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Ever wish you could read your customers’ minds? While we’re still waiting on that superpower, survey emails are the next best thing. They give you direct insights into what your audience thinks, wants, and expects from you. Whether you’re fine-tuning a product, improving your service, or just checking in, survey emails help you build stronger connections with your customers. Plus, people love sharing their opinions—especially when they know you’re listening!

Today we’re sharing what goes into making the perfect survey email template—that is, the structure that makes up the absolutely perfect survey email. One that people want to open and answer, and that also adds positively to subscriber perception of your brand. And then we’ll examine some stellar survey email examples that you can use to inspire your own.

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Why Send Survey Emails?

You probably have an idea as to why survey emails are worth considering. But lest you need convincing, here are the key reasons to get on board with surveys and start building the ideal survey template. 

• Understand Your Audience – Gain valuable insights into customer preferences, pain points, and expectations.
• Improve Products and Services – Use direct feedback to refine offerings and enhance customer satisfaction.
• Increase Engagement – Surveys create a two-way conversation, making customers feel heard and valued.
• Enhance Customer Retention – Survey emails are an important part of the email customer journey—by addressing issues proactively you can retain customers and maintain loyalty. 
• Make Data-Driven Decisions – Rely on real feedback rather than assumptions to guide business strategies.
• Measure Customer Satisfaction – Track Net Promoter Score (NPS) or other key satisfaction metrics to gauge brand perception.
• Personalize Marketing Efforts – Tailor messaging and offers based on customer preferences revealed in survey responses.

By now you’re surely convinced and chomping at the bit to create your first survey. So let’s dive into the elements of a strong survey email template.

Elements of a Successful Survey Email Template

A great survey email template isn’t just about asking questions—it’s about getting people to actually open your message, click, and respond. Indeed, there’s an art to this process so that you can get meaningful results that truly benefit your business, and build trust with your customers—which is all part of a successful email newsletter strategy. 

But first, let’s break down the key elements of a successful survey email template. 

1. Subject Line: Grab Their Attention

If we’ve said it once, we’ll say it again (and again!): your email subject line is your first (and maybe only) shot at getting someone to open your email. As is the case with every email, your survey email subject line needs to be engaging, clear, and, ideally, irresistible. And because survey emails are their own breed of messages, we have a few more tools in our tool box to really tease that email-open. Here are some winning subject line ideas for inspiration:

• Can we ask you a question? 
• Answer a [Number]-minute survey—win a [Prize]!
• Shape our next product
• Your feedback is important to us
• We want to hear from you
• Have a second?
• “Tell us what you think & get [incentive]”

As you can imagine with the above subject lines, sparking curiosity or offering a small incentive can go a long way in increasing survey request email open rates. And the truth is people love sharing their thoughts, so if you keep it quick and focused on the customer and the value of their input, you’re a lot more likely to get a response.

We love how the above email has a tempting and funny subject line. Trade us for what? Feedback for a discount, that is! The email itself follows up with a super playful message that emphasizes the value of getting to know the customer and offers a sweet incentive. Multiple clever and laugh-inducing call-to-action buttons ensure engagement.

2. Body Copy: Keep It Short and Sweet

Speaking of keeping it quick, no one wants to read a long-winded novel just to get to a survey link…only then to be faced with an enormously long and boring questionnaire. Let’s not do that to our customers. Keep your message concise, friendly, and to the point. Here’s a simple structure to follow:

1. Start with appreciation – “We value your opinion!”
2. Explain why you’re reaching out – “We’re working on improving [product/service] and would love your feedback.”
3. Set expectations – “It’ll only take 2 minutes!”
4. Add an incentive if applicable – “As a thank you, you’ll be entered to win [prize].”

Set expectations, and make it feel personal and conversational, like a message from a friend.

The above feedback email from Food52 checks all the survey email boxes with its to-the-point message that expresses gratitude and makes responding easy.

3. Imagery: Make It Eye-Catching

A well-placed image or graphic is an important part of good email design, and it can make your survey request email more visually appealing, friendly, and just generally add to your brand’s overall vibe (which is always important to enforce and reinforce). Consider using:

• A friendly, relevant image (like a smiling person or a fun illustration)
• Simple icons to highlight key points
• A branded design to keep things consistent

Just don’t overdo it—too many visuals can distract from the main goal: getting that survey completed. Short and sweet and good to look at—that’s the goal.

This email does a mouth-watering job of keeping it short and, especially captivating. Chances are customers will answer the survey and then head straight to DQ for a caramel-slathered ice cream sundae, maybe with a side of fries. 

4. Call to Action: Link to Survey!

Your survey email has one purpose: to get people to take your survey. So your survey link is your call to action (CTA), and it needs to be extra noticeable. If people have to hunt for the survey or questionnaire link CTA, they simply won’t bother. So place your link prominently, ideally as a button, and near the beginning and end of your email. Use bold, strategic colors and a large enough button to make clicking irresistible.

The above email wastes no time asking a short and super direct question, followed by an extra-simple and impossible-to-miss CTA button—survey response assured. 

5. The Perfect Survey Template: Put Everything Together

In theory, a survey email template could seem rather simple, but you can tweak it a thousand ways to make it just right for your purpose and audience—and to ensure that you get those responses. 

Pulling together the above elements, we can create this basic, but oh-so-perfect, survey email template.

Survey Email Template Best Practices

We’ve covered the elements of a survey email, but how you put those elements into action is where the real magic happens. To maximize responses, follow up these best practices when crafting your survey email template.

1. Offer Incentives

“You want my opinion, and I get rewarded for it?” Sign us up, because hey, we’re human, we love to share our thoughts, and we love a good dopamin-inducing incentive! So offering a perk, like a discount, giveaway entry, or exclusive access can significantly increase open rates and up survey request participation. 

Even something as simple as “Help us improve, and get 10% off your next purchase!” can give a nice bump to your survey responses. Plus it generates goodwill, and who doesn’t want a little more of that? 

2. Explain the Purpose

By letting your audience know why their feedback matters, you can get them emotionally invested in your survey’s purpose and outcome. After all, they want to know their feedback matters—and why. 

For example, are you looking to enhance customer service? Improve a product? Let your customers know this. If they understand the “why” behind your survey, it will increase the chances that they take the time to respond. And the bonus: they become more loyal to your brand in the process because they see that you care.

