The Most Effective Business-to-Consumer Email Campaigns and How to Optimize Them

From stringing two cans together as children to sending two dozen emails a day as adults, our communication habits and expectations evolve as we age. If you used the tin can and string method as a child, you probably thought it was cool to receive a response. However, when sending to adults with clogged inboxes, you know they’re likely looking for the most interesting and valuable emails.
Businesses are constantly attempting to meet these email needs and increase consumer engagement and conversions. We understand how difficult it can be to know where to begin when optimizing business-to-consumer email campaigns – nearly as difficult as building a tin can telephone. That is why we will learn about B2C email campaigns and how users interact with them – as well as how to optimize them for maximum effectiveness.
Ready? Let’s dive in.

Discount emails and special deals
Discount emails are precisely that – emails that contain financial savings, coupons, or other special offers (like free stuff). Additionally, everyone appreciates free and discounted items. This can result in business gains, as brands can use discounts and offers to encourage new customer conversions, reward existing customer loyalty, and draw attention to specific products and services. This benefits the customer by encouraging them to complete current and future transactions with the brand.
Unsurprisingly, B2C consumers are receptive to discount emails. According to our 2021 Email Engagement Research Report, 50.2 percent of respondents indicated that they would click through to learn more about an offer or to redeem a promotional code contained in a discount email. Additionally, 38.8 percent indicated that they would open the email and save it for future reference.
Discount emails, based on this response, are an excellent way to attract a large number of users and increase open rates, click rates, and conversion rates. However, how are they optimized? Consider a few examples and the lessons we can draw from their marketing efforts.

Creating great content for your discount emails
When advertising discounts, avoid using the same content for every member of your ecommerce audience. Utilize dynamic content to tailor and personalize your message based on the products or services your user has previously purchased or viewed, such as the clothing below. When they come across something that specifically interests them, they are much more likely to engage and complete another purchasing cycle.
Forever 21 is our first example. This discount email stands out not only because it offers a discount; it contains dynamic email content that is tailored to the individual, complete with easy-to-purchase links (and take advantage of the offer).

Choosing an appropriate design for your discount emails
When it comes to business-to-consumer emails, design is just as critical as content. Always place your CTA as close to the beginning of the message as possible for maximum visibility in discount emails. Make it easy for people to find it by not making them scroll. Additionally, you can use a contrasting color to draw the user’s attention to the CTA and the action you want them to take.
Winc, a wine delivery service, provides our second example. Winc packs a lot of information into this email without making it feel cluttered or overwhelming, most notably an attention-grabbing call to action and a brief, easy-to-follow three-step summary of their business.

Birthday emails
Birthdays are universally adored… they promise joy, celebration, and, of course, gifts. They are similar to discount emails in many ways, and they provide brands with similar benefits. Free and discounted birthday gifts increase brand awareness and provide the user with an opportunity to try your product or service that they might not have had otherwise. If they enjoy the gift and continue to purchase from you in the future, you’ve gained a new customer through your birthday communication. You receive a transaction, and they receive a gift.
The allure of birthday gifts in emails may explain why users respond to them at such a high rate – 44.1 percent of respondents said they read birthday emails and clicked through to use a promo code or get more information, according to our report. Additionally, 43% stated that they read them and saved them for later.
While there are no hard-and-fast rules for birthday email content and design, there are ways to increase engagement and influence purchasing decisions.

Developing great content for your birthday emails
Say it again, y’all: people enjoy receiving free (or discounted) goods on their birthdays. Nobody wants to open a birthday-themed email that contains nothing more than a hard-sell. Therefore, whether you’re offering a complimentary product or a discounted service, ensure that your email is worth opening. This Subway promotional email receives high marks for content. It’s a pleasant surprise for a late birthday, and it clearly states what the reader is entitled to celebrate and how to obtain it. It’s succinct, attention-grabbing, and enjoyable. Emails like this one build customer loyalty and increase the likelihood that your user will convert more in the future.

Choosing an appropriate design for your birthday emails
Keep your brand guidelines and conversion goals in mind when designing birthday emails. However, don’t forget to include images, gifs, and other enjoyable graphics and elements that commemorate the occasion and uplift the reader.
Hulu’s birthday email also includes a freebie, but the emphasis is on the design. It’s on-brand, but far from bland. The email begins with a burst of birthday confetti and is dominated by a gif from one of Hulu’s most popular shows, Seinfeld. The email maintains a lighthearted tone while reminding the user of the benefits of opting into a free trial – Kramer and friends.

