Email Marketing That Doesn't Feel Like Spam

Email delivers $36 for every $1 spent—the highest ROI of any marketing channel. But only if people actually open your emails.

The Unsubscribe Test

Before sending any email, ask: "Would I unsubscribe if I got this?"

If yes, don't send it.

This simple filter will improve your email program more than any tactic or tool.

The Emails That Actually Work

Welcome Series (3-5 emails)

• Email 1: Warm welcome, brand story
• Email 2: Best-seller highlights or how-to content
• Email 3: Social proof and reviews
• Email 4: First-purchase incentive

Post-Purchase

• Shipping confirmation (highest open rate you'll ever see)
• Delivery follow-up
• Review request (7-14 days after delivery)
• Replenishment reminder (based on product lifecycle)

Win-Back

• "We miss you" at 60 days
• Incentive offer at 90 days
• Last chance at 120 days

Frequency: Less is More

The data is clear: sending more emails generates more revenue... up to a point. Then it craters.

For most brands:

• 1-2x per week maximum for promotional emails
• Transactional emails don't count against this
• Segmented emails to engaged subscribers can go higher

Subject Lines

Your subject line is 80% of whether someone opens. What works:

• Curiosity: "The one product we couldn't keep in stock"
• Specificity: "Your order ships tomorrow"
• Urgency (real): "Sale ends at midnight"

What doesn't:

• ALL CAPS
• Multiple exclamation points!!!
• Fake urgency
• Clickbait that doesn't deliver