Your landing page is the medium that turns curiosity into leads and conversions. And conversions need to be tracked so you can fine-tune your overall marketing strategy.

That’s why you need to track your landing page metrics, the data points that reveal how effectively your page attracts, engages, and converts visitors. From bounce rate to conversion rate and time on page, these metrics can show you how to turn your landing page from a digital brochure into a growth engine.

In this guide, we’ll explore the most important metrics for measuring landing page success, why they matter, and how to improve each one to drive better performance.

What Are Landing Page Metrics?

Landing page metrics are the performance indicators that help you understand how effectively your page turns visitors into leads or customers. Metrics like conversion rate, bounce rate, or cost per conversion show which types of landing pages perform better, but also which elements of your landing pages attract attention, drive engagement, and prompt people to take action.

These performance metrics cover every stage of the user journey, from how visitors arrive on your page to what they do once they get there. Therefore, tracking them gives you a complete picture of your page’s strengths and weaknesses, allowing you to make data-driven improvements.

Metrics vs. KPIs: What’s the Difference?

While the terms are often used interchangeably, metrics and KPIs (Key Performance Indicators) serve slightly different purposes:

• Metrics are individual data points that measure specific aspects of your landing page’s performance.
• KPIs are strategic goals tied to broader business outcomes, such as lead generation or revenue growth.

This means that your metrics can shape your KPIs. You might track dozens of metrics, but only a few directly indicate whether you’re achieving your goals. For example, a high click-through rate may be a positive metric, but your KPI might be the overall conversion rate or customer acquisition cost.

Are vanity metrics reliable?

Not all numbers tell the full story. Vanity metrics like total page views or impressions might look impressive, but they show visibility, not impact, and can’t help you with landing page optimization.

You could have thousands of visitors landing on your page, but if they don’t engage or convert, the page isn’t doing its job. So instead of focusing on how many people show up, focus on how they interact. That’s where real visitor engagement and performance insights live.

Tracking actionable data like conversion and bounce rates, and average session duration gives you clarity on how users behave, what holds their attention, and what drives them to take the next step.

Why You Need to Track Landing Page Metrics

Landing page metrics can help you stop guessing and start improving. Now, let’s see how metrics reveal campaign effectiveness, the real benefits they unlock, and the common mistakes teams make when they ignore the data.

Metrics reveal campaign effectiveness

Metrics let you connect outcomes to causes. In other words, they can get you from saying “this page didn’t work,” to understanding why it didn’t work.

To do it correctly, map metrics to the various stages of the funnel. Some metrics point to issues with customer acquisition (e.g., low CTR), while others pinpoint interest or engagement issues (e.g., short average time on page), or conversion frictions (e.g., high form abandonment).

After that, try to distinguish traffic quality from page quality. If your conversion rate is low but CTR and time on page are high, you might be attracting non-qualified leads. Another example is having strong traffic but high bounce rates. This suggests issues with the anatomy of your landing page, like page messaging or poor UX.

You can also break metrics down by source, device, geography, or campaign. For example, if your desktop audience converts well but your mobile audience doesn’t, your mobile UX or load speed is likely the issue.

Measuring properly boosts your efforts

Tracking landing page metrics translates directly into smarter, faster growth. Here’s what that means:

• Improved conversions: When you know which elements are underperforming, you can test targeted fixes and reliably increase conversion rate.
• Audience insights: Metrics reveal who responds to what, which headlines pull certain segments, which offers resonate, and which messaging needs localization. That feeds product messaging and campaign targeting.
• Better resource allocation & ROI tracking: With accurate cost-per-conversion and funnel metrics, you can decide which channels deserve more budget and which experiments to pause. That turns marketing from a cost center into a measurable revenue driver.
• Risk reduction: Data prevents costly mistakes, such as scaling a campaign with high impressions but near-zero conversions.

Of course, tracking landing page metrics is not a one-off chore, but an ongoing operational task that can save you resources. Measure the right things, segment them, and use the results to prioritize tests that generate more leads and, eventually, revenue.

The Most Important Landing Page Metrics

Now that we’ve seen that not every number in your analytics deserves your attention, let’s see which metrics really tell the truth about your landing page performance.

1. Conversion rate

Your conversion rate measures the percentage of visitors who complete a desired action on your landing page. Whether that’s signing up for a newsletter, downloading a resource, or making a purchase, this metric reflects how effectively your page guides visitors to take the next step.

Across industries, the median landing page conversion rate is 6.6%, according to Unbounce’s report. Of course, this number depends on industry, targeting, offer type, and traffic quality. A free-trial SaaS landing page, for example, can achieve higher conversion rates than an eCommerce product page, mainly because it requires less commitment.

Improving your conversion rate starts with optimizing every element that influences user decisions.

To understand what works for your audience, run A/B tests to compare headlines, visuals, and CTAs and identify what drives more actions. To write landing page copy that aligns with visitor intent through clear, benefit-driven messaging, you can use a targeted AI writer for brainstorming and copy-check sessions.

Try Moosend

Reduce friction by simplifying your forms and asking only for the necessary details. After users convert, you can request additional information as you go. Fewer fields can lead to higher conversion rates.

Finally, align your offer with traffic sources so expectations match what users see after the click. For example, a subscriber will already know your brand, so make sure to show them content that matches your relationship.

2. Bounce rate

Bounce rate measures the percentage of visitors who land on your page and leave without taking any further action. In essence, it shows how well your landing page captures immediate interest and motivates engagement.

A high bounce rate doesn’t always mean failure, but it often signals a disconnect between a visitor’s intent and your landing page’s offer. It tells you that users found your content irrelevant, confusing, or slow to load, and that they left.

But what are the most common causes for bounce rates?

• Slow page load times: Even a two-second delay can dramatically increase abandonment rates.
• Weak message match: If your source promise doesn’t align with your landing page content, users bounce almost instantly.
• Cluttered or unfocused design: Overwhelming visuals, pop-ups, poor hierarchy, or simply using the wrong landing page template can cause visitors to lose focus or, even worse, trust.
• Lack of above-the-fold clarity: When the core offer or CTA isn’t visible right away, users fail to see the value proposition.
• Low-quality or mistargeted traffic: Irrelevant audiences driven from broad campaigns rarely engage deeply.

The ideal bounce rate varies depending on traffic source and offer type. However, the average bounce rate for a landing page spans between 60-90%, as Custom Media Lab’s study, referenced by Backlinko, suggests:

More than half of your prospects won’t make it to your CTA. The key to understanding your bounce rate is context. A high bounce rate combined with strong conversions from the remaining visitors can indicate high-quality traffic. Always pair this metric with others, such as average session duration and conversion rate, for an accurate assessment.

To fix a bad bounce rate, the first step is to improve load times. Compress images, minimize scripts, and use a landing page builder that’s preferably no-code. Every second counts.

Secondly, tighten medium-to-page alignment. Ensure your landing page headline, visuals, and offer mirror your original message down to a tee.

Next, you need to strengthen above-the-fold content. Make your value proposition and CTA instantly visible and benefit-focused. Lastly, add interactive or visual cues. Videos, short animations, or directional design elements can subtly encourage scrolling and exploration.

The steps above can fix common landing page mistakes that lead to failure. But they’re not the only steps to take. Make sure to refine audience targeting by using analytics and filters to focus on visitors with the right intent and demographics.

A well-optimized landing page doesn’t just lower bounce rate. It also increases engagement depth and conversion efficiency across the entire funnel.

3. Average time on page

Average time on page reveals how long visitors stay before leaving. More importantly, it shows how engaged they are with your content. While bounce rate shows whether users stay or go, time on page indicates the quality of their attention once they’ve decided to stay.

A higher average time suggests your messaging resonates, your structure flows logically, and your content keeps users curious enough to read or explore further. On the other hand, users leaving your page quickly can mean your value proposition isn’t clear, your page feels overwhelming, or your design doesn’t guide the eye effectively.

This metric is essential for story-driven or information-heavy pages, where engagement equals persuasion. If users spend enough time reading, they’re far more likely to convert.

As we saw above, benchmarks vary widely depending on your landing page type, purpose, and industry. To make better sense of your landing page’s metrics, you can track your time on page data with various tools like Google Analytics or Hotjar that help you visualize with heatmaps. This will give you a full picture of where users focus and where they drop off.

After measuring the average time on page, it’s time to correct any errors. Here’s how to achieve better results:

• Use narrative flow: Treat your landing page like a mini story with a problem-value-proof-action structure. A clear emotional arc increases reading time naturally.
• Balance visuals and copy: Break text with images, icons, or short explainer videos that reinforce your message. Visual pacing reduces fatigue and improves comprehension.
• Guide readers with design: Contrast, spacing, and elements like arrows that point towards the CTA subtly keep attention moving downward.

Average time on page measures how persuasive and enticing your message is. When users linger, it means your page doesn’t just inform them, it also convinces them.

4. Click-through rate (CTR)

Click-through rate (CTR) measures the percentage of visitors who click your primary CTA button, whether that’s a form submission, a download, or a button that leads to the next step in your funnel. It’s the clearest indicator of how compelling and trustworthy your offer feels when prospects stumble upon it.

A healthy CTR means your value proposition, design, and CTA placement work together seamlessly. A low CTR, on the other hand, usually indicates unclear messaging, a weak visual hierarchy, or friction between the promise and the next action.

You can think of it as a health check. If it’s low, users aren’t yet sold on your offer. However, if the conversion rate is low but the CTR is substantial, your form or follow-up process might be what’s harming your marketing plan.

To boost your CTR, you can go through the following steps:

• Craft stronger CTAs: Use active, benefit-oriented language (“Get my free demo,” “Start building now”) instead of generic verbs (“Submit”).
• Clarify the offer instantly: Visitors should understand what they gain and what happens next before clicking.
• Test CTA placement and frequency: Secondary CTAs above the fold and a primary one at the conclusion often maximize visibility.
• Build trust near the CTA: Add micro-proof like testimonials, security badges, or reassurance copy, like “No credit card required”

When optimized correctly, CTR bridges curiosity and commitment. It’s the moment your landing page stops talking to the user and starts moving with them toward conversion.

5. Form abandonment rate

Form abandonment rate tracks the percentage of visitors who begin filling out a form but leave before submitting it. It’s one of the clearest indicators of friction in your landing page experience, showing where interest turns into hesitation.

This metric points to the most important issues in user experience, trust, or timing. If people click your CTA but don’t complete the form, the offer itself isn’t necessarily the problem. The issue could lie in what happens between intent and action.

High abandonment rates usually signal that users hit resistance. Common causes could include:

• Lengthy or intrusive forms: Every unnecessary field increases cognitive effort, decreases trust, and leads to drop-offs.
• Lack of clarity on data use: When users don’t trust where their information goes, they hesitate to share it.
• Poor mobile optimization: Tiny input boxes or awkward layouts on smaller screens quickly deter completion.
• No immediate value: If the form doesn’t clearly promise a benefit—like a free trial, demo, or exclusive content—users lose motivation halfway through.
• Technical glitches or validation errors: Hidden bugs, broken autofill, or vague error messages lead users to quit.

Understanding where people drop off helps pinpoint the exact moment friction occurs. And, of course, understand how to deal with it.

One step towards reducing that friction could be to ask only for essential information, as each extra field adds friction. If more data is needed, you can collect it progressively. If, for example, you’re creating a SaaS landing page for a demo booking, you can’t use just a name and email address field:

Source

This is Userpilot’s landing page for demo bookings. And since it’s meant to inform and convince, sales will need more data, such as the company’s name or size. That info will help them promote the best solution for their prospect.

On the other hand, if your landing page promotes a specific piece of information, like a pricing page, you can have zero fields. Like this:

Moosend’s pricing page has no forms because there is no need for them on this type of page.

The second step towards minimizing form abandonment is to enable autofill and smart defaults. This will reduce user effort by leveraging browser data and predictive text. And less effort means less friction, and a smoother experience overall.

Another trick you could implement would be to build instant trust with privacy reassurances (“We’ll never share your info”) and trust badges or security icons near the form. And don’t forget the huge part social proof plays as well.

6. Page load time

Page load time measures how quickly your landing page fully renders and becomes interactive. It’s one of the most important metrics of conversion potential. The best copy, design, and offer can collapse under the weight of slow performance. In other words, if your page doesn’t load quickly, nobody will see it.

Studies consistently show that every additional second of delay can lower conversions:

This study from Portent shows that a page that loads in 1 second has a conversion rate 3 times higher than a site that loads in 5 seconds and 5 times higher than a site that loads in 10 seconds. This places the ideal benchmark at around 3 seconds or less, and ideally between 1.5 and 2.5 seconds.

To monitor speed and vitals, you can use tools like Google PageSpeed Insights, which provide actionable insights on bottlenecks and rendering delays.

But how can you optimize page loading times and ensure nothing goes amiss? Here are some ways to ensure your landing page doesn’t literally fail the test of time:

• Compress and correctly size images and keep all necessary information above the fold.
• Serve static assets from geographically closer servers to cut load times for global visitors.
• Reduce the weight of code you need to use or opt for a no-code landing page builder.
• Limit third-party widgets, popups, and analytics tags that often bloat performance.
• Avoid heavy templates and opt for simple, plug-and-play ones. Simplicity loads faster and converts better.

When it comes to your landing page, loading speed is not to be taken lightly. The faster your landing page loads, the sooner interest piques and action begins.

7. Cost per conversion (CPC)

Cost per conversion (also known as cost per acquisition, or CPA) measures how much you spend to get one user to complete a desired action, such as filling out a lead form, taking a free trial, or making a purchase. It’s one of the clearest indicators of efficiency in your marketing funnel, showing how well your landing page turns marketing budget spend into measurable results.

When paired with metrics like conversion rate and ROI, cost per conversion helps marketers understand not just how well their campaigns perform, but how cost-effectively they do it.

Lastly, measuring CPC reveals opportunities to cut spend from underperforming actions and reallocate budget to better-performing campaigns.

To optimize this metric, instead of comparing absolute values, focus on trend direction. If your CPC drops over time without reducing lead quality, your efficiency is improving.

Here’s how to optimize it over time:

• A/B test landing pages and CTAs: Identify which versions deliver higher conversions for the same spend.
• Refine audience targeting: Exclude unqualified segments and optimize your efforts for high-intent visitors.
• Align ad messaging with landing page content: Consistency reduces confusion and improves click-to-conversion rates.
• Track performance by channel: Compare CPC across platforms to invest more where ROI is highest.
• Reduce friction in the conversion process: Simplify forms and speed up page load times to improve completion rates.

A healthy CPC can help you spend smarter. The goal is to generate conversions at a sustainable, profitable rate while maintaining user quality.

8. Return on investment (ROI)

ROI is the holy grail of your marketing efforts. From email marketing ROI to ad campaign ROI, this metric measures the profitability of your marketing actions and how much revenue they generate compared to what you spent. Unlike CPC, which looks at efficiency, ROI focuses on financial performance and long-term value.

ROI shows whether your landing page is driving actual business growth, not just activity. It connects landing page performance directly to business outcomes and justifies scaling campaigns or increasing budgets based on proven profitability. Lastly, it helps prioritize high-value customer segments that deliver the greatest long-term returns.

Now, how can you optimize ROI for your landing pages and turn them into profitable lead generation and conversion engines?

• Calculate ROI by channel: Track which traffic sources yield the most profitable conversions, not just the most conversions.
• Improve conversion quality: Focus on qualified leads rather than volume.
• Enhance post-click experience: Personalized content, email marketing follow-ups, fast load times, and seamless forms improve both conversions and customer satisfaction.
• Consider lifetime value: Measure ROI over the full customer journey to identify channels that contribute long-term profit.

ROI is the ultimate validation of marketing success. A landing page that converts well is good, but one that delivers measurable financial growth is what can truly help you scale your business.

Now that you know which metrics define landing page success, it’s time to see how to measure them.

How to Track Your Landing Page Metrics (+Tools)

Besides implementing various landing page trends to ensure quality, you can use tools to track your landing page metrics and explore a wide variety of methodologies.

The first tool in your toolbox should be Google Analytics (GA4), which remains the backbone of web analytics and offers a comprehensive overview of your landing page performance. It tracks data such as page views, bounce rate, average engagement time, and sessions by source, giving you clarity on who’s visiting, how they arrived, and what actions they take.

To get the most out of GA:

• Set up conversion events for button clicks, form submissions, or downloads.
• Use UTM parameters to track the performance of campaigns leading to your landing page.
• Segment visitors by source/medium to identify your most valuable traffic channels.

You can combine GA with your email platform to see the full customer journey, from email opens to landing page engagement and conversions.

For example, let’s see what happens when setting up a landing page in Moosend’s platform. You can track it by toggling the “Track with Google Analytics” button on the “Track your conversions” section of the creation process:

In addition to the Analytics option, you can also use Facebook Pixel if you share your landing page on social media.

Another tool that can help you track and analyze how your email campaigns send recipients to your landing page is Moosend’s built-in Analytics Dashboard.

Moosend’s analytics suite provides marketers with a unified view of performance across both landing pages and campaigns. You can access key landing page metrics like visitors, views, conversions, and conversion percentage. You can also sort and tag landing pages with status and labels. Here’s an example:

This landing page was visited by 146 people. It had 205 views and 89 conversions, for a 61% conversion rate. Its status is published, indicating it’s still up and running. If we press the “+” button, here’s the pop-up that will appear:

This allows users to add labels and categorize their landing pages by audience, action, location, etc. Down the line, this allows users to categorize their landing pages and filter and sort through them effortlessly.

Now, while analytics give you the “what,” behavioral tools reveal the “why.” Tools like Microsoft’s Clarity let you visualize user interactions through heatmaps, scroll tracking, and session recordings. These insights highlight how visitors move through your landing page, which buttons they click, how far they scroll, and where they lose interest.

