Personalize content in emails

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A single opt-in does not always guarantee that the user will want to receive regular messages from the brand. However, a confirmation email lets potential customers know that the company can offer them some ongoing value. Clicking on the button is a signal that the user is interested in the brand and may become a regular customer in the future.

The relevance of the email is a key factor that influences the decision to click on a link in an email. To increase relevance, segment your customer base. For example, by purchase history, demographic data, interests, the most popular product groups.

The more precisely you segment your subscribers, the more architects email database personalized your emails will be. The audience will understand that the brand takes into account user requests and adapts the newsletter so that it brings maximum benefit.



Let's say a shoe brand has determined that a customer is often interested in discounted sneakers. In the next letter, such a subscriber receives a relevant message with a button to go to the desired section of the catalog

Keep your message brief
As a rule, letters in e-mail newsletters are read quickly, catching the eye on key words and phrases. The shorter the message in the letter, the easier it will be for the user to make a decision and perform the target action.

The optimal length of a concise and short letter is no more than 200 words. This volume of message will help quickly convey the USP to the subscriber so that he does not get tired of delving into its meaning.



Short and concise copy increases the likelihood that a subscriber will click on a call to action button.

Add an engaging CTA
A call-to-action helps increase CTR, which does not call for a purchase, but rather works to engage the audience. For example, you can offer them:


subscribe to blog articles;
take part in a quiz;
go to the page with comments and discussions;
leave a review about the purchase or the company;
see a blogger's review of the brand's product.



Such an engaging CTA works well for engagement: the subscriber gets acquainted with the brand’s assortment through interesting content

Set up a schedule for sending emails
Set up your email frequency to meet your subscribers' expectations. Sending too many emails in a short period of time can put you in the spam folder. Choosing the wrong time to send your email can cause it to get lost among other emails.

There is no universal formula that would help calculate the ideal sending schedule. It is important to experiment and find out at what time subscribers open the newsletter most often.