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.

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.  

After all of your hard work writing engaging copy and designing a visually appealing email, you need your recipients to open your campaign. If they don’t all that work has been for nothing.  

Fortunately, there are certain things you can and should always consider when crafting compelling email subject lines. 

We’ve compiled a list of 16 essential tips to help you create the best possible email subject lines and ensure that your email campaigns stand out in the inbox.

1. Know your audience

It feels like it goes without saying, but for any marketing campaign to be successful, you need to know your audience. If you don’t know this, then you don’t know how you should be approaching, addressing, and marketing to your audience. 

Knowing your audience will help you to devise subject lines that will work for you. That really is the first step – knowing who you’re sending the email to and why, is essential in helping you decide where to start with your subject line. 

2. Personalize, personalize, personalize

If you want to increase your open rate, it’s important to personalize your subject lines. You can grab your reader’s attention by using data fields to pull in information about the customer, like name, location, or other relevant information. 

Additionally, targeting your message to the right audience is crucial. Personalization not only makes customers feel valued and understood, but it also provides useful content that can make their lives easier. In an inbox full of generic messaging, personalization can set your email apart.

Remember, though to not overuse personalization. The best way to explain the use of personalization in email subject lines would be ‘less is more’. While the odd usage is okay, repetitive or irrelevant usage can turn recipients off. 

We also have to remember that consumers are far savvier about the email marketing practices of brands than in the past. 

Overuse of first name personalization in subject lines can make recipients blind to the tactic. 

Still, consumers expect some form of personalization in your email marketing, so it’s important to change it up and try different tactics regularly.

3. Set clear expectations

Time is precious, so you need to make sure that you’re front-loading your email subject lines with the benefits. Make it clear what the recipient gets from opening your email. 

Additionally, being clear with your audience from the beginning strengthens the relationship between you and your customers and prospects. If your subject lines always deliver on their promises when the recipient opens the email, they’ll know to trust you.  

For example, if your email is about the new summer product line that your brand is launching, make sure you put that in the subject line! Trying to be too clever with your subject lines could lead to them tanking. 

The following examples are clear and to the point: 

• Our new summer range is here, look and shop now 
• Available now: summer styles 
• Shop our new summer range today 

If anyone opens these emails, they should know exactly what they’re going to see.  

4. Don’t mislead the reader

Following on from the previous tip, you don’t want to mislead your readers, as that can be damaging to your relationship. 

Don’t promise anything in your subject lines that your email doesn’t deliver on. Not only is this disingenuous, but it’s also spammy. If you take this approach your email campaigns will be winging their way to spam folders in no time at all. Either that or your hard-earned subscribers and customers will be searching for that unsubscribe link. 

One misleading tactic that I’m genuinely surprised to be still seeing from brands is the classic ‘RE:’ approach, to make you think it’s a reply to an email that you’ve already sent or received before. 

It may get you opens, but it also gets deletes, spam reports, and low click-through rates. 

5. Be relevant

Relevancy is key. Whether it’s your email copy or your subject lines, shoppers will only answer your emails if it’s going to benefit them.

Don’t be vague or mysterious. Intriguing subject lines might generate good open rates, but your end goal is click-throughs and conversions. And you’re not going to get those if your email isn’t related to your subject line. In the long run, this could actually be detrimental to your brand. By misleading them, you could erode their fragile trust in you.

So, keep your subject lines related to your key message. It’ll increase the quality of opens and consequently improve your click-through rate.

6. Keep your subject lines short and snappy

Nearly 50% of all emails are now opened on mobile devices. This brings another issue for you to deal with when writing engaging subject lines for your email marketing campaigns. Smaller screens mean less space to work with. 

With most mobile email clients, you’ll probably only have around four or five words before your subject line is cut off. 

Therefore, it’s important to make your subject line pop in those first four or five words. If you can make a strong subject line in just four or five words (or less) then do it. 

7. Vary email subject line length

Many email clients like Gmail and Yahoo cut subject lines when they’re being viewed by web-based readers. Usually, the cut-off point for this is around the 55-character limit. Mobile inboxes, on the other hand, commonly cut off subject lines at about 30 characters.

To ensure that your subject lines are making an impact, be sure to check your campaign reporting. This will help you identify the device on which your customers are opening. Then, you can plan your email subject lines around this suggested length.

Of course, this doesn’t mean that you must strictly stick to these character limits. One of the best parts of working on subject lines is the ability to experiment. Don’t think about it as trial and error – think of it as trial and trial and trial until success.

8. Avoid spam words

It’s every email marketer’s nightmare to have their hard word flagged as spam. With 333 billion emails sent and received every day around the world, it’s increasingly difficult to stand out from spam.

After all the work that goes into creating a fully optimized email marketing campaign, you don’t want to be the one in five that gets caught by the spam filter.

Spam filters are constantly checking for specific triggers that indicate an email might be spam:

• Specific word choice
• Messages in ALL CAPS
• Emails without an unsubscribe button
• Links to unknown or questionable websites
• Colorful, hard to read, and different sized fonts
• Stay away from heavy use of exclamation marks!!!!!!!! 
• Avoid overzealous use of currency signs ($$$$$ or £££££, for example) 

Typically spam filters look for suspicious words or phrases associated with scams, schemes, free gifts, and more.

What to avoid:

• Spam words that make exaggerated claims and promises, e.g. #1, 100% satisfied, earn money, free consultation, and satisfaction guaranteed.
• Words that create unnecessary urgency and pressure, e.g. act now, apply now, get started now, please read, while supplies last, and more.
• Spammy words or words that imply shady or unethical behavior, e.g. cancel at any time, no hidden charges, meet singles, etc.
• Words that are considered jargon or typically used in legal documents, e.g. as seen on, bonus, certified, cheap, join millions, this message contains, a quote, and more.

Of course, this doesn’t mean you can’t EVER use these words in your emails. It just means to use these words and phrases responsibly.

The best performing email subject lines have included words like ‘reasons’, ‘introducing’, ‘discover’, and ‘recent’. This indicates that customers are looking for content that inspires, such as ‘introducing our new range. They want brands to do more than simply push a product, they want you to sell it.

9. Emojis have their place

Emojis have found their way into almost every aspect of everyday life. Heck, they even made a truly awful movie about them. So, don’t be afraid to give them a whirl in your email marketing campaigns.  

Back in the day, early emoji adopters certainly stood out in their recipients’ inboxes. But slowly marketers have come to realize that these cheeky little icons can help you catch the reader’s eye.  

So, when used effectively, emojis can help your subject lines stand out. Econsultancy summed up its recent research into emoji usage in subject lines, noting that an emoji ‘makes a good subject line better’, or ‘makes a bad subject line worse’. 

So again, you need to ensure that you’re using emojis in the right way for them to be effective. 

It’s important to consider some pros and cons when using emojis in subject lines.  

Pros: 

• They can help your email subject lines stand out. 
• They’re more emotive. 
• You can use them to get a point across without the need for words. 
• Especially useful for mobile. 
• When used properly, they can add context to your email subject lines (again, useful for mobile). 

Cons: 

• Improper use can be detrimental. 
• Inconsistent rendering across mobile devices, platforms, and email clients (a good resource to check the differences is Emojipedia – The ‘grimacing face’ emoji is a great example of how emojis can look very different cross-platform). 
• Some audiences won’t like them (which takes us back to the first tip – know your audience). 
• Irrelevant use can be confusing – is it immediately obvious what the emoji is, and why it’s being used? If the answer to either is no, don’t use it. 
• Some emojis can have multiple meanings, so make sure you understand any and all meanings before you use them.  

10. Tell, don’t sell

Steer clear adding unnecessary descriptive adjectives to your subject lines. Words like ‘amazing’, ‘unbeatable’, and ‘stunning’ actually do very little to convince recipients to open.

