Top most essential email types you should know

If you’ve ever shopped online or signed up for something on the web, the chances are that you would have received an email welcoming you to the business, offering you discounts or special deals, confirming your registration and a whole lot more. Email has fast become a major part of a marketer’s toolkit. And with over four billion people in the world using email, it’s an essential part of your marketing strategy. If you’re just getting started and you’re wondering what the most essential email types are and why you should use them, this post is for you.

14 Essential email types

Without further ado, here are the most essential email types you should be sending to your email list. Not just because it nurtures your clients but also because it builds credibility, reliability and trust. It’s also a great way of engaging with your clientele, especially when you’re asking them for feedback.

  1. Welcome emails

The very first time someone engages with your company and offers you their email address, you need to send out a welcome email. Most customers these days expect it. And receiving it does not have to be limited to saying “Thank you for joining us”. It can go a whole lot further by providing users a sneak peek into what they can expect to get when they sign up with your business.

  2. Feedback and survey emails

We all know that online reviews are the new form of word-of-mouth marketing. Most people will check out product or service reviews online first before they make a purchasing decision. This is why gaining feedback from your customers is so important and this is where feedback and survey emails come into play. They can be used to nudge a client to leave a positive review. Or they can be used to send surveys which can ultimately help you improve your product or service offering in the future.

  3. Product or service updates and new features

Many businesses innovate. And this innovation comes in the form of new products or features. One of the best ways to tell your audience about these is to send them an email. In this type of communication, it’s essential to emphasise the main benefits of the product or service update for your clients so that they know what’s in it for them.

  4. Transactional and lead nurturing emails

The transactional and lead nurturing emails are actually a sequence of emails that are sent automatically when a user takes a certain action or interacts with your online platform in a particular way. For example, if a client has made a purchase, this will need to be followed up with a confirmation message. If this is the first time they’ve registered with your business, you need to send them a form submission thank you email. Other email messages that can form a part of this category include subscription cancellation emails, reorder emails for subscription services and even abandoned cart emails that notify a user that there are still items in their cart and encourage them to complete their purchase. 

  5. Holiday emails

Holidays are an excellent time to send emails to your customers because this gives you the opportunity to get personal. Christmas or Easter are just two examples of holidays you can use to communicate with your audience. And they can be used to not only send season’s greetings but be informative, educational or even transactional.

  6. Milestone emails

Milestone emails take place when your business reaches a certain event that’s of special importance. Has your business reached the 10-year in business mark? Is it your business’ birthday? This is a great opportunity to notify your customers of your achievements and in addition, throw in something like a special deal or offer to mark the celebration.

  7. Newsletters and digital magazines

If you operate a blog and publish content regularly, then new content announcements through newsletters or digital magazines is a good way of not only boosting your readership but adding value to your audience as well with information they would otherwise have missed.

  8. Event emails

Whether you’re hosting a webinar or you’re going to be attending a conference and you’d like to invite your readership to it, event emails are the way to go. Keep them short and sweet and highlight the most important parts such as the date, time and place for the event. Make it catchy and show why you’re considered an industry authority and why they should not miss out on the event.

  9. Gift emails and special offers

These are another excellent way of boosting sales while offering your customers added value. Make your gift or special offer emails enticing and easy to use. This will mean having strong call to action buttons as well as easy navigation that takes them to the exact place where they can shop or order from you.

  10. Co-marketing emails

If you’ve entered into a partnership with another company that’s considered a well-known and established brand, then emphasising this collaboration to your audience will be to your advantage. Highlight who you’ve partnered with, why the partnership and what your users stand to gain from it.

  11. Social media emails

If you’re wondering what social media emails mean, don’t worry! These types of emails are those that are typically sent through social media platforms such as LinkedIn and others. They are just one more way of reaching your audiences outside your traditional email list and no matter what your message or call to action may be, they need to be compelling and personal.


  12. Brand story emails

Brand story emails tell the unique story and elaborate on the journey your business has taken to get to where it is today and where it’s going. Storytelling in marketing is a huge plus in a marketing toolkit and it needs to be utilised to its full potential. If you’ve got a story that you’d like to share with your audience, these are the emails that will do the trick for you.

