Are you afraid of being just another newsletter? Have you noticed that some recipients never open your emails or even unsubscribe? It’s a frustrating feeling that often leads to a common idea: people hate getting marketing emails.

But is that really the whole story, or is it just a convenient excuse? The truth is, this widespread belief only reveals a small part of the picture. It’s time to stop buying into a myth and get real about your email marketing.

The Origins of This Email Marketing Myth

Think about the last time you opened your inbox and felt at peace. You probably saw a few interesting messages from brands you love and a tidy inbox, right? It was a moment of calm in a chaotic digital world.

But what about the other times? The times you’re faced with a dozen unread emails, a full spam folder, irrelevant promotions, and sender names you don’t recognize. You likely just sighed in frustration, if not something harsher.

Do you see where this is going? The bad reputation of email marketing isn’t a coincidence. It’s a direct result of factors that are, in most cases, within our control.

Inbox overload

The sheer number of emails in our inboxes makes it hard to keep track of everything. Every new message adds to the noise without adding value, mainly because we lack the time to review them.

The result? We delete or ignore them before they even have a chance to add to the existing pile. It’s not a matter of hatred, but of sustainability.

Email fatigue

Email fatigue, also known as email burnout, results from the constant effort required to handle too many email messages. It can lead to feelings of overwhelm and exhaustion, which no one welcomes with an open heart.

As you can tell, marketing emails contribute to this fatigue, making us feel that our inboxes and our days would be lighter without them.

Data concerns

With so many emails landing in their inboxes, some people start to question whether their data is being handled securely. This is especially true with sender names they don’t recognize or newsletters they don’t remember opting into.

What’s more, some subscribers become suspicious when they receive overly personalized emails. Imagine getting an email with sleep supplements right after searching for products for insomnia. Some people find this helpful, while others find it creepy, and the latter won’t give you a second chance.

These moments fuel the belief that marketing emails are invasive, when in reality, it’s poor data practices that break trust, not the channel itself.

Spammy content

And now for a nightmare we’ve all faced: spam emails. These are marketing emails users didn’t agree to receive, often from third-party lists, or messages sent to a large audience in the hope of catching someone’s attention.

Scam or phishing attempts are also considered spam, as is any other action trying to mislead people into giving away information or money they wouldn’t knowingly approve. If someone considers most of the emails they receive spam, it’s only natural that they’ll stop trusting the channel.

Let Data Talk the Talk

Many marketers assume email is losing its power, but the reality is quite the opposite. To fully regain trust in email marketing (if you ever lost it), you probably need more evidence. The numbers, after all, don’t lie.

Here are some of the latest email marketing stats that can help us clear the air around the myth a little more:

• One in two consumers completed a purchase through an email marketing campaign. (Marigold)
• One in three consumers completed a purchase after clicking on an automated message. (Omnisend)
• 78% stated that they’re more likely to engage with target offers that address their interests. (Marigold)
• Irrelevant email content is one of the top reasons for unsubscribing. (Constant Contact)

Based on these stats, people don’t seem to hate marketing emails. On the contrary, they prefer this channel for shopping and seem to appreciate receiving targeted content from brands they love.

So what do they dislike? A lack of personalized and data-driven email marketing strategies. And some brands are failing to meet their expectations, falling into the trap of sending generic, uninteresting, even spammy content.

Bad Vs. Good Email Experience

So what makes some emails fail while others feel personal and engaging? Here’s a comparison template that clears the air:

	Bad Email Experience	Good Email Experience
Subject line	Clickbait and misleading	Clear, relevant, and value-focused
Personalization	None or minimal	Deeply personalized/Segmented
Focus/Content	Salesy or self-promotional	Value-driven and relevant
Call-to-Action (CTA)	Multiple actions, confusing, and hard-sell	Single, clear, and low-pressure
Design/Format	Overly designed, cluttered	Clean, readable (often plain/rich text)

Ready for some real-life examples? Let’s start with an email campaign from Ulta Beauty that needs improvement:

Subject line:  ⚠️Coupon alert!⚠️ $10 off $50 purchase & $20 off $100 purchase! 💸 See details

What doesn’t work:

• The subject line is very lengthy, not mobile-optimized, and looks spammy.
• The content is salesy with complex offer instructions and lacks personalization.
• It consists of multiple calls-to-action which confuses and paralyzes subscribers.
• The design is cluttered and product-heavy, making it hard to focus on the content.

And here’s an effective email example from Sigma Beauty:

Subject line: Don’t Miss Your FREE Mystery Bundle ✨

What works:

• The subject line is clear, reflects the email topic, and adds a personal twist.
• They added a “recommended for you” section based on customer behavioral data.
• It provides value to readers through a free gift and a Buy-One-Get-One initiative.
• The design is clean with white space and engaging visuals that improve readability.

So the bad email focuses entirely on the sender’s need to sell and treats the recipient as one of a million. On the other hand, the good email example focuses on the recipient’s needs and preferences, providing clear, immediate value in a readable, human-centered format, which builds trust and encourages action.

Best Practices for Creating Emails People Love

If you’re afraid of being that brand, there’s a way out: revisiting your email marketing strategy to ensure it’s spot-on.

1. Research your target audience

Creating your Ideal Customer Profiles (ICPs) and buyer personas is a strategic move that can reshape how you interact with your audience and strengthen their connection to your brand.

What’s the primary age group, where do they live, and what are their hobbies? This information will gradually reveal your audience’s interests, habits, preferences, and needs. This insight can then help you craft messages that resonate with them and optimize your email tactics to match their pain points.

So where can you find this information? You can seek it out in sophisticated tools like Google Analytics or Tableau, or scroll through social media to figure out what customers and prospects are discussing.

Moreover, consider launching customer surveys to gather key information from your clients or interviewing some of your top accounts. And of course, dive deeper into your email analytics to identify what works and what doesn’t. Finally, tools like A/B testing and segmentation can help you learn even more about your customers when used appropriately.

Try Moosend for free

If you think the ICP documentation you created two years ago is still valid, we have some bad news. As AI rapidly enters our lives and the post-pandemic blues begin to fade, consumer habits and behaviors are shifting. You must keep up.

2. Focus on value-first content

Consumers prefer brands that put their needs and wants first. To stand out, prioritize providing helpful information to customers and prospects in every marketing email you create.

Starting with promotional emails, focus on the benefits customers will get from the offer, from savings to product-specific gains. For example, when launching a flash sale for your spa services, go beyond the discount and share the benefits a good massage can bring, such as tension relief.

You don’t want subscribers to feel that you only remember them for sales-related initiatives. To be proactive, add educational emails to your calendar. Share valuable information related to your market, and make them feel that they’re more than just an “add-to-cart” machine to you.

For example, this email from AllTrails highlights the importance of nature and how it supports our mental health. It’s hard to hate emails like these from brands you’ve opted into and already have a good feeling about.

Subject line: 5 ways nature supports your mental health

3. Segment your email audience

While sending a single email to all your subscribers can be tempting in terms of time, it’s a move your audience rarely appreciates, especially when it’s promotional. Bulk emails are only truly effective for general content that appeals to everyone. But if you want to win a reader’s heart, you need to make them feel like your message was crafted just for them.

This is where email segmentation comes in, making targeting much easier. You can divide your email list into different subgroups based on shared characteristics such as age, location, or behavior.

For example, if you’re in the SaaS industry, you can have three email lists based on the funnel stage: top, middle, and bottom. You can share thought leadership content with the first group, an e-book with middle-of-the-funnel prospects, and a free demo for people closer to conversion.

To make the most of this strategy, you need to match your email content with your recipients just as a maestro conducts their orchestra. Avoid sending emails that leave them wondering why they’re on your list. Instead, make them feel like they just opened a message they were secretly waiting for.

4. Set up behavior-based triggers

Another way to deliver timely, intriguing messages to your target audience is by setting up automated email sequences triggered by behavioral data. Ping your audience while their interest is piqued, and you won’t give them space to hate you.

Welcome emails and abandoned cart campaigns are popular in this category. For SaaS, onboarding and educational emails are also key to setting your customers up for success and keeping them in good company.

You can also create a re-engagement email series to nurture those who have begun to disengage from your brand. Since they might have lost interest in your emails, ensure that the content you share with them won’t add any pressure. You can send a survey to collect feedback, a link to your preference center, or an incentive to make them love you again.

To make all this a reality, you need a user-friendly email automation software to build your workflows using “if/then” logic. To save time, browse platforms that offer pre-made templates and a beginner-friendly editor.

5. Capitalize on email data

If you treat your email campaigns like a gambling game, you’ll count more losses than wins. An email marketing strategy should be backed by data to truly shine. For every campaign you send, keep track of important metrics such as:

• Open rates
• Click-through rates
• Unsubscribe rates
• Spam complaints
• Conversion rates
• Bounce rates

Seeing a few unsubscribes per campaign isn’t inherently bad, but a high number of them could signal that your content doesn’t resonate with your audience. Consider revisiting your content strategy or sharing your preference center to collect up-to-date information.

On the other hand, spam complaints should be taken seriously at almost any rate. Spam flagging means you gave someone the “ick” or, worse, made them question your intentions. So, make sure to remove spammy content from all your communications.

Beyond your marketing platform, you can use a sophisticated tool like Google Analytics to reach more reliable conclusions about your campaigns. Plus, A/B testing can help you refine your email campaigns before delivery if you’re unsure about certain elements.

6. Mind your email frequency

Another factor influencing subscribers’ reactions to marketing emails is the frequency of communications they receive from a particular brand. If they already have second thoughts about a specific sender, they’re more likely to hate those emails.

To avoid turning your brand into someone’s inbox “red flag,” create a consistent schedule. Don’t reach out every other day, especially if you can’t support the choice to message someone with relevant data. Keep track of the emails you send on a calendar and leave some breathing room between them.

Additionally, if you’ve scheduled a promotional series, let’s say for Black Friday, avoid pushing other initiatives during those days. The only exception, of course, is a transactional email.

Did we mention preference centers already? Well, they can track frequency preferences, too.

Reinforce your Email’s Message Through Value

The next time you sit down to build a marketing email, get this myth out of your mind, especially if you come with good intent.

As long as you mind your customers’ needs and cover them with clever, empathetic copywriting, you have nothing to fear. And if someone unsubscribes after all this effort and diligence, it probably means that your message wasn’t meant for them.

FAQs

Let’s explore some frequently asked questions that relate to this email marketing myth:

1. How can empathy improve email marketing?

Campaigns with empathetic email content drive emotive reactions and higher engagement, and are more likely to stick to readers’ heads.

2. What makes an email feel spammy?

Some of the factors that make an email spammy include poor sender reputation, invalid email addresses, spam trigger words, and deceptive subject lines.

3. How often should you email your list?

The number varies per industry, but in most cases, the optimal email frequency is between one and three emails weekly. Consistency is important to set expectations for readers.

You might be sending emails, but are they landing in the inbox or slipping into spam? That’s where the difference between email delivery and deliverability matters.

Delivery means your email reached the recipient’s server. Deliverability, on the other hand, is about reaching the inbox where your message can actually be seen, opened, and acted on.

In this guide, we’ll walk you through a practical email deliverability checklist, covering authentication, content best practices, and monitoring tips to help ensure your campaigns reach the inbox.

Why is Email Deliverability Important?

If your emails don’t land in the primary inbox, chances are they’ll never be opened. And it’s not because people don’t care, but because inboxes are overflowing with messages every day.

That’s why email deliverability matters. It ensures your hard work doesn’t end up wasted in the spam folder.

According to EmailToolTester, the average deliverability rate across email clients is just 81.3%, with platforms like ActiveCampaign and Moosend scoring as high as 94.2% and 90.1% respectively, and Benchmark dropping to just 47.1%.

In other words, nearly 1 in 5 emails never made it to the inbox, even when everything looked fine on the sender’s side.

Here’s why that’s a big deal:

• Open rates depend on visibility: You can’t get clicks or conversions if your emails are buried in spam.
• Revenue loss: Poor inbox placement can cost thousands, especially during sales events or product launches.
• Reputation damage: Providers like Gmail and Outlook track your sending habits. So, high bounce rates or low engagement can hurt your reputation. This way, your future emails may be ignored.

Email Deliverability Checklist: Do’s & Don’ts

Below, we’ve prepared an easy-to-follow email deliverability checklist to help you fix red flags and increase your inbox visibility:

1. Authenticate your emails properly

Before your emails reach the inbox, Internet Service Providers (ISPs) need proof that you’re a legitimate sender..

To meet these requirements, check if your emails follow the SPF, DKIM, and DMARC standards:

✓ SPF (Sender Policy Framework) verifies that the email comes from an authorized server. It prevents people from pretending to send emails from your domain (a practice called spoofing).

✓ DKIM (DomainKeys Identified Mail) adds a digital signature that proves the message hasn’t been altered. This proves that the email wasn’t changed by someone else after you sent it.

✓ DMARC (Domain-based Message Authentication, Reporting & Conformance) tells inbox providers (like Gmail or Outlook) what to do with emails that fail SPF or DKIM checks. If an email doesn’t meet these standards, DMARC helps the inbox provider decide whether to accept, reject, or quarantine the message.

Check your DMARC

By using these three together, you reduce the chances of spoofing and improve trust with your recipients. You can implement them through Google’s Postmaster Tools and test your setup with services like Unspam, Mail-Tester, or MxToolbox.