Personalized recommendations
In comparison to promotional or birthday emails, personalized emails can be themed around almost any event or occasion. As a result, there are numerous opportunities to engage users through personalized messaging. While it is simple to send a single mass email to every member of your email list, this approach is not tailored to their interests, increasing their likelihood of ignoring you or unsubscribing completely. By sending personalized messages to users based on their specific wants and needs, the likelihood of a transaction increases significantly.
And users prefer it that way – according to our research, 42.9 percent of respondents would read a personalized email and save it for later, while 32.5 percent would read it and immediately click through.
So, how do you leverage personalized emails to your advantage?

Developing high-quality content for your customized emails
Personalize emails by including recommendations based on the user’s preferences or previous purchases. This is an excellent way to increase upsell and cross-sell. No matter what industry you’re in, you can use information about your content (such as contact properties or behavioral data) to create preference-based recommendations and advertisements.
While segmentation is an effective method of targeting audiences and demographics based on general preferences, it is even more effective to use dynamic content (as Forever 21 does in the aforementioned discount email example) to provide each viewer with up-to-date and adaptable advertisements based on their current interests.
For instance, after you’ve finished watching a television show or film, you’re probably considering what to watch next. This is why, when it comes to personalized email content, Netflix is an excellent example of how to keep users engaged with your brand.
Netflix does not simply congratulate viewers on completing a show. Rather than that, it provides a plethora of new recommendations based on the viewer’s current preferences and recent viewing history. This type of relevant personalization keeps users engaged with new products and more likely to stick with Netflix rather than switching to another streaming service.

Choosing the ideal design for your customized emails
Keep it simple in terms of design. Avoid attempting to recommend everything that the user might be interested in. Choose a few options and present them clearly, with clear CTAs and links to read more and purchase.
Lyst’s email below is an excellent example of personalized email design. The message is not bloated with superfluous text. Rather than that, the user’s attention is immediately drawn to the available customized styles. The user can easily see additional options and purchase what they like by using neatly placed, color-contrasting links.

Spam Traps: What Are They and How to Avoid Them

When it comes to online mail, spam traps can be the devil’s advocate for many businesses. Spam traps and your spam folder are not entirely evil. They can assist in filtering out phishing scams, junk mail, and phony Nigerian princes, ensuring that you receive only the mail–and, by extension, the information–that you require.
Regrettably, the same spam traps that assist you in filtering your inbox can trip up many legitimate businesses if they are not careful. However, with proper guidelines and execution, these businesses can be confident that their emails will reach their customers’ inboxes.
In this article, we’ll discuss spam traps in greater detail and how to avoid them. Are you up to the task? Let us proceed!

What is the definition of a spam trap?
You cannot despise spam traps entirely–they are intended to assist us.
Spam traps are anti-fraud tools that monitor email communications in order to identify spammers and senders who use improper contact management practices. Spam traps appear to be legitimate email addresses, but they lack two-way communication and are not operated by real users. These email addresses can easily be added to mailing lists for the purpose of catching and flagging spam and other potentially harmful communications.
Spam traps are frequently in the shape of honeypots. Honeypots are email accounts created solely for the purpose of attracting and detecting spam emails and other unhelpful or malicious communications, as well as the email address of their original sender. When a phisher or spammer attempts to send malicious emails to a honeypot account, an automated system can record the spam sender’s information and the trap itself.

Types of spam traps
You should be aware of the various types of spam traps. Among the most prevalent are the following:

Pristine spam traps
Pristine traps, or honeypots, are brand-new email addresses created by internet service providers and other organizations interested in tracking spam, such as blacklist organizations.
Due to the fact that these addresses have never been used, they have no history or reputation and are ideal for generating new spam reports. Businesses can fall victim to pristine spam traps by utilizing unverified third-party email lists and scraping email addresses from the web via bots.

Recycled domain spam traps
A spam trap owner may purchase a domain that is no longer in use by a business or individual (for example, and secretly reactivate it to collect mail. The owner can then monitor who is sending email to any of the domain’s addresses, even if the domain is ostensibly no longer active.

