If you’re lucky, you have a friend who knows what to say, when to say it, and when to let silence do the talking, just by reading your expression or behavior. Now, how do you get that same level of intuition with your subscribers?

You might not have the in-depth understanding of a longtime friend, but you know their actions. And with the right trigger emails, you can give your audience what they need, when they need it.

In this post, you’ll learn how to set up triggered flows that match the recipient’s stage in your funnel but also feel more resonant and less promotional. Moreover, you can explore trigger email examples in action, along with best practices for using them strategically.

What Is a Trigger Email?

A trigger email is an automated campaign sent to subscribers based on their activity or predefined events. Here are some examples of actions that can set a workflow in motion:

• Signing up for an email list
• Downloading a lead magnet
• Browsing product or pricing pages
• Purchasing a product or service
• Clicking a link in an email
• Abandoning a shopping cart

And the list goes on. What you choose as a trigger event depends on your objectives and the subscriber’s level of engagement or stage in the customer journey, unlike more traditional marketing emails. But that’s not their only difference.

Trigger Emails vs Marketing Emails

So let’s review the key differences between these email types:

Why Should You Deliver Automated Campaigns?

It might feel like a lot to handle, but the benefits of automated emails outweigh any effort required to set them up:

• Enhanced personalization: Unlike generic email blasts, automated campaigns allow brands to target subscribers with relevant content like onboarding, birthday offers, or post-purchase follow-ups.
• Improved engagement: Triggered emails follow an action or event that subscribers instantly recognize. They can find value in the message and engage with it, whether that’s a cross-sell promotion or a loyalty reward.
• Optimized experience: When timed properly, these emails feel like real-time customer support recipients get without moving a finger. Like in the case of a replenishment email that lands in their inbox just before they run low on a favorite product.
• Better retention: Consumers are loyal to brands that fulfill their needs and show up when it matters. Keeping customers in the loop with regular updates, tailored solutions, and exclusive perks lies at the heart of customer retention and loyalty.
• Scalability: With a single workflow, you can guide many subscribers throughout their customer journey at once, with messages that feel crafted just for them. And it keeps working as your list grows, helping you send hundreds of emails without hiring more people or spending more time.

Top Trigger Email Examples for Each Sales Funnel Stage

How can you know which emails to send and when? Here, you’ll find the most effective trigger email types based on the subscriber’s stage in your funnel, and real-life examples from popular brands.

Awareness

This is the stage of first impressions. You’ve gained your audience’s attention, and they’re open to learn more about your products or services and how they may serve them.

Welcome emails

A welcome campaign is typically triggered when someone signs up for a newsletter or creates an account.

Why they work:

As the first touch point between your business and new subscribers, they can make or break your relationship. Focus on making your audience feel valued right off the bat and setting expectations on what’s to come.

How to use them:

• Thank people for joining your list or share a note from your founder to make it more special.
• Introduce your brand’s values, mission, or key team members.
• Offer a rundown on what to expect next, including the email frequency.
• Highlight best sellers, new product lines, or core features.
• Give subscribers a first-time discount.
• Prompt them to complete their profile.

Welcome emails work for every industry since their main purpose is to start building real connections. But, depending on your business type, you may use different tactics to get there.

For a retailer, an effective way to get off on the right foot is to offer a promo code on the recipient’s first order. A non-profit could do so by briefly sharing their mission and impact stories.

Be My Eyes, for instance, added a video to this simple yet powerful welcome email to showcase how volunteering for their cause makes a difference.

Subject line: Welcome to Be My Eyes

Source

Onboarding sequences

This kind of trigger emails are set in motion once someone signs up for a SaaS product, whether it’s a free trial or free version.

Why they work:

Onboarding sequences are designed to help users get started with your product or service. When you remove potential frustration through clear, digestible instructions, they feel confident about the next steps. Which, in turn, increases early adoption and customer satisfaction.

How to use them:

• Share resources to help prospects familiarize themselves with your products.
• Walk them through with demo videos since this content format is easier to consume.
• Include customer support options, plus links to your Help Center, webinars, or product tours.
• Take the step-by-step approach when navigating through different features to avoid information overload.
• Invite them to join social media groups so they can connect with other users and become part of the community.

Although onboarding sequences are associated with SaaS tools, other industries may use them to show common use cases for their products or help people get instant value from their services. For example, a fitness studio could guide new members through their first month.

In their onboarding sequence, monday.com invests in action-oriented copy to motivate subscribers to build their first workspace. There’s also a visual list of resources to choose from to explore what they can do with the product.

Subject line: Welcome to monday work management

Source

Consideration

Now your prospects are more aware of your brand and offers. But usually they also want to check other solutions before making their final decision.

Browse abandonment campaigns

Brands send browse abandonment emails to visitors who view product or pricing pages and leave without taking further action.

Why they work:

Browsing shoppers are likely engaging in product comparison or thorough research. With a well-timed and value-packed browse abandonment email, you can redirect their attention back to your offers and highlight why they stand out.

How to use them:

• Mention their action to ensure your email feels relevant and subscribers feel seen.
• Segment your audience so first-time visitors and returning customers don’t get the same offers.
• Throw in a free shipping incentive to reignite their interest.
• Add scarcity to the subject line and copy for limited-edition products that sell fast.
• Share downloadable resources like reports or case studies to keep them engaged.
• Show your willingness to help or guide them if they have questions.

These trigger emails are effective for businesses with longer buying cycles like premium items or services that require more consideration.

For example, a real estate company could offer a virtual tour to re-engage visitors, while an automotive business might include an exclusive insurance deal to prompt action.

Wuffes combines two tactics in the following browse abandonment email: social proof in the form of expert reviews and scarcity to highlight that the products are selling out quickly.

Subject line: We noticed you had your eye on this…

Wish to get those visitors back to your website with a targeted workflow? You can use Moosend’s built-in automation recipes to save time. Find the website re-engagement sequence and start tweaking it.

You can select the time interval to perfect your timing, customize the campaign through the email editor, and narrow down subscribers based on certain filters.

Use it!

Decision

At this point, your prospects are seriously considering your products or services. Now it’s time to give them that gentle nudge that will persuade them to buy.

Abandoned cart campaigns

These automated emails are triggered every time a visitor adds one or more items to their cart but doesn’t check out.

Why they work:

With 71.72% of consumers leaving their cart behind, this is a revenue leak that you have to address. A cart recovery email sent shortly after visitors leave their cart is the perfect way to remind them of your products and why they wanted them.

How to use them:

• Send an automated sequence including at least two emails to gradually nudge people back.
• Add product images and descriptions to jog their memory.
• Use a second email to send a time-sensitive incentive like free shipping or a small discount.
• Ensure your CTA is clear and visible, bringing them directly to the checkout page to remove friction.
• Add social proof like customer testimonials to boost credibility.

Trust signals aren’t limited to testimonials or star ratings, though. For a B2B it might be security and compliance badges or logos of reputable companies trusting its services. For an online store, something as simple as a 30-day free return policy or “X customers bought this” could do the trick.

Loftie, for example, builds trust with a clear refund policy, free shipping, and free returns. They also make the offer more appealing by giving a discount code.

Subject line: Still not sure?

Purchase

The stage where dreams come true. Prospects turn into customers, and you should continue to inform and engage them, guiding them toward the ultimate goal: customer retention.

Confirmational emails

Automated confirmation emails are triggered when someone reaches your conversion point, whether that’s placing an order or scheduling a consultation.

Why they work:

Their main purpose is informational, helping businesses remove any transaction-related anxiety and let customers know that everything goes as it should. For this reason, they’re essential for making them trust you, offering a flawless experience.

How to use them:

• Deliver them within a reasonable time frame so customers don’t start worrying if something went wrong.
• Include all the order and payment details, along with an expected delivery date, or send a second email when it’s finalized.
• Add product or service images as visual reminders to build anticipation.
• Thank customers for their preference, letting them know that you value their trust.
• Wait for a few days after they receive the products or use your services to send a feedback request email.

These emails may take different forms depending on your industry. In healthcare email marketing, for example, they serve to confirm and manage appointments. On the flip side, a travel company uses these trigger emails to inform customers about their booking and provide stay or itinerary tips.

Just like Delta Air Lines does in the email below, displaying the flight details while sharing resources on the departure process, flight security tips, and travel optimization options.

Subject line: Your GSP > SFO Trip Details

If you need more ideas on how to design confirmational emails and other transactional messages, check out these transactional email templates to find the one that suits your needs.

Retention

The purchase isn’t the end of the journey, but rather the beginning of customer retention. In this stage, you should focus on turning one-time buyers into repeat customers.

Post-purchase follow-ups

Post-purchase follow-ups are triggered emails sent after a conversion to ensure satisfaction, encourage reviews, and bring future purchases.

Why they work:

Consumers appreciate brands that stay in touch after-sale. Sending post-purchase emails demonstrates that you care about offering value beyond the transaction. This interest may take the form of helpful content or tailored product recommendations. It’s also the perfect time to ask them to rate their experience.

How to use them:

• Invite subscribers to leave a review or offer feedback after they’ve received the product.
• Follow the “penny-for-your-thoughts” approach, offering an incentive like a small discount in return for their input.
• Include product usage resources like maintenance tutorials or warranty registration to improve satisfaction.
• Send personalized cross-sell promotions to suggest complementary products to enhance your customers’ experience.
• Invite them to join your loyalty program, ensuring you mention all the exclusive perks included.

For example, a cosmetic brand may leverage a post-purchase replenishment email to remind customers when they’ll probably run low on a product and suggest a refill. Similarly, a food brand can give out relevant recipes or storage tips.

Best Day Brewing’s email is as simple as it gets, with a straightforward subject line, an NPS survey, and a clever thank-you note.

Subject line: Can We Ask You One Question? 🙏

Milestone emails

Milestone emails are triggered when a certain important date is reached (e.g., a subscriber’s birthday or business anniversary) or when a customer completes a goal using your product or service.

Why they work:

With these emails, businesses acknowledge subscriber achievements or special days. They’re even more effective when combined with tailored deals, for example personalized birthday offers that 84% of consumers love receiving.

How to use them:

• Make sure the subject line mentions the occasion and any incentive involved.
• Start with heartfelt wishes if it’s a birthday or anniversary email.
• Use festive emojis or GIFs to get subscribers into the celebration mood.
• Remind your customers of their starting point to highlight how far they’ve come in their goal-setting journey.
• Leverage the opportunity to get recipients excited about what comes next with early access to new products or exciting events.

Regardless of the industry, it all comes down to rewarding your customers with highly personalized messages. For example, a subscription-based business might share detailed insights about the user’s activity and progress.

On the other hand, an online store could deliver a BOGO deal or freebie that matches their past purchase behavior.

Starbucks does everything right in this birthday email, using a relevant subject line, positive language, and clear instructions on how to claim the birthday offer.

Subject line: Open on your birthday 🎁 (Actually, you can open now)

Advocacy

After customer retention comes advocacy. You can get there by encouraging loyal customers to become brand ambassadors or simply satisfying them to the maximum.

Referral program emails

These triggered campaigns encourage loyal customers to refer their friends in return for a mutual reward. They may have different triggers, such as customers reaching a product usage milestone or filling out a post-purchase survey.

Why they work:

Consumers prefer products or services their friends or peers recommend or rate high. You won’t find better marketers than those who’ve tried and loved your offers. So, referral emails can contribute to a loop where a satisfied customer brings in new people.

How to use them:

• Clearly explain the action required, displaying all the details on what both the referrer and referred person will get out of the offer.
• Make sure the incentive is relevant to the customer’s preferences and buying behavior.
• Consider making the reward time-sensitive and highlight it with elements like urgency-focused copy or countdown timers.
• Feature referrer testimonials talking about the benefits of joining your program.
• Let customers know that you won’t spam their friends with too many or irrelevant messages.

You might think that eCommerce referral programs are the only ones that bring results, but that’s not the case. For instance, an airline could reward their loyal customers with points for each successful referral, whereas a SaaS business could add credits to their accounts.

In this referral email, Cometeer communicates the benefit with a bold headline and a relevant image so recipients instantly know what’s in it for them. The generous and time-limited offer is front and center, naturally guiding subscribers to the CTA.

Subject line: One week only: Share Cometeer, earn a free pack

Re-engagement

What about those customers who are at the doorstep, ready to turn away from you? They aren’t necessarily a lost cause. You can reignite their interest through targeted re-engagement emails.

Win-back emails

Businesses deliver win-back emails after a specific period of inactivity to gain back dormant customers’ attention. These may be people who stopped purchasing or engaging with your content after a specific period of time.

Why they work:

Re-engagement emails allow you to share relevant deals and content to remind inactive subscribers why they preferred your products. If you don’t hear back, you can remove them from your lists to secure a good deliverability rate and allocate your resources to subscribers who bring back value.

How to use them:

• Share rundowns of what you’ve been up to during their inactivity (e.g., new product lines, features, collaborations, awards, etc.).
• Reintroduce your offers with fresh content like case studies.
• Incentivize them with a freebie, a discount, or other special deals.
• Ask subscribers to adjust their email preferences so they receive fewer or more relevant emails.
• Don’t be afraid to get emotional, using phrases like “we miss you” or “we want you back” (just keep it balanced).

Let’s say that you own an online course platform. You can send a re-engagement email with a promo code on the next course your customer signs up for. On another note, an online magazine could target recipients with fresh content tailored to their browsing habits.

Here’s how New York Magazine handles it, centering the uncluttered design around their latest articles. The email copy highlights the subscriber-only perks, and, in case this doesn’t work either, there’s a generous discount for those who resubscribe.

Subject line: What You Missed at New York Magazine

Trigger Email Best Practices

Inspiration isn’t enough to build effective triggered campaigns. Here’s how to use the data at your disposal to its fullest potential to ensure that your trigger emails work:

Personalize the message

About 74% of consumers expect better personalization when they share more data with brands. Your audience wants one-on-one conversations that feel relevant and perfectly-timed.

Create trigger email content that speaks to them directly and helps them understand why you asked for their information. For instance, if your subscription form required their job role, you should deliver emails with offers, content, and solutions that match their profile.

Referencing their recent actions will also make them think: “This was written just for me.” Besides behavioral insights from your website, use data sources like your signup forms, email or social media interactions, and customer support insights.

Dynamic content is another way to put the right offer in front of each recipient. This powerful tool adjusts the content blocks shown to subscribers based on specific characteristics like their location or preferences.

Just like Netflix does in its emails, sharing tailored recommendations using the user’s viewing history.

Subject line: What to watch after Sex Education

Deliver clear value

A trigger email campaign serves multiple goals, such as guiding, educating, and rewarding subscribers with compelling content and promotions. To win them, start your message with short and engaging email copy that answers the question: “Why should I care?”

Value doesn’t always come from freebies or discounts. It might also look like:

• A free resource like a template or report that makes a professional’s day-to-day easier.
• A dietary, workout, or skincare routine that matches subscriber preferences and habits.
• A personalized product or service recommendation.
• A customer testimonial or case study that analyzes how other consumers are using your product or service.
• An interactive trivia quiz where subscribers discover themselves and your value proposition through fun questions.

To decide what brings the most value, marketers should consider parameters like their subscribers’ lifecycle stage, behavioral patterns, and stated preferences (e.g., in surveys).

You could look at the resources they download or read, the products and services they explore, or the goals they set during account creation.

Mind your call-to-action

When you ask your audience to perform an action, your top priority is to make things easy for them. That’s what your call-to-action represents.

Place your email CTA prominently, preferably within the first scroll, to catch the reader’s eye immediately. If it makes sense, you can repeat it later on so skimmers won’t miss it. Surrounding it with white space or using color contrast is another way to make it pop.

It’s also better to keep your email focused on a single call-to-action. For example, if you want shoppers to return to their cart, it’s not the perfect time to invite them to your referral program, as well.

Just like in this email by McDonald’s that focuses on reminding subscribers of their order and urging them to go back to their app to place it.

Subject line: Your order is ready to place 👍

Craft email sequences

A single email isn’t always enough to reach your objective. In some cases, you should engage your audience gradually and keep the conversation going until they’re ready to convert.

This includes occasions where the process is multi-step, the information seems complex, or subscribers need more time to get from point A to point B. That’s when an email sequence makes more sense than a single message.

For example, onboarding users as a feature-rich SaaS platform takes more than one email. First, you’ll need to start with the basics like configuring settings, then create an educational loop to help your audience grasp advanced features and tackle challenging tasks.

Regardless of the unique goal, email follow-ups increase the chances of recipients noticing your emails and keeping your offer top of mind.

Deliver timely campaigns

In triggered emails, timing is of the essence. Send them too early, and you might come across as pushy. Send them too late, and the subscriber will have forgotten all about the trigger event.

So, a website visitor that checks out a product page and leaves should get a reminder after a few hours, not a week later. But to consider a customer disengaged, you have to decide on a longer timeframe (like 30 days or more) to trigger a win-back email.

Triggered emails aren’t the only messages you send to your audience, so it’s important to time automated emails with marketing campaigns when needed. Let’s say you run a flash sale. You might consider excluding people in the onboarding phase from the sale list, as they’ve just converted.