Eton makes the goal of their survey extra clear, starting right in the subject line, which they follow up by asking the reader to help them improve. This kind of transparent request helps the customer feel like their opinion is important and has a greater purpose.

Ring’s survey email also does a stellar job of getting the recipient invested in the purpose of gathering feedback. By sharing their mission, they convey to the survey taker that they can directly support this mission—an appeal that is hard to ignore.

3. Set Expectations

It’s important to keep your survey request emails short, and a part of that is making sure the recipient knows that you won’t be monopolizing their time. Keep emails lean and surveys brief, and set expectations accordingly. 

Sightglass does this nicely with their brief email that gets to the heart of the matter—the survey will only take five minutes, and Sightglass conveys their interest in knowing customer thoughts so that they as a business can do better.

4. Share Results

Your subscribers are invested at this point—they’ve given you feedback, and so for them to get to know the outcome of their well-spent time is the cherry on top. Once you’ve gathered responses, share the impact! 

A follow-up email with key findings, or one that shares how you’ll implement changes based on feedback, not only builds trust but also reinforces the benefits of email marketing, keeping your audience engaged and connected to your brand.

Who doesn’t love survey results, especially if you’ve gone to the trouble of providing your own answers? Hers taps into this curiosity with an email packed with survey data, letting customers feel valued for having shared their feedback, and providing them with the satisfaction of knowing the results.

The above email demonstrates a super smart way to benefit even further from your survey emails. Revolution Tea expresses gratitude by not only sharing results, but also a discount. In addition to this, they use the actual survey results and testimonials as social proof to further encourage purchases. 

Survey Email Template Examples in Action

This is where the rubber really meets the road—with clever survey email examples in action. These different design examples capture the many different types of emails you can send, as well as the range of ways you can make the humble survey email template playful, captivating, and compelling. So without further ado, let’s check them out. 

Feedback Survey Email

As a part of your lead nurturing email strategy, sometimes you just want to send a basic feedback survey email. This calls for you to roll out all the survey email best practices: a strong subject line, concise text, and an unavoidable call to action. Set expectations by letting your recipient know exactly what you’re asking for, and why, and make sure they feel valued. Extra points if you can get creative.

Which Notion very much does in the email below. They keep things uncomplicated but with a twist: they appeal to the recipient’s do-gooder side. The idea of growing forests with your feedback is a creative incentive—doing so makes the survey taker feel like they’ve accomplished something and, conversely, not doing so does the opposite (not growing forests—what a shame!). So this is a clever way to get that good old-fashioned feedback.

Survey Email With an Incentive

The best tried and true tactic for getting questionnaire responses is by simply offering an incentive. Giving a discount, cash back, or some other perk, means that people are more likely to share their thoughts.

The below email does this right, offering cold hard (virtual) cash as a benefit. They cleverly and simply point this out in the subject line, and make the email brief and to the point. No fluff. Just an incentive, a splash of text, and a CTA to take the survey.

Survey Email With a Giveaway

Incentives don’t just need to come in the form of discounts or cash back, they can be an even bigger and better reward in the form of a giveaway or contest. The potential of a big prize is a substantial incentive for the survey-taker, but likely a relatively small investment for your business. 

This email from Grind does a great job of valuing the recipient’s feedback while simultaneously teasing a much-desired giveaway.

Product Survey Email

You’ve put time and effort into creating a great product—now it’s time to see what your customers think. A product survey email helps you gather that valuable feedback, improve future versions, and it lets customer’s know that you care. But it doesn’t have to stop there—this type of survey is also a great segue into asking for a product review, turning happy customers into brand advocates.

The email below keeps things simple and direct, making it easy for recipients to give a simple star rating. Once clicking the stars to give a rating, customers can be encouraged to leave a more detailed review that can be shared on the website’s product page.

Service Survey Email

Just as with products, customers like to know that their opinion shapes what your business provides. As usual, keeping it simple, as Bird does in the email below, and setting expectations (just two minutes!), means customers will be more likely to provide their feedback.

Product Feature Survey Email

As a customer, it feels good to feel like you’re a part of the process. And as a business owner, it feels good knowing you’re building products and features that your customer really wants. So these survey emails can be especially helpful. Let the customer know that their input really makes a difference, and watch engagement go up.

This survey email example from Withings gets the job done right, letting customers know that their feedback will play a key role in new features.

Hospitality Survey Email

One of the most common arenas for people to provide feedback is in the world of hospitality. Restaurant, hotels, tour guides: people always seem eager to share feedback on these experiences. But rather than overwhelming previous guests with a laundry list of questions in your survey email, keep it simple. 

VRBO does this right by using a personalized subject line, and then asking an ultra direct question with a very simple yes or no. Once the recipient has interacted with a click, VRBO can engage further and ask more questions. But getting that initial response is a massive hurdle to getting more feedback from the customer.

Event Survey Email

Events are all about creating memorable experiences, and a post-event survey email is your key to making future gatherings even better. In addition to the usual best practices, you may wish to send follow-up resources, or perhaps recaps of takeaways from the event. The added value will inspire an email open—and hopefully a response.

The below event survey email touches on all the key points: useful presentation recordings, gratitude for joining the event, and incentive for providing feedback.

Net Promoter Score Survey Email

A Net Promoter Score (NPS) email is a survey email designed to measure customer loyalty and satisfaction. It typically asks recipients how likely they are to recommend your product or service to others on a scale from 0 to 10. The responses help businesses understand customer sentiment and identify opportunities for improvement.

In the below survey email example, Best Day Brewing gets straight to the point asking readers to rate on a scale from 1 to 10 how likely they are to recommend the brand to a friend or colleague. The ultra-simple question can also serve as a good springboard for further inquiry once the email reader (surely) marks their response.

Survey Reminder Email

Sometimes we forget to respond, and a simple survey follow-up email is all it takes for us to open the message and do the thing—in this case, give that wanted feedback. 

Target keeps its survey reminder email simple, letting guests know that their survey follow-up will only take two minutes, and that the guest’s input is valued.

Re-Engagement Survey Email

People love sharing their opinions so much that sometimes a simple survey can be used as a re-engagement email to an inactive subscriber. 

We love how the below survey email example is super playful, starting with its hard-to-ignore subject line, and finishing with a couple cover clever questions to gauge interest. Chances are, after an email like this, most people will engage and want to continue to engage.