Our Global benchmark report revealed that false urgency in subject lines doesn’t perform well. Words that were once considered to inspire action are driving inaction. Especially in retailer sectors, words like ‘exclusive’, ‘days’, ‘ends’, ‘save’, ‘extra’, and ‘last’ were the worst performing. 

Keep it simple and tell readers what they can expect from your email. There’s no need to make grand promises and oversell what is simply a new product launch, event, or mid-season sale.

Once again, this will improve the quality of your opens. When it’s clear to the reader what’s inside you’re giving them more reason to convert.

11. Show some personality

Most of the subject lines that lead me to open emails in my inbox are either to the point or have a bit of personality shining through. Adding personality to your subject lines can be a powerful tool in getting recipients to open. 

This tip relies heavily on your brand’s tone of voice. Are you a playful brand? Can you be cheeky? Are you a leading authority in your field? Your tone of voice is your brand personality, so you must have a clear understanding of it before you start writing your subject lines.  

Even better, if your tone of voice allows you to have some fun with your subject lines, then do it. As long as you keep it relevant, it opens up a world of limitless possibilities for your subject lines.  

12. Ask questions

One of the best ways to get a customer to complete an action is to pique their interest and curiosity. Asking a question in your email subject line is the perfect way to do this. 

If you’re a retailer, it can be as simple as asking whether the recipient wants to see your new collection, or even better, receive a discount on their next order, like this: 

Hi Tosan, do you want 20% off your next order? 

Or if you’re a B2B business, you can ask a question that is relevant to some content that you’ve produced, as we did with our global benchmark report: 

How do your results compare to the competition? 

The reader’s natural curiosity is enough to make them want to click. When they do, it’s up to you to make sure you keep them curious enough to click through the email. 

13. Include a call to action (CTA)

You want customers to complete an action. That’s why you’re emailing, so why not be clear about what you want? Positive action verbs are a good option as long as you’re careful not to come across as spammy. Think along the lines of “get yours,” “discover,” “save”, “join us”, and “book today.”

If you’re worried about coming across as a spam sender (we’ll be covering how best to avoid this later), then try making key benefits or propositions the CTA in your email subject line. If the key benefit of shopping with you comes from your offer of free shipping, push this in your subject line. If you’re offering student discounts, shout about it to drive opens.

Essentially, you should be thinking, “What will drive my readers to convert?” Whatever the answer, try running with it in your email subject line.

14. Overcome writer’s block with artificial intelligence (AI)

If you’re looking for a way to take any email subject line to the next level – say hello to WinstonAI. This innovative tool uses cutting-edge Microsoft Azure GPT3.5 technology to help you come up with the perfect subject line that will make your campaigns stand out from the crowd. 

Plus, WinstonAI can even analyze your past campaigns to learn your preferred tone, wording, and structure. This can help you free up time when you’re stuck figuring out what the perfect subject line is. 

15. Write your subject line last

To ensure your email subject line is clear, relevant, and engaging enough to convert, you should be writing it last.

After you’ve finalized your email design and written your copy, you’ll know the exact message you’re trying to communicate. With that in mind, deciding what to include in your email subject line will be much easier.

16. Test your subject lines

Perhaps the most important tip of all is to make sure that you’re always testing your subject lines and measuring their performance and impact. 

What worked well for one segment may not work for another, and what worked yesterday may not work today. Therefore, it’s crucial to continuously test and measure the impact of your subject lines. By A/B split-testing your email campaigns, you can identify what works best and tweak your subject lines accordingly to get the best possible performance from your campaigns. 

Here’s a handful of things that you should consider when testing your subject lines: 

Don’t get caught up in what you think your recipients expect 

While, to a certain extent, you do have to predict what your recipients want, that doesn’t mean you know what they’re expecting. Keep them on their toes with your campaigns, and they’ll become more inclined to open your emails. 

Don’t be cautious 

Playing it safe is fine if you want to do okay. But most of us want to do better than okay. So that means throwing caution to the wind with your subject lines and stepping out of your comfort zone. It’s okay to brainstorm some really ridiculous subject lines, before scaling them back to something that you are happy with. 

Monitor what works and what doesn’t 

Make sure you’re tracking any tests that you’re doing so that it’s easy to look back and see which type of subject lines worked best. Otherwise, you’ll end up not knowing which types of subject lines work best for certain types of campaigns. 

Don’t stick with a subject line that worked once, or worked well two years ago 

While it may be easy to stick to the old adage of ‘if it ain’t broke, don’t fix it’, this doesn’t really work with email subject lines. While you may want to stick to a certain formula if you’re sending regular, consistent email campaigns, you should also consider that recipients will get used to seeing the same types of subject lines. In time, they could become blind or oblivious to them. 

One approach you can use is to ensure that the first part of your subject line identifies the type of email you’re sending, before specifying the content it contains. 

Let’s say you send a monthly newsletter to your subscribers, but all you do is change the month. So, your subject line looks like this: 

May Newsletter 

It’s not the most inspiring or eye-catching subject line that you can use here, is it? 

This is where emojis can be useful. You can add context to them, and over time your recipients will begin to associate that emoji with a certain campaign. 

Seeing as we’re talking about a newsletter campaign, let’s use the newspaper emoji. 

Then you also add a callout to some specific content that’s included in your newsletter. This will make the subject line different every time, while still being clear about its contents. 

Put these elements together, and you end up with a subject line that looks like this: 

May Newsletter: email tips, cookie update, and features

Sure, it’s a lot longer, and the full subject line will likely be truncated on some displays, but it’s better. By using an emoji and adding clear information about what the email contains, it’s already more appealing to the recipient.

Key metrics to track to measure success

While a high open rate might feel like a win, understanding how well your subject lines are really performing means looking at a few key numbers. These metrics offer deeper insights into whether your compelling headlines are actually leading to engagement and results. Here’s what you should be tracking:

• Open rate: This is the percentage of people who opened your email out of everyone it was sent to. It’s the first indicator of how well your subject line grabbed attention.
• Click-through rate(CTR): This shows the percentage of recipients who clicked on a link within your email after it was delivered. It tells you if your subject line led to further engagement with your content.
• Click-to-open rate(CTOR): This metric looks at the percentage of people who clicked a link out of those who actually opened your email. It helps you understand how relevant your content was to those your subject line attracted.
• Conversion rate: This tracks the percentage of recipients who completed a desired action (like a purchase or sign-up) after clicking through from your email. It’s a key indicator of whether your subject lines are driving business goals.
• Unsubscribe rate: This is the percentage of recipients who opted out of your email list after receiving a particular campaign. A sudden spike could indicate issues with your subject line or content.
• Spam complaint rate: This critical metric shows the percentage of recipients who marked your email as spam. High rates can damage your sender reputation.

Now you know how to write email subject lines

By experimenting with these subject line tips and analyzing your audience’s response, you can identify what resonates best with them. Remember to keep it concise, intriguing, and relevant to the content of your email. With practice and persistence, you’ll be able to consistently write subject lines that grab your audience’s attention and improve the success of your email marketing campaigns.

Whether you’re a solo entrepreneur or a global brand, this guide breaks down each option’s features, benefits, and limitations to help you pick the perfect fit for your customer mobile messaging strategy. Let’s dive in.

What is WhatsApp Messenger?

WhatsApp Messenger is the original application that started it all. Launched in 2009, it was created with a single purpose: to provide simple, reliable, and free communication between individuals worldwide, using only an internet connection. It quickly became the preferred app for connecting with friends and family and chatting in small groups.

Some key features of WhatsApp Messenger are: 

One-on-one and group chats

This feature allows you to engage in text conversations. You can create groups for family discussions, event planning with friends, or managing interactions within small communities.

Voice and video calls

Make free, high-quality calls over the internet, saving you from hefty phone bills when connecting globally.