Don’t go overboard

While some triggered campaigns call for an email sequence, brands still need to mind their email frequency to avoid overloading subscribers.

First, make sure you schedule your emails to reach customers at thoughtful intervals. Which means you should space them out by at least one day, or more, depending on the campaign type.

Setting caps on your trigger emails within a specific timeframe lets recipients digest your messages, whereas emails that land one after another in their inbox may cause email fatigue. Which, in turn, results in disengagement, or even worse, unsubscribes and spam complaints.

Test, monitor, and pivot

Spray and pray doesn’t bring results in email marketing, which is why you should always consider A/B testing. Start by creating a second email version that differs in one element. This may be the subject line, sender name, email copy, or send time.

Then, monitor performance to determine which variant performed better and optimize your workflows based on the findings. Make sure to do this process regularly to avoid missing opportunities for conversions.

Also, you need to constantly check email metrics like opens, clicks, conversions, and unsubscribes to measure the effectiveness of your trigger emails. If you find tactics, content, or offers that don’t work, it’s time to pivot and experiment with new strategies.

How to Set Up a Trigger Email with Moosend

You may have the inspiration but lack the time or expertise to create a trigger email. Fear not! Moosend comes with a visual automation builder and an easy-to-navigate interface that lets you create your own email automation templates in a few minutes.

Once you select to build a custom workflow, you’ll land in the builder. Using the left-side menu, you can edit the automation name, check its status, and see a list of all pending tasks.

The first step is to set the right trigger, choosing from a variety of interactions on your website, email campaigns, list, and more.

After that, add the conditional steps that control which subscribers will receive your emails and when. For instance, you can choose to break up your workflow and display different content based on the weather conditions in the recipient’s location.

Then, it’s time to define the action you want to take. These include (among others):

• Sending email campaign
• Adding member tags
• Triggering another automation

When you choose the “Send email campaign,” you can either use the text editor or the HTML editor. In the second case, you have the option to visit the template library and choose one of the predesigned layouts as the foundation of your campaign.

Here’s an email automation template example we created using Moosend’s automation designer:

You can edit it by adding or removing triggers, duplicating or deleting steps, or including notes for seamless collaboration with other team members.

Does it look exactly like you wanted? Then, you can save it as a recipe so it’s ready to use for future campaigns.

In case you don’t want to start from scratch, just select one of the platform’s built-in automation recipes for every occasion and tweak it as you please.

All you need to do is sign up for a Moosend account and you’ll instantly access ready-made automation recipes, the flexible builder, A/B testing, and email preview features.

Trigger Conversions with Minimum Effort

Your customers don’t need more emails, they need the right ones. Meaning messages delivered at the perfect moment they can’t say no to. That’s exactly what triggered emails do.

By responding to each customer with content that meets their needs in real-time, every conversion feels like the next logical step, not a hard sale.

Of course, inspiration and effective strategies are just the starting point, as a reliable email automation tool is what will put your ideas in motion.

From there, you can build, monitor, and refine your workflows effectively while freeing up time to dive deeper into what drives your audience, when their interest shifts, and how to stay ahead.

FAQs

Let’s review some frequently asked questions about trigger emails:

1. What do you need to automate your emails effectively?

You should have an email automation platform with a user-friendly email and automation builder to design your campaigns. It should also offer ready-made workflows, email reporting, A/B testing, plus excellent deliverability and support. Look for a wide list of integrations, so you can combine data from other sources like your CRM or social media.

2. How can you ensure that trigger emails and regular campaigns won’t overlap?

If you send other campaign types like newsletters or seasonal deals, carefully plan when they land in inboxes and who receives them. For example, a subscriber shouldn’t receive both a cart abandonment email and a newsletter within an hour. Create an email hierarchy, set proper caps and intervals, and consider segmenting certain subscribers out of some regular campaigns to avoid email fatigue.

3. Why do you need to audit automated campaigns?

Brands should audit their automated workflows to catch bottlenecks before they turn into revenue leaks. Make sure that your segmentation, triggers, and messaging are still on point. Regular audits also help you keep trigger emails up to date with industry trends, consumer preferences, or changes in your branding.

4. What’s the right audit cadence for your workflows?

For most campaigns, a biannual audit cadence works fine. But you could consider quarterly audits for campaigns with ongoing promotions. You must also check how your campaigns are performing outside the regular cadence if needed; for instance, in case of spikes in spam complaints and unsubscribes or technical issues like broken links.

The new year is here, but some ads from 2025 still live rent-free in our heads.

As the holiday mood gives way to routine, some campaigns continue to shine, proving that great storytelling transcends the calendar.

Last year gave us ads that made us laugh, feel nostalgic, pause for a second, or rethink a brand entirely. So, let’s rewind and revisit the best ad campaigns that made 2025 one to remember.

1. The Most Inspirational Ad Campaign

Ad: No Decision Without Us | World Down Syndrome Day 2025

Following last year’s campaign “Assume That I Can,” World Down Syndrome Day shifts the focus from breaking stereotypes to claiming agency.

The story begins with a young woman with Down syndrome whose parents choose her clothes and ends with her confidently making her own choice. She stands alongside individuals with different disabilities as they raise their fists under the powerful message “No Decision Without Us.”

What sets this year’s spot apart is its broader representation. It shows people with Down syndrome, individuals with visual and hearing impairments, wheelchair users, and people with prosthetic limbs start meaningful conversations about inclusion at work, in public spaces, and in everyday life.

Why it’s successful:

The campaign builds naturally on last year’s message, turning inspiration into empowerment through music. Its storytelling is authentic, emotional, and visually compelling, reminding viewers that true inclusion means participation rather than permission.

2. The Cleverest Collab Ad Campaign

Ad: Meal of Misfortune | Wendy’s x Wednesday

Set on a gloomy, rainy day, Wendy’s ad opens with the Addams Family car pulling up to one of its restaurants.

Wednesday types the receipt on a vintage typewriter, narrating that she’d usually be against this kind of “corporate partnership,” until Wendy’s let her create her own Frosty. The spot ends with her unveiling her custom Frosty and the line, “There’s nothing happy about this meal.”

Why it’s successful:

This is a perfectly executed crossover between Wendy’s and Netflix’s Wednesday series. The campaign combines dark humor with their branding, playing off Jenna Ortega’s cultural impact and Wednesday’s recent popularity. The result is turning a fast-food promo into one of the year’s most entertaining collaborations. Not to mention that both characters share the same pigtails and dry wit, which made the pairing oddly perfect.

3. The Most Empowering Campaign

Ad: So Win | Nike

This is Nike’s first major ad in 27 years. The campaign, dedicated to women in sports, delivers a black-and-white anthem celebrating female athletes who refuse to be limited.

Featuring stars like basketball player Caitlin Clark and runner Sha’Carri Richardson, the spot combines powerful narration that flips a stereotype with Led Zeppelin’s “Whole Lotta Love” playing in the background.

Why it’s successful:

It stands out because it feels genuine rather than promotional. The black-and-white visuals and narration give it real power, while the use of emotion and grit makes the message stick. By focusing on real athletes and moments of resistance, Nike turns “So Win” into a statement about confidence, equality, and owning your voice.

4. The Most Nostalgic Campaign

Ad: Home, But Not Alone | Home Instead

Home Instead leverages holiday nostalgia by bringing back Macaulay Culkin as Kevin, 35 years after Home Alone. In the ad, Kevin is outside wrapping his yard in bubble wrap “to keep mom safe” as she’s getting older, still over-preparing in true Kevin fashion.

He jumps when he spots a figure with a shovel, only to realize it’s Old Man Marley’s granddaughter. The two share a moment that mirrors the original film, and she gently encourages him to talk to his mom about getting help at home.

Why it’s successful:

Viewers get the familiar humor, references, and warmth of Home Alone, while the ad naturally shifts into a conversation about caring for aging parents. It’s heartfelt, familiar, and makes a sensitive topic feel approachable. Plus, Macaulay Culkin reprising his iconic role as Kevin is always a crowd-pleaser.

5. The Most Entertaining Super Bowl Spot

Ad: Seal & Becky G | Mountain Dew

Mountain Dew brought pure fun to the Super Bowl with a quirky ad starring Becky G and Seal. After taking a sip of Mountain Dew Baja Blast, Becky falls into a tropical world where she lands on a boat and finds Seal performing a parody of “Kiss from a Rose,” now “Kiss from a Lime.”

The result is a playful combo of color, music, and humor that perfectly captures the brand’s bold energy.

Why it’s successful:

This ad campaign stands out because it embraces the bizarre. With surreal visuals, playful humor, and a nod to the over-the-top style once made famous by Old Spice, Mountain Dew doesn’t try to make sense, and that’s exactly why it works. By leaning fully into absurdity and pop nostalgia, it created one of the most memorable and talked-about Super Bowl spots of the year.

6. The Most Thought-Provoking Ad Campaign

Ad: Beep (starring Ambika Mod) | Make My Money Matter

This ad campaign by Make My Money Matter turns a simple card tap into something quite unusual. Each “beep” sets a plant on fire, showing how everyday banking choices can fuel environmental destruction.

British actress and comedian Ambika Mod plays a cashier processing payments as flames spread around her. The spot closes with the line: “Our planet is burning, and our banks are fuelling the fire,” calling people to act now.

Why it’s successful:

It’s bold, unsettling, and straight to the point. By showing the hidden cost of our financial habits, Beep makes climate responsibility personal. Instead of relying on performative messaging, this ad puts real change front and center.

7. The Most Shocking Public Safety Ad

Ad: Blood on Your Hands | RSA (Road Safety Authority)

The RSA returned to hard-hitting storytelling with “Blood on Your Hands” to remind people that drunk driving doesn’t just affect one person but implicates everyone who stays silent.

The ad follows a man meeting friends at a local pub, where the night seems ordinary until their hands slowly become stained with blood. When he finally leaves with a friend who is clearly intoxicated, the man watches him drive away as the message “Don’t let your friends drink and drive” appears.

Why it’s successful:

The ad above is simple yet brutally effective, leaving some viewers with shivers running down their spines. The realism and slow pacing make it feel heavier, reflecting the shock value of early 2000s road safety campaigns. By showing that silence can be just as dangerous as the act itself, the RSA revives a style of advertising that confronts viewers head-on with something shocking and uncomfortably honest.

8. The Most Cinematic Ad

Ad: The Detective | Nespresso

Nespresso’s “The Detective” plays like a mini-movie, with a style reminiscent of an Agatha Christie mystery.

George Clooney returns as the funny coffee-loving detective, joined by Eva Longoria, Camille Cottin, and Kim Go Eun on a luxurious train. The story follows a fun search for missing coffee pods, or “jewels,” employing Clooney’s humor and charm.

Why it’s successful:

Nespresso stands out for turning a simple coffee ad into a full story. The light mystery keeps you hooked, while the beautiful setting and humor make it feel effortless, from start to end. It’s proof that with the right cast and fun twist, even a few missing coffee pods can turn into an enjoyable experience.

9. The Most Gen Z Ad Campaign

Ad: We’re Here | Instacart

Now, Instacart brings together iconic brand mascots like the Pillsbury Doughboy, Mr. Clean, Cheetos’ Chester, and even the Old Spice Guy, all racing toward a family’s home, only to transform into grocery bags at the door.

Just when it seems perfect, the dad asks, “Did you get the milk?” The mom forgot, but Instacart’s cow speeds toward the house in a cart to save the day as the tagline “We’re here” drops.

Why it’s successful:

By mixing classic brand icons with modern humor and fast-paced storytelling, Instacart speaks to Gen Z and older audiences alike. It’s weird, funny, and refreshing, which is everything a modern ad should be to capture the attention of Gen Z.

10. The Most Heartfelt Campaign

Ad: Dream Job | Google

Google’s “Dream Job” follows a man preparing for an interview using Gemini Live on his Pixel phone. As he practices typical interview questions, the ad cuts to moments from his life as a new dad, like feeding his child, comforting her, and teaching her small lessons as she grows up.

The ad shows that these experiences are what truly prepared him for this moment.

Why it’s successful:

This could have easily been another futuristic, tech-driven ad like OpenAI’s “The Intelligence Age.” Instead, Google takes a more thoughtful approach, using AI to highlight human experience rather than overshadow it. By combining everyday moments with technology, it tells a story that feels personal and genuinely relatable.

11. The Funniest Performance

Ad: Five Star Theater: “Slippers” | Amazon

Amazon’s “Five Star Theater” takes real customer reviews and gives them the Hollywood treatment. In “Slippers,” one of many short videos Amazon has released so far, Benedict Cumberbatch delivers a dramatic review of a man who secretly wears his mother’s fuzzy slippers.

The setting perfectly reflects the holidays, and the addition of a pianist in the background, along with his reactions to Cumberbatch’s monologue, makes it even more enjoyable.

Why it’s successful:

It’s clever, absurd, and perfectly self-aware, as reviews should be. By turning something as ordinary as an Amazon review into a dramatic monologue, the campaign celebrates the humor in everyday customer stories. Cumberbatch’s over-the-top delivery also makes it unforgettable and proves that even product reviews can be pure entertainment.

12. The Best “Have a Break” Moment

Ad: KitKat x Formula 1 | The Official Chocolate Bar of F1

KitKat’s spot shows an overworked office employee wandering through a park, glued to his phone and clearly running on empty. As he sits on a bench, a pit-crew team dressed in bright red KitKat suits suddenly appears, just like an F1 box crew.

They take his phone, hand him a KitKat, swap his shoes for comfy slippers, give him a quick massage, and tidy him up before stepping back. In seconds, the man goes from stressed to relaxed as the voiceover reminds us, “Have a break, have a KitKat.”

Why it’s successful:

By pairing Formula 1’s high-speed pit-stop energy with KitKat’s classic “have a break” message, the ad delivers a clever visual joke that works for both F1 fans and everyday viewers. It’s simple, relatable, and a fresh take on a timeless slogan.

13. The Most Unexpectedly Cool Campaign

Ad: New Coca-Cola Zero | Coca-Cola Korea

Coca-Cola’s Zero new ad opens at what feels like a dull outdoor festival, until V from BTS, the globally famous K-pop group, pulls up in the iconic red Coca-Cola truck and says, “Looks like we need something thrilling, right?”

When V presses the red Coca-Cola button inside the truck, the side swings open to reveal a burst of energy: people celebrating with Coke Zero, confetti in the air, lights flashing, and music taking over. The line “Need something thrilling? Try the new Coca-Cola Zero” neatly seals the moment.

Why it’s successful:

It’s a modern twist on a classic formula that resonated far beyond Korea. With BTS’s global influence and Taehyung’s global appeal, the campaign turned a local product launch into a worldwide moment. The use of nostalgia, energy, and modern style captures the spirit of Coca-Cola while proving that great storytelling (and star power) can transcend borders.

New Ad Campaign Inspiration Delivered

Looking back, the best campaigns of 2025 all had one thing in common. They knew exactly what they wanted to say, and they trusted the audience to get it.

Some leaned on nostalgia, others on humor, discomfort, or pure fun. None of them tried too hard to explain themselves. They just told a good story at the right moment, either through humor or honesty.

And maybe that’s why they stuck. Like Kevin finally realizing he doesn’t have to do everything alone, these ads remind us that the simplest ideas often work best when they’re done with care.

If 2025 set the bar, 2026 has some big shoes to fill.

You’ve built your landing page, launched a few campaigns, and seen some results. But have you really found the formula for lasting success?

The truth is, what works today might not work a few months from now. Consumer behavior changes, trends evolve, and so should your campaigns. That’s where landing page split testing comes in to help you discover what resonates with your audience and improve your landing page performance over time.

In this guide, we’ll cover the key landing page elements to test, how to run effective split tests, the do’s and don’ts to follow, and how to analyze your results to make smarter, data-driven decisions.

What Is Landing Page A/B Testing?

Landing page A/B testing, also called split testing, is the process of comparing two versions of a landing page to see which one performs better.

You can change elements like the headline or call-to-action and split your traffic evenly between the two versions. The one that gets more conversions, clicks, or signups is your winner.

You can also test multiple variations against your original page to explore different ideas at once (multivariate testing).

Why You Should A/B Test Your Landing Pages

The obvious reason is to boost conversions, but that’s just one of the benefits of A/B testing.

Here’s what it can do for you:

• Understand what drives action: A/B testing helps you discover which design, message, or offer resonates most with your audience, i.e., whether it’s strong visuals, clear value, or a sense of urgency. Once you know what works, you can apply those insights to improve future landing pages and campaigns.
• Make data-driven decisions: By analyzing how visitors interact with your landing pages, you can focus your time and budget on strategies that deliver measurable results rather than following generic tips.
• Get more from your existing traffic: A small improvement in conversion rate can turn the same number of visitors into significantly more leads or customers.
• Build a habit of optimization: Continuous testing lets you spot new opportunities, adapt to changing user behavior, and keep improving your results rather than settling for easy wins.

Which Elements to Test on a Landing Page

Not every part of your landing page needs testing. However, some can make or break your results.

