interests, crafting personalized campaigns for each segment. We regularly send thank-you emails, often including exclusive offers.

This approach led to increased engagement and loyalty, with higher open rates, click-through rates, and conversions. Subscribers were more likely to remain engaged with our brand over time. Personalizing email communication proved effective in showing appreciation and nurturing stronger subscriber relationships.

Travis WillisTravis Willis
Director of Customer Success, Aspire


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9 Gen Z-Friendly Email Marketing Tips

9 Gen Z-Friendly Email Marketing Tips

9 Gen Z-Friendly Email Marketing Tips

In the quest to captivate the Gen-Z audience with email marketing, we’ve gathered insights from nine marketing experts, including content strategists and CEOs. From creating clear, concise, and visual content to sending infrequent, high-quality emails, discover how to make your email campaigns resonate with the youngest, digitally-savvy generation.

  • Create Clear, Concise, Visual Content
  • Embrace Authenticity and Relatability
  • Highlight Social Responsibility
  • Incorporate Visual Storytelling
  • Optimize for Mobile
  • Include Peer Reviews and User Content
  • Personalize with Interactivity and Relevance
  • Showcase Diversity and Inclusivity
  • Send Infrequent, High-Quality Emails

Create Clear, Concise, Visual Content

My top tip for making your email marketing Gen-Z-friendly would be to write clear and concise copy. It has to convey your message clearly, swiftly, and in a straightforward manner. Given their short attention spans, the key is to hook them immediately. What’s more, I have found visual elements, like images, videos, and even emojis, to be incredibly helpful when creating content for Gen-Z.

Ahsan RazaAhsan Raza
Content Strategist and Copywriter, Qureos


Embrace Authenticity and Relatability

Keep it authentic. Gen-Z values genuine connection and transparency. Ditch the corporate jargon and speak their language. Share stories, behind-the-scenes content, and make it relatable. They’ll engage with brands that feel like a friend, not a faceless entity.

Casey JonesCasey Jones
Founder, Head of Marketing, CJ&CO


Highlight Social Responsibility

One of the most important things you can do to make your email marketing as Gen-Z-friendly as possible is to emphasize authenticity and corporate social responsibility. Gen-Z loves authentic connections and brands that stand up for social causes.

From our work at Messente, we’ve found that sending messages demonstrating your brand’s commitment to causes that matter to Gen-Z consumers can dramatically boost engagement rates. In addition, research shows that Gen-Z shoppers are 60% more likely to buy from companies that stand up for the causes they care about.

Personal stories are one of the most important ways to connect with Gen-Z. For example, when we ran a campaign highlighting our sustainability initiatives, younger audiences responded positively to the message and the transparency and narrative behind our efforts.

Communicating with Gen-Z is about more than just transactions. It’s about building trust, communicating your values, and telling a story that aligns with them. When you do this, you’ll not only capture their attention, but you’ll also build a long-term customer base.

Uku TomikasUku Tomikas
CEO, Messente


Incorporate Visual Storytelling

Focus on visual storytelling and interactivity when engaging Gen-Z in your email marketing.

Growing up in a digital-first era, immersive experiences and engaging visuals capture and retain the attention of this generation. Incorporate rich media, when you can, from GIFs, videos, and interactive elements, such as polls or quizzes, into your email marketing.

Aside from being engaging, this also makes your email content shareable to their friends and followers, thereby expanding your reach. By leveraging these dynamic elements, you are creating memorable experiences that resonate well with your Gen-Z market and, at the same time, opening up an opportunity to develop a relationship and build a community through conversations that they look forward to in their inbox.

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


Optimize for Mobile

As the founder and CEO of Cleartail Marketing, I’ve spearheaded several campaigns that successfully engaged the Gen-Z audience, learning vital strategies along the way. Our approach has always been to blend data-driven insights with creative content to capture this vibrant demographic’s attention.

For instance, we achieved a 5,000% ROI on a Google AdWords campaign by tailoring our messaging to resonate with Gen-Z’s values and digital behaviors, demonstrating the power of aligning content with audience preferences.

One tip I’d emphasize for making your email marketing more Gen-Z friendly is to prioritize mobile optimization and visual content. Gen-Z is predominantly mobile-first, meaning they’re more likely to engage with your email if it’s easy to navigate on their smartphones. We’ve found significant success by incorporating visually appealing elements like GIFs, short videos, and high-quality images that align with the message’s essence, making the email content not only more attractive but also more digestible.

