As Pride month in the UK comes to an end for another year, and our team prepares to join the London Pride march as sponsors this weekend, we spoke to Nicky Penkov, Dotdigital’s DEI lead and Global People Director, to discuss what Pride means at Dotdigital and how our learnings can help other organizations.

Why Pride matters at Dotdigital

Nicky, can you tell us why Pride is such an important cause to celebrate for Dotdigital?

I started working at Dotdigital almost 15 years ago and took on the DEI Lead role 5 years ago. It’s extremely important to me that we’re enabling employees to feel confident in being their authentic selves.

Pride is an important part of our DEI work as a global company. We are committed to making sure everyone knows they’re welcome in our offices and as part of our wider community. The marketing industry is filled with incredible, diverse professionals and we want to ensure true representation. With Pride falling in different months around the world, the Dotdigital DEI group runs its own ‘DotPride’ celebration every July. The month aims to make all employees feel safe and seen, regardless of their gender identity and sexual orientation.

It’s vital that our employees are empowered to steer how we celebrate Pride at work, and we feel lucky that our people have been so willing to be part of this journey. Dotdigital colleagues are great at sharing their own stories and experiences, and having such openness to learning and supporting others. I’m very proud of the work that’s being done all over Dotdigital by individuals and teams to support inclusion and belonging.

How Dotdigital celebrates Pride

So, Nicky, how does Dotdigital celebrate Pride?

Storytelling is always an important part of Dotdigital Pride celebrations, be that employees telling their own stories, sharing inspiring stories they resonate with, or inviting others to speak to us.

We run panels, virtual and in-person, and the most important part here is that we let employees take the lead on what they think needs to be spoken about each year.

With gender and sexual orientation being such an emotive and complex subject, we always ensure that employees can share their stories in whatever way they wish to, whether that’s an anonymous internal blog post, an in-person panel event, or anything in between. Pride at Dotdigital is about inclusivity and comfort, and the style of our celebrations stays true to that. We also have a system in place so that employees can raise an issue or simply speak with a member of the People team completely anonymously if they wish.

We also put a lot of emphasis on allyship. Not everyone is a member of the LGBTQ+ community themselves, but they still want to get involved and support and celebrate. Allies play an essential role in building that culture across the entire business.

Pride celebrations also mean a lot of joy and color. We’ve had a spot in London’s Pride parade since 2017, and it’s a great day where lots of the team and their loved ones can all march together.

Why workplaces should celebrate Pride in 2025

Nicky, why do you think it’s important for workplaces to celebrate Pride?

People forgot how recently same-sex relationships were classed as criminal activity. It wasn’t until 2003 that the USA decriminalized same-sex sexual activity nationwide. Obviously, a lot of states had already made that change, but the final act didn’t pass until that time.

While England and Wales decriminalized homosexual acts in 1967, it wasn’t until 1980 that Scotland followed suit, and 1982 that Northern Ireland caught up. And then it was decades more before the laws around same-sex marriage changed, and the age of consent was equalized to heterosexual relations.

If that wasn’t shocking enough, there are still so many countries around the world that sadly still haven’t passed these basic laws of human rights. People can still be fired and outcast for being who they are. We can’t ignore this.

It’s also sadly the case that this progress isn’t always linear or guaranteed to remain, so loudly supporting and advocating for LGBTQ+ rights is very necessary in 2025.

Advice on how to celebrate Pride in the workplace

Nicky, how do you recommend that organizations show support during Pride?

Employers need to stay curious and be aware that it’s an ever-changing landscape with legislation and attitudes still evolving all the time. Keep in touch with news and updates that impact the LGBTQ+ community and look out for things that could impact your employees.

To avoid ‘rainbow washing,’ your organization has to actively support LGBTQ+ employees and the wider community. Rainbow logos don’t count if your workplace culture doesn’t match. Humanize the celebrations and focus on your current and future employees above all else.

Ultimately, the most important thing is to put measures in place that extend beyond one singular Pride month.

5 tips to celebrate Pride at work

• Listen to your employees, and support them all year round
• Give employees freedom to own the celebrations
• Address the elephant in the room and have the difficult conversations on the hard topics
• Approach the topic with genuine curiosity and openness
• Encourage your employees to build a community, such as employee groups or an LGBTQ+ Slack channel

Recent changes in LGBTQ+ and Pride in the workplace

Nicky, any final thoughts you’d like to share?

I’ve been lucky to have always worked in progressive and accepting businesses. Over the last few years, there has been a shift towards a greater understanding of the meaning and benefits of allyship and in providing a clear and visible way that people can support colleagues. Allyship’s inclusion in the topic means the whole business can get involved.

There’s also certainly been a greater understanding and recognition of transgender issues in the last few years, and the importance of clear support. This year, we’re going to be launching a series of transgender support pieces to recognize, celebrate, and educate our employees and their loved ones, as well as setting out a clear intent of how we as a business can support transgender individuals.

People are at the heart of everything we do, and I hope that LGBTQ+ employees feel that they can be open about themselves and that they feel acceptance, support, and love! And if for any reason they, or any of our employees, don’t currently feel that way, they can raise it knowing it will be met with understanding and a commitment to change that.

With new EU legislation now in force, accessible email marketing has stepped into the spotlight, making inclusivity not just a best practice but a must-have for every campaign. In this article, we will give you the lowdown on the European Accessibility Act, outline best practices for accessible email marketing, and show you how to meet the new marketing standards.

What is the European Accessibility Act (EAA)?

The EAA aims to make tech, products, and services more accessible for everyone. The goal is to make society more inclusive by removing inconsistent rules across EU member states. For email marketers, it’s about making sure everyone can access your online content.

This is a sweeping new regulation that came into effect on 28 June 2025. But it’s not the only one marketers need to know about. Other laws and guidelines to be aware of include:

• Americans with Disabilities Act (USA)
• Equality Act (UK)
• Disabilities Discrimination Act (AUS)
• Act on the Elimination of Discrimination against Persons with Disabilities (JAP)
• United Nations Convention on the Rights of Persons with Disabilities (CRPD)
• Web Content Accessibility Guidelines (WCAG)

Why accessibility matters

One in six adults worldwide has a disability. Yet the accessibility of online content is often overlooked. Some common disabilities that impact email engagement include:

• Dyslexia: Affecting approximately 780 million people globally
• Vision impairments: At least 2.2 billion people have near or distance vision impairment
• Color blindness: Color vision deficiency (CVD) affects around 300 million people worldwide
• Cognitive impairment: Over 55 million people globally have a cognitive impairment
• Situational disabilities: Temporary injuries like broken fingers can limit interactions with digital content

Accessible marketing also helps people with older devices or limited internet access. Slow connections and outdated technology can impact a person’s online experience. Accessible email design helps you overcome these challenges. So, if you’re not thinking about accessible emails, you’re missing a huge proportion of your potential customer base.

What accessibility requirements apply to you?

For digital marketers and email marketers specifically, the EAA outlines features businesses must incorporate. These include:

• Alternative text for images
• Keyboard navigation
• Adjustable font sizes
• Text-to-speech and speech-to-text functionalities
• Captioning and audio descriptions
• Accessible customer support services

The effects of the EAA extend further than just improving accessibility. Marketers need to rethink how they design and deliver online experiences, including email.

Why is accessible email marketing important?

Let’s dive into some of the top benefits of accessible email marketing.

1. Broader reach

When your emails are accessible, everyone can receive and understand your message. This seriously extends the reach and impact of your marketing. Inclusivity helps you reach more customers and shows how you value every subscriber.

2. Improved engagement

Studies show that accessible emails can double conversion rates and boost engagement by 18%. Accessible design and copywriting help keep subscribers connecting with your marketing. Easy-to-click CTAs and easy-to-read copy are essential for accessibility and conversions.

3. Better brand reputation

Accessible marketing shows you put your audience first. It builds trust, fosters loyalty, and tells subscribers you understand their needs. By meeting the needs of your whole audience, your brand image will flourish.

Accessibility best practices for email marketing

Email Markup Consortium’s (EMC) research into email accessibility found that 99% of emails contained “serious” or “critical” issues. But the good news is that many of these issues are easy to fix. All you have to do is follow the best practice principles laid out in the WCAG.

Email design best practice

1. Balance text and images

Subscribers with low or no vision must listen to your email using a screen reader. When designing emails, ensure written content delivers the main message of your campaign. Image-based emails (where the copy is part of an image) are not accessible. If the message is lost with images switched off, then screen readers can’t read it either.