Media sharing 

Share photos, videos, documents, voice notes, or contacts to make conversations vibrant. For example, you can send a quick video of your vacation to your group chat.

Status updates 

You can share temporary updates—such as text, photos, videos, or GIFs—that disappear after 24 hours (similar to Instagram Stories). This feature provides a simple way to share moments from your day with selected contacts, similar to the stories feature on early social media platforms.

End-to-end encryption for privacy

With default end-to-end encryption, your messages and calls are secured so only you and your recipient can access them, ensuring your privacy and peace of mind.

Can you use WhatsApp Messenger for business?

It’s not recommended to use WhatsApp Messenger as a business tool. While some micro-businesses or freelancers use WhatsApp Messenger to chat with clients, it’s not designed for professional use. Here’s why:

• No business tools: Lacks profiles, product catalogs, or automation to showcase your brand professionally
• Privacy risks: Mixing personal and business contacts can lead to accidental data sharing or privacy breaches
• Unprofessional image: Customers expect a professional and distinct communication channel from businesses, not a personal chat experience
• No analytics: You can’t track message delivery, read receipts, or engagement, leaving you in the dark about customer interactions

How to get started with WhatsApp Messenger

Getting started with WhatsApp Messenger is a breeze:

1. Download the app: Available for free on iOS, Android, or desktop via the App Store, Google Play, or WhatsApp’s website.
2. Set up your profile: Verify your phone number and add a name and photo.
3. Start chatting: Connect with contacts who have WhatsApp installed or invite others to join.

What is the WhatsApp Business App?

Running a small business and looking for a free, easy way to manage customer conversations? The WhatsApp Business App is specifically designed for you. Aimed at small businesses, startups, and solo entrepreneurs, this free app helps you connect one-on-one with customers, build trust, and improve interactions throughout their journey. It’s a step up from the personal Messenger app, offering dedicated business tools.

Some key features of the WhatsApp Business App are: 

Business profile

You can create a virtual storefront with helpful information for your customers like your logo, business description, email address, website, and location.

Catalog

Showcase your products and services directly within the app. You can create a mobile storefront with product images, descriptions, and prices, allowing customers to browse and inquire about items easily.

Quick replies

This feature allows you to create shortcuts to save and reuse messages you frequently send, saving time on repetitive inquiries.

Automated messages

You can set up welcome messages for first-time contacts or away messages when you’re unable to respond.

Manage customer relationships

Easily interact with customers while saving time and energy, using tools to automate, sort and quickly respond to messages.

Labels for organization

You have the option to organize chats and filter information with labels. This allows you to quickly find and respond to messages and manage conversations.

Broadcast lists

Send announcements or promotions to multiple customers at once (up to 256 contacts per list). Note: Recipients must have your number saved to receive broadcasts.

Basic analytics

Gain simple insights into your messaging, such as how many messages were sent, delivered, and read.

How businesses use the WhatsApp Business App

From local cafes to online sole traders, the WhatsApp Business App enables more personalized customer interactions:

• Processing orders: Accept orders, confirm bookings, and send updates directly via chat. A local bakery, for instance, can share its menu (via the Catalog) and confirm custom cake orders.
• Providing customer support: Answer product queries, provide details, and resolve issues quickly and directly.
• Sharing updates: Announce new arrivals, promotions, or events using broadcast lists (within the contact limit).
• Gathering feedback: Easily request reviews or testimonials in ongoing chat threads.

Limitations of the WhatsApp Business App

Single device

The app is fundamentally tied to one phone number and designed for use by a single individual. While you can link a few companion devices via WhatsApp web and desktop, it’s not built for multiple team members to collaboratively manage conversations under the same number. 

Limited automation

The automation features are limited to simple welcome and away messages. It does not support more advanced workflows, chatbots, or integration with external systems for triggered messaging.

Not suitable for high volume 

The manual management of conversations, combined with the lack of advanced automation, makes the app less suitable for businesses experiencing a high volume of customer interactions.

Limited broadcast capabilities 

Broadcast lists are capped at 256 contacts, which makes it challenging to send marketing or informational messages to larger customer segments.

How to get started with the WhatsApp Business App

To get started with the WhatsApp Business App, follow these steps:

1. Download the app:  It’s free on iOS or Android from the App Store or Google Play. Make sure you download the business version.
2. Set up your Business Profile: Add your business name, logo, contact details, and a compelling description to create a professional online presence.
3. Explore features: Populate your Catalog, set up Quick Replies, and activate welcome/away messages.
4. Engage customers: Let your customers know you’re on WhatsApp Business and start messaging contacts who have saved your number.

What is the WhatsApp Business Platform?

The WhatsApp Business Platform (formerly WhatsApp API) is the go-to solution for medium to large businesses needing robust, scalable communication tools. Unlike the Business App, it’s not a standalone app but an API that integrates with your existing systems—like CRMs, customer support platforms, or WhatsApp marketing software. This makes it ideal for automating high-volume messaging and delivering personalized customer experiences.

Key benefits and capabilities of the WhatsApp Business Platform include:

Scalability

Handle thousands of messages daily and support multiple team members at the same time, ideal for large customer bases.

Rich message formats

Go beyond text with rich media like images, videos, PDFs, and crucially, interactive message types with call-to-action or quick-reply buttons (e.g., “Track Your Order,” “View Details,” “Yes/No”). 

Integration capabilities

Seamlessly connect WhatsApp with your existing CRM, helpdesk software, e-commerce platforms, and marketing automation tools.

Customizable automation

Build sophisticated chatbots to handle FAQs, qualify leads, or process simple transactions. Trigger automated messages based on customer actions or data in your CRM (e.g., abandoned cart reminders, shipping notifications, appointment confirmations). Integrate with WhatsApp marketing software for campaigns.

How to get started with the WhatsApp Business Platform

Setting up the WhatsApp Business Platform can be complicated and often needs some technical know-how. Most businesses collaborate with an official WhatsApp business solution provider (BSP), like Dotdigital, to help them through the process. Here are the main steps involved:

• Verify your business with Facebook (Meta)
• Create a WhatsApp Business Account
• Connect the API using the BSP’s platform or your own system
• Get message templates approved by WhatsApp

Costs vary based on factors like how many messages you send, the type of messages (whether they are started by users or by your business) and your location. 

While there is some upfront investment needed, the advantages in terms of better efficiency, happier customers, and new ways to communicate can be significant, especially for businesses that deal with many messages or have complex needs. 

The setup time can take anywhere from a few days to several weeks, depending on how prepared you are and how you plan to integrate it.

Which solution is right for you?

Choosing the right WhatsApp solution depends on your business size, messaging needs, and technical resources. Here’s a quick checklist to guide your decision:

WhatsApp Messenger:

• Ideal for personal communication with friends and family
• Not recommended for business due to privacy risks, lack of tools, and unprofessional appearance

Best for: To plan a family event, not to manage customer orders.

WhatsApp Business App:

• Perfect for small businesses or solo operators with moderate messaging needs
• Offers professional tools like Catalogs and Quick Replies but limited to one device and basic automation

Best for: A local bakery uses it to share menus and confirm orders.

WhatsApp Business Platform: 

• Best for medium to large businesses with high-volume messaging and complex workflows.
• Supports multiple agents, advanced automation, and integrations, but requires technical setup and investment.

Best for: An ecommerce brand using it for automated order updates and customer support.

Decision checklist

• Do you need a free solution? Choose the Business App or Messenger (personal use only)
• Do you handle high message volumes? Opt for the Business Platform
• Need integrations with CRM or support tools? The Platform is your best bet
• Are you a small team with limited tech resources? Start with the Business App

Ready to connect with customers effectively on WhatsApp?

Choosing the right WhatsApp solution is really important for improving how you communicate with your customers. 