Making the Most Out of Your Survey Email Template

Survey emails don’t have to be complicated, but a little thought goes a long way. A clear, engaging message increases the chances of getting thoughtful responses—and more of them. Keep it short and to the point, let people know why their feedback matters, and make it as easy as possible to respond. And don’t forget to express gratitude—a little appreciation can go a long way in building strong relationships with your audience. 

Want to make survey email sending extra easy? Hop over to SiteGround Email Marketing to start creating and sending surveys in no time. Choose from a variety of templates, leverage the built-in AI writer, and take advantage of powerful features that make email creation effortless. 

Frequently Asked Questions About Survey Emails

When Should You Send a Survey Email?

The best time to send a survey email, or even a survey email automation sequence, depends on your goal.

• After a Purchase or Interaction – Send a survey within 24-48 hours to capture fresh feedback.
• Post-Customer Support – Send a follow-up email after a support ticket is resolved to measure satisfaction.
• At Key Customer Milestones – Send periodic surveys (e.g., quarterly or annually) to gauge overall customer experience.
• Before a Renewal or Upgrade – Gather insights on what customers need before they make a decision.

Can I Embed a Survey in My Email?

While most email clients don’t support fully embedded surveys, you can include a survey question with a clickable response option or a call-to-action (CTA) button that directs recipients to a full questionnaire on a landing page. This ensures a seamless user experience and also increases response rates.

Gone are the days of only sending the occasional, one-off email newsletter. Email marketing has become more strategic, more elaborate, and, ultimately, a whole lot more effective. But to truly maximize its benefits—and your time!—you’ll need to get smart about how you implement it. And that’s where one of email marketing’s most important features comes in: email automation.

Whether you’re welcoming new subscribers or nurturing long-term relationships, email automations help you deliver the right message at exactly the right moment. Let’s explore how automated email campaigns can transform your marketing strategy.

What is Email Automation?

Email automation relies on predefined rules to send personalized emails based on subscriber actions. This process is powered by marketing automation software, ensuring timely and relevant communication. Following best practices in automation ensures that these emails are engaging, well-timed, and effective.

Automated email campaigns allow your business to connect in real-time in ways manual outreach just can’t match. For instance, a welcome email can be triggered as soon as a customer submits a form, reaching them at the ideal moment to engage, build trust, and drive action without extra effort. 

Email automation sequences go a step beyond—instead of an action (like signing up for a list) triggering just one email, it instead triggers a timed and pre-planned sequence of emails.

What are the Benefits of Email Automation?

In the world of email marketing, email automation is what separates the kids from the adults. It’s like riding a bike with training wheels versus driving a race car—both could take you from point A to B, but one will do it a lot faster and more efficiently. 

How so? Email automation amplifies the impact of email marketing by ensuring messages reach the right people at the right time, with less effort. That means higher engagement, stronger relationships, and ultimately, more revenue. It’s one of email marketing’s greatest benefits.

Here’s how automation makes email marketing more effective:

Personalize the Customer Journey

Email marketing is most powerful when messages feel relevant and timely—and automation makes this possible at scale. By delivering personalized emails based on subscriber behavior, automated campaigns create a seamless experience that feels natural and engaging. The result? Higher open rates, more clicks, and stronger conversions.

For example, a welcome series can gradually introduce new subscribers to your brand and products. Or, if someone attends your event, they can receive follow-up emails that reference their experience and provide additional insights or resources.

Automations like these make interactions feel tailored, even though they run in the background. By meeting subscribers where they are, they encourage deeper engagement and long-term loyalty, reinforcing the effectiveness of your email marketing strategy.

Nurture and Convert Your Leads Effortlessly

Email marketing is one of the best tools for lead nurturing, and automation takes it to the next level. Instead of sending one-off emails manually, you can guide leads through a structured journey that keeps your brand top of mind and moves them closer to a purchase.

For instance, if someone downloads a resource, they’ve already shown interest. A well-structured follow-up can deliver related content, helpful tips, or exclusive offers, keeping them engaged and naturally leading them toward a purchase.

By automating these touchpoints, you not only make email marketing more efficient, but you also increase the likelihood of converting leads into customers—without the need for constant manual outreach.

Increase Customer Retention

One of the biggest advantages of email marketing is its ability to drive repeat business, and automation makes this even more effective. Retaining existing customers is easier and more cost-effective than constantly pursuing new ones, and automated email sequences keep your brand top of mind long after the first purchase.

For example, when a customer comes on board, you can activate an email customer journey that not only encourages repeat purchases but also deepens brand loyalty. By sharing exclusive content, offering helpful tips, and inviting feedback, automated emails keep customers engaged in a way that manual efforts simply can’t match.

Scale Seamlessly

Email marketing is a high-ROI strategy, but without automation, scaling it can become overwhelming. Every hour spent on repetitive tasks—like scheduling, segmenting, and responding to subscriber actions—is an hour taken away from strategy and growth.

Email automation eliminates this bottleneck, ensuring that your marketing efforts remain just as effective whether you’re reaching 100 people or 100,000. With scheduled sequences, automatic email segmentation, and real-time triggers, your email marketing stays consistent and impactful—without additional workload.

How to Automate Emails Effectively

Email automation is a powerful tool, but to get the best results, you need to be strategic. By choosing the right platform, segmenting your audience, setting up trigger-based sequences, and continuously optimizing your approach, you can create highly effective automated email campaigns that engage subscribers and drive conversions. Let’s examine how to do this.

1. Choose a Tool

The first step in automating your emails is selecting the right email marketing platform: one with automation features that allow you to create sequences, set triggers, and track performance. 

When choosing a tool, consider factors such as ease of use, personalization capabilities, and analytics. A good automation tool should enable you to streamline communication, personalize messages, and scale your email marketing efforts efficiently.

2. Build and Segment Your List

A high-quality email list is the foundation of effective automation; without, you’re just sending messages into the void. Start building your email list via sign-up forms, lead magnets, or opt-in popups. And be sure to segment these sources—depending on the information you’ve gathered, group subscribers based on factors like sign-up source, demographics, purchase history, engagement level, or preferences. We’ll explore some of these examples in practice below.

3. Set Up Triggers

For email automation to work, you need to set up triggers. These can include signing up for a newsletter, downloading a freebie, attending an event, making a purchase, and so on.

Meanwhile, automated emails can be an especially effective best practice when sent as a sequence. This means that once that initial trigger is activated, a sequence of emails is sent at scheduled intervals. For example, if someone participates in one of your webinars, you can add them to a specific email segment, which then triggers a sequence of emails that might include further related resources, and eventually a discount to contract services with your business. 