Recycled address spam traps
These are similar to the recycled domain spam traps mentioned previously. If someone subscribes to a newsletter, the newsletter is not considered spam. However, if the subscriber does not log into their email account for two or three years after subscribing, the email provider may choose to suspend the account for an extended period of time due to inactivity.
If the provider reopens this account to monitor which emails are being sent to it and still receives the newsletter, this indicates that the newsletter sender never checked to see which of its emails were actually “wanted” (i.e. opened or engaged with). As a result, the newsletter is likely to be flagged as spam.
This is why it is critical to maintain a current mailing list and to remove inactive addresses and domains.

Invalid email traps
These traps are email addresses that are slightly different from legitimate email addresses due to typographical errors. For instance, in a typo spam trap, an email address such as [email protected] could become [email protected] or [email protected]
Because these traps are typically triggered by simple sender typos, the consequences of being caught are typically minimal or nonexistent–as long as you refrain from spamming the same “wrong” addresses in the future.

How can spam traps be bad for business?
If you work for a legitimate business that wishes to maintain an engaged, active email list, you should always be aware of potential spam traps and the consequences of falling for one (or more).
Remember the consequences we discussed previously? If you are flagged by a spam trap, you may face the following consequences:
• A ban on your IP address: Every device has an IP address, which is used to identify it and its associated internet networks. A ban on your IP address would prevent you from sending communications from that IP’s device, which could disrupt your business.
• A prohibition on your sending domain: You can spend hours brainstorming the ideal name for your online business. All of that time, however, will be wasted if your sending domain is blocked. Repairing your domain’s reputation will take time and effort, and you’ll need the best deliverability experts to assist you.
• Reduced revenue: If you are flagged as a spammer, future emails sent from your account will almost certainly end up in the spam folders of your recipients or will be rejected entirely. Due to the fact that emails from a spam folder are far less likely to be read than emails from a primary inbox, these future emails will be read and engaged with less frequently–resulting in decreased revenue for your business.
As email capabilities and usage grow in popularity, it’s easy to see why email deliverability becomes more critical. If you do not keep up with your email lists, your emails may be blocked or go unread. This reduces your email strategy’s impact and potential return on investment.

How can you avoid falling into spam traps?
It can be challenging to stay on the right side of the email deliverability scale. Fortunately, there are numerous ways to avoid spam traps and their sinister dark side. There are some general best practices to follow to ensure the smooth operation of your email communications.

What you shouldn’t do
The following are some risky practices to avoid if you want to avoid spam traps:
• Allow for the retention of inactive or unengaged email addresses on your mailing list. Unused, older email addresses are frequently used as spam traps, and disengaged customers may complain that your communications are spam. A smaller list of genuine subscribers is preferable to a larger list that has not been cleaned in an extended period of time.
• Purchase email lists from whoever you want. While you may wish to quickly expand your mailing list, many for-sale addresses are not legitimate and frequently belong to honeypots or spammers. Rather than that, organically grow your list.

What you should do instead
The following are the best practices to follow in order to safeguard yourself against spam traps:
• When adding new subscribers to your mailing list, implement a double opt-in policy. When a user registers, require them to enter their email address and then confirm it in a separate box. This ensures that the subscriber enters their email address correctly and does not provide you with an invalid or non-existent address.
• Validate and clean your email lists on a regular basis – ideally, every three to six months. Ascertain that your list is clean and contains engaged subscribers who have interacted with your emails at least once since the last email validation.
• Segment your database to ensure that you are only emailing active contacts. Utilize a sunset policy for your email list to ensure that anyone who has not engaged with your emails in a reasonable amount of time is filtered out. If you send weekly emails, this could include anyone who has not opened a message in the last three to six months. If you send daily emails to your contacts, you’ll want to exclude anyone who hasn’t opened one in the last month.

Consistency is required when managing your email deliverability and list security. While recognizing the risks is challenging, adhering to best practices and selecting the right email partner will help you avoid errors that could jeopardize your email reputation. Always ensure that you are an email Jedi, not a Sith.

How to email your blog professionally

Is there a section of subscribe form on your website that collects email addresses? Did you know that you can automatically email your blog posts – without doing anything after you write them?

Automatically email your blog posts
Some people prefer to receive news via email rather than via blogs or an RSS reader.
Emailing your blog posts is important because the majority of your readers will not visit your blog daily, weekly, or monthly to read your posts – they become busy and/or forget. If your readers are unaware that your new, incredible blog post has been published, they may never read it!
The simplest way to notify your readers that you’ve published something new is to send a ‘snippet’ of your blog post via email blast, complete with an attention-grabbing headline, photo, and read more link.

