Strategies For Engaging Consumers Through Email Marketing

An ecommerce company recently approached my team to do an email audit as they were facing challenges with low open and click-through rates. After analyzing their email account, here are our main recommendations to revive their email marketing channel: 1. Strategic Email Segmentation: Currently, your emails lack personal relevance due to a one-size-fits-all approach. This is a crucial area to address. Action Plan: Implement segmentation based on purchase history, engagement levels, browsing behavior, and demographic information. 2. Personalized Content Creation: Generic content won't cut it. Your audience needs to feel that each email is crafted for them. Action Plan: Develop emails specifically tailored to the different segments. This includes curated product recommendations, personalized offers, and content that aligns with their interests. 3. Subject Line A/B Testing: Your current subject lines aren't doing their job. You need to be implementing ongoing A/B subject line tests, as this is low-hanging fruit to improve your open rates. Action Plan: Regularly test different subject line styles and formats to identify what resonates best with each segment. Keep track of the metrics to inform future campaigns. 4. Mobile Optimization: A significant portion of your audience reads emails on mobile devices. Neglecting this is causing a decrease in your email engagement rates. Action Plan: Ensure all emails are responsive and visually appealing on various screen sizes. Test your emails on multiple devices before sending them out. Additional Campaign Strategies We Recommend: - Launch a Monthly Newsletter: This should include new arrivals, style guides, and user-generated content. It’s an excellent way to keep your brand in the minds of your customers. - Seasonal Campaign Integration: Tailor your campaigns to align with holidays and seasons. This approach can significantly boost engagement and sales during key periods. - Re-Engagement Campaigns: Specifically target subscribers who haven't interacted with your brand recently. Offer them unique incentives to rekindle their interest. Next steps: 1. If you found this helpful, please leave a comment and let me know. 2. If you own/run/work at an Ecommerce company doing at least $1 million in annual revenue, message me so my team can audit your email channel to see if there's a good fit for working together.

I've run hundreds of email account audits, and I always see the same mistakes. Here are the "5 Deadly Sins" that are killing your email performance – and how to fix them. MISTAKE #1: TOO MUCH EMAIL VOLUME When it comes to email marketing, engagement is far more important than list size. Sending too many emails can overwhelm your subscribers, leading to lower engagement rates, increased unsubscribes, and damage to your sender reputation. This turns into a “boy who cried wolf” scenario, where too much volume results in your messages getting ignored or sent to SPAM. THE FIX: Focus on quality over quantity. Prioritize sending valuable content at a steady cadence rather than hitting an arbitrary volume target. MISTAKE #2: NOT SEGMENTING YOUR AUDIENCE If you’re still sending “email blasts” in 2024, you’re gonna have a bad time. Sending the same email to your entire list without considering a subscriber’s unique needs or interests is a recipe for terrible engagements, sales, and unsubscribe rates. THE FIX: Segment your list based on demographics,interests, or behaviors. Send hyper-personalized content to maximize relevance and improve conversion rates. MISTAKE #3: WEAK OR MISLEADING SUBJECT LINES Using vague, spammy, or clickbaity subject lines is an absolute no-no. If your subject line is unclear, it’s not getting opened. If it makes a promise that your content doesn’t deliver on, your subscribers will lose trust, killing your future engagement metrics. THE FIX: Craft subject lines that are both clear and compelling. Set expectations for what’s inside and make sure the email content follows through on that claim. MISTAKE #4: IGNORING MOBILE OPTIMIZATION Current estimates suggest that around 60% of website visits take place on mobile devices. Similarly, studies have shown that around 40-60% of email opens happen on mobile. So, why do so many brands invest thousands in mobile optimization for their SITE, and almost nothing in optimizing their EMAILS? THE FIX: Use responsive email templates that adjust to any screen size, and always test how your emails look on mobile before sending. MISTAKE #5: FAILING TO ANALYZE PERFORMANCE For many brands, email marketing is an item on a to-do list that just needs checked off. If you’re not running a post-send analysis to determine what’s working and what’s not, you are absolutely leaving money on the table. THE FIX: Analyze your email marketing metrics on a monthly basis to understand what’s working and use that to drive further experimentation and optimization. I see these mistakes in every single account I audit – and it KILLS me. Get these low cost, high impact opportunities dialed in and you’ll dramatically improve your results.