  13. Video emails

Video is quickly gaining traction as one of the most sought after sources of information. They can act as powerful agents of persuasion because if they are engaging, informative and catchy. Sending an email with a video in it is also proven to get much more clicks than those emails without one. So, whether you’re offering a sale or launching a new product that you’d like to show your audience how to use, video emails are a must.

  14. Internal emails

Finally, don’t forget that your employees are your company’s ambassadors and if you engage them well and show your appreciation through valuable emails and internal communication, your business will get that much more exposure and a positive brand reinforcement. 

Wrapping up

Although the quantity of email types that you can send out may seem somewhat overwhelming, it must be remembered that emails in this day and age are a must in any marketer’s toolkit. They help foster engagement, they drive more sales, they help improve your bottom line and they lead to customers who are loyal to your brand. If executed correctly, you’re much more likely to reap the rewards of email marketing than if you were to sideline this critical email tool and use it sporadically or haphazardly.

If you need some assistance with your overall social media and digital presence, let us know and get in touch with us. We’d be happy to help

How to Create an Engaging Email Marketing Campaign?

In 2021 e-mail marketing remains a crucial aspect of the marketing strategy of every business. Email remains one of the most efficient ways to reach your potential customers. Don’t take our word for it - let’s look at some numbers

  • 59% of marketers share the insight that when it comes to revenue generation in B2B campaigns, the email is the channel they rely on the most; 
  • B2C - people who purchase email spend almost 2,5 times more money compared to online shoppers that don’t receive email promotional offers.
  • B2C - the main driver for customers, according to the retail sector is e-mail campaigns. Only 20% of retailers don’t recognize this as a useful channel - the other 80% do. 

Most people don’t realize that, but email marketing is a form of art for marketers. Sometimes there is a very thin line between marketing and spam when it comes to emails. In the great and engaging email campaigns, the small details make the difference between “good” and “genius”. 

In this article, we are going to explore how to create an engaging email marketing campaign for your brand. There are some basic rules you must follow if you want to do great with email outreach to your customers. 

The perfect email campaign - how to do it?

We are in front of the canvas for your email campaign. Let us explore together what steps you have to go through to have a masterpiece at the end of the process. 

Choosing the right platform for your campaign

The first step in creating the actual campaign is choosing what platform to build it on. Countless tools can help you with this task. You have probably heard about the most famous automated platforms for email marketing like: 

  • Mailchimp; 
  • Zoho campaigns; 
  • Campaigner. 

They include a lot of useful things that can help you set up your campaign and even campaign automation. There you can find customizable templates that will help you in creating the email you address to your clients and many useful tools to help you track the open rate of the e-mail, calculate the ROI, UTM tracking, and more. One of the great things about this type of platform is that you can automate a lot of processes you will have to otherwise do yourself, therefore will help you save time on which you can focus on your business. 

When it comes to choosing the right platform for email marketing, keep in mind that every single one has its pros and cons, including the pricing model. You can do some research and find out which will be the perfect choice for your goals and budget. 

Creating that perfect e-mail

The next step in the process is creating the email itself. Several aspects have a key role in capturing and retaining the attention of the people who will open it: 

  • The subject of the email; 
  • The visuals in the email; 
  • The content itself;  
  • Call to action. 

It may look simple but it is not. As it is said - the simple things are the ones that are hard to master. First of all, you need an amazing subject that will guarantee you that anyone receiving the email will open it. It has to be short, to the point, and informative at the same time. If we can paraphrase the old saying - a good title is like a woman’s skirt - long enough to cover what is important, but short enough to spark curiosity. The same principle applies - you are not going to tell them everything in the title but it must be engaging and click-worthy. Tease them the added value and make them open that email. Of course, there are many different angles to creating the right subject - it really depends on what is the actual email - for example, it could be a cold contact email or a promotional email, or even a newsletter - those are three very different types of emails, therefore the approach will be totally different when creating the right subject.