Defining clear triggers and logical sequences helps ensure your automation runs smoothly and delivers the right message at the right time.

4. Track and Optimize

Once your automated emails are running, continuous monitoring and optimization are what will help you maximize performance. Implementing best practices such as A/B testing subject lines, optimizing content, and refining call-to-action buttons can help identify what resonates most with your audience, and how you can improve.

To do this, track email marketing metrics such as open rates, click-through rates, conversions, and engagement levels. The goal is to refine your sends over time, ensuring that your automated emails remain effective and relevant.

Email Automation Examples

Now that we know how email automation works, let’s explore some key email automation sequences you can use to nurture leads, build relationships, and drive conversions.

1. The Welcome Sequence

First impressions are everything. When someone subscribes to an email newsletter or creates an account, a welcome or confirmation email serves as the first touchpoint between the brand and subscriber—and it also can initiate a sequence of automated emails that build on this.

This series leverages what psychology calls the “primacy effect,” where first impressions heavily influence future interactions. New subscribers are most engaged during the first few days, so this sequence sets the tone and establishes your brand’s value right away.

The above warm welcome serves multiple purposes: the customer confirms their subscription, and the message sets the stage for the spirit of the brand (a deodorant revolution!).

How this impacts your business: According to data from Invesp, welcome emails generate 4x the open rate and 5x the click-through rate compared to other emails. By making a strong first impression, this series builds trust and familiarity, which makes subscribers more likely to open future emails and engage with your brand.

Suggested Structure:

• Email 1 (immediate): A warm welcome.
• Email 2 (1–2 days later): Introduce your brand story, mission, or values, helping subscribers connect with your purpose.
• Email 3 (2–3 days after email 2): Share your value proposition, focusing on how you address subscribers’ key needs.
• Email 4 (3–5 days after email 3): Encourage engagement, such as following on social media or taking advantage of a first-time offer.

2. The Lead Magnet Delivery Sequence

Capture interest and nurture it. Subscribers who sign up for a free resource already show intent. This sequence capitalizes on that interest with timely follow-ups that guide them toward related content and, ultimately, a relevant offer.

In the above example, SiteGround delivers the freebie that the customer signed up for. Meanwhile this could trigger a sequence for future emails based on similar subject matter that is of value to the recipient.

How this impacts your business: HubSpot research shows that follow-up emails have a 30% higher response rate than single emails. When you generate leads by delivering value and reinforcing the topic of the freebie, you build rapport and position those leads to respond more positively to your offer.

Suggested Structure:

• Email 1 (immediate): Deliver the promised freebie with a thank-you message.
• Email 2 (1–2 days later): Check in to see how they’re finding the resource and offer assistance if needed.
• Email 3 (2–3 days after email 2): Share related content, such as articles or guides, that aligns with the freebie topic.
• Email 4 (3–5 days after email 3): Introduce a related paid offer as a natural next step.

3. The Nurture Sequence

Trust is built over time, and nurturing is about consistently providing value. A steady flow of educational content, tips, and success stories keeps your brand top-of-mind, positioning you as an expert. People are more likely to trust and engage with brands they frequently encounter, especially when the content is genuinely helpful.

The above example aims to share trends, insights, and insider knowledge from experts in order to keep leads interested and moving through the sales funnel.

How this impacts your business: Research by Marketo indicates nurtured leads make 47% larger purchases than non-nurtured leads. Lead nurturing emails keep your brand top-of-mind, gradually building credibility and leading to higher conversions.

Suggested Structure:

• Email 1 (1–2 days after welcome sequence): Address a major pain point in your industry with practical advice.
• Email 2 (5–7 days later): Share industry insights, trends, or helpful tips to demonstrate expertise.
• Email 3 (7–10 days after email 2): Present a customer success story or case study, showing real-world results.
• Email 4 (10–14 days after email 3): Introduce a related paid offer as a natural next step.

4. The Customer Feedback Sequence

Gathering feedback helps improve products and services, and automated customer feedback emails make the process effortless. You could initiate this kind of sequence after a purchase, or anytime should you wish to capture your audience’s input. 

Keeping these emails short and offering an incentive, like a discount on a future purchase, can increase response rates. Positive feedback can also be leveraged for testimonials, while negative feedback provides insights for improvement. For your customers, this proactive approach demonstrates that the business values their opinions.

In the above example, Bird gets straight to the point, making it clear that customers will help them shape and improve their business, and that the survey won’t take long.

Suggested Structure:

• Email 1 (immediate): Express appreciation for being part of your community and invite them to share their thoughts. Consider offering a small incentive (like a discount, early access to a product) to increase participation.
• Email 2 (7–10 days after email 1): Share key takeaways from past customer feedback and highlight how their input can help shape your business. This reassures subscribers that their voices matter.
• Email 3 (10–14 days after email 2): Invite them to leave a public review on your preferred platform. Provide a direct link to make it easy.

How this impacts your business: Customer feedback isn’t just about collecting reviews—it’s about helping your business improve and grow. Responses from your audience can aid in your ability to refine your products, enhance customer service, and adjust marketing strategies to better meet client needs. And when it comes to customer reviews, according to BrightLocal, 98% of consumers read those online reviews, making public testimonials an invaluable trust signal. 

5. The Client Loyalty Sequence

Maximize the lifetime value of existing customers. Retention is the real profit engine, with a 5% increase in retention translating to 25%–95% more profits (Bain & Company). This sequence is about keeping clients engaged and valued, encouraging repeat purchases and referrals.

The above email shows gratitude for customers by offering a free product. This builds brand loyalty, and hopefully continued sales.

How this impacts your business: Loyalty sequences make customers feel like insiders, deepening brand attachment and increasing their likelihood to return. Retained customers drive higher profits and can become powerful advocates.

Suggested Structure:

• Email 1 (1–2 days post-purchase): Express gratitude with a thank-you message and offer a small, time-sensitive discount or perk for their next purchase to encourage return business.
• Email 2 (5–7 days after email 1): Share practical tips or resources to help them get the most out of their product. Include links to guides, FAQs, or videos for a smooth and rewarding experience.
• Email 3 (2–3 weeks after email 2): Feature a customer story or highlight how others enjoy the product. Invite them to share their own experience, leave a review, or engage on social media.
• Email 4 (1 month after email 3): Request feedback to show their opinion matters. Offer a small incentive like loyalty points or a future discount to thank them for their time.
• Email 5 (2–3 months after email 4): Remind them of the loyalty perks they have access to, reinforcing the ongoing value and encouraging future engagement.