2. Use clear and readable fonts

Choose simple, readable, sans-serif fonts (like Arial, Verdana, or Roboto) at a minimum size of 11–14px. This helps ensure that the text is easy to read for all subscribers.

3. Use plenty of white space

Adding padding and white space around your visual elements and copy reduces visual clutter. It also improves the experience for subscribers with cognitive or visual impairments. Think about your line spacing, too. It’s recommended to have a line height that’s 1.5x more than your font size.

4. Be thoughtful with your use of color

Make sure color isn’t the sole method of delivering important information. This isn’t accessible to readers with color blindness or low vision. There should be a high contrast between the colors in your email, especially between the copy and background colors. Aim for a minimum contrast ratio of 4.5:1 for normal text and 3:1 for large text between your text and background. You can check your color contrast using this contrast checker.

5. Add alternative text to all images

Every image should have concise, meaningful alt. text. This helps subscribers who use screen readers or have images turned off still get the full context of your message.

6. Create a responsive and mobile-friendly email template

Design email templates that adapt to any device or screen size. Large, tappable buttons and scalable images make navigation easier for everyone, especially on mobile devices.

7. Use accessible GIFs and animations

Never auto-play audio or video, and avoid flashing or fast, animated content. Any flashing elements should meet the three-flashes-per-second rule to prevent triggering seizures. If you include media, also be sure to include captions and transcripts for accessibility.

8. Use semantic HTML and clear language tags

If you need to edit your email template using HTML, use proper HTML and language tags. This helps screen readers interpret and pronounce content correctly. E.g.

• <header>
• <footer>
• <main>
• <html lang=”en”>

Email copy best practice

1. Write accessible copy

Use plain language and define any technical terms. This supports people with cognitive or learning disabilities, as well as those reading in a non-native language. You can check the accessibility of your copy using the Hemingway App (Grade 9 is the average reading score for adults).

2. Use descriptive subject lines

Write subject lines and/or preview text that summarize the email’s content. Avoid vague or strange wording to help subscribers understand the email’s purpose and improve open rates for everyone.

3. Use descriptive link and button labels

Replace generic phrases like “click here” with descriptive copy that explains the action or destination. For example, “Download the guide” or “Shop tracksuits”. Do this for in-copy links and buttons. This clarity benefits all users, especially those relying on assistive technologies.

4. Plan content with a logical structure

Use headings (H1, H2, H3) to break up your content and guide readers through your message. A well-structured email improves readability and helps screen readers navigate the content better.

5. Avoid all caps

Don’t use uppercase text for emphasis or headings. Text in all caps can be difficult to read, especially for users with dyslexia. It can also lead to misinterpretation by screen readers, thinking they are acronyms. Use bold or larger font sizes instead to draw attention.

6. Use copy instead of images of text

Always use text blocks for important messages. Screen readers can’t read images of text, and they may not scale correctly across devices.

How to make your emails EAA-compliant

Laid out in a list, the best practices for accessible email marketing feel like a lot of work. But that isn’t the case. Making your emails accessible is easier than you think, especially with the right tools and a step-by-step approach.

1. Conduct a template audit

Start by reviewing your existing email templates. Check for:

• Alt text for all images: Ensure every image has concise, meaningful alternative text.
• Fonts and readability: Stick to no more than two fonts in a single email, and make sure it’s readable for everyone.
• Color usage and contrast: Are the color combinations in your emails accessible?

2. Use Dotdigital’s built-in accessibility features

Dotdigital offers a range of features to help you create accessible emails, including tools for alt text, responsive template design, and accessible HTML. These features streamline your compliance efforts and ensure your emails reach everyone.

3. Review and update templates regularly

Accessibility standards and best practices evolve. Regularly audit and update your email templates to stay compliant and provide the best experience for all subscribers.

Conclusion

Making email marketing accessible isn’t just about following the rules laid out by the EAA; it’s about connecting with your community. When emails are accessible, you show that you care about everyone, no matter their abilities. This creates a space for real interaction with your content.

By following some simple best practices like using alt text, choosing easy-to-read fonts, and being smart with color choices, emails become more inviting. This focus on inclusivity helps build trust and loyalty with our customers, showing that their experience matters to you.

Social Snowball is an incredible platform that’s been making waves in the influencer, affiliate, and referral marketing space, and I couldn’t be more impressed with what their team has built. From the very first conversation, it was clear that our values, vision, and culture were deeply aligned. That’s why I’m so happy to welcome the entire Social Snowball team to the Dotdigital family.

So, what does this mean for our customers, partners, and the wider marketing community?
Let’s start with the big picture. At Dotdigital, we’ve always been focused on helping marketers create meaningful, data-driven customer experiences. With the addition of Social Snowball, we’re taking that mission to the next level. Their platform helps ecommerce brands to convert customers, influencers, and affiliates into passionate brand advocates, who promote products they love in exchange for rewards or commissions. It’s word-of-mouth marketing, supercharged by data and automation.

This is a huge win for marketers. Traditional paid channels are becoming harder to track and more expensive to scale. With privacy updates like iOS changes and rising media costs, brands are looking for smarter, more sustainable ways to grow. That’s where Social Snowball shines. The platform is built from the ground up with analytics at its core, giving marketers full visibility into what’s working, from clicks and impressions all the way through to referrals and real revenue.

As social media and ecommerce continue to dominate consumer behavior, influencer and affiliate marketing has become an essential part of the marketing mix, with over 63% of brands planning partnerships with influencers in 2025 and over 25% of companies allocating more than 40% of their marketing budgets to influencer marketing.

By bringing Social Snowball into the Dotdigital fold, we’re extending the capabilities of our marketing and customer experience platform. The integration between the two platforms will provide marketers with an effective, yet simple way to reach more customers and achieve greater ROI from word of mouth marketing.

Social Snowball’s strong presence in the Shopify ecosystem is another exciting aspect of this partnership. With over 1,500 subscription-based Shopify customers, including standout brands like G Fuel, Brez, and True Classic, this acquisition strengthens our presence in a high-growth category we’re really excited about. It aligns perfectly with our strategy to provide even more marketers with easy access to Dotdigital’s technology.

This marks another milestone in our vision to build the leading all-in-one marketing and customer experience platform. With the addition of influencer, affiliate, and referral marketing capabilities, we’re now the first company to bring these powerful channels together. And we couldn’t be prouder. It’s a game-changer for marketers who want to diversify their strategies with trusted, authentic advocacy.

In terms of business operations, both businesses will continue to operate independently. This approach allows us to preserve what makes each company special, while also supporting each other and our customers with the best of both worlds.

The creator economy isn’t just about awareness, it’s about driving real results. Together with Social Snowball, we’re giving brands what they need to do just that. Whether it’s engaging loyal customers, partnering with influencers, or building performance-driven affiliate programs, we’re excited to help marketers turn relationships into results.

To the Social Snowball team: welcome aboard! Your innovation, passion, and commitment to customer success are truly inspiring. I’m excited for what we’ll achieve together. And to our customers and partners: thank you for your continued trust.

Here’s to the next chapter!
—
Milan Patel
CEO, Dotdigital Group

This guide will help you know the important dates and creative themes for your July social media calendar. We have picked out key events and creative ideas to inspire not only your social media campaigns but also your email marketing and SMS marketing efforts.