To make sure your setup is correct, avoid these common mistakes:

✗ Typos in SPF records

✗ Misaligned DKIM keys

✗ Missing DMARC policies

✗ Forgetting to monitor reports

Note: You can also consider ARC (Authenticated Received Chain). It’s optional, but it preserves email authentication when emails are forwarded through Gmail groups or third-party routing services.

2. Keep your email list clean and compliant

When your email list has outdated or invalid email addresses, it causes problems that can hurt your ability to reach the inbox.

Suppose you have an email list with old, inactive subscribers or people who’ve changed their email addresses. When you send them an email campaign, some of them will bounce, meaning that the email won’t be delivered because the address is no longer valid.

High bounce rates are a red flag to inbox providers. Thus, they may mark your emails as spam because they assume they are unwanted or poorly managed.

If people continue to receive your emails but don’t engage with them (open or click), that signals to inbox providers that your emails are not relevant. This can lead to even more spam complaints. As a result, your emails might be sent straight to spam.

Follow these best practices to keep your list in good shape:

✓ Use double opt-in as it confirms subscribers want your emails and reduces the risk of fake or mistyped addresses.

✓ Regularly remove inactive or bounced emails because high bounce rates signal to ISPs that you’re not maintaining your list.

✓ Segment based on engagement. Send more emails to active subscribers, and run re-engagement campaigns for disengaged users.

✓ Never buy email lists or trust them wholly because they’re full of spam traps, old addresses, and people who didn’t opt in.

Check out our dedicated post to find out why you shouldn’t buy lists and what to do instead.

3. Optimize your sending infrastructure

For better email deliverability, you need a solid infrastructure that ensures your emails are technically set up correctly.

Here’s how to optimize your setup:

✓ Warm up your domain and IP: If you’re just starting, begin with a small email volume and gradually increase it. Because if you send a large number of emails right away, it can look suspicious to inbox providers, so your messages may get flagged as spam.

✓ Choose between Dedicated vs shared IPs: Shared IPs are fine for smaller lists, but they come with a risk. If another sender on the same IP gets flagged for spam, it can affect your reputation, too. Dedicated IPs give you complete control over your email reputation, which makes them a better choice for high-volume senders.

✓ Set up reverse DNS and feedback loops: These help inbox providers confirm your identity and monitor when recipients mark your emails as spam. Feedback loops give you an idea of how your emails are being received.

4. Design emails that avoid spam filters

Creating a beautiful email is good, but it’s equally important to make sure it doesn’t get caught in spam filters.

Here are some common spam triggers to avoid to ensure a spam-free email design:

✓ Don’t use ALL CAPS in your subject line or body. Phrases like “BUY NOW!!!” are a red flag.

✓ Limit the use of emojis and avoid overloading your email with them.

✓ Avoid phrases like “Free!!!” or anything that sounds too salesy or exaggerated.

✓ Include an unsubscribe link and physical address in every email. Not only does this add credibility, but it’s also required by the CAN-SPAM law.

✓ Use clean HTML formatting because spam filters flag emails with messy code or those that are too image-heavy. That’s why you should keep your layout simple and well-organized.

Here’s an example of a well-formatted header from Dental Economics:

5. Monitor your performance

You can’t improve what you don’t measure.

Since inbox algorithms are constantly changing, it’s important to stay on top of your email performance. And to do so, make sure to follow these best practices:

✓ Run regular spam and inbox placement tests using spam checker tools.

✓ Monitor blacklists to ensure your IP/domain isn’t flagged.

✓ Check engagement metrics because low open rates with high bounces, and no clicks mean something’s off.

✓ Set a deliverability audit reminder monthly or before major campaigns.

6. Consult with email deliverability experts

If you’ve optimized everything and still can’t crack the inbox consistently, it may be time to get help from email deliverability experts because they can:

✓ Review your technical setup

✓ Analyze your sender reputation

✓ Help you recover from blacklists

✓ Create custom warm-up or re-engagement plans

Also, many email deliverability tools have dedicated deliverability specialists to help you fix common issues, share best practices, and recover from blacklists.

Final Checklist to Increase Inbox Placement

If you’ve gone through all the previous points, then you’re almost ready to send out your emails. But before that, run through this quick checklist:

Ready to Improve Your Email Deliverability?

Now that you’ve set up your email deliverability foundation, it’s time to focus on boosting engagement. While having the correct technical setup is essential, it’s only one part of the puzzle.

To make sure your emails don’t get lost in spam folders, create valuable and well-designed content that grabs attention.

A great subject line, an attractive layout, and compelling calls-to-action are key factors that can make a huge difference in getting your emails opened and acted upon.

FAQs

Here are some common questions and their answers.

1. Are email delivery and email deliverability the same?

No. Delivery is about whether your email was accepted by the recipient’s mail server. Deliverability is about where it ends up, ideally in the inbox, rather than the spam folder.

2. What affects email deliverability the most?

The most significant factors include your sender reputation, list quality, and technical setup (SPF, DKIM, DMARC). Poor engagement, high bounce rates, and spammy content can also push your emails into spam.

3. How can I improve my email deliverability quickly?

Start by cleaning your email list, authenticating your domain, and avoiding spam triggers in subject lines and copy. Running inbox placement tests and monitoring engagement will also help you spot and fix issues fast.

Email marketing platforms have evolved far beyond simple newsletter tools, and Mailjet is one of the providers aiming to bridge ease of use with advanced functionality.

Known for its collaborative features, Mailjet caters to businesses that want to create, send, and track marketing and transactional emails in a single platform.

But does it truly live up to its promise? In this Mailjet review, we’ll take an in-depth look at the platform’s pricing, features, pros and cons, and best use cases to help you determine whether it’s the right fit for your business.

Disclaimer: The information below is accurate as of November 2025.

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Mailjet Overview & Ratings

Mailjet is an email marketing platform founded in 2010 with a strong focus on collaboration, scalability, and ease of use. Designed to support both marketing and transactional emails, it offers an intuitive drag-and-drop editor, real-time collaboration tools, and a flexible API for developers. These capabilities make it a versatile option for businesses that want to unify all their email operations in one place.

The platform’s key appeal lies in its collaborative editing and reliable infrastructure for sending transactional messages, both of which are particularly useful for SaaS companies and product-based businesses. Also, teams can work together on the same campaign simultaneously, leave comments, and manage approvals. These features are rarely found in competitors at the same price point.

However, while Mailjet delivers solid core functionality, it doesn’t go as deep in marketing automation or reporting as some of its popular alternatives. The automation builder covers basic scenarios but lacks advanced triggers and powerful segmentation capabilities. Similarly, the reporting dashboard, although clean, may feel limited for data-driven marketers seeking more granular insights.

Before diving deeper into the platform’s features, here’s a quick evaluation of Mailjet’s capabilities:

Maljet Feature Breakdown

In this section, we’ll explore Mailjet’s main features and their pros and cons, so you can decide whether the platform works for you.

Ease of Use

Testing Mailjet, we found that the platform is easy to use whether you’re a beginner or a seasoned professional. There is a handy Welcome Guide to onboard you, with easy steps to set up your account and get to know the platform.

For example, marketers are guided to validate their sender address, import contacts (if any), set up the brand kit, and finally send an email campaign. For developers, Mailjet provides a different series of steps to integrate the email API into their stack.

Overall, Mailjet’s dashboard is clean and effortless to navigate.

You should know, however, that the account activation process takes some time. Specifically, you’ll be asked to provide Mailjet’s Support Team with information about your business and the services you provide, as well as your monthly sending volume. Unless the verification process is complete, you won’t be able to create an email campaign or signup form.

Email Builder

Creating an email campaign with Mailjet is pretty straightforward. You can start crafting one by clicking on the “Create a campaign” button on your dashboard. There, you‘re presented with various options to design your email:

• Use a pre-made email template
• Use the AI template generator
• Code in HTML
• Code in MJML (Mailjet’s open source markup language)

For this review, I selected a template and started customizing it. As you can see below, Mailjet lets you insert various content items like buttons, images, videos, countdown timers, and RSS items.

The platform also provides numerous pre-built layouts that let you craft campaigns quickly and with minimal effort. To customize individual items, you simply click them. Surprisingly, setting conditional display is quite intuitive, allowing you to select the target segments that can see a specific section of your email content.

Mailjet also lets you collaborate in real time. Team members can simultaneously edit an email campaign and leave comments. Another handy feature of the editor is section locking. With this, you can avoid accidental mistakes during editing by locking specific parts of the campaign.

Regarding A/B testing, it occurs within the campaign. You can find the option in the top left corner of your screen (“Version A”). You can create up to 10 different variations of a campaign and experiment with what works best.

Finally, I found that Mailjet lets you optimize emails for dark mode. Enabling this in your campaign settings causes the platform to add meta tags and CSS for dark mode automatically. Some email clients may override these settings, but overall, it’s nice to have.

Email Template Library

Moving on to Mailjet’s email template library, I found a well-organized selection of more than 65 templates that cover most standard use cases. You get beautiful designs for newsletters, promotions, seasonal offers, announcements, onboarding flows, and more.

Each design is responsive by default, and the drag-and-drop editor makes customization a breeze, even for non-technical users.

That said, the library feels somewhat limited compared to other popular email marketing services. While you can easily duplicate and tweak existing templates, the overall design variety leans on the minimal side. Many templates share a similar structure, which may not be suitable for brands seeking highly distinct or visually rich layouts.

Automations

I’m always excited when I’m about to test an email marketing platform’s automation capabilities. In Mailjet’s case, the experience was a bit underwhelming, though, since the automation options feel significantly more limited than those of other services.

Mailjet is ideal for creating basic automated sequences, such as welcome emails, birthday greetings, and re-engagement campaigns. You also get 12 pre-built automation templates that can be handy for beginners.

The available triggers are limited to simple actions, such as when a contact joins a list or opens an email. You won’t find advanced options like multi-branch workflows, behavioral triggers, or in-depth audience segmentation based on website activity or purchase data.

During my Mailjet review, I also noticed that once you activate an automation workflow, you cannot edit it afterward.

Despite the above, the interface is clean and intuitive, making it effortless to automate essential tasks without overwhelming users. Still, if your business relies heavily on automation to personalize communication at scale, Mailjet may feel restrictive.

Segmentation (List Management)

I found Mailjet’s contact management system to be pretty simple, making it easy to get started, even if you’re new to email marketing. You can create contact lists manually or import them from CSV files, and the process is quick and low-friction.

I appreciated how Mailjet automatically detects duplicate contacts and helps maintain list hygiene, a feature often overlooked in smaller tools.

In the Segmentation tab, you’ll be able to select various filtering conditions and create your target segments.

For instance, you can filter subscribers by attributes such as location, signup date, or engagement activity. The platform informs you that once a segment is used, it can’t be edited or deleted. However, you can duplicate it to make necessary changes.

While this covers the basics, I noticed it lacks the flexibility of more advanced platforms. This makes it less ideal for businesses that rely on highly targeted campaigns or complex audience filters.

One thing I appreciated is how Mailjet connects segments to automations and transactional emails, allowing users to send relevant updates to specific customer groups.

To personalize your campaigns even further, you can create custom fields through the tab “Contact Properties.” This will allow you to organize your contact lists better and target subscribers more effectively.

Last but not least, you can validate email addresses and remove the fake ones, thus increasing your open rates.

Forms

To generate new leads, Mailjet lets you build both embedded and pop-up subscription forms directly within the platform. You can effortlessly customize the fields and match them to your brand’s color palette. I liked that you can connect each form to a specific contact list, which helps automatically organize new signups without manual sorting.

I was impressed by how much flexibility the builder offers in terms of design. You can insert various layout options to style your signup form and add images, videos, dropdowns, radio buttons, and more. What’s more, you can customize confirmation pages to your liking.

Overall, you may get only a handful of form templates to start with, but using the available options, you can design truly unique forms to generate new leads. On the plus side, all forms support GDPR-compliant data collection, which helps maintain compliance without additional setup.

Landing Pages

I had used Mailjet in the past, and it didn’t offer landing pages back then. During this Mailjet review, I was surprised to discover a built-in landing page builder, which is a significant step forward for the platform.

It uses the same drag-and-drop editor as the email builder, making it familiar and easy to navigate.

Mailjet’s landing pages use a 12-column grid, enabling more precise block placement and a cleaner overall design. You can also manage brand settings globally (fonts, colors, and logos) so that your landing pages match the rest of your campaigns. The landing page builder includes a few advanced widgets, like countdown timers and embedded videos, that marketers will really appreciate.

To publish your landing pages, you need a Premium or higher plan. You can design a landing page on lower tiers, but they can’t go live until you upgrade, which is something to keep in mind if you’re on the Free or Essential plan. Mailjet also lets you publish pages to a custom domain or subdomain, and I appreciated the addition of SEO settings, including meta titles, descriptions, and favicons.

Regarding performance tracking, the built-in analytics show visitor counts, clicks, and conversions, and support UTM tracking. This is especially useful for tying landing page performance back to specific campaigns.

Reporting & Analytics

Mailjet’s reporting dashboard offers a solid overview of campaign performance, updating in real time as emails are sent.

I liked being able to monitor deliveries, opens, clicks, and bounces instantly, which makes spotting deliverability issues much easier. The Click Map is another handy feature that shows precisely where subscribers click in an email, while Campaign Comparison helps evaluate which versions or subject lines performed best.

