Strategies to surprise and engage email audiences

You know how James Bond's watch can turn into a camera, a buzzsaw, or a rapel line? That's your email preheader... It's small and unassuming, but can be incredibly effective when used the right way. It's a secret weapon hiding in plain sight. Never heard of a preheader before? You're not alone. It's the preview text that appears right next to the subject line when an email lands in your inbox. Most ESPs treat preheaders like an afterthought, simply pulling the first few words from the body of your email. But they get a TON of attention due to their placement in the inbox, and getting them dialed in can dramatically improve your open rates and conversions. Here's how to create customized preheaders that get better results: 1. Keep it concise – Aim for 55 characters or less to ensure it displays properly on mobile devices. 2. Support the subject line –Your preheader should complement and expand on your subject line, not repeat it. Use it to provide additional context or create open loops. 3. Build curiosity – Ask a provocative question, tease an exciting offer, or hint at valuable information inside the email. Give people a compelling reason to click. 4. Personalize when appropriate – Occasionally use the recipient's name or reference their specific interests/behaviors to grab attention. Just don't overdo it. Most marketers know that the postscript (aka the p.s.) is prime real estate for CTAs. But not many take advantage of the preheader, which gets just as much attention. With a bit of creativity, you can craft preheaders that complement your subject lines and amplify your engagement. So, here are two things you should do today... 1. Add "optimize preheader" to your checklist for every new marketing email 2. Test at least one of these preheader frameworks before the end of the month Ask an intriguing question: "Want to know the #1 factor holding back your email performance?" Tease exclusive content: "Inside: Our step-by-step blueprint for 10x-ing your open rates" Create urgency: "Limited time: Get 50% off our most popular course (ends tonight)" When you do, keep an eye on those open rates. I bet they're significantly higher than your 6-month average.

7 Storytelling Secrets to Make Your Email List Fall in Love with You Most email lists are emotionally dead.
 They inform. They remind.
 But they don’t move anyone. Want to stand out?
 Use story—not to entertain, but to emotionally bond with your readers. Here are 7 storytelling secrets that can turn your emails into a must-read experience: 1. Start with a Tension Point
→ Open with a moment of discomfort, curiosity, or contradiction.
Example: “I almost deleted the email that changed everything.” 2. Use ‘Picture Words’
→ Don’t say “marketing strategy.” Say “a napkin sketch from a crowded diner booth.”
 (People don’t buy ideas—they buy imagery.) 3. Ground It in One Moment
→ Zoom in. Tell us about the look on their face, the pause in the conversation, the rain hitting your windshield.
 One vivid moment is more powerful than five paragraphs of backstory. 4. Reveal the Internal Struggle
→ What did you feel that you didn’t want to admit?
 Example: “Part of me hoped they wouldn’t say yes I didn’t feel ready.” 5. Let the Reader Finish the Sentence
→ Use implication. Instead of “And that’s when I knew I’d succeed,” say:
“And that’s when I realized I couldn’t go back.” 6. Give Them a Mirror
→ Frame your takeaway around them. End with a prompt, not a pitch.
Example: “What’s one belief about yourself you’re ready to outgrow?” 7. Keep It Under 3 Minutes
→ If it takes longer than a coffee break to read, it won’t get read.
Use clear language, natural rhythm, and short, human sentences. Want to write stories your audience feels?
 This is exactly why I created the Microstory Journey a 5-day experience using my 3-Minute Story Blueprint to turn lurkers into loyal buyers. 👇 What’s one secret you’d add? ♻️ Share if this shifted your marketing mindset 🔔 Follow Mike Hays for more strategic growth insights #copywriting #emailmarketing #storytelling #contentmarketing #microstory