Important social media calendar dates in July

July 1 – Joke Day #JokeDay
July 1 – Canada Day #CanadaDay
July 2 – World UFO Day #WorldUFODay
July 4 – Independence Day #July4th
July 5 – Bikini Day #BikiniDay
July 6 – Fried Chicken Day #FriedChickenDay
July 7 – World Chocolate Day #WorldChocolateDay
July 8 – Prime Day begins #PrimeDay
July 9 – Fashion Day #FashionDay
July 10 – Pina Colada Day #PinaColadaDay
July 11 – Prime Day ends #PrimeDay
July 11 – Cheer Up the Lonely Day #CheerUpTheLonelyDay
July 11 – National Mojito Day #MojitoDay
July 11 – French Fries Day #FrenchFriesDay
July 12 – Malala Day #MalalaDay
July 14 – Mac and Cheese Day #MacCheeseDay
July 15 – Give Something Away Day #GiveSomethingAwayDay
July 16 – Guinea Pig Appreciation Day #GuineaPigs
July 17 – World Emoji Day #WorldEmojiDay
July 17 – Get To Know Your Customers Day #Customers
July 18 – Nelson Mandela International Day #MandelaDay
July 20 – Lollipop Day #LollipopDay
July 20 – National Moon Day #NationalMoonDay
July 20 – Ice Cream Day #IceCreamDay
July 21 – Junk Food Day #JunkFoodDay
July 24 – Tequila Day #TequilaDay
July 25 – National Wine and Cheese Day #WineAndCheeseDay
July 26 – All or Nothing Day #AllOrNothing
July 28 – Milk Chocolate Day #MilkChocolateDay
July 29 – Lipstick Day #LipstickDay
July 30 – International Day of Friendship #DayOfFriendship
July 30 – National Father-in-Law Day #FatherInLawDay
July 31 – Harry Potter’s Birthday #HappyBirthdayHarry
July 31 – National Intern Day #NationalInternDay

Themes of the month

• National Ice Cream Month
• National Grilling Month
• National Independent Retailer Month

Let’s delve into specific ideas for each date to help you create successful campaigns this July.

July 4 – Independence Day

Celebrate the spirit of freedom and patriotism on Independence Day. Share engaging content that highlights the history and significance of this day. Consider posting patriotic quotes, fun facts about the Fourth of July, and creative DIY decoration ideas. Encourage your audience to share their own celebrations and create a sense of community.

July 7 – World Chocolate Day

Indulge your followers’ sweet tooth on World Chocolate Day. Share mouth-watering images and recipes of chocolate treats, from classic brownies to gourmet truffles. Collaborate with local chocolatiers or bakeries for special promotions or giveaways. Connect with chocolate enthusiasts by showcasing the versatility and joy of chocolate.

July 8 -11- Prime Day

Take advantage of the shopping frenzy on Amazon Prime Day. Highlight special deals, discounts, and exclusive offers available on your products or services. Create engaging posts that showcase the benefits of your offerings and how they can enhance your customers’ lives. Attract bargain hunters and boost your sales with compelling content.

July 20 – Ice Cream Day

Cool down with some delicious content on Ice Cream Day. Post about the history of ice cream, fun facts, and unique flavors from around the world. Share user-generated content of your followers enjoying their favorite ice cream treats. Consider running a poll to find out the most popular ice cream flavor among your audience.

July 24 – Tequila Day

Raise a glass to Tequila Day with some spirited content. Share interesting facts about tequila, cocktail recipes, and the history of this beloved beverage. Collaborate with local bars or restaurants for special promotions or events. Engage with tequila enthusiasts and create a buzz around your brand.

July 29 – Lipstick Day

Pucker up for Lipstick Day with some glamorous content. Share beauty tips, lipstick trends, and tutorials on how to achieve the perfect pout. Collaborate with beauty influencers or brands for special promotions or giveaways. Encourage your audience to share their favorite lipstick shades and connect with makeup enthusiasts.

July 30 – International Day of Friendship

Celebrate the bonds of friendship on International Day of Friendship. Share heartwarming stories, quotes, and images that highlight the importance of friends in our lives. Encourage your audience to tag their friends and share their own friendship stories.

July subject line ideas

Crafting compelling subject lines is essential for capturing your audience’s attention and driving email engagement. To help you create standout subject lines, we’ve analyzed top-performing email campaigns from last July.

Key trends from last year

We found that emails with subject lines that used a combination of exclusivity, urgency, and benefit-orientation saw the highest engagement rates in July. Here are some specific examples:

• Exclusivity: “Welcome to the,” or “You’re invited to our”
• Urgency: “Last chance to,” or “Don’t miss out”
• Benefit-oriented: “Save up to NUMBERPERCENT off,” or “Our free”
• Informative and updates: “Important information about your,” or “An update on”
• Engagement and feedback: “Tell us what you,” or “Thank you for attending”

July inspired subject line ideas

Using these insights, here are some July-themed subject line ideas to inspire your campaigns:

Independence Day: Celebrate July 4 with our summer savings
Bikini Day: Dive into summer with our new bikini collection
World Chocolate Day: Satisfy your sweet tooth with our delicious treats
Pina Colada Day: Escape to paradise with a refreshing piña colada
National Mojito Day: Mix up a classic mojito with our recipe
Ice Cream Day: Beat the heat with our delicious ice cream
Tequila Day: Craft the perfect margarita this tequila day
Lipstick Day: Find your perfect pout with our new lipstick collection
International Day of Friendship: Celebrate friendship day: gift your BFF
General summer savings: Your summer savings start now – up to NUMBERPERCENT off
New collection: Discover the latest: [Product Name] has arrived
Exclusive offer: An exclusive offer just for you, FIRSTNAME
Membership update: Important update about your membership
Limited time offer: Last chance: don’t miss out on these July deals

While these ideas are a fantastic starting point, it’s crucial to customize them to match your unique brand voice. Don’t be afraid to experiment with emojis, playful language, or a strong sense of urgency to truly capture attention.

For an added creative spark, you can also use AI-powered generative tools like WinstonAI to brainstorm new ideas, adjust the tone, or refine the length of your subject lines.

Spark engagement with your July marketing campaigns

With key events and creative ideas in hand, you’re all set to create a captivating social media calendar for July. By staying organized, and diversifying your content, you can enhance your brand’s social media presence and create memorable experiences for your audience throughout the month. Happy posting.

Wait – Google and Yahoo implemented stronger sender requirements?

I envy your blissful ignorance. Let me recap our blog post for your convenience. As of February 2024, Gmail and Yahoo required brands sending more than 5k emails per day to their users to comply with 3 requirements:

1. Implement authentication: SPF, DKIM, and DMARC
2. Make unsubscribing easy: include both a list-unsubscribe technical header supporting one-click unsubscribe and an unsubscribe link in the body of all promotional emails
3. Send wanted mail: keep spam complaint rates below 0.3%

Failure to meet these criteria can result in delays in emails being delivered, emails landing in the spam folder, or even emails not being delivered at all, i.e., bouncing.

For Dotdigital customers, we take care of the authentication and list-unsubscribe technical headers for you. Just make sure you’re including an easy-to-find unsubscribe link in the body of your marketing emails and keep an eye on your spam complaint rates using your account reporting and Google Postmaster Tools.

What has Microsoft changed?

Like Google and Yahoo, Microsoft has announced that it requires technical authentication for any domain sending more than 5k emails per day to Outlook recipients. Outlook covers outlook.com, hotmail.com, and live.com domains as well as their regional variations such as hotmail.co.uk. 

The authentication requirements are:

• SPF must pass for the sending domain
• DKIM must pass
• DMARC with at least a p=none policy is required

Microsoft has also clarified its recommended hygiene practices for high volume senders:

• Use a valid from address that can accept replies
• Make unsubscribe easy
• Regularly suppress invalid addresses
• Send to recipients who have provided consent
• Avoid deceptive practices such as misleading subject lines

Clearer guidance for marketers

Deliverability experts have long been evangelizing best practices for achieving inbox placement, and it’s great to see Microsoft echo what we’ve also heard from Gmail and Yahoo. Advice to marketers for strong deliverability has never been more clear, and it’s coming straight from the horse’s mouth:

• Consent: Opt-in is mandatory, and double or confirmed opt-in is recommended as best practice
• Unsubscribe: Make unsubscribing easy and honor unsubscribes quickly
• List hygiene: Regularly remove invalid and inactive contacts from your database
• Purchased data: Buying lists of contacts is prohibited and bad for your reputation and deliverability
• Content: Should be transparent; don’t use misleading headers or subject lines
• Frequency: Honor the expectations set at time of opt-in, and provide ways for your subscribers to change or reduce frequency of mailings

Marketers and mailbox providers unite

Now that Microsoft has aligned its sender requirements with those of Google and Yahoo, the industry is truly speaking with one voice: authentication, consent, transparency, and hygiene are required for successful inbox placement.

Dotdigital customers continue to be ahead of the curve. We handle the technical stuff for you (like domain authentication and list-unsubscribe headers) so you can focus your marketing expertise on sending relevant, wanted emails to engaged contacts.

If you have questions about your deliverability performance or want help in creating a strategy optimized for the inbox, our Dotdigital Deliverability Consultants are here to help. Reach out to your CSM to ask about our deliverability products.