Start with the areas that directly affect how visitors read, click, and convert. Also, keep in mind that the tests you run may depend on your landing page type. For instance, a sales page might focus on product features or offer placement, a lead generation page on form fields or lead magnet visuals, and a webinar page on headlines, host details, or registration CTAs.

Before we learn how to run an A/B test, let’s see what elements you can test.

1. Headlines and subheadlines

Your headline is the first thing visitors notice, and it shapes whether they stay or leave. You can test different headline styles. For instance, you can experiment with a benefit-driven, emotional, or question-based one to see which captures attention best.

The same applies to your subheadlines, where you can further clarify or boost your main value proposition. Here, even small wording changes can dramatically impact engagement.

Let’s say you’re promoting a webinar through a landing page:

Your original version (control) is simple and clearly states what the webinar is about. This version may appeal to readers who want practical, actionable tips.

Now, let’s see a variation that uses curiosity and promises a specific result.

Here, the “2x more leads” claim adds a measurable benefit, while the subheadline provides context and credibility by explaining what the webinar covers and who it’s for.

2. Hero images or videos

Your hero section needs to communicate value instantly. Whether you use a static image or a short video, this area should support your message and harmonize with the rest of your page.

When A/B testing, you can experiment with:

• Image type: Try a product image versus a photo of someone using the product to see which creates a stronger connection.
• Video vs. image: Test a short explainer video that adds motion and context against a static image to measure engagement. Keep in mind that videos can affect page load speed.
• Tone and color: Compare bold visuals that grab attention with more minimal designs to see what keeps your audience engaged.

For example, your variant page could feature a short video of a marketer sharing how your product or your tips helped them achieve a goal.

This kind of authentic, experience-based visual can make your event feel more credible and relatable, especially for new visitors deciding whether to register.

Overall, testing visual elements on your pages will help you discover which format tells your story best and leads visitors to click through.

3. Landing page forms

Your form is where visitors decide whether to take the next step, so finding the right combination of elements is key to getting them to click.

You can test the number of fields, their order, or where the form appears on the page. For example, a shorter form above the fold might attract quick signups, while a slightly longer one placed lower could bring in more qualified leads.

Once you’ve optimized your form fields, the next step is your CTA button.

4. CTA buttons

Without a strong call-to-action, your form won’t capture new leads. To get the best results, you can test variations in color, wording, and placement to see what draws attention and encourages clicks.

In this example, imagine testing two versions of the same landing page:

• Version A: A dark blue “Save My Spot” button that blends naturally with the design.
• Version B: A brighter, pink button with the exact text.

While both are functional, Version B might outperform simply because it stands out more, guiding the visitor’s eye and creating a sense of urgency. The key is to ensure your button contrasts enough to be noticed but still fits your brand’s look and feel.

Tip: Once you’ve nailed the color, experiment with button copy like “Join Free,” “Reserve My Seat,” or “Get Instant Access” to see what language motivates your audience most.

5. Landing page copy

Testing your landing page copy helps you identify the tone, structure, and value proposition that resonates most with your audience.

Even small wording changes, like switching from “Start your free trial” to “Try it free for 30 days,” can shift how users perceive value, urgency, and credibility. Focus on highlighting what makes your offer unique and why it matters to your audience.

Here are some aspects to consider:

• Tone: Conversational vs professional.
• Focus: Benefit-driven copy vs feature-heavy descriptions.
• Length: Short, punchy text vs longer, explanatory copy.
• Value proposition: Emphasizing savings vs results.

For example, your Version A might use straightforward copy that explains what attendees will learn in a sort of “bullet” format.

Your Version B, on the other hand, can focus on transformation and results. For example, “Get the proven framework to turn your website into a 24/7 lead-generating machine,” etc.

6. Countdown timers

Countdown timers can add a sense of urgency to your landing page, especially for webinars, product launches, or limited-time offers. When used correctly, they encourage visitors to act before time runs out.

Below, the countdown shows how much time is left until the webinar starts.

During your A/B test, you could create:

• Version A without a timer. Instead, the page focuses only on the form and event details.
• Version B with a visible timer right below the headline.

The one with the timer might lead to more signups because it highlights scarcity and motivates quicker decisions.

Tip: If you’re using countdowns for recurring events, set them to reset automatically to avoid fake urgency.

7. Social proof

Visitors are more likely to trust your offer when they see what others have already gained from you. Adding social proof, such as testimonials, reviews, or logos of past clients, can strengthen your value proposition and reduce hesitation.

For instance, you could test two versions of your landing page: one focused solely on the webinar details and form, and another with short testimonials from past attendees.

The second version may perform better because it builds credibility and makes the outcome attainable.

8. Layout and navigation

Your layout guides visitors through your page and shapes how easily they find key information. A clear, focused design keeps attention on your offer and CTA.

Here, you can test:

• Page length: A short, minimal page vs a longer one with detailed sections and testimonials.
• Section order: Placing the form above the fold vs after the benefits section.
• Visual hierarchy: Headline-first layouts vs image-led designs.
• Navigation: Single-scroll landing pages vs those with anchor links or sticky menus.

For example, a more extended version of your webinar page might build trust with added speaker bios and FAQs, while a shorter one could boost signups by reducing distractions.

Testing both reveals which structure best fits your audience’s decision-making style. And remember, every audience is different. What works for another brand might not work for yours.

How to Run a Landing Page A/B Test Step-by-Step

Consistently improving your conversion rate depends on following a clear, structured strategy for your A/B tests. While each platform has its own process, the core steps remain the same:

Step#1: Set a clear goal

Start by defining exactly what you want this test to achieve. Your goal should be specific and measurable so you can easily compare the performance of Version A and Version B. This could be increasing webinar signups, getting more demo requests, boosting purchases, or encouraging visitors to download a lead magnet.

Pick one primary goal and make sure the element you plan to test directly supports it. This will help you stay focused and avoid running tests that don’t move the metric that matters most.

Step#2: Make your A/B test hypothesis

Before launching your test, create a clear hypothesis. This brief statement explains the change you’re making and the outcome you expect. A good hypothesis connects your goal to a specific element on your page.

For example, you might say: “Changing the CTA button color from blue to pink will increase webinar signups by at least 10%.”

This keeps your test focused and gives you a measurable target to evaluate after the experiment. We’ll use statistical significance later to confirm whether your hypothesis was correct. For now, the goal is simply to define what you expect and why.

Step#3: Choose what element to test

Now that you’ve defined your hypothesis, it’s time to choose the specific element you’ll change to test it. Since you already know what you want to improve (clicks, conversions, etc.), start by selecting the element that directly supports your hypothesis.

For example, if your goal is clarity, test your headline. If you want to boost engagement, focus on your CTA button. And if you’re trying to reduce friction, start with your form.

As a rule of thumb, test one element at a time. However, you can test two closely related elements together when they function as a single unit. Here are some combinations to consider:

• Headline & subheadline: Ideal for testing new angles or supporting your value proposition.
• CTA button color & CTA copy: Works well if you’re experimenting with a stronger action prompt.
• Form fields & form title: Useful when improving the signup flow.
• Hero image & headline placement: Helpful when testing how layout affects attention.

Just make sure these combinations stay tightly connected to your hypothesis so your results remain clear and meaningful.

Step#4: Create your variations and split your traffic evenly

With your element selected, you can now use your landing page builder to create your landing page variations.

• Version A (control): Your current landing page.
• Version B (variation): The same page with the single change you’re testing.

Keep everything else identical—layout, copy, visuals, and timing—so the results reflect the impact of that one change.

Once your versions are ready, split your traffic evenly between them. Most A/B testing tools handle this automatically, routing 50% of visitors to each version. If you’re testing manually, make sure both versions are shared with audiences of similar size and behavior so the comparison stays fair.

Even traffic distribution ensures both pages compete under the same conditions, giving you trustworthy results. If one version receives more or higher-quality visitors, your test will skew, and the winner won’t be reliable.

Step#5: Determine the ideal test duration

How long your A/B test should run depends on factors like traffic volume, conversion rate, and how quickly you can collect reliable data.

As a general benchmark, AB Tasty suggests that most tests need around two weeks to gather enough activity for meaningful results. This gives both versions enough exposure and helps capture natural fluctuations in user behavior across different days.

Another approach, recommended by Invesp, is to calculate your minimum sample size based on your expected improvement and daily traffic. Once you know the sample size, you can estimate how long your test needs to run using this formula:

Expected experiment duration = sample size ÷ people visiting the tested page (daily)

Even if you reach your sample size sooner than expected, avoid stopping early. Running your test for at least two weeks and no more than four ensures your results are representative and not influenced by short-term spikes, seasonal effects, or campaign-specific traffic.

This balanced timeframe helps you gather stable data and gives both page versions a fair chance to perform under real conditions.

Step#6: Analyze and interpret your test results

After your test has run for the appropriate time and collected sufficient data, you can start evaluating how each version performed. Begin with the core metrics that show how visitors interacted with your landing page:

• Conversion rate: The percentage of visitors who completed your goal (e.g., signed up for a webinar or your newsletter, or made a purchase).
• Click-through rate (CTR): How many users clicked your CTA or key link.
• Bounce rate: The percentage of users who left without taking action.
• Time on page: How long visitors stayed before converting or leaving.

These metrics tell you which variation performed better on the surface. To confirm whether the difference is meaningful, check for statistical significance, which shows whether your results are real or just random, using your p-value:

Source

Most marketers consider a test significant when the p-value (probability) is 0.05 or lower, meaning there’s a 95% chance the winning variation truly performs better.

• If p ≤ 0.05: The difference is statistically significant, meaning your winning version likely performs better in reality.
• If p > 0.05: The result isn’t strong enough to declare a true winner and may be due to chance.

For example, if your variation improved webinar signups from 12% to 15% and the p-value is below 0.05, you can be confident this uplift is meaningful and not just a one-off spike. If the p-value is higher, the increase might look promising, but it isn’t reliable enough to roll out yet.

Most platforms and A/B testing tools, such as VWO and Optimizely, automatically find the value. If you’re curious about how it works, though, here’s the basic logic behind the p-value:

• Set your null hypothesis (H₀): No difference between Version A and Version B.
• Set your alternative hypothesis (H₁): One version performs better.
• Collect your data: Visitors and conversions for both versions.
• Run a z-test or use an A/B testing calculator to generate your p-value.

Again, before finalizing your decision, make sure your test has run for at least two weeks and reached its minimum sample size. Even if the results are inconclusive, your data can still reveal patterns, highlight friction points, and inspire your next round of testing.

Do’s and Don’ts of Landing Page Split Testing

To get reliable results from your A/B tests, you need a structured approach. Following a few best practices can help you avoid common pitfalls that’ll waste valuable time, data, and resources.

Do’s

• Test one element at a time: Focus on a single change like your headline, CTA, or form length so you can clearly identify what caused the performance difference.
• Define clear hypotheses: Start every test with a statement you can measure, such as “Adding testimonials will increase signups by 10%.” This keeps your experiment focused and purposeful.
• Use reliable data and proper tools: Leverage platforms that provide accurate traffic distribution, significance tracking, and device segmentation. Reliable data is key to making confident decisions.
• Let tests run long enough: Stop only after reaching your target sample size and statistical significance (usually p ≤ 0.05). Running tests for at least one to two weeks ensures you capture different visitor behaviors across days.
• Prioritize mobile experience: Since a large portion of users browse on mobile, always test and review your variations across devices to avoid misleading desktop-only results.

Don’ts

• Rely on small data sets: Drawing conclusions from too little traffic leads to false positives. Wait until your test collects enough conversions per variation before declaring a winner.
• Assume correlation equals causation: Just because conversions increased doesn’t mean your change caused it. Always confirm significance with statistical testing and contextual analysis.
• Forget to test user segments: Different audiences behave differently. A variation that wins with new visitors may not perform as well with returning users or mobile traffic.
• End a test too early: A sudden spike doesn’t mean you’ve found your winner. Stopping early can lead to unreliable or misleading outcomes.

Setting up a Landing Page with Moosend

Even though Moosend’s landing page builder doesn’t currently include built-in A/B testing functionality, you can still create, customize, and optimize pages directly from your account using the intuitive drag-and-drop editor.

If you’re a beginner, you can use the tool to familiarize yourself with landing page creation. All you need to do is sign up for a Moosend account and then:

• Click on Growth Tools and select Landing Pages
• Create a new landing page from the New button on the top right side
• Set the basic settings and design your page through the drag-and-drop builder
• Choose how to track your conversions and enable cookie consent
• Select the “Publishing method” and finally “Publish” your landing page

Create yours

Even without dedicated tools, you can simulate A/B testing by creating two variations of the same landing page. Then, share them with different audience segments, and use Moosend’s reporting tools to see which one drives more conversions.

This is the simplest way to perform a pseudo-test with the tools you already have.

A/B Testing One Landing Page at a Time

A/B testing is a continuous process that takes time to set up, run, and analyze, but it’s worth it. Audiences change, trends shift, and what worked last quarter might not perform as well today. Testing regularly helps you stay proactive, allowing you to improve your landing pages before performance drops.

Each test brings you closer to understanding your audience’s behavior and preferences. And remember, the goal isn’t to find a single “perfect” version, but to keep learning more about your audience and implementing what you learn to keep your business thriving.

FAQs

Below, let’s see some common questions regarding landing page split testing.

1. What is an A/B test hypothesis?

An A/B test hypothesis is a clear statement that predicts how a specific change will impact user behavior or conversions. For example, if you change your headline from “Join Our Free Webinar” to “Learn How to Double Your Leads in 30 Minutes,” your hypothesis could be that the new, benefit-driven headline will increase signups by 15%.

2. What is statistical significance?

Statistical significance shows whether your A/B test results are reliable or happened by chance. A test is usually considered statistically significant when the p-value is 0.05 or lower, meaning there’s a 95% chance your variation actually performs better.

3. What affects your A/B test p-value?

Several factors influence your p-value, including sample size, differences in conversion rates, and traffic quality. Running your test long enough and gathering enough data helps ensure your p-value reflects a true difference, not random variation.

4. What is an A/A test?

An A/A test compares two identical versions of a page to check that your testing setup works correctly. Since both versions are the same, the results should be nearly identical. If they aren’t, it’s a sign something’s off with your tracking, traffic split, or analytics setup before you move on to real A/B testing.

Many creators and business owners struggle with email list growth, often resorting to generic lead generation tactics that fail to capture attention.

But what if you could offer a valuable and fun experience that not only converts new leads but also makes existing subscribers look forward to your emails every single day? Email challenges are made just for that.

This guide will show you exactly how to create a high-converting email challenge, including the best planning practices and real-world examples you need to achieve your business goals.

What is an Email Challenge?

An email challenge is a marketing strategy that involves delivering a series of action-oriented or educational emails to people who’ve subscribed to receive this content. It’s a powerful lead magnet and engagement tool where a marketer guides participants through a process over a set period to achieve a specific, tangible goal.

For instance:

• A yoga instructor can create a 30-day challenge with short programs to help participants boost their well-being goals.
• A food blogger can host a 7-Day Meal Prep Challenge during back-to-school season to grow their list.

Apart from list building and audience engagement, the hosts can also promote relevant products and services to boost their business, from books and courses to affiliate links.

Why You Should Launch Email Challenges

Here are some of the main benefits of running email marketing challenges to help you decide if it’s an appropriate strategy for your business:

• Grow your email list: Apart from gaining new subscribers, you ensure these people are highly interested in your offers and less likely to unsubscribe.
• Engage your existing audience: Email challenges bring value to your current subscribers and help revive your relationships with contacts who have started to disengage.
• Promote relevant offers: Participants are more likely to consider purchasing your products or services if they see them as a natural part of the challenge experience.
• Improve your sender reputation: Since participants have specifically chosen to receive this content, they’re highly likely to engage with it, which boosts your sender reputation and email deliverability.
• Build trust through expertise: Providing immediate, actionable value will help subscribers view you as a leading expert in your niche and show more trust in your future recommendations.

But how can you reap all those benefits? You need to build a dedicated email marketing strategy that will secure high open rates and conversions.

Best Practices for Converting Email Challenges

Follow this step-by-step guide to streamline your email challenge effectively.

1. Create an email marketing plan

A great strategy starts with clarity, especially in goal-setting. Asking yourself these questions can point you in the right direction:

• What do you want to achieve through the email challenge, apart from list growth?
• Will your email campaigns be content-based, or do you also plan to promote specific services or products?
• Are you targeting a specific audience segment?
• What tools will you need to implement this, except for an Email Service Provider (ESP)?

Once the email content and calls-to-action (CTAs) become clearer, determine how much time participants will need to execute the challenge, and add it to your email marketing calendar. Sit down with your team to create a dedicated marketing plan and allocate different tasks. Then, decide how much time you can invest and pick the optimal duration for the challenge based on your goals.

Next, consider whether personalized content will help achieve your goals faster. While a bulk email is often enough, you can use customer segmentation or dynamic content to send targeted challenge emails and create a sense of exclusivity.

Moreover, choose if you prefer an evergreen or a limited-time email challenge. In the first option, people join at their convenience, but if you want to instill urgency, the second option is more suitable.