Mailjet also includes bot filtering, which works pretty well to remove inflated metrics from automated security scans, though I noticed that some legitimate opens can occasionally get filtered too. You’ll also find detailed breakdowns by geographical location, device, and email client, which help fine-tune timing and design choices.

For troubleshooting, I appreciated the detailed bounce reports with ISP error codes and the Message Logs, which track the full journey of each email. On higher-tier plans, Mailjet unlocks advanced features like link-level tracking, UTM analytics for landing pages, and refined bot filtering.

Overall, the analytics are clean, informative, and user-friendly. They cover everything a small- to medium-sized business would need, though power users might want more advanced visualization and greater customization.

Integrations

To connect with other apps you use, Mailjet offers a decent yet limited list of integrations. At the time of writing this Mailjet review, 95 integrations were available, including CRM, CMS, eCommerce, and automation platforms.

The main problem users cite with Mailjet’s integration capabilities is that it lacks native integrations, with most relying on Zapier.

While this isn’t always a bad thing, in this case, some integrations only transfer basic data. Another potential concern is that the more Zaps you need to set up, the higher your chances of something “accidentally” breaking.

Customer Support

The level of customer support you get depends on the Plan you’re on. Free plan users have access to the online ticketing system for the first month after activating their account.

Generally, responses to your queries will take some time to arrive, and response time also depends on when you contact them (European business hours have faster response times).

To get phone and chat support (and priority support), you need the Premium plan or higher. Based on my experience, the agents were knowledgeable. For more technical questions, especially those related to the API, I was often routed to a specialized agent who could resolve the problem efficiently. I suggest including detailed information in your first message to avoid the usual back-and-forth with basic troubleshooting steps.

Mailjet’s documentation is well-maintained and covers most common setup or deliverability questions, so I often found answers there before contacting support. There’s also a community forum with active users sharing advice, which is a plus for smaller teams looking for peer solutions.

Overall, Mailjet’s support is dependable but tiered; priority access and faster replies are reserved for higher-paying customers. Even on lower plans, the assistance is competent enough to help both beginners and more advanced users resolve issues effectively.

Email Deliverability

If you want your emails to reach subscribers’ inboxes and not land in the spam folder, you need to select an email marketing service with high email deliverability rates.

Below, you can see Emailtooltester’s email deliverability tests, and how Mailjet fares compared to other popular email marketing solutions.

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According to the tests, Mailjet’s deliverability is considered “acceptable,” which means that you won’t have serious problems delivering your email campaigns to users’ inboxes.

However, if email deliverability is your top priority, consider alternative options.

Mailjet Pricing

Moving on to Mailjet’s pricing, it consists of a free plan and three paid options. Pricing is based on your monthly email volume, and every paid plan includes unlimited contacts.

If you opt for an annual subscription, you get a 10% discount on your plan.

Let’s see each plan in more detail.

Free Plan

Mailjet offers a free, forever plan that allows users to send 6,000 emails/month (200 emails/day). You can store up to 1,000 contacts and access features such as the email editor, basic analytics, the form builder, APIs, and the SMTP relay.

Essential Plan – $17/month

The Essential plan starts at $17/month for up to 15,000 emails/month with no daily sending limit. You get access to essential functionality, including the AI Content Creation assistant, online customer support, email previews, and email address validations. This plan also removes the Mailjet logo.

Premium Plan – $27/month

With the Premium plan, users gain access to Mailjet’s more advanced features. Some of the most notable ones include pre-built automation templates, A/B testing, real-time collaboration on templates, priority support, and locking certain parts of an email campaign (so that others can’t edit it). You can also benefit from the landing page builder and dynamic content.

This plan will be ideal for businesses that need a more comprehensive suite of marketing tools without using multiple dedicated tools.

Custom Plan

For enterprise clients, Mailjet offers a custom plan with functionality not available in any of the previous paid plans. You get a dedicated technical account manager, IP monitoring, deliverability reports, as well as training sessions.

Mailjet Pros & Cons

In this section, we’ll recap the main pros and cons of Mailjet, so you can decide whether the platform will fit your business needs.

Mailjet Pros

• Real-time user collaboration: Multiple team members can work on the same email simultaneously, add comments, and approve changes. This is a standout feature not commonly found in other ESPs.
• Built-in transactional emails: You can manage both marketing and transactional emails under one account.
• Transparent, volume-based pricing: Plans are priced by email volume, not contacts. This gives you predictable, budget-friendly pricing ideal for larger lists with infrequent campaigns.
• Responsive email templates: Clean, mobile-optimized designs that are easy to customize through the visual editor.

Mailjet Cons

• Limited automation capabilities: The workflow builder supports only basic triggers and lacks advanced behavioral and multi-step logic.
• Limited email template variety: The design options are fewer than those of similar tools.
• Reporting depth tied to plan: Advanced analytics, bot filtering, and comparison tools are restricted to Premium tiers.
• Support availability depends on plan: Live chat and priority response times are reserved for higher pricing tiers.
• Lengthy approval process: New accounts require a considerable amount of time to be activated. This means you cannot start using the platform right away, even for simple functions like accessing the email campaign builder.

Best Mailjet Alternatives

As we saw in this Mailjet review, Mailjet delivers a decent package of email marketing tools. However, it isn’t without its drawbacks. And while it’s not the most expensive solution out there, its pricing isn’t the most affordable either.

We’ve researched the market to identify the top three alternatives you should consider, based on affordability, ease of use, and advanced functionality.

• Moosend: An affordable email marketing platform known for its ease of use and robust automation features. Unlike Mailjet, Moosend offers a visual workflow builder with advanced triggers and branching logic, allowing for hyper-personalized campaigns. It also includes landing pages, subscription forms, and detailed analytics with heat maps and customizable dashboards. With real-time reporting, A/B testing, and eCommerce features, Moosend is an excellent choice for small to medium-sized businesses looking for value without sacrificing performance.
• Constant Contact: One of the most beginner-friendly tools available, ideal for small business owners. It offers a wide range of templates, event management tools, and social media integrations that help businesses manage multiple marketing activities from a single place. Constant Contact also boasts a responsive customer support team that delivers fast, knowledgeable responses. If you prioritize simplicity and reliability, this platform can be a dependable alternative to Mailjet’s offering.
• MailerLite: This email marketing platform stands out for its clean interface and excellent balance between affordability and functionality. It includes a drag-and-drop email editor, a strong automation builder, and an intuitive landing page creator. It also supports eCommerce integrations and provides detailed engagement tracking, making it especially appealing to creators, bloggers, and small e-commerce stores. Compared to Mailjet, MailerLite offers greater automation and design customization flexibility at a similar or lower cost.

The Verdict: Is Mailjet The Right Choice For Everyone?

Mailjet is a reliable email marketing platform that strikes a balance between ease of use and technical flexibility. Its collaboration features, transactional email support, and new landing page builder make it a solid choice for marketing teams and SaaS businesses seeking simple workflows and stable deliverability.

That said, Mailjet isn’t the best fit for everyone. Its automation capabilities are limited, and some of its more advanced analytics and support options are locked behind higher-tier plans. For marketers who rely on advanced segmentation, sophisticated workflows, or highly customized designs, platforms like Moosend or MailerLite offer more flexibility for a similar or even lower price.

Overall, Mailjet is best suited for small to medium-sized teams that want a dependable, easy-to-manage solution with room to grow. It’s a platform that excels in the basics and continues to improve, but those seeking cutting-edge automation or analytics might find stronger alternatives elsewhere.

Try Mailjet

Frequently Asked Questions

Here are some frequently asked questions about Mailjet.

1. Can I use Mailjet for free?

Yes, Mailjet offers a free plan that lets you send up to 6,000 emails per month (limited to 200 per day). It includes basic features like the email editor, contact management, and analytics, making it suitable for small-scale senders or those testing the platform before upgrading.

2. How much does Mailjet cost?

Mailjet’s paid plans start at $17/month for 15,000 emails and scale based on your monthly email volume. The Essential plan removes daily limits and adds basic support, while the Premium plan unlocks advanced features like automation workflows, segmentation, collaboration tools, and priority support. Custom pricing is also available for enterprise users.

3. What are the main limitations of Mailjet?

Mailjet’s main drawbacks include limited automation options that cover only basic triggers and workflows, and restricted analytics on lower-tier plans. Some users experience a lengthy account approval process before sending is fully activated. Additionally, advanced features such as A/B testing, dynamic content, live chat support, and advanced reporting are available only on higher plans.

4. What are the key benefits of Mailjet?

Mailjet stands out for its real-time collaboration features, stable deliverability, ease of use, and support for both marketing and transactional emails. It also includes a modern landing page builder, responsive templates, and transparent pricing based on email volume rather than contact count. All these make the platform ideal for businesses with standard needs that don’t want complicated tools.

5. Is Mailjet better than Mailchimp?

Mailjet and Mailchimp serve slightly different audiences. Mailchimp offers more advanced automation, detailed analytics, and a wider range of templates, making it ideal for data-driven marketers. Mailjet, on the other hand, offers a simpler, more affordable setup, along with better collaboration tools and transactional emails at no additional cost. For teams that prioritize ease of use and deliverability over complex automation, Mailjet can be a better choice.

The Lunar New Year is a significant celebration in many countries in South and East Asia, including China, Singapore, Vietnam, Malaysia, and Indonesia. It’s also a major public holiday that begins on February 16 in 2026 and February 6 in 2027.

If you’re a business owner or target consumers in these markets, leaving the Lunar New Year off your calendar would be a massive loss. Its cultural significance makes it a perfect occasion to celebrate and connect with your audience.

Thankfully, there are plenty of Lunar New Year marketing ideas to choose from, for all budgets and audiences. Let’s dive in.

What Is the Lunar New Year?

Lunar New Year, also known as Chinese New Year or the Spring Festival, marks the beginning of the year according to the traditional lunisolar calendar and lasts 15 days. It’s the perfect opportunity to bid farewell to the past year and welcome the new one with wishes of good fortune.

The Lunar New Year begins with the first new moon and ends with the Lantern Festival on the next full moon. Throughout these festivities, numerous traditional activities take place, including hanging colorful lanterns, watching dragon and lion dances, and enjoying traditional delicacies such as dumplings and sticky rice balls.

Each Lunar New Year is associated with one of the 12 zodiac animals. 2026 is the Year of the Horse, which symbolizes good luck, freedom, and strength.

Source

Gatherings with friends and family reunions are central to the celebration. Inevitably, businesses in the entertainment, tourism, and retail industries benefit greatly from the Lunar New Year season, which boosts sales.

Lunar New Year Marketing Ideas to Connect with Your Audience

While well-established businesses often have larger budgets for Lunar New Year marketing campaigns, small businesses can still find impactful, cost-effective alternatives.

In this section, you’ll discover a variety of Lunar New Year marketing ideas that cater to diverse needs and audiences, regardless of your available resources.

1. Launch limited-time products

As with all major holidays, consumer spending and gift-giving rise during the Lunar New Year. To capitalize on this, you can give your existing products a seasonal revamp or launch new ones to attract customers. Promote with time-sensitive language, such as limited time only, to create a sense of urgency and boost sales.

For example, if you have an e-commerce store for scented candles, you could design an elegant red-and-gold candle, two colors central to the holiday, with a fresh scent. To gain more traction, name it after the zodiac animal of the year and decorate it with a beautifully designed label.

Limited-time bundles with complementary products are also popular, offering a richer customer experience. Here’s a perfect example from the online store Moon + Heart, which celebrated the Year of the Dragon with a special bundle:

Determine the types of products or services your target audience would appreciate. Just be sure to launch your campaign at least three weeks before the Lunar New Year celebrations. This gives potential customers more time to make up their minds, especially if shipping is involved.

2. Offer seasonal discounts and offers

To capture the themes of abundance and good fortune during the Lunar New Year, you can engage your audience with compelling discounts and offers. This strategy works well for both seasonal products and sitewide sales.

For example, consider launching a limited-time discount, a flash sale, or a BOGO (Buy One, Get One) offer. If you’re on a tight budget, you can still boost loyalty and retention with alternatives like free shipping or VIP-exclusive offers.

To maximize your campaign’s reach, promote these initiatives on the channels where your audience spends the most time. For instance, share your offers on social media platforms and create an email series to nurture subscribers with timely updates, increasing your overall campaign impact.

3. Create engaging, festive content

In addition to sharing limited-edition products and offers, you can create engaging seasonal content to celebrate the occasion. This can include tutorials, blog posts, and quick guides that connect with your audience on a cultural level.

For example, if you run a food blog or own a kitchen supply store, you could share traditional Chinese recipes. You can also create social media or TikTok posts that showcase unique New Year customs and traditions to further engage your followers.

Check out how the food blog “The Woks of Life” created a dedicated Lunar New Year culinary planning guide.

If you’re short on time or resources, you can use pre-made design templates from tools like Adobe Express and Canva to create quick yet impactful content that still aligns with your brand. For instance, you can design an infographic or craft a heartfelt Lunar New Year’s wish. You can also source relevant images from stock photo sites that portray Chinese New Year celebrations or family gatherings.

4. Send a festive email campaign

Email marketing can play a pivotal role in your Lunar New Year promotions. Whether you’re sending a limited-time offer or a heartfelt wish, craft an eye-catching email that subscribers can’t help but ignore.