More like a gathering of minds than a typical seminar, the session explored topics like practical goal setting, what it means to be bold with your email strategy, and how relevant messages can inspire customer loyalty. Read on to find out our top takeaways from the day.

Be SMART about your GROWTH

Have you heard of the GROWTH framework? The GROWTH framework is a super scalable approach to planning and executing your marketing activities. You can use it for everything from top-level strategy to single-run campaigns because it helps you stay focused, data-driven, and agile. Here’s how…

What is the GROWTH framework?

GROWTH stands for:

• Goals: Without clear goals, you can’t measure success. Setting SMART (specific, measurable, achievable, relevant, and time-bound) goals will increase focus and accountability
• Reason: Understanding the ‘why’ keeps you focused on the customer needs and business value
• Observe: Review your current efforts to prevent duplication and reveal opportunities for optimization
• Work the plan: Execution without a plan leads to inefficiency, creating a clear roadmap keeps you on track
• Test and learn: Experimentation drives innovation and continuous improvement, so never be afraid to try something new
• Hone and optimize: Regularly refine and adapt your plan for long-term success and better ROI

The power of SMART objectives

Businesses that plan their marketing efforts are 538% more likely to achieve their objectives – but only if marketers have clear goals. SMART objectives like “increase newsletter sign-ups by 15% within the next quarter” will produce better results than simply aiming to “improve engagement.”

To turn objectives into results, marketers should embrace a culture of testing and continuous improvement. Every campaign is an opportunity to learn. Try these top testing tips:

• Test one variable at a time
• Set a clear goal or objective
• Define your success metrics before launching
• Use (Dotdigital) testing tools to help
• Document everything you learn, even if it fails

For more on smarter testing, check out our guide on the A/B/Cs of split testing.

Be brave enough to try something new: Insights from The Royal Ballet School

Maddy Carroll, Audience and Insights Executive at The Royal Ballet School, shared how she used automation to take her email strategy to new heights. Here‘s her story: 

Starting with a blank canvas

Maddy joined the marketing team at The Royal Ballet School shortly after the brand onboarded with Dotdigital. As a result, she inherited something of a “blank canvas” – there were no automations, messy mailing lists, or outdated segments to work her way through. Seeing this as an opportunity instead of a setback, Maddy decided to make the most of her untouched customer data.

Building a foundation for growth

1. Segmentation and integration
   Maddy’s first move was to segment her audiences according to location and interests, and connect Dotdigital to the school’s ecommerce platform. This helped her to track interactions like donations, purchases, and class sign-ups and use that data to inform her campaigns. 

2. Automations that free up time
   With insights into customer interactions, Maddy was able to build automations based on recent engagements and purchase behavior. This freed up her one-person team to focus on high-impact initiatives and creative outreach.

3. Testing, learning, and evolving
   Automation is a great place to test and experiment with your email strategy. When you start small, you can monitor results as customers flow through. If there is an issue, a typo, or a broken journey branch, the program can be paused and issues resolved quickly. As Maddy explains, “it never feels like a big risk.” 

Top advice for marketers

Maddy’s top piece of advice was simple: “Be really brave and don’t hold yourself back.” Do your research, prepare thoroughly, and take the leap to experiment with automation. Agility is key, especially for small or one-person teams. A willingness to adapt and try new approaches can lead to seriously good results.

What customers really want from your brand

The loyalty divide report found that while 78% of consumers feel brands are personalizing their marketing well, only 23% find those messages relevant. Your audience wants more authenticity and relevancy from their favorite brands. Here’s how you can close that gap:

1. Segment and personalize across channels

Email remains the top choice for 61% of consumers, but other channels are gaining ground. Gen Z is more open to push notifications, while Millennials are 34% more likely to engage on messaging apps like WhatsApp – segment and target customers to reach each group on the channels they prefer.

2. Choose the right rewards

Points-based programs and cashback are super popular, but Gen Z and Millennials also value gifts and freebies. Free shipping and birthday discounts are also top drivers of loyalty, so take the time to discover what your customers really want.

3. Identify your brand loyalists

The report revealed that brand loyalists – those are your most dedicated repeat customers – are often women, over 40 years old, who like receiving freebies, birthday rewards, and free shipping. Engaging this audience consistently with value-driven content will see them flourish and grow.

By taking the time to get to know your audience and adapting your approach, you’ll inspire deeper loyalty and keep customers coming back.

Discover hidden gems inside Dotdigital

Even if you’ve been using Dotdigital for years, there are always a few features that slip under the radar. But these sweet little hidden gems can make a big difference to the success of your marketing campaigns. These are some of the standout tools and tricks shared at our event:

1. Personalize without preferences

You don’t always need a full preference profile. Use link groups and campaign tags to target customers based on recent actions, like grouping all donation links to spot interested subscribers, or tagging campaigns to easily identify engaged audiences. This makes segmentation simple, even with limited data.

2. Prevent personalization fails

Avoid awkward “Hi {First_Name}” moments with dynamic content blocks. These let you personalize messages when you have the data (like “Hi Jenna”) and skip it when you don’t, so every customer gets a seamless experience.

3. Manage links even after they’re sent

Never panic over a broken link again. Dotdigital’s link manager lets you update campaign links even after sending, and highlights which URLs are valid or invalid, so you can fix issues before customers notice.

4. Easy image editing in-house

You can resize, filter, and add alt text to images right inside the platform using our image manager, saving you a trip to external editors. Plus, when you add alt text in the image manager, it updates the alt text for that image everywhere. 

5. Streamline cross-channel campaign creation

Creating cross-channel campaigns doesn’t have to add to your day-to-day workload if you use AI to convert your emails into SMS campaigns. With WinstonAI, you can create an SMS based on your top-performing email campaigns with just the click of a button.

The good news is that these features aren’t really hidden. They’re right on hand to help you manage and optimize your campaigns every day. With these tools, it’s easier than ever to personalize your campaigns, manage your content with confidence, and reach customers across multiple channels.

That’s a wrap

The best marketing results come from staying curious and keeping your audience at the heart of every decision. The stories, strategies, and practical tips shared at our event show that even small changes, like refining your segmentation or testing a new channel, can spark big wins. Good marketing isn’t about ticking boxes or following trends. It’s about real connections, creative thinking, and having the confidence to try something new.

So, keep experimenting, keep learning, and, most importantly, keep it connecting. Because when marketers share successes and learnings with other marketers, that’s when the magic happens.

Did you know that 75% of people plan to celebrate Father’s Day this year? This staggering figure makes it an excellent opportunity for you to increase customer engagement during this special occasion.

When is Father’s Day?

Father’s Day is an occasion celebrated in many countries across the world to honor fathers and father figures. It is typically celebrated on the third Sunday of June in several nations, including the US and UK. In 2025, it will fall on 15 June, 2025. 

However, it may have a different date in other countries. Therefore, it’s always a good idea to double-check the specific date for your target audience before planning any Father’s Day-related events or email campaigns.

Father’s Day subject lines

Father’s Day is a special occasion to celebrate the love and support of all the amazing dads out there. To make your Father’s Day email campaign more memorable, we have put together heartwarming subject line ideas with emojis.

Exclusive Father’s Day deals
Your dad’s favorite gift awaits
Go above and beyond for dad this Father’s Day
Cheers to dad: Fabulous Father’s Day offers
Win big: Father’s Day giveaway
Father’s Day: Find the perfect gift for your superhero
Dress to impress: Stylish Father’s Day wardrobe
Mouthwatering Father’s Day recipes
Dad’s day out: Fun activities for Father’s Day
Celebrate your #1 dad: enjoy 20% off this Father’s Day

If you’re struggling to come up with catchy email subject lines for your Father’s Day email marketing campaign, consider using our WinstonAI’s generative AI feature.

Our writing assistance tool can help you craft new subject lines, adjust the tone, shorten or expand text, and rephrase your content. Additionally, you can leverage WinstonAI to add emojis to your emails, making them more lively and attractive to your recipients.

To provide you with more content inspiration, we have also rounded up five Father’s Day email marketing examples that can help inspire you.

1. Showcase your collection this Father’s Day

Father’s Day is a great opportunity to flaunt your collection and offer customers the best gift options for their fathers. Sock Fancy is a perfect example of a company that does this efficiently in its promotional email.

Sock Fancy’s Father’s Day email does an excellent job of showcasing its unique sock collection while providing a 15% discount. The email design is clean and colorful, highlighting the fun and quirky patterns that would make a perfect gift for Dad.