2. Choose the right challenge for your audience

In addition to setting the best goals for your business, you should follow the same process for your target audience. To get them to sign up for your email challenge, you should focus on delivering the highest possible value.

First, research where you can find the winning topic. You can start by reviewing your own data. Check out your analytics to see which subjects have the most traction. Use data from high-performing blog posts, previous successful newsletters, social media engagement statistics, and lead magnets that performed well.

Also, leverage current trends in your niche, but ensure you offer a fresh angle to stand out from the competition. Seasonal themes, such as back-to-school organization or holiday dinner prep, often convert well if they offer a unique solution.

Interested in people’s opinions before investing in this project? Use social media (like Instagram Stories or Facebook) or send out a quick survey via email to ask followers what type of challenge they’d prefer to join.

Moreover, if you have an ongoing feedback stream with loyal customers or influential accounts, ask them what specific challenge they would follow and pay attention to their needs.

3. Craft your email challenge content

Once your plan is ready, move on to the creative part. Find the best way to deliver high-quality content to your audience without wearing them out or boring them, especially if the challenge lasts more than one week, as your contacts might get distracted along the way.

Starting with the subject line, make sure each email begins with the day of the challenge and clearly introduces the topic to boost open rates.

Here’s an example from Better Brand that sets the tone.

Subject line: Challenge #4 – A Random Act Of Kindness

People generally don’t spend much time reading a single email, no matter how invested they feel in a challenge. Find the right balance between text and visuals in each email, as Better Brand did to boost campaign performance. You can also add interactive content, such as quizzes, short videos, or downloadable checklists, to make the process more engaging and hands-on.

Empower participants to keep up the challenge despite the potential difficulty. For instance, if you’re delivering a mindfulness challenge, start with simpler exercises and acknowledge how hard it can be to stay in the present moment.

Finally, avoid overtly salesy language when promoting relevant products or services. Participants opted in for a different reason and might get confused. Instead, share how these paid offers can help them sustain their progress beyond the challenge.

4. Prepare additional challenge resources

While some marketers use existing content for these challenges, others prefer to craft fresh resources for this cause. From exclusive videos to podcasts or tutorials, they choose to offer a rich experience that doesn’t feel familiar.

Understandably, it can be challenging to craft all that content from scratch. This is where repurposing your existing content and packaging it in a unique way becomes highly valuable.

Here are two practical content scenarios:

• The Knitting Challenge: Create a simple 7-day challenge where subscribers learn one small technique each day. You can take instructions from your blog posts, tweak them, and create short, exclusive video tutorials using that copy as a script. This adds a valuable new format without starting from zero.
• The Leadership Challenge: Train new leaders on essential skills to prepare them for their new role. You can turn existing podcasts into a newsletter series featuring key quotes, actionable summaries, and links to the full episode for those who want more.

It’s up to you to decide the perfect content format for your audience based on available tools, time, and other resources. Combine data from your analytics tools to find what works best for your audience and drives the most engagement.

5. Design your emails for consistency and conversion

Apart from a consistent subject line that secures a high open rate, it’s best to keep the same format for your email series. Using the same fonts and colors provides users with the stability they need to dive deeper into the content without getting distracted.

You can, of course, play with assets and visuals. For example, enhance certain emails with videos, infographics, or GIFs, but ensure they always add value to the challenge participants. Divide your emails into different sections with white space and use bullet points and short paragraphs to improve readability. Remember, participants are looking for instructions, not prose.

If you use CTAs in your emails, make sure they stand out from the rest of the text. Use a distinct color for your button and place it at a prominent location so it is easy to find.

Want to save time? Many notable design or email marketing services offer pre-made templates. Choose your favorite and customize it based on your needs.

Find your favorite template

7. Create a dedicated landing page

One of the most essential assets to promote your email challenge is a landing page. This standalone web page has everything a prospect needs to sign up for your channel without getting distracted by other links or marketing actions.

Here’s an inspiring example by Simplish for their 7-Day Productivity Detox:

A great landing page consists of the following elements:

• A clear headline that includes the name and scope of the challenge.
• Supporting copy that clearly details the benefits the user will receive and the challenge Unique Selling Proposition (USP).
• A clear call-to-action button and a signup form to easily collect email addresses.
• Visual elements like clean graphics or mockups that optimize the reader’s experience and draw attention to the key information.

To gain trust faster, use social proof like testimonials from people who’ve joined the challenge or logos from brands that have trusted your business. Also, write your copy in a motivational tone to boost registrations and set expectations about the challenge agenda.

If it’s your first time designing a landing page, you can save significant time by using a dedicated landing page builder with pre-made templates. All you need to do is customize them with your brand’s elements.

Try Moosend’s builder

Check out these additional resources:

• Best Practices for Landing Page Copy With Examples
• Landing Page Mistakes You Should Avoid
• Landing Page Design Examples To Inspire Your Layout

7. Set up your automated email series

Sending these emails manually would waste a lot of your time. By pre-writing and scheduling your entire sequence, you ensure every participant receives the right content at the right time.

Most email marketing software, like Moosend and Constant Contact, offer pre-made email automation workflows to help you create them easily. The first step is selecting the trigger, the activity that enrolls the person in the challenge.

This is typically a sign-up for a dedicated landing page form. Then, you can choose the actions that will set the sequence in motion (e.g., send email, wait X days, add tag, remove from other lists).

Immediately tag the participant (e.g., 5-Day Challenge), so they receive this dedicated series. This also allows you to exclude them from other newsletters during the challenge period, preventing inbox clutter. Map the flow of the journey, including pre- and post-challenge, such as welcome emails or surveys.

When you finish, sign up through a testing email address to ensure everything’s spot on. Verify that the content, links, images, and timing in every email are correct before making your challenge public.

8. Promote your email challenge on various channels

You’ve planned, designed, and automated your challenge; now it’s time to collect those sign-ups. To get the best results, you need to share your dedicated landing page across multiple channels as part of your promotional plan.

Start where your existing traffic is: your website. Create a pop-up sign-up form with a compelling offer and place a static banner or bar at the top of every page to attract visitors. Additionally, send an invitation email to existing subscribers and encourage them to forward your challenge link to friends and family members who might also be interested.

You can also post your challenge link on popular platforms where your audience spends time. For example, use link-in-bio or profile links on Instagram/TikTok or share a post detailing the specific professional skill or result the challenge delivers.

If you believe the challenge is worth allocating some budget to, paid ads can bring rapid growth. Social media ads (Facebook/Instagram) and Google ads are top options, depending on where your target audience searches for solutions to the problem your challenge solves.

Email Challenge Examples & Why They Work

Let’s explore different email challenges to inspire you and why their promotional assets are effective.

Holistic Wellness

Holistic Wellness promoted a self-care reset challenge for moms with a simple yet beautiful landing page.

Why it works:

• The headline and supporting copy effectively introduce the challenge copy, written in an emotional tone to encourage busy mothers to join.
• The visuals in the middle clearly set expectations for the email content and supporting resources participants will get.
• The call-to-action button is easy to spot, including the words “free” and “now” to yield more clicks by emphasizing both value and urgency.

A Beautiful Mess

A Beautiful Mess invited their subscribers to their 5-day blogging challenge with this email.

Subject line: FREE 5-day blog challenge!

Why it works:

• The subject line introduces the email’s topic to attract the target audience straight away.
• The email copy outlines the intent of this email challenge and lists the main subjects in bullet points for better readability.
• The inline call-to-action is easy to spot and invites readers to join the challenge immediately.

The Recipe Well

This breakfast prep email challenge from The Recipe Well is everything busy people need to begin their day healthily.

Why it works:

• The copy successfully focuses on describing the target audience for this challenge and the host’s mission, which instantly increases relevance and conversions for that specific segment.
• The images of delicious breakfast meals help readers visualize the outcome (what the recipes will be like).
• Even though they didn’t include a distinct CTA button, they strategically placed the signup link at the top of the content to boost visibility and enrollment.

JulieWG

Julie Winkle Giuloni created a 21-day habit-building challenge to help leaders grow their teams through skill development.

Why it works:

• The landing page copy is written in a motivational tone to promote immediate action and boost conversions among leaders seeking growth.
• They used a short listicle and bolded important phrases to make the key benefits immediately scannable and grab the reader’s attention faster.
• The signup form is short and readily visible (above the fold) to reduce friction and increase challenge subscriptions.

Plan Your Next Email Challenge

Ready to invite your audience on an inspiring mission? Find a goal that makes sense to them and commit to sharing value through content.

Remember: the goal isn’t perfection, but progress. Launch your challenge, learn from your first cohort, and iterate as you go. You already have the tools and the plan.

And if you don’t, Moosend has all the features needed to power up your email challenge, from a landing page builder to pre-made design templates to automation workflows. Sign up for an account today and give it a spin.

FAQs

Explore these frequently asked questions regarding email challenges.

1. How long should an email challenge be?

Most email challenges range from 5 to 7 days, which provides enough time to deliver a meaningful result without overwhelming your subscribers. However, some challenges can last longer (up to 30 days), especially when they aim at guiding participants through a larger, complex project step-by-step.

2. Should the email challenge be evergreen or live?

It depends on your goal. Evergreen email challenges are passive lead magnets that people can join at any time. Live challenges (where everyone starts on the same day) create a sense of urgency, but they require significantly more effort and scheduled promotion.

3. When is the best time to promote your paid product?

It’s best to pitch your offer at the end of your email challenge. This strategic timing works because participants have already experienced your expertise firsthand and are much more likely to trust you and purchase your next product or service.

Subscription forms are often the first touchpoint between your brand and a potential customer. So, why treat them as a checkbox rather than a strategic channel?

For marketers who already understand what subscription forms are, the real question is how to turn them into a measurable, optimizable part of their overall marketing strategy.

A signup only matters if it leads to something, whether that’s an engaged reader or a sale. Subscription form analytics help connect user experience with real results by showing who engages, where subscribers come from, and how long it takes for a signup to deliver value.

This guide will show you which metrics to track, practical ways to capture engagement signals, and the business decisions you can make from them.

Why Subscription Form Analytics Matter

For many marketing teams, subscription forms are just a way to boost their newsletter signups or gather information on their leads. This is why you can often find them tucked into a footer or embedded on a landing page. They quietly collect emails, but the “real work” happens while nurturing leads, segmenting users, creating your newsletters, and sending your campaigns.

However, if you’re not tracking how your subscription forms perform, you’re making your lead generation strategy harder than it needs to be. Form analytics can help you understand the users you’re attracting, why they convert (or don’t), and how those users ultimately impact revenue.

But what do subscription form analytics do for your marketing plan, exactly?

They tie form performance to marketing success

Subscription forms mark the moment someone goes from an anonymous visitor to a known contact. When you analyze how each form performs, you’re essentially mapping your traffic and which pages, campaigns, and channels contribute real value.

This is where metrics like conversion rate, acquisition source, and cost per lead start to matter. If forms on blog posts convert better than forms on product pages, or if traffic from LinkedIn yields higher-value subscribers than traffic from Instagram, that’s a strategic shift. Analytics help you redirect time, spend, and creative energy toward what actually works.

They reveal friction points that hurt conversion

A form doesn’t need to be long or complicated to be difficult. Sometimes, a single unclear label or an extra field can cause your conversions to drop, as each added step creates extra friction.

Of course, the above doesn’t mean that all subscription forms perform the same. Tracking friction points is important because it reveals why your audience doesn’t convert.

Maybe shorter forms will perform better for you, or maybe you’re not leading prospects further on their journey because your copy is unclear. The objective here is to create a smoother, more intuitive user experience.

They power better segmentation and personalization

The information you collect upon signup is often the foundation for your nurture strategy. But to use it effectively, you need to understand how it ties to engagement and shapes your demographic segmentation strategy.

For example:

• Do people who select “Informational content” on your preference center’s drop-down menu respond better to case studies?
• Do subscribers from webinar signups convert faster than those from blog CTAs?
• Do prospects from X country display a different buying behavior than those from Y region?
• Does job title influence activation?

Analyzing patterns like these allows you to send the right content to the right people. That’s what leads to higher engagement and faster funnel progression.

They inform your content strategy

Not all content attracts the same type of subscriber. A tutorial might bring in readers looking for practical how-tos, while a deep-dive industry article might attract strategic decision-makers who are closer to buying.

By tying content source to signup, engagement, and, ultimately, conversion, you learn which content actually attracts the right audience. This is how you can go from making more content to creating content that impacts your bottom line and attracts high-value subscribers.

They connect top-of-funnel performance to revenue

This is where subscription form analytics become genuinely powerful. When you track what happens after the signup (opens, activations, conversions, upgrades), you can answer the question that drives investment decisions: “Is this form generating subscribers who eventually become customers?”

Answering this question allows marketing teams to:

• Prioritize forms and placements that lead to paying users
• Eliminate unnecessary friction (like verification or qualifying questions)
• Scale channels that reliably produce profitable subscribers

That way, your form analytics can turn lead capture into a valuable source of prospective customers.

Subscription forms might seem small, but they can influence engagement, segmentation, conversions, and generate revenue in a way that’s more predictable, more efficient, and far more profitable.

Most Important Subscription Form Analytics to Track

Before you start on your metrics journey, think about what you need to track. A small set of reliable analytics that map directly to your strategy can be a lot more effective than tracking everything at once.

Sometimes, tracking your core metrics with Moosend, like Impressions, Conversion, and Conversion percentage, is all you need:

Below, let’s see some other important metrics that can make a difference for your subscription forms, grouped by the problem they help you solve.

Performance Metrics

As the name suggests, these metrics tell you whether the form is doing its basic job: converting visitors into subscribers. They can indicate issues with placement, offer, and user experience.

1. Views or impressions

This is how many people see the form. If impressions are high but everything else is low, your form might have a weak CTA or relevance. A high view count indicates healthy traffic volume. If, on the other hand, views/impressions are low, but your conversion rate is healthy, it means you’re targeting the right audience.

Let’s see an example. A blog post attracts 8,000 pageviews in a month. You use a floating box form that gets 160 impressions. That gap suggests your form’s design could be bland or that you need a different type, like an inline or full-page form.

2. Submissions or signups

This is the count of completed form submissions, which shows your form’s success. The ground zero for volume and the start of any lead-quality analysis. Let’s use the same blog example. Your form generated 240 submissions in one month. That’s the raw list growth you’ll compare across channels and content pieces.

3. Conversion rate

This metric measures how well the form converts visitors. It normalizes performance so you can compare forms across pages and traffic sources.

If you have, let’s say, 240 submissions out of 8,000 page views, your conversion rate would be 3%. If similar posts convert at 6%, the value proposition or CTA likely needs work.

4. Form abandonment rate

This signals the number of people who start the form but do not finish it. High abandonment indicates a poor user experience or friction within the form, rather than a placement issue.

If 600 people opened the form and only 240 submitted, your form abandonment rate would be 60%. This means you need to take some time to inspect fields, invest in a better form builder, or create a more powerful CTA.

5. Time to complete

This metric shows how long it takes users to complete your form after they start interacting with it. Long completion times sometimes reveal complexity, confusion, or unnecessary friction. All of those harm your conversion rates.

Let’s assume that your median time-to-complete on desktop is 18 seconds, but jumps to 55 seconds on mobile. That suggests that your form’s layout needs mobile-related fixes, like fewer fields or a responsive form template

Engagement Metrics

Once people see and start your form, engagement metrics tell you how they behave, where they stall, and whether the experience works across devices and page types. These are the signals that let you move from “my forms don’t perform” to “I know why I lost leads.”

6. Field drop-off rate

This metric shows which fields cause the most exits or the share of users who stop filling out the form at a specific field. Identifying a single problematic field is often one of the fastest fixes. Change one label or make one field optional, and you can get a large uplift.

How to spot it: Look at the percentage of users who reached field X and didn’t continue to field Y. For example, on a lead form of 1,000 starters, 600 reach the “Company size” field, but only 360 proceed. This signals a 40% drop-off in that field. Making it optional and adding a “Prefer not to say” option could increase overall completions.

7. Error rate

This is the proportion of submission attempts that fail due to client-side or server-side validation (invalid email, password rules, required fields). Confusing or unclear validation often creates distrust. You can fix this quickly with clean and precise error microcopy. To identify the issue, count validation errors per type and per field. A good idea would be to prioritize frequent errors first.

For instance, if a signup flow shows 180 email-format validation errors out of 900 submission attempts, that’s a 20% email error rate. Adding placeholder text like [email protected] and inline live validation helps minimize those errors and improve the user experience.

8. Device and page insights

This metric shows your conversion performance segmented by device (mobile, tablet, desktop) and page type (blog post, landing page, pricing page). You need it to understand the subtle design differences that work across different types of devices and pages. A desktop form can appear broken on mobile; a CTA that fits a landing page’s intent may fail in a blog context.

To understand it, compare view-to-submit and abandonment across device and page segments.

For example, let’s say a newsletter form converts at 4.5% as an inline form on your home page’s header, but only 1.1% on your blog. This means you need to adjust your messaging to better align with your blog post content.