Combine your brand style with Lunar New Year details by adopting the primary seasonal colors, gold and red, without losing your own identity. If you’re promoting a specific action, make sure your messaging is clear and the call-to-action button stands out.

This email from Ashley & Co. effectively combines its brand style with festive elements to grab attention:

Subject line: A Lunar New Year with Free Shipping!

Email marketing also provides powerful personalization capabilities through list segmentation. For example, you might send an exclusive discount to your VIP customers and a “Happy Lunar New Year” message to the rest of your subscribers. This maximizes engagement without hurting your bottom line.

Most email marketing services also offer pre-made assets like email templates and automation workflows. This allows you to create and schedule entire email sequences in advance, making it a crucial tool for any Lunar New Year marketing strategy.

Try Moosend’s editor

Check out additional resources:

• 26 Tested Email Marketing Best Practices That Drive Results
• 100+ New Year Email Subject Lines For 2025
• Monthly Email Planner: January Edition [2025]

5. Decorate your website or store

What about consumers who visit your online or physical store right before or during the Lunar New Year? Grab their attention and invite them in with a celebratory atmosphere that evokes holiday festivity.

Starting with your digital assets—such as your website and social media profiles—decorate them with festive colors and imagery of Lunar New Year symbols, including zodiac animals, red envelopes, and dragons.

As for your physical store, you can start small by hanging lanterns or go for a complete makeover, if your budget allows it.

6. Embrace the tradition of red envelopes

The red envelope, or hongbao, is a tradition deeply associated with Lunar New Year celebrations. In many Asian countries, giving red envelopes filled with money is a cherished tradition. You can brainstorm numerous ideas to incorporate this into your Chinese New Year marketing campaigns.

Beyond using the design in your digital assets, you can also create digital red envelopes containing discounts. Alternatively, in a physical store, you could hand out actual envelopes containing coupons to customers who have spent a certain amount, as a reward.

You can also create referral campaigns based on the red envelope tradition, offering incentives for both the customer and their referred loved ones.

7. Collaborate with influencers

Many brands, especially those targeting Gen Z and millennials, collaborate with influencers to maximize the reach of their Lunar New Year campaigns. These partnerships can take many forms.

For instance, you can ask influencers to post about your seasonal products on their social media or create a video tutorial using them to gain traction. Feel free to make an affiliate agreement if that model works for both parties. Another great idea is to invite them to your seasonal event and ask them to share related content on their social media profiles.

When planning, it’s a good practice to discuss with the influencer what content types perform best for their audience. Combine that information with your own data to make a well-informed decision. Finally, make sure that your target audiences align to raise brand awareness and maximize sales.

For example, Dior featured actress Sun Yi Han in an exceptional video to promote its 2022 Lunar New Year Capsule.

8. Host giveaways or contests

Giveaways are an excellent tactic to boost engagement during the Lunar New Year. You can choose from various formats based on your business goals.

For example, to increase your Instagram followers, ask users to follow your page and tag a friend in the comments to enter a drawing for a prize. To grow your email list, you could ask people to provide their email addresses to enter.

Whatever format you choose, make sure the prize is something your customers and prospects will genuinely find intriguing. Clearly state the benefits the winners will receive to encourage them to participate. You can also keep an eye on giveaways run by your competitors or brands you admire to get inspired.

9. Encourage user-generated content (UGC)

Another great option to boost customer engagement and grow your reach is to encourage customers, prospects, or partners to share content featuring your Lunar New Year products, services, or events. By doing so, these users become brand ambassadors and can help bring new people to your brand.

To make it easy to track, invite them to use a specific brand hashtag when posting their photos or videos. You can also combine this tactic with a giveaway or contest to increase its popularity and success.

10. Join a charity initiative

Community plays a vital role during the Lunar New Year. Many brands partner with charities and donate a portion of their seasonal earnings, showcasing their social consciousness.

Collaborate with organizations whose causes align with your values and consider sharing this initiative with your customers. You can also consider donating to organizations that specifically support Asian communities and cultures.

11. Share cultural storytelling

You won’t capture your target audience’s attention without great storytelling. Think about what your audience would like to learn about the Lunar New Year and share educational stories on your blog, in email newsletters, or on social media.

But what can you share? From recipes and the origins of seasonal traditions to the importance of family reunions, share emotional and meaningful stories to engage your audience.

This amazing email campaign from Viator educates its U.S. audience on how to celebrate the Lunar New Year properly.

Subject line: Celebrate Lunar New Year in the US

12. Host a virtual or in-person event

If you want to boost interaction with your target audience before or during the Chinese New Year, you can plan an online event or host one in a physical space. Offer an experience that they would want to be a part of. This could range from a workshop on making traditional dumplings to a seasonal marketing webinar for a wider audience.

Overall, this experience can create a sense of community and belonging, which are central to the main themes and symbols of the Lunar New Year.

Lunar New Year Marketing Examples from Top Brands

How have top brands shaped their Lunar New Year campaigns in the past? We’ve collected a few examples to inspire you.

Apple

Every year, Apple releases a new short film shot with its latest iPhone to celebrate the Lunar New Year. For 2025, they shared the film “I made a mixtape for you.” The story follows a young man who visits his parents for Chinese New Year and discovers a mixtape from the 90s. He is transported into that era, where he falls in love with a stranger and starts to believe in love again.

Apple found an incredible way to showcase its new product, demonstrating great storytelling and video quality that’s hard to ignore.

Fendi

To celebrate the Year of the Dragon, Fendi collaborated with Fragment (Frgmt) and Pokémon on a special collection. One of their initiatives featured beloved dragon Pokémon characters on classic Fendi products to attract younger audiences.

Bottega Veneta

For their 2024 Lunar New Year campaign, Bottega Veneta launched a campaign titled “The First Sunrise with You.” The brand’s campaign showcased a variety of people experiencing the first sunrise of the new year in different settings, including popular actress Shu Qi to gain more traction.

Lululemon

The popular brand Lululemon displayed its Lunar New Year collection on its website. They added high-quality images of happy models wearing the clothes and stayed true to the season’s core themes in their copy, using words like health, wellness, and bold.

Off to New Beginnings

As you prepare for the upcoming Lunar New Year celebrations, consider what you’d like to wish your customers and which campaigns will resonate with them. Find the right Lunar New Year marketing idea and create compelling content and campaigns that will accompany your audience as they walk into the new year.

Interested in creating Lunar New Year emails? Create a Moosend account and choose one of our pre-made templates to start building your campaign inside our editor. You can also request a 30-day free trial to experiment with its powerful personalization and automation features.

FAQs

Let’s explore some frequently asked questions regarding Lunar New Year marketing ideas.

1. Are markets open on the Lunar New Year?

During the Lunar New Year, markets in East Asia are either closed or operate on limited hours. For example, they are typically closed in China and Taiwan, while Hong Kong and Singapore may offer partial services.

2. What is the Chinese zodiac sign for 2026?

Lunar New Year 2026 marks the beginning of the Year of the Horse, and the zodiac sign for people born during this year is the Fire Horse. It symbolizes freedom, energy, and excitement.

3. What are the most effective Lunar New Year marketing strategies for small businesses?

Here are some top suggestions:

• Offer limited-time discounts.
• Create engaging Lunar New Year content.
• Bundle themed products and packaging.
• Focus on personalization and storytelling.

Remember when text messages capped at 160 characters? Those days are long gone. Today, OTT messaging apps like WhatsApp, Viber, and Messenger make conversations faster and more convenient, powered by the Internet rather than phone networks.

But while OTT messaging offers several advantages, it isn’t necessarily a perfect replacement for established channels. Businesses often find themselves asking: “Is OTT enough on its own, or should it work alongside SMS and email?”

In this post, we’ll break down what OTT messaging really means, how it stacks up against other communication tools, where its limitations lie, and how it can help your strategy.

What Is OTT Messaging?

OTT messaging (short for over-the-top messaging) refers to chat and messaging services that use the Internet rather than a mobile carrier’s SMS or MMS network. Popular examples include WhatsApp, Facebook Messenger, Viber, Telegram, and WeChat.

Unlike traditional text messaging, OTT apps deliver messages over data connections such as Wi-Fi or mobile internet, allowing users to send texts, images, videos, voice notes, and even make calls at little to no cost. That’s why OTT platforms have quickly gained traction worldwide, with billions of active users relying on them daily.

For businesses, OTT messaging opens up opportunities for more interactive customer communication. Companies can share rich media, quick replies, and personalized updates directly inside an app customers already use. However, since OTT services rely on third-party apps, their reach depends on whether the customer has that specific app installed, making it less universal than email or SMS.

Key Features of OTT Messaging

OTT messaging apps stand out because they go beyond plain text. Some of their most common features include:

• Rich media support: Send photos, videos, voice notes, stickers, and GIFs.
• Internet-based delivery: Messages travel via Wi-Fi or mobile data, not carrier networks.
• Cross-device access: Use the same account across multiple devices, including smartphones, tablets, and desktops.
• Group and community chats: Enable conversations with multiple users at once.
• End-to-end encryption: Many OTT apps offer strong privacy and security by default.

These features make OTT apps engaging and user-friendly, but they also highlight why businesses must carefully weigh OTT against more universal channels like SMS and email.

OTT Messaging vs SMS

While OTT messaging and SMS are used for the same purpose—delivering messages to recipients—the way they operate (and their effectiveness for businesses) differ significantly. Let’s explore their differences in detail below.

Reach and Accessibility

SMS works on every mobile phone, requiring no internet connection, making it the most universally accessible channel. OTT apps, on the other hand, require users to have a smartphone, internet access, and the specific app installed. This can limit reach in certain demographics or regions.

Cost

For individuals, OTT messaging is essentially free, as it only requires data or Wi-Fi. For business use, however, several costs are associated with it. SMS usually has straightforward per-message fees. OTT messaging also includes those per-message fees, but it may require additional setup costs or monthly subscription fees.

The actual costs of both communication channels depend on the provider you select.

Features

SMS is limited to text and simple links, while MMS enables basic media at an additional cost. OTT apps support rich features (images, videos, buttons, voice notes, and more), allowing for interactive customer experiences.

What’s more, SMS is limited to 160 characters per message, while OTT apps allow you to send much longer messages.

Reliability

SMS is less dependent on connectivity and more likely to be delivered instantly in areas with poor internet. OTT apps depend heavily on stable internet connections.

Security

Another key difference between OTT messaging apps and SMS is the level of security and encryption. OTT messaging apps offer end-to-end encryption by default, meaning that messages can be read only by the sender and the recipient. On the other hand, SMS messages can be easily intercepted, making them more susceptible to cyber attacks.

Regarding consent, you need explicit consent from recipients for SMS marketing messages. OTT apps don’t require you to get consent. However, many businesses still do so as a best practice.

OTT Messaging vs Email

At first glance, OTT messaging and email may appear to be distinct channels, but they often overlap in purpose for businesses. They can help build relationships, send updates, and drive engagement.

Reach and User Behavior

Email is universal, and anyone with an internet connection can receive it, while it’s not tied to a specific app. OTT apps, by contrast, limit reach to users of a given platform. That said, OTT messages usually get read instantly, while emails may sit unopened for hours or even days.

Content and Format

OTT is designed for short, conversational updates that incorporate rich media. Email, however, offers more space and design flexibility, making it ideal for detailed newsletters, transactional messages, or promotional campaigns.

Business Use

OTT platforms tend to restrict bulk messaging, often requiring approval for business APIs. Email, in contrast, is designed for mass communication. Also, segmentation, automation, and personalization tools are standard in modern ESPs.

Longevity

Email provides a permanent record in a user’s inbox, searchable even months later. OTT messages often feel more fleeting, as they are frequently buried in ongoing chats.

Best OTT Messaging Apps

If you’re exploring OTT messaging, these six solutions offer unique opportunities for personal and business communication.

1. WhatsApp

User base: Over 2.7 billion monthly active users (globally).

Key features: Encrypted chats, voice/video calls, file sharing, status updates.

Business use: The WhatsApp Business App (free) and Business API (paid) allow customer support, transactional updates, and rich media campaigns. This OTT messaging app is especially strong in markets like India, Brazil, and Europe.

2. Facebook Messenger

User base: ~1 billion monthly active users.

Key features: Text, calls, multimedia, chatbots, and payment integration.

Business use: Facebook Messenger works well for customer service, product inquiries, and automated responses. Integration with Facebook Ads makes it powerful for lead generation and retargeting.

3. Viber

User base: 250+ million monthly active users, with a strong presence in Eastern Europe, the Middle East, and Asia.

Key features: End-to-end encryption, group chats, international calls, and stickers.

Business use: Viber for Business supports promotional messages, transactional updates, and branded sticker campaigns. This OTT messaging tool is excellent for localized marketing.

4. Telegram

User base: 900+ million monthly active users.

Key features: Cloud-based storage, large file sharing, group chats up to 200,000 members, channels for broadcasting, strong privacy features, a custom start page, chatbot support, and automated messages.

Business use: Telegram is ideal for community building, announcements, and broadcast-style updates. While it lacks formal business APIs like WhatsApp, its open platform attracts tech-savvy audiences.

5. WeChat

User base: 1.3+ billion monthly active users, mainly in China.

Key features: Messaging, payments, shopping, ride-hailing, and “mini programs” (apps within the app).

