The Black Friday and Cyber Monday marketing buzz has come to an end, wrapping up the fall season with success. But is it time to rest yet? Just for a few days, because winter is coming.

This season is full of opportunities to engage your audience and drive even more sales. Christmas and Valentine’s Day are your ultimate holiday heroes, but you can also take advantage of other dates and celebrations that align with your niche.

Learn how to keep the momentum going with beautiful, engaging winter newsletters that make subscribers feel they’re in a “Winter Wonderland.”

Why You Should Invest in Winter Email Marketing

According to a recent report, email engagement rose by 77%, with nearly one out of two consumers making a purchase directly from an email campaign. This reinforces email’s position as a powerful marketing channel to leverage during the winter season.

Also, Adobe reported that December spending was slightly higher than November, peaking on December 12. This indicates that consumers remain highly active at the start of winter, a trend worth including in your seasonal strategy.

While January can feel slow due to post-holiday fatigue, it’s a great time to re-engage your audience with educational content, storytelling emails, or new product announcements. This way, you’ll keep your brand top of mind as you head into February.

With Valentine’s Day around the corner, sales begin to climb again. In 2024 alone, shoppers spent $25.8 billion on the holiday, so it’s definitely one to include in your winter email marketing calendar.

Key Winter Dates & Holidays to Celebrate

Let’s explore which dates and celebrations offer plenty of opportunities to connect with your subscribers during winter. Find the ones that suit your target market and discover ways to inspire your audience.

December newsletters

While Christmas emails are the protagonists of this month, there are still plenty of ways to delight your subscribers:

• Human Rights Month – throughout December: Raise awareness around this significant cause and highlight your brand’s social values.
• International Day of Persons with Disabilities – December 3: Show the proactive measures your brand takes towards accessibility and set expectations for upcoming initiatives.
• National Free Shipping Day – December 14: Seize this day to engage your audience, especially in the US, with a free shipping incentive to boost your holiday sales.
• Hanukkah – changes every year: Honor the eight-day Jewish traditional celebration by sending festive promotions or warm holiday wishes.
• Christmas Day – December 25: Promote shopping ideas and gift guides leading to Christmas, and share a “Merry Christmas” email to strengthen customer bonds.
• Boxing Day – December 26: Use this day to promote last-minute deals or “treat-yourself” items after shopping for loved ones during the holiday season.
• Kwanzaa – December 26 to January 1: Join this African heritage celebration and promote inclusivity, adhering to this holiday’s theme.
• New Year’s Eve – December 31: Send New Year wishes or resolution-themed emails to inspire your audience and strengthen your brand story.

For instance, OLIPOP shared a yearly review of the brand’s biggest achievements:

Subject line: Our LAST Email EVER*

Further reading: Check out our dedicated December email planner to discover more unique celebrations, like Ninja Day.

January newsletters

January newsletters require more creativity and energy, as inspiration usually drops after BFCM and Christmas campaigns. The same applies to your audience, but you can revive it with well-timed emails around these key dates:

• Veganuary – throughout January: Invite people to adopt a vegan lifestyle for health and ethical reasons.
• Dry January – throughout January: Support wellness goals by highlighting alcohol-free products or mindful living content.
• New Year’s Day – January 1: Share New Year’s resolutions and inspire your audience.
• World Braille Day – January 4: Raise awareness and highlight the importance of including Braille in communications.
• Blue Monday – third Monday of January: Tackle the winter blues with promotional or nurturing campaigns.
• Data Protection Day – January 28: Educate your audience on the latest compliance rules or remind them of your data policies, especially if you’re a SaaS business.
• Lunar New Year – changes every year: Celebrate the beginning of the new year based on lunar calendars. This is a major holiday in many Asian cultures.

Here’s an amazing Lunar New Year campaign by Ashley & Co:

Subject line: A Lunar New Year with Free Shipping!

Further reading: Explore more ideas in our January email planner, including premade templates to save time.

February newsletters

Let’s move to the month of love and see if there are extra opportunities to connect with your subscribers:

• Black History Month – throughout February: This month honors the legacy and history of the Black community.
• World Cancer Day – February 4: Raise awareness and promote prevention and support for cancer patients, their families, and caregivers.
• Super Bowl Sunday – changes every year: A massive celebration in the US to share game-inspired email campaigns and promotions.
• Valentine’s Day: Schedule email sequences ahead of time to showcase your products and deals. Follow up with a heartfelt message on the same day.
• Random Acts of Kindness Day – February 17: Spread kindness and positivity to connect with subscribers on a deeper level.
• International Day of Social Justice – February 20: Highlight important social matters, such as injustice, poverty, and inequality.

Check out this Super Bowl promotional campaign by Bobo’s:

Subject line: Fuel Your Game Day with Bobo’s! 🏈

Further reading: Have a look at our February email planner, the last one in this guide series.

How to Craft Compelling Winter Newsletters

Many winter newsletter ideas have probably popped into your head. Discover how to effectively put them into action.

Create a dedicated winter email marketing strategy

As winter approaches, set clear goals for your email channel and identify which holidays and celebrations align best with them. For example, if your goal is to boost short-term revenue, plan campaigns around Christmas and Valentine’s Day. If you’re aiming to increase brand awareness, consider New Year’s campaigns or highlight your social impact on days like World Cancer Day or during Black History Month.

You can set multiple goals and achieve them through different types of campaigns. Just make sure to review your messaging and email frequency to avoid overwhelming your audience or, worse, triggering unsubscribes or spam complaints.

Also, determine which tools will help you achieve the best possible results. For instance, use email segmentation to deliver personalized content to subscribers with shared traits and interests, or use dynamic content to provide tailored product recommendations.

Finally, set up email sequences to nudge your customers with time-sensitive emails that drive conversions. Tools like Moosend offer pre-made automation workflows that make it easy to build these sequences using simple if/then logic.

Start for free

Choose winter-themed design elements

Email newsletter design plays a key role in driving click-throughs and conversions. A winter newsletter should feel crisp, cozy, and calm to truly stand out. Use elements that resonate with the season, such as snowflakes, frosted windows, warm clothing, and mugs of hot cocoa. These can be sprinkled throughout the email or placed near CTAs to make them pop.

Also, opt for soft, darker colors, like grey and blue, to reflect the season’s mood. For holiday-specific newsletters, stick to the traditional color palettes of each celebration and blend them with your own style:

• Midnight blue & silver: Blue is perfect for background or headers, and silver for accents or text to create a wintry look.
• Dark green & crimson red: This classic Christmas combo is ideal for festive promotions and warm designs.
• Black & gold: Great for New Year’s Eve emails. Black keeps it elegant while gold makes your CTAs shine.
• Rose pink & deep red: Rose pink softens the tone while deep red brings the passion and energy of V-day.

Finally, use a clean layout with plenty of white space and clear, legible fonts to ensure your message is easy to read. Make sure your CTA buttons stand out from the rest of the content to help boost conversions.

Write winter-themed subject lines

To succeed with your winter email marketing, you first need to convince your subscribers to open your campaigns. Your subject line will play a key role in that.

Here are some winter email subject line suggestions from top brands to boost open rates:

Generic winter email subject lines

• Our favorite winter skin hack ❄️💧
• Winter chills are so last year.
• Save 30% for our winter drop
• ☕️The return of winter Bloom❄️
• Winter faves for you
• Our new winter collection is here
• Shrug off the cold with ease.

Winter holiday email subject lines

• Make your Christmas wish come true! 🎄✨
• 20% off holiday gift sets
• Your 2025 New Year resolution
• Fall in love with 50% off ❤️
• Gifts for your special someone

Don’t hesitate to add seasonal emojis, such as snowmen, Christmas trees, and hearts, for a touch of creativity. If you’re unsure about your subject line, consider using an AI writer or conducting A/B testing to find the version that resonates best with your audience.

Winterify your email copywriting

To align your design with your messaging, infuse winter elements into your email copy as well. Words like snow-kissed, cold, crisp, serene, warm, and chill can help set the tone, if they naturally fit the content. Match these words with your color palette to create a cohesive, sensory experience.

Use storytelling techniques to set a scene and make your brand feel more human and relatable. Step into your subscribers’ shoes and craft a narrative that resonates with their winter experiences.

To improve readability, break your copy into short paragraphs and use a clean, legible font. Scannable content is essential during the holiday season, when inboxes are flooded with emails.

Finally, don’t be afraid to get creative with your CTAs. Move beyond generic phrases like “Learn more” or “Buy now.” Instead, try seasonal variations like “Explore Winter Essentials” or “Snuggle in Now” to make your calls to action more engaging and memorable.

Inspiring Winter Newsletters that Stand Out

Want to draw inspiration from other notable brands for your own winter newsletters? Have a look.

1. TOMS winter flash sale

Subject line: A Winter Warm Up—Save 35% on Boots

TOMs announced a winter limited-time sale to help subscribers save on warm boots and other shoes.

Why it works:

• The subject line informs readers what the email is about, including the discount.
• The copy creates a sense of urgency with phrases like “limited time” and “get them before they’re gone.”
• The tailored recommendations at the end add a personal touch.

2. Marks & Spencer pre-Christmas campaign

Subject line: The perfect presents, for everyone

Marks & Spencer shared a holiday newsletter in early December featuring various gift recommendations, perfectly timed for Christmas shopping.

Why it works:

• They offered product suggestions for all needs, followed by celebratory, festive copy.
• The golden “Shop now” buttons stand out, inviting recipients to click through.
• High-quality images add a festive tone, showcasing clothing ideal for Christmassy cold weather.

Further reading: Check out additional Christmas email marketing examples to drive more inspiration.

3. Tease Boxing Day newsletter

Subject line: Save 20% Off this Boxing Day 🤩

Share your last-minute annual deals on Boxing Day to give your ROI a final boost like Tease.

Why it works:

• The subject line focuses on the goal of the campaign, adding a splash of color with an emoji.
• Each product is paired with a wellness goal, helping to highlight its benefits.
• The “2 DAYS ONLY” banner at the top creates a strong sense of urgency for readers.

4. eBay New Year’s campaign

Subject line: 2025’s yours for the taking

New Year’s is the perfect time to set fresh goals. eBay joined this trend by promoting valuable products for new beginnings.

Why it works:

• They opened the email with an inspirational message to put readers in the right mindset.
• They added different product categories aligned with two popular resolutions–wellness and fitness.
• A brief survey at the end of the email helped collect insights from customers.

Further reading: Discover more New Year’s email examples and ideas to delight your subscribers.

5. Navy Hair Care unique Dry January email

Subject line: Dry January? Your Hair Missed the Memo 📋

Navy Haircare made the most of the Dry January theme to promote their dry hair products:

Why it works:

• They built a clever campaign by twisting a familiar narrative to grab readers’ attention.
• The creative subject line sparks curiosity, encouraging subscribers to open the email and boosting open rates.
• They clearly displayed the benefits of each product, helping readers choose based on their specific needs.

6. Cheekbone Veganuary email

Subject line: Are you embracing Veganuary!?💜

Cheekbone joined the Veganuary movement, combining education with sales.

Why it works:

• They added a sustainability note that reflects the brand’s values, helping attract like-minded consumers.
• They linked to resources for those interested in learning more about the brand’s commitment to environmentally friendly practices.
• A promotional section featuring vegan products was followed by “Shop Now” buttons to encourage purchases and boost sales.

7. Moosend’s Valentine’s flash sale email

Subject line: 💘 Flash Sale Ending Soon

Valentine’s Day marketing isn’t just for retail and online stores. SaaS businesses like Moosend can benefit, too.

Why it works:

• The most important information about the discount was placed above-the-fold, making it immediately visible.
• The CTA button and coupon code followed the Valentine’s Day theme, reinforcing the seasonal message.
• A simple layout was used for maximum readability, paired with a Valentine’s-inspired color palette.

8. SERUMIZE’s Black History Month email

Subject line: Celebrating Black History Month✊🏽

SERUMIZE built an awareness email to honor Black History Month.

Why it works:

• This is a nurturing email that highlights the company’s Black-led culture and ongoing support for the community.
• They acknowledged and celebrated the contributions of Black individuals who played a role in the brand’s growth.
• Just above the footer, they included key brand information such as free shipping and loyalty programs, reinforcing value while maintaining the email’s purpose.

Premade Winter Newsletter Templates to Save Time

Ready to start creating your winter email campaigns? Save time with these premade Moosend templates. To get them, sign up for an account or request a free trial. You can fully customize each one using the drag-and-drop editor.

Generic promotional template

Use this template to promote your products throughout the winter season. You can tweak the colors, copy, and product images to match your brand.

Use this!

Christmas newsletter template

Promote your gift recommendations to your subscribers with the festive Christmas template. Display your products using high-quality images and add more details as needed using the editor.

Customize this!

Happy New Year’s template

Wish your customers a Happy New Year with this simple yet festive design. Fireworks add a creative and celebratory touch. Tweak the messaging and share inspiring New Year’s resolutions.

Tailor this!

Valentine’s Day email template

Share the love for your customers using this blooming V-Day template. Easily tweak content blocks and copy in the editor. Use Moosend’s built-in AI writer to craft copy that truly connects.

Use this!

Make Winter Warmer with Thoughtful Emails

When building your winter marketing strategy, ask yourselves: What types of emails do subscribers expect from us, and how can we surprise them?

While maintaining a consistent experience across channels is essential, don’t be afraid to experiment with new initiatives and styles that align with your brand’s tone.

It’s one of the best ways to learn more about your customers and grow as a business.

Imagine two companies in the same industry, each sending campaigns to an audience of 50,000 subscribers.

Both follow best practices: DNS records are in place (SPF, DKIM, DMARC), templates are well-designed, and there are no spammy links. They even share the same IP pool.

Still, their results couldn’t be further apart. One sees a 42% open rate, while the other barely reaches 6%.

The difference isn’t luck, but it comes down to two critical factors: subscriber engagement and domain reputation. These determine whether your emails reach the inbox or disappear into the spam folder.

Engagement: Your Audience’s Voting System

Mailbox providers like Gmail, Outlook, and Yahoo are basically running a secret popularity contest for your emails.

Every open, click, reply, or “mark as important” is a signal to inbox providers that subscribers value your emails. On the other hand, every delete-without-reading, spam complaint, or long stretch of silence tells them that your messages aren’t wanted.

The sender with the 42% open rate:

• Uses double opt-in, an extra step that filters out fake sign-ups and prevents bot attacks
• Has subscribers who remember signing up
• Avoids sending to random email addresses found on the dark corners of the web
• Segments by engagement, no “spray and pray” here
• Removes inactive subscribers instead of holding on to disengaged contacts

The sender with the 5% open rate:

• Sends to any address that looks valid, without proper verification
• Fails to check if contacts are active, interested, or genuine
• Neglects regular list cleaning and maintenance
• Continues emailing subscribers who haven’t engaged in years, a clear red flag for mailbox providers

Engagement starts the moment someone joins your list. When subscribers opt in willingly (ideally through double opt-in), you’re starting with an audience that actually wants to hear from you.