For example, integrating an interactive infographic in an email campaign increased our click-through rate by integrating engagement directly within the content, catering to Gen-Z’s preference for interactive and visually stimulating media.

Moreover, authenticity and personalization are key. In our LinkedIn outreach and Google listing campaigns, we personalized our messages to reflect the recipient’s interests and behaviors, which dramatically increased engagement rates. We learned that Gen-Z appreciates when brands take the time to understand them and tailor content accordingly. This demographic values transparency and relatability, so sharing real stories behind your brand or showcasing user-generated content can significantly enhance the authenticity of your communication, making your email marketing efforts more effective with Gen-Z.

Magee CleggMagee Clegg
CEO, Cleartail Marketing


Include Peer Reviews and User Content

Marketing to Gen Z effectively requires connecting with them on a deeper level. They need to feel like they can relate—so they rely more on peer reviews than on brand advertising, especially in email marketing.

Peer reviews are central to 82% of Gen Z’s buying decisions, making it a good strategy to include client testimonials and reviews in email marketing, as well as any relevant user-generated content from customers in this age category. At Marketized, we have adapted to this, and we highlight UGC (user-generated content) whenever fitting.

Ioana MarinIoana Marin
Co-Founder, Marketized


Personalize with Interactivity and Relevance

To make your email marketing resonate with Gen-Z, it’s essential to tailor your messages to their interests and communication preferences. My top tip centers on interactivity and personalization. Gen-Z values authenticity and meaningful engagement. Therefore, incorporate interactive elements like quizzes or polls that not only entertain but also provide value by understanding their preferences.

This approach creates a two-way conversation, making them feel heard and connected. Personalize your content by weaving in topics they care about, based on their past interactions with your brand. By adopting this strategy, you make every email an opportunity for Gen-Z to connect with your brand on a deeper level, based on their terms and needs.

Valentin RaduValentin Radu
CEO & Founder, Blogger, Speaker, Podcaster, Omniconvert


Showcase Diversity and Inclusivity

Gen-Z highly values diversity and inclusivity, wanting to see themselves and their peers reflected in the marketing content they consume. Incorporate images, stories, and testimonials from a diverse range of customers in your email marketing.

Showcasing real people of different backgrounds, identities, and lifestyles not only resonates more deeply with this generation but also strengthens your brand’s commitment to inclusivity. This approach fosters a sense of community and connection, making your campaigns more relatable and appealing to a Gen-Z audience.

Alex TaylorAlex Taylor
Head of Marketing, SEO Specialists, CrownTV


Send Infrequent, High-Quality Emails

People, especially young people, don’t love email marketing. Frankly, a lot of email marketing is indistinguishable from spam. The rub is that email is one of the easiest ways for organizations to get in front of potential customers.

And Gen Z is a prime market segment. But they don’t want to be nagged. The key is to make your emails infrequent but good. Think highlight reel, not a congressional hearing. Gen Z wants snappy and to-the-point. That’s what your email marketing should be.

Temmo KinoshitaTemmo Kinoshita
Co-Founder, Lindenwood Marketing


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8 Tips for Dark Mode in Email Design

8 Tips for Dark Mode in Email Design

8 Tips for Dark Mode in Email Design

In the evolving world of email marketing, adapting to dark mode can be a game-changer, so we’ve gathered eight tips from top designers and marketing experts. From embracing contrast without simple inversion to designing with dynamic backgrounds and adjusting imagery, these professionals, including a senior graphic designer and a marketing director, provide their best advice for crafting emails that shine in any theme.

  • Embrace Contrast, Avoid Simple Inversion
  • Outline Graphics, Use Creative Shapes
  • Utilize Transparent PNGs, Muted Colors
  • Select Soft Colors, Test Extensively
  • Test Brand Colors Across Modes
  • Understand Client-Specific Dark Mode Rendering
  • Avoid Vibrant Colors, Use Subdued Tones
  • Design with Dynamic Backgrounds, Adjust Imagery

Embrace Contrast, Avoid Simple Inversion

Make contrast your guiding star in dark mode, but remember that simple color inversion isn’t the only solution—carefully consider how each element in your design (text, colors, images) will translate to a dark background to ensure readability and avoid harsh, eye-straining combinations.