Email too much, and you annoy your customers. Email too little, and they forget about you. Find the right balance 👇 → Where Most Dispensaries Get It Wrong X Emailing Only When There’s a Sale: If the only time customers hear from you is during a discount, they’ll start expecting lower prices and stop buying at full price. X Blasting Every Customer With Every Email: Not every customer wants the same content at the same frequency. Sending too often to inactive customers can damage your email deliverability. X Not Testing Frequency at All: Many dispensaries guess at their send schedule instead of testing what actually works for different segments. → How to Optimize Your Email Frequency 1. Segment Customers by Engagement > High-engagement customers (open rate above 30%) can receive 2-3 emails per week without issue. > Moderate-engagement customers (10-30% open rate) should get 1-2 emails per week. > Low-engagement customers (less than 10% open rate) need win-back emails, not constant promotions. 2. Match Frequency to Buying Cycles > Daily shoppers might appreciate frequent updates on new arrivals. > Casual shoppers might prefer a weekly digest of deals and recommendations. > Lost customers need less frequent but high-impact emails with compelling reasons to return. 3. Monitor Unsubscribe & Spam Complaint Rates If unsubscribes spike after a specific email, that’s a sign you’re sending too often or to the wrong segment. If open rates drop below 15%, scale back or improve subject lines. 4. Test & Adjust Regularly Try sending one extra email per week and measure if engagement improves or drops. Compare sales data—are more emails leading to more revenue, or just more unsubscribes? → Try This & See the Difference Look at your email send frequency over the past month. Are you emailing different customer segments strategically, or just guessing? Test a small adjustment in frequency and track the impact on sales and engagement. If you want a data-driven email strategy, Tact Firm specializes in optimizing dispensary emails for maximum retention. Let’s get your frequency dialed in.

Email still delivers strong ROI. What’s changed is how leading teams are using it. Here are 7 modern and practical email strategies you can use now and into 2026. 📩 1. AI-Driven Decisioning An example is “next best offer.” Use real-time, historical, and behavioral data to determine the most relevant content, offer, or CTA. Instead of sending the same message to everyone, tools like Movable Ink personalize content based on what users have or haven’t done. 📈 2. Product-Led Lifecycle Messaging Trigger emails based on what users do inside your product. If someone signs up but doesn’t activate, send a reminder. If they complete onboarding but skip a key feature, follow up. Email becomes part of the product experience. 🧱 3. Modular Templates + Guard Rails Stop building emails from scratch. Modular templates let teams assemble emails using approved, no-code blocks. Platforms like Knak help you move faster while staying on brand and rendering correctly across devices. 👁️🗨️ 4. Inbox Retargeting & Re-engagement If someone opens and scrolls but doesn’t click, you can adjust the next email. These behavioral signals help guide follow-ups. A scrolled-but-no-click email may call for a stronger CTA or tighter copy. 🧪 5. Automated Experimentation Go beyond A/B tests. Today’s tools can test dozens or even hundreds of variations at once, subject lines, images, layouts, and more. Platforms like OfferFit by Braze optimize automatically to drive better performance. ⏱ 6. Real-Time Triggers Send the right message the moment someone takes action, like signing up or abandoning a cart. It only works if your data flows smoothly and your systems are well-integrated, but the results are worth the effort. 💰 7. Revenue-Based Measurement Connect email to pipeline and revenue. If your data and attribution are in place, you can measure how nurture programs or product launches actually impact the business. Which do you think is most effective? What would you add? PS: Be sure to check out Knak to scale your email efforts, link in the comments. via Nick Donaldson #marketing #martech #marketingoperations #email