Business use: A must-have in China. Brands use WeChat official accounts to manage customer service, loyalty programs, and even full eCommerce stores.

6. Line

User base: ~178 million monthly active users, dominant in Japan, Taiwan, and Thailand.

Key features: Messaging, voice/video calls, stickers, social features, and integrated services (like music and payments).

Business use: Companies can use Line to run official accounts, send broadcast messages, and create branded stickers. Popular for localized, youth-oriented campaigns.

Where OTT Messaging Fits in Your Strategy

OTT messaging has transformed the way people connect, offering speed, interactivity, and rich media features that SMS and email alone can’t match. Still, its platform limits and scalability issues mean it works best as part of a multi-channel communication strategy.

For businesses, email remains the most universal, scalable, and measurable channel of communication. From automated campaigns to detailed analytics, email marketing gives you the control and reliability that OTT apps can’t provide on their own.

If you want the best of both worlds, combine OTT for real-time interactions with email for long-term engagement. And if you’re ready to take your email strategy further, try Moosend’s powerful email marketing platform, built to help you reach, engage, and convert your audience at scale.

Frequently Asked Questions

Here are some frequently asked questions related to OTT messaging.

1. What does OTT stand for?

OTT stands for Over-The-Top, referring to services that deliver content or communication over the internet rather than through traditional carrier networks. In messaging, OTT refers to apps like WhatsApp, Viber, or Messenger that enable users to send texts, images, and videos over Wi-Fi or mobile data, bypassing SMS/MMS.

2. Is OTT messaging free?

For users, OTT messaging is usually free since it only requires an internet connection (Wi-Fi or mobile data). Sending texts, images, or calls through apps like WhatsApp or Messenger doesn’t incur extra fees like SMS. For businesses, though, it’s different, as most OTT platforms charge for using their official APIs to send bulk messages or campaigns.

3. What are the limitations of OTT messaging?

OTT messaging relies on users having the right app installed, limiting its reach compared to SMS or email. It also requires a stable internet connection, which makes delivery less reliable in areas with low connectivity. For businesses, scalability can be a challenge since OTT platforms restrict bulk messaging and often require approval processes. Messages can also get buried in busy chats, so they lack the permanence of email.

There’s something about the phrase “last chance” that makes people pause. But why? Psychologically, urgency and the fear of missing out (FOMO) trigger a survival response, and our brains are wired to pay attention when time is running out.

That’s why last chance email subject lines are some of the most powerful tools in your email marketing toolbox. Compared to regular subject lines that use a bit of urgency, they create a moment your subscribers can’t ignore. This often means higher open rates, faster clicks, and ultimately, more sales.

In this guide, we’ll explore examples, tips, and a common pitfall to avoid so you can make your last chance emails both genuine and converting.

How to Write a Good Last Chance Subject Line

Writing an effective last chance subject line is all about striking the right balance with urgency. You need enough of it to get customers to act, but not so much that it backfires.

When urgency is overused or feels forced, you fall into what we call the urgency trap. This can lead to email fatigue, reduced trust, and even damage to customer loyalty over time. To avoid this, think of urgency as a tool that’ll give you the best results when used sparingly and strategically.

• What to do: In your final reminder, be direct with subject lines like “Last chance to save 30%” or “Final call for tonight’s event.” The urgency should always feel genuine.
• What to avoid: Using overblown subject lines like “ONLY 5 MINUTES LEFT!!!” when your offer still runs for hours or days. This kind of fake urgency can frustrate customers and hurt your credibility.

Instead, keep your subject line short and to the point, especially for mobile readers. Then, highlight the benefit by reminding subscribers what they’ll gain if they act now, or what they’ll miss if they don’t. Both urgency and value create stronger motivation.

Lastly, before you hit send, test your copy with a subject line tester like Moosend’s Refine to make sure it’s optimized to perform.

Tools like this provide you with valuable industry insights and suggestions to improve your open rates. So, whether you create your subject lines from scratch or rely on AI-generated text, a quick check won’t harm.

Plus,  it can help you make minor tweaks that make the difference between an average campaign and a high-performing one.

Test your subject lines

Last Chance Subject Lines for Different Occasions

Below, you’ll find a collection of last chance subject lines, from time-based urgency and low-stock scarcity to seasonal offers, events, FOMO, and even free shipping reminders.

More Tips for Better Last Chance Email Subject Lines

Once you’ve nailed the basics of urgency and value, there are a few more ways to make your last chance subject lines even more effective.

• Personalize when possible: Use a subscriber’s name or reference their past browsing behavior. A subject line like “Mary, your favorite sneakers are almost gone” feels more direct and relevant.
• Experiment with emojis: An emoji can add energy and help your email stand out in a busy inbox. Just keep it aligned with your brand voice and don’t overdo it.
• Add variety to your copy: If every subject line says “Last Chance,” subscribers may not interact at all. Instead, use alternatives like “Final Hours,” “Don’t Miss Out,” or “Ends Tonight.”
• Avoid spam words: Avoid phrases like “Free!!!” “Act Now,” or “Risk-Free,” as they can trigger spam filters and hurt deliverability.
• Match tone to your audience: A playful “Going, going, gone 👋” might work for retail, while a straightforward “Final Day to Register” fits better in B2B.
• A/B test your approach: Don’t assume one style works best for everyone. Test different wording styles (short vs. longer, playful vs. serious) to see what resonates most with your email list.

Before hitting “send,” ensure that your subject line matches your content and email design. If your subject line promises urgency but the message looks casual or off-topic, subscribers may feel misled.

Last Chance Email Examples with Subject Lines

Consistency builds trust and makes your last chance emails more effective.

Here are some great examples to get inspired.

1. Converse

Subject line: Final call: 40% off a bundle

Converse’s last-chance subject line works well with the bold “LAST CHANCE: 40% OFF” copy and back-to-school email design.

What works:

• Keeps the offer time-sensitive without sounding spammy.
• The visuals (shoes, backpack, tee) promote the idea of a complete “bundle.”
• The consistency in design colors (black and yellow) draws attention to urgency.
• Member perks like free delivery and easy returns build trust and reduce barriers to purchase.

Further reading: Take a look at our back-to-school emails guide for more subject lines, tips, and examples.

2. Dell

Subject line: This is your last chance.

Dell uses a last chance subject line that ties in nicely with the headline, increasing the urgency of their limited-time Black Friday in July promotion.

What works:

• The body copy quickly clarifies the value by highlighting potential savings of up to $500.
• Strong hero image of a professional using the product adds aspirational appeal.
• Clear product focus with laptops and monitors showcased alongside prices.
• Additional trust factors, such as Dell Rewards and free shipping, encourage purchases.

3. E.l.f.

Subject line: Bestie, your points are expiring soon. Act fast!

e.l.f. grabs attention with the playful subject line, leaning into a friendly, community-driven vibe instead of a hard sales push.

What works:

• The conversational style makes the message feel like it’s from a friend.
• It creates urgency by showing the exact number of points at risk and the expiration date.
• The bright colors and bold “QUICK” headline increase the need to act fast.
• Next steps (shop or engage) reduce friction and give subscribers multiple ways to save their points.
• The consistent “beauty squad” branding strengthens community and loyalty.

Further reading: Discover more examples and tips in our beauty brand email marketing guide.

4. Death Wish Coffee

Subject line: LAST CALL TYPE SITUATION

Death Wish Coffee’s last chance subject line combines its brand voice with a limited-time 20% off offer, keeping things playful yet urgent.

What works:

• Unconventional phrasing stands out from typical last-chance subject lines.
• The brand’s personality is consistent across subject line, design, and copy.
• The seasonal tie-in with the “4THOFJULY” code keeps the urgency relevant.
• The lifestyle visuals (coffee outdoors, summer recipes) make the promo feel timely and aspirational.

5. Freeletics

Subject line: FINAL SHOP CLEARANCE SALE

Freeletics makes it clear that this is a big, no-return kind of promotion, using the same subject line and header for maximum impact.

What works:

• Countdown element (“sell everything by June 15, 2025”) adds a hard deadline.
• Massive discount (80% off) clearly highlighted with a promo code for easy redemption.
• The megaphone graphic enhances the “announcement” vibe of the promotion.
• The email copy addresses subscribers directly as “Athlete,” keeping it personal and on-brand.

6. Natura Siberica

Subject line: Don’t Miss Free Shipping! 🚚

Natura Siberica keeps the focus on free shipping, using a delivery-truck emoji in the subject line to stand out in the inbox.

What works:

• Highlights the benefit instantly with a large “FREE SHIPPING” header.
• Creates urgency by setting a clear end date (“until midnight 31st July”).
• Removes barriers with “No code needed,” making the offer easy to get.
• Matches inbox and email visuals with the delivery-truck graphic for consistency.
• Uses a light, friendly tone (“PSSST.. remember”) that feels approachable and on-brand.
• The email CTA effectively stands out on the lighter background.

7. American Giant

Subject line: Last Chance to Order for Christmas

American Giant’s subject line and email copy are all about holiday timing, urging customers to act quickly so gifts arrive in time for Christmas.

What works:

• Connects urgency to a highly relevant seasonal deadline.
• “Last day to order” makes the cutoff crystal clear.
• The visual of a wrapped gift matches the holiday theme.
• Strong CTA (“Shop Now”) leaves no confusion about the next step.

Further reading: For more inspiration, take a look at these discount email examples.

Last Chance Email Pitfall to Avoid

You’ve sent your last chance email, but now you’re tempted to send an extension. While this might boost short-term sales, it can also backfire. Customers quickly pick up on these tactics, and nothing erodes trust faster than a “final hours” deal that magically reappears the next day.

According to an investigation highlighted by ClassAction.org, some companies have been called out for sending emails with subject lines like “Last Day” or “Ends Tonight” while quietly extending those same offers. In states like Washington, this practice may even raise legal issues under the CAN-SPAM Act, which prohibits misleading subject lines.

The lesson here is to make sure your “last chance” really is the final one. Honest urgency drives conversions, while fake urgency risks both reputation damage and compliance trouble.

Instead of recycling the same “last chance” message with an extension, set expectations clearly from the start. If you know your promotion might run longer, frame it as a limited-time offer with a specific end date rather than a one-day-only deal. That way, you can still use urgency without misleading your audience.

Another approach is to create tiered urgency:

• First email: “Early access: best deals available now.”
• Reminder email: “Sale ends in 3 days: don’t miss out.”
• Final email: “Last chance: offer ends tonight.”

This structure provides multiple touchpoints without requiring fake extensions. It also helps build anticipation while keeping your messaging transparent and consistent.

Create Genuine Last Chance Email Subject Lines

Urgency is one of the most powerful tools in your email marketing toolbox. When used strategically, it can drive action, boost open rates, and help you close more sales.

But remember, too much pressure can cause you harm. Overwhelming your audience with repeated “last chance” messages may cause fatigue or even push them away. The key is to create urgency that motivates without making subscribers feel panicked.

If you’re ready to put these ideas into action, sign up for a Moosend account. With a built-in AI Writer, you can instantly generate compelling subject lines and email copy, then send your campaign with ease.

FAQs

Below, let’s take a look at a couple of questions about last chance emails.

1. What is a last chance email?

A last chance email is a marketing message sent near the end of a promotion, sale, or event to remind subscribers it’s their final opportunity to act. These emails are designed to create urgency and drive quick decisions, often using subject lines that highlight deadlines, expiring offers, or low stock.

2. Why is urgency necessary in last chance emails?

Urgency in last-chance emails motivates subscribers to take action immediately, rather than putting it off. By showing that time is limited, you increase the chances of higher open and click-through rates. However, urgency should be used strategically, as too much can lead to email fatigue or distrust, while authentic urgency makes your emails more effective.

3. How can scarcity improve last chance subject lines?

Scarcity makes your offer feel more exclusive by emphasizing that products or spots are limited. Adding scarcity to last-chance subject lines (e.g., “Only 3 left in stock” or “Seats are almost gone”) taps into the fear of missing out (FOMO). This combination of scarcity and urgency is powerful, as it prompts subscribers to act quickly before the opportunity is lost.

If you’re looking for a platform that focuses on user-friendly campaign building or agency features, Campaign Monitor is a tool you’ll want to check out.

In my Campaign Monitor review, I’ve been testing it to see how it compares to other email tools, identifying its strengths and weaknesses, and determining whether it’s worth the price tag for what it offers.

This blog post aims to help you make an informed decision about whether Campaign Monitor is an ideal fit for your business needs.

Disclaimer: The information below is accurate as of October 2025.

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Campaign Monitor Overview & Ratings

Campaign Monitor is an email marketing platform that offers easy-to-use tools for designing and sending beautiful email campaigns. The platform is known for its intuitive user interface, allowing even beginners in email marketing to get started quickly.

You get a range of features to reach, grow, and engage your audience, including personalization and segmentation options, signup forms, transactional emails, and, most recently, SMS marketing (for the US). Campaign Monitor also provides in-depth analytics that can help you refine your marketing efforts.

Pricing is where things get more complicated, as the platform doesn’t have the cheapest plans on the market. Nevertheless, it isn’t the most expensive tool out there. The real question, though, is whether each tier’s limitations can hinder your business’s growth or not.

Before exploring each feature in more detail, let’s take a brief look at the platform’s main aspects.

Campaign Monitor Feature Breakdown

In this section, we’ll explore Campaign Monitor’s main features and their pros and cons, so you can decide whether the platform fits your business needs.