Think of it as letting in the VIPs who asked to be on the guest list, rather than trying to convince random passersby to step inside.

Domain Reputation: Your Sender’s Credit Score (But for Email)

Your domain is your sender identity. If it carries a bad reputation, mailbox providers are far more likely to redirect your emails to the spam folder instead of the inbox.

They judge you on:

• Spam complaints
• Bounce rates
• Spam traps
• Sending consistency
• Engagement quality

Why the 42% guy wins:

• Their domain has a history of good behavior (reminder to put my picture here).
• Low complaints, low bounces, and zero drama.
• A consistent sending pattern: not disappearing for months, then blasting 50k emails in a day.
• They keep their email list clean with double opt-in.

Why the 5% guy struggles:

• Past sending mishaps are still haunting their domain.
• Inconsistent sending patterns, like ghosting, then spamming.

Think of your domain reputation like a credit score. Positive actions, such as high engagement, clean lists, and consistent sending, strengthen it. Negative actions, like spam complaints, high bounce rates, or blasting disengaged contacts, chip away at it. And just like with credit, every misstep takes time and effort to repair.

How to Improve Your Open Rate

If your open rates are lower than expected, the issue usually comes down to how you manage your list and reputation. Here are some simple steps that make a difference:

• Switch to double opt-in: Ensures only genuine, interested subscribers join your list.
• Segment by engagement: Prioritize active subscribers and tailor campaigns based on activity.
• Run re-engagement campaigns: Encourage inactive contacts to return, and remove those who don’t.
• Warm up your sends: Gradually increase volume to build trust with mailbox providers.
• Check your reputation: Use tools like Google Postmaster to track and maintain sender health.
• Avoid purchased lists: Focus on quality subscribers instead of risky shortcuts.

Going from Zero to Hero

Two senders can share the same setup, audience size, and equally polished emails, but see completely different results.

The difference is that successful senders focus on engagement and reputation. Those who don’t are left wondering why their open rates remain flat.

Remember, subscribers are people, not just inboxes. So, treat them with attention and respect, and your campaigns will feel more like an invitation than an intrusion.

Postmark has been a popular solution among businesses looking to send transactional email messages efficiently and reliably. However, recent changes to Postmark’s pricing model and added restrictions on servers and domains have made it a less cost-effective choice for growing teams or businesses sending large volumes of emails.

If you’re looking for more affordable Postmark alternatives, without compromising features or reliability, this blog post is for you.

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

Why You Should Consider a Postmark Competitor

There are various reasons leading users to switch from Postmark or start considering other alternative options. Here are the most notable ones according to user reviews:

• Steep pricing: Postmark is on the expensive side of the pricing spectrum, thus being less favorable for businesses delivering large email volumes.
• Restrictions on the number of servers and domains: Previously, there were no such restrictions. Now, users needing more than six servers and ten domains have to purchase a more expensive plan.
• Short-term data retention: Unlike other Postmark alternatives, the tool has a rather short retention timeframe (45 days) which can be a downside for some users.
• Limited marketing capabilities: While Postmark provides basic bulk email sending functionality (Streams feature), it lacks advanced automation and segmentation options. This is not the case with all-in-one solutions.

Now, let’s explore the top alternatives to Postmark.

Top Postmark Alternatives: Comparison Table

Here’s a quick comparison table with the top Postmark alternative solutions.

	Free Plan/Trial	Pricing	Best Feature
Postmark	Yes	$15/month	Automatic IP warm-up
Moosend	Yes (30-day free trial)	$9/month	Easy-to-implement automation
SendGrid	Yes (60-day free trial)	$19.95/month	Industry-leading deliverability rates
Mailgun	Yes	$15/month	Built-in email address validation
Amazon SES	Yes	$0.10 per 1,000 emails sent	Extremely low pricing (especially within AWS)
Brevo	Yes	$9/month	SMS & WhatsApp campaigns
Mailjet	Yes	$17/month	Real-time email collaboration
SparkPost	Yes	$20/month	Powerful analytics
Mailchimp	Yes	$20/block	Pre-built customer journeys (automations)

1. Moosend

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

Moosend is a top Postmark alternative if you’re looking for an affordable service. With it, you can deliver key transactional emails, such as password reset emails, order and shipping confirmations, as well as receipts. Unlike Postmark, it supports both transactional and marketing messages all in one place.

Moosend makes it easy to send transactional emails through its reliable and well-documented API. You can choose to send messages using a ready-made template, custom HTML, or even a web link. The platform also supports personalization, so each email feels more relevant to the customer. Plus, Moosend’s drag-and-drop editor and clean interface make it simple for anyone to create and manage email templates.

Regarding marketing emails, you can design and send them using the same platform (no need to switch to a different tool). You get easy-to-implement marketing automation, a plethora of triggers and actions, and A/B testing options. To track your performance, Moosend provides rich, real-time analytics, giving marketers useful insights.

Moosend Features

• Unlimited emails
• Fully customizable transactional email templates
• Dynamic templating to save time
• Excellent email deliverability rates
• Subscription forms and landing pages
• Integrations with eCommerce platforms, CRM, CMS, and more
• Responsive customer support (replies within a few minutes)

Pros

• Flexible and well-documented transactional API
• Affordable pricing, especially for higher email volumes
• Email automation for abandoned carts, welcome flows, or post-purchase follow-ups

Cons

• Not as granular event logging
• Signup forms could be more customizable

Pricing

Moosend offers a 30-day free trial, letting you access core features (including the SMTP server) and deliver unlimited emails. Paid plans start at $9/month, and transactional emails can be purchased as an add-on to your Moosend+ plan.

Try Moosend for free

2. SendGrid

Pricing: Starts at $19.95/month, 60-day trial

Twilio SendGrid is a cloud-based email delivery service that lets you deliver transactional and marketing emails at scale without sacrificing email deliverability. This Postmark alternative is a great choice if you’re looking for features such as domain authentication, dedicated IP addresses, and reputation monitoring.

With its strong infrastructure and email testing tools, SendGrid helps ensure your transactional messages reach inboxes quickly and securely. The email builder is user-friendly, and you can create and customize responsive emails with ease using dynamic email templates.

To ensure your deliverability remains high, the platform offers delivery optimization tools, such as SPF records, custom DKIM, and suppression management.

For troubleshooting, SendGrid has a great knowledge base and detailed documentation. However, some users have pointed out gaps, making it harder to resolve certain issues without contacting support.

SendGrid Features

• All-in-one solution for marketing and transactional emails
• APIs, SMTP relay, and webhooks
• Comprehensive email management
• Dynamic email templates
• Email validation

Pros

• Supports high-volume sending with advanced scalability options
• Industry-leading email deliverability rates

Cons

• Not ideal if you want powerful automation
• The interface can feel a bit complex for beginners

Pricing

SendGrid offers a 60-day free trial period, during which you can send 100 emails/day and store up to 100 contacts. After that, the Email API paid pricing starts at $19.95/month for up to 50,000 emails per month.

3. Mailgun

Pricing: Starts at $15/month, free plan

Mailgun is a solid Postmark alternative if you want a developer-centric platform focused on transactional emails at scale. It excels at sending password reset emails, order receipts, and account alerts, while giving you advanced control over your sending infrastructure. You can personalize transactional messages through dynamic templates and take advantage of Mailgun’s detailed event tracking to monitor every step of the delivery process.

Another advantage is its robust SMTP relay and API, giving developers granular control and advanced configuration options. Its infrastructure lets you send large volumes of email with impressive speed and reliability, making it a great fit for SaaS applications or any project where transactional messaging is mission-critical.

Although Mailgun is more technical in nature and lacks built-in marketing email tools, it integrates easily with third-party solutions if you need promotional campaigns. You’ll also get features like email validations, inbox placement tests, and advanced routing to optimize your sending.

Another major benefit is Mailgun’s 24/7 support, which is responsive and helpful. Finally, the platform’s scalable pricing allows you to pay for what you actually send, giving you flexibility as you grow.

Mailgun Features

• Comprehensive API documentation
• Inbox placement testing
• Send time optimization
• Suppression management
• Responsive 24/7 support

Pros

• Powerful, developer-first transactional API
• Great email deliverability due to its infrastructure

Cons

• No built-in marketing campaign builder
• The interface is less beginner-friendly

Pricing

This Postmark alternative has a free plan, letting you send 100 emails per day. Paid plans start at $15/month for 10,000 emails/month and 1 day of log retention.

4. Amazon SES

Pricing: $0.10 per 1,000 emails sent, free plan

Amazon SES is another option worth considering, especially for businesses already using AWS. This affordable Postmark alternative is designed for high-volume transactional emails, with the ability to handle millions of messages reliably.

The platform provides a flexible SMTP relay and API, allowing developers to integrate email sending directly into their applications with precise configuration options. Deliverability is strong due to AWS’s infrastructure and optional dedicated IPs. The platform also supports authentication features like DKIM and SPF for improved trust.

Another pro is its competitive pricing, which can drastically reduce costs compared to Postmark, especially if you are already operating on AWS. For many organizations, Amazon SES offers scalability and stability for transactional communications.

While Amazon SES is highly powerful, its developer-oriented setup can be challenging for beginners. There’s no built-in drag-and-drop builder or marketing campaign support, so businesses needing those features may need to connect to an external marketing tool.

Amazon SES Features

• Flexible SMTP interface
• Powerful email-sending API
• Deliverability dashboards and reputation monitoring
• Support for dedicated IP addresses
• Automatic bounce and complaint handling

Pros

• Affordable pricing, especially for high volumes
• Highly scalable with AWS-grade infrastructure

Cons

• Steep learning curve for non-developers
• No built-in marketing campaign tools

Pricing

Amazon SES charges $0.10 per 1,000 emails sent, with up to 62,000 emails free each month if you send from an Amazon EC2 server. Dedicated IPs cost an additional $24.95/month per IP, and data transfer fees may apply depending on your region.

5. Brevo

Pricing: Starts at $9/month, free plan

Brevo is a versatile multi-channel marketing platform that equips businesses with tools to deliver promotional and transactional messages. This Postmark alternative offers a drag-and-drop campaign builder and a visual workflow editor to automate your customer journeys. With its advanced templating feature, you can build dynamic campaigns without much effort.

Brevo lets you send transactional campaigns without needing a separate plan. Even on the free plan, you can send 300 emails per day, regardless of their type.

Other useful features of the platform include customizable signup forms and landing pages. You can also target your audience with SMS and WhatsApp campaigns. Finally, Brevo includes a handy Sales CRM that lets you store crucial information about your customers and open deals.

Brevo Features

• RESTful APIs, SMTP, and webhooks
• Unlimited log retention
• SMS marketing and WhatsApp campaigns
• Real-time email statistics
• Integration with major CMS platforms and other third-party apps

Pros

• Flexible platform with affordable pricing
• Easy-to-use automation workflows for transactional triggers

Cons

• Deliverability may require tuning for high-volume transactional emails
• Fewer advanced developer-focused debugging tools compared to Postmark

Pricing

Brevo’s free plan allows you to send 300 emails/day. To access more features and increase limits, paid plans start at $9/month for 500 contacts and 5,000 emails/month.

6. Mailjet

Pricing: Starts at $17/month, free plan

Mailjet by Sinch is an easy-to-use email service that lets you handle both marketing and transactional emails in one place, without switching platforms. For transactional messages, you can deliver communication like order confirmations, password resets, or shipping updates straight from your app using Mailjet’s API or SMTP relay.

It’s built to make that process smooth, and you can even manage dynamic content and templates to keep messages feeling personal and on-brand.

Mailjet also helps you collaborate on building email templates, thanks to features like shared workspaces and approval flows. The platform’s reporting and analytics keep you in the loop on opens, clicks, and delivery, giving you enough insight to stay confident that your transactional messages hit the mark.

Overall, Mailjet strikes a nice balance between ease of use and flexibility. As such, it’s a solid option if you want reliable, scalable transactional capabilities without giving up the ability to run marketing campaigns.

Mailjet Features

• SMTP relay and transactional API
• Collaboration and approval workflows
• A/B testing tools
• GDPR compliance tools
• Advanced deliverability monitoring

Pros

• Team collaboration tools for building and approving templates
• Simple, user-friendly interface

Cons

• Automation is locked behind expensive plans
• Event tracking isn’t as deep as Postmark’s

Pricing

This Postmark alternative offers a free plan allowing up to 6,000 emails per month (200 per day). Mailjet’s paid pricing then starts at $17/month for 15,000 emails, removing daily limits and including more advanced features.

7. SparkPost

Pricing: Starts at $20/month, free plan

SparkPost by MessageBird is a well-known provider for delivering transactional emails. You can use it to send time-sensitive messages like receipts, account alerts, or password resets with speed and consistency. The platform offers both an SMTP relay and a robust API to plug into your app, giving you flexible options depending on how you like to integrate.

What sets Sparkpost apart is its advanced deliverability technology, including predictive analytics that help you spot issues before they impact your inbox placement. Plus, you get event-level tracking, making it easy to see exactly what happened to every message in the pipeline.

While Sparkpost is focused on transactional email, it can support basic marketing emails as well. However, you may want a separate tool for more advanced campaign creation. Overall, if you need high-volume transactional email with best-in-class deliverability and data, Sparkpost is a smart alternative to Postmark.

Sparkpost Features

• Dynamic email templates
• Compliance and enterprise support
• Real-time alerts
• Reputation monitoring dashboards
• Detailed event-level tracking

Pros

• Strong email deliverability
• Powerful analytics and predictive deliverability tools

Cons

• Higher starting price compared to some competitors
• Learning curve for new users

Pricing

The platform has a free plan ideal for testing, allowing 500 emails/month. SparkPost’s paid plans start at $20/month, giving you 50,000 emails per month.

8. Mailchimp

Pricing: Starts at $20/month, free plan

Mailchimp is a household name in email marketing, but it can also handle your transactional emails through its Mandrill extension. That means you can manage order confirmations, password resets, and shipping notifications alongside your newsletters and promotional campaigns, keeping everything neatly in one ecosystem.

Mandrill’s API and SMTP relay give you flexibility to deliver transactional emails, with tracking for opens, clicks, and delivery status. Meanwhile, Mailchimp’s robust marketing suite provides best-in-class design tools, easy-to-build automations, powerful segmentation, and customer journey mapping.

If you have a team that likes having marketing and transactional messages under one roof, Mailchimp can be a convenient solution. Just keep in mind that you need a separate paid plan for marketing emails. Also, data retention is limited to 30 days (compared to Postmark’s 45-day period).

Mailchimp Features

• Drag-and-drop email designer
• Marketing automation workflows
• Customer journey builder
• Behavior-based triggers
• Dedicated IPs

Pros

• Great template builder with rich design options
• Extensive automation and customer journey features

Cons

• Separate paid plans for transactional and marketing emails
• It can get expensive the more your list grows

Pricing

Mailchimp offers a demo plan that allows new users to send up to 500 free emails to any email address on their verified domain. Regarding paid options (for transactional emails), you can purchase blocks starting from $20/block, giving you 25,000 emails/block.