9. Scroll depth or visibility

Are people seeing the form? This is the question this metric answers: whether visitors scroll far enough or have the form in their direct field of vision. Low visibility can masquerade as poor conversion. And sometimes, this subscription form mistake can hide the form. The fix here is placement. To spot it, use heatmaps or scroll tracking to show where reading drops off. Then, compare impressions to pageviews to check explicit visibility.

For instance, your homepage footer form records 10,000 pageviews but only 500 form impressions. This shows that most users never reach the footer. Moving the CTA above the fold could boost impressions and multiply newsletter signups.

Quality and Outcome Metrics

Quality and outcome metrics tell you whether your signups can turn into real relationships, revenue, or pointless list noise. These are the signals you use to decide whether to optimize for volume or for value.

10. Lead quality

It shows the percentage of valid or engaged subscribers. Essentially, lead quality is a simple way to separate “real” subscribers from low-value signups like bots, disposable emails, or people who never engage. You can measure this as the share of new signups that pass basic validation checks like an email opt-in process and show initial engagement.

A high volume of low-quality leads damages sender reputation and can inflate your email marketing platform’s costs, especially since most platforms charge subscription-based pricing. Better-quality leads improve conversion, and reduce churn and costs.

You can measure it by taking the number of new subscribers who either pass your email verification checks or interact with your welcome email, and compare it to your total number of signups. If most new subscribers are valid and engage early on, your lead quality is strong.

Let’s see an example: Of 1,000 new subscribers in a month, 850 pass email validation, but only 300 open the welcome email. So, 85% is technically valid, but 30% is initially engaged. The team decides to add a simple double opt-in to improve lead quality.

11. Email engagement

This metric shows early engagement metrics (opens, clicks) for the welcome series and your first campaigns sent to your new signups. First-touch engagement is the most predictive behavioral signal for long-term value. Subscribers who open and click early are far likelier to convert to trials or purchases. So, look at the open and click behavior for the first one to three emails that new subscribers receive. If subscribers engage early, they’re more likely to stay active long-term.

Example: Segment A comes from webinar signups. It shows a 45% open rate and 12% click rate on the first email. Segment B comes from site footer signups and shows 18% and 2% respectively. What should your course of action be? Since Segment A is more active and more likely to provide long-term conversions, you can route Segment A into a short, conversion-focused sequence. As for Segment B, create a more gradual nurture email workflow.

12. Source or channel performance

This metric shows which channels drive the best signups. It’s essentially comparing conversions by acquisition source (organic blog, paid social, SEO, webinars, etc.). Raw lead volume doesn’t equal value. Channel-level outcome metrics let you allocate budget toward channels that produce higher LTV per lead.

To measure it, review where your signups are coming from. Is it your blog, paid ads, social media, or referrals? After that, compare how those groups behave after signing up. Channels that produce subscribers who actually open, click, and convert are worth investing more in. Channels that deliver low-engagement subscribers should be reconsidered.

Let’s consider this scenario: A paid social campaign delivers 4,000 signups at $5 cost-per-lead (CPL), but produces a 0.7% trial rate. On the other hand, organic blog CTAs deliver 800 signups at $1 CPL but produce a 6% trial rate. Despite the lower volume, your blog delivers far higher conversions. This would mean you’ll need to shift your efforts and optimize high-performing blog CTAs.

How Insights Translate into Action

So, you know what to track. Now what? This is the part where your metrics become your roadmap. Let’s see some practical ways to turn signals into immediate wins.

Improve user experience

There are three golden rules for improving subscription form UX: shorter forms, simplified design, and clear, concise CTAs.

Minor UX fixes often produce the biggest returns. If your analytics show high abandonment or that users take a long time to complete the action, treat the form like a conversation. Make it short, obvious, and easy to finish:

• Remove non-essential fields or make them optional.
• Replace free-text with dropdowns where possible.
• Use clear, benefit-led CTAs like “Get weekly insights” instead of “Subscribe.”
• Optimize for mobile with large touch targets, single-column layout, and numeric keyboards for phone fields.

In short, your form design and copy need to be simple and beneficial to users. Like this:

Some additional steps you can take are:

• Reordering fields by effort. You can start with the easiest question (like email) to build momentum.
• Adding microcopy and pinpointing mistakes, like “No spam” or “This is a required field.”
• Using visual cues to clearly separate required and optional fields.
• Testing various form types. A full-page form may perform better on marketing pages, while a floating bar could be the wise choice for a content-heavy page.

After you design your form, start measuring your submission and abandonment rates, your field-level drop-offs, and the time it took to complete the form by device.

Here’s a great example where each field includes helpful placeholder text to help with entering information. What’s more, the required fields are clearly marked. This means that prospects who want to be a part of Cuddle Clone’s promotion will know what information to give right off the bat.

Optimize targeting

This is where you could identify your best-performing channels and audiences. Not all traffic is equal, after all. Use your form metadata and post-signup behavior to see which channels deliver the subscribers who actually engage and convert.

Here’s what you can do:

• Tag signups with source (or use UTMs) and segment by campaign.
• Create high-priority segments (e.g., webinar, paid social, blog, email, etc.) and compare conversions by channel or campaign.
• Reallocate your budget or tweak messaging toward channels with higher LTV per lead.
• Match form messaging to the traffic source. For example, LinkedIn visitors may need a different CTA than blog readers.
• Add a short “why subscribe” near the form to clearly show what the subscriber gets. This way, you’ll attract leads interested in a specific value proposition.

Blume does a great job of showing why a prospective subscriber should follow through with the action, which means getting 20% off their first order.

Once you follow through with those actions, measure which actions converted best by source, and your engagement rates per channel. If, for example, email leads convert faster than paid social, shift spend to your email campaigns and refine the CTAs based on that audience’s behavior.

Enhance lead quality

This is where you need to filter bots, use double opt-ins, and track post-signup engagement. Volume is useless if your leads are not qualified. Here’s how to improve the quality of leads without killing conversions:

• Add simple email validation to block disposable domains and invalid email addresses.
• Use CAPTCHA. They might increase friction, but they’ll filter out the bots.
• Ask for minimal data initially, then gather more info later. An email address, a name, and perhaps a location would do.
• Trigger welcome sequences based on page or channel source.
• Use lead scoring for new subscribers from the start with behavior signals like early opens or page history.
• Segment “silent subscribers” quickly and start nurturing them to lead them down the funnel smoothly, and protect your campaigns from the “Mark as spam” button.

Let’s see an example: Enabling email validation on email campaigns helped measure hard bounces. This, in turn, increased the percentage of users who open the welcome email. This is a clear win for sender reputation and ROI.

How to Track Subscription Form Analytics

Knowing which subscription form analytics matter is one thing. Knowing which ones matter is another. Actually capturing them is another. Tracking subscription form performance doesn’t have to be complicated, but using the right tools ensures you’re not just creating and hoping your form works.

You can start with native tools in your email platform, layer in external solutions for deeper insights, and then combine all data for a complete view.

Using Moosend’s native subscription form analytics

Moosend’s built-in analytics go beyond email metrics, giving you a clear view of form performance without needing extra setup. Each form automatically tracks Impressions, Conversions, and Conversion Percentage, helping you measure visibility and effectiveness at a glance:

• Impressions show that our form was displayed 5,000 times.
• Conversions show that we had 200 successful Halloween submissions.
• Conversion Rate ties it together. It’s the percentage of impressions that turned into signups—in our case, 4%.

The status shows that our form is still published. You can also use labels on your forms to easily filter and sort them according to action, audience, or any other label necessary for internal use.

Try Subscription Forms

Now, back to our analytics. Impressions, conversions, and conversion rate can already tell you a lot. As we mentioned before, high impressions but low conversions suggest issues with your form copy, CTA, or layout.

Low impressions but a high conversion rate indicate that your placement is working, and you just need to increase visibility.

Lastly, low impressions and conversions mean you need to revisit where the form appears and whether it aligns with user intent.

While Moosend doesn’t offer native A/B testing for forms, you can still compare performance by creating variations manually. For example, using one form on blog post A and another on blog post B. Over time, you’ll see which design, message, or placement consistently drives higher conversion.

The tool’s simplicity can help you spot whether your audience sees your form and whether they act on it quickly and easily. That’s enough to guide smart, data-backed adjustments before moving on to more advanced tracking.

Using dedicated tools

Dedicated forms analytics tools help you understand why you see the numbers you see, and what happens next. Use lightweight, marketer-friendly tools to add behavior, funnel, and downstream value signals.

Google Analytics 4

Using GA4 can help you determine and understand event tracking (form views, starts, submissions). Use it to capture three easy events:

• The form_view (when the form became visible)
• The form_start (when the user focuses or clicks into the form)
• The form_submit (completed submission).

Those events let you measure visibility versus intent versus completion across landing pages, blog posts, webinar pages, and other traffic sources.

GA4 can help you see which campaign performs best by using UTMs, spot pages where many prospects start completing your form but drop off at some point (signaling field friction or bad UX), or which forms people view but don’t start completing.

Heatmaps like Hotjar and Microsoft Clarity

Heatmaps and session recordings help you visualize behavior and drop-offs. Tools like Hotjar and Microsoft Clarity can help you understand where users hesitate, which fields they ignore, and whether the form is actually visible on mobile.

Look for scroll depth before the form to understand if it’s too low or too high on the page, or if there is frequent abandonment right after a specific field. These visual signals are the fastest way to decide if the fix is copy, placement, or user intent.

CRM or ESP reports

CRM tools like HubSpot can help you link signups to lead quality and campaign engagement. Export or sync form signups into your CRM—or use your email marketing service—and track early signals of quality, such as welcome-open rates, click-throughs, trial starts, or assigned lead score.

You can perform practical checks, like identifying which source produces the highest 7-day open rate. Or which form (or form variant, if you’re performing A/B checks) generates the most qualified leads. This is where you stop optimizing for volume and start optimizing for value.

Best Practices for Accurate Tracking

Good subscription form analytics start with predictable data. Small mistakes like inconsistent naming or broken events produce misleading signals that lead to bad decisions. Below are focused, practical rules to keep your tracking honest and useful.

• Use consistent tagging and naming conventions: Pick a simple, team-wide taxonomy for UTMs, form IDs, and event names. Consistency makes it trivial to compare forms, channels, and campaigns across tools. If your naming is messy, you’ll spend more time cleaning data than optimizing. Pick one format, document it on one page, and require it in every campaign brief.
• Test forms across devices and browsers: Forms behave differently on mobile browsers, older browser versions, and small viewports. A change that looks fine on a desktop can break the submit button on smartphones. Test the subscription form across both and do a quick smoke test after any copy or embed change.
• Validate that analytics tools capture submissions correctly: Ensure your numbers match reality. Small divergences are normal, but large gaps usually show an implementation issue.
• Track performance over time, not just per campaign: Short-term spikes or dips mislead. Use frequent and seasonal comparisons to tell if a change is real or noise. Track core trends like impressions and conversion rate monthly. Look for sustained uplifts, not just one-off gains.
• Respect privacy and ensure GDPR compliance: Tracking must be compliant and respectful. Only collect data you need, show explicit consent when required, and persist consent records. If you use behavioral tools like heatmaps, make sure they anonymize personal data and run only after consent where required.

Following these simple, repeatable best practices keeps your tracking reliable and makes your optimization work efficient. Clean, trusted data makes a huge difference and helps you lose between tactical guesswork and move towards clear, repeatable marketing wins.

Track Smarter, Not Harder

Form analytics can help you understand how early interactions shape your audience and, ultimately, your revenue. Treat your subscription forms as measurable, optimizable assets, and you’ll see how less guesswork leads to data-backed improvements that drive consistent growth.

Start simple: track impressions, submissions, and conversion rates in Moosend to spot quick wins. Then layer in external tools for deeper insights like user behavior or post-signup engagement. The more complete your view, the better your strategy. Keep testing, refining, and let your data show you where your best subscribers are coming from.

FAQs

Let’s take a look at some frequently asked questions on subscription form analytics.

1. What’s the most important metric to track for a subscription form?

Conversion rate is your primary performance metric that shows how efficiently visitors turn into subscribers. But don’t look at it alone; pair it with impressions and post-signup engagement for real context.

2. How often should I review my form analytics?

This depends on your industry and your goals. A good rule of thumb is weekly for active campaigns and monthly for evergreen forms. Regular reviews help you catch drops early and understand if changes you made (like copy or placement) are actually working.

3. How do I know if low conversions are a placement issue or a UX issue?

If impressions are low, it’s likely placement. If impressions are fine but conversions drop, you’re looking at a UX or copy problem like unclear CTAs, too many fields, or poor mobile layout.

4. Should I remove underperforming forms or try to fix them?

This is up to you, but generally it’s best to fix first. Start by adjusting CTA copy, placement, or form length. If a form stays flat after several tweaks and its traffic is low-quality, it’s better to retire it.

5. How do I balance data tracking with privacy compliance?

Collect only what you need (usually an email and name), include clear consent language, and ensure any behavioral tools you use mask personal information. Finally, always follow GDPR or local privacy laws.

What if you could skip the slow, complex website building process and jump straight to collecting leads or making sales?

Despite what some marketers still believe, you don’t need an entire website to launch an idea, promote a product, or grow your audience. A single landing page can do all of that, and sometimes, even better. Because it’s faster to set up, easier to manage, and way more focused on one goal: getting people to take action.

In this guide, we’ll show you how to create a landing page without a website, using beginner-friendly tools and smart marketing strategies. Learn how to make these digital assets work seamlessly to meet your marketing goals.

Landing Pages vs. Websites: What’s The Difference?

A landing page is a standalone page designed with a singular marketing goal in mind, such as collecting emails or promoting a service.

A website, on the other hand, is like your digital headquarters. It’s where visitors explore who you are, what you offer, and maybe get lost clicking through your blog, about pages, and contact forms.

While a website typically contains large amounts of content, linking to both internal and external pages that serve different purposes, a landing page has one clear goal, one call to action, and most importantly, zero distractions. Instead of saying, “Here’s everything we do,” it says, “Here’s what you should do, right now.”

Explore their key differences in the table below:

Can a Landing Page Act as a Website?

Short answer: yes, it can. A landing page can replace a website, especially if your main goal is to create an online space where people can learn who you are and take a clear action, like subscribing, booking, or buying. This setup works surprisingly well for small businesses, freelancers, and creators.

Think of it as a one-page website. It still represents your brand, highlights your offer, and guides visitors toward a conversion, all from a single, focused space. Plus, you can save the time and budget required to build a full site.

Here’s how SimplyDigital’s agency used landing pages to expand its audience:

Moreover, some businesses even use multiple types of landing pages covering different purposes, such as lead generation and event promotion, that also work as “mini-sites,” instead of investing in a website.

Pros and Cons of Creating a Landing Page Without an Existing Website

While a landing page can absolutely take the place of a website, it’s not a one-size-fits-all solution. Whether it’s the right move for you depends on your goals, resources, and how fast you want to get things rolling. Let’s explore its main perks and drawbacks:

Pros

• Better ad performances: When you run paid ads, sending visitors to a focused landing page instead of a full website increases the conversion potential. There are no menus, no navigation links, just one clear call to action.
• Faster to launch: You can have a landing page live within a day. It’s the ultimate quick-start option for creators, small businesses, or anyone who wants fast results.
• Lower investment: With landing pages, you won’t need to pay for a domain, hosting, or web development. You can launch your offer for a fraction of the cost and test ideas before committing to a full site.
• Easier to test and optimize: A single page means fewer moving parts. You can quickly A/B test headlines, visuals, and CTAs to see what converts best.
• Ideal for limited-time offers: Landing pages are great for campaigns that don’t need a permanent home. These include flash sales, event registrations, product pre-launches, and more.

Cons

• Limited content flexibility: If you want your landing pages to work, you’ll need to keep your message short and strategic. This can be a problem if you have a complicated product, since readers may find your page weak.
• Reduced brand awareness: Without a full website, it’s harder to showcase your entire brand story or product variability. Since a landing page focuses on a single goal, there is limited space for storytelling.
• Harder to build long-term SEO: Search engines love websites with structured content and multiple pages. A single landing page won’t drive much organic traffic on its own.
• Perception of legitimacy: Some users may expect a full website to feel reassured that your business is credible. This is especially true if they’re about to make a purchase or share personal data.

How to Create a Flawless Landing Page Without a Website

Ready to go from idea to live page? Here’s how you can create a fully functional landing page without owning a domain or writing a single line of code.

Step #1: Define your landing page goal

Before you start designing your landing page, the first thing you need to do is establish its purpose. For example:

• Lead generation: Collecting email addresses for future marketing efforts.
• Direct sales: Selling a product or service immediately.
• Event promotion: Drive sign-ups for a specific event or webinar.

Establishing a clear goal will help you determine the exact information and arguments needed to convince your target audience to take action, and will ultimately inform your entire strategy.

#Step 2: Choose a landing page builder

Once you define the goal of your landing page, the next step is choosing the right tool. Luckily, there are several great landing page builders in the market, with both free and paid options.