Lastly, tools like Unbounce allow you to run experiments on page elements. Integrating these results with Moosend’s analytics helps you refine both ends of your conversion funnel.

Of course, apart from the tools, there is the methodology of setting up metric tracking. Here’s what to keep in mind:

• Add tracking codes (GA4, Moosend tag, or Clarity script) to capture performance data.
• Define goals for each page, such as signups, downloads, or purchases.
• Distinguish between one-off campaign pages (like waitlist landing pages or promotional offer landing pages) and ongoing website pages (such as pricing pages) to get more accurate insights.

How to Improve Your Landing Page Performance

Tracking your landing page metrics is only half the equation. The real magic happens when you turn insights into action. Once your data reveals what’s working (and what isn’t), it’s time to test, refine, and optimize.

Identify friction points

Start by isolating the metrics that signal friction. A high bounce rate may indicate poor first impressions or irrelevant targeting. A low CTR could mean your CTA isn’t visible, precise, or persuasive enough.

A short average time on page might point to weak storytelling or a disjointed offer. Use your analytics to pinpoint where users drop off, what they interact with, and how they move through the page.

Optimize copy, layout, and CTA

Once you identify weak spots, experiment with targeted changes, starting with your copy. Adjust headlines or value propositions for clarity and urgency. Simplify your phrasing, lose complex words, and make it short and value-driven.

As evident by Unbounce’s conversion benchmark report, copy can make or break your landing page’s conversions.

The same can happen to your layout. Simplify the visual hierarchy and ensure your design flows naturally from your landing page’s heading to your CTA. Also, never forget about mobile responsiveness:

The same study reveals that desktop converts better, but mobile drives more traffic. Take into account that the difference is less than 1%, and you’ll understand how a non-responsive landing page can break your conversions.

Another thing to keep in mind is CTA placement. Move your main CTA button above the fold or duplicate it across sections for better visibility.

Experiment and retarget

Since a landing page can be a place to experiment with creative or unconventional ideas to grab attention, especially if your product or audience responds well to bold moves.

For example, try adding unexpected microcopy, interactive visuals, or time-limited offers inspired by guerrilla marketing tactics. These strategies can reignite engagement when your page feels “stuck” in familiar patterns.

Also, don’t forget to test different CTAs and subject lines in your email campaigns and apply those learnings to your landing page. This will help you maintain consistency across the user journey.

Keep testing

Optimization isn’t a one-time process. After every test, measure results against your benchmarks. Did the bounce rate drop? Did conversions rise? Feed those findings back into your workflow and continue testing. Even minor adjustments (such as a headline change or reduced-form fields) can yield compounding improvements over time.

Focus on one or two metrics at a time. Trying to improve everything at once muddies your data. Target a single issue (e.g., low conversions) and isolate the variables that most affect it.

Always A/B test one variable. To ensure clean results, change one variable at a time in each experiment. For example, the CTA wording, not the CTA and the form simultaneously.

Use automation to win back non-converters. For example, if your landing page aimed to promote your new webinar, you can retarget attendees by setting up a workflow that sends follow-up emails, offers a freebie like the webinar’s recording, and personalized incentives based on the data they provided upon signup. This will nurture attendees and create a more personal relationship between you and your brand.

You can also segment audiences by engagement level for smarter remarketing. For example, if someone visited your pricing page but didn’t sign up, create a workflow that triggers an automated email with a “Need help choosing a plan?” message or a limited-time discount. This can turn a missed conversion into a second chance.

Common Landing Page Metric Mistakes To Avoid

Tracking landing page performance is essential. But interpreting the numbers correctly is where real optimization happens. Here are some common pitfalls to avoid to keep your data meaningful and actionable:

• Chasing vanity metrics: High impressions, long scroll depth, or big traffic spikes might feel encouraging, but they don’t guarantee engagement that makes a difference or the conversion rate you want. Prioritize metrics tied to actual outcomes rather than noise.
• Treating industry benchmarks as universal truths: Benchmarks provide direction, not rules. Your audience, offer, and channel mix are unique. Therefore, a “below average” conversion rate might still be healthy for your niche. Use benchmarks as context, not commandments.
• Skipping context behind the numbers: A dip in conversions may have nothing to do with the landing page itself. Seasonality, changes in traffic sources, or an audience mismatch can all impact results. Always pair your metrics with situational context to avoid misdiagnosing the problem.
• Running A/B tests without hypotheses: Making random changes (e.g., a new headline, a different button color, or a shorter form) without a clear hypothesis leads to scattered results. Let data guide what you test and document why you’re making a change, not just what you’re changing.
• Customizing templates but forgetting your branding: Templates are great starting points, but failing to infuse them with your brand’s visuals, tone, and messaging can make your page feel generic. Weak branding confuses users and erodes trust, ultimately affecting conversions.
• Treating all landing pages the same: A page designed for lead generation doesn’t work the same way as one meant for webinar registrations, product trials, or content downloads. Each page type has a unique user intent. Adapt your structure, messaging, and success metrics accordingly.

By avoiding these common traps, you keep your analysis grounded, your optimizations intentional, and your landing pages aligned with what your audience actually needs.

Turning Metrics into Actions

Rome wasn’t built in a day, and the best-performing landing pages aren’t built overnight. They’re built through observation, iteration, and intent. Every data point tells a story about your audience: what attracts them, what confuses them, and what ultimately convinces them to take action.

When you connect those stories, you’re optimizing your landing pages. Each minor adjustment moves you closer to a landing page that truly works for your business and your audience. Data is the map. Insight is the compass. And with the right tools, you’re always one step ahead.

FAQs

Here are some frequently asked questions about landing page metrics and how to track them.

1. What are the most important landing page metrics to track?

The key metrics include bounce rate, conversion rate, average time on page, click-through rate (CTR), form abandonment rate, and page load time. These collectively show how engaging and effective your landing page is at converting visitors.

2. How do I know if my landing page metrics are “good?”

Benchmarks vary by industry. Therefore, you shouldn’t rely on benchmarks alone, but see what performs for your niche and your audience, both in terms of absolute numbers and quality of leads. Always compare results within your niche, not against universal averages.

3. Why is my landing page bounce rate so high?

A high bounce rate often signals slow load time, unclear messaging, or irrelevant traffic sources. Optimize your above-the-fold content, improve page speed, and ensure your ad or email targeting matches the page’s intent.

4. How do I connect my landing page performance with ROI?

Track how many conversions come from each campaign. After that, divide total spend by conversions to find your cost per conversion, then compare revenue against cost to calculate ROI.

5. What’s the difference between CTR and conversion rate?

CTR measures how many users click your CTA button, while conversion rate measures how many complete the intended action. High CTR but low conversion often means your CTA is appealing, but the post-click experience needs work.

What makes a holiday campaign truly stand out? This question troubles many marketers during the busy holiday seasons. Inboxes get so crowded with special offers and season’s greetings that grabbing your subscribers’ attention feels like solving a riddle.

In this guide, we’ll share compelling holiday email examples from notable brands that have found a great formula to boost their holiday email performance. Learn why they’re unique and find professionally-designed, pre-made templates to craft your own email marketing campaigns.

Why You Should Include Holiday Emails In Your Strategy

People spend more during holidays. According to the NRF, per-person holiday season spending in 2025 is expected to reach $890. Considering that email has a significant ROI, with a return of $36 for every dollar spent, leaving this channel out of your strategy would be a heavy loss.

Let’s explore the main benefits of holiday email campaigns:

• Boost brand awareness: The popularity of these emails lets you show your contacts what your brand is made of, by sharing everything from relevant gift recommendations to warm wishes.
• Increase customer loyalty: Sending meaningful and relevant emails to customers can strengthen your relationships during periods when people are most likely to connect with their favorite brands.
• Grow seasonal sales: Product recommendations, holiday gift guides, and unique deals, especially when they’re personalized, can increase your sales during high shopping seasons.
• Drive traffic to your website: Holiday email content that leads users to your website and product pages boosts your sales and familiarizes them with your brand and products.

Ready to load your email marketing calendar with holiday emails to reap these benefits?

Top Holiday Email Examples and Why They Stand Out

Dive into these email examples from popular holidays throughout the year to optimize your holiday email marketing strategy. Learn why they work and replicate some of these ideas:

1. New Year’s Day emails

New Year’s emails show customers and contacts that you wish to interact with them on this meaningful date. Sending “Happy New Year” wishes, sharing resolutions, or promoting your best products can help you connect more deeply with your customers and set the stage for a great year ahead.

Here’s a great email example from OLIPOP showcasing some of their last year’s milestones:

Subject line: Our LAST Email EVER*

Why it works:

• The attention-grabbing New Year subject line stands out from similar campaigns, boosting open rates.
• They expressed their appreciation for their customers’ support and listed three impressive milestones they hit last year.
• Even though it’s not a salesy email, they added a call-to-action leading to their website in case someone wanted to stock up for next year.

Ready to craft your own New Year’s email? This festive template is all you need to send your subscribers your warmest wishes:

Get this!

Pro tip: Focus on reflection rather than aggressive sales. Express your sincere gratitude and use a soft call-to-action to encourage engagement, not instant sales.

2. Valentine’s Day newsletters

We all know the importance of February 14, both for consumers and marketers. To join this love quest, give customers gift ideas for their loved ones or promote relevant Valentine’s Day marketing initiatives (e.g., BOGO offers, self-care recommendations).

It’s best to send those campaigns at the end of January or the beginning of February to ensure gifts can be ordered and delivered on time, especially for eCommerce. Or send last-minute emails with gift cards to subscribers who haven’t purchased yet.

This is an amazing V-Day email example from Clinique:

Subject line: Our top Valentine’s Gifts 💝 Share the love

Why it works:

• The best-selling products at the top, combined with a captivating image, grab subscribers’ attention at a glance.
• The customer testimonials next to the product recommendations build credibility and trust.
• The “picked these for you” section adds a personal touch to this campaign.

Celebrate the season of love with this lovable yet straightforward design that can clearly demonstrate your products:

Customize this!

Relevant resources:

• Top Valentine’s Statistics & Facts For Marketers
• Valentine’s Day Email Subject Lines Customers Love
• Unconventional Valentine’s Email Campaigns
• February Email Planner

3. International Women’s Day campaigns

On March 8, we celebrate International Women’s Day. Many brands seize the opportunity to honor their female customers by sharing limited-time sales, motivational messages, or product recommendations. You should join them, especially if your products or services are made for them.

Check out this amazing Women’s Day example from Everlane:

Subject line: It’s International Women’s Day

Why it works:

• They showcased and honored powerful women from their team to celebrate this special day.
• They found a clever way to promote their clothes without sounding salesy by placing “Shop her look” CTA buttons.
• The shared quotes are inspiring, covering various facets of female strengths and opinions.

Similarly, you can use this pre-made eCommerce newsletter to delight women on this special day:

Tailor this!

4. Easter email newsletters

The average Easter spending was expected to reach $23.6B in 2025. Leverage this trend by targeting your audience with holiday-themed emails. This is especially relevant for eCommerce, retailers, and food and beverage businesses offering Easter products or services.

Here’s an amazing Easter email campaign from Little Sleepies based on this holiday theme:

Subject line: JUST HATCHED: The Cutest Easter Jammies 🐰💜

Why it works:

• The Easter-themed subject line uses clever wordplay to instantly grab readers’ attention.
• The product images at the top spread the holiday cheer and are likely to bring customers to checkout.
• User-generated content serves as social proof, inviting users to join the community.

Combine this template with an Easter-themed subject line to boost your holiday sales:

Get this!

Pro tip: Leverage the playful nature of Easter by incorporating pastel colors, bunny imagery, and engaging seasonal humor into your designs to capture attention.

5. Pride Month emails

June is the official Pride Month. Many brands support the LGBTQIA+ community by sending dedicated email campaigns with ally messages or showcasing products perfect for the community.

Before sending this campaign, ensure your initiative is proactive and not performative. Stand up for this cause throughout the year, not just in June. If you cross that line, your initiative will backfire.

Here’s how Happy Socks delivered their own Pride marketing message:

Subject line: Don’t Miss Pride Month!

Why it works:

• The subject line instills urgency and FOMO to boost open rates.
• The colorful design elements and product images immediately highlight the Pride theme.
• The discount block at the bottom rewards engaged users with an offer.

Here’s a colorful Pride Month template to design your own campaign:

Customize this!

6. Labor Day emails

The first Monday of September marks Labor Day, as celebrated in the US and Canada. It’s the perfect opportunity for your brand to honor the dedication and hard work of the labor force. Connect with your audience in these regions, and share specific deals.

For example, Freaks of Nature delivered a Labor Day email to prepare their contacts for their holiday getaway:

Subject line: Labor Day Plans? Don’t Forget This

Why it works:

• The subject line reflects the email’s purpose and induces FOMO.
• The call-to-action button and copy are very effective.
• Social proof, in the form of testimonials and best-selling info, boosts sales.

Red and blue are a popular color combination for this holiday, making this template a great fit:

Use this!

Pro tip: Use Labor Day to promote quick getaways, end-of-season clearance, or final outdoor gear deals focusing entirely on autumn/winter products.

7. Halloween emails

Halloween kicks off the popular year-end holiday shopping season. In 2025, the average spend per person is expected to reach $114.45, so if you offer related products, don’t miss this opportunity. Plus, this holiday leaves plenty of room for creativity for all brands interested in engaging their audience in a unique, spooky way.

Here’s a great Halloween email example from NOOCI:

Subject line: 🎃 30% OFF: Sustained energy > sugar rush

Why it works:

• The Halloween-themed design and wordplay entice readers to keep reading.
• The social proof leverages the importance of trust to boost seasonal sales.
• The emoji and discount code in the subject line are perfectly delivered to increase open rates.

Customize this creepy-looking template to spook your audience during Halloween. You can also use your own images to create a simpler version:

Grab this!

Relevant resources:

• Halloween Email Marketing: Strategies, Tips & Examples
• Halloween Email Subject Lines

8. International Men’s Day email campaigns

After celebrating women earlier in the year, let’s not forget about the great men in our lives. On November 19, we honor their positive value by showing them our love and appreciation.

This email campaign from Funky Buddha is the perfect example:

Subject line: 🎉Happy International Men’s Day with a gift for you!

Why it works:

• The subject line gets readers straight to the topic, making it easy to open.
• The flash sale and countdown timer create a sense of urgency for subscribers.
• The special offer information is clearly stated to avoid confusing readers.

Customize this template and deliver a great campaign for Men’s Day, perfect for eCommerce:

Use this!

Pro tip: Ensure your email messaging is sensitive and aligns with the appreciative spirit of each international day.

9. Thanksgiving emails

Thanksgiving occurs on the fourth Thursday of November. It’s the perfect opportunity to express your gratitude to your customers for their trust and support. Send heartfelt messages and consider combining them with special offers or gifts for their loved ones.

Athletic Brewing stayed loyal to the holiday theme by using orange for the design.

Subject line: Brew Up Some Thanksgiving Cheer – Shop Now!🍻🍗

Why it works:

• The subject line is holiday-relevant, with a turkey emoji and a “Shop now” invitation to hint at the email content.
• The copy informs readers what they can offer for Thanksgiving Day and directs them to their website.
• They offered extra incentives for exclusive members and displayed them as icons to invite more people to their loyal community.

This template is perfect for this holiday. Write your own gratitude message to warm readers’ hearts:

Tailor this!

Relevant resources:

• Best Thanksgiving Email Examples With Tips
• Best Thanksgiving Email Subject Lines To Convert
• Free Thanksgiving Newsletter Templates

10. Black Friday campaigns

And now off to one of the biggest holiday players of the year, Black Friday. Black Friday emails cannot be missing from your holiday email calendar, according to the attention they demand. Considering how hectic inboxes are around this holiday, it’s wise to follow common email marketing tactics, such as A/B testing, to increase performance.

Here’s a special Black Friday email from Brooklinen. They chose to stick to their brand design and focus on displaying some of the discounted products:

Subject line: It’s Go Time. Black Friday Starts Now!

Why it works:

• They gave their contacts more time to grab their deals and increase their seasonal sales.
• The “Shop the deals” CTA button stands out from the rest of the text to boost click-through rates.
• The referral program is cleverly embedded in this email campaign to benefit from the traffic it’ll generate.

This elegant, minimalist Black Friday template is the perfect design to display your offers. Combine it with a countdown timer to drive more sales.

Try this!

Relevant resources:

• Essential Black Friday Statistics You Need To Know
• Post-Black Friday Email Campaigns: Examples & Tips
• Black Friday Email Subject Lines & Tips

11. Cyber Monday emails

Cyber Monday immediately follows Black Friday, letting online businesses extend their discounts and further boost their earnings.

Check out this amazing Cyber Monday email from Cometeer, which introduced a clever concept: Cyber Mugday.

Subject line: It’s Cyber MUGDAY! Free mugs with every box 🚀

Why it works:

• They shared how much customers will save by buying this deal.
• The option to choose a gift based on the purchased product makes this offer more engaging.
• The mug descriptions help prospects determine which product is suitable for them.

Want to build a vibrant Cyber Monday email campaign? This template’s just for you:

Customize this!

Relevant resources:

• Best Cyber Monday Subject Lines
• November Email Planner

12. Christmas emails

Christmas is one of the most popular shopping seasons worldwide. It’s the best time to deliver festive emails to your contacts with gift recommendations, unique offers, and holiday greetings. Red and gold with Christmas-themed elements prevail, but you can keep these emails in a minimalist tone if a festive style doesn’t fit your brand naturally.

To make your message more targeted and resonant with your audience, use personalization tactics, such as custom fields and segmentation. For instance, add subscriber details (name, location, or interests) through custom fields, and group your audience by behaviors (e.g., past purchases, engagement level, or browsing activity) so each email feels more relevant.

