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Hi, {{first_name|friend}}. 👋
Welcome to Issue #175 of All About Email!
Last week, we concluded our look at “Email Flow Basics”.
This week, we look at tips for “building consistency” in email marketing.
Let’s go! 👇
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Tips for Building Consistency in Email Marketing
A surefire way to end up in the spam folder and have poor engagement:
Building email campaigns without a strategy.
Blasting your entire email list at random intervals.
🧠 Having an email strategy will help you build consistency in your email marketing.
So, {{first_name|friend}}, we know emails should not be built in a silo. They should be part of your overall marketing strategy/lifecycle.
🤔 So, what can we do to build more consistency in our emails?
Email can be such a blast. 🤭
Email Checklist
Make it Timely - This is about consistency and the frequency of your campaigns.
Make it Useful - Before you send that email, review your content. Can it be improved?
Make it Actionable - Every email should have a clear CTA (but not too many).
Make it Personal - Use data to personalise emails to help increase conversions.
Subject Line & Preview - Keep subject lines short and utilise Preview text. Use emojis if appropriate.
Find your Prime Time - Analyse your data to discover the best day and time to send emails to your audience.
Optimise for Mobile - Make sure your emails look good on mobile, as most emails are opened initially on mobile devices. **
Be Yourself / “On-Brand” - Don’t try to be something you’re not. Be aware of trends, but make them your own, and don’t force them if they don’t work.
And most importantly…Test!
** 🌓 Bonus points for Dark Mode optimisation.
Testing, Testing!
Test your emails! We all make mistakes, but we can avoid some.
Check spelling, punctuation, and grammar.
Check your links and merge tags work.
Check how emails look on mobile.
Check how emails look in different inboxes.
Check Dark Mode.
A/B Test
Multivariate test if you are feeling spicy 🌶️
These tests aren’t exhaustive, and what you test will depend on your ESP and your business goals.
🛠️ Tools like Litmus and Parcel offer “Inbox Previews“ to test how your emails might look in different email clients and dark mode.
⚡️ Grammarly is excellent for spelling, punctuation, and grammar (and more these days).
List Hygiene
One last thing: "List Hygiene”.
Over time, engagement rates will drop.
📉 A sudden drop in engagement means something is up, and you might need to clean your audience:
By re-engaging with inactive users
Deleting inactive users
Many recommendations are to clean your list every 180 days or possibly every 90 days.
💡 (These times serve as guidelines and are influenced by your sending frequency.)
❤️ You need to care about List Hygiene because ISPs will notice when emails have poor engagement, and then you can get a poor sender reputation, and ISPs can start adding emails to spam.
Some Tips to Re-Engage:
Segment Inactive subscribers.
Send a campaign to just these subscribers.
Delete those subscribers who haven’t opened or clicked (or a combination) the re-engagement campaign.
🚨 Those tips are very basic, and there is a lot more nuance and segmentation involved.
Remember, {{first_name|friend}}, this mini-series only allows me to cover topics in so much detail, and I have covered re-engagement in much more detail in the past, and I will be doing so again soon.
Further Reading
📰 As part of our mini-series, each topic covered might include additional reading resources for building the workshops and these emails.
This week’s resources on “Building Consistency“ are:
A lot of ESPs now have internal guidance for this with AI.
Parcel for Dark Mode and other testing.
Three things to know before cleaning your email list.
Cleaning Email Lists: A Guide to Better Engagement and Deliverability.
That’s it for this week 👋
⏭️ Next week, our series continues as we look at “Measuring Performance” in email marketing. It’s a big topic that will take a couple of weeks to cover.
See you next week! 😀
Sponsorship Opportunities
🚨 If you’re interested in sponsoring the “All About Email” newsletter, you can find all the details in this Google Doc. I currently have “Classified” slots and a Main Sponsor slot available.
Email Marketing News & Tips
This week's excellent and insightful email news & tips:
Custom GPT - Whether you're just starting or looking to scale, this custom GPT delivers battle-tested strategies to expand your subscriber base, optimize engagement, and maximize revenue. (Beehiiv)
Spam Data - Are Complaints Weighted? (Word to the Wise)
Engagement - How, When, and Where to Engage With Your Newsletter Community. (Inbox Collective)
Mortal Kombat - Single opt-in vs. Double opt-in. (Email Advice In Your Inbox)
Building Consistency 😉 - 8 Tips for Successful Email Workflow Management. (Litmus)
Purchased Lists - Updated guidance for 2025. (Spam Resource)
DMARC Adoption - A Deep Dive into the Current State of Email Authentication. (Validity)
Email Strategy - To Suppress or Not Suppress: That Is the Question. (Elizabeth Jacobi)
Something’s Missing - Do you have a Subscriber Lifecycle automation set up for your email program? (Travis Hazlewood)
Too Many Candles - Don't burn your subscribers! Let 'em choose their own preferences! (Alison Gootee)
A Place to Start - Diagnosing Hard Bounces. (Word to the Wise)
State of Email 2025 - Latest Trends and Statistics in the Email Newsletter Industry. (Beehiiv)
If you have a question about this email or email marketing, reply, and I will answer you as soon as possible.
I hope you have a great week! 👋