How We Selected The Tools

All of the tools in this list have been tested by our team to provide an unbiased description of its features and capabilities.

We spent hours setting up new accounts and trying each software to provide an accurate experience and show users exactly what they will come across when they sign up. Find more information about our software selection methodology on how we choose tools to feature on the Moosend Blog.

Additional Resources

If you’re looking for resources to make an informed decision, check out the following posts:

• Best email marketing services
• Top funnel builder software
• Mailgun alternatives
• Brevo alternatives

Selecting The Best Postmark Alternative

To choose the right Postmark alternative, start by clearly defining what you need most. Consider your available budget, the level of support you require, and whether or not you need any other marketing tools included.

Some services come with great deliverability out of the box, while others offer more control and customization if you’re comfortable managing technical details.

Don’t forget to take advantage of free trials, explore documentation, and don’t hesitate to test deliverability before committing. This way, you’ll be confident you’re making the smartest choice for your business.

Frequently Asked Questions

Here are some of the most common questions around Postmark alternatives.

1. What is the best alternative to Postmark for transactional emails?

The best Postmark alternative depends on your specific needs. If you’re looking for a robust email marketing platform with powerful APIs for your marketing and transactional campaigns, consider tools like Moosend, Brevo, and Mailjet. For a more developer-oriented approach and more configuration options, you can look at Amazon SES and Mailgun.

2. How are transactional emails different from marketing emails?

Transactional emails are triggered by user actions (like order confirmations or password resets) and deliver essential, personal information. Marketing emails, such as newsletters or promotions, are mass-delivered emails to drive engagement or sales. In short, transactional emails are one-to-one messages that the user expects to receive, while marketing emails are more frequent and promotional in nature.

Scarcity and urgency made their way into our email campaigns a long time ago. But there’s a new kid in town, and some of us haven’t said hello yet.

Far from a principle or trend, empathy is a way of thinking. And when used in email marketing, it paves the way for deeper and more authentic relationships.

But it’s okay not to know where to start. Or where things could take the wrong turn. Our favorite empathetic email examples will give you an idea of how to empathize with your readers while sounding genuine.

Plus, after reading all the do’s and don’ts in our guide, you’ll be ready to dive into empathetic email marketing.

What is Empathy in Email Marketing? (and What Isn’t)

Empathy in email means putting yourself in your subscriber’s shoes. It also involves describing their feelings in a way that resonates.

Think of it this way: your roommate does the dishes because you’re working overtime. Or a total stranger walks past you to avoid scaring you off during your night walk. That’s what empathy feels like in real life.

Empathy in email can take various forms. For instance, it may look like a sincere apology for a delayed order or a message showing support during a difficult time (e.g., a natural disaster).

On the other hand, an empathetic email isn’t about promoting a product right after a disaster or disguising a series of sales pitches as an emotional story.

That crosses into performative marketing. This happens when brands try to sound caring but don’t back it up with real support or value. What sets it apart from an empathetic message is the lack of sincerity and action.

Why Do You Need Empathetic Emails?

Using empathy in email marketing doesn’t mean stepping into your subscribers’ lives or assuming how they feel. It means acknowledging that everybody is different and making the effort to respect and support those differences.

An empathetic email shows your subscribers you care and that their needs matter more than the sales. In other words, sending emails that work for them, not your KPIs.

Especially in times of crisis, brands that practice empathy stand out.

Marketers are also picking up on this tendency. This is why the majority report empathy in their messages as the most important factor in meeting customer expectations:

Source

Now let’s see why that is.

Your messages stick with subscribers

Empathetic emails are written with subscribers’ emotions and concerns in mind. As a result, these branded messages resemble real-life, human-to-human connections.

A great empathetic email example makes individuals feel seen and valued, as in their personal relationships. Therefore, they tend to remember the brand that offered them that authentic, emotional experience.

You increase customer satisfaction and loyalty

The desired outcome of every interaction is to have a satisfied customer. But even if they aren’t, an empathetic message demonstrates you’re taking steps to serve them better.

These efforts increase trust and help ease any frustration, making it easier to retain customers and earn their long-term loyalty.

You showcase your values

Brands aren’t isolated from society. Besides industry trends, you should stay up to date with social, economic, and environmental issues. On top of that, businesses need to respond to global and national emergencies to show awareness and responsibility.

That’s because when choosing between two brands with equally great products, a concerned consumer will probably turn to the one that shares their values.

You reduce the impact of a bad experience

In the case of a difficult situation like a delayed delivery or a PR crisis, you need to make up for the trouble. An empathetic email with a transparent message prevents things from escalating and usually has a soothing effect.

Plus, it buys you time to find the best solution and communicate it to your audience, turning a negative experience into a positive one.

How to Write Empathetic Emails

When embracing empathy, it all comes down to considering how your customers are feeling. Here’s what else you need to know to write effective empathetic email campaigns.

1. Understand your audience

That inbox you’re trying to reach belongs to a real person. And no real person is the same as another. They laugh at different jokes, get moved by different songs, and relate to different stories.

Generic messages are the exact opposite of empathetic emails. So, before writing an email, dive into your readers’ core values, fundamental needs, and current challenges.

You won’t find that kind of insight in basic demographics.

For instance, you might know that the subscriber is a 35-year-old female living in a big city; however, this doesn’t tell you that she’s trying to combine remote work with parenting or that she’s environmentally conscious.

So, how do you find out?

• Use your CRM, analytics, and email metrics to identify the kind of content they engage most with.
• Perform social listening to monitor your audience’s interactions on social media. What are they talking about? Which posts do they like, share, or comment on?
• Ask them directly through surveys, polls, and quizzes. But don’t limit yourself to substantial questions like their preferred products; aim for their biggest pain points and the outcomes they’re hoping for.
• Set up an email preference center so they can pick their favorite content types and formats, name their challenges, or fill in their interests.

A reliable email platform like Moosend makes things easy by allowing you to set up an email preference center for your campaigns and get instant access to valuable insights.

2. Keep things simple

Effective empathetic emails mostly rely on the persuasive power of words. Think of simple and compassionate language that passes the message across.

In some cases, cluttered designs do more harm than good. And usually, empathetic emails go hand in hand with minimalist and clean layouts that make an impact through the copy and the story shared.

This doesn’t mean you won’t incorporate any visuals or colors. But they shouldn’t distract the reader from your core message.

So, avoid flashy graphics, trending GIFs, and interactive elements that don’t add to the message. Instead, choose subtle colors and meaningful visuals that complement the email copy without overwhelming the subscriber.

Let’s say you want to send a nonprofit email marketing campaign to raise awareness of a specific cause. You can pick a professionally designed email template and build on it based on requirements.

No need for sales-focused CTA or copy, impressive graphics, or puns and catchy phrases. Just a clean design, a clear CTA, and straightforward copy that makes your message pop while highlighting the impact of your recipient’s contribution.

Moosend offers a library of ready-to-use email templates for every occasion. So, you get responsive, clean, and fully customizable designs to use as a starting point for your empathetic email campaign.

Just pick the one that better serves your campaign objective. Then, go to the drag-and-drop editor and start tweaking the layout to perfection, adding your logo, changing colors and fonts, and adjusting any element as you please.

Get to work

3. Use appropriate language

Sometimes, empathetic email campaigns require a different tone, especially if there’s a difficult situation involved. When writing your emails, ensure you:

• Use a friendly and compassionate tone, steering away from jargon and buzzwords.
• Strike the right balance between cheerful and optimistic; the last thing you want is to make your subscribers sadder than they might already be.
• Double-check that no element in your email could come across as insulting or insensitive to any group.
• Get to the point and take responsibility (if you have to).
• Avoid “passive-aggressive” wording when you need to apologize for an incident.
• Opt for relatable, not sympathetic. Your audience needs to know you understand, not that you feel sorry for them.

In general, the key is to listen to how your prospects and customers talk about their pain points and try to speak in their language.

Also, it’s not like you can never use humor in empathetic emails. For instance, in use cases like anniversary or birthday emails, a healthy dose of humor couldn’t hurt, given that the message will probably be more lighthearted.

4. Tone down the sale messages

Not every email is a hard sale opportunity. And this is even more true when there’s an unexpected occurrence involved. We don’t say you should stop selling during hard times. However, it’s better to prioritize valuable content with a sense of empathy.

Also, make sure to include any relevant information. For example, if your empathetic email has to do with price increases, clearly mention when the change will take effect and outline the new pricing details.

Similarly, if you’re having trouble with your supply chain, use an out-of-stock email to let your customers know when the product will become available again.

In any case, focus on the next steps your business is taking to address an issue, help with a humanitarian crisis, or just offer a better customer experience. The goal is to make your subscribers feel seen and cared for.

And if you have to promote some of your products or services during hard times, make sure you do it in a timely and ethical way.

5. Be transparent

Empathy in email marketing starts with transparency. Being upfront about your intention and practices shows your audience that you mean what you say. Also, it signals that empathy isn’t just a tactic for you but an effort to connect.

When your words match your actions, you prioritize long-term trust over short-term attention.

On the flip side, if you promise to adopt certain practices but don’t, it could seriously damage your reputation.

Here are some important things you have to be transparent about:

• Your mission and values
• Important business updates
• Data management and privacy
• Measures to address potential issues like service disruptions
• Other expectations, e.g., the frequency in which you’ll contact them

Let’s take sustainable practices as an example since they have become a main concern for consumers. According to Deloitte’s findings, 68% of consumers reduce food waste, and 61% limit the use of single-use plastics. They expect the brands they trust to not only adopt the same practices but also put them into action.

To show them where you stand, share the initiatives you’re taking towards that direction instead of just talking about sustainability.

With this rising awareness about single-use plastics in mind, Fussy created a welcome email to share the idea behind the product. In it, they don’t go on and on about it, but translate the potential impact that sustainable products have into measurable outcomes.

6. Adapt your strategy when needed

Setting up any marketing strategy takes serious effort and teamwork. So, shifting from it might sound like a lot to take on. Nonetheless, a successful strategy has to be flexible. And when your brand needs to pivot, everyone on your team should be ready to follow.

Understanding your customers’ perspective is essential during uncertain times. Tweaking your messages to fit their current needs signals a thoughtful and adaptable brand.

Treat any change with respect, acknowledging the challenges that your audience is going through. That promotional campaign you have scheduled? If it doesn’t fit the current climate, consider leaving it for a more suitable time.

Not any scenario requires drastic measures, though. You might just need to revisit your automated sequences and tweak the content accordingly. Remove inappropriate language and any component that feels out of touch to align with how your customers feel now.

This empathetic email example by Harry’s was sent during the pandemic. They treated the occurrence as an opportunity to give back to their subscribers. Plus, they partnered with another company to help with anxiety, which was a common pain point at the time.

Great Empathetic Email Examples to Use

Now it’s time to check seven great campaign examples and why they stand out:

1. Delta’s apology email

Subject line: From the Delta Team: Thank You for Your Loyalty

What do we do when an unfortunate incident occurs? Unfortunately, human nature tells us to ignore it and keep going as if it never happened.

But that’s not what your customers want when a disruption happens. This is why Delta chose otherwise and sent the above empathetic email example to apologize and say thank you to travelers for their loyalty.

Why we liked it:

• The lack of unnecessary design elements lets the key message pop.
• The email is signed by two C-level executives, which gives a personal touch to the message.
• The brand uses the email copy to acknowledge the subscribers’ anxiety and commit to doing better.
• They deposit 10K miles to the recipient’s account to rectify.

2. Yellowbird’s opt-out campaign

Subject line: Hoping to opt-out of Mother’s Day messages?

Many brands showcase their sensitivity by being respectful in the emails they send or don’t send to their readers. A subtle opt-out goes a long way, using email personalization to help subscribers get through specific days.

Yellowbird’s opt-out campaign gives subscribers control over the content they receive. The brand offers them an option to unsubscribe from Mother’s Day messages, which may be potentially triggering, but without opting out entirely.

Why we liked it:

• They communicate the idea behind this opt-out email, which is an effort to identify with their audience’s pain points.
• The call-to-action is clear and visible so subscribers can easily update their email preferences.
• They reassure the recipient that they’ll still get valuable email content in their inbox, but just the fun and helpful type.

3. 4Knines’ return policy update email

Subject line: 🥳 We’ve Got Big News!

Empathy is mostly about addressing your audience’s pain points. Offering solutions shows empathy in a practical way, and customers reward the brands that take action with their loyalty.

4Knines’ empathetic email example informs subscribers about their new 60-day return policy. A smart move that takes some of the pressure off from deciding whether the purchased product is a good fit.

Why we liked it:

• The catchy heading immediately tells the recipient what they gain.
• They add a brightly colored and actionable email CTA that communicates the change.
• The ample white space and well-structured list let the reader focus on the key benefits of the new return policy.

4. Earthfoam’s informative email

Subject line: Keeping our Prices Low… Every Day

Remember how we talked about empathy and transparency going hand in hand? This involves keeping customers in the loop and providing critical insights into the way you do business.

Earthfoam’s campaign is a great example of an empathetic email using the bare minimum elements to fulfill its purpose: keeping customers informed about the brand’s supply chain, material origins, and pricing policy.

Why we liked it:

• They use a strong subject line to share their unique approach to pricing without relying on sales periods.
• They include resources for further reading to educate subscribers on their mission.
• The product image is placed above the fold so the reader can easily associate it with comfort and relaxation.

5. Red Clay Hot Sauce’s fundraising campaign

Subject line: Join us in supporting relief efforts for Hurricane Dorian.

In times of crisis, consumers expect their favorite brands to support the community. Consider donating a portion of your profits to support those affected by natural disasters, accidents, or other incidents, demonstrating your company’s care.

Red Clay Hot Sauce used the above email campaign to describe the problem caused by Hurricane Dorian. In it, they also list the measures they’re taking to soothe people’s pain.

Why we liked it:

• The subject line effectively describes the email objective while encouraging readers to act.
• They not only explain how subscribers can support the cause but also reassure them that the company’s founders will match the amount raised.
• The email ends with the founders’ signatures and a clever CTA in first person.

6. Who Gives a Crap’s promotional email (with a twist)

Subject line: Our copywriter had a baby

Who said empathy is only destined for customers? Why not start with your colleagues and employees? Letting subscribers know that you value your people and celebrate their milestones shows that you’re respectful to everyone you connect with.

Basically, they know that if you empathize with your team, you’ll do the same with them. Check out how Who Gives a Crap did it in this empathetic email example.

Why we like it:

• The email copy is original, and so is the idea behind the email, which is why this empathetic campaign example doesn’t resemble any promotional message we’ve seen.
• The reference to the copywriter and her baby adds a personal touch, making the reader feel part of the team.
• They don’t lose the opportunity for a sale, but they don’t force it either, with the calls-to-action being naturally incorporated in the content.

7. Better Brand’s informative email

Subject line: 3 Tips to embrace self-care

Sometimes empathy simply means delivering educational or informative content to help subscribers improve their daily lives. That doesn’t mean you can’t showcase your products or services. If you focus on how they solve your subscribers’ pain points, your message will still come across as helpful and relevant.