Think light text on dark backgrounds. But it’s more nuanced than just inverting everything. If you have colored elements or images within your email, carefully evaluate whether light-on-dark or dark-on-light works best for that particular item. Selective inversion is key.

Ihor KirpichnikovIhor Kirpichnikov
Senior Graphic Designer, Ikagency.com


Outline Graphics, Use Creative Shapes

Ensuring your email graphics stand out in both light and dark modes requires careful consideration and creative solutions. When designing for dark mode, one key technique is to outline any dark and transparent elements with a white stroke. This contrast ensures that your graphics remain visible and impactful, regardless of the background.

However, to truly enhance the visual appeal and maintain the fun element in your campaigns, consider incorporating white backgrounds into your graphics—but with a twist. Instead of settling for plain, rectangular backgrounds, frame your graphics with interesting, unique shapes. This strategy not only makes your content pop in dark mode but also adds an element of surprise and creativity that can captivate your audience.

Experiment with different shapes and designs like arches, rounded corners, or other unexpected forms to give your graphics a distinctive look. The key is to select shapes that complement your overall design while ensuring they remain invisible in light mode for a seamless experience. This approach not only addresses the visibility issue in dark mode but also elevates the aesthetic appeal of your emails, making them more engaging for your subscribers.

Remember, the objective is to balance functionality with creativity. By implementing these strategies, you can create email campaigns that are not only accessible in both light and dark modes but also memorable and engaging for your audience.

Amber AndrewsAmber Andrews
CEO and Digital Artist, Andrews Artistry


Utilize Transparent PNGs, Muted Colors

One critical tip for creating email designs that are dark mode-friendly is to use transparent PNGs for your images. This ensures that your logos, icons, and other graphical elements seamlessly adapt to both light and dark backgrounds without the need for alternative versions. In one of our recent projects, we found that emails incorporating transparent PNG images significantly increased engagement rates in dark mode settings, as they retained their visual integrity and allure without appearing out of place or jarring against the dark background.

Another aspect we’ve focused on is the adaptation of colors. In emails designed for dark mode, it’s crucial to select colors that are muted yet distinguishable in a dark setting. For instance, using pastel shades or softer tones of primary colors can enhance readability without causing eye strain. We’ve applied this approach in designing email templates for a campaign, resulting in a 15% higher open rate in dark mode users compared to previous campaigns. The key was in meticulous A/B testing, where we tweaked color schemes and measured user engagement across both modes, honing in on a palette that works harmoniously in both light and dark settings.

Lastly, it’s not just about the visual elements; textual content must also be optimized for dark mode. We use lighter font colors that are not stark white but rather off-white or light gray, which reduces glare and makes reading more comfortable. Our experience showed that this subtle shift in font color can significantly reduce bounce rates from emails viewed in dark mode.

In sum, designing for dark mode in email campaigns is a nuanced process that requires a careful balance of visuals and text, alongside rigorous testing to perfect. Through transparent imagery application, muted color selection, and font color adjustments, we’ve been able to craft emails that resonate well with users irrespective of their display preferences.

Dylan CleppeDylan Cleppe
Co-Founder & CEO, OneStop Northwest LLC


Select Soft Colors, Test Extensively

A significant part of creating an engaging customer experience is ensuring emails look great across all viewing modes, including dark mode, which has gained popularity among users for its aesthetics and reduced eye strain.

One strategy that has proven effective is the careful selection and use of colors that perform well in both light and dark modes. For instance, we avoid using absolute blacks or whites for backgrounds and text. Instead, opting for softer shades of gray as backgrounds and off-white for text can significantly improve readability and visual appeal in dark mode. This nuanced approach helped us enhance the open and engagement rates of our email campaigns since it preserves the email’s aesthetic integrity across different user preferences.

Furthermore, we’ve emphasized the importance of testing emails in various environments. This includes using email design tools that offer previews in both light and dark modes. Testing isn’t just about ensuring the email doesn’t break; it’s also about fine-tuning the visual experience to ensure that elements like logos, images, and buttons are clearly visible and attractive in dark mode. This level of attention to detail has been crucial in driving desired actions from our subscribers, regardless of their default viewing mode.

Incorporating dynamic content in our emails has also added a layer of personalization that resonates well in any mode. For example, by using dynamic content blocks, we ensure that product images and personalized recommendations look great against both light and dark backgrounds, creating a seamless experience that boosts engagement and drives conversion.