A good builder should offer features that help you design quickly, test variations, and optimize for conversions. At a minimum, look for:

• Premade templates so you can start with a proven layout
• A drag-and-drop editor to customize your page without coding
• Mobile-responsive designs that look great on all devices
• SEO settings support (e.g., meta title, description, URL slug)
• A/B testing options to compare versions and improve performance
• Integrations with your email marketing platform or CRM

If you want a simple, beginner-friendly tool that checks the above boxes, Moosend’s landing page builder is a solid choice. You can create a free Moosend account, pick from professionally designed templates, and customize everything using the intuitive drag-and-drop editor.

Create your first landing page

Step #3: Design your landing page

You’ve reached the fun part. Now, you can begin with the landing page creation. You can either start building a design from scratch or select a landing page template.

If you don’t want to involve a designer, selecting a template is the best option. Many landing page builders offer pre-made landing page templates that you can use as a starting point to save time and effort.

For example, Moosend offers 40+ templates for lead generation, promotions, events, and more.

Step #4: Write engaging copy

As we said before, landing pages are focused pages. So, your landing page copy matters more than you think. Write clear, benefit-focused copy that tells visitors exactly what they’ll get and what to do next.

First, think of an eye-catching headline that grabs attention and aligns with your landing page goal. You’ll also need to create short supporting text that encourages readers to delve deeper, while also highlighting how your offer differentiates from the competition.

The better you communicate your Unique Selling Proposition (USP), the more value your readers will see in your offer.

At this step, you can leverage AI writing tools that are integrated into your landing page software. For example, Moosend has an AI Writer that assists users with creating and proofreading copy for email campaigns and landing pages.

Next, you’ll need to create a compelling CTA button, such as “Sign up now” or “Grab your eBook”. It’s advisable to use contrasting colors for your CTA to make it stand out.

Keep the message consistent, from your ad or email to your landing page, so users know they’re in the right place.

Step #5: Customize visuals and layout

Use the drag-and-drop editor to add images, forms, buttons, social icons, and even countdown timers. Try to use visuals that support your offer, such as product photos, mockups, or screenshots, in order to help people understand what they’re getting.

Alternatively, it’s a great idea to add testimonials or a quick explainer video.

Tip: Avoid lengthy forms as they can “intimidate” potential customers.

Step #6: Set up conversion tracking

After you finalize your design and proofread for any typos and errors, it’s time to decide how you want to track conversions.

Many landing page builders let you track your conversions in two ways:

• When someone submits a form
• When someone clicks a button

Additionally, you can enable tracking with Google Analytics and Facebook Pixel by following your builder’s instructions.

Step #7: Set SEO settings 

After finalizing the content of your landing page, your landing page builder will usually ask you to fill in some SEO details to boost visibility via search engines. These can include your page title, meta description, and an internal name to help you identify the page in your dashboard.

Here are two quick tips:

• Keep your title under 60 characters and include your main keyword (e.g., “Free Webinar on Email Marketing”).
• Write a meta description around 150–160 characters that clearly tells users what they’ll get when they visit your page.

You can also upload a favicon, which is the small image that represents your website in web browser tabs.

Step #8: Publish your landing page

Now, you’re ready for publishing. Most landing page builders will host the landing page for you, so you don’t need your own domain or hosting service. You’ll get a shareable link you can use on social media, in ads, or in your email campaigns.

And just like that, you’ve launched your first page without ever touching a website builder.

Actionable Landing Page Design Best Practices

If you want your landing page to actually perform, here are a few quick strategies you can apply right away:

• Put the value upfront: Your headline should answer the question: “Why should I care?” Make the benefit clear in the first few seconds.
• Use one clear CTA: Use bold color and clear text (“Get the guide,” “Join the webinar”), and remove distractions like menus or external links. Place the CTA button above the fold and after key sections as you see fit.
• Add social proof: Testimonials, reviews, logos, and anything that shows real people already trust you can boost your credibility.
• Keep forms short: Ask only for what you truly need. Failing to do so might discourage visitors from providing their details and reduce overall landing page performance.
• Optimize for mobile: More than half of your visitors are probably on their phones. Check spacing, button size, and load time on these devices.
• Use consistent messaging: Match the promise from your ad, email, or social post. Otherwise, your page will feel “foreign” and won’t deliver the expected results.
• Test one thing at a time: When A/B testing your page, change one thing at a time (e.g., the headline or CTA color). Otherwise, you won’t be able to track what worked (or didn’t).

Ready To Launch Your Landing Page?

What’s the aftermath? A simple landing page can give you all the visibility and functionality you need, without the high costs or the wait for someone to “get back to you next week.”

And now that you know exactly how to build one, there’s nothing stopping you from getting started.

If you’re ready to try it for yourself, creating a free Moosend account is all it takes. Your first landing page is only a few clicks away.

Let’s talk about the future of spending: Generation Z. By 2030, their spending power is projected to reach $12T globally, and you can’t afford to ignore them. Born between 1997 and 2012, this demographic is the first truly digitally native generation, raised with immediate access to online information.

The result? Their consumer behavior has changed significantly compared to previous generations. They grew up spotting marketing tricks from a mile away, care about real value, and question every ad that comes their way.

In this article, you’ll discover key insights about marketing to Gen Z, along with their traits, preferred marketing channels, and tactics that can help you reach them more effectively. Also, you’ll learn tips to address them without compromising your brand’s core identity.

Decoding Gen Z’s Consumer DNA & Key Marketing Trends

Gen Zers have a unique consumer mindset. Let’s explore their main traits to understand them better.

Authenticity and transparency

Young consumers seek value and authenticity. They support brands that align with their personal ethics and are brave enough to take a public standpoint. Moreover, Gen Z can easily distinguish between proactive and performative marketing.

For example, they’re more likely to choose brands that follow environmentally friendly practices. Eco-friendly packaging, sustainable sourcing, and social responsibility actions should be high on every retailer’s and manufacturer’s agenda to win the trust of Gen Z. These practices should be presented with full transparency. Brands should openly share data on their initiatives and impact, not just make generic statements.

So what makes an authentic marketing experience for Gen Z? It’s a “come as you are” brand mindset. They want brands that welcome individuality, whether through online and offline engagement events or gamified spaces where they can create profiles or avatars and show who they are.

Conversational and real-time communication

Being digital natives definitely changed the game for Gen Z’s communication preferences. They pretty much live in digital messaging channels and social media, which they can easily access on their smartphones, and often skip traditional ones. Instagram and WhatsApp, for instance, are essential for them.

This generation is all about immediacy and speed. They don’t want lengthy conversations, but quick responses. Emojis, memes, GIFs, and reels are sent more often and win out over text-heavy messages. Plus, Internet slang, acronyms, and lo-fi content are definitely on their bucket list.

Finally, Gen Z wants to keep it real. They prefer to communicate in ways that let them express their authentic selves, rather than participate in formal transactions. And of course, they expect the same energy from the brands they interact with.

Social media shopping

For younger generations, social media platforms aren’t just for communication. Social commerce is already dominating their shopping habits, with 58% of Gen Zers having made a purchase directly through a social media channel.

Short-form video platforms like TikTok, Instagram Reels, and YouTube Shorts are often outperforming traditional search engines for this cohort. To keep up, brands are now incorporating Video Search Optimization (VSO) into their overall SEO strategy.

Influencer marketing and user-generated content (UGC) play a key role here. This trend reflects Gen Z’s preference for community and peer validation over fancy brand messaging.

Since all this shopping is happening on social media, Gen Z’s purchase journey is mainly mobile-first. Every experience should be responsive and seamless. Offering dedicated apps and implementing one-click checkout are essential for maximizing conversion rates.

Hyper-personalization and data privacy

Gen Z expects deep customization rather than simple personalization. That’s why many brands are introducing features like Augmented Reality (AR) try-ons, custom recommendations, and interactive design tools.

Also, since this generation was practically raised by the internet, they demand immediacy and have short attention spans. To tackle this, marketers must hook them straight away.

Brands use machine learning to adjust their messaging and tailor the experience as much as possible. AI-driven gamification, real-time performance previews, or live events that seamlessly blend online and traditional marketing drive more engagement.

All this customization comes with a trade-off, as Gen Z is usually concerned about sharing their private data. However, when presented with the right incentives, they’re more willing to share it.

Source

Social responsibility

Mental health, sustainability, and inclusivity are not just trending topics for this generation of consumers, but top priorities. Gen Z is deeply attuned to these causes and actively supports brands that take a similar stance. If you follow and believe in an ethical marketing agenda, you can gain their trust.

Remember, this generation isn’t just a passive observer. For them, by-standing is a major red flag. Brands are expected to integrate these values into their business, and anything less will be seen as a failure of social responsibility.

Budget-consciousness and impulse-buying

While they’re often described as super risk-averse, almost one in two Gen Zers actually admit to making emotional, impulsive purchases. This clearly shows that emotions often drive their behavior.

However, brands should handle this sensitivity with care. Given their high standards for authenticity and genuineness, manipulative tactics like FOMO and fake scarcity are instantly spotted. Trying those old tricks often backfires, leading straight to distrust.

Does Gen Z Require A Whole New Marketing Approach?

Are you wondering if your existing marketing strategy is enough to appeal to younger audiences? The answer is, it depends on your mindset. If segmentation and personalization are already in your toolkit, you’re definitely headed in the right direction. However, if you’re still relying on a one-size-fits-all strategy, it’s time to rethink your approach.

The opportunity for growth lies in moving beyond mass broadcast messaging and embracing data-driven personalization and conversational tools. Gen Z can easily tell when their data is used responsibly and view thoughtful personalization as a sign of responsible marketing.

So, what happens to businesses that aren’t inherently digital-first or currently lack the “Z-friendly” go-to tactics? Are they doomed or obsolete?

As long as authentic and transparent methods remain key for your business, you’re already halfway there. You can embrace the new and strategically evolve in the areas you can.

How to Include Gen Z Tactics into Core Marketing Functions

Here are some quick, non-disruptive fixes to target Gen Z, allowing you to gradually evolve your strategy without changing it to the core.

1. Turn long-form content into snackable

Their preference for short-form video and reels shows that Gen Z is less likely to read through long text, especially if it isn’t easily scannable. The same limited attention applies to videos that require extended watch time.

Propose rich, long-form content for this segment by slicing it into smaller, digestible formats. A quick TikTok video, a Snapchat reel, or even an engaging LinkedIn infographic can significantly move the needle.

For example, if email works well for your brand, segment your Gen Z audience and send them short, visual emails instead of long newsletters, and then adjust based on how they engage.

Check out this email from Bubble. The content is playful, inclusive, and snappy, which is the perfect formula for attracting young people.

2. Prioritize micro-influencers and user-generated content

While many brands focus on broad partnerships and paid media campaigns, micro-influencers seem to have greater influence over Generation Z. Niche content creators with in-depth knowledge thrive within their smaller communities. This lets them form stronger, more credible connections with customers, and that’s something the new generation trusts immediately.

To double this effect, brands need to actively encourage their own customers to share content online using their products and services. This is how you gain organic traction.

A highly effective approach is to run a giveaway contest where you invite followers to share your new products online using a specific branded hashtag. In exchange, offer a prize to a lucky winner. This tactic transforms customers into genuine brand advocates and generates a steady stream of authentic UGC that Gen Z favors over traditional ads.

3. Hyper-personalize content with AI

The rise of AI is not a future trend for Gen Z. They grew up on the TikTok “For You” algorithm and Netflix’s tailored home screens. As a result, they do not just accept AI personalization; they absolutely expect it.

Here’s how to future-proof your marketing strategy and stay relevant to Gen Z:

• Deliver real-time product recommendations based on interests and behavior
• Craft ads and content that look and feel like they belong on the feed of each social platform
• Improve customer service through AI chatbots and virtual assistants for immediate response

Many marketing tools, such as email and CRM software, have integrated AI recommendation capabilities. By integrating them with your eCommerce store, you can access lookalike audiences and group prospects by interests or customer behavioral data to deliver relevant recommendations.

Send AI-powered emails

An ethical warning: Request an explicit data disclosure agreement and an opt-in to deliver those experiences. Gen Z consumers are oversensitive to data violations and eager to point them out, so do everything by the book.

4. Optimize the mobile social commerce journey

Gen Z expects mobile-first shopping, and a standalone website isn’t always where discovery happens. You must actively leverage social media shopping options, such as Instagram Shop, to create a unified mobile-first experience.

Every single customer who discovers your products on their smartphone needs to be just one or two clicks away from checkout. Social commerce options help remove that friction by letting users browse, select, and buy without ever leaving the platform.

On top of that, make sure you offer a variety of secure payment methods, including “Buy Now, Pay Later” (BNPL) options, because this is heavily favored by the generation that prioritizes savings.

Also, adding interactive elements, such as AI-powered product recommendations and custom filters, will win you extra loyalty points by making the process seamless and engaging.

5. Embrace community marketing methods

If you’re serious about building strong connections with your younger audience, you need more than basic transactional campaigns. Your goal should be to create opportunities for real-time communication through community marketing efforts.

Think about hosting online live sessions, dedicated private groups, or engaging Q&A sessions. These are the conversations that build genuine loyalty.

These vital connections can also take place offline. For example, you can invite Gen Z customers to pop-up events, offering selfie spots or photo-friendly setups, allowing them to hang out with other Gen Zers, and offering behind-the-scenes access that feels exclusive and “postable.”

This approach is powerful because it rewards customers with experiences, transforming them into a loyal community and fostering authentic, long-term brand advocacy.

6. Show your brand’s values through action

Generation Z strongly disapproves of brands that fail to live up to their mission and disrespect their public values. To earn their trust, you have to walk the walk, not just talk the talk.

To reduce the risk of a PR disaster, you should prioritize subtle, verifiable cues over loud marketing campaigns that can be instantly dismissed as greenwashing or performative activism.

For instance, embed ethical resources directly on your product pages and commit to full transparency about business processes. This quiet confidence will prove that your values are integrated into your daily operations, not just something you say in your advertising.

7. Optimize your content for AI tools

Gen Z already treats AI tools as part of their daily workflow. Early data shows they see ChatGPT as a resource and even a coworker. As these tools become embedded in shopping journeys, brands will need to consider how their product catalogs, messaging, and recommendations appear within AI-driven chats.

You should actively monitor these integrations and prepare for conversational shopping as an emerging channel. This trend reinforces the broader narrative that Gen Z expects speed, convenience, and conversational interactions across every touchpoint.

Move Beyond Gen Z Marketing Trends

Even though Generation Z is a force in the spending economy, their core values and consumer habits are still in progress. Technology is moving so fast that predicting exactly how this generation will adapt to our ever-evolving economic environment is challenging.

So, what’s the ultimate strategy? Move beyond just tracking trends. Create an open, genuine communication channel with young consumers to learn first-hand what they need and how they want it delivered. This continuous dialogue is what builds authenticity and, ultimately, secures the long-term loyalty of a generation that puts values and transparency above all else.

FAQs

Let’s explore the most frequently asked questions regarding marketing to Gen Z:

1. What are the best social platforms for reaching Gen Z?

The most popular social platforms for Gen Z are YouTube (especially Shorts), Instagram (Reels), TikTok, and Snapchat. These are closely followed by Facebook, Discord, and X.

2. How can brands leverage TikTok to reach Gen Z?

To use TikTok effectively, brands should prioritize authentic and entertaining short-form videos. This includes actively participating in platform challenges and trends, and creating genuine collaborations with their favorite content creators and micro-influencers.

3. What does Gen Z value in marketing?

Gen Z supports brands that align with their values and prioritize authenticity. They appreciate flexible payment options (like BNPL), hyper-personalized marketing experiences, and genuine community participation initiatives.

4. What role does gamification play in Gen Z marketing strategies?

Generation Z is fond of interactive experiences that adhere to their preference for engaging, short-form content and personalization.

Choosing the right newsletter platform can make or break your audience-building strategy. Both beehiiv and Mailchimp promise to help you grow, engage, and monetize your subscribers. Yet they take very different approaches.

In this post, we’ll compare the two head-to-head across the features that matter most to newsletter creators: ease of use, customization, automation, monetization options, and pricing.

Whether you’re an independent writer, a media brand, or a growing business looking to build a loyal readership, let’s see which platform delivers more value and why.

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beehiiv vs Mailchimp: Feature Comparison

Let’s break down how beehiiv and Mailchimp compare feature-by-feature to help you decide which platform better fits your newsletter goals.

Key takeaways:

• beehiiv is purpose-built for newsletter growth. Its focus on simplicity, storytelling, and built-in monetization tools makes it ideal for independent writers, niche publishers, and media creators.
• Mailchimp, on the other hand, offers broader marketing capabilities. It’s a better fit for brands and small businesses that need multi-channel automation, ecommerce integrations, more advanced analytics, and a drag-and-drop email builder.
• For creators prioritizing audience connection and monetization, beehiiv delivers more direct value. But if you want a complete marketing suite that extends beyond newsletters, Mailchimp remains a strong all-rounder.

