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  • 10 Types Of Customer Engagement Emails (30 Subject Lines Included) Jun 7, 2021

    The competition for customers’ inbox is fierce. To survive and thrive, businesses need to maintain brand awareness and show appreciation.

    Your emails are not just about promoting products/services or recovering abandoned carts, they are also about creating lasting impressions and establishing healthy, strong, long-term relationships with your customers by showing appreciation.

    “Appreciation is a wonderful thing. It makes what is excellent in others belong to us as well.” – Voltaire

    We all want to feel appreciated and special. Your customers are no different. Hence, showing your gratitude or saying thank you shouldn’t happen only once a year, just around the holidays or only when they make a purchase. In fact, up to 60% of customers will stop doing business with a brand they feel is indifferent to them. Thus, a simple customer engagement email will help create a positive brand reception and customer experience.

    This article covers the following topics on customer engagement emails:
    1. The essence of customer engagement emails
    2. Why should you send customer engagement emails?
    3. 10 types of customer engagement email (+ subject line examples) –
    • Show Gratitude
    • Say Thank you
    • Special offers
    • Seasonal/holiday rewards
    • Milestone emails
    • Birthday gifts
    • Anniversary emails
    • Engagement emails
    • Customer reviews
    • Early access email
    Ready to dive in?

    Did you know that highly personalised customer engagement emails can have the same impact as showing gratitude in person? Moreover, sending thank you emails can also help increase customers’ lifetime value and humanise the relationship with your target audience.

    Customer Engagement Emails 101
    Customer engagement emails
    are a type of marketing email every marketer must send to express gratitude and reward all their customers (not just the loyal ones) for their continuous support. They also play an essential role in your onboarding email series.

    By expressing gratitude to your customers (or email subscribers), you will strengthen your relationship with them, boost engagement, drive more traffic to your website, increase conversions and, of course, generate more sales and deliver an outstanding customer experience securing your audiences’ loyalty and trust.

    Different circumstances require different ways of showing appreciation. Hence, you cannot craft customer engagement emails without a clear goal and purpose.

    The purpose of customer engagement emails can vary such as – Thanking:
    • people for being loyal customers
    • customers for choosing your products/services
    • subscribers/customers for referrals
    • customers for their feedback/reviews
    • people for their patience while working on their query
    • subscribers/customers for participating in a survey
    … and much more.

    The goal of customer engagement emails range from –
    • boosting customer confidence
    • converting first-time subscribers to customers
    • re-engaging inactive subscribers
    • winning back dormant customers
    • validating customers/subscribers decisions and/or choices
    • grounding customers’ concerns
    • thanking customers/subscribers for their support and loyalty
    • reinforcing your relationship with customers/subscribers
    • promoting relevant special offers and… more.
    The Importance Of Customer Engagement Emails
    If you walk into a mom-pop shop, there is a chance you will hear “thank you” from the staff at least once be it because you bought a product or simply for visiting the store. Such social exchange in person creates rapport and a sense of reassurance gaining the customers’ trust.

    Nonetheless, the pandemic changed everything for businesses, customers and marketers. More and more people have moved from physical (offline) shopping to online purchasing.

    Unlike offline shopping, however, purchasing products/services online can arouse a certain level of anxiety with customers. It’s harder for customers to remember actual human beings exist behind a brand’s online presence. You cannot make eye contact, flash a smile and shake a customer’s hand over the internet.

    Yet, you can still show your gratitude and appreciation. This is why customer engagement emails are important. They can be just as impactful as face-to-face declarations of thanks if, of course, they are executed correctly.

    If you are wondering when you should send customer engagement emails, the answer is quite simple – anytime. You don’t need to anchor these emails to a particular holiday or event. Yet, doing so could increase their effect and impact.

    These nine events can serve as guidelines to help you remember when you must send customer engagement emails –

    1) after a sign up/opt-in;
    2) post-purchase;
    3) after an event;
    4) on the subscriber’s/customer’s birthday;
    5) on traditional holidays;
    6) on an anniversary;
    7) after hitting a milestone;
    8) when customers/subscribers leave a review; and,
    9) on referral.

    Lastly, remember that customer engagement emails are user-action based. With the right email marketing software on your side, you will be able to set specific triggers and automate the whole process ensuring the right content reaches the right people at the right time.

    Express Gratitude
    Showing gratitude and appreciation to every new subscriber or customer is amongst the most effective methods of customer retention and the best way to strengthen your relationship with your target audience.

    Flatspot, for example, created a great layout with clear call-to-actions (CTAs), straightforward copy and a special perk – “10% off your next shop” – for their customer engagement email to welcome new subscribers and show its gratitude –


    3 Subject Lines To Show Gratitude
    Did you know that 69% of recipients report emails as SPAM solely based on the subject line?

    Your customer engagement email’s subject line (as with any other type of email campaign) is the first thing recipients will see. It’s also the most powerful element of any email marketing campaign and the biggest factor as to whether your recipients will open and interact with your email. Thus, you need to make sure your gratitude will be seen from the get-go. Here are three subject lines examples for expressing gratitude –
    • “We are grateful you joined our newsletter! Have a special perk…”
    • “You picked us – Thank you!”
    • “[FirstName], Thank you! We’re happy to have you as a customer.”
    Say Thank You
    Welcome emails are among the most-read types of emails landing in the recipients’ inbox. They have 50% higher open rates, 5 times more clicks and generate 3 times more revenue per email compared to any other type of email campaign. You should seize the opportunity that such high performing emails present and show your appreciation to your subscribers/customers by also saying “Thank You!”.

    This customer engagement email from Bliss is the perfect example of a welcome-thank you email combination. From the inverted pyramid layout to the strategic placement and colour of the call-to-action, the brand has certainly ticked all the right boxes for an effective and impactful customer engagement email.

    The subject line – “Welcome To Bliss! Instant Offer Inside” – creates both curiosity and urgency that recipients will not be able to resist.


    Aside from expressing gratitude to new subscribers, you should also thank customers (both new and old) for their purchase(s) just like Light In The Box is doing.


    The email summarises all the key information a customer needs with relevant call-to-action (i.e. view the status, contact us) making the email body concise and to-the-point rather than text-heavy. Moreover, instead of just saying thank you and moving on, the brand offers an incentive (i.e. a surprise reward) for customers’ product review. It’s the perfect customer engagement email.

    3 Subject Lines To Say Thank You
    The top five ingredients that make the perfect subject line are curiosity, urgency, a tempting offer, relevance and novelty. Thus, your Thank You email subject line must incorporate all of them if you want your customer engagement email to stand out in recipients’ cluttered inbox. Here are three subject line examples to get you inspired –
    • “Thank you for your order! Find a surprise reward inside.”
    • “A great purchase. We have a special gift for you.”
    • “Thank you, [FirstName]! We are glad to have you as a customer.”
    Special Offers
    Gaining new subscribers/customers is a challenge on its own. Keeping them happy and satisfied is yet another challenge.

    A happy, appreciated customer is a repeat customer. Therefore, rather than simply saying thank you, use your customer engagement emails to offer your target audience a special offer to show them they are indeed appreciated and special to you.

    Benefit Cosmetics has done a brilliant job with its customer engagement email. From the subject line – “We ❤️ you… Here’s 20% off + FREE shipping” – where the brand utilises a heart emoji to emphasise their fondness of the recipient and make the subject line stand out with two compelling special offers to the stunning email layout that repeats the promise of the subject line, Benefit Cosmetics has been very clever and strategic in turning what might come across as a regular sales email into a beautiful, enticing special offer that evokes a sense of belonging (i.e. friends & family sale).


    3 Subject Lines For Special Offers
    • “Share the love! Refer someone and get 30% off”
    • “A special offer to say Thank You – 25% off + FREE delivery”
    • “Only For You: A special offer + a surprise gift! Unwrap inside”
    Seasonal/Holiday Rewards
    I don’t really like gifts or rewards,” said no customer – ever.

    Unlike birthday campaigns which happen only once a year, seasonal/holiday emails allow you to reach out to your audience and show your gratitude by offering them something special on a special day.

    A marketing calendar is quite rich in various holidays like Easter, Halloween, Thanksgiving, Valentine’s Day and so forth. Each one presents an opportunity to reach out to your audience and make them feel appreciated and cherished.

    Email Monks, for example, took customer engagement emails to the next level with their St. Patrick’s Day campaign by utilising gamification.


    With seasonal/holiday customer engagement emails, marketers can choose from a diversity of designs, subject lines, imagery and gamification elements to make their appreciation email stand out and strike a chord with the recipients to ensure retention and loyalty.

    Another brilliant example of showing appreciation through seasonal/holiday rewards in email campaigns is Terrain’s customer engagement Christmas campaign.


    The business offers a special holiday reward to its customers to show its appreciation by giving them “a treat to say thank you for sharing a merry season with us” in the form of a 15% discount. Spectacular design layout, clear call-to-action, relevant imagery and prominent headlines – all components of a great customer engagement campaign.

    3 Subject Lines for Seasonal/Holiday Rewards
    • “Thank you for choosing [brand name]! Get your [holiday] reward”
    • “It’s [holiday] season and WE like to treat YOU with a special gift”
    • “Temperatures are rising, our prices are falling! | Get your seasonal reward”
    Milestone Emails
    Milestone engagement emails
    do not require marketers to wait for special occasions or holidays to engage their audience. Celebrating milestones can happen at any time. Whether it’s your brand’s anniversary or your customer’s anniversary, appreciation emails will help you share your gratitude and excitement as well as build an even more personal relationship with your target audience.

    Take a look at’s milestone engagement email, for example.


    The business celebrates its 11th anniversary with a fun, entertaining campaign that not only gives a face to the brand but also shows its gratitude to its customers. Despite it being the company’s milestone, the brand has put the customer in the middle of the celebration.

    Furthermore, to enunciate their gratitude, the brand offers a special milestone offer – “25% off everything – all week” + a special discount code.

    Another brilliant example of a well-written and superbly designed customer appreciation email celebrating a milestone comes from Allbirds


    The campaign might not have a special reward or offer but it still achieves the set goal – thanking the customers for their support and continuous loyalty.

    3 Subject Lines To Celebrate A Milestone
    • “We’ve reached a new milestone. Thanks a million!”
    • “5 Years! Thank you for being a loyal customer!”
    • Trello: “Get Free Gold To Celebrate 10 Million Users!”
    Birthday Gifts
    Another way to show your gratitude and appreciation to your subscribers/customers is by reaching out to them on their special day – a.k.a their birthday – with a birthday gift.

    Nasty Gal, for example, sent its birthday girls the most visual-centric happy birthday email with the perfect relevant imagery of a model sporting a Nasty Gal outfit and plenty of balloons for ambience. The copywriting is superb and catering to the brand’s young demographic.


    Another spectacular example of a perfect birthday email comes from Sephora.


    The uber-personalisation, enticing offer (a FREE gift), relevant imagery and two clear prominent CTAs make this happy birthday email extremely attention-grabbing. Moreover, it makes it clear to the customers/subscribers their loyalty is highly appreciated as, unlike other brands, it does not offer a discount but a FREE gift.

    3 Subject Lines For Birthday Emails
    • “A GIFT for you! Happy Birthday, [FirstName]!”
    • “[FirstName], Happy B-day! Don’t let your 25% off discount expire”
    • “Happy Birthday from [your brand’s name]! We have a gift for you”
    Anniversary Emails
    Birthdays are about the person. Holidays are about the public. Anniversaries are far more momentous as they celebrate two parties coming together. It could be the first day someone subscribed to your mailing list or the first time they placed an order (or the 10th). Whichever the case, there is something worth celebrating and showing gratitude for.

    Celebrating anniversaries unique to your subscribers/customers will help you establish a stronger relationship with them and humanise your brand’s presence.

    Bonobos have done a brilliant job with its anniversary email campaign –


    The brand is offering subscribers 20% off their next order simply for being on their mailing list for a year (hint: special discount code is oneyear). This way, Bonobos is not only showing its gratitude but also attempting to convert long-term subscribers (that have not yet purchased) into customers. Smart, concise, on-point, appreciative and enticing – a winning combination for a customer engagement email.

    3 Subject Lines For Anniversary Emails
    • “Our one-year gift to you!”
    • “Happy Anniversary, [FirstName]! Do you want to know what your gift is?”
    • “Congratulations, [FirstName]! You earned the One Year badge.”
    Engagement Emails
    A lot of brands chose to reactivate dormant subscribers/customers with discounts or special sales campaigns. Yet, only a few would take a different approach to engage their audience. This is where engagement emails come into play.

    Not all subscribers are ready to convert into customers. Beardbrand knows that and uses customer appreciation emails to engage their email list with content rather than going straight in for the kill – salesy copy.

    First, the reader meets all the known famous brand faces and reads their thank you message evoking a sense of belonging (you are part of their community) –


    Then, rather than sending them to a product landing page, the brand invites the reader to its blog, gently guiding them through the sales funnel by offering informative, relevant, entertaining content –


    It’s the perfect customer engagement email focused on the reader instead of hard-selling something the recipients are not yet ready to purchase.

    3 Subject Lines For Engagement Emails
    • “[FirstName] – 40% off your favourite products, right now!”
    • “Only 5 items left! Buy now & get 50% off”
    • “A special discount to welcome you back to the fold”
    Customer Reviews
    People trust other people’s recommendations. It’s just the way it is. Therefore, your prospects/leads will trust customer reviews more than they’d trust well… you. Thus, make sure you collect as many customer reviews as possible.

    Tradegecko’s appreciation email, for example, is quite simple. The brand shows its gratitude by thanking the customer for being a superstar then kindly asks for their feedback. Notice how the copy is kept sweet, concise and fun?


    3 Subject Lines For Customer Reviews
    • “[FirstName], see what our superstar customers think!”
    • “Why are customers raving about our product [service]…”
    • “[FirstName], did we win your trust?”
    Early Access Email
    Another effective way of showing customer appreciation, aside from unique sales campaigns, is offering your target audience early access evoking a sense of exclusivity.

    Elf Cosmetics, for example, has done a stellar job with their early access email campaign –


    The brand’s prominent headline – “jump the line” – offers the recipients early access to its upcoming sale “before anyone else.” The offer is extremely easy to claim – click a CTA and visit a landing page.

    3 Subject Lines For Early Access Emails
    • “Don’t miss your early access exclusive offer!”
    • “Subscriber/Customer Exclusive: You are on the nice list – 30% OFF for you!”
    • “Skip the line – Get your early access NOW”
    Final Thoughts
    You want to convert subscribers to customers? Re-engage inactive subscribers? Win back dormant customers with special offers? Promote a loyalty program?

    Your customers are your brand’s lifeline. Without them, your business is for nothing. Their loyalty deserves to be rewarded. Thus, customer appreciation emails are the perfect way to do all of the above and effectively nurture your connection to your audience as well as build strong, long-term relationships and, of course, draw them back when they have doubts.

    The opportunities to show your audience you appreciate their loyalty and to say thank you are countless. Yet, the most important thing to remember about customer engagement and customer appreciation emails is that they are about the customer (or subscriber), not about you – so don’t get too salesy or start bragging about how awesome you are.

    What type of customer engagement emails are you sending?

    Highly recommended further reading –
    Writing Marketing Emails 101
    2) Email Design Trends 2021
    3) Subject Line Mistakes To Avoid
    4) Email Marketing Campaign Checklist (PDF version here)
  • Search Engine & SEO News: Google, & The Structured Data Testing Tool May 21, 2021

    What happened to Google’s Structured Data Testing Tool? How’s involved in all this?

    “SEM and SEO are essential to every business. You can spend every penny you’ve got on a website, but it’ll be all for nada if nobody knows your site’s there.” – Marc Ostrofsky

    Initially, Google launched its Structured Data Testing Tool (SDTT) back in 2015. Then, in 2017, the company launched its Rich Results Testing Tool (RRTT). In July 2020, after Google moved the RRTT out of beta, the company announced the deprecation of the SDTT.

    After the announcement, there was a massive backlash from SEO experts and Google made the smart move to migrate the structure data testing tool As per Google’s words – “we’ve heard your feedback and to better support open standards and development experience, we will be refocusing the Structured Data Testing Tool and migrating it to a new domain serving the community by April 2021.”

    It’s May (a month after the announced deadline) and has finally launched the Schema Markup Validator Tool. It will help SEOs validate their website’s structured data outside of Google’s RRTT.


    Google vs Google’s RRTT is designed to only show the structured data schema supported by Google.’s Markup Validator Tool is more for “general purpose” and focused on assisting SEOs to debug many more structured data types beyond the ones only supported by Google.

    According to Google’s explanation “the main objective of the migrated tool will be to check syntax and compliance of markup with standards.” Yet, moving forward, the SDTT will no longer check for Google search rich result types.’s Ryan Levering said the Markup Validator Tool is much easier and simpler than its predecessor SDTT as “it’s dedicated to checking that SEOs are using JSON-LD, RDFa and Microdata in widely understood ways and to warn them in case they are using types and properties in unusual combinations.”

    The Markup Validator Tool is a service powered by Google’s general infrastructure for working with structured data. It is migrated to as a Google-hosted tool. For those of you interested in trying out the tool, you can do so at

    Final Thoughts

    Do you have any suggestions or ideas about which search engine news topics you’d like us to look out for in the future? Write your requests below. We’ll keep an eye (or two) out so you don’t have to – and all for FREE, of course.

    EmailOut offers the most generous freemium email marketing software product for professional micro-businesses and SMEs across the globe coupled with the very best rates for large volume corporate senders. Take a look now.
  • Social Media News: TikTok Testing A New Feature That Will Challenge Facebook May 20, 2021

    What key shift in its platform is TikTok working on? Will the new feature be a challenger to Facebook?

    “Don’t use social media to impress people. Use it to impact people.” – Dave Willis

    TikTok is working on an in-app shopping feature to establish stronger monetisation processes for its short-term video content and capitalise on its massive potential.

    The popular video app is hoping to replicate the success of its Chinese-only cousin Douyin (which packed $26 billion ecommerce transactions in its first year) and started working with merchants across the globe on ways they can sell their products directly to the platforms’ million users base right within the popular video app.


    TikTok confirmed the in-app shopping feature tests in an email statement –

    “TikTok has been testing and learning with ecommerce offerings and partnerships and we are constantly exploring new ways to add value. We will provide updates as we explore these important avenues for our community of users, creators and brands.”

    Back in 2019, TikTok started testing simple ecommerce links within videos. This only proves the company has been working on its in-app shopping options for quite some time. Since then, the video app has been continuously improving and developing its on-platform trading (shopping) tools.

    Hype is just one of the brands TikTok has been reportedly working with to test the in-app shopping feature’s new options before a broader expansion. Hype will run a dedicated store on the platform taking orders from and interacting directly with customers.