This Christmas email example from Momofuku is ideal:

Subject line: Find the Perfect Gift for Your Favorite Food Lover

Why it works:

• They blended Christmas design elements with their own brand tone organically to delight readers while maintaining a consistent experience.
• The product recommendations and descriptions help prospects find the perfect gift for their loved ones, as noted in the subject line.
• They combined the call-to-action with the rest of the copy to make it more engaging.

‘Tis the season! Tailor this lovely email template with your brand assets to spread the holiday cheer:

Use this!

Relevant resources:

• Christmas Marketing Ideas To Revive The Holiday Spirit
• Christmas Email Subject Lines To Use
• Christmas Marketing Stats To Know

Holiday Email Campaigns: Dos’ and Don’ts

Ready to create holiday emails your audience will find hard to skip? Learn some best practices and what to avoid to meet your holiday marketing goals:

The dos

• Craft attractive subject lines: Experiment with personalization, festive emojis, and a focus on exclusivity or urgency to find the best combo for your audience. You can use an AI writer to help you out.
• Personalize your emails: Segment your list by factors like location or engagement level, and use dynamic content for product suggestions.
• Showcase your unique selling point: Share the value prospects will get by purchasing your products, including free shipping, easy returns, and more.
• Use real urgency and scarcity: Highlight sales deadlines, shipping cutoffs, and limited stock notifications. Consider using a countdown timer for flash sales and last calls.
• Set up automation workflows: Set holiday email sequences in advance, from teasers to last-call emails, using email automation software like Moosend or Constant Contact.
• Track important metrics: Beyond sales, monitor your open and click-through rates, bounce rates, and spam complaints to improve your future strategy.

The don’ts

• Don’t spam your subscribers: If you plan to increase your email frequency during holidays, ensure your email volume doesn’t hurt your deliverability and sender’s reputation.
• Don’t use misleading subject lines: Fake scarcity and exclusivity, or false information, will confuse or, worse, repel subscribers.
• Don’t contain large images: Large files can be blocked from spam filters or fail to load. Always add a plain-text version to secure a good user experience.
• Don’t ignore unsubscribes: Add an unsubscribe link and share your preference center to respect readers who want to opt out.
• Don’t send bulk emails: Irrelevant holiday offers and content can lead to lower engagement and conversions.
• Don’t be over-salesy: Mix holiday wishes with sales emails to show gratitude to subscribers regardless of items in their carts.

Build Your Next Holiday Email

Hopefully, you now have all the inspiration needed to deliver compelling holiday emails. Start planning your calendar early on to avoid last-minute crises. And remember, teamwork makes the dream work. This also applies to the software you onboard in the process, including your CRM and email marketing service.

We wish you and your customers a happy holiday season, all year long!

FAQs

Here are some frequently asked questions regarding holiday emails:

1. When should I start sending holiday emails?

For the year-end holiday season, start sending in late October/early November to cater to consumers who prefer to purchase holiday gifts early.

2. What makes a great holiday email?

A great holiday email includes festive content, relevant product recommendations for each holiday, and a compelling subject line that drives high open rates.

3. How do I segment my email list for the holiday season?

First, analyze past performance to spot important distinct criteria, such as engagement or product preferences. Then, create targeted holiday content for each segment.

If email marketing were a movie, email spam filters would be the villain. At least, that’s what many guides suggest. But are spam filters really the bad guys? Or helpful tools that show you how to become a better email marketer?

We’re standing for the second case. Spam filters are there for a reason: to protect users from low-quality, suspicious, or unsolicited messages.

From a marketer’s perspective, they set boundaries that help you create relevant, trustworthy, and authentic content for your audience.

So, this isn’t a post on how marketers (or potential spammers) can outsmart these systems. Instead, we’ll look at how they work.

We’ll also focus on how real senders can comply with best email practices and anti-spam requirements by investing in clarity, relevancy, and transparency.

How Email Spam Filters Work

In short, spam filters analyze each message that tries to reach the inbox. The legitimate ones get through, whereas unwanted emails like phishing attempts end up in spam or are rejected.

Email service providers, such as Gmail, Outlook, and Yahoo, use spam-filtering technology to keep malicious emails out of recipients’ inboxes. They rely on multiple signals to decide whether to deliver or block a message.

Here are the most common types of spam filters for email:

• Content filtering: These filters analyze everything within the email to determine whether it’s legitimate. These include spelling errors, spam trigger words, text-to-image ratio, links, and layout.
• Rule-based filtering: Inbox providers or users set predefined rules, like blocking certain keywords, senders, or attachments, to allow email delivery. If an email matches any of these, spam filters don’t let it through.
• Blocklist filtering: Before delivering a message, providers check the sender’s reputation against a known blacklist. If the sender has been flagged as spam in the past, email clients will block any messages from them.
• Engagement signals: ESPs track how subscribers interact with a brand’s emails, including both positive and negative signals. For example, a negative action may be an unsubscribe or spam complaint. On the contrary, a subscriber opening or moving an email from spam to the inbox is an indicator of trust and interest.
• Authentication protocols: Authentication filters check whether the sender’s domain is verified using authentication systems like SPF, DKIM, and DMARC. If these protocols aren’t properly configured, the campaign will likely land in spam.
• Language and country filtering: When subscribers receive an email written in a foreign language (and this doesn’t match their preferences), these filters may move it to spam. The same goes if recipients want to filter messages from certain countries.

Keep in mind that inbox providers won’t rely on just one method. Instead, they combine several filtering systems to detect and block threats.

Also, there’s no way of knowing the specifics of each spam filter. Because if we did, it would allow spammers to adjust and bypass their rules in no time.

So, the key isn’t to trick spam filters for email. Rather than that, you must focus on creating emails that align with your subscribers’ preferences and ISPs’ standards.

Spam Filter Best Practices to Get Emails into Inboxes

Sometimes, email spam filters will send even trustworthy emails to spam folders. But it’s also true that the more your subscribers engage with your campaigns, the more servers trust you as a sender.

Therefore, instead of working against or around spam filtering, you should learn from their rules and avoid any tactic that triggers them or annoys your audience.

1. Invest in a trustworthy email platform

Everything starts with your sending infrastructure. A reliable solution comes first because it directly affects your email deliverability and sender reputation. That’s why you need to review the features of any email software before committing.

This is what to look for:

• High deliverability: Read user reviews and visit tool testing platforms to check how each solution scores in terms of deliverability. Also, check if there are deliverability experts who may guide you if needed.
• IP and domain management: Email platforms should provide a pool of trustworthy IP addresses that you can use to send emails. Make sure they have options for dedicated IPs when required, for example, for time-sensitive campaigns.
• Email authentication protocols: Look for a tool that helps you configure SPF, DKIM, and DMARC authentication, offering records, built-in setup, and helpful resources.
• List building and hygiene: Ensure GDPR-compliance when adding subscribers to your list with processes like double opt-in and easy unsubscribe. The software should also handle spam complaints and bounces so your list stays clean.
• Performance reporting: It’s important to have access to detailed email analytics to keep track of inbox placement and engagement. These give you a clear picture of your campaign performance, helping you identify bottlenecks and optimize.
• Compliance and certifications: To ensure inbox placement, use an email tool that complies with regulations like GDPR and the CAN-SPAM Act. Also, certifications such as CSA and M3AAWG verify that senders meet technical standards for inbox placement.
• Spam testing: Some platforms allow you to run spam checks before sending. Spam testing warns you if your email content is likely to trigger spam filters, catching errors before they become deliverability issues.

2. Authenticate your domain

Security checkpoints in airports verify who you are and that you’re there just to travel. Similarly, email clients use authentication protocols to confirm that an email comes from a legitimate sender.

With email authentication, you prevent cybercriminals from using your domain and reaching users. That way, you keep your sender reputation intact, subscribers are protected against scams, and your emails fulfill their purpose.

Let’s take a look at the main email authentication protocols:

• Sender Policy Framework (SPF): SPF tells filtering systems which IPs are authorized to send emails from your domain. Adding an SPF record to your domain’s DNS helps mail servers confirm that your brand owns that domain and can deliver emails from it.
• DomainKeys Identified Mail (DKIM): This method adds a digital signature to the email header, associating the message with a specific sender. Email providers check the signature before delivering emails to verify the sender and protect users from spam.
• Domain-based Message Authentication, Reporting, and Conformance (DMARC): DMARC adds an extra layer of security by setting policies for handling emails that fail SPF and DKIM checks, allowing servers to block fraudulent messages.

Each platform has a unique process for email authentication. For instance, Moosend users can set up these records directly through their account settings:

As mentioned, though, your email solution shouldn’t just require authentication, but also offer help. So, make sure to browse their Help Center documentation to ensure proper configuration.

No matter which software you use, you can use free tools to check your DMARC authentication records in a few seconds.

3. Send to people who’ve given you consent

What’s a surefire way to trigger a spam complaint? Emailing people who haven’t given you consent. Buying contacts might sound like a quick growth hack, but it only brings distrust and a damaged sender reputation.

Your brand could even end up on a blocklist, as most of them flag IPs involved in unsolicited messaging. Besides that, purchased lists often contain spam traps, which, once hit, may get your domain blacklisted.

Instead, invest in growing your list organically. Organic lists are more engaged because people who give you permission to contact them want to see what you offer. So, they’ll be eager to open, read, and act on your emails.

Plus, organic lists offer clearer performance insights. When all you have are contacts you bought, you can’t know if your content is the reason for low engagement.

But if opt-in subscribers don’t open your emails, your safest bet is to improve your subject lines, not question the list quality.

Now, how can you grow your list organically? Here are some effective strategies:

• Include visible yet not intrusive newsletter signup forms on your website.
• Ask for people’s email addresses in return for giveaway and contest entries.
• Incorporate “Sign Up” buttons into your social media pages.
• Capture email addresses through a webinar registration form.
• Collect email addresses offline, e.g., at industry conferences or your physical stores.
• Offer downloadable resources that people get for free by sharing their email address.

In this event registration form, LearnWorlds keeps things simple by asking for the essentials: the visitor’s full name and email address. The copy is clear and short focusing on the event’s takeaways and the outcomes expected when using their latest features.

4. Make your opt-in confirmation email count

Let’s start by stating the obvious: a double opt-in process is a must-have for clean, high-quality lists. With it, people confirm their registration by clicking on a link in a dedicated email.

Passing through this step shows genuine interest on their part. So, if your emails meet audience expectations and needs, you’ll get interactions and show mailbox providers that your emails are relevant.

You might think it’s a typical email, but it doesn’t have to be plain. Minimalistic and straightforward is the way to go with signup confirmation emails.

Also, they can serve more purposes than this one, such as increasing brand awareness or amplifying your reach.

Let’s see some examples of what you can do with them:

• Remind people of the perks of being a subscriber
• Let them know what’s coming next
• Inform them about the email frequency
• Include a short mission statement to help them understand what your brand stands for
• Share contact information or links to customer support and FAQs so they can reach out in case of questions or issues
• Add links to recent and popular blog posts
• Invite subscribers to join your social media channels

Whatever you choose, make sure it doesn’t distract them from the main campaign objective, which is to confirm their email address. Keep any additional information or action subtle, ensuring it’s the supporting actor, not the email protagonist.

Nomadic Matt’s subscription confirmation email centers on a clear, prominent CTA. A few short phrases are enough to set expectations and open the door to a two-way conversation without overwhelming the reader.

Subject line: Please confirm your email!

5. Segment your audience to send personalized emails

Opens, clicks, forwards, and conversions tell email clients that your audience cares about your campaigns.

To get this kind of engagement, you need to deliver relevant and valuable content that resonates with each subscriber’s interests and behavior.

The thing is that one out of four SMBs struggle with sending the right messages to their customers. That’s because not every subscriber has the same needs or preferences, so one-size-fits all emails rarely resonate.

List segmentation is the missing piece of the puzzle, helping marketers match each message to the right recipient.

With it, you build small audience groups using different rules, like demographics, likes, psychographics, patterns, etc. There’s no limit to the data points you can combine to create hyper-personalized email campaigns.

Let’s explore Asana’s website, where users can download a free social media calendar template after filling in their role, job function, and intended use.

If the visitor selects individual contributor, project management, and content calendar, how can the brand use that data to create segmented campaigns?

They could follow up with targeted emails featuring step-by-step content calendar guides, premade project tracking templates, and collaboration tips.

This approach helps Asana start the relationship on the right foot, adding value and solving pain points with tailored, practical resources. The result? Increased satisfaction. And satisfied subscribers don’t hit “unsubscribe” or “mark as spam.”

6. Keep your email list healthy

We talked about how to grow your subscriber base the right way. It doesn’t end there, though. A high-quality list is like a tree in need of regular pruning to stay healthy. By taking away what no longer serves the tree, you leave room for the healthy parts to flourish.

Just like unproductive branches weigh down a tree, disengaged subscribers who ignore or delete your emails may damage your sender reputation and affect your relationship with active subscribers.

And as this builds up, email clients start filtering your campaigns out of those inboxes. Here’s where email list cleaning works like pruning, preventing the decay from spreading to healthy branches.

Let’s see what you should do to keep your list clean and growing:

• Use email verification tools to ensure all email addresses on your list are valid.
• Set a list-cleaning schedule (like quarterly or biannually) and stick to it.
• Decide on what counts as an inactive subscriber and create a dedicated segment.
• Monitor email analytics regularly to identify disengaged recipients.
• Leverage email automation to send a re-engagement email campaign after a certain period of inactivity.
• Add a compelling incentive to win dormant subscribers back using insights like their browsing or buying history.
• Ask inactive contacts if they prefer to unsubscribe or update their email preferences.
• Make it easy for them to unsubscribe and respect their choice.
• Remove inactive recipients from your database in case they take no action.

7. Write informative and clear subject lines

A great subject line offers context, so recipients know what your email is about. But it’s not just about email open rates. Vague, deceptive, or salesy subject lines are a threat to your overall email strategy.

Under email laws such as the CAN-SPAM Act, marketers aren’t allowed to use subject lines that don’t reflect the email content. Those who don’t comply may face consequences, including penalties.

On top of that, mailbox services filter your email’s subject, looking for spam trigger words, phrases, or tactics. If it seems suspicious, they’ll send your campaign to spam, and so will your subscribers if something feels off.

Wondering what a spammy or deceptive subject line looks like? Let’s find out:

• Writing in all caps or adding excessive punctuation, especially exclamation marks
• Using spammy phrasing, such as “cheap,” “buy now,” “no fees,” etc.
• Misleading subscribers with false promises or anything irrelevant to the campaign goal
• Making your subject line more than 50 characters long
• Neglecting personalization, for example, not including the recipient’s name or an action they took
• Sounding pushy without conveying value
• Using jargon and confusing language that your recipients can’t relate to
• Not performing A/B tests to see which tactics drive engagement

Still unsure whether your subject line will make it past spam filters? No worries, just pick a subject line tester and check how your subject lines perform.

Some of these tools compare them across industry averages or offer optimization suggestions, too. The best part? You can use most of them without creating an account.

Chewy’s browse abandonment email uses the recipient’s history to target them with a relevant promotion.

The subject line communicates the email objective, reminding subscribers of their action and prompting them to order. Simple, short, personalized, and informative, just like the email itself.

Subject line: Your browsed items are order-ready

Other Common Pitfalls to Avoid

Besides following these email tactics, you also need to avoid certain mistakes that may damage your relationship with ESPs and your audience. Let’s see the checklist:

• Warm up your IP: When you have a new IP address, you can’t just send bulk emails from day one, since email clients will treat it as a red flag. Instead, start small and gradually increase the email volume over time, giving ESPs the time to trust you.
• Keep a consistent sending schedule: Regular, consistent email sends help you maintain a positive sender reputation. On the flip side, delivering emails too often or too rarely, or changing your email frequency too frequently, may affect your deliverability.
• Consider text-to-image ratio: Adding too many images to an email or sending all-image emails are tactics associated with spammers and may raise red flags with spam filters. So, keep a balance between text and images, aiming for a 60:40 ratio.
• Sound confident: Remove words or phrases that sound pushy or desperate. Opt for clear and persuasive language that explains what’s in it for your audience instead of tricking them into acting, just like a spammer would do.
• Keep formatting clean: Structure your email content for readability, using white space, short paragraphs, clear headings, and scannable sections.
• Use links wisely: Links are usually essential to direct subscribers to your website or a dedicated landing page. Having too many of them, though, looks spammy. Stick to a few URLs that align with your email purpose. Also, always check for broken links since they hurt the email experience.
• Send from a reply-to address: With a reply-to email address, you offer people a way to respond to your emails. Subscribers don’t send back to spammers, so mailbox providers can instantly tell you’re a legitimate sender that they want to hear from.
• Avoid attachments: Spammers use them to send malware, so email filters are likely to reject emails with attachments. If you want to share helpful tips with subscribers, include links leading to the resource or incorporate the advice in the email copy.
• Test and preview your content: Before hitting send, use your email platform’s spam testing and preview tools to ensure your campaigns don’t trigger filters and render correctly across devices and email clients.

Turning the Enemy into an Ally That Wins You the Inbox

Email spam filtering isn’t the enemy. Spammers are. What spam filters do is set rules so that subscribers and businesses can engage in transparent, meaningful conversations.

Therefore, you’d be better off adjusting your strategy to comply with spam filtering restrictions rather than trying to bypass them. Some of the actions might sound time-consuming or technical.

However, you’re halfway there by investing in a reliable email solution with high deliverability and all the tools you need to send trusted messages.

Ultimately, it’s not more complicated than adhering to email best practices, as you probably already do. And what’s behind every email practice in the book? The subscribers. As long as your audience is satisfied with your messages, so are email providers.

So, make subscriber experience your top priority, stick to delivering value, and your email campaigns will keep finding their way into the inbox and into your audience’s hearts.