Better Brand shared tips on how to prioritize self-care.

Why we liked it:

• The subject line teases the email content while the peaceful image at the top gets subscribers into the right mood.
• They add value with actionable tips that showcase the brand’s expertise.
• They present their products as the solution and prompt readers to shop for them through two prominent CTAs.

Let Empathetic Emails Guide Your Strategy

Empathetic emails lie at the core of a customer-centric approach where you tune in with each subscriber’s needs. In simple terms, you put your audience first.

The key is to focus on building connections rather than pursuing sales and promotions. If they have your support and understanding, then those will translate into purchases down the line.

So, before writing your next email, consider how your readers feel, think, and talk about their problems. Then, make sure your email content reflects your understanding of their needs.

What you’ll get in return is deeper and trusting relationships with your audience that will think of you as an authentic and reliable brand.

Want to connect with your subscribers in a meaningful way? Sign up for a Moosend account today and use features like list management, dynamic content, and automation to understand and target readers with the right empathetic email.

Marketing today feels a bit like playing 4D chess on a unicycle while livestreaming it on TikTok.

Your audience is everywhere, speaking different languages, following new trends, and changing their minds every five seconds. Trying to get your message across can feel like cracking a code with no key.

But here’s what we do know. Clear and valuable messaging builds trust. In fact, 79% of Gen Z say it matters more than ever when choosing a brand. So, how do you stand out and actually build that trust? You start by listening.

In this post, we’ll examine examples of concise messaging from popular brands and explore how to create more effective messaging with social listening data.

What is Social Listening?

Social listening is the process of monitoring and analyzing online conversations to understand what people are saying about your brand, industry, competitors, or relevant topics.

This tactic helps you identify trends, gather feedback, understand customer sentiment, and uncover insights that you can use to shape your marketing strategy, refine your messaging, and build stronger connections with your audience.

What is Messaging in Marketing?

Marketing messaging refers to the way a brand communicates its value, purpose, and offerings to its audience. It includes the core ideas, tone, and language used across all marketing channels to ensure consistency and emotional connection with your audience.

In simple terms, it’s what you say and how you say it to make people care about your brand.

Clear messaging helps your brand:

• Position yourself in the market by defining your niche and showing people exactly why they should choose you.
• Be memorable by using simple, repeatable language that sticks.
• Build trust by sounding confident, consistent, and easy to understand—just like a reliable friend.

However, messaging isn’t one-size-fits-all.

How Brand Messaging Differs Between Channels

Your audience isn’t just hanging out in one place, going from inboxes to social feeds to landing pages. To engage them properly, it needs to adapt to meet them where they are.

Here’s how it changes across key channels:

• Newsletters: Brands use this space to share updates, tips, and helpful content that keeps the conversation going.
• Drip emails: Messaging tends to feel like a soft nudge. It starts light and gets more persuasive over time, guiding people toward a decision without sounding too salesy.
• Landing pages: The copy used is typically short and focused. Brands go straight for the value proposition and skip the small talk, especially above the fold.
• Social media: This is where brands adjust their tone, visuals, and format to suit the platform. For instance, it becomes more professional for LinkedIn and aesthetic for Instagram.
• Paid ads: The message is crafted to capture users quickly, often leading with bold claims, discounts, or emotional triggers.
• SMS: Most brands use short copy for reminders, promos, or flash sales. There’s also limited space for storytelling.

Tailoring your brand messaging doesn’t mean changing it. Take Supergoop!, for example.

In their email, the message is bold and benefit-driven with a clear CTA and product highlight. Here, it’s all about value and conversion.

However, on Instagram, the product appears in a playful, visual format with a relatable caption: “One thing we will never leave the house without…”

Here, the tone is casual, social, and designed for engagement.

While the format shifts to match the channel, the core message doesn’t change. Everyone’s obsessed with Supergoop’s PLAY line, and you can’t miss it.

Plus, the brand uses the viral Labubu doll to stay relevant, indicating that they are actively monitoring social media for trends.

Examples of Concise Marketing Messaging

By now, we know that great messaging is clear, consistent, and tailored to its channel. But when it’s also concise, meaning it delivers the brand’s value in just a few words, it becomes instantly recognizable.

Let’s look at a few brands that have nailed this. Their messaging is so on point that you can spot them in your inbox, social feed, or search results almost instantly.

Duolingo

With 116.7 million monthly active users, Duolingo has built a strong brand around one simple idea: learning a language should be free, fun, and something you’ll actually stick with.

From its cheeky tone to that slightly aggressive green owl, every part of the experience reinforces this message.

Why it works:

• The message is benefit-first and straightforward. You can learn a language for free at any time.
• The tone remains consistent across all channels.
• It speaks to real motivation. People want to improve their skills without barriers, and Duolingo delivers that with humor and consistency.

Etsy

Etsy’s tagline, “handmade, vintage, custom, and unique,” has remained consistent for over a decade and for good reason.

Their messaging consistently celebrates creativity and individuality. Whether you’re scrolling through their social posts or reading their emails, it always feels like a space made for people who value one-of-a-kind things.

Why it works:

• Phrases like “handmade,” “vintage,” and “independent makers” instantly show how Etsy stands out from big-box platforms.
• Instead of competing with Amazon, Etsy owns its space as the home for creative, one-of-a-kind products.
• The message supports the community, focusing on crafting, creativity, and small businesses.

Grammarly

If you’ve ever subscribed to Grammarly’s emails or are a user, you’ve probably noticed how they sound like a writing assistant, not a SaaS company. And the core message is always right there in the tagline.

Grammarly’s email subject lines make it easy to forget you’re using a software tool. It feels more like a helpful coach who checks in, encourages progress, and keeps you motivated. That’s how you build real connections with users.

Their messaging stays consistent across the board. The tone says, “We’re your writing assistant, and we’re here to help you succeed,” and they follow through week after week.

So far, Grammarly’s approach seems to be working great. According to TechCrunch, its value reached $13 billion in 2021, demonstrating that clear and consistent messaging in marketing can drive substantial growth.

Why it works:

• They make something complex feel easy. Grammarly jumps in right when you need help, without making it feel technical.
• Their emails are personalized and encouraging. Updates like “You were more productive than 93% of users” tie helpful data to their core promise.
• The message focuses on building your confidence wherever writing matters.

How to Create Better Marketing Messaging with Social Listening Data

Strong marketing messaging needs to be aligned with what your audience actually cares about, including their problems, values, interests, and the way they communicate.

To write messages that truly connect, you have to listen first. That’s where social listening comes in. It provides the insights you need to craft a message that feels authentic and relatable.

1. Identify customer pain points from online conversations

Before you can solve a problem, you need to know if it exists. Social listening helps you use conversations that are unfiltered, unscripted, and often brutally honest.

But how do you find these conversations?

Well, you have two options. You can do it manually by digging through forums, social media, reviews, etc., or with a social listening tool. We suggest the latter because sifting through endless tabs and threads can eat up your time and sanity.

Instead of hopping from one platform to another, a social listening tool will let you track keywords, brand mentions, and relevant phrases across the entire web. That means you’re identifying pain points from both prospects and customers. The ones posting in Facebook groups, Reddit, or niche forums asking, “Does anyone know the tool that does X?”

One of the most effective marketing messaging examples is ClickUp. They’ve practically made a sport out of social listening.

Source

So, when someone tweets a complaint or requests a new feature, ClickUp makes sure to respond to them. You speak, they listen, and then they act. That’s messaging powered by real-time insight.

2. Segment your audience based on preferences

Not every customer is looking for the same thing. Some care about price, others value sustainability. Some want the newest features, while others are just looking for proof that it works.

Social listening helps you go beyond guesswork. By tracking what people are actually saying, you can identify genuine patterns, including conversations about discounts, eco-friendly practices, or product performance.

These insights make audience segmentation more accurate and meaningful. Once you understand what different groups care about, you can tailor your messaging to align with their interests. This way, you make it more relevant, personal, and likely to convert.

For example, suppose you’re a skincare brand and notice a spike in conversations around “fragrance-free” products and sensitive skin. In our case, you can segment that audience and highlight those exact features in your ads and on product pages.

3. Extract phrases your audience uses

When your messaging mirrors the words your audience already uses, it doesn’t sound like a pitch. Social listening helps you find those words, like slang, phrases, hashtags, and even acronyms, that appear in real conversations about your product, category, or competitors.

Instead of saying something generic and formal like “affordable consumer electronics,” you might notice people saying “budget-friendly gadgets.”

For instance, if you’re a fitness brand and your audience keeps mentioning “leg day,” “gym gear,” or “MVP” (most valuable player), using those exact terms in your ads or emails instantly makes your brand feel more in sync with your audience.

It may seem like a small tweak, but it makes your message more human and helps with everything from engagement to SEO to email open rates.

4. Track changes in customer sentiment

If you’re a marketer, you know that customer feelings are changing faster than Instagram’s algorithm.

Sentiment analysis helps you stay in tune with the emotional tone of your audience. Whether the mood is positive, negative, or somewhere in between, it’s your cue to either build on what’s working or address what’s not.

Ensure your marketing team is always tuned in and tracks the reactions in real-time.

For instance, if sentiment dips after a product launch, your next drip campaign could focus on transparency support, or even a lighthearted acknowledgment. Nothing wins hearts like honesty.

5. Spot trends and emerging topics before the competition

If you’re the last brand to talk about a trending topic, nobody will hear you, no matter how well-defined your messaging is.

With social listening, you can monitor spikes in conversation, new hashtags, or shifts in audience interest, giving you the edge to respond before your competitors do.

If you notice, for instance, creators and customers suddenly buzzing about a new skincare ingredient (say, “bakuchiol”), you can weave it into your next product email, blog post, or social content to position your brand as timely and tuned-in.

Jumping in early means adding value while the topic is still hot. That could be a zero-click newsletter with your take or a short LinkedIn post that adds clarity. The goal is to join the conversation while it’s still being shaped and possibly even help shape it.

6. Avoid tone-deaf marketing messaging through real-time feedback

Do you recall the instances when brands posted cheerful promotions during a global crisis? Or when they disregard the emotions of their audience and put a tone-deaf campaign that backfires?

Well, it can happen to anyone. Remember Apple’s iPad Pro ad in 2024? In it, a hydraulic press crushed musical instruments, books, paint, and other creative tools. The ad wanted to symbolize how the iPad can have everything in one place; however, the internet didn’t see it that way.

Source

The backlash was swift, with many viewers feeling it sent the wrong message, flattening creativity rather than celebrating it. Apple ultimately apologized and pulled the ad entirely.

This example illustrates that public sentiment can shift rapidly. What sounds bold one week might come off as insensitive the next.

Social listening lets you monitor how people react, not only to your brand, but to cultural moments, competitor missteps, and world events. With that insight, you can adjust your tone, delay a post, and shift strategy before it backfires.

Ready to Craft Resonating Brand Messages?

If you want your brand to stand out and actually stick, you need to listen before you speak.

Social listening helps you understand what makes your audience tick (and what makes them roll their eyes). It allows you to tune in to the conversations that shape perception, trust, and customer loyalty.

The best part is that this isn’t some advanced, out-of-reach strategy, but a simple tactic any brand can use. One that helps you write better copy, avoid backlash, stay relevant, and connect on a human level before your competitors even notice the shift.

Because the brands that listen first are the ones people remember. And those who act on what they hear are the ones who lead.

FAQs

Below, you’ll find answers to common questions about brand messaging and social listening.

1. What’s the difference between social listening and social monitoring?

Social monitoring tracks mentions and engagement, while social listening digs deeper to understand sentiment, trends, and audience behavior. It’s the difference between seeing what people say and understanding why they say it.

2. How often should I use social listening to update my messaging?

It’s best to treat social listening as an ongoing habit, not a one-time task. You can run monthly checks to spot shifts in sentiment, trends, and feedback that can shape your messaging. If you’re launching something new, such as a product or service, consider checking in more frequently to stay responsive and in tune with your audience.

3. Can small businesses benefit from social listening too?

Even without a big budget, small businesses can use free or affordable tools to track conversations and gain insights. Listening to your community gives you a competitive edge, especially when resources are limited.

4. What tools can I use for social listening?

There are several options depending on your budget and needs. Popular tools include Sprout Social, Hootsuite, and Mention. Even manual tracking on platforms like Reddit, Twitter/X or TikTok can offer valuable insights.

Imagine walking past a store window covered in rainbow flags, only to find out later that the brand behind them doesn’t support the LGBTQIA+ community beyond that one month.

Or seeing a company talk big about sustainability but using twice as many resources to manufacture their products.

That kind of surface-level messaging is more common than ever as brands attempt to engage with important social issues. However, people see through it fast, and the backlash can be harsh when promises don’t match actions. This is what happens when brands become performative rather than authentic.

In this guide, we’ll break down what performative marketing means, how to recognize it across popular channels, and how your brand can avoid falling into the same trap.

What is Performative Marketing?

Performative marketing occurs when a brand publicly promotes social or ethical values, such as LGBTQIA+ rights, sustainability, or diversity statements, but fails to back them up with actions. Thus, it may look good on the outside, but it lacks substance behind it.

This trend has become increasingly common as consumers expect brands to take a stand. To appear progressive and inclusive, companies often jump on popular causes to gain attention.

Without consistent actions or evidence to support these claims, though, these messages appear shallow or opportunistic.

Common types of performative marketing

Performative marketing can take many different forms.

• Greenwashing: Exaggerating or faking environmental efforts.
• Causewashing: Using social issues purely for publicity and image boosting.
• Rainbow-washing: Promoting LGBTQIA+ support only during Pride Month.
• Virtue signaling: Making broad claims about ethics or values without proof.
• Tokenism: Featuring marginalized groups in marketing without meaningful support behind the scenes.

A very common example of performative marketing is when brands change their logos to rainbow colors during Pride Month without taking further action to support the LGBTQIA+ community.

According to surveys, 53% of consumers believe these updates are made for profit rather than genuine social good.

Signs of Performative Marketing

Performative marketing can show up across your marketing strategy, sometimes even unintentionally, if your team isn’t properly informed or trained.

From emails to social posts, websites, and even in-person campaigns, these messages can appear on multiple channels and harm your brand’s reputation.

Let’s break down some of the most common red flags below, starting with email marketing.

In email marketing

Performative marketing in email often hides behind flashy words but fails to deliver real value.

Here’s what to watch for:

• Terms like ’empower,’ ‘inclusive,’ or ‘impact’ used throughout the campaign, but without any proof or follow-through.
• Sending a single campaign about a cause, then never mentioning it again, usually to take advantage of the hype.
• Promoting donations or partnerships without showing evidence or updates.
• Statements that feel forced or disconnected from what your audience cares about.
• Speaking about a serious issue in a salesy or hype-driven voice.

These red flags tell subscribers you’re more focused on looking good than doing good, and that’s the fastest way to lose trust.

On social media

Performative marketing also emerges on social media channels, where brands strive to stay relevant but often fall short.