Next Steps for Email Campaign Automation Success

Email automation isn’t just about convenience—it’s a strategic and effective way to build relationships, keep your audience engaged, and drive results without all that constant manual effort. When you set up the right triggers and sequences, you can connect with subscribers at critical moments, delivering value while saving time. By following email automation best practices, and choosing a robust email marketing tool, your emails will work behind the scenes, keeping your marketing running smoothly and your business growing.

Ready to start? With SiteGround Email Marketing, setting up impactful email automations is easy and effective. Build your customer journeys with a platform designed to help your business grow—effortlessly, around the clock.

This article was originally published in November 2024 and updated in March 2025.

Are your email marketing campaigns falling short in engagement? If your emails are being opened but the click-through rate is low, you might be wondering whether it’s the copy or the design of the email that is turning readers away. Since you’ve successfully gotten them hit “open,” there’s still hope—you might just need an email design tune-up.

In this article, we’ll help you understand the importance of good email design and how you can achieve it with the help of effective layouts and email design ideas that have gained popularity recently—all to create beautiful emails that keep your readers glued from start to finish.

Why Do Your Emails Need Great Design to Stand Out?

Think about it this way: when you open an email, what grabs your attention first? For most people—and even your email subscribers—it’s not long paragraphs of text. With information coming at them from all directions, it’s unrealistic to expect them to read every word of your email, no matter how connected they are to your brand.

Your recipients are more likely to skim rather than read in detail to quickly assess if the content is worth their time. So, how can you effectively convey your message? This is where great email marketing design comes in handy.

By using visual cues to direct the reader’s attention, you can highlight the essential elements your audience needs to understand for your email marketing campaigns to be successful.

Email Layout vs. Email Template: Understanding Their Roles in Email Design

To clear up any confusion from the start, and save you from wondering what comes first, here’s a simple breakdown of each term:

So, how does creative email design fit into the mix with these terms?

While the email layout ensures a balanced and organized presentation for your email’s appearance, an effective email design builds upon this by styling elements within this framework—from color palettes and fonts to all kinds of visual elements—to create an email that’s both engaging and visually appealing. 

The result of this combination is the email template—a ready-to-use framework that simplifies the email creation process. It ensures consistency, saves time, and allows for customization to align with your branding and the goals of your message.

Most email marketing platforms offer predefined templates to help you create beautiful emails at one time. SiteGround Email Marketing is one of them—offering a range of professional email templates that can be easily customized using a no-code builder and built-in AI assistant. 

Common Types of Layouts for Effective Email Design Ideas

The design of your email should align with its purpose. While some emails might be all about the words, others come alive with images, graphics, and videos. It’s all about arranging these elements in a way that guides your reader’s eyes smoothly through the content, whether it’s a structured hierarchy or a natural reading flow.

We’ll be exploring some common types of email structures, accompanied by template examples to discover how each design comes to life.

1. All-Text Email Layout

As the name suggests, all-text emails do not include any images or graphic elements; it’s just plain text. Because of that, emails with such structure are often used for password resets, order confirmations, and for almost any kind of transactional email. 

But don’t think that’s all they’re good for—they’re also great for welcome emails or any message you want to feel more personal. Without logos or images, they can come across as if they were sent by an actual person.

And while you might think that with your concise and simple copy, success is guaranteed, there are a few rules to follow to make your message pop, such as:

• Use well-formatted text with short sentences and short paragraphs.
• Include headings and subheadings to break up text, where appropriate.
• Bold important phrases to catch and keep the customers’ attention.

2. One-Column Email Layout

When we say one-column layout, we’re referring to an email where everything is arranged in a simple, straight line—just like a column. This format allows you to include as many sections as needed, with each section typically featuring a single image or block of text.

The simplicity of this design is its greatest strength, as it offers a clean and straightforward presentation that keeps the reader engaged with the main message without any distractions. That’s why single-column layouts are effective for welcome emails, sales promotion emails, and re-engagement emails. They also work well on mobile devices because they easily adapt to smaller screens, offering a user-friendly reading experience.

3. Two-Column Email Layout

A two-column layout organizes your essential elements—content and images—into two distinct sections, providing clear separation within your content.

This format is ideal for covering multiple topics at once, such as introducing your brand while guiding readers to the landing page of your services. It’s also well-suited for information-heavy content like newsletters, especially those featuring blog posts where you need to present various pieces of information in an organized manner.

Plus, this format works wonders when incorporating multiple calls to action, as it enables you to strategically position them throughout your body copy without overwhelming the reader.

4. Hybrid-Column Layout

A hybrid-column or multi-column layout starts with a wide, single-column header that can be used to provide context for the topic of your email or, if it’s a promotional email, to highlight your main offer. Following the header, the layout transitions into multiple blocks arranged in a two-column format, where you can place your calls to action and additional information.

The main advantage of this format is its ability to convey a large amount of information in a streamlined design, keeping your email both tidy and visually engaging.

Just keep in mind that while some email platforms offer mobile-friendly templates, emails with more than one column might present challenges in optimization. Therefore, always preview your email to ensure it looks great on all screen sizes.

Now that you’re familiar with the columns, let’s move on to discovering how different visual patterns can elevate your email designs.

5. Inverted Pyramid Pattern 

The inverted pyramid layout follows how readers naturally skim through text. It starts with an appealing visual or catchy copy that captures attention, then gradually narrows the reader’s focus toward the main goal of your email—the call to action. This progression is particularly effective for promotional emails, where the primary objective is to drive conversions.

In this layout, every element of the email is designed to support the call to action and eliminate distractions, ensuring that readers have a clear and direct path to engage with your offer.

6. Zig-Zag Pattern 

This pattern is perfect for emails that are packed with information but still need to be visually appealing, as it leverages the natural way our eyes move when we read—from left to right—creating a “Z” pattern. That’s where its name comes from.

When creating emails following the zig-zag pattern, it’s a good idea to place the most important information on the top horizontal line, as this is what readers notice first. From there, guide the reader’s eye along a diagonal line that leads to engaging copy and a call to action, and do the same for the opposite side. Additionally, if you want to improve readability and maintain a clean email design, utilize the white spaces. 