After this is done we are off to the header. There should be a perfectly placed and selected visual. One of the essential things you can do is check the resolution of the image needed and make it in that size. The whole email should look good and be a joy for the eye, but the header image is the first thing that people will see after they click “Open”. Make sure it is worth it and it makes you read more. 

The content of the email itself is very important too. Okay, you got the people wanting to learn more. What are you going to show them? This depends very much on the type of email you are sending out. In most cases, it can be a sales email or promotion offer. Outline the important information with bold, bullets, prices, or important conditions and quotes (if you are including references from happy customers, if you’re not - well you should definitely consider it). The reader will first “scan” the email for these important parts and if he is interested he will continue reading after that. 

Call to action (CTA) is the final and most important part. The cherry on top, in this case, the cherry can be in the middle or in the bottom. You have already got the attention of the user, you have explained your offer to them and now it is conversion time. You do that by adding a proper CTA (Call-to-action) button. It can be “Get that coupon” or “Check the new collection we have”. You want to point the engaged customers into action. After all, that was the whole purpose of the email in the first place. 

Evaluate the performance and results

The final step of the process is to evaluate what you have achieved with the campaign. At the end of the day, it is all about results. The first thing you can do is check how many people have opened the emails you send to them. 

From there on, you can compare the achievements to the goals you have set before you started. It is very important to have clear and measurable KPIs set in the beginning. Otherwise, you are not going to know what to measure. If your main purpose was to increase sales, check how many people that opened the email purchased on the website. If you had another intention in mind - check if they are achieved. If you’re new at email marketing and are just starting, don’t worry, just be sure to always measure and set your own benchmark for your audience - businesses are very different and so are people so you should have your own benchmark judging from experience.

Measuring the success of the campaign is essential for evaluating if the whole process was good or not. You might be convinced that you have created an outstanding campaign, but the numbers are the ones that speak the truth. Trust them and learn your lessons if you have to. And remember to celebrate the victories as well! 

Final words

Those are the 3 steps in creating the perfect email marketing campaign. As we said - they may look simple, but they sure are not. The good news is that out there are many perfect examples of how to create a campaign for a specific type of business. You can also generate a lot of ideas from successful campaigns that big brands and agencies have carried out. Here is a very nice website that is amazing for email marketing ideas as it collects the best of the best - be sure to subscribe to their newsletter. Just remember that you are unique and that no one knows your customers better than you. This is the secret ingredient to success. 

10 Easy Ways To Grow Your Email Marketing List In No Time

When it comes to marketing, we can safely say that delivering the right messages to the right audiences is the key to success. As you might know, there are dozens of online platforms and tools through which you can achieve that. One of the most influential content distribution channels, which encompasses a potential audience of more than 4 billion users, is email. The secret to a successful email marketing strategy, however, lies in your ability to target the people, who will be most interested in the products or services you offer and to persuade them to subscribe to your newsletter so you can continue to conduct business with them.

According to the Content Marketing Institute, email marketing is the most effective way of nurturing leads and 31% of businesses cite newsletters as their highest-performing tactic in this area. So if you want to achieve your business goals, we strongly advise you to include essential email marketing practices in your strategy. If you don’t know how you can achieve that, don’t worry, Markception as a digital marketing agency has your back. After we’ve introduced the basics of high-quality newsletters, now we’ll be focusing on the most effective practices through which you can grow your email list and easily attract the right audience in no time.

Why do you need to grow your email marketing list?

First of all, let us explain what an email marketing list is. This is simply a database or a collection of email addresses, which businesses acquire through lead-generation campaigns. The main goal of such campaigns is to engage with potential customers by introducing relevant content in exchange for their email addresses (or any other personal information about the particular user). Once the potential customer (or the lead) has given you their email address, you should ask for their consent to receive regular emails from you, or in other words to subscribe to your newsletter.