    Currently, it’s unclear how the next stage of testing of the in-app shopping feature is going or how Tiktok will proceed.

    Final Thoughts

    Do you have any suggestions or ideas about which social media news topics you’d like us to look out for in the future? Write your requests below. We’ll keep an eye (or two) out so you don’t have to – and all for FREE, of course.

    EmailOut offers the most generous freemium email marketing software product for professional micro-businesses and SMEs across the globe coupled with the very best rates for large volume corporate senders. Take a look now.
  • Email Industry News: Microsoft 365 Blocking Google’s & LinkedIn’s Domain May 20, 2021

    Why did Microsoft 365 block Google’s and LinkedIn’s domain? What is MO255463?

    “Your most unhappy customers are your greatest source of learning.” – Bill Gates

    Microsoft issued an advisory (MO255463) notifying its users and admins that a Microsoft 365 bug has resulted in a massive flow of legitimate emails sent from multiple domains (including Google and LinkedIn) getting tagged as malicious and quarantined.

    Impact Of The Microsoft 365 Bug
    • inability to send/receive email from various domains (incl. Google & LinkedIn)
    • quarantining legitimate emails
    • inability to access links within emails as they’ve been flagged as ‘high risk’
    • users potentially getting blocked for sending emails if messages are incorrectly classified as spam or phishing
    According to Microsoft, this whole unfortunate fiasco has been associated with –
    • an increase in the number of URL-related alerts for non-malicious URLs
    • an increase in the number of Zapped Phish AIR investigations in Microsoft Defender
    • legitimate emails being marked as malicious in Threat Explorer
    • delays in getting the latest email information in Threat Explorer
    This year definitely didn’t get off to a good start for Microsoft. First, it was the Microsoft Exchange hack dubbed “The Greatest Email Heist” back in March. Then the FBI got involved with a court-authorised fix for the hack. Not to mention Egress’ research stating that 85% of organisations using Microsoft 365 have had an email breach in the last 12 months.

    Microsoft reported all issues – including the current one – have been fixed, but… how long until another hack or “issue” comes along threatening the email data security of millions of organisations and individual users?

    Final Thoughts

    Do you have any suggestions or ideas about which email industry news topics you’d like us to look out for in the future? Write your requests below. We’ll keep an eye (or two) out so you don’t have to – and all for FREE, of course.

    EmailOut offers the most generous
    freemium email marketing software product for professional micro-businesses and SMEs across the globe coupled with the very best rates for large volume corporate senders. Take a look now.
  • Email Copywriting: Everything An Email Marketer Should Know May 19, 2021

    Getting your email marketing strategy right is a science AND an art. A key element of both is understanding how to write high converting email copy.

    You are creating an email campaign for your awesome target audience, but the email copy is somehow off-kilter. It’s a feeling a lot of email marketers are familiar with.

    “Your email copy is a direct conversation with your target audience.” – EmailOut

    Even the most seasoned email marketers and copywriters (myself included) have trouble nailing their email copy. I bet even old-timers like Hemingway, Tolstoy and Austen have gone through writer’s block. When you’ve put tons of effort into writing the perfect email subject line, preheader and body copy but your email marketing KPIs fall flat, you start wondering – “What did I do wrong?” and “How can I improve my email copywriting?”. Sounds familiar?

    This article covers the following topics about email copywriting:
    1. What is email copywriting?
    2. How to write email copy?
    3. 11 email copywriting tips
    Ready to dive in?

    When dealing with email copywriting there is no need to reinvent the wheel. Brilliant marketing copywriters have existed for hundreds of years – for example, Claude Hopkins’ “Scientific Advertising” published in the distant 1923.

    Still, email copywriting is not solely about the subject line, nor is it just about the call-to-action or only about the body copy. It is about all of it and the art – and science – of crafting the most amazing email campaigns that convert like crazy and serve as automated selling machines from the moment you unleash them onto your target audience.

    Email Copywriting: Definition

    The most important rule of email copywriting: you must write something people want to read.


    Email copywriting is the words written in your subject line, preheader and body copy. It is the act of expressing an idea to persuade leads to convert into customers through the power of well-crafted, witty, interesting and captivating text.

    Email copywriting is not much different from any other form of copywriting. Yet, it does have a few unique advantages deserving of serious consideration.

    • conciseness
    • higher levels of persuasiveness
    • a connection between subject line, preheader and call-to-action
    • no fluff, fillers or tangents
    Mastering email copywriting requires time, strategy, a dash of creativity and, of course, a keen eye for detail. It’s not a marketing activity you should dread. In fact, by breaking down each content component of your email campaign you will simplify, streamline and clarify your copywriting process – and might just find out how much fun writing email copy can be.

    How-To: Writing Email Copy

    Writing email copy starts with a specific goal – “What is it that you want your audience to do after opening your email?

    Email Copywriting For Inbound Marketing

    Generally, email marketing has two main uses – inbound marketing and outbound sales (more on the latter later). Thus, you are either utilising email marketing to –
    • communicate with and nurture leads already attracted to your brand, or
    • attract new leads and convert them into long-term paying customers.
    Inbound marketing, for those who might not be familiar with the term, is a form of marketing that attracts people to a brand by –
    • creating content they want,
    • solving their existing problems, and
    • offering solutions they’re looking for.
    Let’s dive into writing smashing email copy for inbound marketing emails.

    Understanding Your Long Term Target Audience

    The focal point of inbound marketing is building and nurturing long term relationships, focusing on that goal is essential to nailing your inbound email copywriting.

    The two main elements to focus on are relevance and trust.

    You must take your audience on an intentional journey where each element of your email campaign is connected to the others (i.e. subject line to preheader and both connected to the body copy and CTAs) and relevant to the overall journey.

    In terms of trust, it’s important to remember that the immediate response to your email campaign is not as important as the long term response. In inbound marketing, the types of emails you send and your email copywriting are critical to your overall success because they will either build or deteriorate trust.

    I know profit is important but riddle me this, would you sacrifice a long term trustworthy relationship with a client (which will be increasingly profitable in future) for short term success?

    The Subject Line Promise

    Subject lines are like movie trailers. If the trailer doesn’t grab your attention, you wouldn’t even consider seeing the movie. The same applies to your email campaign’s subject line.


    With three billion emails sent/received daily worldwide, the chances of YOUR email being ignored are quite high. Unless… you craft the perfect email subject line befitting the type of email you’re sending and delivering on the promise within the subject line.

    If your subject line promises a free guide or a three-month free trial or the secret to email deliverability, you must ensure you’ll deliver on that promise.

    Fulfilling The Promise

    The Wild West of marketing is a dangerous place and your email copy falls slap bang in the middle of it. No rules, no perfect formula. If you neglect to fulfil your subject line promise within the email copy, your campaign will most certainly crash and burn.

    I receive tons of emails every day and have seen all sorts of email copy, some brands have done pretty well, others – not so much. However, “pretty well” is not “very well” where email marketing KPIs will skyrocket and sales flow.

    The inbound marketing email copywriting trends I’ve recognised as successful across varying content types and goals are –

    • delivering on the subject line’s promise,
    • storytelling is king, and
    • original content works best.
    Create Strategic Email Sequences

    Now that you have some pointers on how to create inbound marketing email copy, it’s time to focus on putting everything together and creating strategic email sequences.

    The four main email sequences every brand should have are –

    Whether you are a marketer, small or medium-sized business or a start-up, email automation will help you –
    • save time,
    • decrease costs,
    • nurture customers & attract new ones,
    • improve conversions, and
    • increase ROI.
    Besides, 64% of B2B marketers use email marketing automation techniques and B2C marketers using email automation witness a 50% increase in conversion rates.

    Email Copywriting For Outbound Sales Campaigns

    It’s time to tackle the much less complicated world of outbound sales email campaigns.

    Outbound sales emails have one very singular and simple objective – to start a conversation.

    Unlike inbound marketing emails, here you don’t need to worry much about building long term trust and providing continuous value. Ultimately, outbound sales emails are a game of numbers. You are simply attempting to –

    • get your products/services in front of a large group of potential customers,
    • grab the attention of as many people as possible, and
    • convert a percentage of them into customers.
    The three main things to focus on when crafting outbound sales email copy are –

    1) Increasing open rates with the help of your subject line.

    We always face the same challenge over and over again when it comes to subject lines – standing out in the mess that’s the potential customers’ inbox.

    Since you won’t be able to squeeze in all of the five essential ingredients that make a powerful subject line (i.e. curiosity, urgency, personalisation & relevance, novelty and a tempting offer) due to the recommended email subject line of only 50 characters (nor should you), make sure to carefully think through your subject line copywriting process.

    27 Awesome Email Subject Line Ideas >>>

    2) Boosting engagement rates with your email’s body copy.

    You got recipients to open your email, but… now what? This is not an inbound marketing email.


    People have no desire to spend their precious time reading through tons of content. If you respect them and want them to convert, you wouldn’t force them to. Rather focus on three important things –

    • pivot off your email subject line,
    • provide to-the-point, clear, short content, and
    • make the offer.
    You can always go wild and write more content and encourage recipients to experiment, but the shorter and more focused the better in my experience.

    3) Maximising conversions with follow-up emails.

    Your email might never be a top priority for your target audience. They may need what you’re selling and open your email. But… what if they get a call in the middle of reading or a work email needing their immediate attention?

    If they are (really) interested, they’ll either mark the email as “unread” or make themselves a reminder to get back to it. The bottom line is that you will not get an immediate response. Thus, you need to follow up on your initial offer within at least 24-48 hours. Just give them a little nudge. If after the third or fourth follow-up email, you still haven’t managed to convert them, let them go.

    11 Email Copywriting Tips

    Email copywriting can be time-consuming and stressful, but it can also be fun, exciting and enjoyable. People want to hear from you, but if you don’t meet their expectations, your email – regardless of how hard you’ve worked on your email copy – will be doomed to the horror that is the Trash, or worse – the Spam folder.

    However, you can prevent any such email marketing doomsday event by simply utilising these 11 email copywriting tips.

    Identify the WHO and WHAT

    Two of the most important things to determine before you start with email copywriting are –
    • who are you writing email copy to?
    • what do you want recipients to do after reading your email?
    It is crucial to understand your audience. If you don’t understand who you’re speaking to, what you want them to do and how you can help them, should you even be sending marketing emails?

    Of course, if you DO understand these things, ensure every part and element of your email is resonating with the ‘who’ and smooth-talking them to do the ‘what’.

    Nail Your Subject Line

    Your emails’ subject line is the perfect place to make a memorable and lasting first impression. Not to mention that –
    • nearly 50% of recipients open emails solely based on the subject line, and
    • almost 70% of recipients will report an email as SPAM only based on the subject line.
    A great email subject line can have a powerful impact on your target audience. From the words you choose and adding emojis (or not) to personalisation and funny puns, writing the best email subject lines is an art you need to master to achieve your email marketing goals.

    Oh, and did I mention email subject lines are pretty much the biggest factor in whether or not people open your email?

    It often takes us milliseconds to glance at a subject line and decide whether or not to open, ignore or delete an email. So, make sure YOURS will withstand such a fatal fate by following email
    subject line best practice.

    Match Your Email Copy with the Subject Line

    If you’ve made a promise in your subject line then make sure to fulfil it in the body copy. You wouldn’t want to make a promise to your target audience and then not keep it, would you?


    Beardbrand, for example, is brilliant when it comes to aligning its email copy with the email campaign’s subject line.

    Subject Line: The Perfect Mustache Curl Has A Surprising Secret

    The Promise: The secret to the perfect moustache curl

    My Secret: I don’t have a moustache, but still opened the email out of curiosity.

    The Delivery On The Promise: An engaging video on how to get the perfect moustache curl.

    Tell A Story In The Email Copy

    A good story engages the senses, triggers emotions, helps readers connect with you and provokes action. So, why not focus your email copywriting on telling a story?


    Depending on the goal of your email campaign, you can explore so many possibilities. For example –

    • you can tell a joke or a personal anecdote (if relevant)
    • transcript (shortly) a recent customer’s interaction with your product/service
    • come up with a fictional story to illustrate your point
    Storytelling has been a way for people to communicate, relate and connect since the dawn of time. Everyone loves it. In fact, according to stats, B2B marketing experts rank storytelling (81%) as the second most important factor in email marketing success, the first being audience relevance (90%).

    Be Short, Sweet and To-The-Point

    Email copywriting IS NOT blog copywriting. If your email consists of several hundred words, you’re doing it wrong. Although people spend several hours a day scrolling through their inbox while they finish other tasks, they only skim individual emails. Thus, get to the point or you’ll miss your window of opportunity.

    If you add huge blocks of content you’ll send readers racing to the ‘close’ button – or even worse, the delete one. Instead, make sure your email copy has a lot of whitespace and if you want to make sure your point gets across use bulleted lists, short sentences and questions.

    Always Personalise

    Any advice you come across on the web regarding email copywriting (mine included) will include a personalisation tip. Using people’s first name in your subject line AND email copy to get the readers’ attention. However, there’s more to personalisation than just using someone’s first (or last) name.

    Personalisation is the foundation of consistently achieving better email marketing metrics. Actually, according to a very interesting study I came across, 80% of people who receive personalised emails are inclined to make a purchase. Oh, and did you know that highly personalised emails significantly reduce unsubscribe rates?

    You can use various techniques to personalise your email copy that doesn’t require hours upon hours of stress, sweat and the occasional desperation. The more you
    segment your email list, the better you can automate your emails while also keeping them relevant and personal.

    Use Power Words

    Not all words are created equal. Smart copywriters use power words to trigger psychological and/or emotional response from their target audience.

    With humans being the complex emotional beings we are, there is a wide range of emotions copywriters can “attack” with their email copywriting. However, I’ll focus just on a few.

    • Greedbargain, best, big, cheap, discount, deadline, exclusive, gift, giveaway, greatest, inexpensive, ultimate, up-sell, expires
    • Curiositybehind the scene, invitation only, sneak peek, top secret, unconventional, under the table, classified, bizarre, limited
    • Slothaccessible, all-inclusive, cheat sheet, comprehensive, freebie, guide, how-to, fail-proof, on demand, now, free, efficient
    • Lustcaptivating, compelling, engaging, fascinating, forbidden, mind-blowing, mischievous, uncensored, intriguing
    • Vanityahead of the game, at the top, amplify, remarkable, quick-witted, successful, money-making, effective, wealthy, ultimate, boost
    • Trustaccredited, authentic, approved, best, best selling, certified, endorsed, fully refundable, guaranteed, moneyback, no obligation
    Avoid Spam Trigger Words

    You have a reputable IP, near-perfect sender score, on-point subject line and both a physical address and unsubscribe link, why then is your email still ending up in the spam folder? Spam trigger words.


    Most (if not all) email service providers (Gmail, Yahoo!, Outlook, etc.) have spam filtering algorithms that are triggered when certain spam words either in the subject line or the email copy are detected. Therefore, it’s crucial to know which specific words you should avoid.

    • financial (business) – credit card offers, no investment, no credit check, no hidden costs, a full refund, explode your business
    • general – chance, here, leave, amazing, cancel at any time, click here, congratulations, for only ($) (£), free, guaranteed, great offer
    • marketing – click, click to remove, email harvest, increase sales, month trial offer, not spam, click below, direct email, removal instructions, increase traffic, mass email, opt-in, sale, this isn’t junk, we hate spam
    • numbers – 4U, billion dollars (pounds/euros), join millions, one hundred per cent guaranteed
    • offers – no claim forms, no obligation, no gimmick, confidentiality on orders, no catch
    • call-to-action – get, print out and tax, give it away, see for yourself, sign up free today
    • free – pretty much any phrase containing the word ‘free’
    • sense of urgency – call free, do it today, apply online, don’t hesitate, great offer, order now, offer expires, get started now, call now, order today, urgent, take action now
    Do Not Forget Your Preheader

    We all know what an email subject line is but what about that line of text shown next to (or under) the subject line? That’s known as an email preheader. It’s completely different from the subject line, but the two are joined at the hip. They work together to convince your target audience to open and engage with your email.

    Your preheader’s
    purpose is to build on the subject line, not parrot it. Hence, being repetitive is honestly an unproductive and, to be honest, lazy technique. At the same time, you also need to be consistent. If your preheader goes off in a completely different direction to the subject line, your audience will get perplexed and far less likely to open your email.

    Be Careful With CTAs

    You might be tempted to add multiple call-to-actions (CTAs) in your email body hoping at least one will grab the readers’ attention, but if you give recipients too many links or buttons to click on your chances of increased conversion will be slim to none.

    The three main elements of a great call-to-action are –

    1) Copy. Make sure your CTA copy is short, clear, with active and urgent words as well as personal pronouns and that it offers benefits. If it takes > 6 secs to read, it’s too long.

    2) Design. CTA design best practice –

    • use a bold and legible font that complements the rest of the email’s copy
    • apply contrasting colours to draw attention and make the CTA stand out
    • pick the right size – the average call-to-action button is 47.9 pixels tall.
    3) Placement. Two important things to consider when deciding your CTA placement –
    • You want your CTA to be easily noticed without the people scrolling down too much? Place it in the above-the-fold area.
    • You want the readers’ main focus to be on your offer? Place the CTA towards the bottom to avoid being overly aggressive and pushy.
    You can place more than one CTA, but don’t overdo it or you might annoy your audience.

    Always Split Test

    You can research your audience and create buyer personas all you want. You can follow all best practice from segmentation to subject lines and design. Or, you can even implement every email copywriting tip and trick in the book. At the end of the day, it’s all just a guessing game until the data comes in from your audience.

    You’ve written your email copy, BUT to find out
    which will work best, you will have to use split testing (A/B testing) without having to commit to either. This means that a small portion of your entire email list will receive two different versions of your email copy – 50% will get Version A and the other 50%, Version B.

    Afterwards, your
    email marketing software of choice will run the A/B test and swiftly track important KPIs like open, click-through and conversion rates to figure out which email version resonates best with your audience. Then, the rest of your email list will receive “the winner” based on the results.

    Final Thoughts

    Email copywriting is not rocket science or nuclear physics.

    The key to writing a powerful and effective email campaign is understanding your audience. From there, the email copy will pretty much write itself. Though you do need to figure out your writing style and the triggers your recipients will respond best to.

    Remember, email is personal. Thus, treat it as such. Don’t treat your recipients as money-making machines. Instead, talk to them like the human beings they are. Trust me, they’ll be more than happy to take action and help you achieve your email marketing goals.

    Are you ready to tell your brand’s story?
  • How To Boost Trust In Email Marketing May 14, 2021

    Despite the growth of chat and messenger apps, email reigns supreme as consumers’ preferred communication channel and an integral part of their daily online life.

    A business is nothing without loyal, happy and satisfied customers. However, gaining those customers’ trust requires hard work and careful planning. So, how can you build trust in email marketing?