The zig-zag pattern is perfect for emails that contain weekly updates, product launches, or tips—any scenario where you need to highlight key elements while presenting more details.

7. F-Pattern

This pattern uses the following visual hierarchy: the most important information is at the top, followed by less important information on the left sides below, including the call to action at the bottom.

This layout also follows a natural reading pattern, as users tend to read one section at a time, left to right, with CTAs at the bottom of each section, where the reader’s eyes are drawn to. As the content continues, the text on the right becomes shorter, gradually leading to the CTA button. 

The F-pattern layout works well for information-heavy emails that need to be easy to read and mobile-friendly. 

6 Effective Design Ideas (With Email Design Examples)

Now that you’ve got the knack for structuring emails that grab attention, it’s time to shift our focus to elevating your email design to maintain that attention.

Whether you’re eager to revamp your style or explore bold new ideas, below are some great email design ideas to get your creativity going.

1. Gamifying Elements 

Imagine incorporating game-like elements into your emails to increase reader engagement. For instance, you could create a series of emails where subscribers complete fun challenges or quizzes to earn points. As they accumulate points, they can unlock new content or receive special rewards. You might also introduce a leaderboard to foster friendly competition among subscribers.

Additionally, developing storylines that unfold over multiple emails can further hook subscribers, enticing them to see how the narrative evolves and encouraging them to come back for more.

Gamifying your emails leads to increased time spent reading and even higher click-through rates. This email design is especially effective in re-engagement emails, where rekindling the connection with your readers is the main goal.

Here’s a great email design example from the language learning app Duolingo. They send out gamified emails with mini-quizzes and progress reports to keep users engaged and to encourage regular app use.

This email from Travelodge taps into the festive spirit by offering a free trip to the lucky winners. By incorporating a challenge-based entry, it encourages active participation, transforming a simple email into an exciting adventure.

2. Dynamic Content With High-Quality Images

Your readers have diverse preferences, so instead of creating emails that try to use one-size-fits-all content, focus on more personalized messages that resonate with your subscribers. 

Dynamic content allows a single email to automatically adapt and personalize itself based on who receives the message. You can either set up specific content blocks and choose which subscriber groups or segments to show the content to, or customize content based on individual subscriber information, such as using their name or other details from their user profile.

Pair it with eye-catching images, and your subscribers will be hooked.

Here’s an email design example from Spotify: the content in their newsletter changes based on each subscriber’s listening preferences. This way, recipients are more likely to explore the recommendations in the app, whether it’s ’90s hits or another music era tailored to their tastes.

Netflix adds a splash of personalization to their emails with customized elements, nudging subscribers to dive back into their latest series right where they left off. Plus, they sprinkle in recommendations for new shows adapted to each viewer’s unique tastes, based on their viewing history.

3. Cinemagraphs

The next email design idea might be something you’ve spotted before, but didn’t know by name—cinemagraphs, more recognized as animated GIFs. These delightful animations within still photographs feature a portion of the image that moves in a seamless, endless loop. This masterful blend of motion and static elements breathes life into the photo, creating this wow factor for your reader.

Usually lasting 3-10 seconds, cinemagraphs pique visual interest and lend a sleek look to your emails. Remember, while these charming loops are visually captivating, they should remain subtle to avoid distracting from your main message. 

Do you sense the aroma from the freshly brewed pot? Detour Coffee Roasters makes sure you do, leaving a memorable mark on new subscribers. By adding a cinemagraph to the coffee cup, they not only spotlight their product but also sprinkle a touch of elegance to their welcome emails.

This promotional email from Korres is another great email design example. With a splash of motion in their product images, the email transforms into an eye-catching showcase, letting readers almost feel the products’ presence.

4. 3D Graphics

By adding 3D animations or illustrations, you can create a rich, immersive visual environment that draws the reader in and holds their attention. These elements can be particularly effective in showcasing products or highlighting key features in a way that feels more tangible and engaging.

Additionally, parallax scrolling effects—where background and foreground elements move at different speeds—can create a layered, dynamic design that adds depth and motion to your emails. 

The next email design from Envato can only be described as a masterpiece. The brand skillfully showcases their 2D and 3D services, using the email as a dynamic canvas to demonstrate the full potential of their platform.

5. Hand-Drawn Illustrations

Incorporating hand-drawn elements into your email designs can infuse them with a sense of personality and authenticity, creating a more intimate connection with your audience. This approach subtly conveys that there are real, creative individuals behind your brand, which can help build trust and foster stronger relationships with your subscribers.

Whether it’s a sketched icon, a handwritten font, or a doodled border, these artistic touches can add a unique flair to your marketing emails, distinguishing them from more generic, mass-produced designs. 

You can draw inspiration from this effective email design by Rifle Paper:

Similarly, adding organic, imperfect shapes can greatly enhance the aesthetics of your email designs. Unlike the rigid, geometric shapes often found in digital design, organic shapes are free-flowing and less structured. This can evoke feelings of creativity, spontaneity, and warmth, offering a refreshing contrast that adds a unique and inviting touch to your message—just like this welcome email. 

6. Dark Mode Compatibility 

Now that you’ve gathered some email design inspiration, it’s time to consider how these designs will fare in dark mode. This is an essential step if you want to keep your email campaigns looking sharp and engaging despite your reader’s preferences for dark or light mode.  

While you can’t completely control how emails are displayed in dark mode—since that’s often up to the user’s device or email provider—you can design your emails to be more adaptable. 

Here are some handy pointers to keep in mind when making your emails dark mode-ready:

• Use transparent PNGs: Ensure images blend well by using transparent PNGs or removing backgrounds that may not integrate smoothly.
• Add padding to non-transparent Images: If images have backgrounds, add sufficient padding around focal points to prevent awkward contrasts.
• Enhance brand logo: For black logos, consider adding an outline to prevent them from disappearing on dark backgrounds.
• Opt for subtle accent colors: Select less saturated accent colors that look good on dark backgrounds.
• Rethink icon colors: Аvoid black icons on white backgrounds, as they may vanish in dark mode. Use a poppy color with white icons for better visibility.

The Art of Creating Your Own Email Design 

Great email design is an essential part of any successful marketing strategy. By understanding the different types of layouts and incorporating creative design elements, you can create emails that resonate with your target audience and achieve your business goals. 

Whether you’re looking to generate leads, increase brand awareness, or drive sales, a well-designed email can make all the difference. Additionally, don’t forget to continuously evolve your design strategies, keeping them fresh and relevant to maintain your audience’s attention and create memorable interactions.