People don’t want another blast email—they want to feel like you’re talking to them. Marketo’s personalization tools help make each interaction unique, genuine, and relevant. Tools within Marketo to Personalize Your Outreach: 1. Dynamic Content Blocks: Dynamic content lets you tailor emails with the right message, image, or offer for each group. It’s especially useful for customizing specific sections within a single email while keeping the rest consistent. 2. Tokens for Personalization: A little personal touch, like a name or company mention, goes a long way. Tokens can be added across all folders by setting them at the top level or customized at the program level for maximum flexibility. 3. Behavioral Triggers: Timing is everything. Set up triggers based on actions like page visits or clicks to ensure you’re reaching out when your audience is most engaged. 4. Lead Scoring: Lead scoring helps you prioritize and deliver the right content at the right time, tailored to each lead’s journey. You may also want to bring in data from your ABM tool for this. What You Can Personalize: 1. Name: Start with the basics—everyone loves seeing their own name. 2. Geolocation: Context matters. Personalize based on region or city to show you understand their specific needs or local interests. 3. Persona: Tailor messages to different buyer personas, ensuring each one feels like it’s made just for them (because a CFO and a VP of Sales aren't interested in the same thing). 4. Images and Visuals: Swap out images based on location, industry, or interest to make your content feel relevant to each recipient. 5. Content Recommendations: Use browsing history or past interactions to recommend the next best asset. 6. Product or Service Interests: Send personalized messaging around the particular products or services each lead has shown interest in, making it feel like you’re offering a solution just for them. 7. Engagement Stage: Adapt your content based on where they are in the buyer’s journey, from awareness to decision-making. This ensures each message aligns with their current needs and level of interest. Again, your ABM tool might be helpful here. 8. Company Name and Industry: Recognize the lead’s company or industry to show that you understand their business context and challenges, especially useful for B2B audiences. 9. Past Purchases or Transactions: Make returning customers feel valued by referencing past purchases or transactions. This can work wonders for upsells, cross-sells, and loyalty programs. And don’t forget—this customization can be extended to landing pages too! Consistent, seamless experiences make all the difference. In today’s world, personalization isn’t just a nice-to-have—it’s how you build real connections. With Marketo, you’re not just sending messages; you’re creating relationships that feel authentic and worth investing in. #marketingoperations #marketingops #personalization #emailmarketing #landingpages #marketo

I've generated nearly $100M in revenue through email marketing. Here are 5 drip email campaign examples you can steal today. 1️⃣ The "Welcome" Drip It sets the tone for your relationship and establishes trust. The goal is to make a great first impression and welcome them to your community. You could include: • A personalized message from you or your team. • An explanation of what they can expect. • Links to helpful resources. • A promo code or special offer for their next purchase. • Request for feedback. • A CTA to join social channels. 2️⃣ The "Product Launch" Drip A series of emails designed to spark interest in a new product or service. • Hook them with a brief intro in the first email. • Build excitement with detailed benefits in follow-ups. • Seal the deal with a special offer in the final email! 3️⃣ The "Abandoned Cart" Drip This should be self explanatory, but incase it's not, here's how it works: • When a customer abandons their cart, they receive a series of automated emails over a period of time (usually a few days). • These emails encourage them to come back and complete their purchase. • They typically include special offers or discounts, and may even feature the items that were left in the cart as a reminder. 4️⃣ The “Re-Engagement” Drip This type of campaign is designed to win back customers who have become inactive. There are a few key elements that make this type of campaign so successful: • Highly personalized, with messages that are tailored to the individual. • The content must be relevant to the customer and their current situation. • They need to be timely in order to be effective. 5️⃣ The “Lead Nurturing” Drip Email Campaign Use this campaign to build relationships, inform prospects about your offerings, and convert them into customers: • Identify valuable content for your target audience. • Craft a series of emails to deliver it over time. • Include CTAs to guide subscribers through the buyer’s journey. Drip campaigns are a powerful way to engage with your customers. With a few tweaks, you can tailor these 5 examples to fit your brand. Keep testing and refining to ensure every customer feels valued.