FAQs

Now it’s time to answer some common questions on spam filters for email:

1. What are email spam filters?

Email spam filters are systems that identify emails containing unsolicited or potentially dangerous content. They protect users from malware, scams, and deceptive messages by using a variety of factors to classify emails based on the filter type or server used.

2. Why are spam filters important?

Spam filters act as gatekeepers, helping inbox providers sort incoming emails. They allow legitimate emails from trusted senders to reach their destination while keeping harmful ones out. Passing spam tests is the first step in getting your emails in front of recipients; therefore, it is a prerequisite for positive results.

3. Is using shared email addresses a potential spam risk?

Several parties use shared email addresses. So, if any of the senders abused them, they might come with a poor reputation. But when you partner with trustworthy email marketing software, it’s highly unlikely to face that since they take proactive measures to ensure shared addresses aren’t associated with spammy practices.

We all experience Monday blues from time to time. But there’s a specific Monday that can make that feeling go through the roof, leaving us feeling melancholic.

Blue Monday is often seen as the epitome of the January blues, prompting us to seek relief and lift our mood. Consequently, many brands have begun connecting with their target audience on this day to brighten their spirits through various initiatives.

In this guide, you’ll learn why adding a Blue Monday email to your marketing calendar is a great idea, and get tips to engage your audience through these messages. You’ll also find examples from notable brands and pre-made templates to craft your own Blue Monday campaigns.

What is Blue Monday?

Blue Monday typically falls on the third Monday of January and is referred to as the most depressing day of the year. In 2026, it will occur on January 19 and in 2027 on January 18. Even though there’s no scientific evidence to back this up, it has, over the years, become a cultural phenomenon.

Blue Monday was created by psychologist Cliff Arnall in 2004. Sky Travel asked him to find a formula for the bleakest day of the year. The goal was to encourage people to book their summer holidays on that day and boost sales.

Even though it started as a marketing gimmick, Blue Monday was widely accepted because there’s some truth in it. Poor weather, seasonal depression, post-holiday debt, or failed New Year’s resolutions make this myth feel like reality. It’s like a self-fulfilling prophecy.

Why Blue Monday is an Opportunity for Brands

Many people who believe in this narrative use this day to focus on their well-being and mental health. As a result, many brands choose to support them, offering encouragement, positive messages, or even special campaigns.

Here are some of the top reasons to craft Blue Monday emails:

• Build trust with your subscribers: Supporting your audience on a tough day and genuinely caring for their wellness can boost their engagement with your brand. Plus, this campaign can increase your credibility when crafted wholeheartedly.
• Boost brand awareness: Special promotions and valuable content can bring more people to your brand, driven by an intent to connect with someone authentically and a need to feel seen.
• Differentiate from your competitors: Creating and sharing kind messages that show you care for your subscribers makes you stand out from competitors, especially if the tone isn’t salesy.
• Drive sales: If you run an eCommerce store, you can leverage the Blue Monday theme by sharing discounts or special promotions to cheer up subscribers. This way, your promotions become more meaningful.

But to reap all these benefits, there’s an important prerequisite. Your emails should come across as proactive and purpose-driven, rather than performance- or sales-oriented.

Best Practices for Impactful Blue Monday Emails

Ready to find your own perfect formula to create an effective Blue Monday email marketing strategy? Follow the steps below.

1. Choose an email angle

Let’s start with your campaign goal. What do you want to achieve through Blue Monday emails? Are you looking to drive more sales or share a warm email with your audience to boost brand awareness? Your goal should be clear so that you can communicate it effectively.

Once you’ve decided whether your email is promotional or nurturing, choose an angle that resonates with your audience to grab their attention. Understand their needs to choose a perspective that matters to them.

Here are some themes to brainstorm with:

• One-day promotions to boost their dopamine
• Positivity quotes to reverse their melancholy
• Initiatives to connect with the community, such as volunteering
• Humorous email storytelling to tackle the blues
• Self-care tips to connect with their inner selves

Find your favorite concept and sit down with your team or an AI assistant to determine the best way to bring it to life through a gentle yet impactful email campaign.

2. Offer valuable content and promotions

Some brands add “Blue Monday” to the email subject line to boost their seasonal promotions without putting in extra effort. While this is a viable option, you miss a valuable chance to genuinely connect with your audience.

Instead, ensure that your email message and content reflect the day’s theme. Promote products that can truly impact someone’s well-being or mood, or package them in a way that inspires action. No matter your angle, make sure your tone is authentic.

Keep in mind that it’s not all about what you offer, but how you offer it. Ensure your caring intent is visible throughout your content, even at a glance.

For example, BIKO announced their Blue Monday free shipping offer using phrases like “To make you a little less blue” and “lift your winter spirits,” adding a gentle tone to a promotional email:

Subject line: Treat Yourself This Blue Monday

3. Personalize your email campaigns

To create more targeted emails that will delight your readers, personalization should be your go-to tactic. You can start simply by adding the recipients’ names in key placements, such as the subject line or email introduction.

You can also use behavioral or personal data to make more informed decisions. For example, you can add product blocks to send more personalized promotions to your audience based on products they’ve recently browsed. Who wouldn’t love to receive a special offer for something they really want to light up a gloomy day?

Finally, segmentation lets you send different emails to subscribers based on shared characteristics, such as location or funnel stage. For example, send VIPs special offers to boost their brand loyalty, and provide self-care content to new customers who’ve recently converted, showing your values and earning their trust.

To streamline these processes, you can use email marketing services like Moosend or Constant Contact. They come with valuable personalization features, such as dynamic content, audience filters, and automated workflows based on user behavior.

Try Moosend for free

4. Set up an automation workflow

Sometimes an email isn’t enough, especially if you want to promote specific products to increase your sales. Through email automation, you can create email sequences and nudge your contacts at meaningful times.

For example, you can announce a flash sale on Blue Monday and schedule a gentle reminder for people who haven’t purchased to boost conversions. Automating emails can also save you time to prepare for upcoming campaigns, such as Valentine’s emails, without compromising quality.

Another great content-oriented idea is sending a pre-Blue Monday email with weekend self-care tips to help people start their Monday on a positive note. Then, send another email on Blue Monday, highlighting the importance of staying present and practicing self-kindness on tough days.

Finally, keep in mind that many email automation platforms offer pre-made recipes, which help users craft those sequences easily by following the if/then logic.

5. Adopt an empathetic tone

Your Blue Monday copy is unlike any other. It should signal to subscribers that you deeply care about them and that you’re there to support them when melancholy hits.

Put yourself in their shoes and consider their perspective:

• What do they need to feel better?
• How can you offer it to them?
• Is a flash sale enough, or should you also invest in content?

Make sure that the visual assets you use also align with the theme. For example, replace happy smiles with graceful or reflective facial expressions that they can resonate with. Otherwise, you risk sending mixed signals that will confuse readers about the purpose of your campaign.

Overall, empathy in emails is not just a good-to-have element. It can help your reader trust your content and feel safer.

6. Remove salesy language

Since Blue Monday campaigns aim at making subscribers feel better, avoid adding salesy elements, even when launching flash sales or offers. While countdown timers and urgent calls-to-action usually increase conversions, they may put readers in the exact state of mind they try to avoid on Blue Monday.

Instead of inducing urgency and FOMO, adopt a gentler tone when mentioning the expiration dates of your promotional offers. Plus, replace clock and hourglass emojis with zen or heart symbols to set a calm mood right from the subject line.

Interested in experimenting with different copywriting tones? Use an AI writer and find the best version that will make sense to your audience on this special day.

Email Examples to Inspire Your Blue Monday Campaigns

Explore these email campaigns from great brands to get inspired before crafting your Blue Monday emails.

Displate

Subject line: 💙 Blue looks best on metal!

The poster brand Displate sent a special offer to their email contacts to cheer up their day.

Why it works:

• The subject line directs readers straight to the email topic, capturing the attention of highly interested subscribers.
• The special discount (up to 30%) is placed at the top to maximize visibility. It’s also repeated in the CTA button to drive more clicks.
• The email body highlights the deal’s intent to shake off the blues with a splash of color.
• Important information about the offer, including the end date and redemption code, was highlighted to offer potential customers peace of mind.

Body Shop

Subject line: 20% off weekend treats 💙

Check out this beautiful pre-Blue Monday email from The Body Shop and create a similar campaign to deliver positive vibes to your subscribers’ inboxes:

Why it works:

• The subject line informs recipients of the email’s main incentive (20% off) to encourage them to open it.
• They included the discount information, a redemption code, and a link to their best sellers to drive more clicks.
• The diverse product recommendations cater to various preferences and needs, ensuring there’s something for everyone.
• Each recommendation has a brief product description and a beautiful image for a richer experience.

Wonderbly

Subject line: Exclusive 20% off for 48 hours

Wonderbly, a brand that sells personalized kids’ books, shared a discount with an exclusive member list around Blue Monday.

Why it works:

• The word exclusive makes readers feel special and more likely to interact with the email.
• The email body emphasizes the importance of finding small pleasures to help you persevere on gloomy days.
• Below the primary CTA, recipients can find added product recommendations for different tastes, followed by “Customize me” buttons to boost conversions.

Van Gogh Museum

Subject line: Hopeful

Looking for an inspiring post-Blue Monday email example? This email campaign from the Van Gogh Museum is the one.

Why it works:

• The collection of Van Gogh quotes brings hope and inspiration to readers during a “tough month.”
• They added a beautiful Van Gogh painting and chose an orange-and-yellow color palette to make this campaign feel more hopeful and appealing.
• They mentioned three reasons why Van Gogh is the perfect Blue Monday antidote, each linked to inspiring words, colorful paintings, and recognition.

GUESS

Subject line: Blue Monday | Smile for an Extra 20% off

If you’re a fan of simpler promotional emails, check out how GUESS chose a different angle for their Blue Monday campaign.

Why it works:

• With the catchy headline “Turn the blue to cool,” they immediately introduced their unique angle.
• The listed product recommendations in blue relate to the day’s theme in a unique way.
• The extra incentive at the existing sale is mentioned in the subject line and above the footer to grab readers’ attention.

Extra reading: January offers more opportunities to connect with your audience. Have a look at our January email planner to find out more.

Pre-made Email Templates for Blue Monday Emails

Looking for pre-made email designs to craft your next Blue Monday email? Check out these pre-made templates and easily customize them with a drag-and-drop editor.

Just sign up for a Moosend account or request a 30-day free trial to explore the platform.

Mental health resources template

Grab this mental health template and tailor the copy, visuals, and brand colors. The blue shades make subscribers resonate more quickly with the theme.

Use this template

Extra reading: Get inspired by these Mental Health Day email examples to deliver a campaign that can truly move your audience.

Product recommendations email template

Promote your product recommendations, and Blue Monday offers using this beautiful email template, focusing on product images and descriptions to help subscribers decide what’s best for them.

Customize this design

Blue Monday message newsletter template

Even a kind message sent from the heart can make a true difference on gloomy days. Grab this template and tailor it based on your brand’s tone:

Tailor this template

Paint Blue Monday with All Colors

If you decide to send Blue Monday email campaigns, make sure to stick to the day’s special themes and deliver them in an empathetic tone. Add hope and optimism to your subscribers’ tough days to get into their hearts.

Also, feel free to think outside the box and choose a unique angle to make a bigger impact. These seasonal days leave plenty of room for imagination. Just make sure that human connection is always your compass.

FAQs

Here are some frequently asked questions regarding Blue Monday emails:

1. Can I use urgency in Blue Monday emails?

Blue Monday emails are made to reduce stress and make readers feel lighter. Aggressive sales language and countdown timers can undermine your intent or empathetic tone. Instead, mention the offer’s expiration date to inform them.

2. When is the best time to send Blue Monday newsletters?

Start on Friday and the weekend before the actual date with a teaser and self-care tips to survive the day. On Blue Monday, send the promotional offer or kind message, and consider sending a post-Blue Monday follow-up campaign to extend your offer.

3. How can I make my Blue Friday email feel authentic?

Align the offer with the theme of the day by sharing products or services related to self-care and wellbeing. Use gentle colors and reflective visuals, and write copy that focuses on human experience rather than sales.

If you run a small business, you’ve probably been there: posting on social media, boosting a few ads, and hoping something sticks.

Maybe you’ve watched likes and reach drop, and engagement fade even though you’re doing everything “right.” The good news is, it’s not you. The problem lies in the algorithm and the flood of AI-generated content, which makes standing out even more challenging.

That’s the reality for many small business owners. You put your heart into your work, but feel invisible online. What you really need isn’t another platform but a way to reach people who already care about what you do. That’s where email comes in, and today, we’ll see how it can help your business grow.

Just ask Mrs. Maria, my mother’s best friend, who learned that lesson the hard way after opening her first candle shop.

The Perspective of a New Small Businessperson

When Mrs. Maria opened her first shop, she wasn’t new to hard work, but she was definitely new to marketing.

At first, she did what everyone told her to do. She took photos of her candles, created a Facebook account, and started posting her pictures. For a while, it was exciting. Friends liked and shared her posts, strangers left heart emojis, and Mrs. Maria thought, “So this is how you build a following.”

But then the posts stopped reaching people, sales dropped, and every new post felt like screaming into the void. Mrs. Maria didn’t understand why her photos got fewer and fewer views.

“Maybe I’m too old for this,” she said once, half-joking. After all, she was in her mid-fifties when she decided to follow her dream of running her own business. Still, she continued trying by printing flyers, creating a loyalty card, and even hosting a giveaway on Instagram. Sadly, nothing stuck.

It wasn’t until a customer asked, “Can you email me when you restock the cinnamon candles?” that something clicked. Mrs. Maria started collecting addresses in a small notebook by the register. A few months later, she sent her first message with the subject line: “Our New Scents for Winter Are Here!”

That single email started bringing back her regulars and a few new faces who’d forwarded it to friends. It wasn’t instant success, but it was the first time Mrs. Maria felt in control.

Email allowed her to communicate directly with her customers, without algorithms or ads getting in the way. But how do you get there yourself if you have limited knowledge or resources?

The Reality of Promoting Your Small Business

Mrs. Maria’s story isn’t unique. Most small business owners start just like her, running everything alone without a big agency, hoping social media will do the heavy lifting.

When that doesn’t work, they often turn to email, but only for the basics, such as order receipts, shipping updates, maybe a “thank you for your purchase.”

I’ve seen this happening quite often. A small brand I recently ordered from sends me only email receipts. There are no updates, tips, or new arrivals to remind me why I loved their store in the first place.

It’s easy to think email is just for confirming a sale, but that’s only half the story. When used effectively, email helps you stay connected after the initial purchase, just as Mrs. Maria did with her simple “new scents for winter” message.

However, it takes time to get there. For most small business owners, email marketing isn’t the first thing that comes to mind when they start their business.

Here’s what their marketing journey usually looks like:

• Word of mouth: Start by telling friends, neighbors, and anyone who walks into your shop.
• Social media: Open an Instagram or Facebook page, post photos, and wait for engagement.
• Paid ads: Boost posts or run a small ad campaign. This brings clicks, but few loyal customers.
• An online store: Create an e-shop to make things easier, and that’s when email quietly enters the picture as order confirmations and receipts.
• Finally, email marketing: You realize you can use those same inboxes to share updates, promote new products, and keep people coming back.

While it may seem logical, this journey isn’t ideal. Many realize too late that email marketing could’ve supported their growth much earlier, helping them build a loyal audience from day one.

Still, it’s a common path, and by the time most business owners get there, they’ve learned that visibility fades, but connection lasts. And that’s exactly what email marketing offers.

What are Marketing Emails?

By now, you might realize you’re already using email in your business without thinking about it. Every order receipt, shipping update, or booking confirmation you send is what we call a transactional email, a message that keeps things running smoothly and gives customers peace of mind.

But there’s another side to email that’s just as powerful: marketing emails. These are the friendly messages you send to connect, share news, or bring customers back. That’s precisely what Mrs. Maria discovered with her “New scents for winter” email.

Here’s another example from Royalty Soaps, a small business using the same approach to promote new products in a fun, personal way:

Now, you might wonder, “Can’t I just send marketing emails from my personal account?”

You can, and it’s a good way to start, but sending from a personal email address has limits: you can reach only a small number of contacts, and your messages can easily end up in spam since you don’t have the proper settings in place.

On the other hand, a dedicated email marketing tool for small businesses will help you do more. For instance, add your logo, schedule messages, personalize offers, and even see who opened or clicked. It’s how you turn a simple message into a profitable marketing channel that grows with your business.

We’ll see more about the tools of the trade later on. Now, let’s focus on why email can be an ally to small businesses and how it compares to other channels.

Email Marketing vs Other Popular Channels

As mentioned above, by the time most small business owners discover email marketing, they’ve already tried almost everything, maybe even a few ads if their budget allows.

Each of these channels has its place, but they don’t deliver the consistency or control a growing business needs.

Here’s how email compares to the ones most small businesses start with:

	Benefits	Drawbacks	How email compares
Word of Mouth	Builds trust through personal recommendations.	Works at first, but growth is slow and unpredictable.	Email helps you scale that trust by reaching everyone who already knows and loves your business.
Social Media	Quick visibility and creative freedom.	Algorithms decide who sees your posts, while reach can drop overnight.	With email, you own your audience. Every subscriber chose to hear from you.
Paid Ads	Can drive instant traffic and sales.	Results depend on your budget. Stop paying, and visibility disappears.	Email remains effective after the initial click via reminders, updates, and repeat sales.
SMS	Marketing Fast delivery and high open rates.	Limited space. Too many texts can feel intrusive.	Email gives you more room for storytelling, visuals, and links, making it ideal for building long-term engagement.
Email Marketing	Direct, personal, and cost-effective communication.	Requires consistency, but grows stronger over time.	N/A

How Email Marketing Benefits Small Businesses

Unlike social or ads, email doesn’t rely on trends or budgets. While it may not be as impactful as a viral social media post, it gives you something far more powerful: email list ownership.

