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Ah… email. Since its humble beginnings in 1971, this digital communication tool has quietly shaped the way we connect, communicate, and conduct business. Fifty-plus years later, it’s still going strong.

Over the decades, the digital space has evolved dramatically, giving rise to groundbreaking innovations:

The rapid evolution of technology is nothing short of astounding:

• The first cell phone was developed in 1973.
• 1980 brought the dawn of online shopping.
• By 1981, the first laptop was a reality.
• Color plasma displays debuted in 1992.
• The iPod hit the market in 2001, followed by YouTube’s launch in 2005, the iPhone’s release in 2007, and the iPad in 2010.

And here we are in 2024, communicating through everything from Sanskrit to Slack, navigating an endless array of devices—phones, laptops, and everything in between. Emails have been a cornerstone in this progression.

 

From Letters to (e)Mail: A Brief History

Before emails, communication was more tactile and personal:
Writing. Letters.

Yes, people wrote letters, talked more on the phone, and even showed up at each other’s homes. Imagine that!

The world of sales and advertising mirrored this tangible approach with newspaper ads, TV commercials, telemarketing, and door-to-door selling. However, everything shifted in 1978, just seven years after email’s invention. A company sent e-marketing material to over 400 contacts and generated $13 million in sales. This event forever altered the trajectory of communication and marketing.

Over the next two decades, email marketing became indispensable. Computers became household staples, transforming into the new television. Fast forward to today, nearly everyone has an email address—and checks it daily.

In January 2022, 92% of the U.S. population actively used email as a communication tool.

Key Stats on Email Marketing:

• 60% of users prefer brands to contact them via email.
• 59% of consumers say email marketing influences their purchasing decisions.

The takeaway? Email marketing isn’t dead.

Your perception of it—or your strategy—might be.

 

Email Marketing: A 50-Year-Old Strategy That Works

Despite its age, email marketing remains one of the most effective tools in a marketer’s arsenal. Why? Let’s explore.

The Myths

1. “Millennials don’t subscribe to email marketing.”
   Wrong. Millennials and Gen X check and use their emails more than any other age group—including Boomers.
2. “You need an extensive list to see results.”
   Not true. Smaller, well-segmented lists often outperform larger ones. Understanding your audience and solving their problems is the key.
3. “Email marketing is complicated and expensive.”
   On the contrary, email marketing platforms like MailChimp or Klaviyo are affordable and user-friendly. Campaigns are straightforward to set up, especially compared to the constant demands of social media content creation.

 

The Reality
Email marketing delivers a 4,200% ROI—a statistic so powerful that 4 out of 5 marketers would choose it over social media marketing. Here’s why it works:

1. Targeted Audience
   Unlike social media or PPC, email marketing reaches an audience already interested in your brand. Half the battle is already won.
2. Cost and Time Efficiency
   Email marketing is inexpensive, and setting up campaigns is relatively quick. Unlike the relentless demands of social media, emails can—and should—be simple.
3. Personal Connection
   Emails allow for unmatched personalization. A simple, heartfelt message connects more than a loud, flashy advertisement. Forget blinding “HUGE SAVINGS” banners. Instead, focus on your customer’s needs and stories.

 

The Future of Email Marketing

Email marketing isn’t going anywhere—it just needs to evolve. In today’s world, overrun by flashy content and superficial ads, success lies in being intentional, personal, and genuine.

If businesses embraced these principles, not only would they see higher profits, but they’d also build lasting relationships with their customers.

So, what do you want for your business? Maybe email marketing is the answer. The only way to know is to do it right.

If your looking for email marketing done right, we’re here to help! Book your Discovery Call today!

 

Lately, we’ve been getting a lot of questions about Klaviyo’s pricing update. Let’s break it down and see what’s really going on —and how small businesses can SAVE MONEY.

 

WHAT’S HAPPENING?

Starting February 18th, Klaviyo will enforce pricing based on “Active profiles” for legacy accounts.

Previously, you only paid for emailed contacts, but that loophole is closing. For existing customers, price increases will be capped at 25%—unless you downgrade your plan.