Email Builder

To create email campaigns, Campaign Monitor gives you three options: use a pre-made template, import custom HTML code, or create a plain text email. I selected the “Use a template” option and found a library of well-designed templates and four email layouts (welcome, announcement, newsletter, and updates).

The editor itself is among the most user-friendly I’ve encountered while testing the best email marketing software. I really liked that it’s clean, letting you navigate all the available options with ease. I did notice, however, that Campaign Monitor’s builder isn’t the snappiest out there.

You can insert various items into your campaigns, such as images, CTA buttons, videos, social links, and countdown timers. The editor also includes free built-in stock images from Pexels. At the same time, you can easily tweak colors, fonts, and layouts to match your branding. This is especially useful to keep things consistent across newsletters.

While the builder covers all the essentials, it doesn’t feel as flexible if you want to go beyond the standard blocks. For example, adding highly customized sections or coding directly in the editor isn’t as smooth as with some other tools. Nevertheless, for most marketers, this may not be that big of an issue.

Another handy feature of the email builder is the ability to review links. This tool identifies broken or invalid links and helps you fix them. You can also preview how your campaign will look on desktop and mobile devices before actually sending it.

Regarding A/B testing, the platform lets you test email subject lines, sender names, or email design. We found out that you can only set up A/B tests for two email variations.

Finally, Campaign Monitor offers Inbox Tests that allow you to view how your emails display across 30+ email clients. This feature is available on the popular Essentials plan, and it’s a nice addition, as not many ESPs offer it.

Email Template Library

Campaign Monitor’s email builder comes with a great email template library. We found 132 templates for various purposes, including announcements, deals, events, customer re-engagement, and transactional emails.

What’s great about these templates is that they are modern and aesthetically pleasing, while also being responsive. This means that they’ll automatically display correctly on any device.

Access to the template library is available even for users of the 30-day free trial.

Automations

Digging into Campaign Monitor’s automation features, I found them solid but not overwhelming. You can set up customer journeys that trigger based on actions like joining a list, clicking a link, entering/exiting a segment, and making a purchase. I tested a simple welcome series, and it was easy to map out the steps without needing a separate tutorial.

What I really liked is that you can branch out with conditional paths. For example, if someone opens your email but doesn’t click through, you can send them a follow-up nudge. This enables the creation of more personalized flows without requiring advanced technical knowledge.

However, I did notice that the automation options aren’t as extensive as those offered by some competitors. You won’t find advanced triggers like website behavior tracking or complex multi-channel workflows. Also, I found myself wishing for more flexibility when trying to set up a re-engagement series with multiple touchpoints.

The platform also offers 9 pre-built automation journeys, ideal for beginners and users who need to set up key automations without spending much time. What’s more, the built-in workflow analytics provide insights that can help you improve underperforming emails.

Overall, if your goal is to run welcome emails, post-purchase follow-ups, or basic nurture campaigns, Campaign Monitor gets the job done. It strikes a balance between simplicity and functionality, which makes it a good fit for teams that want to use automation without spending weeks learning the ropes. For complex journeys or advanced triggers, however, you may need to consider other options.

Segmentation (List Management)

Upon exploring Campaign Monitor’s segmentation features, I found them to be one of the strongest aspects of the platform. You can create segments based on subscriber data like location and engagement history, as well as behavioral patterns.

I really liked how simple it was to build a segment using drop-down conditions, without overly complicated filters.

For example, I created a test segment of subscribers who had opened at least one campaign in the last 30 days but hadn’t clicked a link. It only took a few clicks to set up, and it gave me a ready-made list to re-engage. This is especially useful when you want to tailor content to people who are interested but not fully converting.

Another highlight is dynamic segmentation. Once a subscriber meets (or no longer meets) the criteria, they’re automatically added or removed. I found this really useful because it saves you from having to constantly update lists manually. Also, unlike other platforms, Campaign Monitor lets you deliver emails to multiple segments or lists at once.

That said, while the basics are well-covered, advanced segmentation features (such as predictive audiences or AI-driven insights) are not yet part of Campaign Monitor’s toolkit. Still, for most small to medium businesses, the segmentation tools are more than enough to run personalized and effective campaigns.

Forms & Landing Pages

For lead generation, Campaign Monitor offers embedded forms, pop-ups, and signup landing pages.

During my review, the forms were easy to set up, but they were a bit basic. You can either embed a form directly on your website or use a hosted signup page, which Campaign Monitor provides if you don’t have a place to publish your form yourself. You can adjust colors and add custom fields, making it possible to collect more than just names and emails.

The available form templates are great and will cover most businesses. To use most of them, though, you’ll need a paid plan.

The hosted signup landing pages are helpful when you want a quick way to collect signups for a newsletter without touching your site’s backend. They’re clean, responsive, and functional, but they’re not full landing pages. You don’t get drag-and-drop layouts, advanced design elements, or items like countdown timers or product blocks.

What I really liked was that forms connect seamlessly with your lists, and any custom fields you add flow directly into segmentation.

Reporting & Analytics

Moving on to reporting and analytics (called Insights in the platform), I found a clean dashboard displaying key metrics, including opens, clicks, bounces, unsubscribes, and delivery rate. I was impressed with how easily I could see engagement trends at a glance without having to dig through menus.

You get distinct categories to see your email performance for campaigns, automation sequences, and content. I also liked the fact that the platform compares your performance with the previous 30 days, showing changes in a way that’s easy to grasp.

Clicking on each campaign allows you to access more in-depth details. For example, you can track performance by geographical location, device, or even the email client your subscribers are using.

Another useful feature is the “click maps,” which visually show where people interacted with your email. It’s a simple way to understand what’s working in your design without paying for dedicated tools.

What’s not ideal is that dashboards aren’t customizable, and advanced link tracking is only available on the top-tier plan. Finally, I noticed that the platform lacks more advanced analytics, like predictive analytics and robust conversion tracking.

Integrations

To connect with other tools you may be using, Campaign Monitor has 109 integrations in its library.

These integrations cover CRM software, lead generation platforms, email testing tools, survey tools, and more. However, we noticed that some essential integrations are missing (e.g., with social media tools like Instagram and CMS platforms).

Nevertheless, the integrations offered are built well, allowing data to flow smoothly between platforms.

Customer Support

When it comes to customer support, your options are a little different than usual. The main difference from other email marketing services is the lack of a “direct” support channel, meaning that there is no live chat.

For assistance, a chatbot is available to provide quick answers to your queries or direct you to the support team, available either via email or phone (depending on your plan). For example, the Essentials plan gives you access to priority support, while only the most expensive Premier plan provides access to phone support.

Based on my experience during the review and what other users have noticed, responses from the email support team are quick, but they still lack the directness of live chat. I should also mention that support is offered primarily during office hours, Monday through Friday.

Apart from the above channels, Campaign Monitor has a great Help Center where you can find solutions to common pain points.

Email Deliverability

Email deliverability is essential so that your email campaigns successfully reach subscribers’ inboxes and not the spam folder.

Below you can see an email deliverability report comparing Campaign Monitor with other popular email marketing services.

This table shows that with Campaign Monitor, most of your emails will reach inboxes; however, you may see a slightly higher rate of messages ending up in spam compared to top performers. List hygiene and authentication (SPF, DKIM, DMARC) also play a big role here. Setting those up properly will likely improve your results.

The good news is that Campaign Monitor has a solid sender reputation and provides clear instructions for domain authentication. Overall, its deliverability is decent, but not exceptional.

Campaign Monitor Pricing

In the previous sections, we explored Campaign Monitor’s features. Now, we’ll review its pricing to see whether it’s worth it.

The platform’s pricing consists of a 30-day free trial and three paid plans. You pay based on the number of contacts you want to have. What’s more, committing to an annual contract gets you a 10% discount.

Let’s review each plan individually now.

Free Trial (30 days)

The platform offers a 30-day free trial that lets you start email marketing without a credit card. This trial lets you have up to 500 contacts and send 500 email campaigns (for the duration of the trial).

You get core functionality like access to email templates, segmentation, and signup forms. However, this plan has serious limitations and is intended only as a starting point to familiarize yourself with the platform before committing to a paid plan.

Lite Plan – $12/month

The Lite plan starts at $12/month for up to 500 contacts, giving you access to key features like email templates, signup forms, segmentation, A/B testing, automation, and the AI Writer.

This plan limits the number of emails you can send (5x your contact limit). Also, you get standard email customer support.

Essentials Plan – $29/month

The Essentials plan offers more advanced functionality and upgrades your email sending to unlimited emails per month. You gain access to all core features, priority support, and inbox previews. Additionally, you can purchase advanced features, such as engagement segments and a non-human click filter.

Premier Plan – $159/month

For larger teams or businesses requiring access to phone support, there is the top-tier Premier plan, which starts at $159/month. You get premier support along with phone support, advanced engagement segments, email section locking, and send time optimization.

This plan incorporates Campaign Monitor’s most advanced functionality, with the only downside being the steep price tag, which makes it unsuitable for small businesses.

Campaign Monitor Pros & Cons

In this section, we’ll recap the main pros and cons of Campaign Monitor, so you can decide whether the platform is an ideal fit for your business needs.

Campaign Monitor Pros

• User-friendly interface: Clean and intuitive UI that makes it easy for beginners to create and send campaigns, and also explore the platform’s features.
• Detailed analytics: Clear dashboards with advanced insights like geo-tracking, device reports, and click maps.
• Solid segmentation: Dynamic lists and easy condition-based filtering to target specific subscriber groups.
• Intuitive email builder: Polished templates and a smooth drag-and-drop editor for professional-looking campaigns.
• Agency features: White-labeling and multi-client account management options for agencies or freelancers.

Campaign Monitor Cons

• Lack of direct customer support: The platform doesn’t offer live chat. Instead, you only get email support and phone support (on the Premier plan). This means that wait times may be longer than those of other ESPs.
• No landing page builder: Only basic hosted signup pages are available, with no actual landing page functionality.
• Limited automation depth: Automation journeys cover common scenarios, but advanced triggers and multi-channel workflows are missing.
• Expensive platform: Paid plans start at a higher price than the competition, and to access more advanced yet crucial features, you’re directed to the “premium” plans.
• Deliverability performance: Inbox placement is decent but lower compared to some top competitors.

Campaign Monitor Alternatives

While Campaign Monitor is a polished tool with a user-friendly interface and strong analytics, its drawbacks, such as limited automation depth, the lack of a dedicated landing page builder, and above-average pricing, might leave some businesses looking elsewhere.

Based on the above, we researched the market to find the top three alternatives you need to consider.

• Moosend: An affordable option that includes a modern email builder, advanced automation workflows with a vast range of triggers, built-in landing page and form builders, and unlimited emails even on lower-tier plans. It’s ideal for small to mid-sized businesses that want advanced functionality without breaking the bank or facing a steep learning curve.
• Mailchimp: One of the most popular email marketing platforms, offering a broader set of features for a similar price range as Campaign Monitor. With Mailchimp, you get extras like a robust landing page builder, 300+ integrations, and a larger library of templates, which can make it feel like you’re getting more value for your money.
• GetResponse: A platform known for its powerful automation features and multi-channel marketing options, including webinars, SMS, and web push notifications. Another great aspect of the tool is its pre-built conversion funnels, which let you sell products, recover abandoned orders, and convert more customers.

The Verdict: Is Campaign Monitor Worth Committing To?

As we saw in this Campaign Monitor review, the platform’s key appeal lies in its intuitiveness, extensive email template library, and solid segmentation options. Campaign Monitor is also extremely easy to navigate and master all of its features without frustration.

The main pain point we identified is the high pricing for what it delivers, considering what other direct competitors offer. For example, you don’t get any advanced A/B testing options, spam or design testing in lower-tier plans, or a dedicated landing page builder. This is probably the main reason to consider other alternatives before fully committing to it.

Nevertheless, the platform’s functionality is decent and works without problems.Try Campaign Monitor

Frequently Asked Questions

Here are some frequently asked questions about Campaign Monitor.

1. Can I use Campaign Monitor for free?

Yes, you can use Campaign Monitor for free through its 30-day free trial. You get access to core email marketing features, and you’re able to store 500 contacts and send 500 emails (100 emails per 24 hours). After that, you need to upgrade to a paid plan.

2. How much does Campaign Monitor cost?

Pricing begins with the Basic plan, which is billed based on the number of subscribers you have. As your list grows, the monthly cost increases. Higher-tier plans unlock features like unlimited sending, advanced automation, and priority support. Overall, it’s mid-range in terms of pricing compared to other email marketing platforms.

3. What are the main limitations of Campaign Monitor?

The biggest drawbacks are the absence of an actual landing page builder, the limited automation options, and the pricing that feels restrictive as your subscriber list grows. Deliverability is decent but not top-tier, while customer support is mainly through email, and phone support is reserved for the most expensive Premier plan.

4. Is Campaign Monitor good for beginners?

Yes, the platform is known for its user-friendly interface and clean email editor. Beginners can design and send campaigns quickly without a steep learning curve. However, businesses that need advanced automation or multi-channel marketing may outgrow it faster.

5. Is Campaign Monitor better for agencies or small businesses?

Campaign Monitor works for both, but it tends to be a stronger fit for agencies. It offers white-label features, client management options, and branded sub-accounts, making it easier for agencies to manage multiple clients from a single dashboard. Small businesses can also use it effectively, but they may find the pricing less flexible compared to tools designed specifically for budget-conscious users.