Instead of shouting in crowded feeds, you’re showing up in someone’s inbox after they opted in to receive your messages.

Beyond that, email gives small businesses a few more benefits:

• Consistency: You don’t need to chase the next viral post or guess what time the algorithm will “like” you. A simple weekly email with your new products, seasonal menu, or store updates keeps your name in front of customers without the pressure of daily posting.
• Low-cost growth: Some platforms start at just $9 a month, so you don’t need a big budget to get started. That’s less than a single boosted post.
• Personalization: Just as you know a regular customer who always buys the same candle scent, email lets you do the same digitally. You can suggest products they’ll actually like, from recommending relevant items to giving loyal shoppers early access or a thank-you offer.
• Automation: When you’re busy packing orders or managing your store, automation handles follow-up tasks for you, like nurturing new subscribers, reminding customers about restocks, or sharing care tips for their last purchase.
• Customer loyalty: You can’t possibly remember every customer’s birthday or milestone, but email can. A quick “thank you for supporting us this year” or an automated birthday discount makes people feel appreciated and more likely to shop again.
• Insight and control: With email, you can tell which products get the most clicks, what time people read your emails, and what drives them back to your shop. This way, you can not only improve your marketing strategy but also your customer experience and your entire business operations.
• Scalability: Whether you’re writing to 20 customers from your small studio or 2,000 from your online store, the effort stays almost the same.

In other words, email grows with your business and meets you where you are, even if that’s just a notebook by the register, like Mrs. Maria.

Of course, it can’t replace the warmth of an in-store chat, but it’s the next best thing, letting you maintain that personal connection even when customers aren’t standing in front of you.

How to Approach Email Marketing as a Small Business Owner (with or without Experience)

The first step in getting started with email marketing isn’t mastering design or automation, but rather getting comfortable with the basics. Start small and focus on establishing habits that align with your business’s needs.

Choose a small business-friendly email tool

If you’ve never used an email marketing platform before, don’t worry. This is the fun part. You can try different tools for free before you commit to anything. Most small businesses do exactly that until they become familiar with email creation. It’s a zero-cost practice, and every test helps you understand what you like.

Start with a free plan or trial and see how it works for you. Once you’re comfortable and ready to grow, you can explore paid options, and even then, the cost stays low. Considering that email brings an average return of $36 for every $1 spent, you’ll soon see it pay off.

Now, when testing tools, look for something simple and intuitive, especially if you’re doing everything yourself. The best platform for you isn’t the one with hundreds of features or the one your experienced business friend recommended. Your brand has specific needs that you only know and understand, so initially, aim for:

• A drag-and-drop editor to design emails easily.
• The option to connect your online store or website.
• Sign up forms to start building your list.
• Segmentation features to organize your customers.

Some platforms, like ActiveCampaign, may be powerful but can feel overwhelming when you’re just starting. Others, like Constant Contact or Moosend, are designed for small businesses, prioritizing simplicity, a clean editor, affordability, and scalability as you grow.

Try Moosend’s editor

So, try a few small business-oriented platforms, send a test email, and see which one feels right. The goal isn’t perfection, but finding a tool that lets you focus on your message, not on figuring out how to use it.

Question: “Can I do email marketing completely free forever?”

Technically, yes, but free plans come with limits. For instance, MailerLite’s free plan allows you to reach up to 500 subscribers, which is ideal for the start. But as your list grows, those limits can hold you back. Eventually, you’ll want a tool that grows with your business, not one that stops you when things start going well.

Further reading: You can explore your options in our dedicated email tools for small businesses post. Also, we regularly review email tools, so make sure to check them out on our marketing blog.

Use your existing audience first

Like Mrs. Maria, you can’t rely on a notebook forever to keep track of your customers, and that’s where email marketing truly helps. Before thinking about growing your list, focus on the people who already know and love your business.

These are your regular customers, online shoppers, and those who ask, “Do you have a newsletter?” They’re your most valuable audience because they already trust you. Reaching out to them first builds momentum and gives you a chance to learn what works before expanding to new subscribers.

Add their emails to your list (with permission) and start small. Send simple updates about new products, tutorials, or short stories about your business. These early emails will help you practice, gather feedback, and find the tone that feels most natural for your brand. And once you’ve found what works, expanding your audience will feel easier and more purposeful.

For example, ASK Italian created a simple “Friendsday Wednesday” email for their regular diners, offering free dough bites midweek. It’s friendly, familiar, and clearly made for people who already enjoy their restaurant.

You can take a similar approach to reward loyalty, stay connected, and keep your audience excited to return.

Question: “Okay, but how do I grow my list once I’ve emailed my existing customers?”

Don’t worry, it’s easier than it sounds. The simplest and most effective tactic is to add a pop-up form for new visitors on your website. For example, BIKO, a jewelry brand, uses friendly pop-ups inviting people to “Join the Insider List” and get 10% off their first order.

You can also include a signup option at checkout, place a form in your site footer, or even collect emails through a QR code at your counter. Small steps like these add up fast.

Further reading: Here’s a quick guide that shows you exactly how to build an email list from scratch.

Favor authenticity

We live in a visual era, and presentation matters. However, that doesn’t mean your emails need to resemble those from a big retail chain. What customers care about most is authenticity.

Take this Black Friday email from Sassy Spud, a small independent brand. It’s colorful, playful, and perfectly in tune with their personality.

The email design is simple, featuring a bold headline, a clear call-to-action, and concise copy that mirrors their tone on social media. It’s proof that you don’t need a large marketing team to make something eye-catching.

You can add a photo of your latest product, a behind-the-scenes shot, or a seasonal banner that accurately represents your brand. Focus on one clear message. For example, “Our new collection is here” or “We’re extending our hours this weekend.” Simple emails are not only easier to make but also easier to read.

And don’t worry if your first few emails don’t look perfect. Each one teaches you what your customers like, helping you refine your tone and style over time.

Question: “Will my emails ever look as professional as those of a big brand?”

Absolutely, but it takes practice (and patience). Start slow, learn as you go, and customize premade templates. While some might look plain at first, think of them as blueprints. They help you understand how each element works, like your header and CTAs.

Experiment with those templates to learn the basics. Then, as you grow more confident, you’ll start tweaking layouts, testing new visuals, and eventually building designs from scratch.

The key is consistency. Once you find a style that fits your brand, you can repeat certain elements like your colors, fonts, and header layout to create a recognizable, professional look. Also, this will help your audience recognize you more easily.

Finally, when your business expands, you can always team up with a designer to refine your look even further. That’s growth, and customers absolutely love a soft rebrand (as long as you keep it uniquely yours).

Automate your emails without overwhelming yourself

When you’re new to email marketing, it’s easy to get carried away, sending every update, offer, and idea that comes to mind. But more isn’t always better. Sending too many emails too frequently can lead to email fatigue, where subscribers start to ignore your messages or even unsubscribe altogether.

As tempting as it may sound to send new offers every single day, it’s not the best approach. Instead, a few well-timed messages can keep your audience engaged and drive sales.

Like email design, email automation takes time to master, but once you set up a few key sequences, they’ll keep working in the background while you run your business.

Try this workflow

Most platforms include a workflow builder, like the one above, which differs from a regular email editor. Instead of writing a single message, you’re setting up a sequence of triggers (like “when someone subscribes” or “after a purchase”) and actions (like “send welcome email” or “wait two days, then send a follow-up”).

Once it’s live, the system handles the rest automatically, providing your customers with a timely, personal experience without requiring any extra effort from you.

For your small business, we recommend starting with a few basic automations:

• Welcome sequence: Sent when someone joins your list. Say hello, share your story, and consider offering a small incentive for first-time buyers (like Biko).
• Abandoned cart series: Reminds customers about items left in their cart with a friendly nudge.
• Thank-you email: Sent after a purchase to show appreciation and confirm their order details.
• Restock or new product alert: A short note to past customers letting them know when something they liked is back.
• Feedback or review request: Sent a few days after delivery to gather reviews or comments. You can use these later as social proof (star ratings, testimonials, etc.) for your products.
• Birthday or anniversary email: Ideal for building loyalty and showing your customers that you recognize and appreciate important milestones.

Once you become more comfortable, you can add advanced automations, such as an upsell or cross-sell flow to suggest complementary products based on what someone has already purchased.

Even if automation feels intimidating at first, take it one sequence at a time. Before long, you’ll have a system that keeps your customers engaged while freeing up more of your time.

Question: “How many emails are too many?”

For most small businesses, sending one to four emails per month is a great starting point, as it’s enough to stay connected without overwhelming your audience.

If you’re just getting started, try sending your campaigns on Thursday mornings between 8:00 and 9:00 a.m. That’s often when engagement is highest. As you grow and learn more about your audience, you can fine-tune your timing based on your own data. Your reports will show when subscribers open and click the most, helping you adjust your schedule for even better results.

Additional resources:

• Email Marketing Frequency: How Often Is Too Often?
• Welcome Email Examples [+Tips & Templates]
• What Is Cart Abandonment? Tips To Recover Lost Sales
• Real-Life Cross-Sell Email Examples

Common Email Marketing Mistakes & How to Avoid Them

Every small business owner makes a few missteps when starting with email marketing. But that’s completely normal. The key is knowing what to watch out for so you can catch and fix issues early.

Below, we compiled the most common mistakes and how to prevent them.

Mistake #1: Relying on just one marketing channel

Email builds relationships, drives repeat sales, and keeps your business visible when social reach fades. But even the best emails can’t do everything on their own.

Many small business owners make the opposite mistake once they discover how effective email marketing is. They stop posting, pause ads, and focus only on their inbox audience. While email helps you nurture long-term connections, you still need other channels to attract new customers in the first place.

Each platform plays a different role:

• Social media is perfect for quick engagement, discovery, and showing your brand’s personality.
• Paid ads can help you reach fresh audiences during busy seasons or product launches.
• Email turns those visitors into loyal, returning customers.

How to avoid it: Think of your email marketing strategy as a cycle where your other channels bring people in, and email keeps them coming back. If you rely on just one, you limit your growth. The best approach is to use each channel for what it does best, and let them work together.

Mistake #2: Ignoring deliverability

Don’t panic if this is the first time you hear about email deliverability. It simply means how many of your emails actually reach your customers’ inboxes instead of getting lost in spam.

Many small business owners are unaware that this can be a significant issue. If you purchase an email list or add people who haven’t given you permission, your messages are more likely to be flagged as spam. Over time, this can damage your sender’s reputation and make it harder for all your emails to be delivered.

The solution is simple: Email only people who want to hear from you. Grow your list naturally, ask for permission, comply with regulations (because GDPR won’t be as forgiving), and clean it regularly to maintain strong deliverability.

If you are new to the concept of deliverability, you can take a look at our dedicated email deliverability guide (written by our own deliverability expert).

Additional resources:

• The Invisible Deliverability Killers Marketers Ignore
• Email Deliverability: Avoiding The Spam Folder
• Outlook vs Office 365 Deliverability: How Microsoft Filters Your Emails

Mistake #3: Neglecting responsive design

According to Forbes, 41% of people check their emails on mobile while commuting, waiting in line, or scrolling before bed.

So, if your email looks perfect on a desktop but breaks on mobile, you’ve already lost half your audience.

Heavy images, long layouts, or small fonts can make it impossible to read or click through. And if a customer can’t view your offer properly, they’ll likely close it and move on.

Here’s an easy fix: Always preview your email on a phone before hitting “send.” Use clean layouts, short paragraphs, and images that load quickly. Most email tools like Moosend offer a mobile preview feature to help you spot issues early.

Mistake #4: Forgetting transactional touchpoints

Small businesses often view transactional emails as purely functional. But these messages are golden opportunities to build trust and keep customers coming back.

These are the emails people actually open and read because they contain important information. So, instead of sending a plain “Your order has been received,” you can make it memorable. Add a short thank-you note, a photo of you packing the order, or a quick tip on how to use the product.

This way, you’ll differentiate your small business from other brands and maintain that personal touch that small businesses are known for.

For example, if you sell handmade candles like Mrs. Maria, your confirmation email could say, “Thanks for your order, Marilia! Here’s a tip: let your candle burn for at least two hours the first time for an even scent.”

The solution is simple: Treat transactional emails as part of your brand experience. Personalize them, keep your tone friendly, and show customers there’s a real person behind every order.

Mistake #5: Skipping reporting

If you’ve ever tried to make sense of Google Analytics, you know how confusing numbers can be. Many small business owners skip this part altogether, as managing orders, stock, and customers can already feel like one more thing to worry about.

But reviewing your performance doesn’t have to be complicated. Your email platform already tracks key metrics for you, like open rates, clicks, and sales. These insights reveal what your audience enjoys, allowing you to identify what works and gain a deeper understanding of what to focus on.

Most tools also include A/B testing, which lets you test two variations of the same campaign to see which performs better. For example, you can send half of your subscribers “New Scents for Winter” and the other half “Warm Up With Our Winter Candles” to determine which one drives more clicks.

Here’s what to do: Take a few minutes after each campaign to check your reports, even if it’s just the basics. The more you learn from your numbers, the better your next email will perform.

Mistake #6: Ignoring your sender name and subject line

When someone gets your email, the first thing they notice isn’t your beautiful design but who it’s from and what it says. If your sender name looks unfamiliar or your subject line feels unclear (or spammy), chances are they’ll delete it before opening.

Your “from” name should look familiar. Ideally, your business name or, if customers know you personally, your own name. Consistency helps people recognize and trust your emails.

Here’s a simple example from ettitude:

As for the subject line, keep it as honest and direct as possible. Avoid clickbait or misleading phrases like “Your order is waiting” or “You’ve won a prize!” if it’s not true. Not only can this frustrate subscribers, but it can also hurt your email deliverability, pushing your messages into spam over time.

A good rule of thumb: Write subject lines that sound human and match the content inside. For example, instead of “Don’t Miss Out on This Deal,” try “10% Off Our New Fall Collection Just for You.” Also, you can use a subject line tester for tips and suggestions. Such tools are perfect (and free) for increasing your open rates with easy fixes.

Refine your subject lines

Additional resources:

• Original Ecommerce Email Subject Lines
• Free Subject Line Testers
• Why You Should Avoid Using “RE:” In Email Subject Lines

Mistake #7: Not segmenting your audience

When you’re just starting, it’s tempting to send the same email to everyone on your list. However, not all customers are at the same stage, and treating them all the same can negatively impact your results.

Segmentation means dividing your subscribers into smaller groups so your emails feel more personal. Even a basic split, such as new versus returning customers, can make a significant difference.

For example, new customers might appreciate an email highlighting your story and bestsellers, while loyal customers would prefer early access to new products or an exclusive discount. The message is the same brand, but the tone and timing should fit the relationship.

How to tackle it: Tag customers automatically based on their behavior (what they buy, how often they open, or how long they’ve been with you, etc.) and send them emails that actually matter to them. Be careful not to hyper-segment them, though, because you’ll end up with very small groups, which means extra work to send different campaigns to each segment.

In short, personalization and segmentation go hand in hand. The more relevant your emails appear, the more likely your customers are to open, click, and return. If this sounds all Greek to you, we have a few more guides you can check out to get the hang of it:

• Customer Segmentation Examples Your Business Needs
• What Is Email Personalization? Definition, Benefits, And Tactics

Mistake #8: Giving up too early

It’s easy to feel discouraged when your first emails don’t look like Nike’s or L’Oréal’s. Big brands have full design teams, while you probably have a laptop, a free plan, and a few spare hours. And that’s okay. Every small business starts there.

The truth is, your early emails are about progress, not perfection. You’ll learn how to write clearer subject lines, choose better images, and understand what your customers respond to. Each send brings you one step closer to mastering it.

And it’s not just about design. Engagement takes time, too. Your first emails might not have sky-high open rates, but that’s normal. Keep sending useful content (and maybe an eye-catching discount now and then), test different approaches, and stay patient. Over time, your audience will grow more loyal with every campaign.

How to avoid: Don’t compare your beginning to someone else’s polished result. Keep experimenting, stay consistent, and remember that even the best campaigns started as someone’s first attempt.

Email Can Make Your Small Business Thrive

Remember Mrs. Maria and her candle shop? These days, her inbox is full of customers asking about new scents, sharing photos of their homes, and forwarding her emails to friends. What started as a simple “new scents for winter” message became the foundation of a loyal customer base.

That’s the real power of email. It keeps your business connected, visible, and human. You don’t need a big budget or a whole marketing team to make it work, just commitment, consistency, patience, and a little curiosity to keep learning as you go.

FAQs

Here are a few more common questions about email marketing for small businesses.

1. How much does email marketing cost for small businesses?

Most email marketing platforms are affordable, even for beginners. For example, Moosend starts at around $9/month for unlimited sends and up to 500 subscribers, while Constant Contact begins at about $12/month. Many also offer free plans or trials so you can test the platform first. As your list grows, you’ll only pay for the contacts you actually have, making email one of the most budget-friendly marketing tools for small businesses.

2. Do I need a website to start email marketing?

No. You can begin with a hosted signup form from your email tool. Share it on social media, add a QR code to your counter, and include it in receipts. A simple landing page helps later, but it’s not required to start collecting emails and sending campaigns.

3. Should I use single or double opt-in?

Single opt-in adds a subscriber right away, while double opt-in sends a confirmation email first. If you want faster growth, use single. If you want cleaner lists and fewer spam signups, use double. Many small businesses start with double for quality, then switch to single once they trust their forms and filters.

4. What basic rules do I need to follow (GDPR / CAN-SPAM)?

Get explicit permission, don’t buy lists, always include an unsubscribe link, along with your business address. Also, honor opt-outs promptly, collect only what is necessary, and maintain accurate records of consent. If you sell to EU residents, include a brief consent note and a link to your privacy policy. This keeps you compliant and protects deliverability.