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No matter if you’re just starting, or if you’ve been sending newsletters to your customers for years, one of the essential email marketing practices, which you should be implementing is to constantly acquire new subscribers. As HubSpot shares, your email marketing database is degrading by 22.5% each year. This is because subscribers change their jobs, thus also changing their email addresses. Additionally, there are always people who use the unsubscribe link in your emails and willingly cut off your communication with them. Either way, if you simply let those events unfold and do nothing about it, your email marketing efforts will be in vain. You might be creating amazing content, however, if you’re directing it towards an uninterested and tired audience, the results won’t be satisfying at the very least.

Therefore, the importance of fresh newsletter subscribers becomes apparent. You need to be working towards acquiring more contacts in your email marketing list constantly. Keep reading to find out how!

Growing Your Email Marketing List

There are many platforms and communication channels, which can help you grow your email marketing list. These include email, social media, your website, the websites or social accounts of your partners, and more. Additionally, you can also use traditional marketing and prompt the visitors of your physical shop to sign up for your newsletters. So let’s start exploring how you can utilize those and see the numbers grow.

1. Create a sign-up form on your company’s website

A great trick that can help grow your email marketing list is to enable users to register on your website. Include a registration form, which requires information such as email address, name, age, and other relevant data from which your business can benefit. Furthermore, you can create specific pages, which cannot be accessed by non-registered users, such as checkout pages, exclusive blog content, pages that provide tailored experiences to users, etc. That way, users who are truly interested in your products and services and who want to access all of the information on your website will willingly sign-up and subscribe to your newsletter. Therefore, you will be creating a list of people, who are very likely to purchase your products.

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2. Create popups on your website

Yes, we totally agree that by doing this you risk annoying users. All of us have been in a situation when we want to get something done or simply learn something new, but we’re constantly distracted by nerve-wracking pop-ups. However, we have to honestly admit that some of those bright-colored banners are actually relevant and sometimes useful. No wonder why marketers use pop-up banners constantly - it’s because this proven method works! We are not suggesting that you need to create 20 pop-ups and spam users with them constantly (you will only scare them away by doing this), but one well-designed, thought-out pop-up might do wonders. Don’t forget to think about the most appropriate moment to display the banner, for example, it could pop up only when the user has read (or scrolled through) at least 50% of your content on a given page.

3. Enable a commenting section on your blog

Another smart method through which you can grow your email marketing list is to enable a commenting or feedback section under each of your blog posts. Users like to give feedback and to be able to express their opinion, especially if they are interested in the topic of conversation. Therefore, by empowering them to do so, you will not only increase their satisfaction from engaging with your brand, but also gain valuable information about them (their email addresses).


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4. Add subscription links to your employees’ email signatures

In that way, each email communication may result in a new subscriber to your newsletter. This method is especially useful for companies with a lot of employees. It is very simple as well. All you need to do is create a landing page, containing a subscription form, and include a CTA with a link to it in your staff’s email signatures. So if your team consists of 5 people, with each of them communicating (via email) with at least 5 other businesses or clients in a given working day, you have the chance of gaining 25 new subscribers per day. How amazing is that!

5. Add CTAs on your company’s social media pages

Social media is a great tool for driving traffic to your website, building awareness about your brand, and engaging with your audience. While there are some rules, which you need to follow and some mistakes, which you should try to avoid, for the most part, social platforms are not too hard to master. Therefore, one of the easiest ways, in which you could persuade users to subscribe to your newsletter, is to include CTAs on social media. Many of the popular platforms, such as Facebook and LinkedIn, for example, allow you to have one main CTA button on your company’s page. It’s a good idea to create a landing page with your email subscription form and link it to the CTA button on your social media. Furthermore, you can plan a post or two about this landing page, when you are creating your social media posting schedule, and share the link to it in your newsfeed. Just keep in mind that you also want to provide relevant quality content to your followers and not just over-spam them with action requests (such as asking them to be included in your email marketing list).