Here’s why Sock Fancy’s email campaign is so successful:

1. Eye-catching visuals: Sock Fancy uses vibrant images of its sock collection to grab customers’ attention. This makes it easy for potential gift-givers to find the perfect pair of socks for their Dad.
2. Clear offer: By prominently stating “15% off” in the email, Sock Fancy ensures that customers are aware of the special discount available for Father’s Day. This motivates customers to make a purchase.
3. Personal touch: Sock Fancy’s email highlights how customers can customize socks for Father’s Day, adding a personal touch to the gift for their dad. This unique feature makes the gift even more special and shows that Sock Fancy cares about its customers’ needs.
4. Call-to-action: The email includes a clear call-to-action that directs customers to the website to purchase the socks. The button to shop now is prominently displayed, making it easy for customers to navigate to the website and complete their purchases. You can even position the call-to-action above the fold in your emails to immediately grab the attention of customers.

2. Embrace authenticity this Father’s Day

Customers today seek authentic brands that are transparent, consistent, and true to their core identity. When a brand shares the values and beliefs of its customers, it is more likely to engage with them and gain loyal advocates. 

One way to be authentic with your audience on Father’s Day is by sharing your company’s stories. Lovely Skin is a great example of this approach. The brand showcases its staff and their fathers’ stories in an engaging email campaign that resonates with its audience. 

Here’s why Lovely Skin’s email campaign is successful:

1. Genuine stories: By sharing relatable, real-life stories about employees and their fathers, Lovely Skin establishes a genuine connection with its audience, presenting the brand as authentic and trustworthy.
2. Emotional connection: The heartfelt stories evoke emotions and resonate with customers on a deeper level, prompting positive brand associations and increasing customer loyalty.
3. Engaging visuals: The email design is simple yet appealing, featuring images of staff members and their dads, which successfully hold the reader’s attention and encourage them to read the stories.

3. Last-minute gift guides with versatile options

Creating a well-curated gift guide is an excellent strategy to attract the attention of last-minute shoppers and enhance the overall impact of your Father’s Day campaign. Gift guides provide customers with a convenient and quick way to find the perfect gift for their dads.

Lululemon’s Father’s Day email campaign is a great example of how to effectively use last-minute gift guides.

Lululemon’s Father’s Day email campaign is a prime example of how to effectively utilize last-minute gift guides. Here’s what makes the brand’s approach so successful:

1. Clear focus: Lululemon presents its “six best Father’s Day gifts” in an easy-to-read and visually appealing format, quickly guiding customers to the best gift options.
2. Product highlights: The gift guide showcases a variety of Lululemon’s best products, capturing the interest of different types of customers searching for the ideal Father’s Day gift.
3. Gift card option: Recognizing that some customers may prefer to give their fathers the freedom to choose their own gift, Lululemon includes the option to purchase gift cards. This adds versatility to the brand’s gift guide and caters to a wider audience.
4. User-friendly experience: Lululemon makes Father’s Day shopping easier than ever by incorporating a ‘Learn more’ call-to-action (CTA) button. This CTA simplifies the user experience, directing customers to access the gift guide, purchase their chosen products, or opt for a gift card effortlessly.

4. Give your customers the chance to opt-out

It’s important to acknowledge that not all customers may be comfortable receiving Father’s Day promotional emails. Giving them the chance to opt-out of such content shows empathy and respect towards their personal circumstances, which is important to maintaining a positive relationship with them. 

Brewers Fayre’s Beefeater restaurant chain is a great example of a brand that thoughtfully offers customers the option to avoid receiving Father’s Day promotional material.

Here’s why Brewers Fayre’s opt-out approach is so effective:

1. Emotional sensitivity: By providing an opt-out option, Brewers Fayre demonstrates understanding and consideration for customers who may find Father’s Day content emotionally challenging.
2. Customer experience: Offering the opt-out choice empowers customers and enhances their overall experience with the brand, fostering a positive association.
3. Retaining subscribers: By allowing customers to opt-out of specific content, rather than unsubscribing completely, Brewers Fayre retains its subscribers and ensures they stay connected for future campaigns.

5. Entice customers with alluring copywriting

Captivating copywriting is an essential element in attracting readers and creating a memorable Father’s Day experience. The right choice of words and tone can stir excitement and anticipation, motivating customers to celebrate with your business.

Chili’s Grill and Bar showcases the power of compelling copywriting in its Father’s Day email campaign. Here’s what sets the brand’s approach apart:

1. Emotional appeal: The email begins with a heartfelt statement acknowledging the importance of dads, eliciting emotions and making the reader feel valued and connected.
2. Persuasive messaging: Using captivating phrases such as “give Dad a well-deserved day,” Chili’s Grill and Bar effectively entices customers to partake in Father’s Day celebrations at its restaurant, boosting the likelihood of engagement.
3. Clear call-to-action: Chili’s Grill and Bar adeptly encourages customers to take action with a prominent “Celebrate with us” button. This accessible feature enables readers to effortlessly plan their Father’s Day festivities at the restaurant, creating a seamless user experience.

Craft your successful Father’s Day email marketing campaign

Crafting a successful Father’s Day email marketing campaign requires careful planning and attention to detail. By taking inspiration from the examples provided, you can create an impactful campaign that resonates with your audience. Remember to plan, stay true to your brand’s voice, and show appreciation for the dads in your audience. Wishing you a happy and successful Father’s Day campaign.

Our latest consumer insights report, The loyalty divide, reveals a clear split in how different age groups approach brand relationships. In this guide, we’ll draw on the findings from our report to break down loyalty generation by generation. We will also dig into what makes each age group convert, and give you practical tips for building brand loyalty that sticks. 

So, whether your target audience is Gen Z, Gen X, or a combination of them all, you’ll learn about what they have in common, what divides them, and how to turn these insights into loyalty strategies that deliver results.

The loyalty landscape by generation

Understanding the basic differences between generations is the first step in smart generational marketing. Each age group has its own unique values, shopping habits, and factors that drive their brand loyalty. Let’s take a closer look at brand loyalty across different age groups in more detail.

Gen Z

Generation Z, born between 1997 and 2012, are the newest consumers, and their loyalty is fascinating. Many feel more connected to their favorite brands every year. In fact, 29% say they’re more loyal to the brands they love now compared to a year ago. This shows that they are looking for deeper, meaningful relationships with brands they trust and that match their evolving values.

What makes Gen Z’s loyalty unique is how intense and selective it is. While they might be loyal to fewer brands overall usually three or less their commitment to those chosen brands runs deep. About 61% of Gen Z consumers see themselves as “forever customers” for their favorites. It’s selective, but it’s strong.

Millennials

Millennials, born between 1981 and 1996, are a big deal when it comes to brand loyalty. They’re like the perfect link between people who grew up with the internet and those who remember life before it. This means they have unique expectations for brands. Even though they’re super comfortable with tech, they want more than just convenience. They’re looking for real connections and brands that truly align with their personal values.

Our customer loyalty report found that Millennials are the most willing to share their phone numbers with brands. This isn’t just about being good with digital tools. It shows they want easy, smooth, and direct online experiences. They’re happy to connect through different mobile channels because they value efficiency and getting the information right away.

Gen X

Generation X, born between 1965 and 1980, are incredibly practical when it comes to brands. They want real benefits, reliability, and straightforward experiences.

Even though many Gen Xers are comfortable with technology and often do more online research before buying than younger generations, their pragmatic side means they also highly value clear return policies. For them, using technology for convenience doesn’t mean sacrificing security, they want the confidence that if something isn’t right, sorting it out will be just as easy and clear as the initial purchase.

This preference for clear communication extends to why they respond well to traditional marketing like direct mail. It’s often direct and to the point, which they appreciate across all their interactions with brands. 

This generation also shows strong brand loyalty, with 45% loyal to four to five brands. They’re also 13% more likely to use loyalty programs than the average consumer showing just how much they value rewards and reliable brand relationships.

Baby Boomers

Baby Boomers, born between 1946 and 1964, are really loyal to brands. They often stick with brands they’ve known and liked for a long time. They trust brands a lot and expect high quality from everything they buy.

It’s a big deal how committed they are to brands. About 24% of Boomers are loyal to several brands they believe in, sometimes showing loyalty to ten or more. Because of this long-term loyalty, they usually go back to brands they know are reliable and have proven their worth, rather than trying something new just because it’s trendy.