5. How do I measure my small business email marketing success?

You can track your email performance directly from your platform’s dashboard. Focus on key metrics like:

• Open rate: People who opened your email
• Click rate: Number of clicks on your links or buttons
• Conversions: Actions taken (made a purchase, booked an appointment, etc.)
• Unsubscribes: Subscribers who opted out after a campaign

These numbers help you understand what’s working. For example, if your open rates are low, test a new subject line. If clicks are down, consider simplifying your design or revising your call-to-action copy. Over time, these minor adjustments help you send smarter, more effective emails.

You’ve certainly experienced this once or twice as a consumer: a brand tries hard for the sale, and when it happens… radio silence.

But as a marketer, do you seize the post-purchase opportunity for further engagement or go completely silent after the order confirmation?

Showing up after the purchase might seem like a small gesture, yet it’s one of the most underrated tactics for keeping your brand top of mind and driving repeat purchases and long-term loyalty.

But what’s the best way to do it? A perfectly-timed post-purchase email is the ideal tool to turn a customer’s hard-earned interest into more interactions.

That’s why we collected some of the best post-purchase email examples to give you a bunch of creative ideas and explain why they work.

Why Do You Need to Send Post-Purchase Emails?

As mentioned, some businesses go silent after the purchase. Take the cosmetic industry as an example: one in ten brands stops emailing customers after order confirmation. As to sending a post-purchase offer to their customers? That’s a tactic that only 25% of them use.

On the contrary, 93% of consumers consider the post-purchase experience an important part of their journey with a brand. So, if you fail to deliver, that’s potential revenue and loyalty going down the drain.

Because the minute a customer places an order is when you have their full attention. They’re already engaged and persuaded by your message. Plus, they expect post-purchase emails so they can rest assured that their order is on its way.

Keeping customers informed after the purchase helps build and nurture trusting relationships. These lifecycle emails keep the conversation going by educating customers on how to use the product or by giving them more reasons to come back.

You can use them for several purposes, all contributing to a memorable post-purchase customer experience. Plus, more sales in some cases. Here’s what you can do with post-purchase emails:

• Allow subscribers to check transaction details
• Offer real-time updates about their order
• Thank them and express your gratitude
• Tell recipients what to expect from the product/service
• Reward your audience with additional incentives
• Encourage them to enroll in your referral or loyalty program
• Boost revenue by sharing upsell or cross-sell suggestions
• Invite them to join your social media channels
• Ask for their feedback on your products/services and overall experience
• Change a negative experience (e.g., a delayed order) into a positive one, for example, by apologizing or sharing a discount on future purchases

Post-Purchase Email Examples That Inspired Us

Want to get a taste of some compelling post-purchase email examples and how notable brands use them? Here we go!

1. Apple pre-answers questions in their order confirmation email

Any online purchase comes with some distrust on the consumer’s side. Sending an order confirmation email after an order is placed is a popular tactic in B2C email marketing. Its purpose is to reassure customers that the business is holding up its end of the deal.

Brands should confirm the purchase and provide product details, preferably with images, to build anticipation. Also, the customer expects to find payment and delivery information, ideally with an order tracking link or button.

These emails are all about creating trust. To do so, Apple adds quick answers to its order confirmation email. While other brands simply include links to customer support or FAQs, they choose to pre-answer questions directly in the email to reduce friction.

Subject line: We’re processing your order W650060

Source

Why it works:

• The clear subject line confirms that Apple is processing the order.
• There’s a product image, along with detailed shipping and payment information.
• The single-column email design is clean and free of distractions and unnecessary visuals.
• The recipient can find answers to questions within the email, as well as links to check order status in real-time or visit the Help Center.
• They use a separate section to inform recipients about the free shipping and return policy.

Tip: Sharing social proof elements like star ratings and short reviews along with the product description reaffirms your customers’ buying decision.

2. Allergy Buyers Club boosts product adoption with a follow-up

Consumers’ concerns don’t necessarily end with delivery or account creation. They might still experience stress when first using a product or service, especially if it has a slight learning curve.

The right follow-up email or sequence onboards recipients with how-to content that helps them get started.

For a SaaS business, product demo videos can effectively showcase the software’s core features. On the other hand, an eCommerce brand can choose to share short tips on how to use, care for, or store its products.

But it’s not just brands that could do the talking. Sharing case studies or customer success stories is a tactic that always adds value to your message.

Through them, shoppers see your product or service through the eyes of people already using it. The best part? These are peers with common pain points and aspirations, not marketers looking to promote.

Allergy Buyers Club doesn’t stop at thanking the recipient in this follow-up email; it also helps them get the most out of it. They walk them through the setup with simple instructions and visual representations so they’re sure they’re doing everything right.

Subject line: Thanks for your purchase Smiles Davis

Source

Why it works:

• The step-by-step instructions are a simpler alternative to the usually confusing product manual.
• The brand offers additional options to walk subscribers through, such as links to their learning center and online guide.
• They use straightforward language, a strong CTA, and a compelling incentive to promote their referral program.
• The cross-selling opportunity feels natural, enhancing the overall product experience.

Tip: To make onboarding fun, turn it into a gamified mini challenge where subscribers unlock the next tip or adoption level by answering correctly.

3. Urth increases engagement with thank-you emails

Sometimes, all it takes for subscribers to notice your email is a simple ‘thank you’. A post-purchase thank-you email example will focus on showing appreciation for their preference.

And with the right touch, it can also help you establish your reputation as a business that values its audience.

To prompt engagement across more touch points, provide them with deeper insights into your brand and products.

For example, consider adding CTAs that direct readers to your latest blog posts or urge them to download a helpful checklist.

The key is to keep things minimal by investing in a scannable and eye-pleasing design that focuses on one or two action items. Your main objective is to keep the conversation (and engagement) going, even if it doesn’t immediately translate into a purchase.

Here’s how Urth encourages further engagement, encouraging recipients to check their online magazine and find helpful content that’ll inspire them.

Subject line: Thanks for your order

Why it works:

• Urth opts for a lightweight design with just a few lines of email copy and visuals.
• The distinct sections and corresponding CTAs help readers focus on one action at a time.
• They struck the right balance between promoting upsell recommendations, keeping subscribers informed about their order, and further engaging them on their online magazine page.
• The short motto in the email footer highlights the brand’s commitment to responsible design.

Tip: Another way to thank shoppers for their trust is to give them a sneak peek at what you’re planning next. Who doesn’t enjoy being the first to know about new releases, events, and updates?

4. Harney and Sons Fine Teas offers a small perk

Saying thank you is the first step. To go above and beyond, throw in a little treat that your customers will love.

These perks don’t cost much for a business, but they mean a lot to your audience. That’s because they make them feel like they belong to a special club.

For instance, it could be a personalized freebie that matches their buying habits or a discount they can claim on their next purchase. Another idea is to offer early access to new products or features.

A clever trick is to highlight the perk in your subject line to boost opens, just like Harney and Sons Fine Teas does in the following post-purchase email example. Also, they place the tailored perk at the top of the email so it’s the first thing the recipient sees.

Subject line: Smiles Davis, Thank You for Your Purchase! Save $10 on Your Next Order.

Source

Why it works:

• The brand sets clear expectations from the subject line, highlighting the thank-you note and the $10 discount reward.
• The content stays product-focused, using playful “tea” puns and featuring an image of colorful sachets that evokes warmth.
• The cross-sell product recommendations are naturally integrated without creating visual noise.
• The CTA directs subscribers to a tea-brewing guide so they can easily learn to make seven different tea types.

Tip: Ensure the process for claiming the offer is simple and straightforward. If the subscriber has to go through extra steps to get it, chances are it will bring the opposite results.

5. Sundays for Dogs encourages a post-purchase review

Besides boosting your revenue, post-purchase emails can also drive customer reviews, helping you improve your offerings and providing valuable social proof.

Once they share their feedback, all you have to do is select the best reviews and feature them across touchpoints like your website, emails, social media, or paid ads.

Positive reviews shape trust and credibility. That’s why they often serve as the deciding factor in consumers’ decisions.

What’s the best way to request reviews? It all starts with timing.

Sending such an email the next day after the product delivery is a bad idea since your customer may not have had sufficient time to assess its value. So, 4 to 5 days or even a week later is a good time to deliver it.

Next, you should ensure your objective is crystal clear from the subject line and a descriptive CTA. Also, it’s better to mention the completion time, as this affects whether recipients take the next step.

This is precisely what Sundays for Dogs did in the email example below, using the subject line to ask for two minutes of the subscriber’s time to complete a review.

Subject line: Got two minutes?

Why it works:

• The brand uses a subject line in question form to let subscribers know how much time the review will take.
• The email copy focuses on the result, emphasizing how the recipient’s feedback will help the brand do better.
• The generous referral incentive is prominently displayed to capture attention.
• The fun fact at the end of the email adds a touch of personality, making the message more memorable.

Tip: But what really urges subscribers to submit a review is to give something back. You can sweeten the deal by offering a small incentive, such as a discount, a freebie, or access to an upcoming webinar. This gesture shows that you appreciate their time and effort.

6. Chewy sends perfectly-timed replenishment emails

Similar to review request emails, timing is of the essence in replenishment emails. This email campaign type serves as a gentle nudge for recipients to reorder just when their stock could be running low.

The benefits of replenishment emails go both ways. Consumers are constantly tackling different tasks. Amidst this challenge, they might forget to replenish essentials like snacks, health supplements, printer ink, and baby or pet care products.

This is where your replenishment emails come in handy, reminding subscribers to reorder. They get that “I knew I had forgotten something” reaction, hitting the CTA with a sense of gratitude and one less thing to remember.

Chewy, for example, sends its replenishment email right around the time the subscriber will need a restock.

Subject line: Running Low?

Why it works:

• The subject line reveals just enough for the subscriber to take a hint while sparking their curiosity.
• The free shipping on orders above $49 is the first thing the recipient sees, giving them one more reason to act.
• The personalized top picks are displayed in a structured list, accompanied by the product’s image and a CTA to buy.
• The email footer includes additional persuasive elements, like 24/7 customer service and hassle-free returns.

Tip: For these emails to be effective, send them right before your customer runs out of stash. Autoresponder software helps you achieve this by automatically analyzing your subscribers’ purchase patterns and your product’s or service’s lifecycle, allowing you to determine when they’ll need to restock.

Want to boost repeat purchases while removing manual setup? You can use Moosend’s repeat purchase reminder automation recipe to trigger your automation on a specific date (before your subscriber runs out of your product).

Try Moosend’s automation

7. MeUndies boosts referrals in its shipping confirmation email

Do you have loyal customers who keep coming back, or happy customers who have left glowing reviews? Next time you send a post-purchase email, consider promoting your referral program.

A compelling referral advertises itself. For example, if you offer a generous 20% discount for each referral, you’re halfway there. Once you’ve persuaded them, you’ll have multiple opportunities to increase revenue.

That´s because with every referral, you acquire a new customer with fewer resources than usual. On top of that, you have an existing customer who´s ready to buy again so that they can claim their reward.

In this shipping confirmation email, MeUndies places the corresponding section right below the order tracking CTA to guide their attention towards it.

Subject line: Your Order Has Shipped 📪

Why it works:

• The clever copy in the header is formatted as a haiku, immediately grabbing attention, especially compared to something common like “Your order is on its way.”
• It includes all shipping details, accompanied by a prominent email CTA to track the order.
• There’s only one image strategically placed in the section promoting the referral program, allowing subscribers to visualize the products.
• The email footer has it all: trust signals, a “follow us” invitation for social media, and a link to the Help Center.

Tip: Successful referral messages need clear instructions and a list of the reasons to join. But apart from that, you’ll need a bold and focused CTA that clearly communicates its purpose: directing recipients to your referral signup page.

8. Mack Weldon uses upselling and cross-selling strategically

A customer who’s already familiar with your brand is more likely to trust you again, especially if the product or service met their expectations.

Upselling and cross-selling recommendations in post-purchase emails allow you to increase a customer’s lifecycle value and drive repeat sales. It could be through a matching accessory in a fashion email or a room upgrade in travel email marketing.

The key is not to get too pushy too soon. Subtle and timely is the way to go. Customers have just bought a product, so they might not be ready to spend more. This is why you should emphasize how your suggestions will help them.

Mack Weldon uses this approach in their review request email, subtly recommending matching products that other consumers loved.

Subject line: So, what’d you think?

Why it works:

• The campaign kills two birds with one stone, asking for a review while recommending matching products in the same campaign.
• They ensure quick completion (“take a minute”) by allowing the recipient to click the corresponding star rating.
• The reader can understand why the brand recommends these products, given their popularity among consumers who have purchased the same sweatpants.
• The helpful calls-to-action (“Click here” and “Contact us”) in the email footer are a thoughtful addition in case the customer hasn’t received the product yet.

Tip: To make this post-purchase email strategy more effective, add trust signals like Mack Weldon did. Besides social proof, you can drive action by using solution-focused wording, for example, “upgrade to X version to get Z result” in an upselling email.

9. Krispy Kreme invites subscribers to join its loyalty program

Another effective method to increase a customer’s lifetime value is to have them join your customer loyalty program. Such a campaign focuses more on what the subscriber has to gain rather than promoting additional offerings.

Just when the subscriber is excited with their new product, it’s time to let them know that with more purchases, they’ll get more rewards. This translates into discounts, early access, or exclusive experiences.

But loyalty and rewards programs offer additional value to brands. When a customer joins such a program, they continue to interact with your business.

With every purchase, you get more insight into their likes, needs, and patterns. Which, in turn, helps you connect with your audience on a deeper level and provide them with more relevant solutions.

Krispy Kreme does an excellent job in the following email, making it all about the benefits of downloading the app and joining their privileged community.

Subject line: Krispy Kreme Rewards

Why it works:

• It draws the reader’s attention where the brand wants it through bold red (easiest) and capitalization (FREE).
• The brightly colored, unique CTA is placed at the top, just below the headline, to drive quick action.
• The benefits listed are several and compelling, ranging from free treats to exclusive offers and skip-the-line orders.

Tip: To ensure conversions, include a list of all the benefits that loyalty members enjoy. Keep the main points brief, comprehensive, and precise so they can understand how tiers work and the terms and conditions involved.

10. Haoma ties the purchase to a good cause

Consumers today often encounter brands that engage in unsustainable practices, poor working conditions, or unethical marketing. That’s why brand values matter more than ever, and businesses that set a good example outperform their competitors.

Numbers show that 63% of US consumers expect brands to share the causes they support. Now imagine backing it up with specific outcomes that result from your subscriber’s purchase.

So, instead of sending a plain order confirmation email, highlight how the customer’s recent order helped you support a cause that motivates them.

Haoma uses this tactic in the post-purchase email example below, informing the customer that they’ll plant a tree in return for their order.

Subject line: Thank you for your order

Why it works:

• The order details are the first thing the recipient sees in this post-purchase email example, while the tracking option offers extra peace of mind.
• It adopts a customer-centric approach, emphasizing their contribution (“You just planted a tree”) rather than highlighting the brand’s commitment to a cause.
• The additional resources educate subscribers on the cause, highlighting the positive results they can achieve together.
• The brand invites readers to follow them on Instagram with a clear, actionable email CTA.

Tip: If you have numbers that back up your claims, add them to your email copy to communicate your purpose tangibly. For instance, mention the percentage of sales that you donate to social or environmental initiatives.

How to Create Post-Purchase Emails that Stand Out

There are multiple use cases for post-purchase emails. But unique goals aside, you need to ensure each post-purchase email you send sets the foundation for lasting relationships.

Here’s how:

• Include every relevant detail in your order and shipping confirmation emails, such as the products purchased, contact information, payment details, and delivery details.
• Use CRM email marketing software to manage customer data (such as browsing history, buying behavior, and demographics) and create detailed segments, e.g., first-time vs. repeat shoppers.
• Tailor email content to deliver targeted recommendations and incentives based on each recipient’s behavior, tastes, and stage in the sales funnel.
• Write in a natural, engaging, and human tone, avoiding generic phrases and complicated messages. Short copy that instantly addresses concerns and highlights key benefits works great in post-purchase emails.
• Add a tracking call-to-action to keep subscribers updated on their order in real time, easing potential anxiety about delivery.
• Offer multiple contact options so subscribers know you’ll be there to resolve issues if they occur. Also, provide self-service resources like FAQs for quick guidance.
• Be mindful of your subscribers’ time by researching and testing to find optimal sending time and frequency. Also, space out your campaigns, especially for first-time buyers who aren’t yet committed to your brand.

It Takes a Single Purchase to Drive Repeat Sales

The emails you send after a customer completes an order can be so much more than just another touchpoint. They’re a unique opportunity to strike while attention’s hot and your product’s value is still fresh in your customer’s mind.

So, use your post-purchase emails to open the conversation rather than close the circle.

Nurture subscribers with tailored content and promotions, tell them that their input matters, and encourage them to interact with your brand again and again.

Want to add a reliable revenue stream to your marketing strategy? Join Moosend for free to start building outstanding post-purchase emails and automate your way to customer loyalty.

FAQs

Here are some common questions regarding post-purchase emails.

1. What is a post-purchase email?

A post-purchase email is the message sent by brands when a customer makes a purchase. They usually include transaction and shipping details, as well as educational content, so subscribers can familiarize themselves with the product.

You can also use these campaigns to upsell or cross-sell, request reviews, or invite readers to a referral program.

2. What are the benefits of post-purchase emails?

The most important benefit of these emails is that customers expect them, so you have their full attention. By delivering helpful content, post-purchase emails also help you build trust and credibility. Plus, a post-purchase campaign can lay the groundwork for repeat purchases or provide you with social proof.

3. When is the best time to send a post-purchase mail?

There are different types of post-purchase emails, and the optimal sending time may vary depending on their goal.