    “Building trust is a process that requires time. Trust results from consistent, reliable and predictable interaction over time.” – Barbara M. White

    Back in 2019, the number of email users worldwide amounted to almost 4 billion and is expected to grow to nearly 4.5 billion in 2024. Unfortunately, these billions of people are also receiving tons of spam. As a matter of fact, according to stats, spam accounts for over 28% of emails globally. Thus, it’s understandable that leads/subscribers/customers are very cautious when they get email communications. But, it’s your job to offer reassurance and build trust in your email marketing with every single one of your recipients.

    In this article, we’ll help you build trust in email marketing by discussing:
    1. The importance of building customer relationships through email marketing
    2. Top tactics to build trust in email marketing –
    a) Ask before shaking hands
    b) Welcome aboard
    c) The ‘From’ name & email address
    d) Make it personal
    e) Automation
    f) Social proof

    Ready to learn more?

    For successful and effective email marketing, building trust with your target audience is crucial. The more trustworthy your email marketing is, the more engaged your audience will be. With more trust and engagement, your email campaign – be it a promo offer, special holiday deal, advice or valuable content – will be that much more impactful and powerful. Subsequently, building trust in email marketing, will drive more open and click-through rates, signups and, of course, sales.

    Did you know that 84% of marketers believe that building trust will be the main goal brands focus their marketing efforts on in the future? Hence, one of the best course of action toward achieving this goal would be to bet on an easy-to-use, free for life email marketing platform that shows you who is engaged with your marketing campaign, and perhaps, more importantly, who is not.

    Email Marketing & Building Trust

    2020 caused mayhem with plenty of unique challenges for businesses all over the globe thanks to the COVID-19 pandemic. Everything email marketers thought they knew about their customers’ expectations, experiences and email marketing behaviour changed dramatically. Many brands had to adjust both their short and long-term email marketing strategies to ensure a successful, efficient and effective transition into a post-pandemic email marketing world.

    Building trust in email marketing became essential.

    Tell me this… If a stranger asks you to give them a lift to the nearby post office, would you? What if it was your friendly, lived-there-forever, shared an occasional pint with next-door neighbour? As you’ve guessed, the answer relies on who is asking. It’s the nature of the relationship that will define your response and subsequent action. The more familiar the relationship, the easier would be to take action. The same applies to email marketing.

    Over time, when your audience knows, likes and trusts you, you will find that you’ve built trustworthy relationships that lead to prospects/subscribers/customers saying “Yes!” to your offers effortlessly. Overall, building trust in email marketing means repeat purchases, referrals and, most importantly, long-term loyalty.

    Just to drive the point home, here are some email marketing stats –
    • consumers spend around 5+ hours a day checking emails (3+ hrs on work: 2+ hrs on personal);
    • 91% of consumers prefer email to any other marketing communication channel;
    • 59% of consumers’ purchase decision-making is influenced by marketing emails;
    • 59% of B2B marketers attest email is their most effective channel for revenue generation;
    • 64% of B2B marketers utilise email automation;
    • 80% of B2C marketers use email to nurture their audience;
    • marketing emails are 6 times more likely to get click-throughs compared to social media platforms; and
    • email marketing has an ROI of 42:1.
    It’s pretty obvious why email marketing is crucial to the success of your business. By utilising email marketing to build trust with your audience, you will not only improve your brand’s reputation and drive higher conversions but also sustain that success and reassure your subscribers/customers they’ve made the right choice by choosing your business.

    6 Tactics To Help You Build Trust In Email Marketing

    You know email marketing is crucial to any great marketing strategy. Yet, as online competition grows, so does competition for the customers’ inbox. Therefore, providing a great customer experience and building trust between your brand and the customers through email marketing is vital. The better the customers’ experience with your email marketing, the happier they’ll be, and the greater your conversions and revenue will become.

    Now, the key to a happy customer goes beyond just giving them a great product/service. It starts with establishing a relationship through building trust via extraordinary email marketing campaigns and results in… you guessed it, conversions. Your customers NEED to trust you to deliver the exceptional product/service you rave about in your highly-personalised email campaign on top of the instant support should they require anything (i.e. further details, advice, alternative approach, tutorials, onboarding meeting, etc.).

    Regardless of whether you are building or retaining consumer trust through email marketing, you need a game plan. Yours starts with these 6 tried-and-tested methods to build trust in email marketing

    1) Get Permission

    As an email marketer, I’m certain you’ve heard of permission-based email marketing (a.k.a opt-in email marketing) and know how it works and why it’s important.

    I have no clue why I’m receiving this email but I’m glad I did. I guess I’ll go make a purchase now.” – said pretty much no one, ever.

    Hence, the first rule of permission-based email marketing: Make sure the audience you are sending your awesome email campaign(s) to wants them and has given you explicit permission to send them email communications.


    Contacting people who have not given their express permission is –
    • a bad email marketing practice,
    • will not help you build trust and, most importantly,
    • It’s probably illegal as you will be breaking email marketing laws.
    Furthermore, not obtaining permission will harm your email marketing metrics such as engagement, conversion and unsubscribe rates.

    2) Welcome Aboard

    First impressions matter. Thus, after people reach out to you, it is imperative to make a memorable first impression.


    In email marketing, welcome emails (a.k.a onboarding emails) is where you provide further information and guidance to your audience. By clearly outlining what recipients can expect from your brand’s email communications, you will not only build trust in email marketing but also make them feel prepared for what’s to come and more open to engaging with your email campaigns in future.

    People are most engaged with brands within the first 48 hours of signing up. Yet, 41% of businesses don’t send onboarding emails to newcomers during this crucial trust-building window. Moreover, welcome emails are the most commonly used type of automated marketing emails utilised by 58% of B2C marketers.

    Remember, in your welcome email, it’s essential to state –
    • how often you’ll be emailing them
    • what content you’ll be sending, and
    • how they can get the most out of your brand.
    When you send subscribers/customers a welcome email minutes apart from their signup or first purchase, you are setting the stage to build trust in your brand and future email marketing communications.

    3) Consistent ‘From’ name & email address

    You’ve probably gone through hundreds upon hundreds of articles on improving email subject lines and dozens of split tests to ensure your email campaign will tick all the right boxes and entice recipients to open and interact with it. However, as important as subject lines are, what appears next to your subject line – the ‘From’ name – is just as important, if not slightly more.

    Are your ‘From’ name and email address recognisable? Your ‘From’ name is the perfect place to start building trust with your target audience. People are way more inclined to open emails that come from actual people rather than brands. However, if they signed up for your email marketing communications, your brand’s name showing up in their inbox will be both expected and welcome.

    Moreover, if you are consistently sending highly-relevant, uber-personalised and valuable emails with the same ‘From’ name and from the same email address, your audience will come to associate both with good things. Hence, strengthening your relationship with leads/subscribers/customers and further building trust in your email marketing.

    If you are wondering about the ‘From’ field, this rule-of-thumb will help –

    Newsletter = your company’s name
    Sales emails = an account manager or sales representative
    Company news/performance = the CMO or CEO (if recognisable)

    4) Personalisation is key

    Did you know you can make your email marketing even more powerful by simply knowing how to fine-tune your email campaigns? Yes? No? How?

    Personalisation is crucial when you look to build trust in email marketing and your target audience. Your leads/subscribers/customers don’t want to feel like just another name and email address on your email list. They want understanding and appreciation.

    Actually, according to research, one of the basic human desires is to feel unique. Thus, by showing your target audience you know them, understand their needs, desires and interests, and appreciate their ‘uniqueness’ (I mean it in a good way!), they will be much more likely to trust and engage with your email marketing communications.

    Remember, personalisation goes beyond just the subject line and using the recipients’ first name. If you want to build trust in email marketing and nurture the relationship with your audience, make sure you’ve taken the necessary steps to get to know your leads/subscribers/customers and crafted relevant, personalised, valuable email copy they will most definitely enjoy.

    5) Email automation

    On top of making your target audience feel valued, appreciated and understood with highly personalised email campaigns, your timing needs to be perfect.

    The reason people are coming to you is that you offer products/services or information they desperately need and want. When they give you their personal information, they expect you to reach out to them pretty much instantly. This is where email automation comes into play.

    From welcome and thank you emails to purchase confirmations and delivery updates, with the right email marketing software you will be able to automate pretty much every email message (i.e. autoresponders) and send it out once a specific trigger has been met. Moreover, with email automation, you will be able to save time and avoid turning into a stress monkey.


    The longer your email takes to hit the recipients’ inbox, the more nervous people get. With being unsure if their purchase went through or if they successfully signed up, people will ultimately question if they can trust your business and, subsequently, your email marketing.

    6) Social proof

    Some people might need a bit more time – and effort on your part – to trust your business. Human beings are more likely to trust others’ recommendations when making purchasing decisions. It’s just how we are wired. This is where using social proof will help you strengthen your reputation and build trust in email marketing.

    Testimonials, reviews, case studies, referrals, etc. are powerful forms of social proof you can add to your email campaigns to show your target audience that other people trust your business and have benefited from what you have to offer.

    Final Thoughts

    Like any relationship, building trust takes time. It will not happen overnight. Yet, without trust, you have nothing. Email marketing presents the perfect chance to build trust and nurture the relationship with your target audience. However, the crux is to know which method for building trust in email marketing to use and when to use it.

    To ensure you build trust in email marketing, remember these five important tips
    • always get permission to contact recipients
    • stay true to what you say in your emails
    • make people feel appreciated with every email
    • be reliable, consistent and reputable
    • always personalise your campaigns
    Are you ready to make your email marketing even more trustworthy?

    Highly recommended further reading –

    1) Writing Marketing Emails 101
    2) Email Design Trends 2021
    3) Top 10 Email Campaigns That Convert
    4) Email Marketing Campaign Checklist (PDF version here)
    ROSERA likes this.
  • Google Web Stories and WordPress May 5, 2021

    Google Web Stories? What has it got to do with WordPress?

    “The best place to hide a dead body is the second page of Google.” – Anonymous

    In February 2018, Google announced an Instagram-like feature called AMP Stories which was later (May 2020) rebranded as Web Stories.

    This visually rich, mobile-focused content format allows publishers and advertisers to post tap-through pieces linked to from anywhere on the web. While Stories on Instagram, Snapchat, Facebook and Twitter must be viewed within the respective social media’s ecosystem, Web Stories are pretty much like any other piece of content published on the Internet.

    Since Web Stories was first launched, Google has worked tirelessly to improve the WordPress plugin. However, when it came down to embedding freshly crafted Stories, many publishers struggled to figure things out. Fortunately, with the release of the newest Web Stories Editor for WordPress version, publishers now have an uber-easy way to embed their awesome and creative Web Stories on their website. Or, if they like, embed Web Stories from other sites.

    The Google Web Stories updated plugin offers three ways to add Web Stories to your site –


    By integrating Google Web Stories into your content strategy, you will be able to –
    • take advantage of original and third-party content to improve the quality of your content strategy
    • “diversify your traffic sources by combining organic traffic from both search results and Discover with direct traffic from origin and social sharing”
    Wouldn’t it be awesome to dominate Google search results first page with both great Web Stories AND traditional web content?

    Final Thoughts
    Do you have any suggestions or ideas about which digital marketing news topics you’d like us to look out for in the future? Write your requests below. We’ll keep an eye (or two) out so you don’t have to – and all for FREE, of course.

    EmailOut offers the most generous freemium email marketing software product for professional micro-businesses and SMEs across the globe coupled with the very best rates for large volume corporate senders. Take a look now.
  • Consumer Email Tracker 2021 May 4, 2021

    Why do email subscribers (occasionally) behave in unexpected ways?

    “A bad email reputation is like a hangover – hard to get rid of and it makes everything else hurt.” – Chris Marriott

    The UK’s Data & Marketing Association (DMA) together with Validity have published their annual Consumer Email Tracker 2021 report which analyses email marketing through the eyes of the consumers and the ways they interact with email communications.

    Last year the world was severely impacted by the COVID-19 pandemic. The way people learn, live, play and work have changed exponentially. The global pandemic completely reshaped consumers’ email behaviour.

    Consumer Email Tracker 2021 Report Summary
    • over 70% of consumers state email is the best marketing channel brands can use throughout the customer journey
    • [2020] 28% of consumers often wonder how brands/shops/marketers managed to obtain their email address compared to 43% in 2017
    • an average UK consumer has two personal email addresses
    • 50% of consumers who participated in the survey state they do not have a work email
    • 26% of consumers use their additional email address to get marketing emails
    • the devices most often used to access personal emails are –
      • desktop/laptop – 64%
      • smartphone – 62%
      • tablet – 25%
    • 96% of consumers check personal emails daily with 3% only once a week
    • the average UK consumer is signed up to marketing emails from 10 brands with the main reasons for opting-in being –
      • to receive discounts and offers – 48%
      • being a regular customer – 45%
      • to receive e-receipts – 42%
      • as a requirement for making a purchase – 39%
      • joining a loyalty scheme – 38%
    • 18% of consumers state they open and read over 75% of the emails they receive with 20% stating they read 50-75% of the emails in their inbox
    • the most important factors in opening an email are –
      • brand recognition – 68%
      • subject line – 59%
    • relevance (55%) and offers (53%) are the main reasons consumers in the survey like receiving emails from brands with useful information and news (39%) also being an important factor
    • 56% of consumers state the main reasons for unsubscribing from a brand’s marketing emails is “receiving too many emails”
    • 54% of consumers will use the unsubscribe link provided in emails while 15% prefer to contact the brand directly and 18% will simply report the email as “spam”
    • 49% of consumers expect to never hear from a brand once they’ve unsubscribed
    To find out what customers really want from your email communications, gain unparalleled insight into consumers’ email behaviour, identify new email marketing trends and maximise your email marketing efforts, download the free Consumer Email Tracker 2021 report.

    Final Thoughts
    Do you have any suggestions or ideas about which email industry news topics you’d like us to look out for in the future? Write your requests below. We’ll keep an eye (or two) out so you don’t have to – and all for FREE, of course.

    EmailOut offers the most generous freemium email marketing software product for professional micro-businesses and SMEs across the globe coupled with the very best rates for large volume corporate senders. Take a look now.
  • The Junk Folder, Sender Score and Email Sender Reputation Apr 30, 2021

    Email Reputation? Sender Score? Spam? Junk? How does sender reputation impact your email deliverability?

    You don’t pour your heart into crafting a brilliant, compelling, well-thought-out email campaign just so it can plop into the depths of a spam folder or boomerang back to you. Yet that’s exactly what will happen if you don’t take care of your sender reputation.

    “SPAM is taking email, which is a wonderful tool, and exploiting the idea that it’s very inexpensive to send mail.” – Bill Gates

    Write amazing email copy, add some groovy imagery, create a spot-on call-to-action, fire off the email campaign to your mailing list and watch customers rolling in – seems rather easy, right? However, your email campaign won’t deliver the desired return on investment if it doesn’t reach the recipients’ inbox or, worse, ends up in the spam folder. This is where sender score and email reputation comes into play.

    This article covers the following topics on sender reputation, the spam folder and email sender score:
    1. What is Sender Score?
    2. What is email sender reputation?
    3. How-To: Improving your email sender reputation sender score
    4. How to stop emails going to junk?
    Ready to dive in?

    In 2021 the projected number of daily sent/received emails worldwide, according to research, is expected to exceed 319 billion. With that said, internet service providers (ISPs) and email service providers will always do their best to protect email users and reduce the clutter to show people only wanted and relevant emails.

    The top two metrics that ISPs and email service providers use to determine which emails will make it to the inbox, go straight to the junk folder and be blocked immediately are sender score and email reputation.

    Are your emails struggling to get through? To make it to the inbox, make sure you are on the right side of these spam filters.

    What Is Sender Score?
    A sender score, according to email and deliverability experts, is the numerical representation of your sending reputation determined by measuring your performance across key metrics important to email service providers and, of course, email subscribers.

    Think of your email sender score as a credit score. But, rather than dealing with banks, you are dealing with email service providers. Your sender score sits on a scale of 0-100, with 0 being the worst and 100 the best, and reflects the reputation of your IP address which factors in establishing whether or not you’re filtered out as a spammer.

    How To Calculate/Check Your Sender Score?
    If you are experiencing a drop in email deliverability and open rates or an increase in bounces rates, there’s a good chance your sender score – and email reputation – are in trouble. However, there are two ways to check your sender score instantaneously –
    According to Return Path by Validity, your sender score is made up of the following reputation metrics
    • Complaint rate. It measures the recipients’ complaints against the email you send.
    • Message filtered rate. It indicates if your email was filtered to the spam/junk folder.
    • Infrastructure. It represents the hardware used to send emails.
    • Sending volume. The number of emails sent from your IP over a period of time.
    • Sender rejected rate. Any email blocked during the SMTP “conversation”. It is usually taken from the incoming SMTP logs of participating ISPs.
    • Unknown user rate. When you send an email to a recipient that never existed or is no longer active they are known as ‘unknown users’.
    • Spam traps triggered. Spam traps are email addresses solely created for the purpose to capture spammers. This metric indicates the number of spam traps hit over a period of time.
    • Blacklists. A list of IP addresses created and maintained by ISPs, anti-spam organisations, spam filtering companies and email service providers to help with the filtering and blocking of spam.
    Be advised that online services use a proprietary algorithm utilising a wealth of data powered by email service providers, spam filtering companies and spam trap networks. Ultimately, it’s ISPs and email service providers – through THEIR datasets – that have the final say on whether or not you’re sending “good emails”.

    Pro tip: Just getting a “high” sender score doesn’t automatically guarantee all of your email campaigns will end up in the recipients’ inboxes.

    What Is Email Sender Reputation?
    An email sender reputation is a numeric representation of your sending IP address reputation that email service providers monitor to determine whether or not your emails are spam. It is an essential component of your email deliverability. Basically, ISPs assign email senders a score based on three important reputation factors.

    Pro tip: An excellent way of monitoring your email sender reputation is keeping an eye on your email marketing KPIs. A noticeable decline in open rates and lack of engagement might be due to poor email sender reputation or bad sender score.

    IP Reputation
    Sending unsolicited emails (spam) has been a problem of global proportions and a huge threat to email subscribers and businesses for years. Not even email marketing platforms (like Sendgrid) are protected.

    To counter the disturbingly high distribution of spam, ISPs are utilising IP reputation to determine the quality of emails. Way back when, there wasn’t a variety of methods to authenticate a domain address. Thus, ISPs created complex IP reputation models which differed from one another BUT shared the same task – identifying “problematic” IP addresses. Unfortunately, after a while, relying solely on IP reputation to determine email deliverability practice was inefficient because it didn’t consider how different IPs could deliver junk mail with identical content.