6. Offer freebies

Probably one of the most common, yet effective ways, in which you can grow your marketing list is by offering free products (such as eBooks, whitepapers, guides, and more) to your audience. This approach is known as a “gated offer”. The name comes from the fact that users will have the opportunity to access those materials, but to do so, they will need to enter their email addresses first. You can create a landing page and upload the freebie there. Then share the link to it on your company’s social media accounts, run ads, or post a CTA leading to it on your website. Keep in mind that the free content you provide needs to be somewhat connected to your niche or the industry your business operates in. This is crucial because otherwise, you might attract subscribers, who are not interested in your products. If they are not interested in your products chances are they are not going to buy them. Your freebies could include survey data, industry reports, insights, which may be of interest to your target audience, infographics, and other valuable data.

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7. Organize a giveaway

You probably know how the cliche goes: to receive, you must also give. This is very true when it comes to growing your email marketing list. If you want to see more people subscribing to your newsletter fast, you could organize a giveaway and request that participants provide you with their email addresses to enter the game. Again, it’s important to choose a prize, which is connected to your business or the goods and services you offer (it could even be one of your products or a voucher for a free service). For example, if your company sells toys, you may want to create a giveaway, in which the participants win a trip to Disneyland for the whole family. Don’t forget that your copy and visuals should correspond to your target audience’s interests. In the case of our example, you could include images of the most iconic Disney characters - Mickey Mouse, Donald the Duck, and others. It’s a good idea to build anticipation and excitement in your audience and to create a sense of urgency by including phrases like “enter today, the giveaway ends in 24 hours”. Keep in mind that this approach may not be appropriate for companies, which conduct business with other companies (or in other words for B2B marketing). However, if you sell products to consumers directly (B2C - business-to-consumer) a well-thought-out giveaway can do wonders and help you grow your email marketing list in no time.

8. Host an online webinar

You can build your email list by hosting an online webinar (or any other online event of your choice). Use your company’s social media channels, your website, and a dedicated landing page as means for popularising your event. Create ads, posts, as well as blog articles, which talk about your online event, build excitement in your target audience, and invite interested consumers to save the date. Don’t forget to request users’ email addresses, so that they can register for participation in the event and receive additional working sheets and documents connected to it. Once more, make sure that the topic of the webinar corresponds to your products or services. So if you are selling flower seeds, for example, create a webinar, which talks about gardening. This approach is amazing because it can do wonders both for B2B and B2C businesses.

9. Have amazing newsletters

Imagine this: While going through the boredom that is your inbox, you suddenly come across an email from the cleaning company, which takes care of the tidiness of your home. You are amazed by how nicely this email is done. It has creative visuals, funny copy, and (most importantly) relevant information on how you can easily clean your oven and get rid of grease stains on your carpet. You’ve liked this email so much and found it useful, that you decide to click the “share” button and send it to your friends and family. If this hasn’t happened to you yet, chances are it will. Well-done newsletters are a powerful tool for growing your email marketing list, especially if you include CTAs, which prompt your current subscribers to share it with others. Therefore, even if you are not putting any other efforts towards expanding your email list, your hard work may bring you more leads naturally. Spend some time thinking about your design and your copy. Make sure that they correspond to your target audience and that they offer useful information, which can contribute to solving your audience’s problems. The goal here is to pay attention to the details and create enticing newsletters so that your current subscribers would want to share them with other people. Keep in mind that this approach alone may not bring the desired results. That is why it’s best if you combine it with other methods.

10. Partner up with influencers

Influencer marketing is an incredibly powerful tool for achieving your marketing goals. The reason for that lies in the fact that mouth-to-mouth marketing (when someone you trust recommends something to you) always works and is considered the ultimate conversion tool. This approach works best for B2C businesses, which offer products directly to consumers, rather than for B2B (business-to-business model). Since influencers (especially micro-influencers) usually engage with their audiences and show authenticity, we could argue that their followers perceive them as friends and trust their judgment. Therefore, partnering up with an appropriate influencer and promoting your email newsletter both through your company’s and through the influencers’ communication channels could turn out to be very beneficial.

Need more email marketing tips?

