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Best Practices

Standard Email Campaigns

  • Subject Lines: Keep them short (4-6 words). Personalize with merge tags (e.g., "Happy Birthday John!"). Avoid spammy words

  • Pre-headers: Write engaging preview text to encourage opens

  • Audience: Use Segments instead of Lists to send more relevant campaigns and increase engagement.

  • Categories: Send content (like offers or newsletters) only to customers who opted in for that category to avoid spam report

  • Schedule:

    • Choose One Time for urgent offers/discounts

    • Choose Recurring for newsletters or very large lists. Sending in batches (e.g., 30k per day) is better for your sender reputation than sending 120k all at once

A/B Testing

  • Test One Variable: Change only one thing at a time (like the subject line or the CTA) for clear results.

  • Use a Good Sample Size: A larger test group (e.g., 20-30% of your list) gives more reliable results.

  • Allow Enough Time: Let the test run for 4-6 hours before picking a winner.

  • Have a Hypothesis: Start with a clear question (e.g., "Will an emoji in the subject line get more opens?").

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