Setup & Ease of Use

beehiiv:

beehiiv is built with simplicity in mind. Its clean interface and straightforward setup make it easy for writers to launch a newsletter in minutes.

The onboarding flow walks you through creating your publication, customizing your theme, and connecting your domain. It feels like writing on a modern blogging platform rather than using a traditional email builder.

Overall, users can quickly become familiar with the tool and use all its features effectively.

Mailchimp:

Mailchimp, on the other hand, offers a more comprehensive dashboard suited for marketers.

While its drag-and-drop editor and pre-made templates simplify design work, the platform can feel overwhelming for new users due to the number of settings and tools it offers.

However, it’s great for users who plan to run multiple campaigns beyond newsletters, such as product promotions or customer journeys.

Winner: beehiiv. It offers a smoother overall user experience.

Email Builder

beehiiv:

beehiiv’s email builder is simple. When you first open it, you’ll notice that it looks more like a writing platform than a traditional email tool. It’s built for creators who want to focus on words first, and then design.

The editor works much like a modern blogging interface. You can format text, insert images, add buttons, and embed links or videos without dealing with complex layouts. You won’t find drag-and-drop blocks or endless menus here. Instead, beehiiv uses a forward slash (/) command to provide quick access to a variety of formatting and dynamic content blocks.

During our review, we found that beehiiv’s biggest strength lies in its clean writing experience and automatic design consistency. Every newsletter you create automatically adapts to mobile and web views, keeping typography and spacing neat across all devices. The platform also lets you preview your campaign in both light and dark modes, a nice touch for creators who care about readability. We also liked that content creation follows a clear path (compose-audience-email-web-review).

However, there are trade-offs. beehiiv doesn’t yet support advanced design customization or HTML editing (though there is a code block). So, while it’s perfect for personal or publication-style newsletters, it may feel limiting if you need branded layouts or heavy visuals.

Mailchimp:

Mailchimp’s email builder takes a very different approach. It’s visual, flexible, and loaded with customization options. You get a user-friendly drag-and-drop editor with dozens of content blocks for images, buttons, social icons, product grids, surveys, and more. Each element can be edited or rearranged instantly, and the real-time preview shows exactly how your campaign will look on desktop and mobile.

Compared to beehiiv, Mailchimp feels more like a design studio. You can insert your own HTML, adjust padding and colors, and even use dynamic content blocks to tailor messages to different audience segments. During testing, we found the “Creative Assistant” especially useful. It can automatically pull your brand colors, logo, and fonts to generate on-brand templates.

Mailchimp also includes helpful productivity tools. The “Optimize” feature checks for missing links, typos, and layout issues before you hit send. Paid plans even include an AI content generator to help you write subject lines and email copy faster.

That said, Mailchimp’s flexibility comes with a learning curve. For creators who want to write and send a clean newsletter, the extra settings might feel overwhelming or overkill.

Winner: It’s a tie, since it depends on your individual needs.

Templates

beehiiv:

beehiiv prioritizes readability and simplicity. There aren’t dozens of email newsletter templates to choose from. Instead, it gives you 7 clean, modern layouts explicitly designed for newsletters. They are all well-designed and eye-catching, giving you a great starting point to create your newsletter.

These templates also adapt automatically to your brand colors, logo, and typography settings once you’ve configured them in your publication settings. You can tweak font styles, colors, and accent elements, but the customization options are intentionally limited to keep the focus on your writing.

We particularly liked that every beehiiv newsletter template is automatically optimized for both web and email reading, so subscribers who click “View Online” see a seamless version hosted on your beehiiv site. That integration makes it easy to maintain a consistent brand look across email and web versions of your publication.

However, if you’re looking for variety, beehiiv may feel restrictive. There’s no template marketplace or library like other tools offer.

Mailchimp:

Unlike beehiiv, Mailchimp offers a broader email template library. Specifically, you get more than 130 newsletter template designs for various use cases like product announcements, event invites, and blog digests. These templates are also categorized to help users identify quickly what they’re looking for.

What’s more, each template is fully customizable through Mailchimp’s drag-and-drop editor. You can swap content blocks, adjust colors, add brand elements, or save your own layouts for future use. This flexibility makes Mailchimp ideal for marketers who need to send different types of content regularly, not just text-based newsletters.

We also liked the “Saved Templates” and “Themes” options. They let you maintain consistent branding across campaigns without having to start from scratch every time. Plus, if you’re on a higher-tier plan, you can upload your own HTML templates or import designs built in other tools.

The only downside is that customizing templates takes a bit longer compared to beehiiv’s one-click simplicity.

Winner: Mailchimp offers more pre-built designs out of the box, so it takes this win.

Marketing automation

beehiiv:

Moving on to beehiiv’s automation, we were surprised by how easy and smooth everything feels. The platform has a visual automation builder that lets you create multi-step journeys using various triggers, including subscription events (e.g., sign-up, survey submission, poll response, upgrade to a paid subscription). There are also 8 pre-built workflow templates that serve as a great starting point for your email strategy.

With beehiiv, you’ll be able to create both simple and sophisticated flows. The automation builder lets you use branching logic and set up conditional actions. You can also add time delays so your readers receive the right content at the right time.

I also liked that beehiiv’s automation integrates seamlessly with its referral and monetization tools. For example, you can automatically email subscribers when they reach referral milestones or when new paid content goes live. This functionality will be particularly appealing for writers and media creators who value simplicity and direct growth tools.

Mailchimp:

Like beehiiv, Mailchimp incorporates a powerful, visual workflow editor (Customer Journey Builder). You can create multi-step workflows and use branching logic, but these features aren’t available across all paid plans (you need at least the Standard plan). Free plan users have access only to a free preview of the feature.

Despite that, Mailchimp’s automation workflows surpass what beehiiv offers, since you can include SMS in your automations and use behavior-based triggers such as cart abandonment and product purchase.

You also get more than 100 pre-built automation templates. These include welcome series, onboarding sequences, product recommendations, birthday offers, and post-purchase follow-ups. These templates will be great for kicking off your digital marketing strategy, but they won’t be as helpful if you want to create newsletter-oriented automations or monetize your audience directly.

The main downside to Mailchimp’s automation is that the dashboard can feel cluttered at first. You’ll likely need some trial and error to fully grasp all available triggers and conditions. But once you get used to it, it’s one of the most versatile systems on the market.

Winner: Both services can get the job done, yet Mailchimp can do much more once you set it up.

List management

beehiiv:

In beehiiv’s Audience dashboard, you can see all subscribers with their key metrics such as subscription type (free or paid), engagement level, and referral source. Segmentation options are fairly straightforward.

You can group subscribers by factors such as subscription status, engagement (opens or clicks), and custom fields you define. What’s more, you have the option to create static or dynamic segments. The latter are automatically updated daily based on conditions you set.

What stood out to me was the Referral Tracking feature. It automatically tags subscribers who joined via your referral program, letting you identify top advocates and reward them through automated campaigns. This function, combined with clear engagement analytics, gives creators valuable visibility into how their audience grows organically.

Mailchimp:

Mailchimp offers a different audience management system. You can create lists (called Audiences) that work as exclusive entities. For example, if a subscriber exists on more than one list, you’re charged for that same subscriber as many times as they appear. This can incur additional costs.

Your audience can be organized into groups based on the content they want to receive, as well as segments that update automatically based on their behavior. You also get custom labels (tags) to keep your contacts organized. For many users, this distinction can be confusing at first, so it will take some familiarization.

With Mailchimp, you can also build dynamic segments using multiple conditions, like combining engagement behavior, signup source, and purchase frequency. On more expensive plans, you can even use predicted insights to target specific groups more effectively.

Winner: beehiiv wins this one since it offers a more flexible and straightforward approach to audience management.

Reporting & Analytics

beehiiv:

beehiiv offers a streamlined analytics dashboard that focuses on the essentials you actually need (opens, clicks, growth rate, and referral performance). Reports are organized into three categories: Subscriber reports, Post reports, and Click reports.

The platform allows you to break down your analytics by timeframe, acquisition source, and campaign, helping you uncover clearer patterns and understand what drives your performance. This makes it easy to track how each newsletter performs and identify which content resonates most with your readers.

We also found the Referral Analytics very helpful, as it shows how many subscribers came from word-of-mouth sharing or specific campaigns.

Mailchimp:

Mailchimp delivers a comprehensive analytics suite, ideal for data-driven email marketing. You can track essential metrics such as opens, clicks, unsubscribes, and engagement over time, as well as advanced ones like subscriber lifetime value, revenue attribution, and predicted demographics. On more expensive plans, you can even compare how different campaigns perform via the Comparative Report feature.

Overall, Mailchimp’s visual reports are detailed yet intuitive, and integrations with tools like Google Analytics give you a complete view of how your emails influence website traffic and sales.

Winner: Mailchimp’s platform offers a broader range of reporting tools, and its analytics capabilities surpass those of beehiiv.

Monetization Options

beehiiv:

beehiiv positions itself as the one place to build newsletters and monetize your content. And rightfully so, since it is extremely easy to turn newsletters into revenue streams without relying on third-party tools.

You can set up paid subscriptions directly through beehiiv, offering premium editions to paying readers while continuing to send free content to your broader audience. Payments are processed seamlessly via Stripe, and the entire process from signup to payment management is integrated into your dashboard.

There’s also the Ad Network, where writers can access sponsored placements and brand partnerships inside their newsletters. You can opt in, approve sponsors that fit your niche, and earn revenue per send. It’s a fully native monetization option that simplifies how creators manage both subscriptions and sponsorships from one place.

Finally, the Boosts marketplace lets you get paid by other creators for sending them new subscribers.

Mailchimp:

On the other hand, Mailchimp’s platform doesn’t offer built-in monetization tools for your newsletters. You do get product recommendations and promo codes, but these features are mostly suitable for eCommerce businesses. You can also sell digital products like courses and ebooks, but you’ll still need to rely on external tools or payment processors.

For affiliate marketers, Mailchimp imposes certain policies that they must adhere to. Generally, affiliate links are allowed, but you must follow the platform’s policies on acceptable content.

Winner: beehiiv provides multiple ways to monetize your newsletters while keeping 100% of your earnings.

Integrations

beehiiv:

beehiiv offers a growing selection of integrations, primarily for newsletter-focused workflows. You can connect with popular tools like Zapier, Stripe, and Typeform, as well as analytics and referral systems such as Google Analytics and SparkLoop. These connections make it easy to sync subscribers, manage payments for paid newsletters, and track performance across channels.

While its native integration library isn’t as extensive as older platforms, beehiiv’s API and Zapier support fill most gaps, allowing creators to link with CRMs, ad platforms, and social tools. For independent writers and media brands, this setup covers monetization, growth tracking, and data syncing without unnecessary complexity.

Mailchimp:

Mailchimp offers a long list of integrations, supporting hundreds of third-party tools across ecommerce, CRM, social media, and analytics. You can connect directly with Shopify, WooCommerce, Salesforce, HubSpot, and Meta Ads, making it ideal for brands managing multiple marketing channels.

For newsletter creators, integrations with design tools like Canva and content platforms like WordPress are particularly useful, streamlining workflows from content creation to distribution. However, some integrations (especially ecommerce ones) are better suited for businesses than individual writers.

Winner: It’s a tie.

Customer support

beehiiv:

On its pricing page, beehiiv boasts “Human Support.” You can contact the Support Squad via ticket, with response times varying from 12 to 36 hours depending on your plan. There is also an AI Assistant available 24/7. Additionally, you can get help from the extensive knowledge base, which includes guides and tutorials for common issues.

Regarding support quality, G2 users report slow response times and ineffective AI chatbot assistance.

Mailchimp:

Mailchimp’s support infrastructure is more robust, since it includes 24/7 live chat, email support, and (for higher‐tier plans) phone support and dedicated account representatives. Free plan users get email support only for the first 30 days.

All these seem great. However, as with beehiiv, many Mailchimp user reviews indicate inconsistent service quality. For example, one review notes that support can be slow to respond, leading to unnecessary frustration when immediate assistance is needed.

This is a pattern we’ve been seeing lately in Mailchimp reviews regarding its customer support.

Winner: This is a tie, since both competitors have significant improvements to make in the support department.

Mailchimp vs beehiiv: Pricing

Now, let’s compare the two newsletter platforms in terms of their pricing.

beehiiv:

beehiiv’s pricing structure consists of a free plan and three paid options. Starting from the free tier, it’s undoubtedly generous, letting you have up to 2,500 subscribers. You can send unlimited emails and access handy features like the Recommendation Network and audience segmentation.

For more advanced features, you need a paid plan. Prices start at $49/month for 1,000 subscribers and scale with your growth. Generally, beehiiv becomes more budget-friendly the more your email list grows.

Also, beehiiv’s MAX plan is significantly more affordable than the respective Mailchimp plan (Premium), which starts at $350/month.

Mailchimp:

Like beehiiv, Mailchimp offers a free plan, though it’s less generous. Specifically, you can send up to 1,000 monthly emails and have up to 500 contacts.

There are three paid plans available, starting at $13/month (Essentials), but to compare Mailchimp with beehiiv better, we need to look at the Standard plan ($20/month). This option offers a wide range of powerful features suitable for both creators and marketers, while its starting price is lower than beehiiv. For more than 5,000 contacts, however, beehiiv becomes the more affordable option.

Another thing to note here is that Mailchimp has monthly email sending limits, while beehiiv allows unlimited email sends.

Winner: We believe beehiiv’s pricing is more competitive, supporting your growth.

Top beehiiv and Mailchimp Alternatives

If you’re unsure about beehiiv and Mailchimp or you want to explore more alternative options, here are the top solutions to consider.

1. Moosend

Pricing: Paid plans start at $9/month, 30-day free trial (Sign up here)

Best Feature: Advanced automation with real-time behavior triggers

Moosend is one of the most affordable yet powerful email newsletter platforms available today. Its drag-and-drop editor lets you design professional newsletters from scratch or customize one of the available premade templates. Then, the automation builder enables you to create personalized customer journeys using real-time behavior triggers such as link clicks, purchases, or website visits.

Unlike Mailchimp, Moosend offers unlimited email sends and only counts unique subscribers, which means you can create as many lists as you want without double-paying. You also get in-depth analytics and a wide range of integrations with other marketing tools. Finally, the responsive customer support team is a valuable benefit if you need assistance with newsletter creation or troubleshooting.

2. Kit

Pricing: Paid plans start at $39/month, free plan

Best Feature: AI-powered writing assistant

Kit is a newsletter platform designed for creators who want a mix of simplicity and monetization. It combines an intuitive editor with AI-assisted writing tools that help you craft engaging subject lines and email content faster. Kit incorporates detailed analytics and a monetization dashboard that lets you sell paid subscriptions, run sponsorships, or accept tips directly within the platform.

Compared to beehiiv, Kit offers a slightly more flexible layout editor while keeping the process straightforward. It’s ideal for independent writers and creators who want to grow and monetize their readership without relying on external tools or coding.

3. MailerLite

Pricing: Paid plans start at $10/month, free plan

Best Feature: Intuitive design editor and integrated website builder

MailerLite is a modern email marketing platform with a smooth email builder, enabling you to create visually appealing newsletters with drag-and-drop blocks and reusable templates. What stands out most, though, is MailerLite’s website and landing page builder, which lets you expand your newsletter into a complete online presence.

With MailerLite, you can automate email sequences and manage subscribers with advanced segmentation filters, something beehiiv still lacks. For creators and small businesses that want both beautiful newsletters and lead generation tools under one roof, MailerLite offers one of the best all-around solutions at a competitive price.

Additional Resources to Check

Here are a few resources to expand your reading:

• Mailchimp alternatives
• Kit alternatives
• Top Substack alternatives for creators and publishers

beehiiv vs Mailchimp: The Verdict

Both Mailchimp and beehiiv offer solid tools for email marketing, but they serve distinct audiences.

beehiiv focuses on simplicity and creator-driven growth, giving writers and publishers everything they need to build, engage, and monetize their newsletters through built-in subscriptions, referrals, and ad placements.

Mailchimp, on the other hand, is designed for businesses that need more advanced marketing features such as complex automations, detailed analytics, and multi-channel integrations.

Overall, if your priority is creating and scaling a newsletter brand, beehiiv provides a streamlined, all-in-one experience tailored to that goal. But if you’re running broader marketing campaigns or need to manage customer journeys across multiple platforms, Mailchimp remains the more comprehensive choice.

Frequently Asked Questions (FAQs)

Here are some common questions and their answers.

1. Is beehiiv better than Mailchimp for newsletters?

If your main goal is to create, grow, and monetize a newsletter, beehiiv is a better fit. It offers built-in tools for paid subscriptions, referrals, and audience engagement, whereas Mailchimp focuses more on marketing automation and ecommerce campaigns.

2. Can I use Mailchimp for newsletters?

Absolutely. Mailchimp supports newsletter creation with its drag-and-drop editor, templates, and scheduling tools. However, it’s more suited to businesses and marketers running multi-channel campaigns, not independent writers or publishers.

3. Does beehiiv have a free plan?

Yes. beehiiv offers a free plan with core publishing and analytics features. Paid plans unlock advanced features, including monetization, custom domains, and automation tools, starting at $49/month.