    Simply put, every email can be traced to an IP address and IP addresses gain IP reputation based on past incidents – i.e. blacklisting, bounces, etc.

    Content Reputation
    Advancements in tech have allowed internet service providers to adopt a new approach to measuring the quality of an email – content reputation.

    Content reputation measures the email copy to determine whether the content sent is valuable, non-spammy, non-offensive and of high quality. Specific types of content are clear triggers for ISPs (i.e. attaching a virus, requesting bank details, etc.) and will result in an immediate “spam” flag without questions asked. Furthermore, if your open and click-through rates go down and unsubscribe rates go up, your content reputation will also suffer.

    Pro tip: Content and IP reputation go hand-in-hand to help email marketers – and ISPs – gain a better understanding of a sender’s historic email send quality.

    Domain Reputation
    While IP reputation is based on your sending IP address, domain reputation is based on… you guessed it, your sending domain. Domain reputation represents the overall “health” of your sending domain as interpreted by email service providers (i.e. Gmail. Yahoo!, Outlook, etc.) taking into account factors such as –
    • spam complaint rates
    • spam traps
    • bounce rates
    • engagement rates
    The top three factors that affect your domain reputation are –
    • web domain age
    • domain category (or industry)
    • links to other domains/websites
    The awesome team at EmailOut strongly suggests that all its users update their DNS settings (with their respective domain hosting providers) to benefit from DKIM and SPF authentication.

    Remember, when you are sending an email campaign to the recipients’ email service provider their server will check where the email came from and that it’s properly authenticated. If you don’t update your DNS settings your email will fail authentication and may never reach the intended audience.

    Now, don’t you go screaming and crying, alright? It’s not as scary as you might think. EmailOut has a dedicated DNS tool where you will find the records you need to update your DNS settings with. Once you have updated said settings, the platform will “tell” you if it has worked or not.

    To take it up a notch, if you want EmailOut to send emails from more than one sender email address or domain, all you need to do is add an alternative email address (you can add as many as you like) then update the DNS settings accordingly.

    In this manner, the domain reputation of will be kept separate from the domain reputation of

    Pro tip: You cannot avoid negative domain reputation by switching email service providers or email marketing software, or using a different sender email aliases.

    How-To: Improving Sender Score and Email Reputation
    Do you want to –
    • prevent your emails from being spoofed
    • improve your email deliverability
    • ensure that people who signed up to your email lists continue to receive your emails?
    If the answer is “Yes!”, you – dearest reader – need email authentication.

    What Is Email Authentication?
    Email authentication can be an unnerving topic for any email marketer. More often than not, you’ll come across an alphabet soup of different abbreviations and acronyms that will make your head spin. However, certain email authentication methods will help you ensure the security of your email sender reputation. (I’ll tell you all about them in a jiffy!)

    Email authentication, technically speaking, is a process that helps identify the sending source (for example, sending domain or IP) of an email so that ISPs will route the email confident of where it came from.

    In simpler terms, email authentication is a process set to help you, the sender, prove you are who you say you are (not that [email protected] D0e from M1cr0s0ft urgently asking you for your bank details) and that the email you’re sending is not forged/spoofed.

    In other words, email authentication allows email marketing tools to send emails on your behalf AND as your domain.

    How Does Email Authentication Work?
    There are many ways to approach email authentication, each one with its specific technicalities. However, the general authentication process works as follows –
    • the sender establishes a policy defining the rules by which emails from their domain name can be authenticated
    • the sender configures its email servers to implement and publish the rules
    • the email server receiving the email authenticates the message by verifying the details of the incoming email against the rules defined by the domain owner
    • the receiving email server takes action based on the results from the authentication process to either deliver the email, send it to the junk folder or disregard it completely
    When the receiving email server gets your message it looks for specific information in your email and the Domain Name System (DNS) records (see, you need to update them) of your domain to determine –
    • the legitimacy and security of your message
    • whether or not it is safe for the recipient to receive
    • if the email came from an authorised source
    Email Authentication Methods
    Beyond just looking at the sender’s email address, there are four email authentication methods (or standards) ISPs use that email marketers can take advantage of to stop emails going to junk or be rejected by the mail servers.

    Sender Policy Framework (SPF)
    Sender Policy Framework
    or SPF is an authentication standard which purpose is to detect falsification of the sender address (return-path header) during the delivery of the email. It’s a DNS record that specifies which IP addresses and/or servers are allowed to send email communications from that particular domain.

    When implementing SPF, always keep in mind that each domain can have a maximum of only one SPF record.

    The disadvantage of SPF authentication is that this method alone cannot authenticate the original author of the email. Instead, it authenticates only the source of it (return-path). The best course of action to prevent email spoofing is to combine SPF with DMARC and DKIM.

    DomainKeys Identified Mail (DKIM)
    DomainKeys Identified Mail
    or DKIM is an authentication standard focused on detecting fake/fraudulent sender email addresses – email spoofing. Just like an SPF record, DKIM is a TXT record added to a domain’s DNS. It allows the email’s recipient to check if the email message has been authorised by the domain owner.

    Unlike SPF, DKIM uses an encryption algorithm to create a pair of electronic keyspublic and private. The public key is placed in the DNS record, whilst the private key remains on the servers it was created on (i.e. your mail server).

    To implement DKIM, you are required to update your DNS setting just like with SPF.

    Pro tip: This tool will be very useful for generating both public and private DKIM keys.

    Domain Message Authentication Reporting and Conformance (DMARC)
    Domain Message Authentication Reporting and Conformance
    or DMARC is an email authentication standard focused on handling the problem of email spoofing by protecting both the sender and the recipient. Your DMARC record instructs the receiving server not to accept an email if it fails DKIM and SPF checks.

    Is DMARC enough for email authentication? On its own – no. DMARC needs SPF to work.

    Your DMARC record is published with your DNS records. It “tells” the receiving server not to accept an email if it fails DKIM and SPF (among other checks).

    Pro tip: All the leading ISPs have already introduced DMARC checks on their receiving servers.

    Brand Indicators for Message Identification (BIMI)
    Brand Indicators for Message Identification
    or BIMI is an open standard allowing businesses to verify their identity and be easily recognised in recipients’ inboxes. Similar to SPF, DKIM and DMARC, BIMI is a text record that lives on your servers. It works alongside SPF, DKIM and DMARC to show email service providers you are you. Some even call this authentication standard DMARC 2.0.

    To enable BIMI, the following requirements must be in place –
    • a DMARC record with a ‘quarantine’ or ‘reject’ policy
    • recognition as a bulk sender and a good sender reputation
    • another DNS record called BIMI Assertion Record. It’ll contain the link to the image (SVG format) that is going to be used
    How To Stop Emails Going To Junk?
    From newbies to email marketing gurus, we’ve all faced email deliverability issues. Your emails can accidentally end up in the spam folder and it’s frustrating. But… with the help of a few practical tips and tricks your “how to stop my email going to junk” problem can be easily solved.
    • organically build your email list
    • always use double opt-in
    • use email authentication
    • maintain email list hygiene
    • be compliant with email marketing laws
    • monitor email marketing KPIs
    • follow email design best practice
    • send relevant content
    • ask recipients to whitelist your domain
    • don’t link to shady websites
    • avoid spam trigger words
    • use accurate sender information
    • add a physical address to all emails
    • always add an unsubscribe link
    • use reputable email marketing software
    • send emails frequently
    • monitor your email sender reputation
    Ready for your emails to land in the inbox again?

    Final Thoughts
    Your email reputation is in YOUR hands. If you send wanted and relevant emails with the right message to a consenting audience and at the right time, your sender score and email sender reputation should be fine. Just don’t get slouchy!

    Use all the tools and techniques at your disposal to get a perfectly accurate picture of how email service providers view your email. Then, use the data to improve your email sender reputation, sender score and, ultimately, your email deliverability.

    Gaining a good email sender reputation and sender score requires a lot of time, patience and, of course, a bit of strategising. Destroying it, however, needs just a few poor decisions and a couple of bad judgement calls.

    Highly recommended further reading –
    Writing Marketing Emails 101
    2) Why Is My Email Going To The Spam Folder?
    3) 10 ‘Must-send’ Marketing Emails
    5) Email Engagement: Paramount For Email Deliverability
    4) Email Marketing Campaign Checklist (PDF version here)
  • Email Marketing: An Introduction For Beginners Apr 29, 2021

    Email marketing is the most powerful, effective and direct way of nurturing your leads/subscribers and converting people into paying customers.

    Email is a revenue-driving machine. It reigns supreme as the most powerful marketing tool. Yet, just because you have some content and an email list, it does not mean you are getting the most out of email marketing. For that, you need a bulletproof email marketing strategy.

    “The essence of any marketing strategy is choosing what to do and what NOT to do.” – EmailOut

    Finding the key to exceptional and profitable email marketing is crucial to your bottom line. With competition for the inbox being at its highest, whether your bottom line is hard cold cash, engagement or anything in between, you need an email marketing strategy to help you achieve your goals.

    This article covers the following email marketing topics:
    1. What is email marketing?
    2. The importance of email marketing
    3. How-To email marketing
    • Growing your email list
    • Buying/renting email lists
    • Email marketing service: making the right choice
    • Creating a sign-up form
    4. Email campaign marketing checklist
    5. Email design best practice
    6. Email marketing strategy

    Ready to dive in?

    Your email marketing strategy might’ve worked 2, 3 or 5 years ago. Yet, the marketing landscape changes constantly and to survive – and thrive – you need to adjust to any changes coming your way. Thus, devote the same amount of effort, planning and thought to your email marketing strategy as you do when developing any other business strategy.

    What Is Email Marketing?
    Email marketing
    is a form of direct digital marketing that utilises email to –
    • promote a business’s products/services
    • build and nurture relationships with your target audience
    • spread brand awareness
    • improve brand loyalty
    • keep your audience engaged and informed
    • deliver relevant, beneficial content and offers
    • drive sales
    Simply put, email marketing is the process of using email as a sales channel.

    Yet, email marketing is not simply sending emails to your subscribers/customers. It is the process of sending highly personalised, relevant and valuable email campaigns to the right target audience.

    In business, everything requires a strategy or you’ll end up shooting blind. The same applies to email marketing.

    Your email marketing strategy is a set of tactics and processes that will help you identify – and follow – a carefully thought-through step-by-step plan which will assist in achieving your desired marketing objectives via sending perfectly timed, highly personalised, uber relevant and beneficial email campaigns.

    With the right email marketing software, setting up and tracking an email campaign’s performance will be as easy as ABC. From promotional emails to newsletters, email marketing allows you to target specific groups (segments) at a specific time with the right message that will nudge them to make them convert.

    The Importance Of Email Marketing
    Do you know why email marketing is important? The benefits?

    Despite the rise in unsolicited emails (never a good marketing strategy by the way), email remains the most efficient marketing channel for nurturing leads, increasing customer loyalty, promoting your products/services and driving conversions.

    In fact, since the COVID-19 outbreak back in March 2020, consumers of different ages across the globe have rushed to digital channels to engage and keep up with brands. Can you guess which channel is #1? Email, of course, with 91% of consumers rating it as the top communication channel.

    There are many reasons why you should make email marketing a top priority (if you haven’t already). But, I’m going to give you the top 5

    We live in a digital age and yet, not everyone feels comfortable surfing the net. But, even the least digital-savvy person does know how to check their email. Hence, email opens the door to a wide range of audiences making it the most mainstream form of marketing communication.

    Email marketing is easily the most cost-effective form of marketing if you choose the right email marketing service, of course. EmailOut’s pricing, for example, fits any budget. Don’t get me started on the FreeForever plan where people with 2,5K contacts can send up to 12,5K emails per month for free, forever with full access to all features.

    You own your email list
    Your social media account can be disabled, suspended or deleted at any time for any reason without notice and take all your followers away. But, your email list is yours and nobody can take those leads/subscribers away from you when all else fails.

    Better conversion rates
    Email marketing has 40 times higher conversion rate compared to all other marketing channels. Furthermore, personalised email marketing generates a median ROI of over 120%. That’s huge!

    Easy to measure
    With the right ESP, you can easily track and measure what happens after you send your email campaign. Open and click-through rates, delivery and deliverability rates, bounce rate, unsubscribe rate – all crucial email marketing KPIs that give you a better understanding of what works, what needs tweaking or what needs to be removed from your email altogether.

    How-To: Email Marketing
    Email marketing is made up of different moving pieces. Yet, that does not necessarily mean it is complicated. Here’s a breakdown of the key email marketing components

    Growing Your Email List
    You can’t send your amazing email campaign if there’s no one to send it to. Even if you have an email list, email marketing will not work if you don’t have the right people on it.

    When marketers want to build or grow their email list most opt-in for a sign-up form on their website. Yet, hoping visitors will sign-up is not an effective email marketing strategy – you need a better plan on how to grow your email list. Cue, lead magnets.

    Lead magnets (or opt-in bribes, as I like to call them) are an amazing method of attracting people by offering them a compelling incentive. The best part: You can create lead magnets yourself at minimal or no cost since most of them are digital materials (i.e. PDFs, audio files, videos or infographics). In simple terms, you offer people something of value – and for free – in exchange for their email address.

    Popular lead magnet examples include –
    • ebooks
    • cheatsheets
    • whitepapers
    • case studies
    • webinars
    • free trials (or samples)
    • quizzes (or self-assessment)
    • coupons/vouchers
    The possibilities are endless. Nevertheless, there are five things you must consider if you want to craft highly effective lead magnets. They need to be –
    • easy to consume
    • actionable
    • relevant
    • offer value
    • immediately available
    Remember, waiting for people to come across your website organically and sign-up to your email list is not a sound email list building strategy.

    Rather focus on all available opportunities to obtain a person’s email address like –
    • pop-ups (OptinMonster is a great tool)
    • call-to-actions across your website
    • pitching your sign-up form on social media (you already have the follower-base, use it)
    • referral programs
    • an opt-in link in your email signature
    Can I Buy An Email List?
    As much as buying email lists might seem like the golden ticket to achieving a boost in your subscriber numbers, don’t be fooled. It is the kiss of death. It will do your business more harm than good.

    If you still think cutting corners by buying/renting an email list is the way to go, take a look at five reasons why this email list building practice is a huge no-no in email marketing –
    • unreliable quality of the email list
    • reputable ESPs will not allow you to send email campaigns to purchased/rented lists
    • people on purchased/rented email lists have no idea who you are
    • you will be marked as a spammer
    • you will be violating anti-spam laws
    Think about it… those people don’t know you and they have no reason to engage with your email and trust me, having unengaged subscribers is far worse than no subscribers at all.

    How Do I Get An Email List?
    When you build and maintain an email list compiled of engaged subscribers (who opted-in on purpose), you will see a boost in email marketing metrics and an increase in revenue.

    Although building a clean email list can take more time and work at first, there are a few email list building tactics that can help you along the way.

    Did you know that 36% of small businesses do not have a website? If you are not one of those businesses, you need a pop-up or two or three on your website. And don’t limit it to just one landing page. Instead, make sure to add sign-up pop-up forms strategically spread across your website and landing pages. Be mindful though. Too much of a good thing… can be a bad thing.

    Sign-up CTAs
    Why not take advantage of that small empty space at the end of your blog post by adding a simple, standard sign-up form? Yes, I am well aware that ‘white space’ gives a more polished and easily readable vibe. Still, why not utilise that to increase your subscriber numbers? If it creates too much clutter move the sign-up form to your website’s footer or sidebar.

    Social media
    If you already have a follower base on social media (i.e. Facebook, Twitter, Instagram, TikTok, LinkedIn, etc.), why not use those already established connections to build (or grow) your email list? I mean, people on social media follow you because, hopefully, they already like you. Thus, give them a chance to sign up for your email list with a simple pitch-post promoting your sign-up form.

    Email signature
    If you feel a bit pushy and desperate to promote your sign-up form on social media there is another way to build an email list. Since most of your business communications happen via email already, why not use this to your advantage and simply add a link to your sign-up landing page in your email signature.

    People who are already communicating with you on a 1-to-1 business basis are already engaged with your business so why not offer them the opportunity to receive your industry knowledge once a week, special offers, discount codes and flash sales too?

    You need to attract and engage website visitors to convert them into subscribers. Now and again conventional coupons, discounts and sales might not be enough to get the job done. In such cases, outside of the (in)box thinking is exactly what you need. Cue, gamification. It’s an interactive sign-up approach where visitors can have some fun before signing up for your email list.

    Offline collection
    Nowadays, email list building happens online (i.e. website, social media, etc.) and marketers have probably forgotten the ‘old days’ when collecting email addresses happened offline via gathering business cards and sign-up lists at business events. When implementing offline email list building, it is crucial to remember that you will have to enter the email addresses manually. Thus, there may be some typos or mistakes (no ‘@’ or .com for instance) or people might have completely forgotten they gave you their details.

    So, when you are setting up such an email list make sure it is either double opt-in (send them a confirmation email after the event) or use a ‘consent’ field in your email database that personalises your campaigns with “you gave us your email address at Business Expo’22″.

    Choosing An Email Marketing Service
    Before you can email anyone, you must get their permission and that’s where sign-up forms come into play. But, before I tell you how easy it is to create a sign-up form with the right software, you need to choose an email marketing service. But, how do you choose the right one?

    Whether you are just starting with email marketing or you are an email marketing genius, you need to choose an email marketing service that will offer the right range of features you need (not just the bare minimum) without breaking your bank.

    From the Butcher, the Baker, the Candlestick-maker to companies sending millions per day, the common marketing goal for all businesses/marketers is to acquire and retain customers, build strong long-term prosperous relationships and boost ROI whilst also delivering the perfect subscriber/customer experience through email marketing.

    With EmailOut, you will get much more than just the essential features and without spending a cent or a single of Her Majesty’s pennies –
    • Top-notch list management tools. Data cleaning, data segmentation, personalisation, unlimited custom fields – you get it all without having to upgrade your plan.
    • Gorgeous modern free responsive email templates. All email templates have drag-and-drop design elements users can easily change, replace or customise at any time. Additionally, you can import your HTML with just a few clicks.
    • Spam and design testing at no cost. The spam test will evaluate your campaign against 23 of the most important spam filters; and, the design test will show you a preview in 70+ different email clients and mobile devices.
    • Automation. Onboarding email sequences, triggered email campaigns, autoresponders, etc. – EmailOut allows you to do it all on any plan, even the free one.
    • Email tracking and marketing analytics. Measure and evaluate all the most important email marketing KPIs to track your email campaigns’ performance.
    • Tech support in <5 minutes
    Ready to give EmailOut a try? Give us a spin >>>

    How To Create A Sign-up Form That Converts?
    The purpose of a sign-up form is to collect essential data about your audience which will be added to a corresponding email list and, subsequently, used to craft highly targeted, personalised, relevant email campaigns.

