Email & SMS

3 Emails You Should Be Optimizing Right Now

By Tinuiti Team

It’s estimated that there will be over 333 billion emails sent and received daily by the year 2022 (Statista, 2018). That’s a LOT of email. So how do brands stand out in the inbox? By delivering the right message to the right subscribers at exactly the right time. But getting it “right” requires an ongoing focus on testing and optimization. 

Expert Email Optimization Tips

If your brand has an established email marketing program, you’re probably already mailing basic behavioral triggers such as Welcome, Abandoned Cart, or Post Purchase, but if you haven’t been updating these triggers for optimal performance, they might be underperforming.

Read on for steps to improve these key automated campaigns for maximum impact.

Welcome Email

The average open rate for a Welcome email is more than 4x that of all other marketing emails (GetResponse, 2017). It’s the perfect opportunity to begin building a relationship with your new subscribers, introducing them to the most important aspects of your brand or product, and enticing them to make their first purchase. You have their attention, so take advantage of it.

Optimization Tips:


Abandoned Cart

Bargain hunters shop multiple sites to find the best deals, and it’s not uncommon for online shoppers to use their cart as a wishlist. While an Abandoned Cart message offers a timely reminder for the items shoppers have left behind, it’s also an opportunity for you to include additional information like customer reviews, shipping incentives, or return policy details to remove friction from the conversion process and motivate purchase.

Optimization Tips:


Post Purchase

Post Purchase emails have the highest read rate of any email type at 44% (ReturnPath, 2018). While typically not huge revenue drivers, they’re a great opportunity to build on that relationship you’ve started with your customers and turn them into loyal fans and advocates. In addition to standard transactional emails, you should be sending any helpful product education such as user guides and how-to videos as well as requests for product reviews and referrals (but be sure to give them enough time to actually use the product before you ask for a review).

Optimization Tips:


Over 75% of email revenue is generated by triggered campaigns but you shouldn’t just ‘set it and forget it’. Test, test, test. There is no one size fits all rule when it comes to email. Consider testing content, cadence, timing and offers to find what works best for you.

By continuously testing and optimizing, you can maximize the engagement and revenue potential from these heavy-hitting emails and really create a personal relationship with your customers that stands out in their inbox.

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