As with any other marketing activity, it’s best if you have a comprehensive understanding of the features and peculiarities of this communication channel before you jump straight to creating your strategy. This is especially true for email marketing because you and your business can get into serious legal trouble if you accidentally (or not) violate GDPR. Our advice is to stay away from websites, promising you hundreds of new subscribers within minutes, because this often means “purchased subscriber lists”. Buying emails, rather than gaining them, can result in a damaged reputation, penalties, and audience, which has no idea who you are and what you are offering (therefore is not willing to spend money on a product offered by a completely unfamiliar brand).

That is why we believe it’s best if you outsource your marketing strategy to experienced professionals. Markception, as a digital marketing agency, is result-driven. This means that you will know exactly what you get out of your agreement with us. At the end of the day, we will analyze the performance of your campaigns. Then we will create a report and will often visualize the results, explaining to you what worked well and what not so much. Furthermore, we will calculate your ROI (return on investment) and give suggestions on what could be changed in order to obtain higher rates during the following campaigns. We are not simply marketing experts, we are your partners! Don’t hesitate to contact us for a free consultation.

How to write an email that actually works?

“How to write an email that actually works” is an important question, however, in order to give an answer to it, we should first figure out the whys and whos here. There could be countless reasons as to why you might need to send out online mail and who’ll be receiving it: you may need to convey an important business message to your manager, or you might want to send a happy birthday card to a close friend. This article, however, is going to be focusing on slightly different kinds of emails, which serve as a powerful marketing tool. So, as you may have already figured, we’ll be talking about email marketing.

About Email Marketing Briefly

Email marketing proposes great benefits to brands and business owners. Marketers often turn to it when they need to offer relevant information to their target audience and boost conversion rates. According to, the number of active email users is expected to reach 4.3 billion in 2023. The author continues by saying that the number of sent and received emails goes up to 293.6 billion a day. Given those figures, it’s no surprise that 81% of small businesses rely on email as their primary customer acquisition channel and 80% for retention campaigns.

A major benefit of email marketing is the fact that it’s completely under your control. You decide how to attract subscribers and grow your list, you decide how to segment your audience, you set your emailing schedule, you plan and create your campaigns, and choose the designs and the copies. It might seem like a ton of work (and if you’re doing it alone, it will most likely feel like it is), but there are plenty of third-party tools, which can come in handy when planning and implementing your email marketing strategy. The good news here is the fact that this type of marketing doesn’t require a huge budget, so you might choose to start off with a limited plan (either for free or in exchange for an affordable monthly fee) and adjust it as your business grows.

Additionally, according to, consumers prefer to be contacted by brands mainly via email. This could be due to the fact that the digital allows for the creation of colorful, interactive, and attention-grabbing emails, so if you haven’t been paying attention, we’ve already said our goodbyes with the boring, straightforwardly dull “Dear Sir/Madam” emails. Moreover, users now receive valuable information accompanied by fresh design and visuals. This combined with the fact that they can personally decide when to open a given email (and whether to open it at all), makes email a perfect marketing tool.

Golden Email Marketing Rules

As with any other marketing channel, email also has its own specifics and requirements, in order for it to be successful. Although there’s a wide variety of online tools, which can help you, it takes time and effort to grow this marketing channel and see results. That is why you need to start planning your email strategy early. In this article, we’ve gathered some of the most important aspects of email marketing, so you can consider them and set yourself on the path to success.

  • Set a Goal

Before you get to the fun part of actually creating your emails, you need to first determine what you want to achieve through them. It’s a good idea to set a specific goal for each quarter of the year. Furthermore, every separate campaign should also follow a pre-set main objective. You should always think of your goal when deciding on the text, visuals, and design of each email. Moreover, by creating campaigns in accordance with your objective, you’ll be able to stay consistent with your messages, and ultimately, you’ll achieve your goal. If you’ve never done email marketing before and you’re just starting out, your goal for the next quarter could be connected to attracting more email list subscribers, for example.