Some people can hold a full conversation in emoji, but when it comes to inboxes, does 🔥 mean “open me” or “send me to spam?”

To find out, we analyzed more than 69,000 subject lines from our email database. What we discovered might surprise you. Emojis can lift open rates, but careless use can hurt deliverability or make your brand look spammy.

The good news is that, when used intentionally, the right emoji can help a subject line stand out.

In this post, we’ll show you when emojis in subject lines work best, reveal the most frequently used ones, and share tips to make your emails eye-catching without the risk of the spam folder.

Key Findings

Out of 69,315 subject lines, 19,211 included emojis. That’s roughly 28% of all subject lines analyzed.

Here are the most frequently used ones found in our dataset:

Other notable findings:

• Seasonal and event campaigns rely heavily on emojis. Common picks include: ✨ (4.97%), 🎁 (4.08%), ☀️ (2.26%), 🌸 (1.93%), and 🌴 (0.64%)
• Emojis that signal trust or confirmation appear frequently: ✔ (2.89%) and ✅ (1.13%) are commonly used in promotions, receipts, and updates to indicate that something is approved or completed.
• Dog emojis dominate the inbox. Together, 🐕, 🦮, 🐶, and 🐾 appear around 817 times (4.25%), while cat emojis 🐈, 🐱, and 😻 show up only about 148 times (0.70%).
• Money emojis are also common despite the risk of appearing spammy: 🤑 (1.05%), 💰 (1.01%), and 💸 (0.72%).

Do You Really Need Emojis in Your Subject Lines?

Marketers often assume that adding an emoji will automatically increase open rates. The truth is a little more complicated. Emojis don’t guarantee better performance, but they can boost visibility in a crowded inbox.

Take a look at the image of the inbox below.

The siren (🚨) and lightning bolt (⚡) emojis immediately catch the eye. They break the monotony of text-only subject lines, giving certain emails a visual edge.

To see how marketers actually use them, we looked at more than 69,000 subject lines. Certain emojis appeared repeatedly, such as 🔥 for urgency and 🎉 for celebrations. Unsurprisingly, others, such as 🥫 (soup can) or 🏐 (volleyball), showed up only once.

The takeaway is that marketers stick with recognizable emojis to attract attention. So, do you need them in your subject lines, too? Not always, but they do come with some clear benefits:

• Help break through inbox clutter.
• Give readers a quick visual cue about the email’s theme.
• Add a touch of personality or tone that plain text can’t.
• Signal urgency, promotions, or seasonal events at a glance.

That said, not every emoji adds value. Some fit the message naturally, like a lightning bolt for a flash sale, while others feel like clutter and can even harm your email deliverability.

The Good: When Emojis Can Boost Engagement

When used strategically, emojis can make your subject lines pop and add just the right touch of personality.

Here are some use cases where they work exceptionally well.

Welcoming new subscribers

Welcome emails are one of the first touchpoints a subscriber has with your brand, and the right emoji can instantly make the interaction feel warmer and more personal.

Partake Foods, for instance, used the following subject line for their welcome message: “Welcome to Partake 🍪.”

Their subject line fits their product, with the cookie emoji highlighting what the brand sells.

Visual cues like this give subscribers a hint of what to expect, which works well for brands that want their welcome to feel a little more playful and on-brand.

Here are some examples of other companies using the same tactic:

• Welcome to Maev 🥩
• 👛 Welcome to FASHIONPHILE
• Welcome to the Pack 🐾 (Finn)
• Welcome to Kylie Cosmetics rewards 💋
• Welcome to America’s Coffee 🦅
• Welcome to the GIR Family 🧑‍🍳

While these emojis aren’t pulled directly from welcome emails, they can make excellent choices for a warm first impression:

Adding a seasonal touch

Emojis tied to holidays or seasons feel natural and expected. A pumpkin in October, for instance, or a tree in December instantly signals relevance.

Ecommerce brands like NotebookTherapy used the ghost emoji to highlight Halloween promotions. It feels timely and adds a festive touch without distracting from the offer.

However, it’s not only retail or lifestyle brands that see results from emojis. B2B companies and agencies can use them effectively as well.

If you take a second look at the above example, you’ll see how, at Moosend, we used a jack-o-lantern emoji in our own Halloween email subject line to grab attention.

Emojis work across industries because they aren’t tied to any one market. The key is alignment. When your choice aligns with the season, the offer, or your brand’s voice, emojis can enhance engagement and make your emails feel more approachable, especially with younger audiences.

According to our findings, here are some of the most popular seasonal emojis:

And while our dataset didn’t include every seasonal event, some emojis are consistently present around major holidays. For example:

• Christmas: 🎄, 🎅, ❄️
• Halloween: 🎃, 👻, 🕸️
• Thanksgiving: 🦃, 🥧, 🍂
• Valentine’s Day: ❤️, 💘, 💌

Promoting urgency

Emojis are especially effective for highlighting urgency or time-sensitive offers, creating a sense of FOMO.

The fire emoji is one of the most common for this purpose, signaling hot deals or limited stock. Timers (⏰🕒) and sirens (🚨) also work well to stress deadlines and last-chance reminders.

Seattle Coffee Gear and Timberland used emojis such as 😱, 🥊, and 🔥 to make their promotions feel more urgent. These choices stand out against plain-text subject lines, immediately signaling to readers that these are deals worth acting on fast.

Brands seem to favor emojis for limited-time promotions. According to our findings, here are the most popular urgency-driven emojis:

Highlighting product categories or themes

Sometimes the best emoji choice is the most obvious one, and in our case, it’s the one that reflects what you sell. Using emojis tied to a product or theme gives subscribers instant recognition and helps your subject line stand out for the right reasons.

For example, a travel company can use a plane for flights or a palm tree for vacation getaways. The emoji sets the context before the subscriber even finishes reading. Similarly, a beauty brand might use 💄 or 💋 to highlight a new lipstick launch, or 👀 to tease an eyeshadow collection.

Here’s how Bésame Cosmetics used it:

This small addition connects the subject line with the offer, making the message easier to process at a glance.

Our findings show that product- and theme-based emojis are also widely used:

The Bad: When Emojis Backfire

Emojis are indeed great. However, if you use them the wrong way, they can make your subject line look spammy, confusing, or even untrustworthy.

Here’s how a badly-placed emoji can turn into the villain of your email campaign.

Cluttering your subject lines

Stuffing a subject line with emojis doesn’t make it more eye-catching. On the contrary, it’s harder to read and often triggers the same reaction as spam. Instead of focusing attention, multiple emojis compete with one another, burying the actual message.

Here’s an example from our findings: “🎁📘 Blogs 📽️ Videos 👕 Merch 💻 Sites 📚 Courses Done-For-YOU!🔥”

At first glance, it’s loud, and not in a good way. With every word accompanied by a different emoji, the offer itself gets lost. Readers often struggle to find what they’re looking for, and spam filters are more likely to flag this type of formatting.

A simpler version, such as “🔥 New Courses and Merch Inside,” would be easier to process, while still using a single emoji to catch the eye.

Inboxes are already noisy, so when you overuse emojis, readers don’t know what to focus on. As a result, they will delete your email, unsubscribe from your email list (if you keep spamming them), or even report you.

Harming your deliverability

Speaking of reporting, did you know that certain emojis can impact your email deliverability?

Overused or aggressive icons, such as the bomb (💣) or the exclamation mark emoji (❗), can raise red flags with spam filters.

ISPs scan for these patterns, and if they see your subject line containing high-risk symbols, your email could land in the spam folder. Even if it does reach the inbox, readers may associate those emojis with low-quality or scammy messages and ignore your offer.

Here’s a common example: “UP TO 90% OFF SAMPLE SALE ❗❗❗” from Rue La La. Instead of making the offer sound exciting, the repeated exclamation marks feel pushy and spam-like. Readers are more likely to ignore it, and filters may block it before they even get the chance.

And it’s not just one brand. In the same image, four more brands, including CaratLane, MeUndies, PANTONE, and Tommie Copper, all used the red exclamation mark emoji.

Apart from looking spammy, when everyone uses the same trick, the effect wears off fast, making inboxes look noisy and repetitive rather than compelling.

Being misleading

Emojis can help your subject line stand out, but they should never be used to exaggerate or mislead. If your subject line promises something the email doesn’t deliver, readers will lose trust in your brand.

Take a subject line like “🎁 Get Your Free Gift!” when the email actually contains no gift, not even a discount code.

The gift emoji suggests something tangible, and when that expectation isn’t met, subscribers feel tricked. Over time, this damages credibility and reduces engagement, as readers will be more cautious about opening your future campaigns.

Using irrelevant emojis

Dropping in random emojis that don’t match the content can confuse readers and discourage them from opening your email.

For instance, adding a monkey (🐒) to promote a fashion collection makes no sense unless the products actually tie back to that theme. Irrelevant emojis feel like filler, and over time, they can make your subject lines look unprofessional or, as mentioned above, misleading.

Common vs. Unexpected Emojis

Some emojis are everywhere in subject lines, and they work because they’re instantly recognizable and easy to interpret. But that popularity also makes them less likely to stand out.

From our data, the most used emojis were 🔥 (5.23%), ✨ (4.97%), 🎁 (4.08%), 🚀 (3.78%), and 🎉 (3.20%). These are “safe bets,” but they can quickly start to blend in. Even worse, subscribers may think they’ve already opened your email if the subject line resembles others using the same emojis.

That’s where unexpected emojis come in. Surprising choices can catch the eye and differentiate your email, but they need to be used carefully to avoid confusion.

Take e.l.f.’s subject line, for instance: “Today only: FREE Pout Clout Lip Plumping Pen! 💋🖊️”

On the surface, the pen emoji may seem irrelevant to makeup, but when paired with the lip emoji, it seamlessly connects to the product’s concept.

This combination makes the line playful and memorable rather than confusing.

Made In took it a step further, using pointing up and down emojis (👆👇) to frame their offer.

This subject line is definitely different, and that’s why it stands out. The arrows guide the reader’s eye, create a break in the text, and make the subject line feel more playful than a standard sale announcement.

This subtle twist is enough to capture attention and pique the subscriber’s interest. Of course, for it to work, Made In’s deal must actually deliver. In this case, it beats John’s Crazy Socks’ offer (20% off) and matches Bruno Magli’s discount.

Emojis in Subject Lines: Best Practices

Now, let’s see some simple tips you can use to make emojis work for your subject lines without hurting deliverability or subscriber trust.

1. Use sparingly

Emojis should support your words. Limit yourself to one or two per subject line, because adding more risks making your message look spammy or hard to scan. Readers typically skim their inbox, so cluttered subject lines get skipped or deleted.

For example, instead of “🎁📚🔥 Huge Sale 🎉💻👕”, try “🔥 Huge Sale on New Arrivals.” A single emoji makes the subject line stand out, keeps the focus on the offer, and helps avoid triggering spam filters that flag excessive symbols.

Tip: Check your own inbox to see what other brands are doing. If you notice the same emoji (like 🔥) popping up everywhere, try choosing one that’s more unique or tied to your brand to stand out.

2. Choose the right placement

Did you know that the placement of your emoji has different effects?

At the start, it can set the tone right away, while at the end, it serves as a “visual full stop” that leaves the reader with a clear takeaway.

What you should avoid is dropping emojis in the middle of sentences, where they interrupt the flow and make the subject line harder to read.

Here’s why placement matters:

• Shop Our Biggest 🎉Sale Today: the emoji splits the phrase and distracts from the offer.
• 🎉 Shop Our Biggest Sale Today: at the start, it sets the celebratory tone right away.
• Shop Our Biggest Sale Today 🎉: at the end, it leaves subscribers feeling excited.

Also, keep in mind how subject lines appear on mobile devices. Emojis at the very start may sometimes get cut off (mobile truncation), so always preview across devices to ensure the whole subject line still makes sense.

3. Align with brand and context

The best emojis are those that feel like a natural extension of your brand’s voice and campaign.

Each industry tends to have its “go-to” emojis that customers instantly recognize (the coffee emoji for coffee brands, the lipstick emoji for beauty, etc.). However, don’t be afraid to experiment and establish your own.

For instance, we sometimes use the cow (🐮) emoji in our messaging.

Although we’re an email marketing platform, the cow fits our brand mascot, Moo, and holds meaning for our audience. Used sparingly, it adds personality and reminds our subscribers of our brand identity.

So, lean on emojis that fit your industry, but also look for unique options that tie back to your brand story.

Tip: Don’t forget your email preview text. You can also add emojis there, just like in the examples above with 🐮 or 👻.

4. Avoid clickbait emojis

Don’t promise what you can’t deliver. As mentioned above, if you use 🎁, make sure there’s an actual gift or coupon. Misleading emojis can quickly break trust, and once subscribers stop believing your subject lines, they will stop opening them.

Also, keep in mind that spammy emojis are a thing, just like spam words. Icons like 💰, 💸, or 🤑 may feel tempting for savings and sales emails, but they’re often flagged by spam filters or ignored by readers who associate them with scams.

5. Create urgency without clutter

Emojis like 🔥, ⏰, or 🚨 are perfect for time-sensitive deals (and the data supports this), but overusing them can make your subject line feel pushy.

One red exclamation mark (while a little risky) can emphasize urgency, but three in a row (❗❗❗) looks spammy and may even trigger filters. Use urgency emojis to highlight deadlines, not to shout at your readers.

If you want to stand out, try less obvious options that still signal urgency or movement. For example:

• 💨 or 🌬️to suggest “going, going, gone”
• ⏳ for a “time is running out” vibe
• 🏃 for a “last chance to grab it” feel

Again, always choose urgency emojis that align with your brand’s voice. A sporty brand could get away with 🏃, while a lifestyle brand might use ⏳ to keep things sleek. Testing alternatives helps you avoid the inbox clutter of the same emojis everyone else is using.

6. Test your emojis

So, how do you find the emojis that work best? By testing them with your own audience.

Run A/B tests by sending the same campaign with three variations: one with no emoji, one with a familiar emoji, and one with an unexpected option. Compare open rates, clicks, and conversions to see which resonate with your target audience.

Tools like Moosend make this easy by allowing you to set up subject line A/B tests and track performance side by side.

Start for free

Lastly, consider who you’re sending to. Gen Z audiences are fluent in emoji culture and may respond better to playful or unconventional choices, whereas older segments may prefer more minimal or classic symbols.

Segmentation lets you match the right subject line to the right person, rather than taking a one-size-fits-all approach.

7. Optimize your subject lines

A/B testing will help you see how emojis perform, but optimization doesn’t stop there. Once you have data on what works, use it to refine your subject lines.

You can also use dedicated tools to accelerate the process. Here are some to streamline the process:

• AI assistant: Generates or refines subject line ideas, providing multiple variations for testing. This helps you find phrasing that resonates with your audience by providing the right context.
• Subject line tester: Checks your subject lines before sending and flags issues like clutter, spam triggers, or weak hooks. This lets you optimize for performance and deliverability. For instance, you can use Refine to check how they’ll perform and get valuable suggestions on how to improve your creations.

You can combine the above tools with your A/B testing strategy to get better results. For example, use the AI Writer to draft variations, then run them through your subject line tester, and let a tool like e-mojo add a fitting emoji.

8. Don’t stop at the subject line

Emojis can help open the conversation, but they can’t carry your campaign on their own. What happens after the click is what matters most. If your email content doesn’t deliver on the promise of your subject line, subscribers will click on the unsubscribe button, and no clever emoji will fix that.

Ensure that your subject line, preview text, and email body copy work together effectively. The emoji draws attention, the preview builds anticipation, and the content provides the value. That full experience is what turns opens into clicks and clicks into conversions.

Emojis in Subject Lines Are the Cherry on Top

Emojis can give your subject lines the extra spark they need to stand out in crowded inboxes. Used well, they highlight urgency, add personality, or tie your message to a season or product. Used poorly, they clutter, confuse, or even send your emails straight to spam.

The key is to choose emojis that align with your brand and audience. Trends come and go, but relevance never fails.

And remember, at the end of the day, a clever subject line with a fun emoji might earn the click, but it’s the content of your email that keeps subscribers interested.

FAQs

Here are some common questions regarding emojis in subject lines

1. Do emojis in subject lines increase open rates?

They can, but only when used thoughtfully. Emojis draw attention in a crowded inbox, but their impact depends on your audience, industry, and context. Our data shows popular picks like 🎉, ✨, and 🔥 are widely used, but testing is the only way to know what works best for your subscribers.

2. How many emojis should I use in a subject line?

Stick to one or two; using too many can make your subject line look cluttered or spammy, and may even hurt deliverability. Place them strategically, either at the start to set the tone or at the end to reinforce the message. Also, avoid dropping them in the middle of a sentence, as it breaks your message.

3. Which emojis should I avoid in subject lines?

Avoid misleading or “spammy” emojis, like 💰💸🤑 when you’re not literally offering cash. Aggressive icons such as ❗ or 💣 can also trigger spam filters. When in doubt, avoid emojis and focus on providing value in your subject line copy.