5 Ways To Upgrade Your Email Strategy in 2022

Photo credit: The Skilled Hassan Pasha

Email is a critical channel for prospecting, engaging with new customers and re-engaging previous ones. However most businesses are still using flows, funnels and messaging concepts they developed years ago and many companies are missing out on the latest tools. techniques and features that can help re-energize email revenue.

Here’s 5 ways your business can upgrade your email strategy in 2022:

Smart Segmentation

80% of the clients we work with have 3 or fewer segments:

  • Newsletter/Updates Sign Ups
  • Customers
  • Previous Customers

Each one generally has a set email flow plus ad hoc emails for news, releases, feature announcements. In the past, the idea of segmenting beyond this point usually encountered two issues: extra work to create and maintain segments and whether there’s any incremental benefit.

Both of these questions are easily resolved as modern email marketing programs have built in tools to help manage extra lists and there is absolutely a better return when you can right size your customer messaging, especially for upsells and reactivations.


A/B is something many organizations strive to implement but often fail to do so in a meaningful way.

Often an organization runs a single test or maybe two and then runs out of ideas or internal willpower to continue refining messaging concepts. Often they believe they have gotten the low hanging fruit out of the way when in many cases results normalize over time and no appreciable gain is noticed.

If you’re not experimenting with basics like subject lines, taglines and main header images, your organization should really look into building a testing repository where ideas and results can be put side by side for all team members to access and contribute to.


There was a big push in the mid-2010s to implement 1:1 personalization and often at massive implementation costs.

However brands, even small 10 person companies, can implement there own level of personalization without breaking the bank. Adding personalization is both from a framework in thinking of how users are leveraging products and the practical application of setting up simple data rules and captures for things like abandoned carts, time since last interaction, products you may also like etc …

You don’t need a 6-7 figure software platform and there are a number of out of the box add-ons within platforms that can help brands do this quickly and effectively.

Better Triggers

One of the biggest improvements an organization can make is tying site interaction data to their email lists and developing flows based on it. Users often take 10-20 steps before completing an action and leveraging email as a soft nudge to get them to the next step can quickly pay dividends.

If you use Intercom or a similar technology, most of these actions can be plug and play … example existing user goes to a knowledge base article on price breaks for additional users -> triggers an email to user with a limited time discount coupon/deal.

You’ll want to work on trigger timing to make sure you avoid the creep factor of emailing someone while they are on the site but little steps like the one above can produce major revenue gains.

Rethink Customer Flows

The pandemic changed how we buy and think about the products and services in our lives. There’s a lot of value in going back to what infrastructure is in place and seeing if it makes sense for not only the current environment economically but the current environment overall.

Preferences, use cases, price sensitivity has all changed and companies need to adapt their email messaging flows accordingly.


Avoiding One Size Fits All for Email

Photo Credit: The Sophisticated Eric Odiin

Email should be every brand’s highest performing channel but often brands struggle with how they can extract value without overwhelming their subscribers. In this post I’ll show you how to design email segment strategies that will perform well without overloading and alienating your audience.

Why Did They Subscribe?

This is the fundamental question that will drive your email marketing flow. Most sites have three sign up points, newsletter, promo and checkout and often they make the mistake of assuming consumers on all three lists want the same outcomes.

Newsletter / Signaling Signups – These customers aren’t ready to buy but want to be kept in the loop so that later on when conditions are more favorable, they may turn from subscriber to buyer

Email for Promo Code Signups – These signups are often the most fickle because the motivation for signing up is strictly a financial incentive for the end user

Checkout Opt-In – Web consumers at this point implicitly expect that they’ll be added to a marketing email list after they purchase and in our experience, even when checkout funnels have clear opt outs, if a brand has a strong enough value proposition people will often consent.

The first mistake outside of a basic post order flow is that many companies send the same exact emails to each list instead of meeting consumers where they are and designing campaigns around them.

What Do They Want in the Relationship?

Referring back to these core groups, we need to understand what they would be looking to get out of subscribing and staying engaged.

Newsletter signups will definitely need nurturing in addition to product announcements, use cases and upgrades to feel confident they are making the right decision when they’re ready to buy

Promo code subscribers will likely respond well to offers, closeouts and deals and aren’t going to want to click on emails detailing minor edits and holiday announcements.

Checkout opt-in subscribers will want post purchase nurturing of how-to guides, enhancements and with the right mix of both can easily be upsold both for deals/promo and new releases.

Flow Design

Each intent should have it’s own flow with very few emails being sent to subscribers on all three lists.

Pre-Purchase Subscribers

  • Nurture Flows
  • Use Cases
  • News/Enhancements/Launches

Enhancements / Launches

  • Promo Subscribers
  • Deals and discounts
  • Value Add

Checkout Subscribers

  • Next Steps
  • Use Cases
  • Pertinent Updates
  • Enhancements/Launches

This is just a 101 level article. For ways to really dive deep into email, follow this space.