Note: Some people send their entire blog post via email as a result of it being automatic and stress free. However, it should not be like that. If your main target is to increase traffic, you should always be looking to increase traffic to your website by thinking on improving your SEO – search engine optimization. Also, you need to note that a snippet whets the appetite of your audience and encourages them to visit your site and read the entire post!
Mailchimp is one of the most popular tools for sending your blog posts via email.
You may have used Mailchimp previously for a newsletter or special promotional offer, but it isn’t just for this – many people actually use Mailchimp to automatically send out my blog posts via email via an RSS feed to email campaign! It’s so easy and simple, you just have to get acquainted with it.
Once you’ve created an RSS Campaign in Mailchimp, you’re done! But the disadvantage is that setting up an RSS to email campaign can be confusing due to the abundance of options.
If you’re creating an RSS Driven Campaign in Mailchimp on your own, be sure to select RSS Campaign first, followed by one of the template design options – otherwise, Mailchimp will be unable to locate your blog posts when your campaign is scheduled to send. If you were not prompted for your RSS feed address in the first step, you are on the wrong track; restart!
This link will walk you through the process of creating an RSS Campaign on Mailchimp if you want to try it on your own.

If you find yourself get stuck or not being able to move from one process to another? Working your arse off and achieving nothing? Or, if you’re looking for a custom email setup so you can email your blog posts like a pro, this article has make it easier now! Just carefully follow all the processes above.

Creation of Email Newsletter as a Marketing Strategy

What is an email newsletter?

In its simplest form, an email newsletter is a type of email sent to a subscriber list by businesses or individuals. This list include existing or prospective customers who have subscribed to your brand’s marketing communications and given explicit consent to receive marketing communications from your brand. Email newsletters are distributed on a regular basis and include valuable content such as guides, blog posts, news, product reviews, personal recommendations, tips, and announcements.
Newsletters are an essential component of an email marketing strategy because they enable businesses to nurture their contacts by establishing themselves as industry leaders, sharing insights, and highlighting new products that drive traffic to the website.

What are the pros and cons of email newsletters?

Email newsletters are a very popular method of nurturing existing and prospective clients. It’s inexpensive and has a high return on investment. Email marketing is a highly effective form of marketing. The average return on investment is £38 for every pound invested, and 72% of customers prefer to be contacted via email.
Consistent website traffic, webinar and other event registrations, and product sales are all guaranteed by well-designed marketing emails sent on a regular basis, such as email newsletters. Newsletters account for the majority of marketing emails sent and offer significant marketing potential.
Are you unsure whether establishing an email newsletter is the best course of action for your business? Lets take you through the pros and cons.

Pros of email newsletters
Not only is creating a newsletter a great way to keep your customers informed about new products and features, but it also has a number of other benefits.

Constant source of traffic
One of the primary reasons for creating a newsletter is to increase website traffic on a consistent basis. Organic engagement on social media platforms such as Facebook has been steadily declining. In the age of ad blockers, banner advertising is rarely noticed. Journalists and online editors frequently disregard written press releases sent via email.
Fortunately, this is not the case with newsletters. Emails that arrive in someone’s inbox are frequently seen, and the likelihood of them being opened is high, provided the subject line is compelling and the sender is recognized (so ensure your readers know who you are!). If your newsletter is well-designed and contains pertinent content, you increase the likelihood that the reader will click on the calls-to-action for additional information.

Cheaper than other channels
Money is critical to marketers. Therefore, anything that helps you save money should be a priority. And newsletters do the same thing.
Do not underestimate the cost savings associated with email marketing when compared to other marketing tools. Paid advertising channels such as banner ads, Google AdWords, Facebook Ads, and influencer marketing are significantly more expensive than email marketing.

Advanced and easy performance tracking
Measuring the effectiveness of an email newsletter is straightforward. Your email statistics provide you with all of the information necessary to accomplish this: open rates, click rates, unsubscribe rates, bounces, which user terminals opened the newsletter and when, which links were clicked on, and so on. These metrics, in conjunction with UTM tags to track engagement through Google Analytics, will enable you to accurately calculate your ROI and create newsletter content that is relevant to your target audience.