Compared to email, performative social media marketing is even riskier because audiences can instantly call it out, share it widely, and damage your reputation in a matter of hours.

Here are the common red flags:

• Sharing a post about a social issue but never engaging with the community or taking action behind the scenes.
• Using trending hashtags with no real connection or explanation just to ride the wave.
• Posting about a cause during a crisis or news event, then going silent until the next trend.
• Adding temporary social overlays, like a rainbow logo, that don’t reflect any ongoing brand efforts.
• Promising to ‘do better’ without sharing any plans or results later on.

On your website

Your website is often the first place customers look for authentic evidence of your values. But even here, performative marketing can sneak in and leave a bad impression.

• Bold claims about diversity, sustainability, or social good on the homepage with no data, stories, or results to support them.
• Publishing a single piece about a cause, then ignoring it afterward with no follow-up or progress reports.
• Sharing mission statements without real policies, programs, or partnerships that prove you’re committed.
• Swapping your logo, images, or banners to look inclusive while your practices stay the same.

Offline channels

If you thought performative marketing was only an online problem, think again. It can also appear offline, in places where people expect your actions to match your words.

• Setting up inclusive messages on outdoor ads, yet no real-world initiatives or programs to back them up.
• Displaying banners or social cause displays at your storefront only during awareness months, then removing them and remaining silent for the rest of the year.
• Launching themed products tied to a cause just to ride the trend without donating proceeds or showing commitment beyond the sale.

How Does Performative Marketing Affect Your Brand?

While using performative marketing tactics may bring some quick wins, the long-term damage can be difficult to fix. When a brand talks the talk but doesn’t walk the walk, audience trust erodes fast. But that’s not the only thing.

In email, performative messaging often leads to higher unsubscribe rates, as people have little patience for hollow statements filling up their inboxes.

On social media, these campaigns can go viral for all the wrong reasons, triggering negative shares and harsh criticism that stick around long after the campaign ends. The damage doesn’t stop there, though.

A performative approach also means you miss true engagement opportunities. People are far less likely to interact with, support, or convert if they sense that your brand is inauthentic.

A prime example of how a marketing campaign can backfire comes from Target during Pride Month 2023.

Source

Like many brands, Target showcased a rainbow-themed Pride collection but failed to build long-term, authentic support for LGBTQIA+ communities.

Not only that, but their heavily branded, in-store displays lacked nuance and became easy targets for extremist backlash. When controversy hit, employees were left without clear guidance or protection, and the brand ultimately pulled products from stores.

Consumers viewed this as a marketing strategy that prioritized engagement over action, sparking social media outrage and boycotts.

This mess shows how quickly performative marketing can spiral into a brand crisis, damaging trust and brand reputation.

And if there’s one thing to remember, it’s that people won’t forget how you handled it.

Real-World Examples of Performative Marketing

To see just how badly superficial campaigns can backfire, let’s look at a few well-known brand missteps and what went wrong.

Pepsi’s protest ad

Some years ago, Pepsi launched a commercial featuring Kendall Jenner stepping away from a glamorous photoshoot to join a protest march. In the ad, she hands a can of Pepsi to a police officer, seemingly diffusing tensions between protesters and law enforcement.

The campaign was meant to align Pepsi with unity and social justice, but instead, it trivialized real protest movements and the struggles behind them. Viewers perceived the ad as tone-deaf and accused Pepsi of exploiting serious issues for marketing purposes.

The backlash was fierce and immediate, with critics calling it an example of shallow, performative marketing that lacked understanding of the cause it tried to leverage.

Pepsi pulled the ad within 24 hours and issued an apology, but the damage had already been done. They faced global criticism and became an example of how such practices can quickly get out of hand when there’s no genuine action or respect for the communities represented.

Bud Light’s collab with Dylan Mulvaney

In 2023, Bud Light partnered with influencer Dylan Mulvaney to promote inclusivity and connect with a younger, more progressive audience. The campaign featured personalized cans and celebratory social posts recognizing Mulvaney’s journey as a trans woman.

While the intention was to support LGBTQIA+ visibility, Bud Light failed to stand by the partnership when backlash from conservative groups escalated. Instead of showing consistent support, they distanced themselves and pulled back their messaging, leaving both Mulvaney and the LGBTQIA+ community feeling abandoned.

The lack of commitment was seen as a classic example of performative marketing, trying to capitalize on a cause without the courage to stand behind it when challenged. As a result, Bud Light faced:

• Boycotts from conservative customers who opposed the campaign.
• Frustration from progressives who saw the brand as weak and opportunistic.
• A major drop in sales that took some time to recover.

Ultimately, the backlash transformed what could have been a moment of genuine allyship into a brand crisis.

H&M’s “Conscious” collection

H&M promoted its “Conscious” clothing line as a greener, more sustainable option for eco-minded shoppers, employing environmental scorecards to highlight reduced environmental impact.

Source

However, an investigation by Quartz revealed that more than half of these scorecards were misleading or outright deceptive. Some even presented data where these “conscious” garments used more water and resources.

Apart from that, H&M’s website was found to have hard-coded positive language into its product pages, making the clothing appear more sustainable than it truly was. After the findings went public, H&M removed the scorecards and paused the entire program, responding to growing regulatory scrutiny and consumer backlash.

The campaign damaged H&M’s credibility, fueling accusations of greenwashing and highlighting the risks of making bold claims without real proof to back them up.

Beyond that, the brand also faced a class-action lawsuit in New York for misleading sustainability marketing tied to its “Conscious” collection, claiming its ads were “designed to mislead consumers about its products’ environmental attributes.”

Starbucks’ #RaceTogether campaign

Another example comes from Starbucks, which launched the #RaceTogether campaign to spark conversations about race and social justice. Baristas were encouraged to write #RaceTogether on customers’ coffee cups and discuss racial inequality with them.

Source

The idea aimed to position Starbucks as a brand committed to addressing important social issues, but it backfired.

Many people also felt that asking baristas, without proper training or support, to tackle such complex, sensitive conversations was misguided. Critics called the effort shallow and performative, accusing Starbucks of oversimplifying a serious topic for marketing gain.

The backlash was swift, forcing Starbucks to end the campaign within a week and leaving its reputation dented as customers and employees questioned the company’s sincerity.

Shein’s sustainability influencer tours

In 2023, Shein invited influencers on tours of its factories to showcase what it called “ethical and transparent production practices.”

The move was intended to reshape its image and address growing criticism over labor practices and environmental harm associated with fast fashion.

Source

However, people quickly called the tours a PR stunt, pointing out that visiting a few handpicked facilities did not address systemic issues across the company’s massive supply chain. The lack of outside oversight or real change made it seem more about controlling the narrative than making progress.

As a result, the backlash online was immediate, with many labeling the tours as greenwashing. People also criticized the brand for trying to fix its image after the “Inside the Shein Machine” documentary without addressing its deeper environmental and labor issues.

Amazon’s DEI statements

Following the George Floyd protests in 2020, Amazon publicly supported the Black Lives Matter movement and pledged to enhance its diversity, equity, and inclusion (DEI) programs.

However, by 2025, the company quietly pulled back, removing diversity mentions from its reports, halting DEI programs, and scaling back hiring efforts.

This shift felt performative to many, showing that Amazon’s earlier commitments did not hold up under political or legal pressure.

As a result, the company faced backlash from workers and customers who saw this retreat as proof that its values were only surface-deep, leading to boycotts and long-term trust issues.

How to Avoid Performative Marketing and What to Do Instead

No brand wants to be criticized, dragged online, or even canceled for making empty promises.

The best way to protect your reputation is to plan carefully and avoid being performative.

1. Know your audience

One of the biggest reasons brands slip into performative marketing is jumping on causes without truly understanding what their audience cares about.

To avoid that, use tools like newsletter sign-up forms and short email surveys to learn what matters most to your subscribers.

Also, consider analyzing your email data. For example, if topics like sustainability or diversity consistently receive high engagement, that’s a great starting point.

Here’s an email survey example from GUESS:

Instead of assuming, build your campaigns around real insights. When your messaging aligns with what your audience cares about, you can support causes that resonate with them.

To truly win, ensure that any action matches your brand values and has a lasting impact rather than a quick monetary gain. That’s how you build trust and a good reputation.

2. Back up your actions with proof

When discussing support for a cause, provide your receipts to support your claims. Consumers are quick to spot empty promises, so highlight real actions, such as donations, partnerships, internal policies, or measurable results.

Caudalie’s ocean protection email marketing example goes beyond feel-good messaging.

Here, the brand shared specific proof to show its impact:

• Collected and recycled 3,120 tons of plastic
• Established partnerships with Terracycle
• Reduced virgin plastic use by 21%
• Introduced seven refillable product options to cut packaging waste

They also outlined future goals, including reducing plastic waste over the next three years. This kind of transparency builds trust, proving you’re serious about change, not just chasing headlines.

Caudalie demonstrates that you don’t need flashy celebrity ads to convey the message effectively. A simple email can work just as well. So, once you’re ready, share your impact through a familiar channel.

Do it with Moosend

3. Educate and support your employees

If you launch a campaign around a social issue or sustainability effort, ensure that employees have the tools and training to discuss it confidently and authentically.

This includes providing FAQs, email templates, or even internal workshops to help them understand the details of your commitments.

For example, if you’re promoting a new eco-friendly product line, brief your customer service team on details about materials, sourcing, and impact. Share key talking points in internal newsletters and invite employees to ask questions so they feel ready to represent your mission.

When staff can back up your brand’s promises, it shows customers that you’re all in, not just putting on a show. After all, a lack of education and support is precisely what tripped up brands like Bud Light and Starbucks.

4. Be transparent

No brand has it all figured out, and that’s okay. If you still have work to do, own it. Share where you’re falling short, what challenges you’re facing, and what steps you’re taking to meet your goals.

For example, include a progress update in your weekly or monthly newsletter or publish a yearly impact report that highlights both successes and areas that still require improvement.

Customers appreciate brands that are willing to admit they’re on a journey, rather than pretending to have everything figured out from the start. That transparency can build deeper trust than a too-good-to-be-true campaign ever could.

5. Stay consistent across channels

If you promote a cause or campaign on social media, ensure it aligns with your emails, website, in-store experiences, and even your product packaging. Consistency shows customers that you mean what you say.

Happy Socks does this well, aligning their social media, email marketing, and website content.

For instance, on Instagram, they highlight their Pride-themed products with playful captions and visuals celebrating LGBTQIA+ identity.

The same message carries over to their email campaigns, which feature the Pride collection available year-round and transparently state that 10% of proceeds go to InterPride.

From the website to social media and email, they maintain a consistent voice and values, avoiding any mismatch that might feel performative.

When your story holds together across every touchpoint, people trust that you’re genuine, and that goes a long way in building loyal, long-term relationships.

6. Embrace constructive criticism

Don’t just talk about being authentic, but prove it by giving customers, partners, and even your employees a chance to hold you accountable. That means being open to feedback, whether it’s praise or criticism. If people call you out, listen carefully instead of getting defensive, and share how you plan to address their concerns.

When a controversy arises, own up to mistakes and communicate what you’ll do to make things right. If you’re unsure how to handle a sensitive topic, consider consulting with experts or community leaders who can help you improve your messaging.

Embracing accountability makes your brand stronger and shows people you care about progress, not just performance.

7. Know when to let go

Sometimes, even with the best intentions, you may realize that a cause or initiative just doesn’t align with your brand’s long-term values anymore.

If you decide to step down, communicate openly with your partners and audience. Explain why you’re moving in a different direction and leave the door open for future collaboration instead of shutting it completely.

By selecting the right initiatives from the outset and remaining transparent if circumstances change, you’ll maintain your brand reputation and keep your audience engaged.

Why Authenticity Beats Performative Marketing

Performative campaigns might promise quick wins, but they come with long-term costs that no brand can afford. When your actions don’t match your messaging, you lose trust and credibility, your audience disengages, and your reputation takes a lasting hit.

Instead of going with the flow, choose authenticity every time. Align your promises with action, stay transparent, and maintain consistent values across every touchpoint. That’s how you build a loyal community that believes in your mission, not just your marketing team.

And remember, people don’t buy products; they buy experiences.

FAQs

Below, let’s take a look at some common questions regarding performative activism.

1. What is greenwashing?

Greenwashing happens when a brand exaggerates or falsely promotes its environmental efforts to appear more eco-friendly than it truly is. It’s performative marketing that aims to capitalize on sustainability trends without making meaningful changes to business practices.

2. What is performative activism?

Performative activism occurs when individuals or brands publicly support a social cause, such as sharing a hashtag or making a statement, but fail to follow up with actions to drive meaningful change. It’s more about looking good than doing good.

3. What are examples of performative activism?

Examples include changing a logo to rainbow colors during Pride Month but not supporting LGBTQIA+ employees, posting a black square during racial justice protests without contributing to solutions, or selling “green” products while polluting behind the scenes.

4. What is the difference between performative and real activism?

Performative activism stops at words or gestures meant to signal support, with no follow-through. Real activism involves consistent, meaningful action, such as policy changes, community partnerships, or funding, to genuinely help the cause beyond appearances.

5. What is the difference between performance marketing and performative marketing?

Performance marketing is a data-driven approach where brands pay for measurable results, like clicks, conversions, or sales. It’s focused on driving growth with trackable ROI.

Performative marketing, on the other hand, refers to brands making statements about social or ethical values without backing them up with meaningful action. It’s about appearances rather than real commitment and can harm trust if audiences sense it’s not genuine.

You’ve just finished crafting your next promotional email and you’re about to hit “Send.” The subject line shouts “12 hours left!” and you feel optimistic about it. Urgency drives attention and clicks, right?

But wait a sec.

Before turning up the pressure, ask yourself: is urgency helping or hurting your brand? While it can boost short-term revenue, overusing it can ruin trust and cause fatigue to your audience.

In this post, we’ll explore why relying too much on urgency can backfire, when to prefer it, and when alternative strategies might serve your brand better.

The Rise of Urgency in Email Marketing

Responding to urgency is deeply rooted in human psychology; we’re hardwired for it. Countdown timers, flash sales, last chance cues… When faced with time constraints, we are more likely to act quickly, especially if the reward is a desirable product or service.

And of course, there’s the FOMO effect, the fear of missing out. Worried that they’ll miss out on rare opportunities, people tend to indulge in exclusive and limited-time cues in emails. Pair that with social proof (e.g., “2,000 people already bought this!”) and urgency becomes even more persuasive.

Over the years, marketers have leaned on urgency tactics. When used effectively, these strategies can significantly boost short-term sales. But without moderation, they can backfire.

When Urgency Backfires: Common Traps to Avoid

Let’s explore some common urgency pitfalls that can hurt your brand in the long-term:

Email fatigue

Are you sending too many emails with similar urgency cues? If so, your audience will start to notice, and not in a good way. They’ll likely compare your messages to a bunch of similar emails from other brands, and that can quickly turn them off.