What drives purchase decisions across each generation?

What drives a Gen Z buyer is totally different from what matters to a Gen X or Millennial shopper. Each age group has its own set of values, habits, and influences when it comes to spending money. If you want to earn their loyalty, you need to understand what makes them tick.

Gen Z

For Gen Z, buying decisions are heavily influenced by what their peers think and what they see online. They’ve grown up with social media, so they trust the opinions of their friends and online communities a lot.

• Word-of-mouth influence: A whopping 55% are influenced by peer reviews. This means showing off real customer feedback is super important.
• Social approval: Their loyalty is tied to what their social circle thinks, with 47% staying loyal when friends and family approve. Building a positive brand image that resonates socially is key.
• Saving money: Even with all the trends, deals matter. 46% are motivated by discounts and special offers as they’re often budget-conscious.
• Influencer impact: While 28% are influenced by influencers, Gen Z prefers authentic, relatable content over flashy ads. Think micro-influencers who genuinely love your brand.
• Chatty brands: Gen Z loves to hear from brands often, with 68% more likely to be open to daily contact. This works because they’re loyal to fewer brands, so their inboxes aren’t overflowing.

Millennials

Millennials are unique because they blend being digital natives with valuing traditional shopping experiences. They use tech to make buying easier but also want genuine connections.

• Mobile-friendly: They’re very comfortable sharing phone numbers, opening the door for personalized texts or app messages.
• Messaging apps: They’re 34% more likely to opt into WhatsApp conversations, showing they like direct, immediate communication.
• Sense of urgency: They respond well to “act now” messages and time-sensitive offers, fitting their busy lifestyles.
• Seamless experiences: Millennials want brands that offer smooth online interactions. They’re great for campaigns that mix online and offline touches.

Gen X

Gen X approaches brands with a practical mindset. They’re discerning and value reliability, clear benefits, and easy experiences.

• Easy returns: 58% value free and easy returns, showing they want to know they can easily change their mind if a product isn’t right.
• Discounts: 56% are motivated by discounts and special offers. They appreciate direct savings.
• Direct mail: They still appreciate traditional methods, with 20% more likely to prefer direct mail. 
• Consistent experience: 41% want a seamless experience across all communication channels, whether it’s email, mail, social media, or in-store.

Baby Boomers

Baby Boomers put product quality above all else. They value established trust, reliable service, and a proven track record. Their loyalty often comes from years of positive experiences.

• Quality: An overwhelming 88% focus on finding the best products. They’re patient researchers and willing to pay more for quality and dependable service.
• Free returns: Like Gen X, 57% appreciate practical benefits like free returns.
• Loyalty programs: Their loyalty program preferences are traditional with 76% preferring points-based programs.
• Thoughtful communication: Boomers prefer less frequent but more meaningful interactions. They like monthly communications that offer real value, detailed info, and clear benefits, not just constant sales pitches. For them, quality of communication beats quantity every time.

How to inspire loyalty across generations

If you want customers to stick around, it’s not just about what they buy, it’s about why they buy and what keeps them coming back. Loyalty isn’t one-size-fits-all. Different generations are motivated by different things, so the key is to understand what matters most to each group. Let’s dive into the loyalty programs and rewards that resonate, so you can build strategies that feel personal and effective.

Types of loyalty programs

There are lots of ways to reward your customers, but designing a program that works for everyone can be tricky. Each generation has its own preferences, so the goal is to find what truly motivates your audience and build from there.

Points-based programs

This is the classic approach. Customers earn points for things like purchases, signing up for emails, or referring friends. Over time, those points add up and can be traded in for discounts, freebies, or exclusive products.

Think of it like a digital stamp card: the more you engage, the more points you collect, and the bigger the reward. This system works well for customers who enjoy seeing their efforts build up over time towards a larger goal.

Gifts and freebies

Sometimes, people just want a little something now. These programs offer instant rewards like a free gift with a purchase, a birthday treat, or a surprise after spending a certain amount.

It’s all about that feel-good moment. A small, unexpected perk can go a long way in making someone feel appreciated and excited to come back.

Subscription-based loyalty

A subscription loyalty model is a bit different. Instead of earning rewards, customers pay a monthly or yearly fee to unlock ongoing benefits like free shipping, early access to new products, or exclusive discounts.

It’s a great way to build long-term loyalty by offering consistent value. If the perks are worth it, people are happy to stick around and feel like VIPs.

Tailoring rewards by generation

The kind of rewards you offer can make or break your loyalty program. Here’s what works best for each generation:

• Gen Z: They love instant rewards—think freebies, birthday surprises, and personalized discounts. Quick wins and fun perks keep them engaged.
• Millennials: They like a mix. Cashback and free stuff both appeal to them, especially when it feels like a smart deal.
• Gen X: They are practical and value-driven. Free shipping and cashback are big winners here. They want rewards that make life easier or save money.
• Baby Boomers: They’re in it for the long haul. Points programs and cashback that lead to meaningful savings are what they trust and appreciate most.

How to measure customer loyalty

Loyal customers stay longer, spend more, and turn into your biggest fans. While customer loyalty might seem like just a feeling, you can measure it using clear, actionable data. Let’s dig into the key metrics that show you how strong your customer relationships are.

Net promoter score (NPS)

NPS measures how likely your customers will recommend your brand to their friends or family. You ask them to pick a number from 0 to 10. 

Any customer who chooses a score between zero and six is considered a ‘detractor’, seven and eight are considered ‘passives’, and nine and ten are considered ‘promoters’

• Promoters (9-10): These are loyal, enthusiastic customers who will recommend you.
• Passives (7-8): They’re satisfied but not passionate. They might switch to a competitor.
• Detractors (0-6): These are unhappy customers who could speak negatively about your brand.

To calculate your NPS, you subtract the percentage of Detractors from the percentage of Promoters. A higher score directly reflects happier, more loyal customers.

Your NPS isn’t just a single number; it’s a dynamic indicator of customer happiness and loyalty. By using NPS surveys at different points in the customer journey—say, after a purchase or upon exiting your service—you can pinpoint specific areas of satisfaction or dissatisfaction. 

Tracking your NPS regularly helps you spot trends, quickly address any drops in loyalty, and proactively work to boost your customer’s overall experience. Its straightforward format also ensures high response rates, giving you reliable insights.

Customer retention rate

This metric tells you the percentage of customers your business keeps over a specific period. It directly shows how good you are at holding onto your existing customers.

Calculation:

((Number of customers at end of period – new customers acquired during period) / number of customers at beginning of period) x 100

A high retention rate is a strong sign that customers are happy, find continued value in what you offer, and choose to stay with your business.

Customer lifetime value (CLV)

CLV estimates the total revenue a customer is expected to generate for your business throughout their entire relationship with you.

Basic calculation:

Average purchase value × average purchase frequency × average customer lifespan

A high CLV indicates customers are not just loyal, but also consistently buy from you over a long time, contributing significantly to your long-term profits.

By tracking these metrics, you gain a clear picture of your customer loyalty. 

Start building loyalty today

Building customer loyalty is about understanding the different generations you’re trying to reach. When you connect with people in a way that feels real and relevant to them, you build trust. And with the right approach, you can create loyalty that lasts across generations.

This is exactly where Dotdigital shines. We provide a complete, scalable, and highly supportive marketing automation platform designed to help your business truly thrive. Here’s why Dotdigital stands out as the ideal choice for you.

Seamless marketing automation

If you’re struggling to deliver timely, relevant messages to customers without manual intervention then Dotdigital is your solution. With Dotdigital, your marketing can anticipate every customer move and respond instantly, without you lifting a finger. Dotdigital makes this a reality with powerful marketing automation that’s built for precision and scale.

With our intuitive program builder, you can create dynamic, behavior-driven journeys that adapt to each customer’s unique path. Whether it’s a welcome series triggered by a new sign-up, a cart recovery email based on browsing behavior, or a loyalty reward after a repeat purchase – every message is timely, relevant, and automated.

Dotdigital’s platform taps into real-time web insights, purchase history, and engagement data to trigger personalized communications across email, SMS, websites, and more. You can segment audiences with laser focus, automate complex workflows, and deliver content that resonates – all without adding to your team’s workload.

This level of automation doesn’t just save time, it drives results. By meeting customers where they are, with what they need, when they need it, you turn casual browsers into loyal advocates faster and more efficiently.

