When there’s no promotion running, email the things a good shop assistant would say out loud: how to choose between your products, how to get more out of what customers already bought, what just arrived, what’s back in stock, answers to the questions your support inbox hears every week, and real customer results. Most of […]
Category Archives: Email Campaign Strategy
A campaign is ready to plan when you can answer five questions in one sitting: what’s the goal, who’s it for, which product carries it, what’s the angle, and how will you know it worked. It’s ready to send when the practical layer checks out too — segment and exclusions set, subject tested against a […]
To measure campaign revenue without overcounting, do four things: switch your email tool’s attribution from open-based to click-based, shorten the attribution window to 24–72 hours for campaigns, stop adding up the revenue that each channel’s dashboard claims for itself, and sanity-check email’s number against your store’s total revenue every month. When a decision really matters, […]
You can raise click rate without writing a single extra email, because click rate is mostly decided by things other than volume: who receives the send, whether the body delivers what the subject promised, how many competing links fight for the tap, which products you feature, and whether the layout survives a phone screen. The […]
Campaigns for high-ticket products sell the decision, not the product. A customer weighing a €900 mattress or a €1,400 espresso machine isn’t going to buy off one email with a hero image and a button, so the campaign’s job changes: reduce the perceived risk, answer the objections they’d ask a salesperson, and stay present during […]
Segmentation in regular campaigns means one thing in practice: stop sending every campaign to your whole list, and start sending each campaign to the people it was actually written for. You don’t need twenty segments. Most stores get the bulk of the benefit from four or five — recent buyers, lapsed buyers, subscribers who never […]
Educational content drives sales when it does one specific thing: it removes the knowledge gap standing between a reader and a confident purchase. Teach someone how to choose the right product, use it properly, or solve the problem your product exists for, and you’ve done the selling without the pitch. The method is straightforward — […]
Bestsellers belong in your email campaigns as proof, not as filler. Used well, they do three jobs: they convert subscribers who haven’t bought yet (a bestseller is the lowest-risk first purchase you can offer), they anchor campaigns that would otherwise need a discount to feel worth opening, and they act as the engine in bundles […]
A campaign becomes an automation when you find the customer moment it was accidentally hitting and make that moment the trigger. The process has five steps: confirm the campaign wins repeatedly (not once), identify which readers it actually converted and what they had in common, translate that into a trigger and segment, rebuild the campaign […]
Split your list into two audiences — people who have ordered and people who haven’t — and give each its own campaign logic. Non-buyers still need convincing: proof, answers to objections, a reason to trust you with a first order. Buyers already crossed that line; they need reasons to come back, not another pitch about […]