If you’re a small business, the free WhatsApp Business App is perfect for having direct conversations. However, if you want to grow, automate your messages, and connect WhatsApp with other tools, you’ll need the WhatsApp Business Platform.

This is where Dotdigital comes in. We’re experts at helping businesses like yours get the most from WhatsApp. We provide the tools and guidance for a smooth setup. We make sure your team can easily handle many messages and build smart automation that keeps customers happy and engaged.

Don’t miss the chance to connect with customers on one of the world’s top messaging platforms.

Marketers are increasingly exploring WhatsApp for marketing, and for good reason. I’m Przemek Szustak, Product Manager at Dotdigital, and I’m here to share my insights on why you should integrate WhatsApp messaging into your marketing strategy.

Why WhatsApp is a game-changer for mobile messaging

You don’t need to go to conferences to learn about how WhatsApp is used, you need to speak to the people around you. You probably know that most people use it to talk to family and friends, and it’s been that way since the channel was invented.

In more recent times, businesses have started using the channel too – changing the way consumers interact with brands. Initially, it was used to provide fast and personal customer support. This quickly caught the attention of marketers, and interest in the channel is rising quickly, and for good reason too.

Part of our daily lives

People are already using the app regularly – 33 minutes a day on average, in fact. It’s quite likely your WhatsApp message will sit at the top of someone’s empty inbox rather than being swallowed up. It’s a great way to stand out.

Global reach

WhatsApp is truly global app. End users of WhatsApp can communicate with people all over the world for free. That’s probably why it continues to gain popularity. Marketers who adopted WhatsApp early did so because they wanted new ways to communicate with international audiences. That’s why we see marketers in industries like travel, finance, and insurance using the channel most because they need to send messages to their audience wherever they are.

Strong engagement rates

When you receive a WhatsApp message, you likely check it promptly, right? The same applies to your audience. Since WhatsApp is commonly used for personal conversations with friends and family, it naturally captures attention.

The great thing about sending messages on WhatsApp is that they are much more likely to be seen. We’re talking about significantly higher open rates compared to your average email.

But it doesn’t stop there—people are also more likely to engage with the message, whether it’s clicking a link or replying. It feels more like a one-on-one conversation, which naturally leads to higher engagement.

WhatsApp x Dotdigital

WhatsApp is the fastest growing messaging app worldwide. It’s in our DNA to empower marketers to use channels that help them speak to their audience exactly where they’re at. If so many of us are using WhatsApp, we want our customers to get their messages seen there. Simple. And whilst there are plenty of channels out there for marketers to experiment with, WhatsApp has a degree of maturity that others don’t have just yet.

Why marketers should use WhatsApp for growth

Well, besides its global scalability and familiarity, early adopters of WhatsApp with Dotdigital have seen campaign performance dramatically improve. There’s a much higher chance of getting your message seen in a customer’s app compared to an email, and that’s reflected in its incredible open rates (over 90%). Also, the UI of WhatsApp messages just looks great. Swap hyperlinks for call-to-action buttons, and add visual media to bring your brand to life.

But most of all, the entry barrier to adopting WhatsApp in your cross-channel strategy is really, really low. It’s easy to get set up with Meta, and we’ve made it easy in Dotdigital, too. In fact, it’s just as easy to send a WhatsApp as it is to send an email.

How marketing teams can fit WhatsApp into their cross-channel strategy

Email is still king, and I don’t see that changing any time soon. However, your marketing strategy will be supplemented by adding in a channel like WhatsApp. It brings a wealth of different strengths to the table, like its personal feeling and how easy it is to inspire action. 

Since it’s not yet widely adopted by marketers, becoming an early adopter of WhatsApp gives you the opportunity to stand out from the competition. When you have a truly diverse channel strategy, you can be confident you’re meeting your audience exactly where they want to be met. 

If you’re looking for step-by-step advice on adding WhatsApp to your marketing strategy, be sure to read our WhatsApp Playbook. 

Who thrives with WhatsApp marketing

Of course, I’ve already mentioned how international businesses benefit from WhatsApp since it’s such a widely used channel globally. It’s also great if you have a really strong visual brand that resonates, or you want to showcase your new products in a place where your customers are engaged.

WhatsApp supports rich media formats, including images, videos, and GIFs, allowing businesses to create engaging and visually appealing content. This is perfect for showcasing products, sharing promotional content, or telling a visual story.

The channel benefits many industries. A great example of this is non-profits using visual media to bring their causes to life. Similarly, travel companies use showreels of their top beach holidays to excite holidaymakers about summer getaways.

Above all, it’s for marketers who want to build real connections with their audience, no matter the industry. We’re making it more accessible for our customers to connect with their audience on a more 1:1 basis. Conversations are what it is all about.

How Dotdigital customers are using WhatsApp for marketing

One of our early adopters has seen an impressive 46X ROI in their very first campaign with WhatsApp, which speaks volumes about how effective the channel can be. Our preview showed universally high deliverability and open rates for all customers. This shows the new benefits of this channel and its potential to benefit marketers across all industries.

The future of WhatsApp

I’ve been championing WhatsApp for quite some time now, but the statistics are promising. WhatsApp is forecasted to grow exponentially as a marketing channel. We may even see WhatsApp overtake traditional communication channels one day, making now the ideal time for early adopters to embrace this powerful platform. With WhatsApp’s potential, you can position your business as innovative and forward-thinking in the marketing landscape.

What’s more, Meta is constantly investing in WhatsApp, and it’s constantly evolving. If you think back to when you first downloaded the app, compared to now, I’m sure you’ll agree that it’s changed a lot. 

Meta has also made it cheaper to send WhatsApp messages. In the last year alone, the cost of messages in the UK has halved. As Meta continues to make WhatsApp the next big thing for marketers, we can expect great functionality and competitive pricing.

Final thoughts

WhatsApp offers brands a unique opportunity to connect with customers in a space they already trust and use daily. Integrating WhatsApp into your marketing mix is not just about keeping up with trends—it’s about meeting your audience where they are and building genuine, one-to-one connections. With Dotdigital making it easier than ever to get started, now is the perfect time to experiment, innovate, and set your brand apart before the competition catches up.

1. Personalized experiences

Today’s audience expects a personalized experience, and brands that fail to deliver will be left behind. This isn’t just a nice-to-have; it’s a fundamental expectation driving purchasing decisions. The projected impact is significant: personalized content is forecast to boost ecommerce sales by a staggering 40% by 2028. This underscores the crucial role of personalization in driving revenue growth.

Personalization at scale means using data, machine learning, and sophisticated targeting to create content that resonates with each individual on a personal level. It’s about understanding your audience’s needs, preferences, and behaviors, and then tailoring your content to meet those specific demands. This goes beyond simply inserting a name into an email; it’s about creating dynamic, interactive experiences that feel custom-made.

Here’s how personalization is improving customer experiences: 

Product recommendations

Imagine product suggestions so relevant they feel like they were hand-picked just for you. AI-powered systems analyze a wealth of data, including browsing history, purchase patterns, real-time interactions, and even contextual information like current trends, weather in the customer’s location, and social media activity, to provide incredibly precise product recommendations.

For instance, a clothing retailer might recommend items not only based on your previous purchases but also by considering current fashion trends, the weather in your area, and even products you’ve shown interest in on social media.

Dynamic content experiences

Websites and apps are becoming increasingly adaptive, responding in real-time to each visitor’s unique profile. The content, layout, and even calls to action change dynamically based on user demographics, previous interactions, and the current context. A returning customer might see personalized promotions and product suggestions, while a first-time visitor is presented with content aimed at educating them and establishing trust.

Personalized email marketing

Email campaigns have evolved beyond simple segmentation. Dotdigital’s Winston AI can analyze large amounts of data to create highly personalized email content, including subject lines, body text, and special offers. This approach maximizes open rates and click-through rates. Imagine receiving an email triggered by a specific action you took on a website, offering a discount on a product you were considering.