Email fatigue is real. To avoid becoming part of recipients’ inbox noise, limit how often you rely on urgency and monitor your sending frequency. Otherwise, recipients may unsubscribe, or worse, move your emails to the spam folder.

Minor copy adjustments can work wonders. So instead of a generic “Last chance!” email, try a more personalized, kinder tone, like “Hey Alex, your favorite sneakers are almost gone. They’re still available in your size. Just thought you’d want to know!”

Lack of credibility

Consumers today are more skeptical of promotional tactics. If you constantly target them with flash sales and discounts, they may start wondering whether your regular prices are inflated.

Over time, this undermines brand trust. You risk being seen as a “bargain brand,” one that’s always on sale and rarely worth the full price. This perception can gradually reduce the value of your offerings.

Think of brands like La Mer or Aesop. They rarely offer discounts. Their pricing is part of their positioning, and offering constant flash sales would undermine the exclusivity and quality they’ve worked hard to build.

Check out this email example from Aesop, Simple, elegant, and informative. No urgency needed:

Subject line: Offset the sun’s impact

Decreased profit margins

Urgency in emails can boost short term gains, but if it’s not backed by strategy, it’ll hurt long term profitability. So before sending an urgent discount email to join the hype, ensure that there’s no conflict with your ROI goals.

For example, if you’re in SaaS and you’ve spotted that many existing customers convert only during sales periods, maybe it’d be wiser to exclude that distinct group from urgent flash sales emails.

Customer loyalty at risk

Constant pressure can also negatively impact loyalty. When customers feel like they only matter during a sale, they’re less likely to form a genuine connection with your brand.

Loyalty isn’t built on flash deals. It’s built on trust, consistency, and meaningful engagement.

Also, if customers start seeing you as a bargain brand that chases quick wins, they may turn to competitors who feel more authentic and less pushy.

When Urgency Works (And Why)

But wait—can a tactic with so many fans be that bad? Urgency isn’t inherently evil. When used thoughtfully and sparingly, it can be incredibly effective. Let explore some use cases:

Authentic time-sensitive offers

Limited-time sales and discounts with real scarcity become more powerful when urgency is grounded in truth. Think of seasonal events like Black Friday or back-to-school promotions. These campaigns come with natural deadlines.

The difference from a random promotion? These deadlines are real and contextual. Black Friday only lasts for a few days (or hours) and kids really go back to school. These moments offer clear value at meaningful times, making urgency feel relevant rather than forced.

You can apply the same strategy to limited-edition products. If stock is genuinely limited, let your audience know. Just be honest. False scarcity does more harm than good.

Check out this example from Salomon. The urgency cues started from the subject line and continued in the email copy.

Subject line: Don’t miss the limited-edition Blue Fire Collection

Event registrations

Inviting subscribers to your next online or physical event? Boost registrations with a smart email sequence. Kick off this series in a neutral, informative tone. Adding pressure or urgency early on can turn off potential attendees.

As the date approaches or if spots start filling up, you can start introducing urgency elements. But be honest and accurate. Saying “Only a few spots left!” when that’s not true can backfire. Even worse, some people might assume it’s already too late and decide not to register at all.

Discount-seeking segments

Have a group of loyal customers who love a good deal? Great. Occasionally, send them urgent campaigns. Especially for exclusive, limited-time incentives. If the offer is timely and relevant, urgency can strengthen retention and loyalty.

Also, consider including a preference center where subscribers can opt in to receive flash sale alerts or time-sensitive promotions. This ensures you’re targeting the right people with the right content without overwhelming your broader audience.

Finally, you can use the urgency tactic to:

• Give a gentle push to inactive customers to win them back
• Motivate churned customers to renew their subscriptions
• Remind inactive customers to replenish their products before turning to competitors

Just be sure to track how they respond; urgency should invite action, not pressure.

Abandoned cart emails

People who’ve left items in their carts without completing a purchase have shown a real interest in your products and services. Even if you can’t be sure what kept them away from checkout, adding a sense of urgency to abandoned cart emails can bring them back on track.

Avoid sounding pushy as you may confuse them. Instead, share a reasonable argument to convert them. For example, state how long the product is going to stay in their cart before returning to stock.

Subtle wording, such as “don’t miss out on” or “few items left” is more fitting in this campaign type—again, only if it’s true. You can also share a limited-time discount if you really wish to convert that customer.

Check out this example by Cotopaxi:

Subject line: Don’t Leave a Good Cart Behind…

Smarter Alternatives to Urgency

Urgency is not the only way to drive sales. Let’s explore how to build anticipation and excitement to readers without adding pressure to them:

Personalization

Customers appreciate emails that feel tailored to them. The more relevant to their needs and preferences, the more likely they are to click, engage, and convert.

Start with list segmentation. Group subscribers based on shared traits like location, purchase history, or browsing behavior. Then, use dynamic content to personalize product recommendations, messaging, and offers. For example, a customer who recently bought running shoes might prefer suggestions for athletic gear, while a visitor browsing for hiking accessories would be interested in relevant recommendations.

To gather these insights, share a preference center during the signup process and let them update it at any time. You can also use AI-powered tools that predict interests or automations based on behavior. For example, if someone checks “the European destinations” of a travel agency, they can be added to an “interested in Europe” list.

Even small copy tweaks can make a big difference. Phrases like “We thought you’d like this” or “Recommended just for you” add thoughtfulness that urgency often lacks. In many cases, relevance and empathy outperform pressure, helping you build stronger relationships.

Education

Instead of rushing subscribers to buy, inspire them to act on their own. Educational content is a powerful way to do this. Show your customers how they can make the most of your products or services.

For example, if you sell beauty products, don’t say why they’re good; show it. Share DIY makeup tutorials or expert skincare tips. When subscribers see the value, they’re more likely to move toward checkout. Not because they’re pressured, but because they’re genuinely interested.

Use segmentation here, too. For instance, send haircare tips to one group and skincare routines to another, based on their preferences or past purchases.

At Moosend, we recently launched a promotional “stress-free” email series to help our audience tackle subscribers’ email fatigue. While a discount is included, the spotlight stays on value and learning, not urgency.

Subject line: 🧘‍♂️ Give Your Audience Room to Breathe

Milestones

Milestone emails celebrate important moments in the customer’s or brand’s journey, such as birthdays, first-year customer anniversaries, or activity milestones. And they’re a powerful way to delight customers without the hard sell.

When delivered with genuine excitement, these emails can significantly boost engagement and foster long-term loyalty. Make customers feel seen and appreciated to reinforce their connection to your brand.

Consider adding a gentle call-to-action, such as a birthday discount of a curated product selection. But keep the tone celebratory, not salesy.

The best part? These emails can be easily triggered with automation software based on key dates and behaviors. Just make sure the milestones you choose are meaningful to your audience.

Try Moosend

Social proof

Following the “show, don’t tell” principle, consider replacing countdown timers and flash sales with customer testimonials. Social proof plays a key role in marketing. It taps into the FOMO effect but in a less aggressive way. Instead of telling subscribers why your product is great, let your customers do the talking.

Share authentic reviews, star ratings, or case studies that highlight real experiences. You can also share badges from review sites such as G2 or logos from well-known brands that trust you.

You can either create dedicated campaigns or include testimonials in your promotional emails. Either way, social proof adds credibility and relatability, two things that urgency alone can’t deliver.

Storytelling

To truly hook readers, without posing urgency, tap into the power of storytelling. Use narrative techniques that move readers to an emotional level, such as:

• Telling stories about real experiences
• Describe what challenges the main character faces
• Tap into resolutions that resonate with your audience

This way, your message becomes memorable, without applying even an inch of pressure.

Check out this great email example from Nike focusing on resilience:

Subject line: You Can’t Stop Us: Find Your Resilience

Move Beyond Pressure

Every customer has their own pace. Brands should respect it if they want to build long-lasting relationships rooted in trust. While urgency can be valuable at times, it can also push people away. Knowing when to use it and when to hold back is essential for success.

After all, urgency is a tool, not a strategy. Use it wisely, and lean on alternative, engaging tactics to keep subscribers by your side.

New customers discovering your brand, visiting product pages, and perhaps in the mood for impulse buying. That’s the dream, right? Yes, it’s probably the first thing that comes to mind when thinking of revenue-driving tactics. But there’s one that’s more affordable, and that’s customer retention.

However, affordability isn’t the only reason to keep existing customers around.

Think of it this way: Do you prefer having new visitors who don’t know you? Or do you want Tom, your loyal customer, to place his 5th order for this month?

Surely, you’d pick Tom. A loyal customer who trusts your brand and has already seen how your products or services serve him. So, while customer acquisition is essential for short-term goals, retention ensures continuous business growth.

Today, you’ll learn why customer retention matters, how to calculate your repeat purchase rate, and the best strategies to increase it.

What Is Customer Retention?

Customer retention is a process that businesses use to motivate existing customers to keep buying their products/services over a period of time.

It’s based on consistent and meaningful communication and impeccable customer service so you can build lasting relationships with your audience.

Just one loyal customer who returns to your products or services is likely to make a greater impact on your sales and marketing strategy compared to a few one-time buyers.

Following up, we’ll see the main reasons to think of customer retention as a top priority.

The Importance of Customer Retention

Customer retention isn’t just another metric. Far from that, it’s about:

• Brining more revenue in: Ongoing customer satisfaction means people think of your brand each time they want to get the same (or even better) outcome. So, they’ll spend more on your products/services over time. Also, you have more chances of convincing them to purchase additional products by using upselling or cros-selling.
• Boosting customer loyalty: Repeat customers are usually satisfied customers that find value in your offers. So, they’re less likely to switch to a competitive brand. In fact, 72% of consumers who trust a brand say they’ll stay loyal to it, even in cases of limited product availability or higher pricing.
• Driving customer acquisition: Another thing happy customers are great at is doing word-of-mouth marketing for you: recommending you to their friends, sharing your content on social media, and even creating social proof like testimonials or case studies.
• Making targeting easier: Existing customers know your products or services, as well as why they’re worth buying. Also, their buying history and overall engagement with your brand gives you better insights into their likes and interests. In other words, it’s easier to target them with personalized content and product recommendations.

Now that you know why you need customer retention, it’s time to find out how to measure it.

How To Calculate Your CRR

Identifying your customer retention rate (or CRR) is crucial to monitoring the performance of your business.

To calculate it correctly, you need to know the following variables:

• CE: Customers at the end of a measured period.
• CN: New customers acquired during that time.
• CS: Number of customers at the start of the measured period.

Now, you can apply these on the following formula:

For example, if you had 240 customers at the beginning of a specific period of time (CS), acquired 28 (CN), and ended up with 230 (CE), then your CRR would be 84.2% [(230-28):240 x 100].

What is a Good CRR?

In essence, businesses should aim for the highest CRR possible. While a 100% rate isn’t unlikely, not everyone is going to hit that number.

To find the best CRR for you, you should compare it to your industry’s average. Here are some retention rates you can use as a reference by CustomerGauge:

As you can see, CRR can differ between industries. Most businesses, though, will aim for an 85%, which I believe is a great starting point.

Furthermore, if your CRR is below your industry average, you really need to optimize your strategy and find a way to retain more customers. But first, we’ll check some essential KPIs to improve your customer retention strategy.

Essential Metrics To Retain Your Customers

Before moving to the best customer retention practices, let’s see the most important marketing metrics you need to track and how to calculate them:

Purchase Frequency Rate (PFR)

Your PFR shows you how many times an existing customer has bought from you within a given period of time.

Keep in mind that monitoring your PFR will also reveal the level of engagement between shoppers and your brand.

To calculate it, you need to divide the total number of orders made during a time period by the number of existing customers:

For instance, if you have 240 orders and 180 customers, your purchase frequency rate is 1.33.

Compared to your CRR, PFR indicates the value your customers receive from you. Also, you can use the data to identify purchasing habits and improve your promotional efforts and email marketing strategy.

Average Order Value (AOV)

Your AOV is a crucial metric that helps you discover how much each customer spends when they make a purchase.

To find your AOV, you need to divide your total revenue by the number of orders placed:

Monitoring your AOV will help you re-evaluate your pricing model and keep track of the value received by individual customers.

Since your average order value is tied to your company’s performance, calculating it frequently and analyzing the results will ensure your business’s prosperity.

Customer Lifetime Value (CLV)

When we talk about CLV or CLTV, we refer to the amount of money a customer is projected to invest in a business throughout their lifecycle.

CLV is among the most important marketing metrics you need to discover your customer acquisition and retention cost.

To calculate it, you need to divide your average revenue per user (ARPU) by your churn rate:

Finding your ARPU & Churn Rate

First of all, you can measure your ARPU by dividing the revenue generated during a specific period of time by the number of active users.

ARPU = total revenue : # of active users

For your customer churn rate, you have to measure the number of customers at the beginning of the month and subtract the customers remaining at the end of it. Then, divide the sum by the number of customers you had at the beginning.

Churn Rate = # customers at the beginning – # customers at the end : # customers at the beginning

So, if your ARPU equals $25 per customer ($2,000:80 customers) and your churn rate is 5% (80 -76:80 x 100), you’ll get this:

CLV = $25 : 0.05 = $500

Now, if you multiply it by 12 months, you can find your annual CLV (you can change the “months” value based on the time period you want to measure):

Annual CLV = $500 x 12 months = $6,000

Calculating your CLV is essential to determine your customer acquisition cost, which we’ll see below.

Customer Acquisition Cost (CAC)

Your CAC is the amount of money you spend to win over new customers.

To calculate it, you need to divide your sales and marketing cost by the number of new customers:

A good CLV to CAC ratio is usually 3:1, meaning that a customer’s value needs to be three times higher than the acquisition cost.

Knowing your CAC and CLTV will help you keep track of your business. So, if you see that your acquisition cost is more than your CLV, you need to rethink your tactics and focus on retaining existing shoppers more actively.

As we mentioned above, getting old customers to buy is easier than convincing new ones, so keep this in mind when you plan your customer acquisition and retention strategy.

Now to the fun part: learning how to establish meaningful customer relationships that increase both your revenue and brand recognition.

13 Essential Strategies To Retain Your Customers

Building a successful customer retention strategy that delivers exquisite experiences is the best way to nurture shoppers who support you no matter what.

Of course, to make it work, you need the help of some old friends: your email marketing platform, social media, support team, and a few more, which we’ll see right now.

1. Ask Customers to Join your Loyalty Program

You can’t overlook the power that VIP coupons and discounts have. They make you feel special, don’t they?

Consumers love it when brands reward them for buying more. The relationship automatically becomes mutually-beneficial, which is a driver for customer loyalty.

See where we’re going with this? Asking your audience to join your loyalty program. Here’s how it works: the more they purchase, the more you reward them. Basically, it’s an act of appreciation on your side that gives your audience more reasons to buy from you.

What kind of rewards could you offer? Exclusive offers and content, first access to products or services, or free shipping. Whatever you choose, make sure it’s something your audience wants. Tailoring rewards to their needs demonstrates that you focus on giving them a special treatment, not just making them spend more.

