Email, your highest-return channel

Your email list is an asset you own, unlike your social media followers. But a list must be built honestly.

• Offer a real incentive in exchange for their address: a useful guide, a discount, or exclusive content.
• Use double opt-in (email confirmation): fewer addresses, but much better quality.
• Place sign-up points where it feels natural: your website, checkout, social media, or events.

Never give in to the temptation of buying a list: poor deliverability, zero trust, and legal risks. 200 subscribers who are genuinely interested are better than 5,000 who don’t care.

Sending the same message to everyone means engaging almost no one. Segmentation means speaking to each group about what matters to them.

• Start by separating prospects and customers, then refine further (by interest, purchase history, or location).
• Tailor your message: a new subscriber doesn’t have the same needs as a loyal customer.
• A relevant email for a small group almost always outperforms a generic email sent to everyone.

Start simple: two or three segments are enough to make a real difference.

An email has two battles to win: getting opened, then inspiring action.

• The subject line determines whether it’s opened: keep it short, clear, useful, or intriguing—never misleading.
• Get to the point: one message = one idea = one clear call to action, easy to spot.
• Provide value before selling: tips, news, or behind-the-scenes insights.
• Write as if speaking to one person, not a crowd: using “you” and a human tone makes all the difference.

Also, optimise for mobile previews: most emails are read on phones.

Automation sends the right email at the right time, with no extra effort once set up. A few key campaigns deliver great results:

• Welcome email: introduce yourself and provide immediate value after sign-up.
• Abandoned cart: remind customers about their unfinished purchase (e-commerce).
• Birthday/loyalty: a small gesture that drives sales.
• Re-engagement: reach out to inactive subscribers before removing them.

Start with one or two, measure the results, then expand. These “set-and-forget” emails are often the most profitable.

Three metrics are enough to guide you: open rate, click-through rate, and unsubscribe rate. Compare your performance with our email benchmarks.

• Protect deliverability: keep your list clean, send regularly, authenticate your domain, and include a clear unsubscribe link.
• Respect consent (GDPR): only email those who have opted in, and make it easy to leave.
• An unsubscribe isn’t a failure: it means a healthier, more engaged list.

Focus on clicks: unlike opens, they reflect genuine interest.