With these insights and examples, you’re well-equipped to design emails that not only stand out but also deliver results.

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This article was originally published in June 2024 and updated in March 2025.

Picture a different kind of sales experience: one in which you walk into a store, and instead of a pushy salesperson trying to close a deal immediately, you’re greeted with helpful tips, personalized recommendations, and just the right amount of attention. You feel seen. And that’s exactly what lead nurturing emails do—minus the awkward small talk.

Lead nurturing emails help businesses build relationships with potential customers over time, offering the right kind of value at every step of their journey. Whether someone just discovered your brand or is on the verge of making a purchase, the right email at the right moment can make all the difference. 

This may sound easier said than done, so today we’ll walk you through everything you need to know to make it happen.

What Is a Lead Nurturing Email?

A lead nurturing email is a strategic message sent to potential customers to guide them through the buying process. Rather than pushing an immediate sale, these emails educate, engage, and build trust, ensuring leads stay interested and move closer to conversion.

Think of it like dating: You wouldn’t propose on the first date (hopefully). Instead, you build a connection, earn trust, and show why you’re the right match. Lead nurturing emails work the same way by offering valuable content, addressing pain points, and keeping your brand top of mind.

How to Write Lead Nurturing Emails

Lead nurturing emails form an important part of email marketing. They follow the email customer journey, ensuring that leads (that is, potential customers) receive the right information at the right time. So prior to creating high-impact lead nurturing emails, you need to understand how leads progress through your sales funnel and how each email fits into each stage. 

Let’s explore how to do email lead nurturing, step by step.

1. Map Out Your Sales Funnel

Before drafting a single word, map out your sales funnel and its email touch points—you’ll want to slot in one (or several!) emails at every stage. Indeed each stage requires a different approach—and a different message!

Consider these common email stages and examples based on the customer journey:

• Awareness stage – Educate leads on their problem and introduce your brand. (Example: Welcome emails)
• Consideration stage – Help them evaluate solutions and see why your product is the best fit. (Example: Product tutorials, case studies, comparison guides)
• Decision stage – Nudge them toward a purchase with incentives or social proof. (Example: Discount offers, testimonials, abandoned cart reminders)
• Retention and loyalty – Keep customers engaged and encourage repeat business. (Example: VIP offers, new product announcements, surveys)

Think about your customers and the journey they take from awareness to purchase and beyond, and then which lead nurturing emails you can send to them to nurture their interest and move them through each step. 

2. Segment Your Email List Thoughtfully

Assuming you’ve generated leads and built your email list, then the next important part of sending lead nurturing emails is to segment your list. This ensures each lead receives relevant content based on their interests, behavior, and position in the funnel—and it’s an essential part of keeping people moving through the funnel.

 Let’s examine how you might organize your leads, and how this might work in practice:

• Acquisition source: Website sign-ups, webinar registrations, free resource downloads, landing pages, etc.
  • Example: If a lead downloaded an eBook on SEO, send a follow-up email with an SEO case study rather than a generic company introduction.
• Behavioral data: Browsing history, email engagement, past purchases.
  • Example: If a lead frequently visits a product page but hasn’t purchased, send an email with customer testimonials or a limited-time discount.
• Demographics: Industry, job title, company size.
  • Example: A small business owner might receive content about budget-friendly solutions, while an enterprise lead gets insights on scalability and integrations.

3. Create a Lead Nurturing Sequence

You’ve got a lead nurturing journey, and segments to target, and now you need to put it into action. One of the best ways to accomplish this is by implementing an email sequence. 

This basically entails sending a planned series of emails (discussed in step one) based on the recipient’s behavior, engagement, or stage in the customer journey (which we discussed in step 2). Each email is designed to provide value, build trust, and guide potential customers toward a decision, whether it’s making a purchase, signing up for a service, or taking another key action.

Manually managing a lead nurturing sequence is impractical, especially as your list grows. The good news is that many tools allow you to set up email automations. This ensures consistency, saves time, and allows you to scale your efforts effectively.

4. Personalize Your Emails for Maximum Impact

Segmentation lays the groundwork, but personalization makes your emails truly engaging. It’s more than just adding a first name—it’s about making each message feel relevant to the individual.

Ways to personalize your emails:

• Reference past interactions: Mention a resource they downloaded, a product they viewed, or an event they attended.
• Use dynamic content: Customize email content based on location, preferences, or purchase history.
• Tailor subject lines and CTAs: Adjust messaging based on where the lead is in their journey.

The more your emails feel like they were written for an individual rather than a mass audience, the more likely they are to resonate and drive action.

5. Track Performance and Optimize

Once your emails are live, monitor key email marketing metrics to see what’s working and what needs improvement. Important metrics include:

• Open rates – Are your subject lines engaging? Consider implementing email subject line best practices to improve their performance.
• Click-through rates (CTR) – Is your content relevant and compelling? Make your calls to action aren’t strong enough? Tweak for future emails and track the results.
• Conversion rates – Are leads taking the desired action? Maybe people are clicking through from your email, but sales don’t reflect that. Make sure your emails, calls to action, and desired conversion all align, and that the process is smooth and intuitive.
• Unsubscribe rates – Are you sending too many emails or missing the mark? If you notice more people drop off after a certain email, you might want to consider the cause behind that. Or if you notice a gradual decline, think about changing up your email frequency to see if that makes a difference. 

When in doubt, A/B test. That is, if you just can’t figure out the cause for a certain metric’s behavior (whether it’s increasing, decreasing or staying the same), then experiment with different subject lines, content formats, and CTAs to see how performance changes. Just remember this email marketing best practice: test one thing at a time so that you know exactly what is working and what isn’t. 

Types of Lead Nurturing Emails and Great Examples

Now that we’ve covered how lead nurturing emails work, let’s examine some of the different  types of emails you might send during this process. Some introduce your brand, others provide helpful resources, and a few give that final nudge to convert, among other objectives. Here’s a breakdown of the essential types of lead nurturing emails and how they keep potential customers engaged:

1. Welcome Emails – Make a Great First Impression

A welcome email is your chance to introduce your brand and set expectations. It should reinforce why the lead signed up, provide helpful information, and encourage engagement. This is a great opportunity to share your brand’s mission, direct them to key resources (such as blog posts or product pages), and invite them to follow you on social media. A well-crafted welcome email helps establish a positive relationship from the start.