    Sign-up form best practice
    • enticing headline – make sure your sign-up headline clearly describes the big benefit of signing up for your email list
    • catchy copy – your sign-up copy should be descriptive, clear and concise so the readers’ eyes can quickly scan it
    • attractive visuals (i.e. images, GIFs, etc.) – amazing visuals will help you boost conversions
    • simplicity – asking for too much information too soon can kill a conversion, keep it simple
    • compelling call-to-action – make sure your sign-up form’s CTA has contrasting colours that will help it stand out and do not use generic email copy
    With EmailOut, creating a sign-up form is a piece of cake. All you need to do is –
    • craft a title (headline)
    • choose a contact list
    • link to your privacy policy (a must!)
    • select the data fields (i.e. email address, first name, phone number, address, etc.)
    • copy and paste the HTML code on your website
    And voila, your sign-up form is ready to go!


    Email Campaign Marketing Checklist
    Is my ‘From’ email address recognisable? Is the subject line personalised and spell-checked? How about the email copy? Have I considered the pre-header? Are all the links working? Is the call-to-action clear, compelling and linked? Have I missed any typos or misspelt any words?

    Often email marketers spend so much time staring at an email campaign, they risk overlooking the small details. With an email campaign marketing checklist, you will have EVERYTHING you need to nail every email campaign, every single time.

    These are the 11 sections you must take into account when crafting an email campaign – The:
    • ‘From’ field
    • Subject line
    • Preheader
    • Body
      • brand voice
      • personalisation
      • data fields and fallbacks
      • email copy
      • headlines
      • call-to-actions (CTAs)
      • imagery
      • can’t read link?
    • Footer
    • Data
    • Tech
    • Test(s)
    • Buy-in
    • Timing
    • Analysis
    44 Things To Check Before Sending An Email >>>

    Email Design
    Do you want an email designed to look awesome and convert like crazy? You might be thinking “I’m not a designer, I’m a small business owner” but I promise, designing emails is easy and it can be super-fun once you’ve got an idea of what you are looking for.

    What are the essentials for designing an email campaign?
    The design of your email is one of the most important stages as it creates the visual identity and defines your brand’s personality. Therefore, before you rush off, consider the following email design essentials
    • email layout
    • branding
    • subject line, preheader and personalisation
    • memorable relevant email content
    • responsive design
    • impactful imagery and animation
    • white space
    • clear CTAs plus bulletproof buttons
    • web fonts and fallback options
    • links
    • spelling/ grammar
    • A/B testing
    • footer
    • compliance
    The best way to nail email design is to try things out and see what works. Does the button colour affect the click rate? Will a GIF inspire more click-throughs? Is the subject line prompting recipients to open your email campaign?

    If you want to figure out the answers to these questions and find out which email design works best, simply test it.

    Email Design Best Practice >>>

    Email Marketing Strategy Plan
    With some of the basics of email marketing out of the way, it’s time to focus on making a plan. For example, emails aimed at nurturing leads are quite different from emails focused on increasing engagement and conversions. Hence, each different type of email needs to be handled differently.

    When crafting an email marketing strategy, there are five essential questions you need to consider –
    • Who are your emails going to?
    • What is the reason for sending the email?
    • What type of email will you be sending?
    • How often will you be sending emails?
    • What will the email look like?
    Remember, having an email marketing strategy in place will allow you to lay out your email marketing processes ahead of time. Consequently, your email marketing team will know what they need to do and when to do it, thus ensuring synchronicity.

    Let’s take a look at 10 crucial guidelines every email marketer needs to consider when planning their email marketing strategy.

    Provide Great Content
    Email marketing
    is a “push” marketing method – directly contacting customers to generate repeat sales. Content marketing is a “pull” method – attracting new customers to increase first-time sales. Thus, email and content marketing are the ultimate marketing duo every email marketing strategy needs to be successful.

    Email Marketing and Content Marketing >>>

    Your email campaigns must have quality content that’s relevant and interesting to your target audience. After all, emails can’t exist without content, can they? When you write copy based on your subscribers’/customers’ persona and preferences, any email campaign you create becomes a powerful piece in your email marketing strategy.

    From the subject line and email copy to the call-to-action and sign off (footer), every single element of your email marketing campaign needs to be carefully written to inspire the recipient to take an action – i.e. conversion.

    Have you ever opened a marketing email and thought “Eh, why are they sending me this?” I know I have and that has made me less interested in opening the next email coming from the same sender. However, would you feel the same lack of interest if every email you get seems to have been specifically crafted for you focusing on your needs, interests, etc.?

    That’s the power of email list segmentation. It helps you target the right people at the right time with the right message making your target audience feel like you “get them”.

    What is email list segmentation? It is a targeting tactic that allows email marketers to divide their email list(s) into smaller groups (segments) based on specific criteria.

    The top 6 list segmentation types are –
    • demographic segmentation
    • geographic segmentation
    • B2B and B2C segmentation
    • content-specific segmentation
    • behavioural segmentation
    • influencer segmentation
    Why is segmentation important? Aside from the crucial role segmenting your email list(s) plays in personalisation, it will also help –
    • boost your open and click-through rates
    • decrease unsubscribe rates
    • improve your campaigns’ performance
    • maintain a robust email database
    Email List Segmentation Best Practice >>>

    Pro tip: Sign-up forms are the perfect and easiest way to collect information about your audience which you can later use to better segment your email list and deliver highly targeted email campaigns.

    Analyse Data
    The best email marketing decisions are data-driven. If you cannot analyse and see your campaigns’ performance and pinpoint the areas for improvement, it doesn’t matter how perfectly optimised your email campaign is or that you’ve implemented all known best practice. Thus, when compared to other marketing channels, email has proven to have one gargantuan advantage – it is fully trackable.

    Top 5 email marketing metrics (to monitor) –

    Open rate
    Across the board, open rates hover around 25% which is considered a good open rate but if you manage to get higher results you are certainly doing something right. Most ESPs automatically calculate this email marketing KPI for you. Yet, if you want to double-check the numbers, you can always use this formula-

    Email Open Rate = (Number of Emails Opened / Number of Emails Delivered) x 100
    Example: 13,200 opened emails / 42,000 emails delivered x 100 = 31.4%

    Conversion rate
    This email marketing metric is the one that matters most. But, don’t start seeing pound signs yet. You can calculate conversions by using this formula –

    Conversion Rate = (Number of Completed Actions/Number of Email Delivered) x 100
    Example: 550 completed actions / 10,000 emails delivered x 100 = 5.5%

    Click-through rate (CTR)
    Your click-through rate can be influenced by many things. Some businesses may see a 20-30% CTR for welcome emails or specific campaigns (i.e. downloading an ebook), others may see lower (or higher) rates. However, the average CTR is around 4%. This formula can help you calculate your click-through rate –

    CTR = (Number of Total Email Clicks/Number of Delivered Emails) x 100
    Example: 1,800 email clicks / 26,000 emails delivered x 100 = 6.9%

    Bounce rate
    What is a good bounce rate? The answer is quite obvious – as low as possible. Your bounce rate might not be directly linked to your goals but it’s a key metric to keep track of to ensure the health of your email list(s) and monitor any deliverability issues. This formula will help you calculate your bounce rate –

    Bounce Rate = (Total number of bounced emails/Total number of emails sent) x 100
    Example: 60 bounced emails / 12,000 emails sent x 100 = 0.5%

    Unsubscribe rate
    Depending on your emailing frequency, your unsubscribe rate will fluctuate. A healthy unsubscribe rate is around 0.2%. Anything above this average should be alarming and will require your immediate attention. Most ESPs automatically calculate this metric, but this formula will help you do it yourself –

    Unsubscribe Rate = (Total number of people who unsubscribed/ Total number of emails delivered) x 100
    Example: 35 people unsubscribed / 6,000 emails delivered x 100 = 0.58%

    Analysing your email marketing metrics is critical because they will give you very specific clues as to what works and what needs improvement.

    Avoiding Spam Filters
    Is your beautifully designed, carefully crafted email languishing in someone’s spam folder? It’s frustrating, I know. How to stop emails going to junk? By following a few effective steps –
    • scaling up sending volumes
    • being consistent
    • being honest
    • playing by ISPs rules
    • giving recipients a way out
    • segmenting your email list(s)
    • cleaning up your email list(s)
    • email authentication (i.e. SPF, DKIM, DMARC, etc.)
    • personalisation
    • whitelisting
    Why Is My Email Going To Spam >>>

    With EmailOut, spam testing your email campaign is extremely easy – just one click on the Spam Test button and voila, your email will be tested against 23 of the most popular spam filters


    To find out more about automation, inactive subscribers, re-engagement tactics, the perfect time to send emails and the email marketing laws you must comply with, click here.
  • How To Embed Video In Email: A Quick Guide Apr 28, 2021

    If a picture is worth a thousand words then… what’s a video worth?

    Video has been a fast-growing marketing trend for years and it shows no signs of slowing down. In fact, embedding video in email will help you increase open and conversion rates as well as brand awareness.

    “No other marketing medium can communicate as quickly and effectively as video.” –
    Neil Patel

    Nowadays, people are bombarded with tons of marketing emails – all of which closely resembling each other and lacking uniqueness. Yet, if planned and managed effectively, embedding video in email can be a powerful tool in your email marketing strategy.

    This article covers the following topics on embedding video in email:
    1. Why should you embed video in emails?
    2. 4 tips on how to embed video in email
    3. Email client support for video
    Ready to dive in?

    What is a video worth? According to James McQuivey, a video is worth 1.8 million words. Right now you are probably scratching your head thinking “how did he get such a ludicrous figure?” and I know it might seem random but the math checks out. All you have to do is consider all variables. Take a look –

    1 picture = 1,000 words
    Video = 30 frames per second
    1 second of video = 30,000 words
    A common video length = 60 seconds

    Formula: 30,000 words x 60 seconds = 1.8 million

    Pro tip: The rule of thumb is to keep videos under two minutes.

    The Benefits Of Embedding Video In Email

    Embedding video in email will make you stand out from the competition. It will give your email campaign uniqueness and the best possible opportunity to break through to your audience.

    Once you master how to embed video in email, you will be able to –
    • foster long-term loyal relationships with your subscribers/customers
    • significantly improve your email marketing KPIs
    • boost sales
    Still wondering why you should embed video in email? Maybe these stats will convince you –
    • 90% of consumers say videos (especially product videos) are vital to their purchase decision-making process
    • 60% of businesses use video as a marketing tool
    • 32% of brands use video in email to boost sales
    • 61% of marketers see video as “an essential and extremely important” part of their marketing strategy
    • 74% of marketers state video has a better ROI than static imagery
    • adding “video” to your email subject line will boost open rates by up to 19%
    • embedding video in email will increase click-through rates by over 64%
    • adding video in email will decrease unsubscribe rates by over 25%
    Are you ready to take advantage of video and make it do wonders for your email campaigns?

    How To Embed Video In Email

    While it is possible to embed a video directly into your email with HTML5, some email clients can’t handle – and do not support – videos embedded in email. Thus, email marketers might face a bit of a challenge. However, you CAN make the most of video in email without directly adding video to your email.

    Feeling lost? Don’t worry, I have a few tips & tricks that will help you add motion (and uniqueness) to your emails in no time.

    Static Images + Play Button
    Adding a play button ▶️ to a static image is the fastest – and easiest – way to incorporate “video” elements into your email campaign. All you need to do is link the image to where your video is hosted so your target audience can watch it.


    This approach is universally supported across email clients and as long as the images are not blocked, every single one of your recipients will have the same experience. If you are looking for an online tool to help you I can recommend fbutube.

    Pro tip: If you want the video to play the second the play button is clicked, add “?play” at the end of the video URL.

    In addition to adding a static play button to your images, you can also add an animated play button just like Harley Davidson did. Furthermore, the full circle around the play button on the first frame, ensures the image will look good on email clients that only support static images.


    Considering some email clients do not support embedded video in email, another easy workaround on how to embed video in email is to take advantage of the ever-popular GIFs.


    GIFs have good support across email clients, however, it’s worth noting that Outlook 2007/10/13 and Windows 10 do not support GIFs and will only display the first frame.

    If you prefer creating your own GIF instead of downloading generic ones from the internet, I recommend EZ GIF – a great online tool that also allows you to convert video to GIF for free.

    Pro tip: You can add a play button to your GIF to inspire more click-throughs.

    What is a cinemagraph?
    It is not quite a photo. Nor is it a video. But, it has an alluring quality that dazzles the readers the second they lay eyes on it. I won’t keep you in suspense. Cinemagraphs are the magical hybrid baby of photography and video. They have a subtle motion that plays in a short, never-ending loop while the rest of the image remains static. Basically, a cinemagraph is a video without the hassle.


    Cinemagraphs tell a story and capture the readers’ attention immediately the way static images (even those with a play button) cannot. The best part? They are easy to create and cost less than creating a whole video (even if it’s 1-2 min. long) AND have the same result!

    Pro tip: If you are not interested in mastering the art of creating cinemagraphs with animation software like Adobe After Effects or Photoshop, you can find an ocean of choices with Flixel.

    A Fallback: Faux Video
    Real video in email might not be supported by all email clients but that does not mean you have to give up on the idea of adding motion to your email campaigns. Cue, faux video.

    Feeling perplexed? Never heard of faux video? I’m here to help.

    Faux video mimics video-like movements with an interaction that makes your subscribers feel like they are playing the video in their inbox. There are various faux video tactics you can use. However, the most popular one is using CSS animation to re-create the effect of a video or GIF.


    Simply put, a faux video displays one static image frame after another so quickly it mimics movement. The tech behind it all is combining a comic strip of static images with background image and CSS keyframes and voila – motion.

    Adding a faux video to your email requires an advanced level of CSS and HTML knowledge. But, once mastered, it can help you really enhance the use of video in email.

    How to use CSS to set up faux video for your email campaign?

    The code below goes between the <head> and </head> tags at the top of your email.

    opacity: 0 !important;
    transition: 0.3s !important;
    .showvideo { transition: 0.3s !important; }

    Fax video is supported by the following email clients –
    • Gmail & Gmail app
    • Apple Mail
    • iOS Mail for iPhone & iPad
    • Samsung Mail
    • Outlook for Mac
    Email Client Support For Video

    Video in email maybe a hot, entertaining and engaging trend that drives better results but… not all email clients support it. However, the email clients that do support video represent over half of the market share.

    Email apps such as Apple Mail, Samsung Email and the native iOS client will allow recipients to play video within the email client itself. Other email clients like Gmail and Android devices will display a fallback image so make sure you always have a backup plan.

    To get a better idea of which email clients support video embedded in email, our dear friends at EmailOnAcid made a list –


    Pro tip: When embedding video in email, always, always have a fallback option that will show on unsupported email clients.

    Final Thoughts

    If you are a technical genius comfortable with CSS and HTML, embedding video in email will be a child’s play for you. But before you rush into coding, consider that most email clients do not support the option to play video directly in the inbox.

    Not so savvy with coding? Well, it’s a good thing you just wrapped up an article that gives you a few workarounds on how to embed video in email.

    Whether you decide to bust out some code, use static images with a play button, GIFs or cinemagraphs, adding motion to your email campaign(s) will add a WoW factor to your emails, boost your open, engagement and conversion rates, decrease unsubscribe rates and increase brand awareness.

    Are you ready to start experimenting with video in email?

    Highly recommended further reading –

    1) Writing Marketing Emails 101
    2) 27 Awesome Subject Line Ideas
    3) 10 ‘Must-send’ Marketing Emails
    4) Email Marketing Campaign Checklist (PDF version here)
    jane alom likes this.
  • Email Subject Lines Best Practice: A How-To Guide Apr 27, 2021

    We all have ‘unread’ emails in our inbox. How many do you have? 100? 200? Or, if you’re like me and on countless email lists – 441?

    We receive TONS of emails every single day. In 2020, over 306 billion emails were sent/received daily worldwide. By 2025, the number is expected to increase to over 376 billion. The chances YOUR email will be ignored are quite high unless you know how to craft the best email subject lines fitting all the different email campaigns you’ll send.

    “Email subject lines are like movie trailers. They give readers a preview of what’s waiting for them once they open your email.” – EmailOut

    Do you know that 47% of recipients open emails based on the subject line alone? How about the fact that 69% of recipients will report an email as SPAM solely based on the subject line? Your email subject lines are the first – and possibly last – impression you can make on your target audience. Hence, you need to make sure they are perfect.

    This article covers the following topics on email campaign subject lines:
    1. The connection between your subject line and preheader
    2. How powerful is a good email subject line?
    3. How to write the best email subject lines?
    4. Email subject lines best practice
    5. Email subject lines stats
    Let’s dive in.

    In many ways, email subject lines are even more important than the email copy. Why? Because your awesome email campaign is worthless if it never sees the light of day by being opened. That’s why it all starts with the subject line.

    The Email Subject Line & The Preheader

    We all know what an email subject line is but what about that line of text shown next to (or under) the subject line? That’s known as an email preheader. It’s completely different from the subject line but the two are joined at the hip. They work together to convince your target audience to open and engage with your email campaign.

    Be careful though. Your email subject line and preheader will be displayed differently depending on the device your recipients use to view their inbox. If you’ve neglected to ensure both elements make sense when put together, you may end up sending some peculiar, occasionally inappropriate but at times funny emails like Acme Toys and ZURB University.


    Your preheader’s purpose is to build on the subject line, not parrot it. Thus, being repetitive is frankly an ineffective and, to be honest, lazy technique. At the same time, you also need to be consistent. If your preheader goes off in a completely different direction to the subject line, your target audience will get confused and far less likely to open your email.

    There is, of course, also the option of forgoing the preheader in which case, some email clients will take the alt text of the first image in your email campaign and use it instead. If you go down that path, make sure you’ve crafted relevant, descriptive and clear alt text for every single image (not just the first one!) or you risk things getting weird.

    The Power Of A Good Email Subject Line

    Email inboxes are overrun with hundreds if not thousands of daily emails. Hence, making a great first impression with a catchy, clear and inspiring subject line is more important than ever. It can make all the difference between people engaging with your emails or sending them straight to the bin – or worse, marking them as spam.

    A great email subject line can have a powerful impact on your audience. From the words you choose and adding emojis (or not) to personalisation and funny puns, writing the best email subject lines is an art you need to master to achieve your email marketing objectives. Oh, and did I mention email subject lines are pretty much the biggest factor in whether or not people open your email?