In conclusion, mastering email designs for dark mode isn’t just about flipping a switch on color schemes; it involves thoughtful design, extensive testing, and leveraging the right tools to ensure your emails engage and convert, no matter the user’s preference. Through meticulous attention to detail and an understanding of user environments, we’ve been able to create email campaigns that stand out.

Steve PogsonSteve Pogson
Founder, First Pier


Test Brand Colors Across Modes

If your brand has specific colors, ensure they are adaptable to both light and dark modes. Test your brand colors in different modes to make sure they remain visually appealing and maintain brand consistency.

Dark mode typically reduces the brightness of colors, so it helps to adjust the brightness and saturation of them to ensure they maintain their vibrancy and visibility in a dark environment. You may need to slightly lighten or modify the colors for optimal visibility and consider different shades that are adaptable in both modes.

Dark mode implementations can vary across different platforms, operating systems, and devices. Therefore, I find it vital to test your brand colors in various environments to ensure they are well-represented regardless of the specific dark mode implementation.

Ray WangRay Wang
Principal, RW Digital


Understand Client-Specific Dark Mode Rendering

Familiarize yourself with the differences between email clients first. Each email client is unique, with its own set of features, capabilities, and programming. This issue even affects how dark mode appears in different email clients, whether on mobile, desktop, or other platforms.

Every client has its own way of showing dark mode, based on its rendering engine. This leads to a lack of a uniform standard for how dark mode should appear across devices. The way dark mode is rendered can vary, creating inconsistencies in the user experience.

In some situations, even when a user switches their device to dark mode, the email might still be shown in the regular, light mode. This mismatch between light and dark modes can be uncomfortable for some readers’ eyes. However, doing partial color inversions, like reversing a light background to dark and dark text to light, tends to work well for most people as it strikes a balance.

To make sure your emails look right and are easy to read, it’s important to keep up with the latest on email clients. Know which ones have dark mode. Keep an eye on their software updates and changes in features. Then, use this information to create the best possible emails for dark mode.

Precious AbacanPrecious Abacan
Marketing Director, Softlist


Avoid Vibrant Colors, Use Subdued Tones

Avoid using pure white in your color scheme if you can; I’d recommend going for something off-white or light gray where a lighter touch is needed. It makes a pretty significant difference for dark-mode emails while maintaining a relatively bright look and feel if that is part of your branding.

Generally speaking, you want to stay away from vibrant colors when planning content for dark mode, because they will appear overly bright and harsh against most dark backgrounds. Stick with using them for backgrounds, which works best as a little pop, in my experience.

Dragos BadeaDragos Badea
CEO, Yarooms


Design with Dynamic Backgrounds, Adjust Imagery

One actionable tip we’ve implemented with success is designing emails with a dynamic background. Instead of selecting a solid color background, we utilize a CSS trick that allows the background to automatically switch between light and dark themes based on the user’s preference. This ensures that the email’s background never clashes with devices set to dark mode, enhancing readability and overall visual comfort.

This approach not only elevates the user experience but also subtly underlines our brand’s attention to detail and responsiveness to user preferences. Another key aspect is the careful selection and adjustment of imagery to suit both modes. We’ve found that adding a white border around dark images or logos significantly improves their visibility in dark mode. This simple yet effective trick prevents images from blending into the background, ensuring they remain eye-catching and effective regardless of the user’s theme settings.

In our experience, this minor adjustment has led to higher engagement rates, as visuals continue to play a pivotal role in email marketing effectiveness. Furthermore, in our email designs for dark mode, we prioritize the use of softer, neutral tones for text to minimize eye strain. This adjustment aims to cater to the increasing screen time and the resultant user fatigue, ensuring that our messages remain engaging and accessible. Our A/B testing has shown that emails optimized for readability in both light and dark modes have a higher open rate and prolonged engagement, underlining the significance of thoughtful, inclusive design practices.

The journey to optimizing emails for dark mode is iterative, relying on continuous testing and adaptation to refine the user experience. Through these practices, we’ve managed to stay responsive to user preferences, ensuring our digital communication remains effective, inclusive, and considerate of our diverse audience’s needs.

Rex LiuRex Liu
Chief Revenue Officer, GoSite


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12 Email Marketing Tips for One-Person Teams

12 Email Marketing Tips for One-Person Teams

12 Email Marketing Tips for One-Person Teams

Solo email marketers, brace yourselves for a treasure trove of wisdom directly from the minds of founders and marketing managers. From focusing on quality over volume to balancing customization with volume, discover the top twelve strategies and resources they recommend to elevate your email marketing game.