The above lead nurturing email example warmly welcomes recipients as their “journey begins” and adds the bonus of 15% off, which is always a nice incentive for new subscribers to convert straight away.

2. Discount Offer Emails – A Gentle Push Toward Conversion

Sometimes, a little incentive is all it takes to turn a hesitant lead into a paying customer. A discount offer email provides potential buyers with a time-sensitive promotion, making it more tempting to take action. These email campaigns work especially well for first-time buyers, seasonal promotions, or re-engaging inactive leads. To maximize effectiveness, highlight the savings clearly and create a sense of urgency. You may even wish to include this offer in your welcome email in order to encourage the purchase right away.

This lead nurturing email campaign example from Crate&Barrel incorporates a couple top email marketing tips: the conversion-driving discount, as well as the classic “sense of urgency.” Throw in the fact that the discount is for furniture faves, and there’s a good chance the recipient will be more likely to move along to the next step in the lead nurturing process.

3. Product Tutorial Emails – Show, Don’t Just Tell

If a lead has shown interest in your product but hasn’t purchased it yet, a product tutorial email can help them see the value firsthand. These emails provide step-by-step guides, feature breakdowns, or video demonstrations to showcase how the product works and why it’s beneficial. For service-based businesses, these emails might include FAQs, onboarding instructions, or use case examples to help potential customers feel more confident in their decision. 

On the other hand, for those who have already made a purchase, a product tutorial email helps them maximize the value of their new item—increasing both satisfaction and the likelihood of repeat business. It also keeps them engaged with the brand, strengthening the relationship and driving long-term loyalty and conversions.

The below coffee-making tutorial email is a great lead nurturing email example of helping the customer better learn how to use and enjoy the product more, and hopefully continue to buy more as well.

4. Personalized Recommendation Emails – The Right Fit at the Right Time

Based on a lead’s behavior—such as past interactions, browsing history, or perhaps quiz results—personalized recommendation emails suggest relevant products, services, or content. These emails create a more custom experience, making the recipient feel understood while increasing the chances of conversion. The more relevant the recommendation, the more likely the lead is to engage. We’ll discuss how to make this happen shortly.

In the following lead nurturing email example, Audible tackles personalization from a few different angles: they address the lead by name, they add in the shiny new credit, and then follow with a personal book recommendation.

5. New Product Announcement Emails – Keep Leads in the Loop

When you launch a new product or feature, announcing it through email is a great way to generate excitement and momentum. These email campaigns can highlight key benefits, share exclusive first looks, or invite leads to pre-order or join a waitlist. Even if a lead isn’t ready to buy, keeping them informed strengthens brand awareness and ensures they think of your company when the time is right.

The below email newsletter example teases the launch of a new Starbucks line of drinks. The colorful image evokes summer and delivers on the idea of something refreshing—and it hopefully inspires the recipient to stop by a shop for an icy drink.

6. B2B Lead Nurturing Emails – Build Trust and Drive Conversions

B2B lead nurturing emails share similarities with other marketing emails we’re discussing here but have a key difference: they involve a longer sales cycle due to the nature of selling to companies rather than individual buyers. With multiple decision-makers involved, these emails need to nurture relationships and provide valuable insights, case studies, and industry expertise to guide potential clients toward informed decisions.

Unlike consumer-focused emails that often highlight limited-time offers or impulse-driven purchases, B2B nurturing emails take a strategic, trust-building approach. This makes them especially effective for SaaS companies, professional services, and high-ticket B2B sales where buyers need ongoing engagement before committing.

The email below is a prime example of B2B lead nurturing best practices. It delivers valuable, industry-specific insights that establish Zendesk as a trusted authority in the customer experience (CX) space. By featuring interviews with CX leaders and sharing unique perspectives, Zendesk strengthens its credibility, builds trust with subscribers, and strategically guides leads further down the nurturing path.

7. Exclusive & VIP Access Emails – Make Them Feel Special

People love feeling like insiders, and exclusive access emails tap into that desire. These emails invite leads to be the first to try a product, join a beta test, or get early access to a sale. By offering something not available to the general public, you create a sense of exclusivity and urgency that encourages engagement. This strategy works particularly well for luxury brands, loyalty programs, and membership-based businesses.

This lead nurturing email campaign from Organics Ocean is a good example of offering early access with exclusive savings. Insider perks abound, making it hard to resist in the lead up to Black Friday.

8. Survey Emails – Engage and Learn from Your Leads

Asking for feedback not only helps you improve your offerings but also shows leads that their opinions matter. A survey email encourages potential customers to share their thoughts, preferences, or experiences. Whether you’re seeking input on new product ideas, customer pain points, or overall brand experience, these emails create a two-way conversation that fosters engagement and brand loyalty.

We like how the below lead nurturing email example has a playful and friendly tone by saying “it’s your turn to do the talking,” but it also throws in an incentive: a free machine. Customers feel heard and rewarded, which are a couple of the best ways to nurture leads on their path to conversion.

9. Abandoned Cart Emails – The Gentle Reminder

Leads often get distracted or hesitate before making a purchase. Abandoned cart emails serve as a friendly reminder, encouraging them to complete their transaction. These emails can include a recap of the items left behind, highlight product benefits, and even offer an incentive (like free shipping or a small discount) to motivate action.

The below email example entices the potential buyer to come back and complete the purchase by offering 15% off. So if the recipient was on the fence, this extra discount might help seal the deal.

10. Win-Back Emails – Reignite Their Interest

Not every lead converts right away, and some may disengage over time. Win-back emails—or re-engagement emails, as they are often called—are designed to re-engage cold leads and remind them why they were interested in your brand in the first place. These emails can highlight recent updates, offer an exclusive deal, or simply check in with a friendly message. By making an effort to reconnect, you increase the chances of bringing inactive leads back into the sales funnel.

Below, Venmo’s lead nurturing email taps into user FOMO in hopes that they’ll want to update their app and see what’s new. With a scannable QR code, this is a great example of how to make moving to the next step extra easy.

The Future of Your Email Marketing Lead Nurturing

Lead nurturing is an ongoing process, not a one-time strategy. As technology advances, automation and AI will make it easier to personalize emails and predict customer behavior. But no matter how sophisticated your tools become, the key remains the same: send relevant, timely, and valuable emails that guide leads toward a decision.

Refine your approach, track what works, and keep your audience at the center of your strategy. The more intentional you are, the more effective your email marketing will be.