Help for Heroes, for instance, effectively implemented customer retention strategies using Dotdigital’s automation tools.

“I appreciate the platform’s user-friendliness and intuitive design. Tasks like creating segments, building emails, designing automations, and integrations are straightforward. Dotdigital assisted in implementing complex customer retention automations to align with our business goals. It is a powerful platform and I would highly recommend it.”

– Dee Bajaj, Ecommerce Marketing Manager, Help for Heroes

Go beyond email automation

Your customers engage with brands through multiple platforms, and their journey is often complex. Relying on just one communication channel can make it difficult to deliver a consistent and personalized experience at every touchpoint. This may lead to a fragmented customer journey.

This is a common challenge, especially since consumers typically use around 10 different channels during their buying journey. To truly connect with them and encourage action, your marketing strategies must reach them wherever they are, ensuring every interaction feels personal.

Dotdigital allows you to move beyond just email. We bring all your essential marketing channels together in one place. So you can deliver the perfect message, on the right channel, at the best time. 

With Dotdigital, you can create smooth customer journeys across:

• Email
• SMS and MMS
• WhatsApp
• Web (popovers, personalization)
• Mobile app push notifications
• Live chat
• In-app messaging

With our drag-and-drop program builder, you can easily create consistent, personalized journeys across these diverse channels. What truly sets us apart is our unmatched global reach: unlike many platforms that offer SMS in just a few countries, Dotdigital helps marketers connect with customers in over 220 countries and territories. We’re ready to support you on new and emerging channels too as part of our dedication to innovative marketing.

This makes sure you can engage your global audience on their preferred local channels, building a truly unified and effective communication strategy.

Finally, you can perfect your entire strategy with comprehensive cross-channel reporting. This lets you gain deep insights and refocus efforts where they’ll have the greatest impact. 

Unify your data

A big challenge in marketing is having scattered customer data. When information is spread across multiple sources, it becomes difficult to get a complete and accurate view of who your customers truly are. This fragmented understanding of your audience often leads to missed opportunities to connect with your audience in a meaningful way.

Dotdigital’s platform solves this problem. Our platform brings together all your customer data from every touchpoint — across email, SMS, ecommerce, CRM, loyalty programs, and more — into a single platform. This creates a single customer view (SCV), a real-time, 360-degree profile of each customer that eliminates data silos and guesswork.

With this complete picture, you can anticipate customer needs, deliver hyper-relevant experiences, and make every interaction count.

With Dotdigital, you can:

• Truly understand your customers: Know their preferences, behaviors, and buying habits at a glance.
• Segment with precision: Create highly specific audience groups based on any piece of data you have – not just email opens.
• Personalize with scale: Deliver messages that truly resonate because they’re based on their full history, not just a guess.
• Predict and act on future needs: With predictive analytics, you can anticipate what customers want next, leading to proactive and effective marketing. 

Hyper-personalization that converts

Customers today crave relevant and personalized experiences. In fact, 71% of consumers expect companies to provide personalized interactions, and many are frustrated when they don’t. 

Dotdigital helps you to tackle these challenges by going beyond basic personalization. Our platform empowers you to deliver deep, data-driven experiences that adapt in real-time — across email, SMS, web, and more — based on each customer’s unique behavior, preferences, and lifecycle stage.

Here’s what you can achieve:

• Behavior-triggered web content: Display dynamic website content based on browsing behavior, purchase history, or engagement.
• Unique coupon codes: Automatically generate and send one-time-use discount codes to drive urgency and prevent misuse.
• Smart product recommendations: Use AI to suggest products based on past purchases, browsing patterns, or what similar customers bought.
• Personalized popovers that convert: Trigger branded, SEO-friendly popovers based on real-time behavior — like exit intent, scroll depth, or time on page.
• Dynamic email content blocks: Swap in real-time content like location-based store info, weather-based product suggestions, or live inventory updates.
• Lifecycle-based automation: Automatically tailor messages to where customers are in their journey — from welcome series and birthday offers to win-back campaigns.

Built to scale

Your business is ready for growth, and your marketing automation platform should support that journey. Dotdigital is built to scale with ease, offering the flexibility, integrations, and support you need – whether you’re running a single store or a global enterprise with multiple brands and markets. You can bring your ideas to life without being blocked by developers, data, or design. 

Here’s how Dotdigital makes sure your marketing can grow as fast as your business does:

• Pre-built integrations: Instantly connect with leading platforms like Adobe Commerce, Shopify, Salesforce, and Microsoft Dynamics. Get up and running fast with proven integrations that sync your data and workflows.
• Custom integrations and APIs: Need something unique? Our robust, well-documented APIs and custom integration capabilities makes sure Dotdigital fits perfectly into your tech stack, no matter how complex.
• Advanced data handling: Effortlessly manage and unify data from multiple sources, enabling real-time segmentation, personalization, and reporting as your business grows.
• Global reach: Engage customers worldwide with native SMS delivery to over 220 countries and territories, ensuring compliance with local regulations.
• Multi-store and multi-site support: Manage multiple brands, stores, or regions from a single platform. Our parent and child account structure simplifies oversight, execution, and reporting across complex business models.
• Language and currency flexibility: Make a strong first impression in every market with multi-language and multi-currency support, making sure your messages are relevant and accessible to all audiences.
• Professional services: From onboarding and custom technical solutions to ongoing consultancy, our expert team partners with you to solve challenges and accelerate your growth.

You’ll never feel limited by your marketing automation platform again, whether you’re launching new products, entering new markets, or expanding your channel presence.

Great support you can count on

Investing in advanced marketing technology is a smart decision, but without the right support, even the best tools can fall short. If you’ve ever struggled with complex setups, lacked expert guidance, or experienced delays in receiving help when you needed it most, you are not alone.

Dotdigital’s support team is there for you, anytime, anywhere. You’ll gain access to experts dedicated to bringing your marketing vision to life, ensuring you receive human support whenever you need it.

What sets Dotdigital’s support apart?

• Dedicated onboarding: Our onboarding specialists ensure a smooth, confident start. From smooth data migration to setting up best practices, we’ll have you up and running in no time.
• Creative services: Need eye-catching email templates, expert creative consultancy, or tailored template kits for emails and landing pages? Our in-house creative team turns your vision into stunning, high-performing campaigns.
• Strategic account management: You’ll be paired with a dedicated account manager who understands your business and helps you achieve your marketing goals using Dotdigital.
• Deliverability expertise: Our deliverability team provides ongoing advice and hands-on support to maximize inbox placement and campaign results.
• Custom technical solutions: From advanced integrations to bespoke automations, our technical consultants help you tailor Dotdigital to your unique needs and business processes.
• Ongoing consultancy: Tap into our marketing experts for strategic guidance, campaign reviews, and data-driven insights that keep you ahead of the competition.
• Responsive, multi-channel support: Whether by phone, live chat, or email, our global support team is available around the clock, with average response times of just 20 seconds and a 99% customer satisfaction score.

Sustainable marketing for a better future

At Dotdigital, we believe in growing your business thoughtfully. As the first carbon-neutral marketing automation platform powered entirely by renewable energy, we provide a future-proof solution.

Making a positive environmental impact is a core priority for us at Dotdigital. Our commitment to sustainability is a key reason why customers choose us again and again. By partnering with Dotdigital, you are not only investing in superior marketing technology but also helping to create a more sustainable future.

Choose Dotdigital today

Looking for the right marketing automation solution? Dotdigital is here to help. Our comprehensive platform gives you everything you need to connect with your audience, boost engagement, and grow your business.

This echoes the findings of our latest consumer research report, The loyalty divide. We polled 3,000 consumers to ask what drives loyalty, and charity donations came out as a low motivator for both Gen Z and Millennials.

As economic uncertainty continues, with many households looking for ways to cut outgoings, it’s naturally a tough time for non-profit marketers. Coupled with a generational attitude shift, this could be a real problem for charities. Charity marketers have to make waves with the younger generations sooner rather than later. 

In this blog, we’ll explore the reasons for this shift alongside advice and strategies for marketers to combat this. These strategies will help drive support among the younger generations, which is essential for long-term sustainability and growth. 

Why are Gen Z and Millennials disillusioned with charities? 

The obvious and simplest answer to why these generations are donating less is that they have less disposable income. The headlines around younger people increasingly struggling to get on the property ladder or be able to afford raising a family are plenty. That avocado toast really adds up you know. 

