Why Email Categorization Matters

A bit of Friday fun, but emails and keyboard warriors affect cultures!..... More than one-third of office workers (38%) said this ‘email fatigue’ is likely to push them to quit their jobs (Forbes) The average office worker receives more than 120 emails daily. No wonder, people suffer from email fatigue! Managing emails is tough, and it is easy to feel overwhelmed, especially since the rise of hybrid working. Emails can be a productivity killer. Many emails steal time and sap energy from teams, preventing them from doing real work. We think sharing information is helpful, sometimes it is, but sometimes it just adds unnecessary tasks onto people's already busy days. On the flip side, email updates can be effective; they can minimise other productivity killers: meetings. We cannot completely get rid of email; it’s a necessary communication tool, especially with new ways of working. However, there are ways we can make it easier for people! I came across this tip from Razzetti, it is not evolutionary but effective. Add one single word to your email subject to drive clarity. He suggests categorising your message will help recipients understand what’s expected of them — and how critical (or not) is for them to reply. Here’s how the different categories could work: “URGENT” — Something requiring immediate action or attention. Important to note that in the business world, there’s a tendency to categorise everything as ‘urgent.’ If the recipient doesn’t intervene, the damage could quickly escalate. “FEEDBACK” — Items requiring input, reaction or approval to advance a project. Without this person’s feedback, the project could get stuck. “OPPORTUNITY” — Unexpected events presenting possibilities for the other person to do something. This category includes a way range of opportunities: training, new business etc. “UPDATE” — Status report or latest information about a specific project. The frequency and depth of these updates need to be agreed upon by the team members. Some people want to know everything; others like to share just vague headlines. The team needs to establish a common practice on what and how to report. “FYI” — Updates that don’t require the recipient to take any action. Important to note: emails shouldn’t be used to cover your back. So, before sending these types of emails, ask yourself: Do I need to share this information? Will it help the other party or am I just cluttering their inbox? “INSPIRATION” — Material that will provide tools, information, data or experiences to help the other person do a better job. This is content that is important but not urgent like TED talks, or a recent research study. Both learning and being inspired play a key role, but shouldn’t become a distraction from taking care of things that need to happen now. Razzetti suggests adding just one of those words (in CAPS) at the beginning of the subject. It will help recipients understand why they should care about your email. Might be worth a try?

Emails that build real connections 🤝 I'm sure nobody likes those emails that sound like they were written for “everybody.” If your email starts with “Hi there” and ends with “Let me know if you’re interested,” you’ve probably lost the reader before they get halfway. When it comes to email campaigns, a personal touch is what makes people care. One thing that has changed the game for me is learning how to categorize leads properly and write to people based on who they are and what they care about. For example: A real estate agent should not send the same message to first-time buyers, investors, and sellers because these categories of people have different needs, different pain points, and different expectations. Tools like GoHighLevel, Mailchimp, and ActiveCampaign make categorizing leads easier with features like lead tagging and segmentation. With these features, you can group your contacts and then send emails that feel like they were written just for them. Same business, but the buyers are on different journeys, and trust me, the results will not be the same, because the message will feel like it was written just for them. No more “Hi there.” More of “Hi Angela, here’s what most first-time buyers don’t know about closing costs.” This is the kind of email that feels good to read, because it doesn’t feel like marketing, it feels like a conversation. So, if your leads are not responding, maybe it’s time to stop sending one-size-fits-all emails and start segmenting and writing like a human. Email still converts; the question is: how are you personalizing your emails? Let me know if you need help setting up or improving your email campaigns. #emailcampaign #realestateagent #ghl #crmautomation

Checked my spam folder yesterday and found SO MANY DTC brands that used to be in my promotions tab. Even found double opt-in messages in there. Seems like Google/Yahoo updates are working hard to protect consumers from receiving unwanted messages 👏 For us, email marketers that means taking time to update our sending strategies and tighten the engaged segments. If segmentation was not your top priority before, it definitely should be now! Segmentation allows you to target people based on their intent, their interests, the stage of their customer journey, demographics, location and more. Some basic tips: 1. Check your flow filters. Make sure that people are not receiving your Browse, Cart and Checkout Abandonment flows all at the same time. Think about whether people in your Welcome or Thank You flows need to receive your email campaigns. 2. Make sure to send to your Engaged Segment only. And remember, Open Rates are not the true indication of engagement. 3. Send relevant content. Engaged segment is great, but imagine how many different customer personas are there! You have VIPs, prospects, one-time buyers, low AOV, high AOV, and discount shoppers - they all resonate with a different message. So take the time to really look at your audience and craft compelling offers for them. 4. Send more text-based emails. It is not a secret that text-based emails tend to land in the inboxes more frequently than the image based. So utilize that knowledge, especially if you need to fix your reputation among inbox providers. Plain text emails have the power to stand out among the other promotions tab messages and feel much more personal than the image-based sent-to-everyone flashy email. 5. Clean your list and set up proper exclusion segments. Remove spam trap accounts, unengaged, chronic bouncers, and those who have long story of not opening. What else will you add here?

🚨 WHY YOUR EMAIL METRICS AREN'T TELLING THE WHOLE STORY (ESPECIALLY THIS BLACK FRIDAY) 🚨 A recent conversation with a potential client brought up a familiar pain point: despite all the effort their team puts in, email metrics like open rates, click-throughs, and unsubscribes are still not hitting the mark. But here’s the thing: traditional metrics ALONE don’t reveal the full picture. At Enflow Digital, we take a different approach with what we call the THE ENFLOW CUSTOMER DYNAMIC METHOD. Instead of treating your email list as one big, faceless group, we break it down into 6+ SEGMENTS based on how many times each subscriber has purchased: 1️⃣ Never purchased 2️⃣ One-time buyers 3️⃣ Repeat buyers (2+ purchases) … up to those loyal customers with 6 or more purchases. Why does this matter? Because each segment tells a different story about where the REAL opportunities lie. 🔍 For example: - High percentage of non-buyers? We’ll focus on nurturing them with targeted automations. - Mostly one-time buyers? We’ll look at what’s missing—better product education, perceived value, or something else? - Strong repeat buyers? Now we know we’re on the right track and can amplify that momentum. 💡 THIS KIND OF SEGMENTATION IS GAME-CHANGING. It takes us from guessing what’s going wrong to strategically identifying where your brand’s greatest revenue potential actually is. So, if your email campaigns feel like they’re underperforming, maybe it’s time to look beyond the metrics and into the customer journey itself. This Black Friday, let’s make every email count. Because understanding your audience segments is where the real power is. 👇 Curious how this works? Drop a comment or DM me! 👇 #BlackFriday #EmailMarketing #EcommerceGrowth #CustomerJourney #EnflowDigitalMethod #MarketingStrategy #RetentionMarketing

“This brand sends an email every. single. day.” Sounds insane, right? But here’s the kicker: Unsubscribes are low. Engagement is high. And revenue’s never been better. So what’s the trick? Smart segmentation: We’re not blasting all 300,000+ subscribers daily. That would be a great way to torch deliverability. Instead, we’re slicing the list by: - Buyer behavior - Engagement levels - Product category interest - Past purchases - Sale sensitivity Some subscribers get 2 emails a week. Others get 10. Because each email they get actually matters to them. That’s the difference between “email overload” and a finely tuned revenue engine. Personalization at scale isn’t just possible, it’s the reason this 8-figure brand keeps growing without burning out their list. It’s not about sending less. It’s about sending smarter.