Sending the perfect email is a mix of art and science. Today we’ll share some popular strategies and tactics you can use to improve your advanced email marketing performance.

Let’s dive in!


Re-sending to non-openers

Here’s a dirty marketing secret: Some companies send the same exact email marketing campaign more than once. They might change the subject line or send time, but it’s the same copy, same images, and same calls to action.

Take a look at the graph below to see how popular this technique is across industries:

Popularity of remailers

Implementing this is simple. Send the newsletter to the desired subscriber segment. Wait a day or two, then create a new segment where you include only non-openers. Copy the original email and send it to this (smaller) segment of non-openers. All you have to do is change the subject line and hit send.

If you’re interested in reading more about this, check out our guest post on the Movable Ink blog.


Single-campaign opt-out

If you decide to email aggressively, we recommend you include a simple and easy way for subscribers to opt out of targeted drips.

Imagine you create a 7-part welcome drip. At the beginning of the email you can have a small call to action saying: “You’re receiving this email because you signed up for <company or promo or product>. This is email 1 out of 7. If you’d like to stop receiving this series, please click here. You can unsubscribe from all future emails by using the unsubscribe link in the footer.”

This looks ugly, no question about it. But it also allows you to send emails aggressively while lowering your risk of being marked as spam.

Email with easy opt-out

Example back-to-school email from Remind.


Clear subject line for email series

As a recipient, I LOVE knowing exactly what emails I’m receiving. Use the <item_number> of <total_items> formula when sending a multi-part email series. Example:

Sample email from bufferBuffer uses this trick for their email coursesNotice how, as a subscriber, you know exactly what you’re receiving.


Personalized time of day

There’s no such thing as a universal “best time to send emails.” If someone tells you this, they’re wrong. MailChimp released some interesting stats around the best send times. Notice how the optimal time shifts by a few hours depending on recipient age.

Time of day send analysis

The shift is even more drastic when you look at profession:

Open rate based on profession

While there is no “best time to send for everyone,” this doesn’t mean there is no best time to send for specific groups (as seen above) or even individuals in your advanced email marketing campaign.

Time zones are extremely important. If you’re emailing subscribers across multiple time zones (and if you do business online, you likely are), take this into account. Try to separate your campaigns based on major time zones. Even a few hours difference (based on different time zones) can have a huge impact on your campaign’s performance.

You can also optimize send time based on each subscriber. The best indicator to use is to look at when each subscriber clicks on your emails. If I receive an email from you at 8 am, open it at 8:30 am, but don’t click on anything until 7:30 pm, it might mean that 7:30 pm on that given day is better for me. Perhaps I’m done with work, perhaps I’m commuting home. Look at past engagement times to individually optimize your delivery for each subscriber. (You would need to do this through your ESP.) Look into using Right Inbox, a tool that can schedule an email in gmail for you to ensure it reaches the subscribers inbox at the right time.



A popular A/B testing trick is to send two email variations each reaching 10% of your subscriber base. Based on the results after X amount of time (usually a full day but sometimes as little as 4 hours—waiting longer helps you capture more data), the winning variation automatically gets sent to the remaining 80% of the subscriber base.


Also, luckily for you, over the years we’ve created dozens of blog posts to help you master both sides of this equation. Below you will find some of our favorite posts to help you plan the perfect email marketing strategy.


Animated GIFs in Email: Tips, Tricks, and Examples

More and more emails now include an animated GIF. In fact, the use of animated GIFs has increased threefold in recent years. This is happening for two reasons:

  • Video support remains limited across email clients
  • GIFs allow marketers to add an interactive touch which makes their email stand out

Let’s explore popular GIF use cases and share some best practices and examples.

View the post


Birthday Email Marketing Strategies

Birthday emails offer the perfect opportunity for brands to connect with subscribers on a personal level. Data from Experian show that birthday emails drive 342% higher revenue compared to traditional promotional emails.

In this post we’ll share three birthday email strategies you can use to turn subscribers into brand ambassadors.

Check it out


E-commerce Newsletter Strategies: What Top Brands do to Increase Conversion Rates

122. That’s how many emails people receive on average each day. If you want your email program to stand out, you need to go beyond incremental A/B tests. While small gains are valuable, without a deep shift in strategy you’re doomed to reach local maxima.

Following up on last week’s post—how to announce a new product via email—today we’ll explore some of my favorite ecommerce brands and how they create a deep connection with subscribers.

Learn from the best


Tactics You Can Use to Announce a New Product via Email

Online retailers are constantly innovating, launching new products, looking to get their audience to either buy for the first time or to drive that ever-sought after repeat purchase.

Ideating, producing, and launching a new product is extremely time consuming. All that effort needs to be matched with great marketing.

Yet, unfortunately, this is where most online retailers fall flat.

View the tactics


6 Effective Post-Purchase Email Strategies to Drive More Product Reviews

Getting customers to review recent purchases is incredibly important—88% of consumers trust online reviews as much as personal recommendations. The best way to drive reviews is to use email marketing. This is exactly how, a few years back, Mark & Spencer increased customer reviews by 400%.

In this post we explore six strategies you can implement in your own post-purchase email flow to drive more reviews.

See the strategies


Survey Invitation Email Strategies

Irrelevant emails are the #1 reason why people unsubscribe and 91% of unhappy customers won’t buy from you again. This is where survey emails come in. Survey emails allow you to better understand your subscribers, collect useful information to personalize lifecycle campaigns, and gather product reviews and feedback.

Send great survey emails


Cart Abandonment Messaging Strategies

An optimized cart abandonment strategy is extremely effective with 33%+ of opened emails driving a sale. For online retailers big and small, that means big bucks.

In this post we cover several messaging tactics to include in your abandonment mailers.

Check it out


Email Deliverability Tips & Tricks

When we talk about the importance of Q4 we’re not exaggerating. Generally speaking, 20% of online sales can be attributed to email marketing. It’s not a secret that email marketing has such an impact on sales. It’s why we see email volume increase by 23% during Q4.

Check out these email deliverability must-know


Welcome Email Ideas to Boost Your Conversion Rates

Welcome emails often boast the highest open rates out of your entire (non-transactional) email program. Why? Because whenever someone joins your mailing list your brand is top of mind. But how, exactly, do you create a successful advanced email marketing strategy that drives sales?

Read more

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