Independence from third parties
When you create a newsletter, you are completely independent of third-party services and software. Publishers and influencers, as well as social media platforms and Google, are far more likely to increase the cost of advertisements than an email service provider.

Cons of email newsletters
Wherever yin exists, yang exists as well. Or, to put it another way, where there is light, there is also shadow. While email newsletters have numerous advantages, there are a few drawbacks to consider.

Absence of physical experience
Unlike with analogue advertising media such as brochures, flyers, and magazines, email newsletters lack a tactile component. For example, a desk calendar is visible throughout the year. By contrast, emails lack a physical presence.
This reduces their durability but also makes them easier to sort and organize.

Ease of deletion
Let us be honest: emails are deleted more frequently and are more likely to be skimmed than other media. There are numerous reasons for this: an overflowing inbox, unappealing subject lines, irrelevant content, and so on.
While we can attempt to optimize our messages to avoid this, we can never guarantee a 100% interaction rate. This is true for all marketing tools, not just newsletters.
However, when the benefits and drawbacks of newsletters are weighed, it quickly becomes clear that the benefits vastly outweigh the drawbacks.

Making Your Marketing Newsletters Better

As busy marketers can be, we will always try not to spend most of our time scouring the internet for good and useful information.

The inbox we have are supposed to be a place where we turn to for quick, digestible communication from companies. Instead of this, we are now constantly flooded with different marketing newsletters that are providing very little value to us.

Now why do most of the marketing newsletters suck?

One of the main reason is because most marketing newsletters try to do too many things at once. From product updates to the event invites, up to random blog posts, emails are just giving support to every single aspect of your business.

What is more, whether it is a newsletter or it is not, any email that you are sending needs to focus on one message if you want it to deliver. While so many of us think that email newsletters can kill plenty birds with one stone, the truth of it all is that it can’t.

The focus and the intent of a marketing newsletter need to be very clear just as the reader takes the first glance. It also needs to give readers something they cannot get from your other marketing channels.
But do people even care about newsletters this days? Perhaps should we just forget about the marketing of newsletters?

Eeeh, not so fast.

Why We Still Need The Marketing Newsletters

Even though we have so many new marketing strategies that have surfaced since emails, it is still considered to be one of the most effective types of marketing.

According to a Chief Marketer, “ the email marketing outperforms any other tactics for lead generation”, Campaign Monitor gives us a review that 89% of marketers consider their email marketing strategy to be a success, and HubSpot says that it clearly contributes to improving the sales.

It is personal, it is targeted and it is meant to be consistent. “Email may be an old school, yea! but it is having the most relevant pieces of news delivered over to you in a digital package and it is still extremely valuable” (Contently).

We should not let-go-of the email newsletters altogether, but if you notice that your current program is not giving you any result, then you can take a step back and evaluate what you are doing so you can have a better performance.

You can also want to, or you decide to revamp how you do your marketing newsletter (again).


Because looking at, it’s something that you wouldn’t want to read yourself anymore. More importantly, maybe it wasn’t helping your company to get closer to your objectives such as generating new leads and also growing a large and engaged email list.

So, for you to improve this, you will have to take a good hard look at your old newsletters and ask ourselves some questions:

Why am i creating an email newsletter?
What do i want to get out of it?
Am i providing value to my readers?
How much time, how much resources and which tools do i need?
How will i promote it?
How will i measure the progress?

These are questions you must ask and that every marketer should ask themselves before starting to create an email newsletter strategy.

You can also decide to focus your newsletter on one topic and then incorporate when relevant, you can see some related articles from other companies.

The result?

Doing this, your readers will be raving about the look and content of your new newsletter. The best part is that you’ll be seeing increase on your open rates, compared to your previous version.

8 Killer Marketing Newsletters To Subscribe

There are actually several newsletters that are awesome out there that inspired us to revamp ours – here we present some you should sign up for immediately.

Starting with one of our dearest Mention Memo.

1. The Mention Memo

Every week, you are sure to get a hot little newsletter that is filled with cool gifs, also valuable free resources, and you will get good insightful commentary around a trending marketing topic such as the Instagram Stories, the big tech trends from CES and the Facebook marketing. You will also get practical tips, tricks, and also free resources you can make use for your own marketing strategy.

Why we like this:
Not to tooting our own horn but it is visually appealing and it stands out from a lot of other newsletters we get in our inbox.