  • Grow Your Email List

Your email list is one of the most important points of email marketing that you must think about. Without it, it’s simply impossible to execute email campaigns because you’ll have no one to send your content to. Therefore, it’s a very good idea to make it a priority and start thinking about different ways, in which you could grow it. You can create sign-up banners on your website, run digital ads on the internet or offer free materials (such as whitepapers, guides, or special content) only available once your customers provide you with their email addresses. Keep in mind that the methods, through which you grow your list should always be GDPR compliant because otherwise, you will be in serious trouble. What’s great about email lists, is the fact that they are composed of people in your target audience, who willingly signed up for this. Therefore, it shouldn’t come as a surprise that email marketing can help you achieve your business goals. The bigger your email list is, the more successful your campaigns are going to be.


  • Segment & Personalize

If you want to deliver your message to the right people (and you should), then segmenting has to be your best friend. The goal here is to divide the people on your email list into smaller groups (based on diverse characteristics such as gender, age, working status, etc.) and send different emails to each group. In that way, you can easily provide valuable content, which will not only make the user feel like you’re talking directly to them but will also increase your conversion rates. Furthermore, with the help of technology, you can also personalize your emails. You can add users’ first names anywhere in the email, so your copy can start like that, for example: “Hey, Jessica” or “Jessica, we know you’ll love this…”. A fun fact, shared by campaign monitor is that emails with personalized subject lines generate 26% higher open rates. Additionally, if you have stored more information about your customers (and not just their email and name), you can also use it for personalization. For example, you can add their phone number, their location, and other details.

  • Create a Flow of Content

With email marketing, you have the opportunity to create automated flows of content, which contribute towards the completion of a certain goal. The great thing about flows is that you set up a series of emails once, and they continue to fulfill their purpose until you decide to stop or change the flow. You can decide to create an abandoned cart flow, for example, and periodically send a series of reminder emails to customers that didn’t complete their purchase on your online shop. You can set the sending times of your emails, so there are a few days or weeks in between each email (depending on the flow’s goal). Just make sure that you’re not over-spamming your customers.


  • Keep Track of The KPI (key performance indicators)

You need to always track and record your email campaigns’ performance because this will allow you to monitor which of your efforts are contributing to the completion of your goal and which aren’t. Some of the most important KPIs, which you’ll need to pay attention to are:

  1. Open rate: this indicates how many people of all of your subscribers have opened a particular email.
  2. Click-through rate: it shows how many people clicked on a given link in your email.
  3. Click-to-open rate: this metric shows a comparison between the number of unique clicks and the number of unique opens. Therefore, you can get a better understanding of the ways in which your subscribers engage with your emails. If you have a high click-to-open rate, this means that your subscribers like your content.
  4. Conversions: This shows the number of subscribers, who after clicking the CTA in your email, completed a specific action such as making a purchase or signing up a petition (usually leading to fulfilling your campaign’s goal).

If you’ve set up a goal and created your email marketing strategy with the above-mentioned points in mind, then you’re one step closer to seeing high ROI (return on investment) as a result of your efforts. shared a study conducted by Litmus in 2018, which states that email marketing’s return on investment is 38:1 on average. And this is great because it means that if you’ve invested 1 euro, you’ll get 38 in return! So if you want to accomplish such high ROI rates, it’s important to remember that email is, after all, a wheel in the huge marketing mechanism of your company. Therefore, you’ll need to always coordinate your efforts and convey a consistent message on all of the communication platforms of your business, including email.

Crafting a perfect email: the checklist

So here we are, finally moving forward to answering the big question: “How to write an email that actually works?”. You already know that whether or not you’ve created the perfect email depends on many factors, such as: who’s the recipient (the particular audience segment you’re sending this email to), on which stage of the flow/funnel is this email intended to be sent out and how did the previous emails of this particular flow perform. And although there isn’t a set and stone method through which you could perfect your emails, we can let you in on some key details, that should be taken into consideration, no matter what type of campaign you’re executing.