Interactive content

Interactive tools like quizzes, polls, and assessments gather valuable insights into user preferences, enabling the creation of even more personalized experiences. A financial services company, for example, could offer a personalized retirement planning tool that takes into account a user’s age, income, risk tolerance, and financial goals.

Chatbots and AI assistants

These tools provide personalized customer support and guidance, answering questions and offering tailored recommendations based on individual needs. Imagine a chatbot on a travel website helping you plan a trip, offering personalized recommendations for flights, hotels, and activities based on your budget and interests.

The key to a successful personalization strategy is the responsible use of data. Our recent Hitting the Mark report found that only 40% of brands have a preference center, which represents a significant missed opportunity. 

A strong personalization strategy relies heavily on a well-designed preference center. Preference centers help users specify their preferences across various areas, including their favorite communication channel, desired messaging frequency, and specific interests.

2. The rise in employee-generated content (EGC)

Let’s be honest, we all know user-generated content (UGC) is a big deal. People trust authenticity, and a huge 79% of us say that UGC sways our buying decisions. Customers want to see real experiences from real people, not just polished ads.

But this year, we’re taking things a step further with employee-generated content (EGC). Think about it: instead of just your customers sharing their experiences, you can use your own team as storytellers and content creators. That’s a powerful way to connect with your audience on a whole new level.

And guess what? The stats back it up. A massive 93% of marketers believe UGC (including EGC) is more trustworthy than anything a brand creates itself. In a world that’s hungry for authenticity, EGC makes your brand feel human, relatable, and real.

Take a look at brands like Refy, Sheerluxe, and Mejuri. The brands are nailing EGC by using platforms like TikTok to showcase a more spontaneous and authentic side. From office outfit checks to “get to know the team” videos, the brands are offering a behind-the-scenes glimpse into the people who make the magic happen. Often, the content has nothing to do with the actual product, and that’s the point. It’s about building genuine connections and showing the human side of the brand.

Now, if you’re in the B2B space, LinkedIn is the place for EGC to shine. It’s not just about posting job openings or sharing company news anymore. With over 800 million users (and growing), LinkedIn offers a massive audience of professionals hungry for authentic insights. Think about it: your employees are experts in their fields.

Encourage them to share their perspectives on industry trends, discuss challenges and solutions, or even offer quick tips and tricks related to your product or service. For example, a sales team member could share a short video on how they use your software to solve a common client problem. This type of authentic, helpful content builds credibility, strengthens your brand’s reputation, and positions your employees as thought leaders.

Bottom line? EGC isn’t just a trend; it’s a must-have. People want to hear from the people behind the brand. And who better to share those authentic stories than your own team? By giving your employees a platform to share their unique perspectives and experiences, you’re tapping into a goldmine of engaging, trustworthy content that truly resonates.

3. Combining human and AI-generated content

Let’s face it: content creation can be challenging. However, what if you could boost your content production by combining the best of both worlds? This is becoming a reality with the rise of AI-powered content creation. AI tools can produce content up to ten times faster than humans, helping you save valuable time. 42% of businesses are already using AI to cut costs. Imagine what you could achieve with that extra time and budget.

An impressive 69% of marketers are already using AI to help them create content, and an even more impressive 72% report seeing better results. This isn’t just about saving time; it’s about creating higher-performing content that resonates with your audience.

By using AI, you can focus on crafting high-quality content that provides value to customers while also meeting Google’s E-E-A-T quality rating criteria. This helps improve search rankings and increases the chances of appearing in essential AI-generated summaries.

The future of content creation isn’t about choosing between humans or AI; it’s about using the capabilities of both. AI can take care of the heavy lifting by providing a foundation of high-quality, on-brand content at scale. 

Then, you can add a creative touch: emotion, insight, and the unique perspectives that only humans can provide. This collaboration results in captivating content that leaves a lasting impression on your audience. It’s not a competition between humans and AI; it’s a partnership that creates content greater than the sum of its parts.

4. The importance of video content

An impressive 92% of internet users watch videos online every week. This isn’t just a statistic; it’s a transformation in how we consume content. People are no longer just scrolling; they are actively watching, engaging, and connecting through video on a massive scale.

What’s even more striking is that 84% of marketers believe video content is essential to their marketing strategies. Why is that? Because video has a unique ability to tell stories, evoke emotions, and forge genuine connections with audiences in ways that text and images cannot.

The financial benefits are significant as well. Brands incorporating video content experience almost 50% more growth. It’s evident that video content not only enhances engagement, but also significantly improves conversion rates.

But it’s not just about the numbers. Video is the key to cutting through the noise and building deep connections with your audience. Whether through short-form social media videos, immersive virtual experiences, or captivating long-form storytelling, video presents limitless opportunities for creativity and engagement.

Consider platforms like TikTok, YouTube Shorts, and Instagram Reels. These are not merely social media channels; they are storytelling platforms where brands can showcase authenticity, creativity, and truly connect with their audience. A 30-second video can achieve what a thousand-word blog post cannot: it can create an immediate, emotional connection.

Looking to the future, 44% of marketers are incorporating AI into their content production. This powerful combination promises to revolutionize content creation by increasing both efficiency and creative potential, paving the way for personalized and highly engaging video experiences.

Video content embodies authenticity, creativity, and human connection. It’s less about hard-selling and more about crafting resonant, inspiring stories that captivate and genuinely engage your audience.

5. Sustainable and ethical content

Today’s shoppers are not just buying products; they’re investing in values. As environmental and social consciousness grows, your content must reflect a genuine commitment to sustainability and ethical practices. 

It’s no longer enough to simply say you care; you must demonstrate it through your actions and your content. Whether it’s showcasing your brand’s eco-friendly initiatives, amplifying the stories of your diverse team, or advocating for important social causes, your content must authentically reflect a dedication to making a positive impact.

Customers are increasingly demanding transparency and ethical behavior from the brands they support. 66% of shoppers are now looking for eco-friendly brands. This powerful trend is driving brands to create content that goes beyond mere marketing and truly highlights their sustainability efforts and ethical practices. It’s about building trust and demonstrating accountability.

Here’s how to effectively integrate sustainability and ethical considerations into your content strategy:

Show, don’t just tell

Instead of simply stating your commitment to sustainability, showcase concrete examples of your initiatives. Share stories about your eco-friendly manufacturing processes, highlight your use of recycled materials, or detail your efforts to reduce your carbon footprint. Visual content, like videos and infographics, can be particularly impactful in showing your commitment.

Amplify diverse voices

Highlight the stories of your diverse team members. Share their perspectives, experiences, and contributions to your company. This not only demonstrates your commitment to diversity and inclusion but also humanizes your brand and makes it more relatable.

Support relevant causes

Advocate for causes that align with your brand values and resonate with your target audience. Partner with non-profit organizations, participate in community initiatives, and create content that raises awareness about important social and environmental issues. However, ensure that your support is genuine and not just a marketing ploy. Consumers can easily spot “greenwashing” or performative activism.

Be transparent and authentic

Transparency is key to building trust. Be open and honest about your sustainability challenges and the steps you’re taking to address them. Admit when you’re not perfect and be transparent about your supply chain and manufacturing processes. Authenticity is paramount.

Engage in meaningful conversations

Don’t just broadcast your message; engage in conversations with your audience. Ask for feedback, answer questions, and address concerns about your sustainability and ethical practices. This two-way communication builds stronger relationships with your audience.

Refine your content strategy for a successful 2025

As we look to the rest of 2025, it’s clear that the content marketing landscape is evolving at a rapid pace, becoming more dynamic and sophisticated. The five trends we’ve discussed highlight a significant shift in how brands create and distribute content. By keeping up with these trends and adapting your strategies, you can stay ahead of the curve, connect more deeply with your audience, and drive meaningful engagement. 