2. The Geekout Newsletter by Matt Navarra

If you are involved in any sort of social media marketing or any community management, then you should check out Geekout.
This popular free weekly newsletter gives all the latest social media platform news, the tips, the tricks, the tools and new features.

Why we like this:
If you are trying to keep updated on all the latest social media features and the platform changes it is hard work. Geekout is one amongst the most complete, up to date summaries of almost everything you might need to know, saving you hours each week on research.

3. Please Advise

The Please Advise is a daily marketing newsletter that is curated by the folks at Top Hat. You can consider Please Advise as your daily call-to-action.

It is broken into 3 simple sections. The LOOK, DO and TRY. The best part? It is packed with information that you will actually want to use and you can read it with a quick swipe.

Why we like this
If you are in marketing, the Please Advise is a no-brainer. It is a well designed, and a quick read that you will enjoy opening up everyday.

4. The Hustle

The founder of The Hustle Sam Parr came across the idea of a daily newsletter for millennials while he was trying to promote the HustleCon, a startup conference that he was organizing.

As a result of this, he got an overwhelming response for his newsletter which helped him to eventually grow up to a 300k+ subscriber base.

According to the Digiday, “Parr hopes to carve out a niche by simply bringing a conversational tone to the culture and the tech coverage”…

The newsletter has stories with provocative titles like the Soylent: “What happened to me when I went 30 days Without Food” and also “The Rebranding of The Trailer Park.

Why we like this:
Interesting topics are presented in casual, millennial bro speaks.

5. Later

The Later’s newsletters are really beautifully designed and chock full of some useful tips and resources.

You will learn everything you have ever wanted to know about the Instagram, the latest trends, also how to drive traffic from your Instagram Stories and how to work with the influencers.

Why we like this:
It is short, it is friendly, useful, and consistent.

6. Intercom

The Intercom is a messaging platform that is made for websites, and their newsletter has virtually no mention of their product.

The cool thing is that they usually have members from their team that comments on the topic.

You will get the sense like they really enjoy writing them – we enjoy reading them!

Why we like this:
It is funny, it’s unique and provides a good distraction from our work.

7. Product Hunt

The Product Hunt is a curation platform that showcases the best new products that are released every day around the globe.

Their newsletter contains the top five to top the ten best products of the previous day (mostly it is based on how many votes they have gathered do far).

Why we like this:
There are just two main reasons why we like this Product Hunt’s newsletter.

The first one is very obvious: because we like discovering new projects and tools this can be of help to us so we can do better jobs as marketers.

And the second one is that we like boosting our product launches via the Product Hunt and often it end up in the newsletter, among the best products of the day

8. The Daily Carnage

The Carney+Co. is a full service agency that is specialized in the design and development for the browser, the desktop, and the mobile platforms.

The agency is giving empowerment to those marketing pros that has great knowledge, the best practices, and the latest industry trends through its “Daily Carnage”, a hand picked list of the best marketing content that is always delivered to your inbox on a daily base.

Why we like this:
Exactly for this reason: “There is a gap to focuse on the online marketing in a fun and a relevant manner. I LOVE the Daily Carnage.”

Tips for Better Product Update Emails

What is the difference between the content marketing and the product marketing?

The Content marketing is a lead generation tool, it’s an education platform, and a brand building strategy. Goals are centered around audience growth and engagement.

The Product marketing is very different from the Content marketing. A product marketer aim is to understand every facet of customer’s experience. They need to know why the customers use the product in the first place and how the new features and the updates can entice more customers to start joining.

Of course, there is an overlap and in some cases, a marketing manager can be handling both roles. Bridging the gap from education to the activation is not an easy task. And while we are oversimplifying the role of the product marketers, I am sure you can already see the importance of the collaboration between the product and the marketing teams.

Product update emails are one of the example where the content and product teams must harmonize to have a successful outcome. In this post, we will break down the elements of a great product update email and then offer some examples you can use as your inspiration in your own marketing.

Know your audience, speak to them.

Is the SaaS world, every business wants to reach the product, the marketing and the engineering teams. The nature of most the SaaS companies requires the buy-in from all of the three groups for the customer to start realizing the full value of the product. This makes it difficult to keep focus on one audience and to speak to them directly.

Engineers, for example, will be mostly interested in the speed improvements, the uptime and the integration, while marketers are more quick to respond to better reporting and also analytics tools. If your product updates has the both, then you might end up just diluting the email and therefore speaking to no one.

