Email Marketing Best Practices: Insights from Leading Brands
Email marketing remains one of the most powerful tools for customer engagement, retention, and driving sales. Top brands such as Holland Cooper , Skims , Kylie Cosmetics , Groupon , and Lookfantastic leverage email campaigns smartly by following key best practices that combine creativity with technical know-how. Here are five essential best practices to consider: 1. Personalisation and Segmentation Why it matters: Customers expect relevant, tailored content. Personalisation can dramatically increase open rates, click-throughs, and conversions. How top brands do it: Holland Cooper: Sends personalised emails based on customer location and purchase history. For example, customers in colder climates receive promotions on knitwear during autumn. They also send birthday discounts to loyal customers. Skims: Segments by style preference and size, recommending products in personalised fit guides or restocking alerts for favorite items...