But really, we live in a time of economic uncertainty and most people are tightening up their budgets – especially those at the start of their career and without the security of owning a home. So it’s finances, end of right? Not quite. Data shows that those with less tend to give more in relative terms. Studies show poorer communities donate a higher proportion of their income to charity than the wealthy, with one study finding 2.2% vs 0.5% respectively. So it can’t simply be finances driving the decline.  

If we put finances aside, attitudes must be at least partly driving this shift. One theory here is that the younger generations are more sceptical. Having grown up in the age of the internet, younger generations are naturally more cautious about believing information off the bat.

A cultural moment 

Charity Link found that 12% of people who don’t donate said it’s simply because they do not trust charities. You have to wonder if huge cultural movements like Kony 2012, named one of the most viral videos of all time by the New York Times, have changed how online-first generations see charity organizations. The Kony 2012 movement was a huge shift in how charitable causes could be shown to potential supporters, allowing unfiltered footage to be shown to the masses. There was a huge swell of support, with celebrities like Bill Gates and Rihanna sharing the video. 

The attention quickly changed course as people began asking questions about the charity behind the video. People were critical of the way the charity spent its money, and began to raise concerns about the ethical impacts of such a campaign. The founder then had a public breakdown, covered by TMZ, and this became the main story – the perceived flaws and untrustworthiness of the charity behind the video, instead of the importance of the cause. This blog isn’t here to debate that one incident, but it was certainly a cultural moment in how Millennials at least viewed and trusted charities and was an important shift the role of social media for charities. 

This was the start of social media activism, or ‘slacktivism’. ‘Slacktivism’ is coined by Merriam Webster as ‘the practice of conspicuously showing support for a cause (as by posting on social media or hanging a flag or sign) without taking any real steps to effect change’. The term is generally derisive, and its usage is controversial. 

Despite its shaky start, social media is a very powerful tool for charity marketers. When it’s used correctly, social media can boost awareness, support, donations, and drive policy change too. 

The importance of visibility 

Another consideration is that people like to know their money is making a definite impact. This is true for all generations, and younger generations are used to being able to find information easily. 

Thanks to the internet, there is now an ability to see the public accounts of charitable organizations, such as running costs and CEO salaries. When these costs are high, supporters can feel like their donation is lining the pockets of office workers rather than directly helping the people in need. 

Charity marketers need to show supporters exactly how their support is helping in order to maintain momentum. This also ties into the lack of trust, by showing your audience the clear impact their support is having, you can alleviate those concerns. 

So, we’ve discussed what could be causing this disconnect. Now let’s look at four strategies charity marketers can take to bridge that gap, encourage donations, and create loyalty.  

4 tactics to boost support with younger generations 

1. Use loyalty program tactics 

Our loyalty report showed that customers are less motivated by charity rewards in ecommerce loyalty programs. However, what we did find is that across all generations and regions, loyalty programs were a favored loyalty driver. And loyalty means revenue, or in this case, donations. 

While you may initially think loyalty programs are for ecommerce, there are ways to apply the formula to charities. No one is going to expect money off or cashback from a donation, but there are low to no-cost ways to gamify and reward supporters. 

One of the best examples of this is the UK’s NHS blood donation reward scheme, where donors are given pin badges to mark milestone donation amounts. This scheme rewards donators and encourages advocacy by allowing supporters to show their support in everyday life by wearing the badge proudly. 

Ways to gamify support include:

• Setting clear, achievable goals. This taps into Gen Z’s love for purpose-driven action. Whether it’s raising £1,000 for a local shelter or planting 10,000 trees, goals give young donors a tangible outcome to rally behind. Break these down into milestones to create a sense of progression and achievement, much like levels in a game.
• Progress tracking. Visual progress bars, countdowns, or interactive maps showing how many people have signed a petition or donated from different regions can make participation feel dynamic and impactful. It makes support not just about donating, but builds community by showcasing being a part of a growing movement. This also encourages repeat engagement, as users return to see how their contribution is helping the cause move forward.
• Shareable Badges. Recognition matters as it boosts feelings of satisfaction and makes your supporters feel good. Making this recognition easily shareable spreads awareness among peer groups, especially among younger audiences, boosting visibility and growing your organic reach. Create digital rewards for different types of support, such as donation or fundraising milestones, volunteering hours, or completing a challenge. 

2. Use mobile-first marketing channels

It’s a bit of a trope that young people are glued to their phones, but it’s true, and actually, the data shows we all are. The global screen time average sits somewhere between six and seven hours per day, depending on the study. So, mobile-first marketing is going to boost your reach to the more disengaged generations, such as Gen Z and Millennials, and still benefit your overall audience strategy. 

Mobile-first marketing centers on the channels that are just for mobile devices. So we’re talking: SMS, MMS, push notifications, and WhatsApp. 

Ways to tap into mobile-first marketing: 

• Make your cause visible. Use rich media marketing channels like multimedia messaging service (MMS), and WhatsApp to share photos and videos. Sharing real-life evidence of your cause and the impact your organization is making is a great way to add trust, evoke emotion, and drive support.
• Start the conversation. Use these channels to hold two-way conversations such as sharing thank you messages, answering queries, or sharing relevant information around events. We dive into this more and share examples of winning WhatsApp campaigns in our WhatsApp playbook. 
• Make donation simple. Another, more practical consideration is to make sure your donation journeys are mobile-first. A fast, card-based checkout and the ability to create one-click repeat donations are essential for supporters with limited time or short attention spans. 

3. Generational tap-in 

We’ve just discussed how the younger generations are on their mobile phones more, and a lot of that screen time is being spent on social media. A strong social media strategy is essential for engaging Gen Z and Millennials. 

For a social-first digital strategy, you need to build a presence on platforms like Instagram, TikTok, X, and Facebook where users are active daily. 

Ways to use social media for good: 

• Embrace social shares. Turn the negative connotation around ‘slacktivism’ on its head and tap into the value that social shares can bring. Fun challenges can reach a huge audience, without costing you a cent. A great example of this is the ALS ice bucket challenge which went viral in 2014 and is now being revamped in 2025. Some supporters won’t have the disposable income to donate regularly, or at all, but might have a large audience made up of people who do have the means to support financially.
• Build trust and motivation. Your social channels should be educational, informative, and engaging. A balance of what you need and what you’re already doing will keep supporters motivated. Supporters need to trust your organization, and the best way to build trust is with transparency and proof. This can be created by showcasing the impact your work is having.  
• Keep your audience updated. People want to feel their money is making a difference. Updates using real stories and images whenever possible builds trust and clearly demonstrates progress to supporters. This in turn, creates the proof and sense of satisfaction supporters often need to feel like their money is making a difference. 
• Partner with suitable influencers. Another way you can grow on social media is to tap into existing audiences by working with social-media influencers that your audience already know and trust. Partnering with influencers can be a mutually beneficial move that doesn’t come at a cost. 

4. Adapt to reflect the mood and economy 

As much as finances aren’t the only reason for a decline in donations, it is certainly a big part of the picture. By pivoting to reflect the current economy, you can show your audience that you understand them and appreciate any way they can help, from volunteering to smaller donations. 

By finding and outlining alternative routes for support that aren’t financial, you can keep the supporter engaged and motivated. Throughout different periods of life, people will find themselves time-rich and asset-poor, or vice-versa, so a strategy that covers all angles will drive long-term loyalty and support. 

Ways to reflect different financial situations: 

• Highlight the impact of even seemingly small donations. Run a campaign that shows the value of different amounts and makes the impact tangible, such as $5 will provide nappies for a baby in need. 
• Create personalized messaging. Of course, not everyone’s financial situation is the same. Use segmentation to tailor your messages to suit all of your supporters. If you do run a campaign about small donation amounts, you’d naturally want to filter out your regular, high donors and instead serve them messaging that reflects their donation level.
• Offer alternative ways to support. As well as promoting smaller donation amounts, be sure to offer clear routes to support that don’t cost a cent. Share options that vary in commitment and effort, for example sharing a social post or signing an online petition takes a lot less effort than running a marathon to get sponsorship donations. 

Final thoughts

Ultimately, everyone is different and there are lots of reasons why someone donates regularly or doesn’t. Millennials are the biggest generation in the United States, with Gen Z close behind in second place. It’s crucial that marketers adopt these strategies to engage this audience and build loyalty among the younger generations for long-term support that is robust in the face of economic shifts.