For example, a thank-you email or an order confirmation should arrive within a few minutes of the subscriber placing the order. Whereas a review request email sent immediately after the purchase doesn’t make sense, since your customer won’t have even received the products.

Suppose you want a direct, permission-based way to re-engage people after they leave your site. In that case, web push notification tools can deliver timely messages on both desktop and mobile, without relying on email or phone numbers.

In this blog post, we’ll quickly explain what web push notifications are and why they work, share a comparison table of the top tools, and then break down each option with clear pros, cons, and best-for scenarios.

By the end, you’ll know exactly which web push solution fits your goals and budget.

What is a Web Push Notification?

A web push notification is a short, clickable message that a website sends through a user’s browser after they give permission. It can appear on desktop or mobile, even when the visitor isn’t on your site, making it a simple way to bring people back at the right moment.

Unlike email or SMS, web push doesn’t require personal data since the browser handles consent.

Notifications typically include a title, a brief message, an icon, and a link to a specific page.

Brands typically use them for:

• new content
• price drops
• abandoned cart reminders
• product launches
• time-sensitive alerts
• flash sales

Good tools let you segment audiences, schedule or trigger messages based on behavior, and measure performance (deliveries, clicks, conversions).

Why Should You Use a Web Notification Tool?

As we mentioned before, a web push notification tool can help you engage visitors even after they leave your website by delivering targeted and personalized messages.

While many businesses underestimate this tactic, here are some serious benefits that these tools offer.

• Instant reach and high visibility: Deliver timely, clickable messages on desktop and mobile.
• Easier opt-in: No email or phone is needed. Consent is browser-based, improving signup rates and reducing data risk.
• Precise targeting: Segment by behavior, page views, geography, device, or custom events to send relevant messages only.
• Personalized messaging: Insert dynamic content (name, product, price, inventory) and direct users to tailored URLs.
• Automation: Using pre-built automation sequences, you can increase your revenue without manual sends.
• Cross-browser support: Target multiple audiences across Chrome, Firefox, Edge, and Safari on iOS/iPadOS
• ROI optimization: Push notification tools track deliveries, CTR, conversions, and revenue to help you identify what works.

Top Web Push Notification Software: Compared

Now, let’s look at a quick comparison table of the best solutions.

	Free Plan/Trial	Pricing	Supports
PushEngage	Yes	$19/month	Web, mobile and RSS notifications
Webpushr	Yes	$29/month	Web push notifications
OneSignal	Yes	$19/month (+ usage costs by channel)	Web and mobile push notifications
Wisepops	14-day trial	$49/month	Web push notifications
Pushwoosh	Yes	$12/month	Web and mobile push notifications
PushAssist	Yes	$9/month	Web push notifications
iZooto	Yes	$85/month	Web push notifications
PushOwl	Yes	$19/month	Web push notifications

1. PushEngage

Pricing: Paid plans start at $19/month, free plan

Supports: Web, mobile, and RSS notifications

Best for: Ecommerce and content sites needing powerful automation and segmentation

PushEngage is among the best web push notification tools available, ideal for both beginners and advanced users. It’s easy to set up push notifications for new blog posts, product announcements, and abandoned carts. You can also deliver automatically triggered notifications based on your visitors’ behavior.

With its dynamic segmentation, you can use specific push notifications to target the right subscribers and maximize your results. There is also an AI assistant that helps write content for the notifications.

The platform’s user interface is also user-friendly, while the campaign editor is very straightforward. Another handy feature is A/B testing, which lets you experiment with any element to optimize your notifications. Regarding PushEngage’s reporting capabilities, the tool lets you set revenue goals for your campaigns and track the growing transactional value in real-time.

On the integration side, you can connect PushEngage with WordPress/WooCommerce and Shopify for plug-and-play operation. You’ll find a library of advanced e-commerce triggers and built-in drip campaigns that make “set it and forget it” automations realistic for small teams. Overall, this is a tool that caters to the needs of all types of businesses.

Pros

• Works on all devices: desktops, tablets, and smartphones (iOS and Android)
• Built-in A/B testing and clear reporting help you optimize quickly
• Affordable pricing

Cons

• A credit card is required to try the free plan
• You need a paid plan for advanced features

Pricing

PushEngage has a limited free plan that lets you send 30 mobile and browser push campaigns per month and build a list of 200 subscribers. Paid plans start at $19/month, unlocking more features and better customer support.

2. Webpushr

Pricing: Paid plans start at $29/month, free plan

Supports: Web push notifications for desktop and mobile browsers

Best for: Businesses looking for generous free limits

Webpushr is a free web push notification tool that supports all popular browsers. Its free plan offers unlimited notifications and access to all the features, limiting you only on the number of subscribers (who can receive push notifications). This makes the tool an attractive choice for growing businesses that don’t want early restrictions. You can use it to send personalized messages with custom attributes, schedule notifications, or set up automated triggers such as welcome flows or content updates.

It also comes with segmentation and targeting tools, allowing you to deliver the right messages to specific user groups based on their activity, location, or device. Webpushr integrates seamlessly with WordPress, Shopify, and Zapier, giving you flexibility to connect with your existing stack. Other notable features include multi-user support and HTTPS-free setup.

All in all, with its minimal learning curve and rich features, this tool can be a great asset in your marketing arsenal.

Pros

• All features are available even in the free plan
• Seamless integration with WordPress and WooCommerce
• Team collaboration features

Cons

• Lacks built-in A/B testing
• Limited advanced automation compared to other competitors

Pricing

This web push notification tool offers a great free plan that includes all the platform’s features. The only limit is on the number of subscribers you can have (up to 10K). Paid pricing starts at $29/month for up to 50K subscribers.

3. OneSignal

Pricing: Paid plans start at $19/month, free plan

Supports: Web and mobile push notifications

Best for: All-in-one messaging with cross-channel reach

OneSignal is one of the most popular push notification platforms, trusted by startups and enterprises alike. You can use it to send web push, mobile push, email, and SMS from a single dashboard, making it a versatile choice for centralized messaging. Its visual editor and prebuilt templates make campaign creation straightforward, while the real-time segmentation lets you target users based on actions, location, or custom events.

Apart from that, you can set up automated workflows such as onboarding sequences, re-engagement campaigns, or abandoned cart recovery series. You can also conduct A/B tests to improve performance. OneSignal integrates with popular platforms like WordPress, Shopify, HubSpot, and Segment, fitting into your existing marketing stack easily.

Overall, OneSignal stands out for its multi-channel capabilities, ease of use, and scalable infrastructure that can handle everything from a small blog to enterprise-level messaging.

Pros

• Supports multiple channels beyond push (email, SMS, in-app)
• Wide range of integrations with popular platforms
• Great in-app messaging

Cons

• It gets expensive the more your business grows
• Some users have reported issues with the customer support

Pricing

OneSignal offers a free plan with unlimited mobile and web push notifications for up to 10,000 subscribers. Paid plans start at $19/month (plus usage costs by channel), adding intelligent delivery, advanced in-app messaging, and more integrations.

4. Wisepops

Pricing: Paid plans start at $49/month, 14-day free trial

Supports: Web push notifications

Best for: Mid-sized and large ecommerce businesses

Wisepops is an on-site engagement platform that lets you capture and engage your audience with pop-ups, product recommendations, and web push notifications. You can use it to build popups, banners, surveys, and notification campaigns in one intuitive drag-and-drop editor. The push notifications integrate seamlessly with these other formats, letting you capture visitors onsite and re-engage them later through browser push.

Regarding segmentation, you can group subscribers based on behavior, source, or UTM parameters, and then schedule or trigger notifications to bring them back. With Wisepops, you can also personalize campaigns using dynamic content and deliver real-time offers like discounts, countdowns, or product announcements.

What makes this a good web notification tool is its ability to connect onsite engagement with offsite re-engagement. You capture visitors while they’re browsing and then bring them back later with targeted push notifications. Finally, the tool is equipped with detailed engagement analytics to understand the impact of your campaigns.

Pros

• Easy drag-and-drop editor with strong design flexibility
• It combines push notifications with popups, banners, and onsite campaigns

Cons

• No free plan
• It has a learning curve
• Entry pricing is higher than that of some competitors

Pricing

Wisepops has a 14-day free trial that allows you to test all its features. Pricing starts at $49/month and increases based on your website’s monthly pageviews.

5. Pushwoosh

Pricing: Paid plans start at $12/month, free plan

Supports: Web and mobile push notifications

Best for: Cross-platform push notifications with strong analytics

Pushwoosh is a versatile solution that incorporates web push, mobile push, in-app messaging, and email. You can use it to send targeted campaigns across multiple devices and platforms, making it especially useful for businesses with both web and mobile audiences.

The tool lets you deliver precise and relevant messages via its advanced segmentation (based on behavior, demographics, and custom events). You can also set up automated workflows such as onboarding series, retention campaigns, or promotional pushes, and monitor performance in real time. It also offers multi-language support, making it a strong option for businesses with global audiences.

Pushwoosh has affordable entry-level pricing, which is great for startups and growing businesses. The interface is modern and straightforward, letting you navigate its extensive functionality with ease.

Pros

• Multi-language support for global campaigns
• Strong analytics and real-time tracking
• Unlimited push notifications on all paid plans

Cons

• It has a learning curve due to its extensive features

Pricing

Pushwoosh has a limited free plan that provides access to the entire platform until your app reaches 1,000 push subscribers. Paid plans start at $12/month for 5,000 subscribers and unlimited web and mobile push notifications.

6. PushAssist

Pricing: Paid plans start at $9/month, free plan

Supports: Web push notifications

Best for: Small to mid-sized businesses looking for a simple push solution

PushAssist is a straightforward web push notification platform that balances ease of use with essential marketing features. It works across major browsers, including Chrome, Firefox, Safari, and Edge, making it accessible to a broad audience without advanced technical setup.

With PushAssist, you can send personalized notifications based on user attributes like location, device, or browsing behavior. It also supports scheduled campaigns for time-sensitive promotions and automated triggers such as welcome messages, abandoned cart reminders, or content updates. For developers, PushAssist offers a REST API so you can integrate notifications into custom workflows or apps.

Overall, PushAssist is a flexible solution. This means that marketers can easily run campaigns through a simple dashboard, while developers can use the API to build more advanced, custom workflows.

Pros

• REST API for custom integration and automation
• Supports both manual campaigns and automated triggers

Cons

• Interface feels basic compared to other tools
• Advanced analytics and segmentation are only available in higher tiers

Pricing

PushAssist offers a free plan for up to 3,000 subscribers and 120 notifications per month. Paid plans start at $9/month, scaling with subscriber count and unlocking advanced features such as segmentation, HTTPS support, and detailed reporting.

7. iZooto

Pricing: Paid plans start at $85/month, free plan

Supports: Web push notifications

Best for: Publishers and media companies

iZooto is another web push notification tool built with publishers and media brands in mind. Instead of focusing on ecommerce triggers, it emphasizes audience engagement and retention. You can use it to send breaking news alerts, content recommendations, or personalized updates that drive readers back to your site multiple times a day. It also supports A/B testing and timezone-based notifications.

iZooto’s standout feature is its audience monetization capability, which lets publishers run push notification ad campaigns to generate additional revenue. Its segmentation and personalization tools ensure that the right readers receive the right content, improving CTRs and repeat visits. The platform also supports multi-language notifications, making it suitable for global news outlets.

All in all, iZooto is less about product sales and more about keeping readers engaged, loyal, and profitable.

Pros

• Multi-language support
• Supports audience monetization with push ads

Cons

• Pricing starts higher than most alternatives
• Small number of templates for push notifications

Pricing

This push notification tool has a free forever plan with 10 campaigns per day and access to push notification APIs. Paid plans then start at $85/month.

8. PushOwl

Pricing: Paid plans start at $19/month, free plan

Supports: Web push notifications

Best for: Shopify stores

PushOwl is designed specifically for Shopify stores, making it one of the easiest web push solutions to set up if you’re already using Shopify. You can recover abandoned carts, send back-in-stock alerts, announce flash sales, or share discount codes directly with subscribers.

The platform is known for its seamless integration. Once installed from the Shopify App Store, it automatically syncs with your store data so you can start sending campaigns without coding. PushOwl also offers automation features like drip campaigns and customizable opt-in prompts to help grow your subscriber base.

If you’re looking for a tool built around ecommerce use cases, PushOwl will be a great fit, requiring minimal technical effort to start generating ROI.

Pros

• Tailored for Shopify with simple setup and native integration
• Strong ecommerce automations (cart recovery, back-in-stock, flash sales)

Cons

• Not suitable for non-Shopify stores
• Advanced features like segmentation and analytics require higher-tier plans

Pricing

PushOwl offers a free plan with basic features to get started. Paid plans start at $19/month and scale with subscriber count, unlocking advanced automations, segmentation, and detailed reporting.

Selecting the Right Web Push Notification Tool

With so many web push notification platforms available, the right choice depends on your business goals and setup. Ultimately, the best tool is the one that aligns with your audience, integrates smoothly with your stack, and provides the features you’ll actually use.

Take advantage of free trials and starter plans to test usability, reporting, and ROI before committing. By matching your needs to the right platform, you’ll turn push notifications into a reliable driver of engagement, retention, and revenue.

Frequently Asked Questions (FAQs)

Here are some frequently asked questions regarding web push notifications.

1. How do web push notifications work?

Web push notifications are short messages sent through a user’s browser. When someone visits your website, they may see a prompt asking if they want to allow notifications. If they click “Allow,” the browser saves their permission so you can send them updates later directly to their computer or phone, even when they’re not on your site. Each notification can include a title, text, image, and link. It’s a simple, safe way to reach visitors without needing their email or phone number.

2. What to consider when choosing a web notification tool?

When choosing a tool, think about your main goals, whether it’s recovering carts, sending news updates, or boosting return visits. Key features to look for include automation, segmentation, personalization, and clear reporting. Check which browsers and devices are supported, and whether the tool integrates easily with your website platform (like Shopify or WordPress). Pricing and scalability also matter, especially as your subscriber list grows. Finally, ensure the tool is user-friendly and complies with privacy laws like GDPR.

3. What’s the difference between web and mobile push?

Web push notifications are sent through internet browsers on desktop or mobile, while mobile push notifications require an application to be installed on a phone or tablet (e.g., the CNN app). For example, a news website might send a web push through your browser saying “Breaking: Major storm approaching,” while the CNN app could send a mobile push directly to your phone’s lock screen.

Remember the first time you tried ChatGPT for work? You asked for something simple, but instead of saving time, you spent hours rewriting, prompting, and editing until you got what you needed.

That’s how AI burnout starts.

Despite promising to make work easier, marketers are burning out under the pressure to test endless tools, learn new platforms overnight, and deliver more with smaller budgets. Add privacy risks and the temptation to hand creativity over to machines, and it’s no wonder exhaustion is spreading across marketing teams.

So, if AI promised ease, why does it feel like marketing is only getting harder?

AI in the Workplace Statistics

AI adoption has exploded in just a few years, with 1.8 billion people experimenting, subscribing, and using these tools in their daily routines.

Now, when it comes to AI in the workplace, McKinsey’s report highlights that:

• 90% of Fortune 500 companies use OpenAI technology.
• 94% of employees and 99% of C-suite leaders are familiar with generative AI.
• Leaders estimate only 4% of employees use AI for more than 30% of their daily work, but employees self-report 13% already do.
• 48% of employees say that formal training would boost their daily use, yet 22% report receiving little to no support today.
• 68% of managers recommended a Gen-AI tool to their teams in the past month.

With adoption moving this fast, training, support, and governance can’t keep up. The result isn’t innovation but exhaustion, and that’s where burnout begins.

AI Burnout Scenarios

Let’s examine a few scenarios that’ll help us see AI burnout in action.

Prompt loops

Marina, an affiliate manager, needs to draft a short email announcing a new commission rewards initiative to her partners. It should be a quick ten-minute task before her afternoon check-in with the sales director.

She opens her AI tool and asks for something clear and motivating. The first draft comes back bland, so she re-prompts for a warmer tone. The next one sounds stiff, so she tries again for something more personal, but it turns out robotic and full of clichés.

After five or six rounds, Marina is still editing heavily while Slack notifications pile up in the corner of her screen. Instead of saving time, the process has eaten half her day, left her annoyed, and pushed her other tasks behind schedule.

By the time she finally decides on a version, she realizes it would have been faster to write the email herself.

New AI user

On the other hand, Daniel, a retail marketing coordinator, has never really used AI at work. On Monday morning, his manager asks him to “experiment with AI” for the upcoming holiday campaign.

By lunchtime, Daniel has signed up for three different platforms: one for ad creatives, one for product descriptions, and another for customer segmentation. Each tool comes with its own logins, tutorials, and confusing pricing tiers. None of them connect smoothly with the company’s existing systems.

Instead of focusing on the campaign itself, Daniel spends most of the day bouncing between trial dashboards, watching how-to videos, and trying to stitch everything together. By late afternoon, the deadline is getting closer, but he hasn’t produced a single finished asset.

What was meant to improve efficiency has only created stress, leaving Daniel rushed, frustrated, and already behind schedule.

What AI Burnout Means & What Causes It

Marina’s endless prompt loops and Daniel’s struggle aren’t just bad days at work but signs of AI burnout.

For marketers, this happens when the promise of efficiency collides with the reality of constant pressure to keep up. Instead of simplifying work, AI often creates new layers of stress.

But how is this burnout caused? Is it real, and how does it affect your workload?

Constant tool testing and evaluations

There are dozens of AI tools promising to help users write copy, design creatives, analyze data, or even automate entire campaigns. Jasper, Midjourney, Canva’s Magic Studio, ChatGPT, Gemini, and Copilot are just some of them.

