25 Email Marketing Strategies

What is a Drip Campaign?

Drip Campaign

Marketing automation company Pardot shows an overview of a drip campaign.

See the full infographic.

A drip campaign is a sequence of emails that are sent out based on the behavior of the customer in the specific time they are in the funnel.


Do Drip campaigns work?

According to research collected by the team behind the email-marketing suite Emma, relevant targeted emails produce 18-times more revenue than globally-broadcasted ones. Perhaps that’s not so surprising since they also found that people who read your drip emails are far more likely to click the links in them, with an 119% increase in click rate from drip emails.


Email GIF - Find & Share on GIPHY

When should you use a drip campaign?

A drip campaign is an umbrella that many funnels are created under, below are 10 funnels that companies use a drip campaign to cover.


  • Nurturing Leads
  • Welcoming
  • Onboarding
  • Abandoned Shopping Carts
  • Recommendations
  • Renewals
  • Confirmations
  • Engagement
  • Courses
  • Unsubscribes


These are 25 strategies you can cover when doing a drip campaign for any of the 10 funnels mentioned above.


Email Campaign

  1. Use Different “from” addresses to build rapport

How many people work at your company?


Even if that’s the case there is no shame in that!


We all start somewhere, this hack is pretty nifty, as it builds rapport with your customers plus credibility as a company


Simple and straightforward, when emailing your customers about a different aspect of your business whether it’s a technical upgrade or a milestone being reached or an invoice.


Make sure you email them as different individuals, make sure for technical issues you have specific email lets [email protected] for argument’s sake as the point of contact for any technical issue a customer might have.


That builds rapport with customers whenever they have a technical problem they know James is their man and he’s the guy that solves their problems since they’ve had encounters in the past.


Plus they receive his emails every couple of weeks regards about product features and upgrades etc.


Now invoices you might have a lady called [email protected] your customers now when it comes to financing related questions they have to email Rachel as her name is the one on all the invoices they receive.


This is a simple strategy to build credibility and rapport with your customers, it’s a simple hack to build a personal touch with your customers.

       2. Send someone else’s content


Email Campaign


This strategy is one that shows customers you honestly care about them having the best content out there.


If you’re willing to send out someone else content that you think your email subscriber list might enjoy, then your email strategy is a winner.


Sending out someone’s content to your customers proves:


  • You actually care about your customers and want them to benefit from the best content out there.
  • Shows you have your customers best interest over your own.
  • You show that you prioritize your customers need anything else.
  • In addition to it being a great way to building rapport with other sites.
  • Plus great content is pretty hard to write lol.


Try it and see what your subscribers say.


I’ve done it several times and have only heard positive feedback on my email list.

       3. Design for Thumbs


More than half emails in the world are read on mobile today.


Design your emails CTA to be as clear as the sun on mobile, making sure you’re utilizing all the screen landscape, allow the CTA to be seen/clicked easily.


In addition to making sure your using responsive layout before doing anything else.


Assume your CTA will be clicked on a mobile and optimize for that moving forward on your email marketing efforts.



       4. Avoid Spam Trigger words


Webmail services are getting better and better at filtering out marketing content.


Taking Gmail as an example is great at filtering out spamming content and having all your hard work sent to “social” “promotions” and even under “Junk”.


You certainly want to avoid that rabbit hole, by avoiding spammy keywords that trigger these webmail algorithms to throw your emails in folders other than your email subscribers inbox.

Keywords to avoid:-


  1. “Earn $”
  2. “Work from home”
  3. “Miracle”
  4. “Meet singles”

     5. Use the power of P.S


According to CopyBlogger, a P.S line is something many readers tend to remember after reading an email.


Such a line stands out, due to it being located at the end of the email body being the last thing a reader reads in your email.


Plus it’s located outside the body of content in your email, which makes the reader associate it with something other than an email.



      6. Write your marketing emails like your writing to your mates



“Marketers ruin everything” – Gary Vee


Interesting phrase by a chap that runs a marketing agency, oo well.

Back to the content of this blog. When was the last time you’ve had a mate say I love those ads I get on youtube prior to watching a video, or those in content videos that ruin your experience?

No one right?

The reason behind that is people hate being marketed to. So don’t approach people as marketers but rather as a friend and try to have a 2 – way dialogue between one another like a mate you’d be speaking to you in a coffee shop.


I know this point is a cliche and you’ve read it before, but still, people tend not to follow this rule, just try it out, email your customers like you’re speaking to your mate and see how they respond.



      7. Use CoSchedule Headline/Subject Line Analyzer



Subject Lines are a necessary evil and you have to be good at writing them.

No point writing a kick ass email and having no one reading it.

I suggest trying CoSchedule’s headline analyzer, it reads the character count and keywords length being used and scores your headline based on that data. The trick to scoring high is by balancing elements like power or emotive words.

Another small trick is to try testing 5-10 subject lines for one email and choose the one that has the highest score.



     8. The “How Can I help you email”



Once you get a new email subscriber reach out to them by putting the ball in their court and asking them “What can you help them with”


That helps you in understanding what this user is trying to get out of joining your email list, which helps you in sending them more targeting content which ultimately helps them out 🙂


This a great an example from drift:

Email Marketin

     9. Leverage the Zeigarnik Effect


What is the Ziegarnik effect right? First time I read that type I was like WTF is that?