AI-Driven Email Strategies to Level Up Your Outreach 1. Micro-Segmentation for Ultra-Targeted Outreach Use AI to create hyper-specific audience segments based on detailed behaviors. → Tailor campaigns for groups like "early adopters" or "repeat referrers." → Send timely messages based on actions like multiple clicks on a pricing page. 2. Real-Time Audience Mood Detection AI analyzes sentiment, allowing you to adjust tone and timing based on audience mood. → Adjust email tone—enthusiastic for engaged users, reassuring for hesitant ones. → Optimize send times based on emotional data. 3. Proactive Customer Retention Strategies AI predicts churn and triggers personalized win-back emails for at-risk customers. → Set up automated campaigns to re-engage disengaged users. → Create retention paths based on individual user behavior. 4. Enhanced Accessibility for Inclusive Marketing AI ensures email content is accessible, catering to visually impaired readers. → Auto-generate alt text and optimize emails for screen readers. 5. Intent Prediction for Pre-Sales Nurturing AI predicts user intent, delivering nurturing content at the right time. → Tailor content—case studies for researchers, trials for near-conversions. → Map engagement history to predict future content needs. 6. Zero-Party Data Collection through AI-Enhanced Surveys AI-powered surveys help collect valuable zero-party data, improving personalization. → Customize survey prompts based on user behavior. → Ask context-relevant questions to encourage thoughtful responses. 7. Automated Compliance Management AI ensures your campaigns stay compliant with GDPR, CAN-SPAM, and other regulations. → Track consent preferences and manage opt-outs automatically. → Get alerts for potential compliance issues. 8. Real-Time Personalization within Email Content AI enables live content updates within emails, making them more relevant. → Update product recommendations based on user actions. → Use weather or location-based triggers to make emails timely. 9. Hyper-Responsive Customer Feedback Integration AI integrates real-time feedback into your outreach strategy. → Adjust campaigns instantly based on recipient responses. → Retarget users based on their feedback to address needs directly. 10. AI-Driven Journey Builder for Hyper-Personalized Sequences Use AI to craft adaptive email journeys that respond to user actions. → Personalize paths based on prior interactions. → Re-engage users who drop off with targeted follow-ups. Want to supercharge your email outreach? AI makes it possible! #AI #EmailMarketing #SalesAutomation #Personalization #CustomerEngagement

People don’t want another blast email—they want to feel like you’re talking to them. Marketo’s personalization tools help make each interaction unique, genuine, and relevant. Tools within Marketo to Personalize Your Outreach: 1. Dynamic Content Blocks: Dynamic content lets you tailor emails with the right message, image, or offer for each group. It’s especially useful for customizing specific sections within a single email while keeping the rest consistent. 2. Tokens for Personalization: A little personal touch, like a name or company mention, goes a long way. Tokens can be added across all folders by setting them at the top level or customized at the program level for maximum flexibility. 3. Behavioral Triggers: Timing is everything. Set up triggers based on actions like page visits or clicks to ensure you’re reaching out when your audience is most engaged. 4. Lead Scoring: Lead scoring helps you prioritize and deliver the right content at the right time, tailored to each lead’s journey. You may also want to bring in data from your ABM tool for this. What You Can Personalize: 1. Name: Start with the basics—everyone loves seeing their own name. 2. Geolocation: Context matters. Personalize based on region or city to show you understand their specific needs or local interests. 3. Persona: Tailor messages to different buyer personas, ensuring each one feels like it’s made just for them (because a CFO and a VP of Sales aren't interested in the same thing). 4. Images and Visuals: Swap out images based on location, industry, or interest to make your content feel relevant to each recipient. 5. Content Recommendations: Use browsing history or past interactions to recommend the next best asset. 6. Product or Service Interests: Send personalized messaging around the particular products or services each lead has shown interest in, making it feel like you’re offering a solution just for them. 7. Engagement Stage: Adapt your content based on where they are in the buyer’s journey, from awareness to decision-making. This ensures each message aligns with their current needs and level of interest. Again, your ABM tool might be helpful here. 8. Company Name and Industry: Recognize the lead’s company or industry to show that you understand their business context and challenges, especially useful for B2B audiences. 9. Past Purchases or Transactions: Make returning customers feel valued by referencing past purchases or transactions. This can work wonders for upsells, cross-sells, and loyalty programs. And don’t forget—this customization can be extended to landing pages too! Consistent, seamless experiences make all the difference. In today’s world, personalization isn’t just a nice-to-have—it’s how you build real connections. With Marketo, you’re not just sending messages; you’re creating relationships that feel authentic and worth investing in. #marketingoperations #marketingops #personalization #emailmarketing #landingpages #marketo

