Want to improve your emails?

Good news: you don’t need a full redesign or fancy new template.

Sometimes, a quick test (like button copy, subject lines, or send times) is all it takes.

But testing only works when you know what to test and how to read the results.

Here are 9 practical ways to optimize your campaigns👇 But first… let’s lay down some ground rules:

-Always start with a clear hypothesis.
-Only test one variable at a time. Seriously. Don’t muddy the waters.
-Limit your variations (2–4 max) to keep results accurate.
-Make sure your audience sample is big enough to matter.
-Never edit a live test – let it finish first.
-And finally, ask your audience for feedback directly.

Alright, let’s get into the good stuff.

Data is the foundation of every successful retention strategy.

But not all data is created equal.

Today, I want to share the differences between first-party, zero-party, and third-party data and why it's crucial to making informed decisions, personalizing customer experiences, and ultimately driving revenue.

Let's break it down👇 Zero-Party Data: Directly from Your Customers

Zero-party data is the most transparent and valuable type of data because your customers voluntarily share it with you. This includes:

• Preference forms
• Purchase intentions
• Survey responses
• Quizzes and interactive content

“I wish I had fewer sales,” said no eCommerce brand ever.

Yet surprisingly, many stores are sleeping on their most powerful sales tool... their email list.

Here's the thing: your customers actually want to hear from you (when you do it right).

Here's 10 types of emails that successful brands use to keep their customers coming back (with examples)👇 1. Welcome emails

A welcome email is the first message your new subscribers receive, and it sets the tone for your entire relationship. In fact,

It’s your chance to introduce your brand, set expectations for future emails and even offer some helpful tips for using the product they just bought.

But welcome emails are more than just friendly hellos.

They get the most opens and clicks out of all campaigns. They also generate up to 3x more revenue than regular marketing emails!

A great welcome email sets the tone for a brand’s relationship with a new subscriber.

Art of Tea’s email does a beautiful job blending storytelling, product education, and a warm discount offer... but does it do enough to convert?

Let's break down their email 👇 Let's start with the header block

🔍 TL;DR: A solid, visually appealing welcome section, but a bit more urgency and exclusivity could increase conversions.

Most marketing emails fall flat because they’re not part of a bigger plan

A clear customer journey gives your messages purpose and structure. Each one supports the next, so you're always guiding subscribers toward that next step

Here’s how to build an email journey that nurtures, converts, and retains

Okay, But What Exactly Is an “Email Customer Journey"? 👇 It’s the path your subscribers take with your brand via email – from the moment they sign up, to their first order, and eventually to referring others.

We’ll get into the different stages in a bit. But first…

Why Mapping Out the Email Journey Matters

Sure "zero party data" is helpful.

But what's truly helpful: contextual intent data.

Let me paint the picture for you: If 3% of your email and SMS opener's click and only 5% of them buy...

👇 (thread) Real world #'s:

You send messages (email or sms) to 100,000 people
Only 3% Click Through: 3,000
And only 5% Convert to a sale: 150 sales

Why didn't the other 2,850 buy?

👇

The story of Sendlane’s logo and name is one that started off with a simple need.

A thread 👇 So when it came to choosing a name, all we really needed was a domain we could log into online

We found Sendlane dot com, it sounded good to us, and that was that. It wasn’t a “premium” domain either, it was $10.

👇