It’s the effect of leaving something unfinished, like a cliffhanger moment on your favorite T.V. show.

Evernote does a great job at creating such an effect.

They label their onboarding emails in 5 steps, the idea is if the recipient opens one, they are more inclined to finish opening the rest of the series.

Ever note


       10. Include the name of your company in the From Name


Including a name of your company when sending an email is so important.

When I first subscribed to kiss metrics email list I was getting emails from this chap called Tomasz Borys. Having not knowing who this chap is I deleted his emails straight away.

After a week I was curious who he is, which is when I discovered he’s the chap from kiss metrics

Moral of the story includes some sort of branding in your email subject title.



       11. Setup your DKIM and SPF


(ISP) Internet service providers like Microsoft, Gmail etc use SPF and DKIM authentications as a way to scam in incoming emails for spam or spoofed addresses. Email that fail these protocols will have their emails sent to “Junk” folders.


Make sure you don’t fall into that category, you can authenticate your domain here. Following those steps in the hyper link will help in telling the ISP that your domain is friendly and isn’t a spam source.

    12. Perform a CRABS check



No, no dude, not that crabs the other one. Dave Chaffey the author of Total email marketing created a checklist called the CRABS and it goes as the following:


  • Chunking – Short paragraphs, maximum 2 sentences making reading easy.
  • Relevance – Stick to the meat, remove any fluff you might have on your email.
  • Accuracy – Always under promise and over deliver not the opposite, give exactly what you have to offer nothing less.
  • Brevity – Get to the juice, don’t beat around the bushes.
  • Scannability – Make sure that if someone is going to scan your email or just skim through it, all the relevant keywords you want are highlighted and can be read quickly.



     13. The Best Times to send emails: 6 a.m. – 10 a.m. and 3 p.m. – 4 p.m.


According to GetResponse the best time to send emails is between 6-10 in the morning and 3-4 in the afternoon. Of course it will vary according to location and target audience behavior but generally, these are the best times to test for the highest open rates. Their research found that emails sent during these hours had 6% higher open rates.

GetResponse notes that 40% of all email is sent between 6 am to noon so it might be a good idea to send before or after those times to avoid inbox clutter. Their research says to aim for the early afternoon for the best open and click-through-rates.


  1. One Call-to-action maximum


Ever been overwhelmed by the amount of CTA’s present on a page?

Having many CTA on a page causes the user confession and distracts them from clicking on the most important CTA you want them on.


Making the user feel like the decision is too complex. Adding many CTA on an email might seem like the right thing to, but that would backfire if you cause your user confusions.


I ran several email marketing campaigns and found ones with one CTA perform the best as there isn’t any confusion on what I want the recipient to click on.


Don’t over complicate emails with many images, text, and links. The more decisions you give your users to do the less chance they do any at all.


  1.  The use of buttons


Email marketers can greatly benefit from the use of buttons. Joanna Wiebe from Copyhackers has detailed how and why to use buttons numerous times, so we are going to lean on her expertise.

What should my button say?

A great rule of thumb when writing a call to action is to make your button copy complete this sentence:

I want to ________________

What should my button look like?

  • A 3D effect
  • A contrasting, non-grey color
  • Feedback on hover (e.g., different color)
  • White Space around it
  • An arrow pointing to it with instructional copy

Read way more here and check out Button Generator to create simple buttons you can start using right away.

  1. Automate personal messages


God Automated messages right?


We all get them once registered to a software or subscribe to an email list, no matter how personal marketer try to make them they still sound so automated.


Well let’s try to fix that, some tricks on how to personalize the shit out of your email campaign:


  • Make sure the email is sent from a real person[email protected]
  • Allow people to reply to them, none of that [email protected] nonsense people still do.
  • If someone replies back, read it and responds back god damn it, this person is keen on your business pay attention to them.
  • Use plain text, it’s more personalized, plus has a better engagement rate, stop all that overkill fancy shit.
  • Trigger emails based on behavior (this is a big topic which I’ll cover later on another blog).


  1. Most Mobile Devices only allow for 33-38 character long subject lines

    Christa Sutherland of MailerMailer says that

“According to MailerMailer’s 2015 Email Marketing Metrics Report, messages with medium-length subject lines yielded the highest open rates. More specifically, those with subject lines of 28 to 39 characters resulted in the highest average open rate of 12.6%. In comparison, messages with the shortest subject lines (4 to 15 characters) produced an average open rate of 12.1%.”


More than 50% of all emails are now opened via mobile devices, which is a value that has grown over the years.

PLEASE remember the email subject line is more important than the content of your email because what’s the point of spending all your time and effort in a great email content and no one ends up reading it?

  1. Give a 1-2 Subject Line Punch by leveraging Pre-Header Text

What’s Preheader text you might ask?

It’s the text that comes after your subject line, the red box shows where the preheader text is placed in Gmail.