 

WHO DOES THIS AFFECT?

Small businesses, particularly subscription brands, may feel this the most.

Why? Many subscription brands hold large numbers of “Active profiles” but email less often to avoid annoying customers. Businesses with longer purchase cycles or seasonal demand—who send emails infrequently—may also face higher costs without proportional email activity.

 

WHY IS KLAVIYO DOING THIS?

Klaviyo is now a public company, meaning their decisions must align with shareholder interests.

Their last price hike saw little churn, signaling that customers value their platform enough to absorb increases. Now, they’re testing the market again. This could also reflect pressure to maximize short-term profits as they expand into new industries and verticals.

 

HOW CAN YOU LOWER YOUR COSTS?

Here are two key strategies to help manage costs:

 

1. Clean Your Email List (and Keep it Clean)

Pruning inactive subscribers is critical for reducing costs. Here are some additional tips:

Identify Inactive Profiles: Go beyond engagement metrics and segment profiles with no purchases, site activity, or email clicks in the last 6–12 months.

Re-engage Before Suppressing: Send a targeted “We Miss You!” campaign with an exclusive offer to see if inactive subscribers can be won back.

Focus on Quality Over Quantity: Suppress any contacts who remain unresponsive after re-engagement efforts.

Use Automation: Implement a “Sunset Flow” that automatically suppresses profiles meeting inactivity criteria.

Trim Non-Buyers: If someone has been on your list for 6+ months and never purchased, consider suppressing or removing them.

Review Consent: Check that your contacts have opted in properly to avoid wasting resources on uninterested subscribers.

 

2. Consider Switching Platforms

Switching email platforms can save money, but it’s not a decision to take lightly. Here’s what to consider:

Feature Parity: Ensure the new platform offers the tools you rely on, like advanced segmentation, automations, and integrations with your eCommerce stack.

Migration Costs: Factor in the time and resources required to move data, recreate automations, and train your team on a new system.

Scalability: Will the new platform grow with your business? A cheaper option might cost more in the long run if it limits your growth.

Hidden Costs: Look beyond headline prices—some platforms charge extra for transactional emails, SMS, or certain integrations.

Customer Support: Switching to a budget platform could mean sacrificing the level of support Klaviyo provides.

 

THE BIG QUESTION

Most small businesses will probably absorb the price increase—but here’s what you need to ask yourself:

“Am I using Klaviyo to its full potential, or could I save money with a simpler platform while maintaining results?”

 

Evaluate your options carefully:

Quantify potential savings.
Assess the opportunity costs of switching platforms.
Consider where your time and budget are best spent to drive growth.
Klaviyo’s price hike reflects its position as a leading email platform, but it also reminds us to stay focused on what truly delivers value to our businesses.

 

What should you do now?

Ultimately, the decision is with you. You know your business best! Take time to evaluate. Look at your current costs, potential savings, and—most importantly—what drives the most value!

If you choose option 1, we can help you clean out your list for a small fixed fee.

If you choose option 2 we’re offering a free migration service for all of Quarter 1 in 2024 – complete with flow, template and segmentation carry over – done in 72 hours or less to Omnisend, our partner of choice!

Book a Discovery Call to get started!

 

Email marketing remains one of the most effective ways to drive engagement and sales, with an ROI of 4,400%—that’s up to $44 for every $1 spent! But with 270 billion emails sent daily, getting noticed is harder than ever.

If your open rates, click-throughs, or conversions are low, it’s time to rethink your strategy. Here are 10 creative ways to level up your email marketing campaigns and boost engagement.

 

1. Segment Your Audience Based on Behavior

Personalization is key! 57% of consumers say they’re more likely to engage if they receive personalized content. If you’re still sending the same email to everyone, you’re missing out.

Start segmenting your email list based on customer behavior, purchase history, or interests. With better targeting, you’ll see higher open rates, more clicks, and better conversions.

🔹 Example: An eCommerce store can send different product recommendations to first-time shoppers vs. repeat buyers.

 

2. Use Dynamic and Interactive Content

Plain text emails don’t cut it anymore. To keep readers engaged, mix in GIFs, videos, polls, and interactive elements.