Why Most Email Marketing Fails (Even If Your Content Is “Valuable”) Email marketing still drives the highest ROI in digital — But most people are doing it wrong. The biggest mistake? 👉 They treat email like a pitch deck. Instead of a trust-building engine. Here’s what actually works in 2025 — especially if you want high-ticket conversions: 1️⃣ Warm the list before you sell ↳ Think of your email list like a dinner guest. You don’t ask for favors before they even sit down. ↳ Send 2-3 pure value emails before you ever mention your offer. Real advice. Real insight. No fluff. Pro tip: Make one of those emails pure storytelling — show your values through action, not slogans. 2️⃣ Package the “value” better ↳ Most people confuse value with volume. They write essays instead of breakthroughs. ↳ Real value = One sharp insight your reader hasn’t heard before, that changes how they see their problem. Ask: “What’s the belief this email is trying to shift?” If you don’t have a clear answer, rewrite it. 3️⃣ Move the needle before they buy ↳ Give them a small result before they pay you a dollar. ↳ That could be a mindset shift, a quick win, or a practical tip they can use the same day. When people get results from your free stuff, buying becomes a no-brainer. 4️⃣ Turn your offer into a story ↳ “Click here to book a call” isn’t enough. ↳ Show why the offer matters, who it’s for, what pain it solves, and the emotional cost of staying stuck. If you can write an offer email that makes someone feel like you read their mind, you’ll never struggle to convert. 5️⃣ Send with a strategy — not a schedule ↳ Don’t send emails because “it’s Tuesday.” ↳ Send based on the buyer journey. Map out what your audience needs to believe before they’re ready to act. Think like this: • Email 1 → Break belief • Email 2 → Introduce new possibility • Email 3 → Show proof • Email 4 → Make the offer • Email 5 → Handle objections That’s a campaign. Not just “sending emails.” Email isn’t just about showing up. It’s about showing up with intention. And when you do it right — Email becomes your most profitable, highest-leverage sales tool. Not just another thing on your content calendar.

Say NO to Boring Emails – Effective Ways to Write Newsletters ✨ If your newsletters aren't capturing attention, they’re probably ending up in the trash. [UNSUBSCRIBE] 🙂 When I first started sending out newsletters, I quickly learned that getting people to open and actually read them was no easy task. But over time, I discovered some strategies that really work & they’re: ✅ 1. Start with a Hook that Grabs Attention I’ve found that using curiosity, urgency, or a strong benefit always draws readers in. Example: I used to send out “Monthly Updates,” but now I go for something like "5 Secrets to Boost Your Productivity This Month." A small change, but makes a big difference. ✅ 2. Know Your Audience When I began focusing on what my clients and customers really cared about—whether it was solving a pain point or helping them reach a goal—my engagement skyrocketed. Example: If your audience is mostly small business owners, focus on providing tips that help them grow their customer base or manage their time better. For instance, I once shared strategies on how to negotiate like a PRO, and it resonated so well that I got multiple replies from readers thanking me for the practical advice. ✅ 3. Keep It Concise, But Valuable No fluff, just value. Focus on delivering brief, impactful content with actionable insights. Example: Instead of the usual “Consistency is key,” I recommend something specific like "Posting three times a week builds momentum. Use a content calendar to stay organized." ✅ 4. Use Visuals to Break Up Text It makes the content more relatable and keeps readers engaged. I always include visuals—whether it’s a snapshot of me working on a project or enjoying a coffee break or useful resources. ✅ 5. Add a Personal Touch Sharing personal stories or insights has made my newsletters feel more like a conversation rather than a broadcast. Example: I often talk about my early struggles and the strategies that eventually worked for me withproven solutions. ✅ 6. Include a Clear Call-to-Action (CTA) Every email is an opportunity to guide my readers to the next step. Whether it’s clicking a link, replying to the email, or signing up for a masterclass, Example: I might say, “Reply to this email with your biggest challenge, and I’ll share a solution.” This not only encourages interaction but also shows that I’m here to help. Top creators have viral newsletters because they understand their audience, deliver valuable and actionable content, and create genuine connections. What’s your top tip for writing engaging newsletters as a creator or reader? __________________________ PS: Want to maximize your business, learn effective strategies to freelance, and grow your network? Join my newsletter with 45,000+ subscribers here: https://lnkd.in/g2WpkBjH