A content calendar helps you plan, organize, and track your content efforts so that you can deliver the right content to your customers at the right time. This guide will cover the benefits of using a content calendar and provide a step-by-step process for creating one. Whether you’re an experienced marketer or just starting your content journey, this resource will give you the knowledge to enhance your content strategy.

What is a content calendar?

A content calendar, also known as an editorial calendar, is a strategic planning tool that you can use to schedule and organize your content creation and distribution across various channels. Your content calendar serves as a central hub, bringing together your social media calendar, blog calendar, email marketing schedule, and other content plans. It offers a complete overview of your content strategy, enabling you to synchronize and coordinate various marketing activities across multiple platforms and channels.

Why are content calendars important?

When it comes to marketing, having a solid plan can make all the difference. A content calendar isn’t just a fancy tool; it’s your roadmap to success. Let’s dive into some of the key benefits of using one, and see how it can transform your marketing efforts.

Improved organization

Creating content at the last minute can be chaotic. By planning your content, a calendar helps you avoid stressful rushes. You’ll have a clear view of what needs to be done and when allowing for a smoother workflow. Instead of working without a plan, you’ll be able to approach each piece of content with intention and purpose.

Increased consistency

Consistency is so important when keeping your audience engaged. When you have a calendar in place, it helps you stick to a regular publishing schedule. This means your audience knows when to expect new content from you, which keeps them coming back for more. Whether it’s weekly blog posts or daily email updates, a consistent rhythm builds trust and fosters loyalty among your followers.

Better collaboration

A content marketing calendar is invaluable for cross-team collaboration. When everyone has access to the same calendar, it becomes much easier to align your content strategy. Team members can see what others are working on, share ideas, and coordinate efforts without stepping on each other’s toes. This transparency leads to more cohesive content that reflects your brand’s voice and goals.

Enhanced efficiency

A well-planned calendar doesn’t just help with organization; it also boosts efficiency. By mapping out your content in advance, you can optimize your resources and avoid wasting time on last-minute tasks. You’ll know exactly what needs to be done and when allowing you to allocate your time and energy more effectively. This means you can focus on creating high-quality content rather than scrambling to meet deadlines.

Improved SEO

Let’s not forget about the search engines. By strategically planning your content around relevant keywords and topics, you can enhance your SEO efforts. A content calendar allows you to think ahead about how each piece will fit into your overall SEO strategy, helping improve your website’s visibility over time. With thoughtful planning, you’ll not only engage your audience but also attract new visitors through organic search.

How to create a content calendar?

Creating a content calendar may seem overwhelming at first, but with a clear process, you can develop one that meets your needs and streamlines your marketing efforts. Here’s a step-by-step guide to help you begin creating an effective content calendar.

1. Define your goals 

Before delving into the details of your calendar, it’s important to first clarify your marketing goals. Are you aiming to increase brand awareness, generate leads, or boost engagement? Having clear objectives will help you shape your content strategy.

2. Identify your target audience

Next, it’s crucial to define your target audience. Who is your content intended for? Understanding their preferences, challenges, and interests will enable you to customize your content to effectively meet their needs.

3. Conduct keyword research

Keyword research helps you identify the search terms that your target audience is using. This information can be used to optimize your content for search engine results pages (SERPs) and attract more organic traffic. This is particularly valuable for blog posts and paid advertising campaigns.

4. Create your content calendar template

Selecting the ideal content calendar tool depends on your team’s size, workflow, and specific needs. There are so many options available, ranging from spreadsheets to digital platforms. 

5. Brainstorm content ideas

With your goals, audience, and schedule in place, it’s time to brainstorm content ideas. Gather your team for a brainstorming session or use tools like Google Trends and AnswerThePublic to identify trending topics in your industry.

Consider creating a mix of evergreen content (topics that remain relevant over time) and timely pieces (content related to current events or trends). This variety will keep your audience engaged throughout the year.

6. Determine your content types and channels

Next, decide on the types of content you want to create. Some content types you may want to include are:

• SMS messages
• Email newsletters
• Blog posts
• Videos
• Infographics
• Ebooks
• Webinars
• Social media posts
• Case studies

Also, think about where you’ll distribute this content. Different channels may require different types of content; for example, Instagram is more visual than LinkedIn. By outlining both your content types and channels upfront, you can ensure a balanced approach.

7. Map out your content

Now comes the fun part—populating your calendar! Start filling in specific content pieces based on your brainstorming session. Include:

• Publication dates: When will each piece go live?
• Content types: What format will it take?
• Titles or topics: What will you write about?

This is also a good time to assign responsibilities—who will write it? Who will edit it?

8. Establish a posting schedule

How often do you want to publish new content? Setting a posting schedule is crucial for maintaining consistency. Consider factors like:

• Your team’s capacity
• Audience preferences (e.g., do they prefer daily updates or weekly deep dives?)
• Industry standards (how often do competitors post?)

Once you have a frequency in mind (e.g., three blog posts per week or two emails a week), you can start mapping out when each piece will go live.

9. Include key details

For each piece of content in your calendar, include essential details such as:

• Target keywords: What keywords are you aiming to rank for?
• Content or email brief: A short outline or description of what the piece will cover.
• Calls-to-action: What action do you want readers to take after engaging with the content?
• Visual assets needed: Will you need images or graphics? Note those down.

These details will help streamline the creation process and ensure everyone knows what’s expected.

10. Build in flexibility

While having a plan is essential, it’s equally important to remain adaptable. Leave some open slots in your calendar for timely or reactive content—this way, you can jump on trends or address current events as they arise without disrupting your entire schedule.

11. Review and adjust regularly

A content calendar isn’t set in stone; it should evolve as your business needs change. Schedule regular reviews—monthly or quarterly—to assess what’s working and what isn’t. Look at performance data to see which types of content resonate most with your audience and adjust accordingly.

How can I use a content calendar to improve my email marketing strategy

A content calendar can significantly enhance your email marketing strategy by helping you plan, execute, and optimize your campaigns more effectively. Here’s how you can use your content calendar to boost your email marketing efforts:

Plan email campaigns in advance

Utilize your content calendar to schedule regular newsletters, promotional emails, and drip campaigns well in advance. This forward-thinking approach ensures a steady flow of communication with your audience and allows you to align your email content with other marketing initiatives.

Maintain consistent communication

With a content calendar, you can establish and maintain a regular cadence for your email communications. This consistency helps build anticipation among your subscribers and keeps your brand top-of-mind.

Segment your audience 

Plan different email streams for various subscriber segments within your calendar. This allows you to tailor content to specific interests, behaviors, or stages in the customer journey, increasing the relevance and effectiveness of your emails.

Optimize send times

Make use of your calendar to test different sending times and days. You can utilize Dotdigital’s send-time optimization to determine the ideal time to send, based on your contacts’ past click behavior. It will then schedule individual sends at this time to maximize engagement.

Balance content types

Your content calendar helps you maintain a healthy mix of email content. Plan to mix promotional emails with value-added content like tips, industry news, and exclusive insights. This variety keeps your audience engaged and positions your brand as a valuable resource.

Incorporate seasonal themes

Map out emails around holidays, industry events, or seasonal trends relevant to your audience. Your content calendar allows you to plan these timely campaigns well in advance, ensuring you don’t miss important opportunities to connect with your subscribers.

Schedule A/B tests

Plan regular A/B tests for subject lines, email content, and calls-to-action. You can improve your email performance over time by scheduling these tests in your content calendar.

Coordinate with other marketing efforts

Use your calendar to align your email content with your overall marketing strategy. This ensures that your email messages complement and reinforce content shared across other channels, creating a more cohesive brand experience.