    There are five essential ingredients you need to make your email subject lines powerful
    • Curiosity. Is your subject line interesting enough to make recipients wonder what the rest of the email has to say?
    • Urgency. Why should recipients open your email right now? What’s the hurry?
    • A tempting offer. What awesome rewards can recipients expect to find when they open your email?
    • Relevance. Is your subject line giving recipients the impression you are speaking directly to them?
    • Novelty. Is your subject line hinting recipients will learn something new, surprising and unusual if they open your email?
    You won’t be able to squeeze all of these things in an email subject line since the recommended length is only 50 characters nor should you try. After all, you need to keep things short and punchy.

    However, if you manage to add one or two of these ingredients to your email subject lines, you will see a significant improvement in open and engagement rates.

    Writing Email Subject Lines 101

    Have you ever had that sinking feeling of spending an entire day crafting the most amazing email campaign thinking you nailed everything, especially the subject line, only to check your reporting and see disappointingly low open rates?

    Depressing, I know but there’s no need to overstress because once you master the art of writing email subject lines, you’ll never have to see gloomy results again.

    Ready to find out how to nail writing email subject lines that convert like crazy?

    How many times have you seen the phrase “Act Now!” in infomercials and other digital marketing promo materials? As much as it inspires urgency and scarcity, I wouldn’t recommend using that exact language in your email subject lines.

    Yes, urgency in subject lines is important as it compels your audience to open and engage with your emails. But… it needs to be implemented creatively, strategically and sparingly. Otherwise, you might end up being known as “the brand that cried wolf”.

    Remember, urgency inspires action. So, try to limit such email subject lines to when the situation truly calls for immediate action.

    Email Subject Lines That Inspire URGENCY –
    • Uh-Oh! Looks like your subscription is expiring…
    • SALE Will End Tonight!
    • Grab Your Coupon Before it Expires!
    • 60% OFF all products until THIS weekend
    Humans are curious creatures. We don’t like leaving things unfinished or having gaps in our knowledge. So, leverage these feelings by leaving your email subject lines open-ended like cliffhangers in books. Trust me, your recipients will not be able to stop themselves from opening your email campaigns. But remember, your subject line must align with your brand and should not be too obscure or it’ll end up in the spam folder.

    CURIOSITY Inducing Email Subject Lines –
    • Don’t Open This Email!
    • Last Chance To See What This Email Is All About
    • 10 Bizzare Money Habits Making People Richer
    • Top Secrets of Email Marketing Influencers
    Ultimately, people love shiny new stuff and thrilling new experiences – especially if it all comes free or, at least, at an extremely discounted rate. You might not perceive yourself as greedy but tell me honestly – would you pass up a great offer or a gift (even if you don’t need the product right now)? I didn’t think so.

    Thus, why not mention your irresistible offer directly in the subject line? I’m much more engaged and willing to open emails when the subject lines hint at a sweet offer or “free stuff”.

    GREEDY Email Subject Lines –
    • 1 day only: 25% OFF on your next purchase
    • We can’t be wrong! Open and we’ll prove it.
    • Great news: Product Prices Just DROPPED
    • Hi [FirstName], Have you claimed your free trial?
    Did you know that personalised email subject lines boost open rates by 26%?

    Adding a recipient’s first name to your email subject line is a great way to personalise your email marketing. However, in this digital age, there are numerous ways to learn more about your target audience like their interests, preferences, likes and dislikes, occupation, age, location, etc. which you can later leverage when crafting your email subject lines, email copy and offers. Pretty much anything you can use to create a sense of familiarity and friendship, you should take advantage of and use.

    PERSONALISED Email Subject Lines –
    • Happy Birthday [FirstName] – Surprise Inside!
    • Crazy Invitation [FirstName], I am Going to Buy You Lunch…
    • [FirstName], Thank you for being a loyal member!
    • Hey [FirstName], it’s BUY 1 GET 1 FREE week for your fav items!
    Your target audience has tons of emails to filter through. So, make sure YOURS gets to the point quickly from the get-go – i.e. the subject line.

    Think about this… most of the time, when people sign up to your email list they do so because they want to be kept informed or, at the very least, learn something beneficial. In either case, just craft email subject lines that include relevant, trending topics. By doing so, you will –
    • establish your business as an authority within your industry
    • improve open and engagement rates
    • compel recipients to share your awesomeness and knowledge with others
    Remember, the best email subject lines make a promise and then deliver on that promise. Your email copy must deliver on the subject line promise too or you risk the complaint rate going through the roof.

    Email Subject Lines That Incorporate RELEVANCE –
    • Learn a New Skill in Just 15 Minutes Per Day
    • [FirstName], check out these top 5 time-saving tips
    • Psst, [FirstName]! Steal these email template ideas…
    • Hey [FirstName], I bet you don’t know this profit-boosting trick…
    Email Subject Lines Best Practice

    A successful email campaign starts with a great attention-grabbing subject line that is personalised, descriptive and gives your target audience a reason to open your email. But, how can you make sure YOU will achieve such email marketing success?

    Hint: implementing email subject lines best practice.

    Keep it Sweet and Concise
    On desktop, you can see 60 characters (sometimes even more) of an email’s subject line, while mobile devices will reveal 25 to 30 characters. You must ensure that your subject line is neither too short (one word) nor too long with such limited space. Otherwise, you risk changing the message in ways that are either distracting and confusing or embarrassing and, sometimes, even funny.


    According to email marketing gurus, the recommended subject line length is no more than 50 characters. If you are having trouble keeping your email subject lines short, sweet and on-point, you should carefully consider which words matter less and which matter more. For example, if you’re sending an order confirmation email which email subject line looks better –
    • “Your order is being processed”
    • “Order #5687H42K3695N is being processed”
    Hint: the one without number/letter gibberish.

    Familiar ‘From’ Field
    Who is the email coming from? Your company? Yourself? Your pet ferret?

    When setting your ‘From’ field (a.k.a sender name/email address) make it as human as possible. Why? People are more inclined to open emails coming from an actual person rather than a brand. Yet, since they’ve signed up for your mailing list, your brand name popping in their inbox should be both expected and welcomed.

    If your sender name or email address is not recognisable or familiar to the recipient, it doesn’t matter what your subject line is because they’ll just ignore and delete it or, worse, mark it as spam. However, these ‘From’ field guidelines will help ensure neither happens –
    • Newsletter – your company name
    • Sales emails – a sales rep or account manager’s name
    • Company updates/news – either the CMO or CEO (if known/recognised)
    Avoid The “No-reply”
    Considering the number of spam emails people receive daily, it comes as no surprise most hesitate to open emails from unfamiliar senders. Moreover, even fewer like talking to a robot.

    Think about this… when you call a business and instead of reaching an actual person you have to listen to a long automated system, it’s frustrating. The same goes for “no-reply” emails.

    Are you sending from a [email protected] or [email protected] address? Trust me when I say this, no one is looking forward to receiving emails from their ‘good friend’ Do Not Reply.

    Using such a sender email address is not only uninviting and less personable but also very unwelcoming and prevents people from adding you to their address book. Don’t be surprised if your open rates suffer if you opt for using such a sender address. In fact, 64% of recipients open an email based entirely on the sender’s name.

    To avoid an accelerated drop in open rates, make sure to always send emails from an email address your subscribers are familiar with and to which they can reply if needed. If your email fails to allow the recipient to reply or ask questions, the possibility of them abandoning you and looking for a more personalised experience with a competitor will be very high.

    Use Personalisation
    Personalisation is key when writing email subject lines. Remember? I told you about it earlier.

    Using a recipient’s first name or location (or any other relevant personal information) to personalise your email subject lines will add a sense of rapport and boost your open, engagement and click-through rates.

    As marketing extraordinaire Seth Godin says: “People don’t want email. They want me-mail.”

    In other words, getting a non-personalised email is about as exciting as receiving a “Dear Occupant” letter back in the snail mail era.

    A personalised touch here and there shows you know more about your recipients than just their email address. Just make sure you don’t go overboard with the personalisation or you might come across as a bit creepy and intrusive.

    If you can’t or don’t want to use personalisation in your email subject lines (which I highly recommend you DO!), substitute it with “you” or “yours” so it still sounds like you are addressing the recipient directly.

    Segment Your Email List(s)
    Your email database is the most valuable element of your email marketing strategy. Your subscribers’ interests, goals and needs differ. Thus, you can’t send all of them the same email.

    What is email list segmentation? A targeting method used to divide an email list into smaller groups (segments) based on specific criteria. Usually, email segmentation is used as a personalisation approach to deliver more relevant and valuable email campaigns to your subscribers. Each segmented email list will help you cater to your subscribers’ independent needs/interests instead of crafting and sending one generic email campaign to all.

    Email List Segmentation Best Practice >>>

    Why is segmenting your email list(s) important? It helps you to craft highly targeted email subject lines (as well as campaigns) specific to your leads/subscribers/customers. Ah, it’s also proven that email list segmentation will boost your open and click-through rates and decrease unsubscribe rates.

    Avoid False Promises
    Your subject line makes a promise to your recipients. Thus, make sure you will make good on that commitment and DO NOT trick them into opening your email by making false promises.

    If you trick your audience, the possibility of them getting frustrated and never trusting your email subject lines will result in a significant drop in open rates and a notable increase in unsubscribe rates. Not to mention, you will risk having all future email campaigns being marked as spam and damaging your sender reputation.

    Reveal What’s Inside
    Subscribers signed up to your mailing list for a reason and they have a clear idea of what to expect when they see your email popping into their inbox.

    For example, if someone opts-in for getting your latest ebook on “Email Personalisation” and you are delivering it via email, it’s a magnificent idea to tell me what’s inside your email with a subject line like “Your ebook awaits!”.

    A subject line that makes it clear what you can expect to find or is waiting for you inside an email works much better than a simple mundane “Thank You!”, wouldn’t you agree?

    Timing Is Everything
    Sending the right email to the right person at the right time with the right subject line can make all the difference between recipients opening or deleting your email.

    A perfect example for timing your email right is the classic reminder email with an “Uh-Oh, your subscription is about to expire” subject line sent at least a week (or two) before the recipient’s subscription expiry date. Or, a lifestyle business’s “The Best Wine Bars Close To Your Office” email on Friday just in time for drinks with colleagues and happy hour.

    Best Time To Send Emails >>>

    When determining the perfect timing for your email campaigns remember to be consistent. If your subscribers are used to seeing your emails in their inbox on Tuesday @ 11 a.m. with a cup of tea or Saturday @ 7 p.m. with a glass of wine, you don’t want to disappoint them – do you?

    Make Your Audience Feel Special
    The psychology of exclusivity is a powerful thing.

    When you make people feel special and part of a community, it creates a sense of belonging that inspires loyalty and compels people to open your emails.

    Highly personalised email subject lines will make your recipients feel special precisely because of their tailored nature which, in turn, invokes a sense of consumer empowerment driving people towards the Holy Grail – a conversion.

    Think carefully about your subject line words/phrases. The right ones like “My Gift To You” or “Private Invite!” can do wonders to your email marketing metrics. But the wrong ones like “FREE TRIAL! Unlimited access. No $$$!” can lock your email in spam jail.

    Ask A Compelling Question
    Asking a question directly in your email subject line
    will draw the recipients’ attention. Especially, if the question is relevant to their needs/interests/preferences. For example, why not try email subject lines such as –
    • “What are our customers saying?”
    • “Is your website doing something wrong?”
    • “How to increase your profits?”
    • “Are you happy with your current email marketing software?”
    The possibilities of posing a compelling question in your subject line are endless – as long as you know your audience well enough to target them the right way with the right content.

    Be Punny & Funny
    People love a good pun and they love to laugh. However, puns are a delicate art but… a pun that is good, or so bad that it’s good, will help you stand out in the cluttered subscribers’ inbox.

    If you combine both in your email subject lines you will delight your target audience and spice up your email campaigns.

    Take a look at three brilliant punny email subject lines
    • JetBlue (airline) – “Land wander-ful low fares!”
    • Quirky (invention platform) – “Abra-cord-abra! Yep, we said it.”
    • Sephora (personal care & beauty products) – “We’re bringing sets-y back”
    Have you ever read a subject line that tickled your funny bone but never opened the email? Using humour in email subject lines requires a pinch of creativity, a lot of thought and a cool sense of humour.

    Take a look at five funny email subject lines recipients won’t be able to resist –
    • Open Table (REST-reservation service) – “Licking your phone never tasted so good!”
    • UncommonGoods (online retailer) – “As You Wish” (a reference to The Princess Bride)
    • Thrillist (online media website) – ”Try To Avoid These 27 People On New Year’s Eve”
    • The Hustle (business & tech news) – “Look what you did, you little jerk…” (Home Alone)
    • My personal favourite“3 bizarre steps to being better at your job”
    DON’T USE CAPS or Overuse !!!
    How would you feel if people START YELLING AT YOU? Frustrated? Annoyed?

    If you don’t scream at people in real life neither should you in email. For instance, email subject lines like “OPEN NOW TO CLAIM YOUR FREE TRIAL” or “ACT NOW OR YOU’LL MISS OUT” are not going to get your emails opened. Instead, any emails with ALL CAPS subject lines will either be ignored or deleted or, worse, marked as spam.

    How do you feel about exclamation marks (!)? Would you be interested in an email with a subject line like this – “60% OFF today only!!!!!!”?

    Usually, the purpose of exclamation marks is not to convey excitement and get subscribers jumping up and down but rather to emphasise the exclusivity of a particular email. In fact, according to stats, 70% of businesses that use exclamation marks in their email subject lines witness a 10-20% increase in open rates. Therefore, exclamation marks do work and should be used as a part of a healthy email subject line strategy. Make sure you won’t overdo it though.

    Ultimately, instead of using disruptive email subject line tactics like ALL CAPS and !!!!!!!, which rub people the wrong way, make sure your email subject lines will stand out in recipients’ inboxes by using personalisation, relevancy, catchy and funny language, and proper keywords.

    Subject Line Keywords
    There have been studies upon studies where marketers have tried to analyse the effectiveness of incorporating specific keywords in email subject lines. However, what works for some might not necessarily work for others.

    Therefore, the best way to determine YOUR perfect email subject line keywords is to try different ones, monitor your reporting to establish the winner(s) and then use said winner(s) when crafting your subject line AND email copy to increase open and engagement rates.

    Let’s take a look at some of the top email subject line keywords (based on expert’s findings) –
    • “upgrade”
    • “content”
    • “promotional”
    • “congratulations”
    • “forecast”
    • “voluntary”
    • “monthly”
    • “free”
    • “free delivery”
    • “available”
    • “thank you”
    • numbers (i.e. 55 ideas, 5-step guide)
    • “order today”
    • “introducing”
    • “celebrate”
    • “buy”
    • “latest”
    • “special”
    • “great deals”
    • “sale now”
    Riddle me this… you have a reputable IP, near-perfect sender score, on-point subject line and both a physical address and unsubscribe link, why then is your email campaign still ending up in the spam folder? Hint: spam trigger words.

    Most (if not all) email clients (i.e. Gmail, Yahoo!, Outlook, etc.) have spam filtering algorithms that are triggered when certain spam words either in the subject line or the email copy are detected. Hence, it’s crucial to know which specific words/phrases to avoid to prevent your emails from ending in the spam/junk folder.

    Most common spam trigger words/phrases (per category)
    • financial (business)credit card offers, no investment, no credit check, no hidden costs, a full refund, explode your business
    • general chance, here, leave, amazing, cancel at any time, click here, congratulations, for only ($) (£), free, guaranteed, great offer
    • marketing click, click to remove, email harvest, increase sales, month trial offer, not spam, click below, direct email, removal instructions, increase traffic, mass email, opt-in, sale, this isn’t junk, we hate spam, visit our website
    • numbers 4U, billion dollars (or pounds), 50% off, join millions, one hundred percent guaranteed
    • offers financial freedom, important information regarding, no claim forms, no obligation, no gimmick, confidentiality on all orders, giving away, no catch
    • call-to-actionget, print out and tax, give it away, see for yourself, sign up free today
    • free pretty much any phrase containing the word ‘free’
    • sense of urgency call free, do it today, apply online, don’t hesitate, great offer, order now, now only, offer expires, new customers only, get started now, call now, order today, special promotion, time-limited, urgent, take action now
    Notice anything? For example, urgency being key when writing email subject lines and numbers being in the top keywords BUT both present in the commonly used spam trigger words list.

    Test, Test, Test
    All the tips, tricks and best practice I gave you are a great place to start. However, one important thing bears repeating – what works for some brands might not work as well for others. No need to panic though, that’s where A/B testing (a.k.a split testing) comes into play.

    Think about this: Two roads diverged in a wood and you… let’s face it, you didn’t take the path less travelled. Instead, you pondered for waaay too long over which one would get you there faster and with fewer hiccups. Then, you spent the whole journey agonising over whether you’d made the right choice.

    You face the exact same dilemma when crafting email subject lines. You start thinking “should I run with this subject line or that one?” and, of course, the second you’ve committed to one and unleashed your email campaign on your target audience, you start obsessively refreshing your reporting worrying that the other subject line would have gotten a better response.

    The solution. As tempting as it may be to use your intuition to predict which subject line will make people open your emails, it is not a viable subject line strategy. To figure which version of your subject line (A or B) would perform better, without committing to either, you need A/B testing. A small portion of your email list will receive the two set up versions – half will see Version A and half will see Version B. Afterwards, your email marketing software will swiftly track the performance of both emails and “tell” you which version saw the most success.

    The more you test your email subject lines, the more you’ll come to know about your subscribers/customers and their interest/preferences.

    Email Subject Lines Stats

    If I haven’t already convinced you how crucial email subject lines are for the success of your email marketing, maybe these statistics will finally drive the point home –
    • personalised email subject lines get a 26% boost in open rates
    • 82% of marketers send emails with no more than 60 characters in the subject line
    • words like “free”, “per cent off”, “help” and “reminder” in subject lines negatively impact open rates
    • adding the recipient’s first name to a subject line boosts open rates by over 18%
    • email subject lines with interactive content get 70% higher conversion rates
    • 45% of subscribers state they are likely to read an email because of who it’s from
    Final Thoughts

    It often takes us milliseconds to glance at a subject line and decide whether or not to open or ignore or delete an email. To ensure your email subject lines will be perfect and compel your target audience to take action they have to –
    • provide value instead of misleading the recipient
    • be short, sweet and to-the-point – the recommended length for a subject line is no more than 50 characters
    • be focused on the topic and avoid any fluff or filler words
    • sound professional
    • be personalised
    • avoid YELLING at the recipient.
    Don’t forget that email subject lines are a vital element of the email headers which is the first thing spam email filters look at before popping your epic email into your recipient’s inbox. Therefore, be careful with –
    • ALL CAPS
    • overuse of exclamation (!) and question (?) marks
    • spam trigger words
    • lack of personalisation
    • overuse of words such as FREE, sale, special offer and the like
    Ready to write the best email subject lines that will get your emails the attention they deserve?