A subscription form is your brand’s front door. If it feels uninviting or awkward, people won’t step inside. Since it’s often the very first interaction a prospect has with you, getting it right is key to growing your list and making a good first impression.

But why do marketers often fall for subscription form mistakes? The challenge is that they’re deceptively simple. It’s easy to think that you can’t mess up a headline here, a field there, and then the CTA button. But, as it turns out, even the smallest missteps can significantly impact your conversion rates.

In this guide, we’ll help you see your forms through the eyes of your visitors. By the end, you’ll know what the most common errors are, why they quietly hurt your signups, and how to fix them.

Most Common Subscription Forms Mistakes & How to Fix Them

The length of a subscription form, poor page placement, or lack of mobile optimization aren’t always obvious at first glance. However, the devil is in the details. If you’re not cautious, you’ll find yourself wondering why there are fewer signups than expected.

Let’s look at the most common culprits that hold your forms back.

1. Asking for too much information

Requesting too many details right off the bat might be tempting. After all, having a location, job title, and industry, in addition to the name and email of a lead, can help you segment and personalize better, right?

But here’s the catch: extra fields feel like extra effort. And at worst, they can feel a little intrusive, or raise negative questions like “Why do they need my location?” or “What does my job title have to do with the newsletters I want to receive?”

When completing a form, prospects think of the benefit first. If the effort seems bigger than the benefit, most people won’t complete their efforts.

Too many form fields add unnecessary friction or even raise privacy concerns. The fix? Start with the bare minimum.

An email address is often the only thing you need, like Moosend’s subscription form template suggests:

Perhaps you’ll need a first and last name as well, if you want an extra personalization layer. However, you don’t need to ask for this information right away. It can come later, once trust is built.

So, instead of demanding full profiles upfront, launch a single-field subscription form and, after the user has clicked, opened, and engaged, gather any additional information gradually.

This approach will not only minimize friction but also give prospects the feeling they’re in control of the data they share, which enhances the feeling of trust.

2. Using weak or boring copy

One of the simplest phrases you can use when creating a subscription form is “Sign up for our newsletter.” And while simple doesn’t necessarily mean weak or boring, it can harm your conversions because it carries no real promise.

Inboxes are crammed with promotions, updates, and “exclusive” newsletters, making most people skim past this wording without a second thought.

No real benefit means no real desire to subscribe. Prospects will opt in to solutions, time-savers, insider knowledge, exclusive deals, anything that gives them tangible benefits. If the form copy doesn’t show that benefit, they’ll assume it’s not worth the effort.

To fix this mistake, make the copy benefit-driven. All you need is a one-liner that highlights the positive outcome:

This signup form from Sleeknote promises its examples “actually convert,” making it easy for prospects to understand why they should sign up. In this case, the task shifts from filling a form to driving more conversions.

Of course, swapping “simple” copy for one that showcases real benefits is easier said than done. This is why it would help to choose an online form builder tool with a built-in AI writer, like Moosend’s.

AI writing tools can help you brainstorm dozens of variations faster. They can also perform accurate copy checks and give you a range of headline options, from playful to urgent to numbers-driven, with just a prompt and a click.

All in all, words make the promise, and the form is just the medium that delivers it. Bland copy won’t lead to conversions, whereas reward-oriented copy will make it a lead generation engine.

3. Giving unclear or generic CTAs

Your CTA button is the final step between hesitation and conversion. And while generic CTAs like “Submit” might be effective in some cases, such a simple phrasing could also feel transactional.

Simple words tell users what to do, but not what they’ll get. There’s no sense of reward. When the CTA button copy doesn’t promise a benefit, the click becomes a low-value effort, which rarely turns into action.

Generic buttons also “blend” into the page. Visitors’ attention will skip over it, because it doesn’t register as a reward or a logical next step that’s worth the effort.

How can you remedy this subscription form mistake? With CTAs that use actionable verbs with a strong message, such as “Send me updates” or “Count me in.”

This is a signup form example from Moosend’s 2024 Christmas campaign. The CTA complements the headline’s message, and the subtle shift in language (“Claim” instead of “Submit”) is a benefit-led initiative that changes the perceived value of the CTA by answering the most common question: “What’s in it for me?”

This CTA highlights what the user receives, not what they’re giving up. People click when something feels personally relevant (“your”), immediate (“claim”), or useful (“discount”).

4. Overloading with design clutter

Subscription forms are a part of your overall brand presence. After all, they’re parts of your page’s layout, be it a landing page, a homepage, or a blog post. And that’s what many brands fail to consider.

Filling this small space with images, long paragraphs, and multiple CTAs causes your subscription form’s elements to compete for attention. This results in cognitive overload. Visitors usually skim a page or an offer. When there are too many elements, the brain struggles to decide what matters most, making visitors take the path of least resistance. Instead of choosing what to engage with, they leave.

If you want your form design to perform as intended, strip away the unnecessary elements. A strong subscription form only needs four elements:

• A clear headline that shows the value of your proposition.
• Short supporting copy that explains why users need to go through the proposed action.
• A CTA button with actionable verbs and popping colors so users know where to redirect their attention.
• Whitespace that provides some room for the eye to “breathe” and process information so that prospects can focus on what you need them to.

Let’s see an example of a form that implements all the above:

This pop-up from Surreal Cereal is minimal in design and clear in messaging. It pairs a direct headline with two CTAs: one for prospects who want to subscribe and another for those who wish to opt out. Now, let’s see what happens when you press the “Yes, please” button:

This subscription form is a great example that follows form design best practices. There are no competing visuals, no extras, just the offer, a supporting subheading, and a strong CTA button with contrasting colors that pop. This simplicity makes the form feel effortless, guiding prospects from point A (the offer) to point B (the CTA button).

Clarity converts. If prospects have to fight through a cluttered design to understand your offer, they won’t bother. Let your form stand on its own, and it will do the job for you.

5. Hiding the form on your page

Even the best-designed subscription form won’t convert if you place it where nobody sees it. A common mistake is burying it at the bottom of a page or tucking it away above or right below a menu tab.

The problem here is visibility. While scrolling habits have changed, and visitors will scroll below the fold if you pique their curiosity, their attention is bound to drop after some time.

If your subscription form is hidden below that, you might see your conversions fall. The form might be there, but it’s functionally invisible.

To remedy that, you can bring your forms into view earlier. Use different types of subscription forms or multiple touchpoints that feel natural, or both.

You can grab attention with a promotional pop-up like this one:

But also have a floating bar above the fold, or another touchpoint like an inline form or a floating box that’s naturally incorporated into your page’s design:

This layered approach makes the form easier to find without overwhelming the user. Additionally, you won’t create extra friction by having users scroll through your page looking for your subscription form.

A small, non-intrusive opt-in touchpoint provides immediate visibility, while a well-timed pop-up appeals to the visitor’s impulsive nature. This variety ensures that wherever the user is on their journey, they’re given a straightforward and convenient way to subscribe. That way, your form won’t be out of sight, out of mind.

6. Offering weak incentives

When asking someone to hand over their email address, it’s like asking for access to their inbox, a very personal channel that they have complete control over. It’s no wonder that people protect it, like they do with all personal information.

When a form simply says “Enter your email to subscribe” without offering anything in return, there is no reason for the prospect to follow through with the action proposed on your CTA.

The mistake is assuming your brand’s image and content alone are enough to earn the sign-up. As we mentioned before, users want a clear trade-off to give up sensitive information. And if the value isn’t tangible, such as saving time or money, or gaining access to exclusive information, they won’t bother.

You can overcome this subscription form mistake by offering a strong, relevant incentive. It doesn’t have to be flashy or expensive. It just has to matter to your audience:

This is a subscription form created by SimplyDigital’s Konstantinos Synodinos with Moosend. And as he reveals in a recent case study, this form, with the free AI prompt e-book, generated 15,000 emails in a 4-month period.

This incentive isn’t something that can blow up a marketing budget, but it’s exclusive to SimplyDigital’s audience, and it works because it gives visitors immediate value. According to Synodinos, their strategy was to provide free resources that people would find interesting.

So, the key is to speak directly to your audience and include an offer they can’t refuse in your subscription form’s copy. It needs to be something practical, highly relevant to your audience, and instantly usable.

That simple exchange is enough to turn passive visitors into subscribers. Give people a reason to trade their email, and signups stop feeling like a favor and start feeling like a win-win situation.

7. Ignoring mobile optimization

Subscription forms are a marketing element that most people might think of as a “desktop” element rather than something that needs to be optimized for mobile as well.

Sometimes the solution is to shrink the form down to fit a mobile display, rather than designing it with mobile in mind. The result is buttons that are too small to tap, fields that could overlap or not show correctly, text that’s unreadable, or forms that won’t load at all.

According to Statista, a staggering 61.85% of all traffic comes from mobile devices. This means that more than half of your traffic will see a broken signup form if you don’t take action. A visitor who’s trying to zoom onto the screen or fill out their information on a broken form won’t think twice about abandoning it.

You can fix this mistake by investing in a platform that can help you customize responsive subscription form templates to your liking:

Moosend’s platform allows you to create a subscription form with a mobile-first approach or adapt your design if needed. The field is short and doesn’t require a lot of typing, while the CTA is large enough to tap with as little margin for error as possible.

And if you’re unsure about the way your form will look on a mobile device, you can preview your design right through the subscription form editor:

Create yours with Moosend

To make your form mobile-friendly, use generous whitespace and big tap targets to ensure the form feels natural on a smaller screen. Also, ensure your “close” button is large and visible enough. A visitor may not be ready to convert immediately after visiting your website, but that doesn’t mean they need to opt out altogether.

Designing with mobile optimization in mind makes subscribing feel as effortless on a mobile device as it does on a desktop or laptop. And since there’s no squinting or zooming in, interested visitors can take a quick path to conversion.

8. Not including social proof or trust signals

When you’re asking for information as sensitive as a visitor’s email, you’re asking them to trust you: “Give us your email and we’ll make it worth your while.” But when a form is bare or sits on a page with no credibility markers, many visitors hesitate.

The issue is simple. Users have no reason to believe their data will be safe with you. No trust signals mean uncertainty, and uncertainty often outweighs whatever reward you’re offering for joining your email list.

Luckily, there is an easy fix to this common subscription form mistake: Use social proof or other trust signals.

This is a floating box from Teachable that uses social proof in the form of user count. Your social proof could also be testimonials from happy subscribers or small logos of well-known companies that follow you or use your product.

Of course, most marketers think of social proof as an email or landing page component, and the first thing that comes to mind when talking about it is customer testimonials. However, a user count or a logo will work just as beautifully in the limited space a subscription form provides.

Each trust signal reduces friction by demonstrating that others have trusted you with their information and had a great experience. So, instead of a lonely subscription form, try something like “Trusted by marketers at XYZ company.” This transforms the decision-making process from a risk into an opportunity to be a part of a helpful community.

9. Overusing intrusive types of subscription forms

Subscription forms come in various types. Some are more discreet, while others are more intrusive. And using intrusive types of subscription forms (like pop-ups or full-page forms) can be a double-edged sword.

They’re powerful and ideal for situations where you need to grab attention. But when they’re overdone, they can backfire dramatically.

Think of this scenario: A visitor lands on your website, and, within seconds, a full-page form blocks the entire screen. Imagine they close that one, but you have an exit intent pop-up appear when they try to exit the page.

Some marketers would argue that this is the “multiple touchpoints” we talked about earlier. The difference is that touchpoints guide the visitor, while an overuse of intrusive forms creates an obstacle course by disrupting the browsing flow.

To avoid this mistake without losing out on conversions, treat the more intrusive types of subscription forms like seasoning: sparingly and strategically only where they feel helpful instead of disruptive:

This is an exit-intent pop-up from OptinMonster that appears when visitors are going towards that “Close” button. But it’s not the only touchpoint:

There is also a subscription box to the side of the blog post. And since the visitor doesn’t convert with one, the brand figures they’re going to convert with the other.

Of course, the two touchpoints lead users down different paths. One gets them to a newsletter subscription, while the other gets them to a platform subscription. And at first glance, it might seem they’re not quite connected, but it’s a smart move on the brand’s part.

The pop-up drives users toward a higher-commitment action right when they’re about to leave by using emotional language and addressing a real pain point, perhaps one that the “free conversion optimization resources” cannot fix.

On the other hand, the static box form captures users who are open to lighter engagement by capturing a different visitor mindset: that which is earlier in the journey.

This distinction turns what could feel like clutter into a choice. Whichever path the visitor is ready for, there’s a natural, well-placed option waiting for them.

10. Showing the form at the wrong moment

You used a dedicated form builder, followed design best practices, and provided valuable copy with benefits, yet your form still didn’t convert?

Maybe it was ill-timed. Even the best subscription forms fail if they show up at the wrong moment.

Timing is everything when it comes to optimizing your opt-in process or asking a user to subscribe. Ask before the visitor has seen any real value, and you’ll come across as pushy. Wait too long, and you’ve missed your opportunity.

Subscription forms are lead generation machines because they exchange value between your brand and the visitor. If the visitor hasn’t yet experienced your brand, the request feels premature.

On the other hand, if the form doesn’t appear until they’re ready to leave, it could be too late. The sweet spot lies in matching your “ask” to the visitor’s engagement level.

