Are you willing to alienate people who disagree with your opinion? Sure, not everyone who disagrees with you will unsubscribe. But if you can’t take the risk of alienating a large portion of them, it’s better to avoid the topic. The only exception are friendly disagreements. For example, it can be a good idea to show your support for a specific sport team, even if you know many in your audience like another team. As long as they don’t take the sport very seriously, it can be just a fun thing to talk about. I could, for example, tell that I’m more of a dog person (we have two dogs) than a cat person. I have nothing against cats, but I like walking with dogs. I doubt almost any cat person will hold that against me.
Sometimes low-hanging fruit is as easy as it looks. Personalizing emails, as well as segmenting them—a marketing technique that teases out your subscriber list to send relevant emails to specific subscribers—can offer significant returns. Segmenting emails allows you to target specific groups of subscribers, which leads to substantial increases in click-through rate.

Whenever possible, add a personal element to your emails. Most email tools allow you to enter shortcodes that will be replaced with the recipient’s name when the email is sent out. Emails from Treehouse Co-Founder Ryan are always fun and personal. The subject lines are creative, messages are sent "from" Ryan's email address, and the content is personalized. If you reply to the mail, you'll even get a prompt response from Ryan himself!
Think as well about the kinds of metrics you're evaluating. You probably know that interaction with email campaigns is measured through open and click-through rates. While it's meaningful to review email response in this way, if this is all you measure, you're missing the bigger picture of the value of email to your company and its customers. These rich metrics in the email are great. However, there is a distinction must be made between:
With marketing automation in place, it’s tempting to “set it and forget it” when it comes to email marketing. But, just like life, what you get from email marketing depends on what you put into it. The best way to maximize your gains is to pair a great marketing automation system with a robust email marketing strategy that reflects your customers’ needs and the buyer journey.
Customers demonstrate the potential to become more valuable customers. These are profitable when assessed in terms of lifetime value, but the number of product holdings or current value is relatively low compared with the group above. Recommendations about relevant products based on their purchasing and browser behaviour can be an effective approach with this segment.

Not only is InVision's newsletter a great mix of content, but I also love the nice balance between images and text, making it really easy to read and mobile-friendly -- which is especially important, because its newsletters are so long. (Below is just an excerpt, but you can read through the full email here.) We like the clever copy on the call-to-action (CTA) buttons, too.


First of all, BuzzFeed has awesome subject lines and preview text. They are always short and punchy -- which fits in perfectly with the rest of BuzzFeed's content. I especially love how the preview text will accompany the subject line. For example, if the subject line is a question, the preview text is the answer. Or if the subject line is a command (like the one below), the preview text seems like the next logical thought right after it:
The terms ‘aim' and ‘objective' are often used interchangeably. However, they are not the same. Aims are an overarching end goal (and are usually specific). Objectives are steps along the road to that goal (and can be a bit more flexible). Aims are long-term outcomes, while objectives are short-term targets. Different objectives work towards different purposes. For example:
Location: Businesses that offer local service, such as a lawn service company, obviously need to target local customers, but regional, national, and global companies can also benefit from location-based personalization. Consider running special campaigns for customers in a specified location based on regional events or what’s happening at your local office.

Messages which require online action work better in email than DM (direct message on social media), whereas calls-to-action to text to a shortcode or download a mobile app work fine within a DM. RFM and response analysis will indicate channel preference since customers with a preference for specific online channels will be more responsive in them and will make more purchases online.


If you're doing something right, and it's making an impact, your competitors will pick up on it. If your competitors start changing their own strategies and tactics, and if it seems like they might be doing this in response to your campaign, it's worth looking into. Identify your main competitors and analyse how their own email messaging has changed (if at all) during your campaign.
Effective email marketing campaigns are designed for all devices on which users can read their emails -- desktop, tablet, and smartphone. Email campaigns that are designed for mobile devices are especially important -- a quality known as "responsive design." In fact, 73% of companies today prioritize mobile device optimization when creating email marketing campaigns.
Are you willing to alienate people who disagree with your opinion? Sure, not everyone who disagrees with you will unsubscribe. But if you can’t take the risk of alienating a large portion of them, it’s better to avoid the topic. The only exception are friendly disagreements. For example, it can be a good idea to show your support for a specific sport team, even if you know many in your audience like another team. As long as they don’t take the sport very seriously, it can be just a fun thing to talk about. I could, for example, tell that I’m more of a dog person (we have two dogs) than a cat person. I have nothing against cats, but I like walking with dogs. I doubt almost any cat person will hold that against me.
Think as well about the kinds of metrics you're evaluating. You probably know that interaction with email campaigns is measured through open and click-through rates. While it's meaningful to review email response in this way, if this is all you measure, you're missing the bigger picture of the value of email to your company and its customers. These rich metrics in the email are great. However, there is a distinction must be made between:
Part of the problem is that people are confused about the difference between ‘strategy' and ‘tactics'. It's essential not to get these two confused. They are related – tactics are a vital part of what makes a strategy work – but they’re not the "be all and end all." Too many people neglect a full and comprehensive strategy in favour of a bunch of loosely-connected tactics. So, to recap:

Their email marketing strategy and plan was to optimise their email subject lines because this was the first place that their customers would engage with. To do this, they used an AI generating subject line tool called Phrasee. There are plenty of increasingly sophisticated AIs out there which can do this kind of thing. Phrasee worked for Dominos because it capitalises upon being specific to brand voice, and is optimised to drive action.
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