    Highly recommended further reading –

    1) Writing Marketing Emails 101
    2) 27 Awesome Subject Line Ideas
    3) Common Email Subject Line Mistakes
    4) Email Marketing Campaign Checklist (PDF version here)
  • Email Industry News: The FBI’s MES Operation & The State Of CCPA Apr 21, 2021

    Why is the FBI accessing computers all over the U.S.? What’s the state of the CCPA over a year after it took effect?

    “If you spend more on your coffee than on securing your email communications, you’ll be hacked.” – EmailOut

    In this article, we’ll cover the following email industry news:
    1. The FBI deleting Microsoft Exchange hacks
    2. [Report] 2021 Consumers Privacy: The State of CCPA
    Let’s dive in.

    The FBI’s Solution To The Microsoft Exchange Hack

    Not updating your Microsoft Exchange email servers? The FBI will do it for you.

    The U.S. DOJ announced a Houston court has authorised the FBI to access hundreds of computers across the U.S. to “copy and remove” backdoors from hundreds of Microsoft Exchange email servers after hackers exploited four zero-day vulnerabilities to attack the email servers of tens of thousands of businesses and local governments.

    Microsoft released patches to fix the previously undiscovered vulnerabilities and the number of infected servers dropped significantly. However, even applied, the patches did not close the backdoors to the Microsoft Exchange Servers (MES) that had already been breached.

    According to the Department of Justice announcement –

    “The FBI conducted the removal by issuing a command through the web shell to the server, which was designed to cause the server to delete only the web shell (identified by its unique file path). The operation only removed the backdoors but did not patch the vulnerabilities initially exploited by cyber attackers or remove any malware left behind.”

    This is the first known case of the FBI effectively cleaning up private networks following a cyberattack. But the whole operation also raises concerns about the FBI’s jurisdiction when dealing with cyberattacks against the U.S.

    The State Of CCPA

    The California Consumer Privacy Act (CCPA) went into effect on January 1, 2020, giving Cali consumers the right to take more control over their data for the first time. Though the legislation is just over a year old, millions of Californian consumers have already exercised their CCPA rights.

    DataGrail analysed data subject requests (DSRs) processed through 2020 and the results were presented in a powerful report – 2021 Consumer Privacy Report: The State of CCPA.

    Report Summary
    • consumers are less interested in gaining access to their data than preventing its sale to third parties
    • B2C businesses received approximately 137 DSRs per million identities in 2020
    • 46% of consumers are most likely to opt-out of their data being sold to a 3rd party by submitting do-not-sell (DNS) requests
    • over 46% of DSRs go unverified meaning the requester didn’t prove their identity
    • manually processing requests may incur costs around $190K per million identities
    To find more details about what to expect from the CCPA and other privacy laws, download the full 2021 Consumer Privacy Report: The State of CCPA.

    Final Thoughts

    Do you have any suggestions or ideas about which email industry news topics you’d like us to look out for in the future? Write your requests below. We’ll keep an eye out (or two) so you don’t have to – and all for FREE, of course.

    EmailOut offers the most generous freemium email marketing software product for professional micro-businesses and SMEs across the globe coupled with the very best rates for large volume corporate senders. Take a look now.
  • 8 Ways To Repurpose Content For Email Marketing Apr 20, 2021

    Writer’s block. Content dead-end. It happens to all of us. You want to get an email out as soon as possible but despite intense brainstorming the content well is dry.

    Chances are you already have a solution to such a predicament right at your fingertips, you just need a little imagination, outside the (in)box thinking and a dash of creativity. Have you considered repurposing your content?

    “Content marketing is really like a first date. If all you do is talk about yourself, there won’t be a second date.” – David Beebe

    Blog posts, social media, ebooks, webinars, user-generated content (UGC), infographics, and the like are the perfect starting point. By taking the core concepts of already existing content and transforming it into something new and fresh you are maximising a valuable resource. Yet, according to stats, only about 30% of marketers systematically repurpose content for email marketing.

    This article covers the following topics on repurposing content for email marketing:

    1. The purpose of repurposing
    2. Content repurposing workflow
    • Segmentation and automation
    3. Content repurposing tactics
    • Repurpose content with visual user-generated content
    • Repurpose video content
    • Turning webinars into video tutorials
    • Repurposing content from social media
    • Crafting and promoting an ebook
    • Repurposing blog content
    • Converting blog posts into courses and tutorials
    • Amplifying the popularity of popular content
    Ready to dive in?

    Email is a “push” marketing method – directly contacting customers to generate repeat engagement and sales. Content marketing is a “pull” method – attracting new customers to increase first-time sales and build stronger relationships with your audience. Combined, they are the ultimate marketing dynamic duo – just like Han Solo and Chewie, Harley Quinn and The Joker, and Batman and Robin.

    Repurposing content for email marketing is one of the best and most effective ways of meeting your marketing goals. But, are you leveraging the power of email marketing to repurpose content and expand your marketing opportunities?

    What Is The Purpose Of Repurposing?

    When you are already juggling several different tasks, generating new content ideas for your email campaigns can be quite challenging. This is where repurposing content marketing comes into play and becomes your new best friend.

    Repurposing content for email marketing has four major benefits
    • Timesaving: We all know creating quality content requires a lot of time. However, by diving into your content archives and drawing from past blog and social media posts, videos, guides, infographics, and the like, repurposing content for email marketing saves you valuable time.
    • Reaching new audiences: Some people love “inhaling” content by reading blog posts. Some prefer watching videos. Others will go for podcasts over ebooks. If you’re only publishing one or two types of content, you’re neglecting an entire group of potential customers. Yet, by repurposing content, you will create more marketing opportunities to reach, appeal to and engage with different audiences.
    • Dusting off old tales: We all have that one favourite book at the back of our bookshelf we like to re-read time and again. Well, repurposing content for email marketing follows the same concept. It puts old (but gold) content front and centre for the recipient to enjoy.
    • Get the full benefit from your content: Since you’ve put an immense amount of effort into crafting amazing content you expect smashing performance metrics. But, what if lady luck is on a break and somehow, people failed to notice your marvellous blog post, or infographic, or ebook? A content repurposing strategy will ensure your audience (who initially missed your epic publication) will have a second chance to see, enjoy and love it.
    Content Repurposing Workflow

    You’ve decided to repurpose content for email marketing but… where should you start?

    Here are five steps every content repurposing workflow should follow –

    Defining a purpose

    A successful and effective strategy needs clear goals. Thus, ask yourself Why am I repurposing content? What do I want to achieve – i.e. newsletter subscriptions, sales, etc.?” Hint: your answer should not be “because EmailOut said I should.” Additionally, make sure you know the difference between revamping and repurposing content. The first requires minor tweak and twists of existing content; the latter – changing the entire intent and completely transforming it.

    Targeting the right audience

    In email marketing, your target audience should be in different segments (i.e. subscribers, leads, prospects, customers), which goal and segment you are retargeting will lead you in the direction of which content to select to repurpose. For example, if your email campaign’s goal is to generate more sales, the content you will repurpose will be case studies, customer stories, and the like. Then, you will target your prospects/leads segment rather than a blog to subscribers/customers.

    Email list segmentation and targeting the right segment with the right content at the right time can significantly increase your email campaign’s performance. Segmented email campaigns generate –
    • over 14% higher open rates compared to non-segmented email campaigns;
    • over 100% more clicks; and,
    • nearly 10% lower unsubscribe rates.
    Auditing existing content

    The content you will repurpose needs to match your goals AND the segment it will be aimed at. Do you want to reach and engage with a specific audience to increase subscriptions? Or, do you want to sell more of a particular product/service?

    The first place to start looking for content worthy of repurposing is in your past content publications. Audit your content archive to find –
    • your evergreen content; and,
    • most popular posts.
    Dive into Google Analytics to figure out which piece(s) of content resonated the most with your audience and generated the most traffic. Narrow down the top-performing posts. Those are the ones you need to give a brand new, fresh, more polished look.

    Pro tip: The best content to repurpose will be the one that provides a gateway to achieving your planned goals.


    Have you considered an autoresponder sequence to promote repurposed content?

    Putting an autoresponder together may seem like a daunting task. But, with the right email marketing software, it’s as simple as 1,2,3. (Remember, at this stage, you should already have repurposed the content you will be promoting.)

    Example: You can transform the raw insights from a recent case study into an epic blog post (incl. relevant charts, graphs) and use email marketing to promote your findings, pique your audiences’ interest, inspire them to take action and, ultimately, make a purchase.

    Monitoring KPIs

    To determine the success of your content repurposing strategy, you need to monitor your email marketing KPIs. Metrics like open, click-through and conversion rates will paint a clear picture of what in your campaign resonated most with recipients and then you can take a step back, review your existing content and repurpose it to improve your performance.

    8 Ways To Repurpose Content

    Do you know the one similarity between all the different ways to repurpose existing content?

    Answer: adding value to the original.

    Interesting story: Back in 2012, Karl Kissner (Toledo, OH) found a dusty old box of baseball cards in his attic in near-mint condition. When evaluated, the set happened to include Hall of Famers like Ty Cobb and Cy Young and was valued at over $3 million. Not a bad outcome for a day in the attic! (

    The moral of the story: Old cards, new money. Repurposing your content for email marketing may not snag you $3 million but it’ll certainly boost your performance metrics and ROI.

    Visual User-Generated Content

    Did you know that apart from customer reviews visual user-generated content (UGC) is becoming a crucial influencing factor in consumers’ purchasing decisions?

    User-generated content may be very similar to word-of-mouth marketing but it has one crucial element the latter lacks – visualisation.

    Showing your target audience how real people handle your products or services and the benefits they get awards a sense of authenticity and realness to your brand’s online presence. Hence, incorporating user-generated content into email marketing is a sure way to generate more interest and higher engagement from your audience.

    Pro tip: Always ask customers for permission to use their content in your email.

    The benefits of user-generated content –
    • better engagement rates
    • higher click-through rates
    • customer reassurance
    • low-cost promotion method
    • builds trust with your target audience
    Video Content Intro Blog Posts (and vice versa)

    Did you know 92% of marketers believe video is a vital part of their email marketing strategy?

    If a picture is worth a thousand words then… what is a video worth?

    From product service promos to “how to” and tutorial videos, this particular type of content works wonders for brands because it captures the audiences’ attention and keeps them engaged.

    You’ve certainly created a video or two on a relevant (and popular) topic. Why not leverage it in your email marketing by repurposing it?

    EmailOut, for example, has done a brilliant job of repurposing its Video Marketing into a digestible entertaining video and, subsequently, promoting it via their fortnightly newsletter.

    Hint: Always included “video” in the subject line. It will pique your recipients’ attention and generate higher open rates.

    The impact of video on email marketing KPIs –
    • nearly 20% increase in open rates
    • over 250% boost in click-through rates
    • 26% decrease in unsubscribe rates
    Pro tip: If HTML coding sounds like an alien phrase to you then embedding video into your email can be quite a tricky task. If it doesn’t, you have nothing to worry about. However, before you go and start repurposing video for email marketing remember that not all email clients support playing video directly in the inbox.

    Turning Webinars Into A Video Or A Blog Post

    You just pulled off an epic live webinar. Your attendees were engaged and you are feeling amazing. Now what? Do you archive the webinar and move on?

    Usually, webinars are –
    • scheduled for specific times/dates
    • live events
    • split up into digestible sections and topics
    Yet, what if someone registered and couldn’t make it? Or, wanted to register but the time/date didn’t fit their schedule?

    Regardless of the situation, you can still make it work and extend the life of valuable content. How? By repurposing the webinar and turning it into a video or a blog post and using email campaigns to promote it.

    Since webinars are filmed events, converting them into a video (or a few smaller ones) will be easy to achieve. Alternatively, you can take some screenshots and create a dedicated blog post with bite-sized essential information.

    By utilising either approach, you will ensure your webinars will never go to waste. Email marketing can help you create more opportunities such as –
    • follow up with absentees – promote the repurposed webinar’s content and include links to additional relevant resources
    • provide answers to questions that were not addressed during the webinar
    • promote future webinars and offer access to scheduled future events or past content
    Pro tip: Tools such as Webinarjam and Demio are perfect for setting up webinars and recording them for future use.

    Social Media Content

    Social media posts are a well of content ideas you can leverage in email marketing. Therefore, you can save time and get the most out of your marketing efforts if you repurpose social media content and use it in your email campaigns. Here are some ideas –

    Best social media posts recap

    Identify your best performing posts on social media – i.e. Facebook, Twitter, Instagram, Pinterest and LinkedIn. Since they are what your audience likes, shares, re-posts and interacts with, it’s a pretty good bet that turning them into a roundup email and sending it to your email subscribers will be appreciated as well. Depending on the frequency at which you post, you can create a new roundup email each week or month.

    Social tips into lists

    All those wonderful tips and tricks you’ve shared through social media mustn’t be allowed to wither. Especially considering the time and effort you’ve put into creating an epic selection your audience can use for problem-solving and achieving goals. Hence, convert your most favourite (and popular) tips from social media into a list (bullet point or any other format) and create an email blast your subscribers will appreciate.

    Social media visuals

    Images are an essential element in a marketing strategy. According to marketing experts, people tend to like, share and repost images more than text-only content. Thus, use your social media analytics to determine the best performing visuals on your social media accounts and repurpose them for your email marketing campaigns. Use them as newsletter headers, email section dividers or to reiterate the email copy.

    Example. If you are a hair salon, you can take the top-performing and most interesting social media visuals of satisfied customers rocking their new hair-do and turn them into a promo email – “Which hairstyle would suit you best?”

    Social testimonials

    Fostering trust with your target audience is crucial for your business growth and success. Social proof (a.k.a social testimonials) will make it easy to list all the perks and benefits of your products/services without coming across as overly promotional.

    People trust other people’s opinion and recommendations. As such, you can repurpose your social testimonials and use them in your email campaigns to emphasise everything amazing, useful and thrilling about your brand’s products/services.


    A brilliant repurposing content technique is recycling content (i.e. blog posts, video tutorials, social media posts, etc.), putting it together into one epic, amazingly-designed and coherent story, an ebook, and promoting it through email marketing.

    Your ebook’s chapter titles, summaries and visuals can be a valuable asset in your email marketing strategy. With that in mind, don’t limit yourself to just one email campaign to promote your smashing ebook. Instead, create an email series with teasers and little samples of your new content and make sure to target the relevant segments.

    For example, break your ebook into logical segments and use autoresponders to deliver each section at specific intervals along with your initial message and call-to-action.

    Pro tip: Whichever ebook element (i.e. title, summary, visuals, etc.) you decide to use in your email, make sure each call-to-action in your email body is linked to a dedicated landing page.

    Aside from delivering great content to your existing audience, ebooks can help you grow your email list. How? By offering your leads/prospects a free copy on your website via a sign-up form in exchange for their subscription. It’s not a bribe or blackmail. It’s called an incentive.

    Additionally, if you already have a few ebooks under your belt, you can repurpose them by creating individual blog posts for each chapter and promoting the new, fresh content through email campaigns.

    Old Blog Content Into New Content

    You have written hundreds (or thousands) of blog posts. Unfortunately, only a small audience has seen them, then, they got disregarded into a blog-post graveyard. This is a colossal failure.

    It makes no sense to spend hours upon hours on research and, possibly, hundreds of pounds creating new content and then letting it die once it rolls off your front page. Rather than making such a mistake that will certainly slash your ROI, why not think about repurposing your blog content?

    Riddle me this, what is more valuable – a new blog post or an old one?

    The answer: an old blog post.

    Why? Simple. It has matured over time. Remember, the value of a blog post is not in the thousands of visitors you get right now. It’s the tens of thousands you get over time.

    Pro tip: Google Analytics is your best friend. Use it to analyse your blog posts’ performance and repurpose your top-performing posts.

    The same way TV networks make spin-off series from older shows (i.e. Frasier from Cheers), you can make blog post spin-offs from your content too.

    For example, do you think an Email Marketing Trends 2015 post will be useful to promote in email campaigns in 2021/22? No? You’d be right. What about if the content is repurposed to create a new, fresh, better blog post – Email Marketing Trends 2021? Would it be useful then? The answer: Yes!

    Three ways you can repurpose old blog content –
    • publish an updatethis is what we talked about last year and this is how it’s changed
    • refresh an old case studytake an old blog post topic, gather relevant insights and visuals, and highlight everything you do differently now
    • write a rounduptake an old article and do a quick Q&A session with industry experts then publish all the answers in a new post with a link to your old one
    Transforming Blog Posts Into Guides

    You’ve got tons of blog posts on all sorts of topics. Why not repurpose them and create a smashing guide which you can then promote through a series of email campaigns (a.k.a drip campaigns). Or, send just one campaign, up to you.

    For example, you have quite a few blog posts about email subject lines – what works, what doesn’t, what to avoid, best practice, examples, stats, etc. Take all that information and turn it into “The Complete Guide On Email Subject Lines” which will immortalise your content AND can be used in your email marketing at any time.

    Hint: This content repurposing strategy also helps you create evergreen content.

    Pro tip: Take into account the “age” of the blog posts you’ll be converting. You might want to give them a polish so they can shine even more (especially if there are any stats involved!).

    Popularisation Of Your Most Popular Content

    Do you think all your audience knows about your most popular and useful content?

    From blog and social media posts to video tutorials and guides, you can repurpose your most popular, top-performing content to show your subscribers what they’ve been missing out on and what you have to offer.

    For example, add a section to your email campaign and tell your recipients what people are already raving about you on your Facebook, Twitter, Instagram or LinkedIn feeds.

    Pro tip: You can use your onboarding email series as an extra approach to promote your repurposed content by offering newbies your new exclusive guide or your newest ebook or the latest roundup of testimonials.

    Final Thoughts

    The beauty of a content repurposing strategy is that you don’t always have to be a worrywart constantly stressing about new content. Recycle the content you already have.

    Through repurposing content, you will –
    • save time
    • reach a wider audience
    • get the most out of your old content
    • increase email marketing KPIs
    Remember, different contexts and situations present endless opportunities to create spin-offs of your content and use it in your email marketing campaigns.

    Now, go forth and repurpose!

    Highly recommended further reading –

    1) Writing Marketing Emails 101
    2) Email Automation: Busting Common Myths
    3) Subject Line Mistakes To Avoid
    4) 10 Types of Customer Engagement Emails
    5) Email Marketing Campaign Checklist (PDF version here)
  • 10 Email Personalization Techniques Your Recipients Will Appreciate Apr 7, 2021

    On average, people send & receive over 120 emails daily. Yet, not all of those emails will get opened, how can you ensure that your email does?

    Subscribers and consumers have come to expect – and demand – relevant, personalized emails. With competition for the Inbox at its highest, you need to do everything you can to stay ahead of the game. This is where email personalization comes into play.