Delivering your forms contextually would be the best way to fix this problem. For example, showing a pop-up form with an exciting benefit mid-scroll is effective because it appears exactly when the reader is engaged and hungry for more.

Tropical Sun Foods effectively uses this methodology by incorporating a subscription form on their homepage, which is triggered after a couple of scrolls. And since the form is on their homepage (and the brand is related to food and cooking), providing benefits through recipes and discount codes is contextually appropriate.

This form is well-timed and doesn’t interrupt the visitor’s journey. On the contrary, it extends it to a more private channel. Their inbox.

Turning Subscription Form Mistakes into Momentum

Subscription forms succeed when friction is low, design is clean, and value is upfront. The difference between an uninteresting form and one that attracts attention and conversions comes down to surprisingly small details.

A powerful word on your CTA, removing an unnecessary field, or placing a well-placed form can make a huge difference.

Tweaks matter because forms are a means of asking visitors for a space in their inbox. They’re not just capturing emails. They’re there to make visitors’ “Yes” effortless and rewarding.

Of course, real growth doesn’t come from a single change. Avoiding subscription form mistakes is a process. It takes testing, measuring, and iteration to steadily move from mistakes that repel subscribers to touchpoints that convert them.

FAQs

Let’s look at some common questions on subscription forms and mistakes to avoid.

1. How many fields should a subscription form have?

There is no one-size-fits-all approach to this. However, a good idea would be to keep it simple. Usually, the prospect’s name and email are enough. To ensure your fields are sufficient for your business, analyze your audience and goals, and align your data with the type of form you’re using and its purpose.

2. What’s the best placement for a subscription form?

This also depends on the form and industry. However, high-converting placements include above the fold, or mid-page, especially if the form is on a blog post and offers a content upgrade. The best approach would be to use multiple touchpoints in a way that doesn’t overwhelm the visitor, ensuring visibility without clutter.

3. Should I use a pop-up or an inline form?

Both can work, but they serve different purposes. Popups grab attention and are best when triggered by engagement (like exit intent or scroll depth). Inline forms feel more natural in content and appeal to readers already engaged. Ideally, use both, but with different goals.

4. How do I make my CTA stand out?

Don’t overuse generic verbs like “Submit.” Instead, use benefit-driven language that tells the user exactly what they’re getting, like “Send me weekly tips” or “Get my free guide.” Also, use colors that pop. They don’t need to be very eye-catching; you need them to contrast well with the rest of your form.

5. How do I avoid annoying visitors with my subscription forms?

The key is balance. Forms should invite, not interrupt. Avoid using multiple pop-ups or asking for sign-ups before showing value. Instead, time your forms strategically (like after a reader scrolls or when they’re about to exit) and keep them easy to close. Respecting user experience makes them far more likely to subscribe.

Consumers are overwhelmed by the volume of information online. Blogs, video tutorials, and influencer reviews contribute to the Fear of a Better Option (FOBO), making it hard to decide which product or service suits their needs.

Instead of leaving them alone in this endless ocean of information and risking putting your brand in the shade, get alongside them and give them a break.

Educational emails serve that purpose. Rather than contacting your target audience with sales-only campaigns, use this channel to dive deep into what your products or services offer and provide subscribers with tips to make the most out of their purchases.

In this guide, you’ll learn how to craft these emails and explore real educational email examples that inspire readers.

What Is an Educational Email?

Educational campaigns provide valuable information to recipients, teaching them about a product, service, or process. For example, many e-commerce businesses use quick guides to educate their audience on how to use products appropriately to increase customer acquisition and retention.

Think of a skincare brand: they could send an email campaign with a video tutorial showcasing products to help customers achieve a specific look. Or a software business might share a beginner’s guide on how to set up their platform for success.

Keep in mind that some of these emails, especially those targeting existing customers, can follow a zero-click newsletter philosophy. They don’t aim to increase clicks or get immediate conversions but rather serve broader customer loyalty and retention initiatives.

Why You Should Send Educational Emails to Your Audience

Unlike sales emails that have a clear revenue goal, educational emails can align with different marketing objectives based on subscribers’ customer journey stage. Here are some of their key benefits:

• Build trust: By providing clear information to prospects and customers, you position your brand as a trusted expert with a customer-centric approach, not just a seller.
• Shorten the sales cycle: When you address prospects’ common concerns and questions, educational emails can help convert them into customers faster.
• Boost customer engagement: Recipients who regularly receive valuable content from a brand can boost open and click-through rates, which in turn improves overall deliverability.
• Limit support costs: Sharing educational content that explains important processes and addresses frequently asked questions can decrease support tickets and customer dissatisfaction.

To reap all these benefits, email marketing platforms like Moosend and Constant Contact provide tools to help you create and send educational emails. For instance, their drag-and-drop design editors help create simple how-to emails, and premade templates work well for product tips or feature updates.

Plus, personalization makes it easy to address customer needs, and automation workflows can send onboarding or follow-up guides.

Try Moosend for free

Best Educational Email Examples & Why They Work

Not all educational emails have the same intent. In this section, we’ll show you different examples from notable brands to help you find what works best for you.

1. Verb

Verb is a brand specialized in caffeinated energy bars. This email explains how their products can support gut health and tackle inflammation, targeting health-conscious recipients.

Subject line: ☀️ Feel better. Live longer. Fuel your best life.

Why it works:

• The data in the “Did you know” section supports the importance of taking active measures to support gut health.
• They explain how each ingredient contributes to overall health to gain consumers’ trust and convince them to try the products.
• The subject line entices readers to open the email and discover the secret to living their best lives.
• The call-to-action buttons are organically placed into the email design, allowing the educational content to shine.

2. Moosend

At Moosend, we created an email series during the Mental Health Awareness month with tips for marketers who want to take active measures against email fatigue. Here’s the first email of the sequence.

Subject line: 😟 Are Your Emails Adding to Inbox Fatigue?

Why it works:

• The worried-faced emoji and direct question in the subject line create curiosity for recipients who are sensitive to email fatigue.
• The headline immediately focuses on the main topic, followed by an image that visualizes happy customers.
• The email content is clearly structured, enhancing readability through bullet points and bolded keywords.
• The email announces the next topic in the series to create anticipation.

3. Google

Google sent an education email with back-to-school features to help families transition more smoothly to the new season.

Subject line: Tackle back-to-school season with Google

Why it works:

• The subject line clearly states the email’s topic, leaving no room for confusion.
• The copy is written in actionable language, emphasizing benefits to motivate parents to try out the features.
• The animated family daily scenes add a creative touch, showing bonding moments in otherwise busy lives to emotionally engage recipients.
• The brief questionnaire above the footer helps marketers collect valuable feedback regarding the email content.

4. Zoom

This educational email example from Zoom shows users how to optimize team collaboration through the platform’s advanced features.

Subject line: This is how you work collaboratively with Zoom.

Why it works:

• The high-quality image at the top showcases a snapshot of effective team collaboration to attract interested users.
• Zoom shared a brief description of each feature, linking to resources for people who want to learn more.
• Recipients can follow the brand on social media to stay in touch through multiple channels, fostering an omnichannel marketing experience.

5. YNAB

YNAB gave their welcome email an educational tone, which helps set expectations for new users.

Subject line: Welcome to YNAB!

Why it works:

• The email copy is written in a conversational tone to create a sense of familiarity.
• The content explains how the app can help users financially and where it can’t contribute, setting clear expectations.
• The user is notified about the next steps and is provided with useful links to help them prepare for success.

6. Casper

Instead of sending a typical promotional email to boost open rates and conversions, Casper sent an educational email with relevant blog content to nurture its recipients.

Subject line: Struggling to get shut-eye? 😴

Why it works:

• The email header informs recipients about a special offer, adding a sense of urgency to boost sales.
• The shared resources emphasize the importance of high-quality sleep for our daily lives, including tips on how to choose the right mattress to facilitate it.
• They provided the option to receive communications via text for recipients who spend less time in their inboxes or who simply prefer SMS updates.

7. Buoy

Buoy found a clever way to merge two channels into one, creating an effective email example that addresses common consumer concerns.

Subject line: Nothing is off limits

Why it works:

• They collected the most frequently asked questions from TikTok, providing sufficient answers to reassure both prospective and current customers.
• They chose a diverse set of questions and included the headshots of the TikTok users who submitted them, making the email marketing campaign more interactive.
• The “Shop Now” CTA buttons help convince consumers to visit the website and check out faster.

Educational Email Best Practices

What does an educational email need to be impactful? First and foremost, it should rely on a well-crafted email marketing strategy.

1. Write a captivating subject line

As shown in the educational email examples above, subject lines should introduce the email content in a direct way. This helps motivate highly interested recipients to open and engage with the email. Keep subject lines between 20 to 40 characters to ensure readability on all devices.

Instead of writing abstract copy to spark creative thinking, opt for more direct and descriptive subject lines. Use emojis, questions, and storytelling twists to make them more engaging. For example, Casper’s subject line, “Struggling to get shut-eye? 😴,” is a great example of this.

If you’re struggling to find the best email subject line for your campaign, consider using an AI writer for brainstorming or conducting A/B testing to find the version that appeals most to your audience.

2. Design compelling emails that stand out

What makes an educational email design hard to ignore? First, stick to your brand’s style by using colors, fonts, and imagery that align with the rest of your channels to maintain consistency.

Create an easily readable campaign that limits unnecessary distractions. Use visuals wisely and avoid noisy emails that could push readers away. Consider using generous white space to guide the reader’s eye and make your content feel less overwhelming.

Thankfully, most email newsletter and design services offer ready-made templates suitable for educational campaigns. These are easy to customize for your brand and ensure a stellar user experience.

Additionally, you can make your emails more engaging by adding GIFs or videos. Just ensure that important information is placed above the fold and is accessible without scrolling.

3. Provide leading, valuable content

Before crafting educational emails, it’s important to have a specific goal in mind and align it with the customer’s journey stage to boost engagement rates.

But to deliver great educational content, one tactic is non-negotiable: stepping into your recipients’ shoes. By truly understanding your audience, you can create a personalized experience that feels like a conversation, not a broadcast. To discover the best educational content to share, think about their pain points, interests, habits, and needs.

Usually, these criteria vary across the funnel. For example, a VIP customer might be interested in thought leadership resources, while a new user might look for onboarding content.

Then, consider the best way to deliver it. Is it an infographic, a quiz, or a block of text linking to your blog? You can experiment with different formats and find what works best for your readers and brand by analyzing data like click-through rates or heatmaps.

4. Engage readers with interactive elements

Adding interactive elements to your educational emails can be really impactful. Quizzes, polls, or “Did you know?” snippets make the content more engaging and helps ensure readers aren’t just passively reading.

Let’s say that you have a beauty brand and you want to introduce your new skincare line to your email contacts. Instead of just listing the products, prepare a quiz to help them find the best solution based on their needs to increase engagement.

If you lack the tech resources needed to craft interactive emails, resort to simpler options. Videos, infographics, and GIFs can still work wonders, if the content is seamless and relevant.

5. Personalize your educational email content

While many brands send educational emails in bulk, personalization can turn them into valuable engagement assets. One popular way to create targeted emails is through list segmentation.

This technique lets you divide your email list into subgroups based on shared characteristics, such as demographics or behavioral data. This ensures that every email feels relevant and tailored to the recipient’s specific needs, which is key to building trust.

For example, you could create different educational experiences for frequent buyers compared to people who haven’t converted yet. You can send access to free online courses to the first and a list of articles to the latter.

To take personalization a step further, add the recipient’s name to the subject line or within the email content to create a personal tone. You can also use dynamic blocks to present diverse content based on your chosen criteria.

6. Create automated email series

Instead of sending standalone educational emails, you can also set up automated follow-ups to provide an optimal experience. For example, if someone downloads an e-book, you can create a triggered email with relevant content to nurture them further.

All you need is an email marketing tool with user-friendly automation capabilities. Many platforms offer pre-made workflows to save you time. Customize them using “if-then” logic based on your needs. Select your criteria and triggers to create workflows that make sense to your audience.

Another great idea is to send educational materials to customers who have purchased a specific product online to elevate their experience. You can create many success stories through automation, as long as you’re attuned to your audience’s needs.

Try this workflow

Move Beyond Urgency and Salesy Tricks

Educational emails are a powerful tool for building strong, lasting relationships with your audience. By providing valuable content that moves beyond sales pitches, you can establish your brand as a trusted resource, increase engagement, and drive customer loyalty.

Start thinking about your customers’ needs first, and you’ll find that educating them is the most effective way to earn their loyalty and satisfaction. Move beyond the transaction and create a connection.

FAQs

Let’s see some of the most frequently asked questions regarding educational emails.

1. How can you create effective educational emails?

Think about the types of educational content your recipients would value based on their pain points and needs. Then, design a compelling email structure and deliver it in a suitable format, such as an infographic, to make it digestible and inspiring.

2. What are the best CTAs for educational emails?

Educational emails usually have more generic call-to-actions, inviting readers to “Learn More” or “Explore More.” Additionally, zero-click newsletters don’t necessarily have CTAs, as all the information is contained within the email itself.

3. Are educational emails suitable only for the education sector?

Many people confuse educational campaigns with the emails sent by schools and higher education institutions. While there can be a correlation, the term “educational” defines the nurturing, non-salesy emails delivered in all industries.