Every week, a new “must-try” tool launches, and marketers feel compelled to test it in case they’re missing out on something their peers have already started “leveraging.” What should be a time-saver quickly becomes another full-time job: evaluating, comparing, and reporting on software that may or may not stick.

The problem is that this cycle rarely comes to an end. Tools overlap in features, constantly update, or shut down entirely, meaning teams are trapped in a loop of trial and error. Instead of focusing on campaigns, marketers spend hours onboarding into new platforms, learning prompt structures, and explaining to leadership why last quarter’s “game-changing AI” is already outdated.

Consequently, this constant churn fuels exhaustion and decision fatigue.

Pressure to master AI overnight

If you don’t learn fast, you risk feeling left behind. Many marketers observe their peers using three or four different AI apps in their daily workflows, while they’re still trying to master prompt engineering for ChatGPT.

This, in turn, creates a sort of “peer pressure” tied to culture. Conference talks, LinkedIn posts, and internal meetings often give the impression that “everyone else has it figured out.”

That gap between perception and reality fuels impostor syndrome, leaving professionals anxious that they’re not moving fast enough. Without proper training or guidance, the push to become an “AI expert” overnight can quickly turn into frustration and self-doubt, two of the biggest accelerators of burnout.

Expectations to deliver more with fewer resources

Leadership assumes that since AI tools exist, campaigns can be executed faster and with smaller teams. The catch, though, is that most AI platforms only perform well behind paywalls, such as ChatGPT-5, Jasper’s advanced features, or premium Midjourney plans.

For marketers, this means that workloads continue to grow while support resources shrink. The pressure increases when those same “time-saving” AI tools require paid upgrades, constant fine-tuning, and heavy editing to deliver usable results.

Instead of lightening the load, AI becomes another demand on already exhausted teams, driving longer hours, higher stress, and ultimately, burnout.

The Ripple Effects of AI Burnout on Marketing Teams

Endless edits and tool overload are just the tip of the iceberg. AI is transforming the way marketing teams operate at every level. It affects creativity, raises new data and privacy risks, disrupts established processes, and alters how teams perceive their roles and responsibilities.

Understanding these effects is key to seeing why burnout is spreading and how to prevent it.

1. Creativity

AI can brainstorm hundreds of campaign ideas in seconds, draft blog posts, or design social graphics. But when brands lean too heavily on it, content starts to look and feel the same. Instead of bold creative risks, teams default to “what the AI suggested.”

Here’s a simple example. We asked two different AI tools (ChatGPT and Gemini) to write an email with a 40% discount for best-selling beauty products. The results feel similar, with subject lines, phrasing, and structure that overlap.

This shows that, over time, originality suffers and brands risk losing the unique voice that once set them apart. Inevitably, marketers shift from being storytellers to being operators of prompts.

2. Data and privacy concerns

Most AI platforms learn from user input. That means when a marketer uploads customer data, campaign performance reports, or even drafts of confidential strategies, they may be unknowingly feeding sensitive information into external systems.

This creates compliance risks with GDPR, CCPA, and other regulations, but it also fuels growing skepticism. Customers are increasingly wary that their data might be used to “train” a model, and if that suspicion takes hold, a brand can quickly lose customer trust.

The concern, though, isn’t only external. Inside organizations, employees themselves highlight the same risks. In a recent survey, 51% cite cybersecurity, 50% cite inaccuracies, 43% worry about personal privacy, and 40% point to IP infringement as their top concerns with generative AI.

In a nutshell, data and privacy concerns significantly influence how customers perceive a brand and how secure employees feel when using AI. When trust breaks down on both sides, marketing takes a direct hit.

3. Disruption of traditional processes and channels

Traditional marketing processes are being rewritten at lightning speed. A McKinsey study found that 78% of companies already use AI in at least one business function, reshaping how teams plan and execute campaigns.

What used to follow predictable workflows now demands constant adaptation.

Campaigns built around long lead times must compete with real-time AI-generated assets. SEO teams need to optimize not just for people but also for AI-powered search engines that rank content differently. Even email marketing and paid media are shifting as AI-driven personalization changes how messages are delivered and measured.

The result is that instead of streamlining processes, AI often adds new layers of work, which demand more skills, awareness, and energy from already busy teams.

4. Team morale and shift of roles

Speaking of teams, when AI takes over ideation, copywriting, and even reporting, human contributions can feel undervalued.

Junior marketers, who once built skills through hands-on work, now risk losing those opportunities. A social media coordinator, for instance, may be told to “use AI for captions.” Instead of experimenting and developing their own voice, they spend most of their time copying and pasting prompts and lightly editing the output. This may be fast in the short term, but limiting for growth.

At the same time, senior marketers face role confusion. Along with leading campaigns, they’re suddenly tasked with reviewing AI outputs and supervising tools they were never trained to manage.

The result is a team dynamic where juniors feel replaceable and seniors feel overburdened, fueling anxiety and lowering morale across the board. Over time, core skills like persuasive writing, critical data analysis, and original campaign strategy begin to fade, leaving the team less capable and more reliant on AI.

5. Customer perception

Despite AI adoption being on the rise, audiences are becoming more skeptical of AI-generated campaigns.

Research indicates that 57% of people trust human-generated content more than AI-generated content, and 63% can already distinguish between the two. Even among younger audiences, where 32% of 25–34-year-olds are more open to AI, the majority (52%) still say they prefer human writing.

This trust gap also affects behavior, with 34% of consumers saying they’d be less likely to buy from a brand if they knew its marketing was AI-generated. When brands lean too heavily on AI, they risk losing the nuance and authenticity that build loyalty. This becomes a serious problem in industries where credibility is essential for conducting business, such as finance, healthcare, or education.

How to Mitigate AI Burnout

Burnout isn’t inevitable, but with the right best practices, you and your team can use AI without being consumed by it.

• Set realistic expectations: Define exactly where AI fits into your workflows. Create a simple policy that states what AI can support (drafting, research, repetitive tasks) and what remains human-driven (strategy, final approvals, creative direction). A few clear SOPs will save your team from confusion and ensure consistent adoption.
• Provide training: Many employees say they would use AI more if they had proper guidance, yet support is often missing. Close the gap with onboarding workshops, a shared prompt library of proven examples, and monthly Q&A sessions to tackle real use cases.
• Choose tools carefully: Ask yourself whether they’ll save time, improve quality, or integrate well with what your team is already using. If not, skip them. Start with a small pilot group, track time saved and output quality, and gather feedback on usability. Only roll out a platform to the whole team if the pilot shows clear benefits and minimal friction.
• Promote creativity: Use AI for first drafts, background research, or data-heavy tasks, but let people shape the brand voice, storytelling, and final creative direction. To prevent skill atrophy, rotate creative assignments across the team. For example, have juniors draft campaign concepts while seniors refine strategy, so everyone gets involved in the process.
• Support your team after adoption: Once a new tool is in place, check how it’s impacting daily work. Run quick feedback surveys or short team huddles to identify issues like tool fatigue or workflow slowdowns. Share what you learn and adjust processes so adoption feels supportive, not forced.
• Protect data and privacy: Write clear guidelines for what information can be entered into AI systems. Limit the use of customer data, stick to compliant platforms, and regularly audit usage.

Using AI Strategically

AI is not the enemy of marketers, but it’s not the silver bullet either. The real value lies in stopping to treat it as a shortcut and instead using it as a support system. Marketers who take a strategic approach will be the ones who stay ahead.

And remember, the future of marketing won’t belong to the brands with the most AI, but to those that know how to use it without losing themselves.

FAQs

Below, let’s see some common questions about AI burnout in marketing.

1. What is AI burnout in marketing?

AI burnout occurs when the pressure to constantly test tools, master new platforms, and meet rising expectations exceeds the benefits AI is intended to bring. Instead of saving time, AI ends up adding stress and complexity to a marketer’s workload.

2. Are managers and senior leaders more vulnerable to AI burnout than employees?

Employees may feel the strain of extra work and new tools, but leaders carry another layer of stress. They are under pressure to demonstrate quick wins from AI, keep pace with rapid changes, and address the larger ethical questions that come with it. With the added expectation to be “always on,” decision fatigue and stress can hit them hard, sometimes even harder than their teams.

3. How can I tell if my team is experiencing AI burnout?

Look for signs such as increased stress, tool fatigue, declining morale, over-reliance on AI outputs, or content that starts to lose its originality. If team members feel more like operators than creatives, burnout may already be setting in.

4. Does using AI really save money in marketing?

While AI can automate certain tasks, most tools only perform well with paid plans. Without a clear ROI, subscriptions can pile up and eat into budgets. In some cases, editing and supervising AI output can be more time-consuming and costly than expected.

5. What are the risks of relying too much on AI-generated content?

Over-reliance can lead to generic messaging, a loss of brand authenticity, compliance issues with sensitive data, and a decline in core marketing skills. Most importantly, it can weaken trust and loyalty among customers who crave human connection.

We’ve all heard the golden rule of email marketing: Keep your emails short and to the point, or risk losing your readers’ attention.

But what if this widely accepted wisdom is actually a myth? What if the real secret to email engagement isn’t brevity, but value?

Attention isn’t a given; it’s earned. And when you consistently deliver meaningful content that matches your audience’s interests and needs, they’re more likely to invest time in what you have to say.

Where The Myth Lies

Why has this common belief gained rock-solid ground over the last years? Mainly, it’s because we live in a world of instant gratification. The factors that reinforce this myth are hard to deny:

• Short attention spans: With the sheer volume of emails and notifications received daily, it’s hard to focus on a long email. We skim content, move on quickly, and prioritize tasks that feel more valuable.
• Information overload: People might feel overwhelmed by the excess of information provided in a long email, especially if it’s not well-structured or visually appealing. Deleting or ignoring it becomes the easy option.
• Time constraints: Many people check their emails on the go or during brief breaks at work. On these occasions, they hardly ever have the time to spare in reading a lengthy resource.
• Lack of immediate action: We’re used to expecting a clear call-to-action in our emails. When this action is hard to find at first glance, we’re likely to skip to the next one, hoping we’ll find time to come back later. A promise we hardly ever keep.
• Device limitations: Long emails that aren’t optimized for mobile are harder to read. Considering that 64% of email recipients open their emails on mobile devices, they have a poor experience and are highly likely to skip or delete.
• Social media habits: With the rise of platforms like IG and TikTok we’ve become more used to consuming quick, digestible content in the form of posts or reels. A long-form email can feel out of place or even alienating.

Yes, the quick digital world we live in doesn’t leave much space for long emails to breathe. But does that mean we should abandon them entirely?

When Short Emails Make Total Sense

Short and sweet messages don’t just fit our fast, digital world. They’re perfect for cases like:

Promotional emails

When launching a flash sale or a limited-time offer, you want to ensure that the reader will find all important information without even scrolling down. Otherwise, you put conversions at stake.

If you want to create a longer version to add more details, such as social proof or product recommendations, the primary CTA button should be placed high up. This way you’ll grab the attention of people who don’t have more time or energy to invest, but are into your offer.

Check out this “last chance” email by Fender and take notes:

Transactional emails

Transactional emails, the automated messages sent to recipients after a specific action, such as a purchase or password reset, are by default, short. They provide essential information to the person who triggered the action to reassure them.

Certain brands also add promotional sections in some of these messages, such as order confirmations, to benefit from a consumer’s purchasing momentum. But again, this information must be considered secondary.

Here’s a great email example by Hers—compact, but detailed:

Abandoned cart emails

Abandoned cart emails are triggered when a website visitor has added an item to their cart but never completed checkout. A cleverly written notification, followed by a product image, a short description, and a clear CTA button, is all they need to convert into customers.

Would a longer version work? Probably not, unless the product is high-value and requires more detail for purchase, such as specific shipping and return policies.

Check out this example by Aventon, written in urgent language to drive action:

When Long Emails Win The Stage

But what happens with emails that simply have more to say? Think of newsletters like the Morning Brew and The Good Trade. With so many fans around the globe it’s hard to deny their popularity. What’s more, the rise of Substack newsletters indicates that many email users are more than willing to spend time reading content-heavy emails, as long as the content resonates with them.

Certain email types, in fact, would lose their value entirely if we tried to shorten them. Let’s look at some examples:

Educational emails

Educational campaigns provide valuable and actionable insights about a specific process or product. They usually consist of text content, visuals, and calls-to-action (CTAs) appealingly structured to encourage subscribers to read through.

The more personalized these emails are, the higher the engagement. Crucially, people prefer emails with resonant content, presented in a way that doesn’t exhaust the reader, even when the text is long.

Check out this educational email we created for Mental Health Awareness Month. The bullet points and checklist make the format easier for the reader. And even though it’s coupled with a promotional offer, the focus remains on the information:

Storytelling

Not all emails are promotional or action-oriented. Sometimes, marketers use this channel to build a stronger connection with subscribers through narrative techniques and storytelling. For example, they might use nostalgic language in a campaign to evoke emotion, which, in turn, drives brand awareness and customer retention.

You cannot replace most of these emails with shorter alternatives without either missing the core goal or compromising on quality and authenticity.

Here’s an amazing example by Charity Water, which aims to evoke gratitude and generosity in its readers:

Complex information

You can’t always explain a complex, multi-step process to readers in just a few lines. Sometimes, you need to clearly explain each step to avoid confusion.

Consider onboarding emails, for example. You must include as many details as needed to set new users or customers up for success. If you don’t, you may end up increasing support tickets, or worse, generating dissatisfied customers.

In the example below, Miro shared an email that included information about a feature, incorporating a user story to help readers fully understand certain platform capabilities:

Premium offers

When presenting prospects with a more premium product or service, you can’t convince them to invest more in your brand with just a few words. You need to be detailed and clearly articulate all the benefits they’ll gain if they follow your advice.

Therefore, when crafting upselling emails or promoting premium products, share all the necessary evidence to make readers take your offer more seriously, especially if they’re already customers or qualified leads.

Here’s how Canva approached it. Every detail a soon-to-be Pro customer will need is included:

Turning Long Emails into Messages People Actually Read

Yes, some emails need more words. But the way you put those words to your message matter.

1. Use a captivating subject line and introduction

The first impression is formed in the inbox, starting with the subject line. Great subject lines reflect the email’s content and should evoke curiosity in readers. While character limits vary, aiming for 20 to 40 characters helps maintain readability on mobile devices.

Next, make sure your introduction hooks the reader and makes them want to learn more. This way, they’ll willingly invest the time and energy needed to read through the entire message.

Let’s explore Moosend’s email for a better grasp. The subject line, “😟Are Your Emails Adding to Inbox Fatigue?”, addresses the reader directly and makes them wonder if they’re part of the problem. The worried-face emoji evokes emotion, motivating subscribers to open the campaign.

In the body, the reader learns about a concerning issue and is offered a discount to honor Mental Health Awareness Month and take active steps to tackle it.

Not sure how to start wowing your audience? Use an AI writer to experiment with different subject lines and introductions to find what resonates best.

2. Prioritize well-defined structure and layout

To create a better reader experience for longer emails, you must ensure that navigation is smooth and easy. Use headings for each section, generous white space to clearly divide content, and relevant visuals to enhance the experience.

Two popular patterns that marketers often use are the F and Z layouts. These scan patterns help readers quickly identify key sections without causing fatigue. The good news is that most email marketing services offer pre-made, professionally designed templates that prioritize clear navigation. You can then use their editors to customize these templates based on your specific needs.

Try Moosend for free

But what if your newsletter is focused solely on storytelling, with few or no visuals? You can still make navigation easier by bolding key terms, creating lists (listicles), and writing shorter sentences that create more “breathing room” and are easier to process.

3. Use strategic headlines and subheaders

Just as the subject line determines whether a subscriber will open an email, the headline plays a key role in guiding them through the content. Introduce the topic in a motivational way to help readers identify with the material immediately.

Adding a pain point or a key benefit to the headline will make it more impactful. For example, Miro used “Keep your projects moving forward” to entice readers who want to improve work efficiency to continue reading.

Subheaders are also vital for navigation. You can try different styles for variety, such as questions or wordplay, to make your content more engaging. However, keep the underlying tone consistent to avoid a confusing reading experience that distracts from the email’s main goal.

This email by The School of Life, for example, has nailed navigation through its strategic use of headlines and subheaders:

4. Incorporate complementary design elements

Visuals, GIFs, and videos can transform a long email into a much more engaging experience. When using images, choose themes that complement your copy to help readers visualize a process, a situation, or even a feeling.

If you are guiding users through a process, consider using a GIF or embed a short video. This also contributes to a more interactive and creative experience. However, be sure to place them at strategic points. When placed at the very top, they might grab all the attention and prevent readers from engaging with the text.

And of course, ensure that all visual elements align with your brand guidelines to create a consistent experience across all channels.

5. Use distinct CTA buttons

While some longer newsletters are zero-click (focused purely on content consumption), others are designed to motivate readers to take specific actions. To optimize your use of CTA buttons, consider these key questions:

• How many actions do you want to promote through this email?
• Which is the primary, most important action to prioritize?
• What colors will make your buttons stand out?
• Where should you place them to maximize visibility?

For example, if you’re in SaaS and your goal is to drive people to the pricing page, place this primary button at the top. This ensures high visibility and generates clicks, even from readers who don’t have time to read the entire email. If the email is very long, you can repeat the primary CTA once more and use secondary CTA buttons with a less dominant color.

As for the copy, a good rule of thumb is to use actionable language for primary buttons (e.g., “Join Today” or “Start Free Trial”) and reserve more generic options like “Explore More” for secondary actions.

Count Added Value, Not Words

It’s time to stop counting words and start measuring value. The length of your email isn’t the true metric; what truly counts is the substance it delivers.

When you prioritize delivering meaningful content that solves a pain point or offers new knowledge, your audience will gladly invest their time. They’ll stop seeing your emails as a chore and start viewing them as a source of genuine value, no matter the final word count.