Remember to integrate your email marketing strategy into your content calendar. This will help you create a more strategic, data-driven approach to engaging your audience through email. Planning and coordinating at this level will improve key email marketing metrics, such as higher open rates, improved click-through rates, and ultimately, better conversion rates for your email campaigns.

How Dotdigital enhances your marketing strategy

We’ve discussed the importance of content calendars and how to create them. Now, let’s delve into how Dotdigital helps you distribute your content across key channels:

Email marketing

Dotdigital’s email marketing tools allow you to execute your email content strategy seamlessly. You can schedule and automate email campaigns aligned with your content calendar, ensuring timely delivery of newsletters, product updates, and promotional content to your subscribers’ inboxes.

SMS messaging 

Extend your reach beyond email with Dotdigital’s SMS capabilities. Integrate SMS messaging into your content calendar to deliver time-sensitive updates, exclusive offers, or reminders directly to your audience’s mobile devices, enhancing engagement and immediacy.

Web personalization 

Leverage Dotdigital’s web personalization features to dynamically adjust your website content based on visitor behavior and preferences. This allows you to display tailored content, product recommendations, and offers that align with your overall content strategy, creating a cohesive experience across channels.

Social retargeting

Amplify your content’s impact through Dotdigital’s social retargeting capabilities. Synchronize your social media advertising efforts with your content calendar and retarget website visitors or email subscribers with relevant content on social platforms. 

Cross-channel automation

Dotdigital’s automation features enable you to schedule content across multiple channels. This automation ensures your content reaches your audience at the right time, as planned in your content calendar.

Create your content calendar today

Creating and maintaining a marketing content calendar is a powerful way to streamline your content marketing efforts and achieve better results. Following the steps and strategies outlined in this guide, you can develop a content calendar that keeps your team organized, your content consistent, and your marketing goals on track.

Remember that your content calendar should be a living document, evolving as your business grows and your audience’s needs change. Regularly review and refine your approach to ensure that your content calendar remains an effective tool for driving your marketing success.

With a well-planned content calendar, you’ll be better equipped to create high-quality, strategic content that resonates with your audience and supports your business objectives. So start planning, stay consistent, and watch your content marketing efforts flourish.

1. Developing a customer obsession

One of the main buzzwords from the Retail Innovation Conference and Expo was customer obsession. Forward-thinking retailers are prioritizing a deep understanding of their customers’ ever-evolving needs and preferences. How? By mapping the customer journey.

By mapping out the customer journey you can pinpoint pain points and provide exceptional customer experiences. This data-driven approach promotes loyalty, engagement, and overall business growth.

2. Nurturing customer-focused communities

Building strong, customer-centric communities is no longer a nice-to-have; it’s a must-have for modern retailers. By creating a sense of belonging and shared values, brands can foster deeper connections with their customers, driving loyalty and advocacy.

A prime example mentioned at the conference was Lucky Energy‘s Mile High Club, which offers a rewards program that goes beyond points. It cultivates a community of like-minded individuals, fostering a sense of unity and belonging. Engaging customers in meaningful ways across channels leads to lasting brand loyalty and advocacy.

3. Connecting with Gen Z

Retail leaders stressed the importance of connecting with Gen Z, a powerful consumer group. They achieve this by focusing on three key areas: authenticity, shareability, and relevancy.

So, how do you grab Gen Z’s attention? Simple – create campaigns that promote inclusivity, diversity, and purpose. Look to Lucky Energy for inspiration. The brand has woven its story into its marketing and business practices. This resonates with Gen Z, who value brands that go beyond just selling products.

Remember, Gen Z loves visuals and stories. This means exploring new ways to tell your brand’s story. Think of captivating video content, like short and engaging TikTok, or interactive experiences such as quizzes or polls in your email marketing. By understanding what excites Gen Z, you can build strong connections with this influential customer base.

4. Personalized experiences across channels

Imagine this: a customer browses shoes online, then walks into your store and receives personalized recommendations from a salesperson who knows their preferences. Sounds pretty delightful, right? That’s the power of seamless, cross-channel personalization.

Retail experts at the conference highlighted Macy’s innovative approach. The brand empowers in-store associates with access to rich digital customer profiles. This allows salespeople to tailor their interactions, offering relevant suggestions and solutions.

The result? A cohesive customer journey that feels effortless. You reach customers with the right message at the right time, whether they’re browsing online or interacting with your brand in-store. This personalized approach fosters deeper engagement and loyalty.

5. Adapting to the cross-channel era of dynamic customer journeys

At the conference, retail leaders emphasized the importance of adapting to the cross-channel era by prioritizing consistency across all touchpoints.

In essence, the focus is on meeting customer needs seamlessly, regardless of where they make a purchase. For example, a customer might research a product online, visit a physical store to try it on, and then purchase from their phone later in the day. This multi-channel experience should feel effortless.

By providing enjoyable experiences across online, mobile, and in-store touchpoints, you can increase customer satisfaction and loyalty. This involves:

1. Cross-channel availability: Your brand should be present and accessible wherever your customers are, whether it’s on your website, social media platforms, or in a physical store.
2. Consistent messaging: Deliver a unified brand message across all channels to avoid any disconnect between your online presence and in-store experience.
3. Data-driven personalization: Utilize customer data to personalize interactions across channels. For instance, if a customer looks for a specific product online, a salesperson in your store can use that information to provide relevant assistance.

By embracing the ever-changing nature of customer journeys, you can keep your brand relevant and nurture stronger customer relationships.

6. Laying foundations for sustained growth

Retail leaders emphasized the importance of building a strong foundation for long-term success. This involves investing in foundational elements such as effective data management, clear business objectives, and a compelling brand mission. By establishing these pillars, retailers can create a solid base for expanding their marketing efforts and adapting to the constantly changing retail landscape.

Dotdigital is a powerful platform that allows you to organize, segment, and analyze your customer data. The platform seamlessly integrates with various ecommerce, CRM, and third-party systems, ensuring that your customer data is always up-to-date and readily available to inform your marketing strategies.

Future-proof your retail strategy

The Retail Innovation Conference and Expo provided valuable insights into the changing landscape of retail marketing. It’s clear that a customer-centric approach, which is based on data, community, and personalization, is important for success.

Retailers need to be agile and adaptable, from understanding and meeting Gen Z’s unique preferences to providing seamless cross-channel experiences. By embracing these trends and utilizing powerful tools like Dotdigital, you can survive and thrive in this dynamic market.

With a focus on emerging trends, the roadshows delivered actionable insights to help attendees elevate their brands and enhance the customer journey. These events created a buzz in each city, from expert speakers to networking opportunities.

Let’s dive into the key themes from these inspiring events and discover how you can apply these insights to your marketing strategy.

Embracing AI technologies

AI is undeniably transforming the marketing landscape. At the Dotdigital Summit Roadshows, we explored how you should use AI to drive business growth.

Dotdigital has been at the forefront of AI integration, with solutions like WinstonAI empowering you to stay ahead of the curve. But AI’s potential extends far beyond this. Our Roadshows delved into practical applications such as:

• Send time optimization: Leveraging AI to pinpoint the optimal send times for campaigns, maximizing engagement, and delivering a seamless customer experience.
• RFM and eRFM sorting: Prioritizing customer segments through recency, frequency, and monetary value analysis, allowing you to tailor campaigns for maximum impact.
• Product recommendations: AI-driven personalization that enhances shopping experiences, increases average order values, and fosters customer loyalty.

The roadshows showcased the growing importance of how to utilize AI as an extension of your marketing team. 

Acing deliverability

The significance of email deliverability as a critical aspect of digital marketing success was discussed, with tips on ensuring campaigns reach their intended recipients.

With speaking sessions from our deliverability specialists and partners from Shopify and Inbox Monster, we dove into ensuring campaigns reach their intended recipients, protecting brand reputation, and maintaining trust. 