Try and utilize the Pre-header text space with some important text you might have like:

Free Shipping All Week!
Check out our mobile site
Buy one get one free

The subject line and preheader text are the first visual text your users will see, from which you should add so much useful information that would entice them to open up your email.


  1. The 9-word re-engagement email


One person got 750 responses after emailing out to 1,000 people which are a (75%  response rate!).


Here’s how he did it:

Subject line: {first name}

Body: Are you still looking at getting [insert your service/product]?

Here are a few examples:

“Are you still looking at getting your kitchen renovated?
“Looking at buying a new car?
“Do you want to start growing your business?

This is a real life example of how what the whole email should look like:

From: Jordan at Company

To: [email protected]

Subject: Bob


Are you still looking at building your website?

– Jordan


It’s that simple, yes, by why does it work so well?


Well, think about it, once you read that email how did you feel? Curious, well that’s what the other 75% of people that read that email felt.


By nature, as humans were curious creatures, so this email blatantly plays on humans psychological, which is why it got a number of responses that it did.

20. Use Transactional Emails to Provide a Bonus Offer


Bills and receipts should not be so boring and feel like a receipt you get from your local shop, plain black, and white.

You should use such an opportunity in trying to upsell, referral offers and surveys your customers. Uber is a company that’s great in making the most out of invoices they send.

Look at how nice they make an invoice look like, plus look at the content in the bill, trying to get to refer friends on using their product, plus throwing in a survey for you to take.


Moral of the story is making the most of invoice and bills and don’t just send a boring page of how much you spent.


  1. Say thank you


When was the last time you had a company you’re subscribed to or an email list you’re subscribed to emailing you saying “thank you”.


Saying thank you is the most humane thing we do on a day to day and if you want your email list to feel they’re talking to a human and not being treated as an email drip campaign then reach out and say thank you for being part your journey.

Harvard Business Review explains why:

Saying “thank you” – sincerely and with heart – feels good. Not just to the person receiving it, but also to the person offering it. And that’s part of work too. It’s hard to remember, as we process our hundredth email, that behind each message is a person.                                                                     

You don’t have to dedicate an entire email to your customers or users to show how grateful you are to them, you can simply include it like in the email below:

Another example is an email I got from Outbrain once they achieved 500 million unique users. This email isn’t designed to convert new users but rather to act as a social proof and a great milestone to boost about.

It’s a great way to reinforce the positive brand of Outbrain

  1. Use the Inverted Pyramid Method

A great email boils down to 3 points, great content, copy, and design come in mind. These factors sound basic and straightforward but the idea is to combine all 3 points to give users as little friction as possible.


The folks at Vero came up with the Inverted Pyramid Method to help you in keeping your emails focused.

Above everything an email should have a tone, a great copy and design can take you so far but your email has to have a structure and a tone to it.

A tonne gives you an advantage over other competitors.

Nike puts this strategy to good use in a Black Friday email. They grab your attention, then guide your eyes towards the button. There is nowhere to get lost in this email.



Help Scout takes the strategy even more literally. Like Nike, there is very little copy – just 32 words including the button text. Every word brings the user a little closer to clicking.

Often, less is more. Use the Inverted Pyramid Method when you need your emails to spark action.

  1. Use the Unboxing Technique


This is a great strategy if you’re offering a product to your customers. Consumer anxiety is your baseline. As a marketer, you’re trying to convince your customer to buy your product.


What better way, than to show them what they are getting if they purchase your product, this is referred to as the “unboxing technique”.


This is a simple strategy that involves previewing your product right from the box or even a service if that’s your offering.


Take Dollar shave club is an example, they literally show you everything you get in the box by unveiling all the content in it.

Another great example is Gumroad, they do the same thing as Dollar shave club but using a GIF over a JPEG.

  1. Ask people to reply


Email is a channel for a dialogue, opening up a conversation with your customer should go both ways, they should be able to respond to your emails.

Unlike podcasts, banners ads & television you should use email to understand what makes your customer tick by which keeping them happy and coming back to use your product or service.

Here’s an example of an email to use when asking new users that just set up their first campaign:

Even if you didn’t explicitly tell users to reply back, you can at least inform them that you accept replies to such emails.


  1. Hold yourself to a high standard

Do you care much for those annoying youtube ads you get?


Do you even take the time of day to read billboard signs these days?

Probably not.

So why should your email marketing campaign be of any differ?

I understand wether going through a drip campaign or creating an email funnel, don’t be that annoying company that keeps sending out a newsletter and that never ends up being read.

Put yourself in your customer’s shoe and really think about them and their journey whilst using your product prior to sending out an email. Take everything into consideration even the weather sometimes.

Just please hold yourself to the highest standards you may have when it comes to emailing your customers or your email list.

The more helpful you are, the more you’ll be rewarded.


Please drop a note in the comments sections if you have any questions about this blog post.


Off topic, I discovered this great site that curates all the successful email copies from companies like slack, trello, Pinterest and much more and categories different email copies for the different parts of your customer’s journey.


From a welcome email to a product feature, pricing update, billing issue, trail ending and much more, highly recommended to try them out.

Could help you a lot in writing a kick-ass email copy.

“Good artists borrow, great artists steal.



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