To define your target audience is a very important task that should guide the marketing, the sales and the product development. When it comes to the time of queueing up a product update email, the nitty gritty work of the creating buyer personas should be done already. But just in case it is not, here are a few things that you should consider.

Improve customer retention

Emails that include the features and the product updates will help to keep your customers engaged.

Send killer product updates

Product updates should be written for the true fans of yours. That is not to say that other people won’t find them interesting, but the information about a product is not a lead-gen tool or a sales tactic it is just a fuel for an already burning fire.

It is very difficult if not impossible for you to serve two masters. You need to decide whether your target audience is marketers, a developer or another group and then segment them accordingly. It is likely that there is a crossover but do your best to just focus the message for each target group.
Here we have two examples of product update emails that are speaking directly to a target audience.

1 Example: Strava

The Strava is a mobile app that helps the runners and the cyclists track distance and pace. It is equally very useful for each group, but they have to segment their product update emails based on the information they have gathered in their onboarding process.
Strava makes sure that they know their customers so that they can speak to them directly.

2 Example : Canva

The Canva have decided long ago that they would target the marketers who need to design their work but do not have advanced design skills. The canva product makes it easy for anybody to create and to export beautiful designs for your social media and other marketing campaigns. You’ll see that their product updates reflect that. Even the design types that they offer indicate that this email was intended for someone working in the marketing.

Product Update Emails Getting Better


1. Use Visuals in Your Product Update Emails
83% of humans are visual learners.

The source is that number is really difficult to track down, but design firm Alphachimp believes that it is a moot point. Saying that 83% of people are still visual learners is like you are declaring that 83% of people think that the legs make walking easier! The simple fact is that nearly all of humans benefit from the visual aids.

There are so many companies that make use of the visuals to support their product updates but a handful of them really stand out.

Example 1: Buzzsumo

The Buzzsumo uses a screenshot of their product that has features of the update, in this case search filters. This is as simple as it seems, and it is a great starting point for those businesses that are not sending product update emails yet. Active users will understand immediately how the new feature works based on the visual alone, while other users can just read the copy for context.

The Buzzsumo also includes links where the users can view the new feature in action. This update is both accessible and also actionable, which is everything you want in a product update email.

Example 2: Invision

As a company focusing on helping designers, it is not surprising that the Invision‘s email looks so good. But what they have done with the image is actually more than beautiful, it is functional.

Coupled with the short copy that is below it, the image triggers an “aha” moment for an Invision customers who have been searching for a way to improve the collaboration. This is no stock photo it is a static demonstration of how the new feature looks.

2. Be Consistent.
Consistency relies on two mainly important factors:

The Constraints and the Expectations
Here’s what it means.

The Constraints, like a schedule, it actually boost creativity. The Writer James Clear committed to a twice weekly publishing schedule, regardless if he felt like writing or not. That constraint already turned him into a better writer and a very popular blogger.

The Expectations are just the handshake deal you make with your customers when they purchase your product or subscribe to your emails. If you have promised a daily email like Digg, you better don’t fail to send an email every day. And if you have promised a bimonthly newsletter like the Moz, you better not start sending 10 emails every month.

Constraints + Expectations = Consistency

When it comes to the product update emails, it is best for you to commit to schedule. That way, you will be forced to evaluate your product development on regular basis and your customers also will expect to hear from you.

Example 1: Periscope

The Periscope, a data visualization tool, has been sending product updates to me every Monday since I signed up. It’s not new cos i expect them now, and also look forward to seeing what their new features can help me get more value from the product.

Example 2: Zapier

The Zapier make use of the same weekly update strategy.

But because the Zapier has so many partners, and also so many updates, they make use of the email to drive their customers to their site where they can start explaining each in greater detail.

Notice also that the Zapier includes a call to action to do an upgrade for a premium account. This place is perfect to include a strong CTA since the entire body of the email is focusing on increasing the value of the product.

The 3 E-Commerce Mistakes Brands Must Avoid

Startup Stock Photos

The E-commerce is steadily becoming one amongst the most profitable digital ventures that can be undertaken by an entrepreneur. Because of this reason, the market is now very overcrowded with some half baked and some underdeveloped e-commerce concepts that have sink their brand before it can even start to flourish.