🔹 Ideas:

Flip-through holiday catalogs

Looping product videos

Personalized video messages

Surveys or polls to gather customer feedback

Nordstrom, for example, tailors product recommendations based on seasons and weather.

 

3. Recover Abandoned Carts with Smart Follow-Ups

Up to 70% of shopping carts are abandoned. But here’s the good news: 5-11% of lost sales can be recovered with well-timed follow-up emails.

Send a series of abandoned cart reminders, each with a different angle:

1st email: A simple reminder (within 24 hours)

2nd email: Showcase product benefits or reviews

3rd email: Offer an exclusive discount or free shipping

🔹 Example: Adidas uses playful, engaging copy to remind customers of their left-behind items.

 

4. Personalize Your Onboarding Experience

A great welcome series can make or break a customer’s relationship with your brand. Instead of a generic “Thanks for signing up,” use onboarding emails to introduce your brand’s value.

🔹 For eCommerce: Send styling tips, usage guides, or exclusive offers.
🔹 For SaaS: Provide tutorial videos, feature walkthroughs, and success stories.

Make it easy for new subscribers to engage with your brand from day one!

 

5. Optimize Your Email Preview Text

The email preview text is like a movie trailer—it gives people a sneak peek before they decide to open. Yet, many brands waste this space with generic lines like “Having trouble viewing this email?”

Instead, use this space to create curiosity or urgency.

🔹 Example:

Subject: “Flash Sale: 50% Off Ends Tonight!”

Preview Text: “Last chance! Get your favorites before the clock runs out.”

 

6. Test Different Email Layouts

Don’t stick to the same design every time. Testing different layouts and templates keeps emails fresh and helps identify what converts best.

🔹 Experiment with:

Single-column vs. multi-column designs

Image-heavy vs. text-focused emails

Different CTA placements

The right layout can increase engagement and improve readability for your audience.

 

7. Combine Email with Other Marketing Channels

Email marketing is powerful, but combining it with other channels can amplify your results.

🔹 Ideas:

Use email to drive traffic back to your blog or website (great for SEO!)

Promote your email list through social media and offer incentives to join

Follow up on email campaigns with SMS reminders

🔹 Example: Brands use retargeting ads on Facebook to remind email subscribers about products they browsed.

 

8. Make Transactional Emails Stand Out

Order confirmations and shipping updates have some of the highest open rates (up to 70%), yet they’re often overlooked as engagement opportunities.

Turn these emails into brand-building moments:

Add personality with fun, engaging copy

Include upsell or cross-sell opportunities

Offer tracking updates with real-time delivery status

🔹 Example: Tradesy adds friendly, excited messaging to order confirmation emails, reinforcing the brand’s tone and personality.

 

9. Ask for Feedback & Involve Your Customers

Customers love when brands listen. Make feedback easy and incentivize responses when possible.

🔹 Ways to gather feedback:

Send a one-click survey post-purchase

Ask for product reviews in exchange for a discount

Use polls in emails to understand customer preferences

This not only boosts engagement but helps you improve your offerings based on real insights.

 

10. Use the Right Tools for Email Marketing Success

The right tech stack makes all the difference in email marketing. Automate your campaigns and ensure compliance with privacy regulations like GDPR, CCPA, and PIPEDA.

🔹 Essential email marketing tools:

Automation & Segmentation: ActiveCampaign, HubSpot

Analytics & Testing: Litmus, Google Analytics

Make sure your email marketing tools align with your business goals and privacy requirements!

 

Final Thoughts

Your emails don’t have to get lost in a crowded inbox. By implementing these 10 strategies, you can create more engaging, personalized, and high-converting email campaigns.

Key Takeaways:

✔ Segment your audience for more relevant emails

✔ Use dynamic content like GIFs and videos

✔ Recover lost sales with abandoned cart reminders

✔ Optimize preview text and email layouts

✔ Combine email with other marketing channels

✔ Use automation and the right tools for efficiency

Ready to improve your email marketing?

Start testing these strategies today and watch your engagement and conversions soar!