  • Focus on Quality Over Volume
  • Leverage Email Automation Tools
  • Quantify Revenue Contribution
  • Utilize AI for Refined Messaging
  • Integrate SEO in Email Content
  • Consider Outsourcing Tasks
  • Use AI-Powered Writing Tools
  • Maintain a Clean Email List
  • Maximize Efficiency with Templates
  • Avoid Over-Customizing Emails
  • Embrace Scale in Email Marketing
  • Balance Customization with Volume

Focus on Quality Over Volume

Simple. Focus on quality, not volume. Results, not campaigns sent. Spend your time wisely understanding the target demographic, creating an irresistible offer, and positioning the product or service in the right way, and you can outperform larger teams tenfold—every damn day of the week.

Casey JonesCasey Jones
Founder, Head of Marketing, CJ&CO


Leverage Email Automation Tools

My top tip for a one-person email marketing team is to leverage automation. Email marketing automation tools can help you manage your time and resources efficiently, allowing you to schedule campaigns, segment your audience, and personalize your messages with ease. This not only increases your productivity but also enhances the effectiveness of your campaigns.

Ours is one such too, which offers robust features for managing and automating your email marketing efforts. It allows you to create automated sequences based on specific triggers, ensuring your emails are timely and relevant.

Additionally, continuously educate yourself about the latest trends and best practices in email marketing. Resources like the blogs of HubSpot, Litmus, and Smartlead offer valuable insights.

Remember, the key is not to do everything manually but to work smarter by leveraging the right tools and staying updated with industry trends.

Alka GuptaAlka Gupta
Content Marketing Lead, Smartlead.ai


Quantify Revenue Contribution

As a one-person email marketing team, I highly suggest quantifying how much revenue you generate through your email marketing campaigns and asking for a percentage as commission.

For example, if your goal is to generate email leads, find out what percentage of leads buy and what their CLV (Customer Lifetime Value) is. From here, you can say, “I generated 10,000 email subscribers, and because 1 out of 20 email subscribers end up buying and the average CLV is $300, I made $150,000 for this company.”

Even if your bosses aren’t willing to give you a commission on the revenue you generated, you can use this calculation to stand out when applying for jobs in the future.

Scott LiebermanScott Lieberman
Owner, Touchdown Money


Utilize AI for Refined Messaging

For a one-person email marketing team, my top tip is to harness the power of AI, like ChatGPT, to refine your messaging. It’s crucial to get feedback, and in the absence of a team, AI can provide valuable insights and suggestions to enhance your email campaigns. This approach allows you to continuously improve your content, making it more engaging and effective. Embrace AI as your virtual teammate to elevate your email marketing strategy.

Justin SilvermanJustin Silverman
Founder & CEO, Merchynt


Integrate SEO in Email Content

One essential tip I’d offer to a one-person email marketing team is to prioritize the integration of SEO best practices within your email content. By ensuring your newsletters are rich in relevant keywords and valuable content, you’re not only engaging your subscribers but also increasing the odds of your emails being shared and potentially featured in online content, amplifying your reach.

To aid in this endeavor, tools like Ahrefs for keyword research and Google Analytics for tracking engagement can be invaluable. Consider crafting a comprehensive content calendar that aligns with your SEO strategy to maintain consistency and relevance in your communication.

Alex TaylorAlex Taylor
Head of Marketing, SEO Specialists, Digital Signage


Consider Outsourcing Tasks

Don’t hesitate to outsource. Being the only person on a marketing team doesn’t mean you must handle everything alone. I’ve been in that position, and trying to do it all just stretches you too thin. Honestly, there are times when you need additional assistance.

For instance, if you’re particularly good at something critical to your business, like writing or graphic design, then continue doing it. But for other tasks, it might be smart to bring in specialists.

In such situations, I recommend hiring freelancers or virtual assistants (VAs). There are many VAs available online who can handle repetitive tasks (like posting content on various platforms) efficiently and quickly. This approach can be cost-effective, as these individuals work independently, meaning you don’t incur office-related expenses!