    “Personalization is not about first/last name. It’s about relevant content.” – Dan Jak

    The best approach to effective email marketing is implementing all concepts, tools and processes at your disposal. Yet, the truth is, many marketers get stuck in a “comfortable” email routine and stick to it overlooking one of the best tools that will ensure conversions – email personalization.

    This article covers the following topics on email personalization:
    1. The importance of email personalization
    2. Personalization beyond the first name
    3. Email personalization techniques
    • Ask the right questions
    • Segment your email list(s)
    • Customize your sender details
    • Personalize your subject line
    • Give the email copy a personal touch
    • Utilise dynamic content
    • Take advantage of browsing and purchase history
    • Use behavioural-triggering
    • Utilise milestones
    • Craft customized landing pages
    4. Email personalization stats

    Ready to dive in?

    Email personalization is not a trend. It is a marketing tsunami.

    In a world where subscribers and consumers are overloaded with information and bombarded with countless emails from brands, knowing which email marketing techniques to use to cut through the clutter and reach your target audience is imperative.

    Isn’t email personalization a Herculean task? No, it is not. With the right email marketing software in your corner and the right data, personalizing your email marketing will be simple, easy and, most importantly, sophisticated. You will be able to make the connection with your target audience more personal, deliver relevant content (i.e. offers, promos, deals, etc.) and, subsequently, encourage more conversions.

    Now, please indulge me and carefully read through two scenarios

    Scenario 1: You’ve spent hours upon hours crafting an email campaign. You’ve added every possible offer or deal you can think of. The email copy is full of information that might be of interest. You unleash the campaign on your target audience. Recipients see it in their inbox and there is nothing to grab their attention. Their fingers are working overtime flagging the email as junk/spam without even thinking twice or opening it. You’ve got only 5.6 seconds to make an impact, make them count.

    Scenario 2: You’ve utilised all email marketing tools available to you and crafted a highly-targeted, beneficial and relevant email campaign. The recipient sees something of significance and, just like that, you’ve got his/her attention because you’ve taken the time to send them a personalized email they actually want.

    Which is the winning scenario? Hint: the one where email personalization came into play.

    Why Is Email Personalization Important

    In case it slipped your mind, email personalization is the email marketing process of leveraging subscribers’/consumers’ information (i.e. first/last name, location, occupation, company name, gender, last purchase, etc.) to create specifically tailored, highly-targeted email campaigns to make recipients more receptive to what you have to say and offer.

    The purpose of email personalization is to make your target audience (i.e. leads, prospects, subscribers and consumers) feel like VIPs and not like just another email address in your list.

    Why are personalized emails important you may ask?

    Let me give you 4 crucial reasons

    • Revenue growth: Consumers are willing to spend more money with brands who appreciate them and deliver relevant, engaging and beneficial content. Marketers have established highly-personalized, segmented email campaigns deliver an uplift of over 700% in email revenue.
    • Improved engagement: Everybody loves a little special treatment. Personalized emails will help you make your target audience feel more valuable and precious (channelled Sméagol for this one!) which, in turn, will increase their engagement with your content.
    • Increased open, click-through (CTR) and conversion rates: Personalization, particularly in the subject line, is an excellent tried-and-tested technique to increase email marketing KPIs. Yet, remember, email personalization goes beyond just the first/last name or subject line. According to stats, personalized subject lines have 26% higher open rates and personalized emails generate a 14% increase in CTR and 10% higher conversion rates.
    • Better consumer satisfaction: 54% of consumers expect to get a personalized email with discounts/special offers within 24 hours of sharing their email address with a brand. According to stats, sending personalized emails will increase consumer satisfaction by 56%.
    Interesting fact: highly-personalized emails make your target audience feel special precisely because of their tailored nature which, in turn, invokes a sense of consumer empowerment driving recipients towards the Holy Grail – a conversion.

    Email marketing and personalization fit together like Anthony & Cleopatra, Bonnie & Clyde and Batman & Robin. Without email personalization, marketers will end up with their back against a wall seeing dreary results that will make them cry a river.

    Email Personalization Beyond The First Name

    Did you know that 60% of B2B organizations plan to invest in personalization by 2022? Or that 77% of marketers believe personalization is the key ingredient to a successful marketing strategy? Yet, it appears 70% of brands completely fail at email personalization.

    Why? Businesses have no clue how to collect the right data to personalize their emails. Or, if they do, they have no idea how to use that data. Regardless, without the knowledge, the right data and the proper email personalization techniques, personalizing emails will deliver disappointing email marketing results.

    One of the most common email personalization techniques is using the recipient’s first name. However, contrary to popular belief, email personalization goes beyond and deeper than addressing a recipient on a first-name basis.

    For an email marketer, successfully sending personalized emails means you need to know everything you can about your target audience. Every little bit of information you can obtain for each subscriber/consumer be it age, gender, occupation, interests, email preferences, past purchases, browsing history, etc. is crucially important for email personalization.

    As marketing extraordinaire Seth Godin says: “People don’t want email. They want me-mail.

    In other words, getting a non-personalized email is about as exciting as receiving a “Dear Occupant” letter back in the snail mail era.

    What can be personalized beyond the first name?

    Addressing a recipient by their first name is an email personalization ‘must’. Yet, some brands’ efforts stop at that basic email personalization technique. The real magic, however, happens when email marketers and brands implement personalization to the following email campaign elements – The:
    • “From” name
    • Subject line
    • Email copy
    • Imagery
    • Offers, deals, special promotions, product/service recommendations, etc.
    So many elements (pretty much your entire email campaign!) to personalize and yet, many brands either struggle or fail to use email personalization to its full potential.

    Do you want to know a secret? There are easy, relatively simple but sophisticated email personalization techniques that go beyond the first-name basis marketers can utilise to supercharge their email marketing.

    Feeling the urge to get personal?

    Indispensable Email Personalization Techniques

    2020 saw over 306 billion emails sent daily worldwide with the number expected to reach over 376 billion by 2025. Impressive.

    But… how can you grab and hold recipients’ attention long enough to have them engage with your email campaigns?

    Hint: combining basic and advanced email personalization techniques.

    Ask The Right Questions

    Personalized emails require data. Not just any data though. The right data. Thus, make sure you collect the proper information about your leads/subscribers/consumers that will help you craft highly-personalized email campaigns which deliver benefits to both you (the email marketer) and the recipient.

    The best way to inquire about a person’s information is to ask them directly. The most common approach for collecting information is through a sign-up form.

    I’ve filled in a sign-up form or two and most of them had one thing in common: only the default first/last name and email address questions. Hence, I receive tons of emails with my first name in the greeting or potentially (but rarely) the subject line. Do I engage with all of them? Will you if there was nothing attention-worthy?

    A sign-up form (with the right questions) will help you create a customer persona which, subsequently, you will use in your segmentation to personalize your emails. Ask about the subscribers –
    • Date of birth
    • Gender
    • Occupation
    • Location
    • Reasons for –
      • signing up
      • purchasing
      • becoming a user
      • visiting your website
    • Interest
    • Email preferences
      • frequency
      • type of content

    You may think people will be infuriated by filling in a lengthy sign-up form. However, 91% of consumers are more likely to engage and purchase from brands that deliver personalized, relevant content (i.e. offers).

    How do you think you’d be able to personalize your emails if you don’t dig deeper and ask the right questions?

    Sign-up form disclaimer: By providing this information [company name] will be able to deliver the best experience and the most highly-personalized, relevant, beneficial and helpful email communications.

    Now everyone will know why you are asking so many questions.

    Segment Your Audience


    In my humble opinion, segmentation is one of the most significant things to happen to email marketing since… well, its invention.

    Now, do you want to improve your email campaigns’ response and engagement rates?

    Segment your email list(s). With the help of the right email marketing software, you can group your leads/subscribers/consumers into segments based on similarities – i.e. gender, interests, occupation, location, link clicks, etc.

    By breaking down your email list(s) into different segments, you will be able to craft personalized, relevant, targeted and beneficial email campaigns which will significantly increase open, click-through and conversion rates, as well as decreasing unsubscribe rates.

    Have you ever opened a marketing email and thought “eh, why did they send me this?” Of course you have.

    I’m even willing to bet it made you less likely to open the next email that came through from that sender. On the other hand, if every email you receive from a brand feels like it has been specifically crafted for you, you’d be much more inclined to open and engage with every message. Well, that’s the power of email segmentation. It helps you target the right people at the right time with the right message.

    The “From” Name


    Who is the email coming from? An actual person? A company? A pet pug?

    All of my research (which, believe me, was extensive), I’ve found enough evidence that people are more likely to place their trust and engage with an email that’s coming from an actual person rather than a brand. Hence, using YOUR first name in the “From” field will give your business a face and personality recipients can relate to.

    Ultimately, the “From” field is the first most prominent element of your email that recipients will notice when scrolling through their inbox. Ah, personalizing the “from” field will also prove invaluable in increasing open, click-through and conversion rates.

    Pro tip: On desktop and mobile clients, the “From” field has larger text and heavier font which helps recipients identify the sender before opening the email.

    “From” field rule-of-thumb –

    Newsletter = your brand’s name
    Sales email = an account manager’s name (or sales rep)
    Company news/performance = CEO or CMO (if recognisable)

    Different account managers for different clients? No problem, personalize the “From” field with the recipient’s account manager’s name and a ‘fall-back’ of your company’s name.

    The best part. With professional email marketing software (like EmailOut), you can personalize your email with a few clicks and voila – all done.

    The Subject Line

    Do you know the formula for the best email subject line? I do.

    Curiosity + Urgency + A Tempting Offer + Relevance + Novelty = The Perfect Subject Line

    On desktop, you can see 60 characters (sometimes even more) of an email’s subject line, while mobile devices will reveal 25 to 30 characters. You must ensure that your subject line is neither too short (one word) or too lengthy with such limited space. Otherwise, you risk changing the message in ways that are either distracting and confusing or embarrassing and, sometimes, even funny.


    According to email marketing gurus, the recommended subject line length is no more than 50 characters. Obviously, with the length limitation, you will not be able to squeeze in all the elements in the formula. You shouldn’t even waste time trying. After all, you need to keep the subject line personalized, short and punchy.

    27 Short, Sharp, Inbox-Friendly Subject Lines >>>

    Your email’s subject line is the second most notable element of your email campaign. On most devices, the subject line is displayed in a darker, heavier text (similar to the “from” field) which makes it stand out amidst other details of your email campaign. Thus, use the recipient’s first name (see, it came in handy!) to further build trust and pique their interest.

    Ah, did you know that 69% of recipients report emails as SPAM solely based on the subject line? Moreover, 47% of recipients open emails based on the subject line alone. Additionally, personalized subject lines will inevitably boost open rates by 26%.


    The Email Copy

    Your email copy is the conduit for conversations. You’ve heard of Catch-22, right? Famous novel/movie? Anyhow, take a look at this excerpt from the book –

    Dear Mrs, Mr, Miss, or Mr and Mrs Daneeka:

    Words cannot express the deep personal grief I experienced when your husband, son, father, or brother was killed, wounded, or reported missing in action.

    What stands out? Did you notice? No personalization of the copy.

    That’s why you’ve worked so hard to gather all those details about your audience from the get-go. To prevent impersonal, irrelevant, slightly (or hugely) frustrating email copy that will alienate your recipients.

    With custom fields (merge tags in EmailOut), all stored information about your leads/subscribers/customers (i.e. age, gender, shoe size, location, birthday, etc.) can be used to personalize your email copy.


    Pointers to keep in mind when crafting your email copy –
    • be less formal – regardless of the industry you’re in, make your email copy friendly and personable but avoid jargon at all costs.
    • use humour – it’s an excellent ice-breaker and it will make your emails feel like they come from a friend.
    • be relevant – use the collected data to create content even the recipients didn’t know they needed. In short, deliver relevant info, offers, tips, etc.
    Pro tip: Be careful of the atmosphere you’re setting with your email copy. You don’t want to overwhelm your recipients or come across as too impersonal. Find a balance.

    Dynamic Content

    With the help of dynamic content, you will be able to make any changes to your email copy based on the leads/subscribers/customers information (i.e. preferences, age, gender, location, occupation, etc.) and personalize specific elements of your campaign such as the text, visuals and/or call-to-actions (CTAs).

    Images, GIFs, illustrations and cinemagraphs are all important visual elements of any email marketing campaign as they compliment the email copy. However, it goes beyond just dumping relevant images into your email campaign.

    Adding personalized imagery your target audience can relate to will add a personal touch to your campaign and increase your click-through rate by 29%.

    According to Neil Patel, “the call-to-action is the tipping point between conversions and bounces.” Personalized call-to-action (CTA) converts over 200% better compared to a basic CTA.

    For example, “[First Name] here’s your free trial” or “A free trial just for [First Name]” vs “Start YOUR free trial” will do wonders for your conversion rates.

    In short, dynamic content allows you to display different content for different recipients.

    Pro tip: Image alt text is crucial, especially for your top image, since it’s what email clients may use as a preheader – if you haven’t crafted one.

    Adidas’s Originals series email campaign is a perfect example of utilising dynamic content –


    The products promoted dynamically switch based on the subscriber’s gender ensuring each recipient will see the most relevant and appealing product that will entice them to convert.

    Browsing and Purchase History

    Assuming your website does not exist in some dark, forgotten corner of the internet, you are likely getting a fair, healthy amount of relevant daily traffic. The way visitors move through your website is essential data you can utilise to improve your email personalization efforts.

    Take cookies, for example. You can utilise them to collect browsing data and send custom-tailored emails based on the products/services visitors viewed on your website.

    A customer’s purchase history is another crucial insight you can use to create an impactful personalized email strategy. You can leverage customer’s behaviour (i.e. purchase history) to craft relevant, personalized, targeted email campaigns that will increase additional purchases via cross- or up-selling product/service recommendations promoted to each unique customer in your email list(s).

    Behavioural Triggering

    Did you know that automated behavioural-triggered emails generate 70% higher open rates and over 150% higher click-through rates compared to traditional emails precisely because they are hyper-personalized?

    Automated behavioural-triggered email (a.k.a email automation) is a mouthful and for some, it might even sound complicated and a bit frightening. Yet, it’s one of the most sophisticated methods for email personalization and not at all scary.

    It is all about setting up triggers to automatically “activate” email campaigns based on the recipients’ real-time reactions.

    For example, an email triggered by an abandoned cart, perhaps offering a discount or other perk for completing the purchase, brings people back into the customer journey.

    This email personalization technique speaks to the recipient on an individual level at a specific time. However, establishing this process depends entirely on your choice of email marketing software.

    Automated behavioural-triggered emails serve multiple purposes
    • welcoming new subscribers/customers
    • attracting new customers
    • re-engagement
    • cart abandonment emails
    • purchase confirmations
    • better targeting and personalization
    • boosting ROI
    • improve conversions
    • increase brand awareness
    • reduces the potential for mistakes
    When it comes to email personalization, a behavioural-triggered email is about as personal as it can get for brands and subscribers/customers.

    Netflix is the king of this particular email personalization technique with its automated suggestion emails based on your “watched” history –


    The Power Of Milestones

    Competition for the inbox is fierce. Cutting through the email clutter has become harder. But, a well-timed personalized email campaign can spark interest and engagement. This is where milestone emails come into play. After all, who doesn’t like to celebrate?

    From birthdays and anniversaries to holidays and special occasions, milestone emails will help you build even more personal relationships with your audience as they navigate from newbies, to seasoned and loyal subscribers/customers.

    By showing your audience you know more about who they are and what they like (beyond just their first name), you endear yourself to them. This will, undoubtedly, result in reciprocation in the form of higher open, click-through, engagement and conversion rates.

    Interesting fact: EmailOut’s CEO has two birthdays. I bet you’re wondering how that is possible. It’s quite a story. He was born in March in the 1970s which also coincided with Easter Day that year (you know, Christ’s rebirth!). Hence, he gets two birthdays and twice the opportunity to get milestone emails – if marketers are savvy enough to have noticed.

    Landing Pages

    Have you ever wondered why some email marketing platforms offer landing pages as a feature?

    They go together like peanut butter and jelly, turkey and cranberry, beef and horseradish, vegans and pulses. You cannot have a highly successful and profitable marketing campaign without merging email marketing and landing pages.

    The beauty of combining email marketing and landing pages is that you ALREADY have the email addresses and know enough about your audience – where they signed up from, perhaps previous purchases, products/services they viewed, demographics, and the like. Thus, the email landing page can be tailored and personalized to that information AND your email copy.

    When clicking through your personalized email, the recipient will have a certain level of expectation. Thus, it is crucial to keep your audiences’ attention on the initial email message by aligning the landing page experience with those expectations.

    Furthermore, matching personalized emails with equally personalized landing pages will give the recipient a unified experience, making him/her more likely to convert.

    Email Personalization Stats

    From Netflix to Spotify and Amazon, subscribers and consumers are surrounded by email personalization. These inspiring stats will prove just how powerful email personalization is –
    • 70% of consumers get disappointed and frustrated with brands that send impersonal, irrelevant email campaigns
    • 91% of consumers are more likely to purchase from a brand that provides personalized, relevant offers and recommendation
    • 63% of consumers will stop buying from brands with poor personalization practice
    • personalized emails deliver 6 times higher transaction rates
    • 53% of marketers state email personalization results in moderate to significant revenue impact
    • 58% of all revenue is generated from segmented, highly-personalized, uber-targeted email campaigns
    • 88% of consumers state they are more likely to favourably respond to an email if it feels like it has been specifically tailored (personalized) for them
    • 62% of emails get opened because of personalized email subject lines
    • 62% of marketers state email personalization is the most effective marketing technique for customer acquisition and retention
    • personalized email marketing generates a median ROI of 122%
    Final Thoughts

    Email personalization is all about telling your Jacks from your Jills and sending relevant, beneficial, highly-targeted, personalized content your audience would want to both receive and expect. Without it, email marketers will bombard their subscribers/customers with impersonal, irrelevant, generic and, frankly, frustrating email campaigns that will leave a lasting negative impression. Don’t get me started on the dreadful email marketing metrics that will follow.

    If you don’t want this to be the future of your email marketing, utilising email personalization is the path to take. You do want people to convert, do you not?

    From your sender details and subject line to the email copy and imagery, make sure every element of your email campaign is specifically tailored for the recipient and goes beyond the mundane use of just their first name.

    Remember, it will take time to nail your email personalization strategy. Thus, always split test (A/B test) your campaigns to establish which email personalization tactics work best and have the biggest impact on your email marketing metrics.

    Are you ready to get personal?

    Highly recommended further reading –

    Writing Marketing Emails 101
    2) Email Automation: Busting Common Myths
    3) Subject Line Mistakes To Avoid
    4) 10 Types of Customer Engagement Emails
    5) Email Marketing Campaign Checklist (PDF version here)