So, the first point is to invite them in. What’s next? The best way to engage them right from that initial invitation to any future interaction is through your email marketing campaigns.

With them, you can:

• Highlight the perks of your loyalty program and include loyalty members’ testimonials to build up anticipation
• Welcome them and share your excitement for having them aboard
• Include important information about their points, such as points earned or expiring and remaining balance
• Inform them that they’re close to unlocking the next loyalty status or that they’ve reached it
• Celebrate milestones like their birthday and offer an exclusive deal

Here’s how PetSmart uses the below email to summarize their loyalty member’s activity:

Subject line: Smiles Davis, check out your Treats Rewards summary inside

Source

Of course, running your program manually isn’t viable in the long-run. To put it on autopilot, you’ll need an email marketing platform with marketing automation capabilities.

This way, you can set up a loyalty workflow to deliver follow-up messages when your shoppers’ loyalty points change or you have anything important to share.

If you want to create an effective customer loyalty sequence, sign up for an account and hop into the workflow editor to power up your customer retention.

Try Moosend

2. Provide Stellar Customer Service

Solving customer problems is part of your brand’s lifecycle. If you think about it, customer support is one of the first touchpoints for potential customers who have questions about your product/service.

Therefore, providing instant and valuable solutions to common issues differentiates you from your competitors. According to a survey, more then one-half of consumers claimed that they would easily switch to a competitor after a single bad experience with a brand. So, this alone shows us that consumers value great customer experiences more than anything.

And let’s not forget that good customer service is likely to create reciprocity between you and your target audience.

Here’s a real-life example by Dominos, responding to a dissatisfied customer’s public comment on Instagram to direct them to the customer support team:

Helping customers before and after they make a purchase is a must to promote brand loyalty. Don’t forget that customers will respond to a positive (or unexpected) experience by sharing it with their peers. This can be the ultimate brand awareness boost.

To provide excellent customer service, you need to streamline your interactions and enhance personalization using CRM Customer Relationship Management software.

Integrate AI-powered live chat support on your website to provide real-time assistance while saving time for your customer support reps to focus on critical cases that call for human-to-human interaction.

Additionally, monitor social media and online reviews to address feedback promptly and ensure a positive, consistent, and tailored customer experience.

In a nutshell, assisting customers works in your favor, allowing you to generate more leads and convert them through the power of word-of-mouth marketing.

3. Invest in Customer Success

Customer Success Management (CSM) is a methodology for ensuring that your audience will get the most out of your product/service and achieve their desired outcome.

Customer success complements your customer service efforts. Most of the times, it aims at being proactive, help you understand customer expectations and determine the experiences your audience wants to have.

To successfully retain your shoppers, connect your CSM software with your CRM database. Through AI, your platform will process the data and give you predictive analytics about your customers’ expectations.

Of course, don’t forget about your customer success team. Your CSM representatives ensure that your audience gets personalized roadmaps with measurable and realistic goals. That way, customers will receive the maximum value through onboarding and training.

And when they do, it’s time for another key responsibility of your CSM team: celebrating customer milestones. Perhaps you decide to send a dedicated email newsletter to let them know you share their excitement for their wins. Also, mention that can’t wait to help them achieve more with your product or service.

These customer accomplishments can also serve as powerful social proof if you decide to feature them on your website, social media, or emails.

So putting together a group of people who will integrate your sales, marketing, training, and support activities is one of the best customer retention initiatives you can take to deliver a seamless experience that sticks with your audience.

4. Re-engage Inactive Customers 

Once your loyal customer, now a stranger that doesn’t “talk” to you anymore. But it’s not unnatural for consumers to forget about their favorite brands, especially when real-life responsibilities get in the way. To give them a nudge, create an awesome re-engagement email to show them what they’ve been missing out on.

An effective way of rekindling their interest in your brand involves inspiring subscribers with personalized recommendations. And the more you tailor your messages to their needs, the easier it becomes to win them back.

Also, don’t forget about the immense power of incentives. Offering exclusive discounts or helpful resources as a small incentive won’t just break the first purchase ice but also showcase that you want to provide value.

Here’s a simple yet effective re-engagement email campaign by Animoto, sharing what’s new to spark the reader’s interest:

Subject line: Did you miss out on some of these new features?

Looking to set up such an email campaign? An easy task thanks to the power of marketing automation. Email marketers can use it to create re-engagement sequences triggered after a specific time of inactivity.

The key with these emails is not to go overboard. Bombarding disengaged subscribers with (probably) unwanted messages is likely to make them walk away once and for all. So, if you that they don’t respond to the first messages, it’s time to think about removing them from your list and focus your attention on the people who want in.

If you are serious about your email re-engagement strategy, join Moosend’s platform to create follow-up sequences that your audience won’t be able to resist.

5. Collect Valuable Customer Feedback

As mentioned, retention is closely linked to positive customer experiences. So the happier your shoppers are, the easier it gets to keep them around-and engaged.

But how do you improve your shoppers’ experiences? It doesn’t have to be just a task for your customer service or success manager. Just ask them what they think about you and your products. The best tactic to collect feedback is to create a customer satisfaction email with a survey and send it to them like Happy Socks did:

The success of this customer retention strategy lies in customers’ love for sharing their opinion. For those who don’t, getting a 25% off for completing the survey might be that extra nudge they need.

When you create your customer surveys, make sure to ask the right questions that reveal potential issues with your product/service. After analyzing the data, you can address your customers’ concerns with a social media post or another email to show them that you value their feedback.

Don’t limit your inquiries to your products or services, though. Focus on the overall experience instead. For example, reach out after a delivery or customer support communication to learn if everything run smoothly.

If you find that some of your customers aren’t happy, you don’t have to wait until they churn to contact them. Instead, you should identify these customers and reach out to determine what exactly happened and ask them what you can do to turn things around.

Finding the cause of the problem will give you the chance to win them back and improve your customer retention strategy as a whole. Reaching out to these customers through a personal email is the best way to approach them. Just don’t spam them if they aren’t willing to provide feedback.

Customer habits and perceptions change all the time. So collecting info will help you stay up to date and optimize their experience accordingly.

6. Personalize your Email Content

We’re passed the days when subscribers didn’t mind receiving email blasts.

If you want your audience to stay with you, you have to send targeted messages that resonate with them. Thankfully, marketers have many ways to learn more about their customers so they can nail personalized email content.

One of the most common methods to collect audience information is through your subscription forms. As a first step, you’ll probably ask for basic contact info like their name and email address.

Depending on your industry, there are other data that make sense. For instance, a B2B brand could add fields like “Industry” and “Job role”, whereas an eCommerce  might prompt the lead to fill in their birthday.

Besides that, use any data at your disposal to deliver personalized email experiences. Think of social media and email interactions, activity on your website, surveys and polls, and communication with your customer service representatives.

And here’s another valuable tool to personalize the experience, and do so on your recipients’ terms: an email preference center for those dormant customers who’d like to opt out from specific email types or change the email frequency.

Leveraging all these insights, you’ll be able to:

• add their name to your subject lines and email copy
• create dynamic content for each recipient
• segment your customers based on their gender, age, location, behavior, and preferences

Duolingo sent a personalized email on the recipient’s anniversary with the brand, including their achievements throughout the year:

Subject line: 🥳 Happy 1st Duoversary, Smiles Davis!

Source

Segmentation and personalization are your best allies to better engagement and sales. So make sure to leverage their power to deliver targeted content to your audience and provide a seamless customer experience.

Want to create targeted customer segments and highly personalized emails that will turn subscribers into repeat customers?

Try personalization!

7. Create the Perfect Onboarding Experience

If you want to turn your leads into customers and then loyal advocates, you have to lay a solid foundation. The perfect way to do it is to set up a lead nurturing email sequence that will establish strong relationships with your audience.

During the onboarding period, you should focus on familiarizing newcomers with your value proposition and training them on how to make the most of it. Also, ensure the lines of communication stay open to immediately offer assistance.

Start by designing a welcome email with valuable copy that shows subscribers your true spirit. Then, make sure to infuse your onboarding follow-ups with the right elements:

• Intrigue: Give first-time purchase discounts or free shipping and special offers
• Value: Provide educational content like whitepapers, guides, and case studies.
• Uniqueness: Show them how you differ from your competitors and the ways your product solves their pain points.

That’s exactly what Packlane did, using this onboarding campaign to highlight potential pain points and how the brand’s custom packaging deals with them:

Subject line: Your product’s journey begins here

Moreover, keep in mind that each subscriber will behave differently. So setting up different onboarding sequences based on their actions will increase the chances of engaging them properly.

And don’t neglect following up. Just because you sent the right emails during onboarding doesn’t mean you should disappear right after.

Relationships are forged over time, and when both parties make an effort. So, keep engaging new subscribers with educational content, exclusive deals, and limited-time offers.

The perfect onboarding experience will give you customers for life. And the best part is these shoppers will also help you out by bringing their friends and family over through referrals. That’s two birds with one stone!

8. Power up Brand Credibility

In the era of spam, phishing, and fake ads, consumers wonder whether your company and products are trustworthy. To avoid that and retain customers the right way, you need to increase your credibility.

But this kind of advertising shouldn’t come from your campaigns. Who should do it? Your customers. In other words, you should capitalize on the power of social proof and, more specifically, customer reviews.

When browsing local businesses, 29% of consumers say they always read online reviews and 42% that they do so regularly. People turn to reviews because they think of them as an authentic way to understand whether a product or service brings results.

You can display social proof like reviews, testimonials, or star ratings on strategic places: your home page and product pages, social media, and emails.

This is how Asana features three case studies from enterprise customers on their product page:

 

 

You may ask yourself: “How do I get these positive comments?” First, by keeping your promises and delivering a product that makes your buyers’ lives easier.

Then, you may actively ask for customer feedback through post-purchase email surveys. Or you could run social media contests, encouraging user-generated content. Add a compelling incentive to the mix, and there you have it!

In a nutshell, social proof is your strongest weapon to make your brand more appealing to new visitors.

Use positive customer testimonials on your website, social media, or emails to dissolve any doubt, convert new customers, and give them more reasons to stay in the long haul.

9. Get Customers to Create an Account

Many of your customers have made a purchase as guests. Which is totally fine, and you should always give them that option. But wouldn’t it be better if you knew more about them? (Personalization alert.)

Letting your shoppers check out without an account is convenient. However, when they create one, they can provide you with a ton of extra information about themselves. Which you can later use to personalize your campaigns.

For instance, when a registered user provides you with their birth date, you can use it to create a birthday email campaign with a special offer. Another example is to ask for their location, so you can later send them geo-targeted promotions or invites to local events.

Here’s how Amazon handles account creation:

On top of that, Amazon has multiple conversion points to get visitors to sign up. In the last CTA, you can also see how the company adds a little message to show potential customers why they need an account: “See personalized recommendations.”

While this works for Amazon, you can’t really remove the guest option from your checkout because that may inconvenience some users and lead them away. Some people might not have the extra time to spare, some may just be bored, while others could worry about data safety.

Nevertheless, try to get them on board by offering extra incentives like a newsletter signup discount to make the registration process sweeter.

10. Adopt the Subscription Model

A single purchase is great. But what if you could turn it into a regular thing?

Undoubtedly, subscription-based businesses have found the secret to retaining customers simply and effectively. Just look at Netflix. The brand has been using it for years to keep customers paying for its services every single month.

But what about eCommerce stores and retailers? Well, the subscription model could be equally effective there. It’s easy-to-implement, and you can promote it alongside your one-time purchases.

Here’s how Blueland uses it, offering a small discount to incentivize visitors:

Subscriptions can work well for companies selling goods like cleaning products, coffee, or even smoothies.

Whatever you sell, show your customers why they should opt for a monthly refill. A discount is the best tactic to intrigue them. Giving them freebies is also a smart practice to prompt action. And there’s always priority delivery and support, exclusive events, or early access to new products.

Just make sure that the deal includes something they’d appreciate to keep your customers subscribed.

11. Promote your Brand’s Ideals

Consumers no longer see the company as a legal entity but as a living organism with whom they want to relate. Shared values matter the same in customer relationships like they do in personal ones.

If you want loyal customers, discard the make-a-profit label and adopt a more humanistic approach. It’s an important initiative to make them feel more connected with your business.

To achieve that, you first need to turn the business into a brand. One with a clearly defined mission they can understand and relate to.

Then, use your marketing efforts to show your target audience the reasons why your company is worth their time and money.

Do you fight against discriminations? Are your products eco-friendly? Or do you partner with nonprofits to donate part of your earnings to those in need?

Highlighting your vision and ideals throughout the customer journey motivates potential customers to stick around. For example, Patagonia is a brand that promotes high-quality products that respect the environment:

For its customer base, the brand’s mission is one of the reasons for staying. Consumers nowadays prefer to know the origin of the material used to create their favorite garments. So, when a brand takes an eco-friendly approach in product creation while maintaining high quality, it deserves their attention.

But what mostly keeps customers loyal to the brand is Patagonia’s environmental ethos and commitment to protecting humans and wildlife-a common concern for many consumers nowadays.

12. Entertain your Audience

Promoting your products and educating your customers will help you retain them. But do you know what else can win them over? Entertaining content!

Entertaining content is associated with social media. Consumers love checking out new products, looking for secret sales, learn about upcoming contests, and more. What they love more than anything else, though, is watching funny content and sharing it with their friends.

In my opinion, if you make them laugh once, you’re bringing them one step closer to retention. Why? Because people will not only wait for your promo stuff, but also the next laugh. And that’s personal connection at its best.

Brands like Srub Daddy have used unique social media marketing strategies to catch their followers’ attention and give them a good time. This is a small sample of how the company uses its social media towards that goal:

Of course, social media isn’t the only way to go. You can also feature fun and creative content in your email campaigns: relevant emojis, funny GIFs, engaging videos, puns and pop references, and any other element that your audience finds entertaining.

Engaging content will solidify the relationship with your followers and turn into something meaningful. Just make sure that the content you post reflects your brand for a more fulfilling and consistent experience.

13. Don’t Overpromise and Underdeliver

Overpromising is one of the worst mistakes to make as a business. And when this is combined with underdelivering, you can find yourself dealing with frustrated customers and negative noise.

No matter how loyal these shoppers are, a mistake like this can create a backlash. And you definitely don’t want this kind of publicity trending on social media.

Keeping your promises realistic will create reasonable customer expectations that you, in turn, will live up to. And if you actually underpromise and overdeliver, you’ll surprise your audience in a good way.

An honest business creates a feeling of security and reliability that encourages consumers to return for more. So next time you promote a new product or service, keep this in mind to avoid falling into the overpromising/underdelivering trap.

Loyal Customers Ensure Business Growth

To get from customer acquisition to retention, you need to identify your customer’s pain points and provide them with the best solutions.

As demonstrated here, a seamless experience with your brand is all it takes to increase loyalty and turn those first-time shoppers into loyal advocates of your company.

Of course, to achieve retention, you need the help of your CMS, CRM, email marketing, support team, and so on. Also, selecting the best tools for the job will help you streamline your efforts more effectively.