Most importantly, we differentiated between delivery and deliverability, recognizing the latter as a tool, not a final goal. Be sure to implement clear unsubscribe buttons, protect campaigns from spammers, and maintain trust for better email and mobile messaging deliverability.

Team collaboration and partner integration

At Dotdigital, we are dedicated and committed to clients. Which is why we foster a culture of collaboration internally and externally. 

We heard our attendees appreciated the mix of product, education, industry insights, and networking opportunities presented in a fun and engaging atmosphere. Specifically how our team’s commitment to one another’s goals and our client’s goals left a lasting impression. 

Our commitment to our clients also meant collaborating with excellent partners to make sure we have useful and easy-to-use integrations for all of our clients. During our Product Roadmap sessions, we discussed Dotdigital’s extensive partner integrations and forward looking roadmap that demonstrates the company’s commitment to seamless integrations within the platform. 

Cross-channel strategies and customer loyalty

The roadshows highlighted the importance of developing cross-channel strategies to enhance customer engagement and boost brand loyalty. Most notably we had a recurring presentation with timeless examples and valuable insights on how to create seamless experiences across multiple channels. 

Using extreme examples like Taylor Swift and the Grateful Dead, we discussed how generic experiences are conversion killers. Remember that your greatest cheerleaders are your customers. Utilize reviews, loyalty programs, gamifying programs, and creating preference centers to provide your customers with something valuable will create positive associations with your brand and increase customer loyalty. 

By adopting effective cross-channel strategies, you can create memorable experiences, improve customer retention, and ultimately build lasting relationships with your target audience. 

Let’s wrap it up

The Dotdigital Summit Roadshows were a whirlwind tour of digital innovation, leaving attendees energized, informed, and ready to revolutionize their marketing strategies. Each city, from Miami’s vibrant energy to LA’s creative spirit and New York’s fast-paced hustle, provided a unique backdrop for exploring the latest trends and best practices.

We can’t wait to see how our attendees put their newfound knowledge to work and create marketing magic. Until next time, keep innovating, keep growing, and keep creating awesome campaigns.

In a recent interview with Sharon, she shared her extensive experience in creating impactful email templates and how she works with Dotdigital customers across different industries. The creative team at Dotdigital, including Sharon, is always on hand to provide valuable guidance and support.

Keep reading to learn Sharon’s secrets to crafting attention-grabbing email templates within the Dotdigital platform. Let’s delve in and get started.

Maximizing Dotdigital features

During our interview, Sharon revealed some powerful features she uses daily within the Dotdigital platform to create impactful email templates for clients. Let’s explore these hidden gems and show you how to use them to craft email templates that truly connect with your audience.

Image editor

Creating graphics for campaigns can be a time-consuming task, especially for those who lack access to photo editing tools like Photoshop. Relying on design teams can also slow down the process and create obstacles in your campaign creation, taking up valuable time for marketers. 

However, Sharon highlighted that the image editor available in Dotdigital under “Images” (Manage) helps you to design striking images. You can easily crop, resize, and add text overlays to create captivating hero sections and establish the tone for your email.

Link checker

Consider the frustration of spending hours creating the perfect email campaign, only to later discover that some links are not working. Not only is this inconvenient for your subscribers, but broken links can also damage your sender’s reputation and impact the success of your campaign.

Manually checking links in old email templates is a time-consuming task, and it’s all too easy to overlook a broken link. With Dotdigital’s link checker, you can automatically scan your templates for outdated or broken links – this is a huge time saver for Sharon and her team. This tool helps you provide a positive user experience and improve sender reputation.

Custom building blocks

Are you tired of typing the same email content over and over again? Creating emails from scratch can be time-consuming, especially if you must include common elements such as product listings, CTAs, or social media icons. Sharon revealed that using custom building blocks can dramatically improve your email creation process.

These blocks allow you to save frequently used content sections like a CTA block, and then simply drag and drop them into your emails whenever you need them. By doing this, you can create your own content library and save significant time on future campaigns. By focusing on crafting strategic email content, you can let Dotdigital take care of the repetitive tasks.

Display options

Picture this: you’ve crafted a stunning email complete with an eye-catching hero image, only to discover later that it’s cut off on mobile devices. In today’s mobile-first world, your emails need to display perfectly across all devices. Failing to optimize emails for different screen sizes can result in subscribers missing important information or having a negative user experience. 

Sharon highlighted the importance of using display options to create a seamless experience across all devices. This feature gives you control over how your email content appears on different screen sizes, enabling you to create a consistent and user-friendly experience for all recipients. 

With our display options feature, you can choose whether to show or hide specific sections for mobile or desktop viewers, catering to the unique preferences of each audience. By customizing your emails for each device, you’ll keep subscribers engaged and satisfied, regardless of how they access your emails.

Email template best practices

Email templates are a powerful tool to streamline your email marketing efforts, but crafting effective ones requires following key principles. Here are some email template best practices that Sharon uses daily when working with clients. By following these tips, you can create email campaigns that resonate with your audience and drive results.

Balance HTML and imagery

It’s important to strike a good balance between HTML text and engaging visuals. Finding this perfect balance allows your message to stand out across different platforms, ensuring that your audience receives a clear and compelling message. Excessive images in the top section of the email (above the fold) can make the email less engaging when images are turned off. On the other hand, large blocks of text can overwhelm readers.

Above the fold focus

When scrolling through a crowded inbox, you only have a few seconds to decide which emails to open before moving on. That’s why the above the fold section – the initial screen view of your email – is prime real estate. It’s your chance to grab attention and convince recipients to delve deeper. Here are some tips for a captivating above the fold section:

1. Lead with a compelling subject line: Use a clear, concise subject line that sparks curiosity and entices readers to open the email. Feeling stuck crafting the perfect subject line? Consider using a generative tool like WinstonAI.
2. Use visible HTML text: Ensure your HTML text is placed above the fold and is concise, complementing your subject line to engage viewers to open the email.
3. Showcase a powerful image: A captivating image can instantly grab attention and set the tone for your email.
4. Highlight key content: Feature a strong call to action, a new product launch, or a special offer to pique interest.

By prioritizing visually appealing and informative content within the above the fold section, you can significantly increase your email open rates and engagement.

Accessibility for all

Make your emails accessible to everyone. Use alt text to describe images for those who use screen readers, structure your content with clear heading hierarchies, and leave enough white space for readability to cater to a broader audience.

It’s important to ensure that all individuals can fully engage with your content. Creating accessible emails not only demonstrates inclusivity but also extends the reach of your message to a wider audience.

Code cleanliness

When it comes to email design, maintaining code cleanliness is important. By keeping your email code clean and minimizing nesting tables and columns where possible, you can avoid rendering issues – particularly on platforms like Gmail. A streamlined and well-structured code ensures that your messages are delivered effectively without any unnecessary bloat.

Font fundamentals

Fonts can make or break your email’s visual appeal. Opt for widely supported fonts like Arial or Times New Roman to ensure consistent display across different devices and email clients. Avoid fancy fonts that might not render properly and result in a confusing presentation.

Campaign design review

If you’re uncertain whether your emails are performing well, our creative team provides a campaign design review service. We’ll analyze five of your campaigns, provide feedback, and offer best practice advice and suggestions to enhance their effectiveness. This can help you pinpoint areas for improvement and ensure that your emails are reaching their full potential.

Start creating engaging emails today

Crafting compelling emails doesn’t have to be a mystery. By utilizing Dotdigital’s features and following best practices shared by our talented creative team, you can create email campaigns that engage audiences and deliver results.

Power up your emails with strong visuals, clear communication, and a focus on user experience. Instead of using generic templates, unleash your creativity and get support from our dedicated in-house experts. With Dotdigital, you can design email campaigns that stand out, attract attention, and drive results.