Lucas OchoaLucas Ochoa
Founder & CEO, Automat


Use AI-Powered Writing Tools

For solo email marketers, my best tip is to take advantage of AI-powered tools instead of spending hours writing everything from scratch. Services like HoppyCopy can generate email sequences, newsletters, and various email campaigns really quickly with minimum guidance.

With everything that goes into marketing, this is the only way a solo marketer can compete with large teams and established brands. AI tools also allow you to A/B test your marketing messages to see what converts best.

Juliet DreamhunterJuliet Dreamhunter
Founder & AI Strategist, Juliety


Maintain a Clean Email List

Building and maintaining a clean email list is crucial for the success of your email marketing efforts, especially for a one-person email marketing team! A clean email list helps improve deliverability, and when you regularly remove inactive or invalid email addresses, it reduces the chances of your emails being marked as spam, ultimately ensuring that your messages reach the intended recipients’ inboxes.

Cleaning your email list also helps reduce bounce rates. Bounces can occur when you send emails to invalid or non-existent addresses, so keeping your list up-to-date minimizes these bounces, contributing to better email deliverability.

It helps to dedicate some time each week to maintain your lists and to simplify some processes to make it easier when there is only one person monitoring. Implement an email verification process for new subscribers to ensure that the provided email addresses are valid. This can prevent issues with bouncing and improve deliverability. Also, provide opportunities for subscribers to update their preferences, including email frequency and content preferences. This helps you tailor your emails and retain engaged subscribers.

Lastly, providing opportunities for subscribers to update their preferences, including email frequency and content preferences, helps you tailor your emails and retain engaged subscribers.

Ray WangRay Wang
Principal, RW Digital


Maximize Efficiency with Templates

One key tip I’d offer to a solo email marketing team is to leverage tools and templates to maximize efficiency. With limited resources, automation and pre-designed templates can be lifesavers. They should utilize email marketing platforms like Mailchimp or HubSpot for automation and A/B testing. This can save them time and help improve campaign effectiveness.

Additionally, they should also explore pre-made templates offered by these platforms or design resources like Canva to maintain a professional look without spending excessive time on design. By streamlining the processes, they can free up more time to focus on creating compelling content and nurturing customer relationships.

Johannes LarssonJohannes Larsson
Founder and CEO, JohannesLarsson.com


Avoid Over-Customizing Emails

Don’t over-customize the emails. While personalization and customization are the keys to grabbing your target customer’s attention, taking them too far might lead you to the spam folder. Knowing too much about the reader might make them feel uncomfortable, leading to a negative perception of the brand. This can raise privacy concerns, which can lead to less trust.

There is a possibility that instead of clicking and being impressed by the email, they might mark you as spam. Create a thin line between customization and over-customization and know where to stop. This will help you take better advantage of customizing while making sure you convert your readers into customers.

Len GaugerLen Gauger
Owner, Connect Space


Embrace Scale in Email Marketing

If you’re a one-person email marketing team, my biggest tip would be to re-evaluate your perception of scale and volume in your email marketing effort. Typically, the success of an email program has quite a bit to do with scale—things like the number of customers you have, how frequently you mail, the size of your email list, and so forth. The number you likely have in your head that you think is “big enough” to have results is probably one or two orders of magnitude too small.

Therefore, do not be afraid to aggressively grow your list or send out emails more frequently. While keeping quality high is really important, subscribers are not always as sensitive to volume as marketers fear. The lack of instantaneous feedback also means that it can take a while for everything to shake out and for you to learn what works and what doesn’t.

Focus on building and nurturing your list, experiment with your campaigns, and always be prepared to scale your efforts. By doing so, you’ll not only meet but potentially exceed the results you’re aiming for.

Blake SmithBlake Smith
Marketing Manager, ClockOn


Balance Customization with Volume

If you’re solo-nailing it, by far your scarcest resource is time. Always give your hour an arbitrary number, and never do anything manually if there is a paid alternative that costs less. It’s a numbers game: If you hand-write perfect emails with a 95% open rate, it’s still not effective if you can only churn out a handful a day.

On the flip side, completely lackluster and generic campaigns that yield a 5% open rate burn through leads without squeezing enough value out of them. The sweet spot, obviously, is in the middle: Customize just enough to have an as-high-as-possible rate of contacts with as-high-as-possible open rates.

Instead of very few huge campaigns, run a lot more smaller campaigns where you experiment until you’ve found the right threshold for your audience.

Thomas StroblThomas Strobl
Founder, Fugoya


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