So sign up for a Moosend account to have one thing less to worry about.

Now let me see you off with one of my favorite retention quotes: “I don’t know who you are, but I’ll find you, and I’ll retain you!”

You heard Liam Neeson. It’s time to get your business growth back on track! Oh, and unlike Liam, do make sure you know who your customers are first.

FAQs

1. How can you help customers make the most of your value proposition and retain them?

One of the main strategies to boost customer retention comes by guiding them on how to get more value from your products/services.

So, ensure you create and share educational material like eBooks, how-to guides and videos, webinars, and FAQ articles. Also, have a detailed and up-to-date blog that covers topics relevant to your audience’s pain points.

2. Why do customers churn?

Customers churn when they stop interacting with a business. Here are some of the most common reasons: poor customer service and communication, generic messaging, overpromising and underdelivering.
It might also be that they’ve found a competitive product/service that better meets their needs.

3. Are data linked to customer retention?

There’s no better way to keep your customers around than knowing what drives them, what they fear, and how they think or feel. Getting access to as much insights as you can is a prerequisite for better understanding their likes and dislikes and delivering personalized content and offers.

 

The street is saying ChatGPT is getting into eCommerce, and Shopify is about to lead the way.

So what’s this really about? OpenAI is reportedly teaming up with Shopify to pilot a native shopping feature within ChatGPT. The info, discovered by Testing Catalog in unreleased code, hints at a new AI-powered experience where users can browse, compare, and purchase products from Shopify stores, all without ever leaving the chat.

If this happens, ChatGPT will no longer answer questions but will also turn into your shopping assistant. For Shopify merchants, this means a new kind of storefront is emerging: conversational commerce.

In this post, we’ll break down what this new ChatGPT for Shopify integration means, how it could impact the shopping experience, and what merchants can do now to stay ahead.

What is Conversational Commerce?

Conversational commerce refers to using chatbots, messaging apps, or voice assistants to help customers discover, research, and buy products through conversations.

Instead of clicking through pages, shoppers can interact with an AI or a live agent to receive personalized recommendations, ask questions, and complete purchases in a seamless, one-flow experience.

What a ChatGPT Integration for Shopify Means

Imagine shopping without switching tabs, filling out forms, or clicking through endless pages. That’s the future ChatGPT and Shopify are hinting at.

According to new code strings spotted by Testing Catalog, OpenAI is quietly wiring a native shopping flow into ChatGPT. This isn’t just a chatbot dropping affiliate links, but a direct product discovery, comparison, and purchase all within the chat interface.

Source

Here’s what the report revealed:

• A “buy_now” button
• Fields for price, shipping, and product ratings
• A shopify_checkout_url string (as seen above)

The new shopping experience appears to connect directly with Shopify’s checkout system, rather than relying on an external redirect or affiliate link. This suggests a formal partnership between OpenAI and Shopify, rather than a quick workaround.

According to the Testing Catalog, this feature is also grouped with other built-in modules, such as weather and market data, and appears to be designed to display within ChatGPT’s main answer panel.

The code already exists in production files, which historically means a public release could happen soon.

As there has been no official announcement yet, the timeline remains uncertain.

How Other AI Tools Are Already Powering Ecommerce

While the ChatGPT for Shopify integration is still in testing, other AI tools have already dipped their toes into eCommerce.

Microsoft launched its Copilot Merchant Program in April 2025, providing eligible sellers with a built-in storefront directly within Copilot. It’s an early move to turn AI assistants into transaction-ready platforms.

Perplexity rolled out its “Buy with Pro” feature in late 2024. It allows users to purchase items directly from answers with a single click, paired with its merchant API.

Source

OpenAI itself has been running experiments through its Operator agent, which can already handle bookings, place grocery orders, and assist with travel, all on behalf of users.

Everything points to a future where AI assistants are taking action. It’s the kind of moment you’d expect from a Black Mirror storyline: you ask an AI to buy milk, and by the time you check your doorstep, it’s already there. Only now it’s not dystopian but efficient.

That’s what makes ChatGPT for Shopify feel less like science fiction and more like the start of a genuine shift in how people shop online, where the assistant itself becomes the storefront.

How ChatGPT for Shopify Could Change Shopping

If this integration rolls out as expected, ChatGPT won’t just discuss products, but also help you buy them.

Conversational product discovery

Currently, if you ask ChatGPT a question like “What are the best eco-friendly running shoes under $100?” you’ll get brand suggestions, approximate prices, and explanations for why each option is sustainable.

ChatGPT can effectively highlight, summarize, and even explain the pros and cons, but it doesn’t facilitate a live purchase. You still have to leave the chat, search for the product, and finish the transaction on your own.

That’s precisely what the upcoming Shopify integration aims to change by introducing a direct shopping flow, allowing you to browse, compare, and check out products instantly without leaving the conversation.

Check out with fewer clicks

The leaked code suggests a Shopify-hosted checkout right inside ChatGPT, allowing shoppers to move seamlessly from asking a question to completing their order within the application.

This means a smooth, in-chat purchase flow that reduces friction and drop-offs.

For example, imagine asking, “Can I buy the Adidas Lite Racer Adapt 5.0?” and seeing a “Buy Now” button right next to the product details, instantly connecting you to Shopify’s secure checkout.

Now, what if you could take it a step further and ask ChatGPT to:

• Find me this shoe for under $80.
• Show me a discount code if available.
• Which trusted Shopify merchants have the fastest shipping?

Instead of clicking through 10 product pages, ChatGPT could instantly filter, compare, and recommend the best match in seconds, integrating discovery, decision-making, and purchase into a single conversation.

More relevant product recommendations

Because ChatGPT understands your context and preferences, it can suggest gift ideas in a way that feels seamless and personal. If you ask for a present for a coffee lover, for example, it won’t just list random products.

Instead, it might explain why specific options are popular, compare them, and even ask follow-up questions to help you make an informed decision. This is something ChatGPT already does:

With the new Shopify integration, this experience could go even further, offering real products that you can buy in one click, bringing speed, convenience, and personalization together in a seamless and helpful conversation.

Benefits for Shopify Merchants

If ChatGPT becomes a native sales channel, Shopify merchants will have a new channel available to them. But that’s not the only benefit they can look forward to.

Exposure in a high-traffic environment

Shopify merchants could gain access to 122 million daily ChatGPT users through a single conversational channel. Instead of hoping shoppers land on their website organically or investing in paid ads, merchants can have their products appear directly inside ChatGPT conversations, where people are already spending their time.

That means (possibly) free, high-intent visibility in one of the busiest AI platforms in the world, opening the door to more organic discovery and higher conversion opportunities.

However, it’s essential to note that this is still speculative as we don’t yet know whether merchants will need to pay a fee, bid for placement, or meet other requirements to have their products featured once the integration goes live.

Access to sales-qualified shoppers

When someone asks ChatGPT for a product recommendation, they’re already in a buying mindset. These moments are gold for merchants, since the shopper is actively looking to solve a problem or fulfill a need.

With ChatGPT’s ability to surface relevant results instantly, merchants can reach sales-qualified shoppers right at the moment they’re ready to take action.

This will likely surpass what Perplexity’s “Buy with Pro” offers by having ChatGPT evolve into a true sales assistant, who can understand the user’s needs, ask clarifying questions, compare options, address objections, and guide them to checkout.

Seamless integration

Another advantage is that merchants may not have to learn an entirely new system.

If the ChatGPT integration relies on Shopify’s existing product data and checkout infrastructure, it means no separate tools to manage, no duplicate inventory setup, and no complicated onboarding.

Merchants can continue to run their stores as usual while reaching shoppers on a new, AI-powered channel.

Small business exposure

This integration could also level the playing field for small and medium-sized merchants.

As ChatGPT recommendations will likely depend on clear product data and relevance rather than massive ad budgets, smaller brands with well-optimized listings may have a chance to surface alongside bigger competitors in these conversations.

Limitations and Concerns

While the idea of selling through ChatGPT is exciting, it’s not without friction, especially for merchants accustomed to having complete control over their storefront’s appearance and functions.

Limited control over product display

In a traditional Shopify store, merchants control everything, from design and layout to how collections are presented.

In ChatGPT, that control is no longer present. You don’t get to choose how your product is introduced, how it’s compared, or even what competitors show up alongside it. It’s the AI’s decision, based on user prompts and ranking logic you can’t access.

Difficulty in attribution

One of the biggest questions is how attribution will work in this new setup. In most sales channels, such as Meta Ads, Google Shopping, or TikTok Shop, merchants receive clear reporting on where conversions originate and how customers interact with their listings.

With ChatGPT for Shopify, it remains unclear whether merchants will be able to see details on which sales were influenced by ChatGPT recommendations or which specific prompts triggered product views in the chat.

Without that transparency, it could be harder to measure performance, optimize product data, or even justify investing time in adapting for AI-powered commerce.

No creative control over messaging

For marketers, one key challenge is that ChatGPT will likely summarize and rephrase product details in its own conversational style, rather than using your copy and brand voice.

This means marketers might lose control over how promotional language, emotional appeals, or storytelling elements are presented. If the AI’s summary feels too generic or lacks your brand personality, it could undermine your marketing efforts and make it harder to stand out.

Bugs and glitches

Since this feature is still being tested, there’s a good chance of glitches, mismatched recommendations, or products being shown in the wrong context. That could lead to confusion or even damage trust with shoppers.

On top of that, ChatGPT has faced growing pains with updates in the past, including higher error rates, temporary downtime, and slower response times when new features roll out. Until the system matures, merchants should closely monitor how their products are presented and be prepared to flag any errors quickly.

No guaranteed visibility

Even if your products are listed on Shopify, there’s no guarantee they’ll appear in ChatGPT’s recommendations. The AI could prioritize certain factors, such as pricing, reviews, or the quality of your product data, or rely on ranking rules that merchants can’t see or influence.

In other words, simply being listed doesn’t automatically guarantee your products will gain visibility on this new channel.

Potential costs

Currently, there’s no confirmation on whether the integration will be free or paid, or how it will work exactly. If demand grows, it’s possible that sponsored placements or premium exposure options could become part of the system, much like paid searches or promoted listings elsewhere.

Since ChatGPT already runs on multiple subscription tiers, a merchant-focused plan might also be introduced to unlock or prioritize product placements. That could give an advantage to bigger brands with higher budgets.

How to Prepare for the ChatGPT for Shopify Integration

If ChatGPT becomes a new sales channel, your store’s product content becomes your sales rep. And unlike your website, you won’t be there to explain things or guide the shopper. The AI will do it for you based on what it can understand from your data.

1. Optimize product titles and descriptions

AI thrives on clarity, so use straightforward, searchable product titles that describe precisely what you’re selling.

For example, go for “Organic Cotton Crewneck T-Shirt for Men” instead of “The Sunday Tee.”

As you can see in this ChatGPT search example, clear keywords allow the assistant to quickly match the user’s request and present it in a way that’s easy to scan, compare, and click through.

Your product descriptions should:

• Clearly outline features and benefits
• Use natural language and relevant keywords
• Anticipate questions users might ask in chat (e.g., sizing, materials, use cases)

The goal of this optimization is to make it easy for ChatGPT to show your product when a user types something like “best everyday cotton t-shirt for men.”

2. Use high-quality images and accurate metadata

While ChatGPT itself doesn’t “see” your product photos the way a human does, it can reference product details that are tagged correctly, including colors, dimensions, and product categories.

Make sure your product listings include:

• Alt text on all images
• Structured metadata (tags, types, attributes)
• Up-to-date availability and shipping info

The more precise your data, the better ChatGPT can match your products to a shopper’s request. Plus, keeping this data clean and up to date will also increase your Google search visibility, so these efforts won’t go to waste across other channels.

3. Monitor Shopify’s AI and API updates

As this integration evolves, Shopify may roll out updates or new tools to help merchants get better visibility in ChatGPT results.

It’s worth keeping an eye on developer documentation for any changes to product feeds or APIs, as well as updates tied to AI-readiness or conversational commerce.

Shopify could also recommend new tagging structures or product schemas to support this shift. Staying ahead of these updates could help your products appear before competitors do.

4. See how your store and products show up in ChatGPT

While you can’t see exactly how ChatGPT’s ranking algorithm works, you can still run simple tests to get a feel for how your products might appear.

Try searching for your store name or specific products directly in ChatGPT, then ask follow-up questions similar to what real customers would say. You can also compare how your listings stack up against competitors or review results in other tools, such as Copilot or Perplexity, which already display Shopify products.

Some SEO tools have also begun to surface LLM visibility data. Ahrefs, for example, just rolled out Brand Radar, which tracks brand mentions in ChatGPT, Perplexity, and soon Gemini. You can now see the questions people are asking about your brand, where you appear, and how interest in your brand changes over time through keyword search volume.

This kind of insight can help you identify content gaps, refine product descriptions, and enhance your visibility before the integration is rolled out.

5. Rethink your FAQ page

ChatGPT will likely draw on your store’s frequently asked questions to answer shoppers quickly and accurately. That means your FAQ page can play a big role in how the assistant explains your products and policies.

Make sure your FAQ has clear answers for:

• Returns
• Shipping
• Materials
• Sizing
• Gift options

The more structured and straightforward this information is, the easier it will be for ChatGPT to share accurate details with customers.

Additional Resources

• How To Use ChatGPT [Web & API]
• 26 Innovative ChatGPT Prompts For Email Marketing
• How to Use AI-Generated Text Effectively [with Prompts]
• AI Email Marketing: How To, Use Cases & Tools

The Future of ChatGPT for Shopify

A ChatGPT integration for Shopify could signal the beginning of a whole new way to shop online. It has the potential to change eCommerce by combining speed, personalization, and convenience in a channel that already has millions of daily users.

For merchants and marketers, this shift could open new doors to connect with high-intent shoppers, build trust, and convert more sales. However, it also brings certain limitations and concerns around control, data, and future costs.

The smartest move right now is to stay informed, experiment early, and keep your store’s product data and messaging ready for AI-powered shopping experiences.

FAQs

Let’s answer some common questions about ChatGPT and Shopify.

1. Can I control how my Shopify store appears in ChatGPT?

Not directly, but you can influence how your store shows up by optimizing your product data. Clear titles, detailed descriptions, and up-to-date content improve your chances of being surfaced accurately in AI tools.

2. Do I need to install anything for my products to show up in ChatGPT right now?

No installation is required. ChatGPT uses publicly available information from the web and Shopify’s integrations. If your store is well-indexed and follows best practices, your products may already appear.

3. How does ChatGPT choose which Shopify products to recommend?

While the exact ranking logic isn’t public, product relevance, content quality, and clarity all play a role. ChatGPT tends to favor listings with complete, well-structured data that match the context of the user’s prompt.

4. What can I do to improve my store’s visibility in AI tools like ChatGPT and Perplexity?

Start by reviewing how your products show up today. Use tools like Ahrefs’ Brand Radar to track mentions and visibility. Then, refine your product pages, focus on useful metadata, and monitor what real users are asking about your brand.