1. Inadequate Lead Capturing

To have potential customers visiting your website is no longer enough; each person or customer that visits your website should be leaving you with contactable information so that they will remain a viable lead.

Potential customers have sought you out for a specific reason and you will not let them go cos you need to retain their details so that you do not lose the chance of potential sales.”

There are still various different features that you can use to equip your website with so that you can be enabled to capture your profitable leads. You can make use of a lightbox overlay on the homepage to encourage your potential customer to let down their details and also subscribe to your newsletter.

2. Unresolved Technical Issues

As an e-commerce brand, the website that you own is a digital version of a “brick and a mortar” shop. You would not want to lock the doors of your shop, so that your customers would not be able to enter or to leave a customer waiting outside for twenty minutes outside the shop floor while you are trying to locate their requested product. Leaving some technical issues unattended to that make your website impossible to navigate or to create extremely long load of times is equivalent to damaging to your brand.

It is observed that the most common mistake that is seen in e-commerce brands commit is not the optimizing of website for mobile devices. Transactions on the phones and mobile devices are a huge popular way of shopping this days, and brands should not miss out on the trend because of their technical issues.

There is no reasonable excuse to allow a technical issue remain on your website once you have discovered it. You should always carry out daily checks to make sure that your website is not concealing any hidden bugs.

3. Inconsistent Design

In e-commerce, know this, that your website is your brand, and you will want your brand and its aim to be very clear and also consistent. The reason why customers come to your website because is because they trust your brand and its image, so it is very crucial for you to keep this image consistent. If your homepage embraces a minimal design, you do not need to use a chaotic layout on the pages that are displaying your product.

The platform where your potential customers are making use of in purchasing your product is not the place to do a dazzle just to impress them. You need to keep it simple, and keep your design consistent.

Inconsistent design is one amongst the biggest mistakes of UX, and it can also possibly affect the technical functioning of your website. The animation effects that you use can have different page speeds on different devices and it can even prevent a page from proper loading.

Due to the events that occurred in 2020, e-commerce has become a very essential service in this modern lives. For this purpose, brands need to be aware of these mistakes that can possibly ruin their e-commerce business before it even have a chance to grow.

Other Ways That are Impressive To Deliver Effective Email Campaigns

1. Personalize Your Emails

Even in these our current environment where you’ll want to encourage contacts so that they can open emails, personalization is very valuable for your email campaign. Making use of past purchase behavior to determine the preference of your subscribers, you can personalize the messages you send and create more impactful email campaigns. The sentiment that is in personalization can offer a compelling call to action only if you are sending a highly relevant message that fit their your customer’s unique interests.

2. Implement Marketing Automation Options

Been given the demand to curate quality and also responsive content for your subscribers, if you make use of implementing marketing automation software, it is the exact need of the hour. If you want to avoid negative knee-jerk reaction from your users, you’ll need to use this automation tool to help you set the right content making use of the user’s past behaviour. So, you should consider using these email marketing automation tools to target your audience and also to improve your marketing campaigns effectively.

3. Implement Measurable Analytics

Before you start summarising your email marketing campaign, it is very essential that you measure the results of your campaigns. So, in our today’s world of digital marketing, with a plethora of metrics to be analysed, as a marketer, you can make use of them for your email marketing and gauge for the best results.

Some of the performing indicators that are key like the “click through rates” , “the deliverability rate“, or “the open rate” can address your campaign performance and can identify what works best in your email campaigns. So, by making use of periodic testing for your campaigns, you can gain helpful data to help revise your strategy for you to have a successful email campaign.

4. Finding Out the Best Duration to Help You Reach Your Potential Customers

Lastly, it is of high important that you discover the best time to reach and to email your intended prospects. This factor is vital that it can lend a higher open rate and you’ll get to see significant growth in the building loyalty and the engagement with your target audience. By segmenting your times, you can make use of your email marketing campaign to an optimal level. But this will only come just with the help from analytics which can help you to put yourself in your customer’s shoes and perhaps will also give you the maximum result.


As we have seen so far how the email marketing has the biggest positive impact on revenue and how it is almost twice as effective for businesses, it is very essential to find out the right email strategy.

So, with the mentioned ways above, you can of a certain take comfort in the knowledge and you can create a more impactful email marketing campaign just at your fingertips. So, keeping track of what is working for your organization, the reinvention of your e-commerce business’s strategies, and also boost your success rate in your next email marketing campaign.