⬚ First and foremost, you need to make sure to grab your audience’s attention by crafting interesting, curious, and fun subject lines and preview texts. They need to be short and clear, but most importantly, they should provoke action (you want your customers to open this email, don’t you?). It’s a good idea to personalize your subject lines by adding the name of the recipient. Additionally, adding numbers in your subject lines can increase your open rate. So, for example, instead of “We’re offering a discount on our latest products”, your email subject line should look like this: “Sarah, Get €20 Off of Your Next Order ”. Additionally, it’s important to craft engaging preview texts (a snippet of text, shown right next to the subject line of an email). The US alcohol delivery company Drizly nailed it with those lines: Subject: “It’s scary outside.” Preview text: “Here’s $5 to stay in”. At the end of the day, it all comes down to your creativity and your ability to craft short, sweet, and engaging email subject lines. (and preview texts, of course)

⬚ You need to make sure that your copies are clear, corresponding to the goal of your campaign and providing relevant information to your target audience. Writing an email copy isn’t much different from writing for a web page. Therefore, you need to make sure to follow a logical structure, to keep your paragraphs short, and to include one main idea in each paragraph. Don’t hesitate to add subheadings and bullet points, as this will make your content easily readable and scannable. Additionally, don’t forget to segment and provide relevant information to each of your segments. Prepare different emails for the different types of subscribers you have and avoid conveying general marketing clichés. Don’t deceive your subscribers by making false promises. Furthermore, keep in mind that hyperbolization and over-use of adjectives can sound spammy, so it’s best to stay away from it.

⬚Another point, that you need to consider when creating the perfect email, is its design and visual elements. If you run a campaign without visuals, then you’re definitely a bit old-fashioned and you’re probably hindering your email marketing efforts. Pictures, GIFs, and videos as well as other visual elements, which have the purpose of enhancing your content, are essential for grabbing the attention of your customers. If you don’t provide colorful (or dull if that fits your company’s style) images for the consumers, they will simply not read your content and in some cases, even unsubscribe from your mailing list. Strategically placed pictures can direct users’ attention towards the CTA (call to action) button. Additionally, adding pictures or using different colors for your CTA’s can also influence the number of clicks they get. Furthermore, when it comes to email marketing, we can really say that “A picture is worth a thousand words”. As shares, the human brain processes images 60, 000 times faster than text. So don’t forget to add some high-quality visuals in your emails.

⬚We already touched upon this, however, we cannot stress enough how important it is to have call-to-action buttons in your emails. By adding a CTA, you’re ensuring that your customers are able to easily continue interacting with your brand even outside the borders of their email inbox. In other words, you’re providing means through which the conversation can be continued. Furthermore, CTAs will prevent confusion, because users are told exactly what to do. You can have more than one call-to-action buttons in an email, however, make sure to emphasize on the one, which is of most importance for the completion of your campaign’s goal. Additionally, the text of your button should be clear, so that users know what to expect when they click on it. It’s a good idea for your CTA to lead to an appropriate for the specific campaign landing page. By creating an enticing, connected-to-the-topic landing page, you’re ensuring that each step of your customer’s journey is purposeful and pleasurable.

Additional Tips:

  • When it comes to email marketing, timing is important and can significantly benefit or hinder your performance. If you were a restaurant owner, for example, and you want to send out an email promoting your happy hour (buy one get one for free), it’s best if you send your email in the afternoon, rather than at 7 am in the morning.
  • When adding visuals to your emails, don’t forget to fill in the metadata. This will help email clients understand your content better, and therefore your emails will be less likely to be redirected to the spam folder.
  • Always optimize your campaigns for mobile devices.
  • Add the social media icons of your business in the footer section of your email. Additionally, you should also include an “unsubscribe” button, as it is required by GDPR.
  • VERY IMPORTANT: Make sure that your actions are always GDPR compliant. You can get in serious legal trouble otherwise!

If you’ve ticked all of the boxes on our list, chances are you’ve created a pretty good email. That being said, the points mentioned in this article are by no means all of the details that you need to pay attention to when creating a strong email marketing campaign. You need to always follow the latest trends and learn about new email marketing tools. It’s a good idea to subscribe to your competitors’ newsletters, so you can monitor their activity as well.

Don’t worry, if you’re feeling lost and don’t know where to start. Markception is always ready to help. If you need any assistance with creating and implementing high quality email marketing campaigns, feel free to contact us for a free consultation.