When advertising platforms restrict what you can promote, the channels you own become more valuable. Email is the most important of them. It’s direct, measurable and not subject to an algorithm deciding who sees your message.
Choose the platform carefully
Email service providers have acceptable-use policies, and some restrict certain industries. Review the policy of any provider against your business model before building your program around it. Moving platforms later is possible, but disruptive.
Get deliverability right first
None of your emails matter if they don’t reach the inbox.
- Authenticate your sending domain with SPF, DKIM and DMARC
- Send from a domain you control, with a consistent sender name
- Only email people who opted in, and make unsubscribing easy
- Remove persistently unengaged contacts
- Avoid spam-like subject lines and claim-heavy copy
Build the core flows
Automated flows do most of the work in a well-run email program. Start with these four.
Welcome
Introduce your business, explain what subscribers can expect, and point to useful resources such as documentation and guides.
Post-purchase
Confirm the order, set expectations on shipping, and share handling and documentation information.
Reorder reminders
For customers who buy regularly, a well-timed reminder is helpful rather than pushy.
Win-back
Re-engage customers who haven’t ordered in a while, and clean your list if they don’t respond.
Segment by behavior
Sending every message to everyone lowers engagement. Segment by purchase history, product interest and customer type, such as individual researchers versus institutional buyers.
Plan useful campaigns
Campaigns work best when they offer something of value: new documentation, product updates, educational content or company news. Keep claims out of copy and have sensitive messaging reviewed by your advisors.
The best-performing emails are usually the most useful ones, not the loudest.
Measure what matters
Open rates are increasingly unreliable. Focus on clicks, conversions, revenue per recipient, unsubscribe and complaint rates, and the share of revenue coming from automated flows.
Consent and privacy
Capture consent clearly, record it, and honor preferences. Requirements vary by region, so confirm your approach with a qualified advisor and keep your privacy policy aligned with what you actually do.