Want more opens, more clicks, and more sales from email? Start with these 7 simple changes. 1) Optimal Sending Time Schedule emails when your audience is most likely to engage. Analyze past open rates to identify peak days and times that have performed well. For example: Tuesday and Thursday mornings PST. Test different timings & refine based on performance data. 2) Reflect Your Brand’s Tone & Value in the Sender’s Name If your brand is playful, use a friendly, informal name like ‘Your buddy Jack at [Company]’. For a more professional tone, opt for ‘Jack, CEO at [Company]’. This alignment enhances brand consistency & recognition. 3) Craft Irresistible Subject Lines Incorporate these elements into your subject line: Numbers/data Specificity Power words Curiosity Emojis Questions This is how you make it impossible to ignore. 4) Leverage the Preview Text Use your preview text to: Tease a benefit Offer an incentive Provide a sneak peek The preview text gives people a second nudge to open your email. Make the most of it. 5) Implement a Call-To-Open Call-to-opens are phrases like: “Open to discover…” “See what’s inside…” “Click here to learn…” Incorporate these in your subject line or preview text. The simplest way to encourage an open is by directly requesting it. 6) Optimize for Mobile Ensure your emails display well on small screens. Shorten subject line/preview text Check the sender’s profile picture Ensure correct character display Most people check their email on a mobile device. Neglecting them means losing a lot of opens. 7) Strategically Resend to Non-Openers Resend with a tweaked subject line or a note like: “In case you missed this…” This approach can recapture attention without seeming repetitive. Bookmark this and follow Chase Dimond for more great tips.

Here's what most your emails in your inbox this weekend will be: - Boring subject line - Generic intro - "Here's our latest offer!" This is training the audience to ignore you. Here's a few tips for this weekend on how to fix it: - Start with something unexpected. → "Your last purchase was a mistake" → "We're about to lose a customer (and it might be you)" → "This is embarrassing, but we messed up" - Flip the focus from "us" to "them" → NOT: "We have a sale" → INSTEAD: "Here's how to get the best deal (without waiting for a sale)" The best emails don't feel like marketing. They feel like messages worth reading. Your goal: Get people to look forward to your next email. The average open rate for ecommerce emails is 30% (And that's a loose number with privacy changes) Which means 70% of your subscribers are actively ignoring you. Not because they hate email. Because they hate predictable email. Your subscribers can smell a promotional email from the subject line alone: - "New arrivals just dropped!" - "Don't miss our weekend sale!" - "Last chance to save!" These trigger the same reaction every time: delete Break the pattern with emails that feel personal, not promotional: - "We found your size in that sold-out jacket" - "Why we're pulling this product from our store" - "What 1,247 customers said we need to fix" The most successful ecommerce brands don't just send more emails. They send unexpected ones. Because when an email feels like it was written just for you, not for everyone, you don't just open it—you look forward to the next one. Something to think about.

Welcome emails get the highest open rates you'll ever see (~70%). And then it falls off a cliff (but it doesn't have to be that way...) What if you could spend 10 minutes to keep it from dropping quite as much? Jason Resnick discovered a simple 4-hour follow-up hack that increased his engaged subscribers from 48% to 67% in just two months. Here's exactly how it works: 1. Send your normal welcome email with the lead magnet. 2. Four hours later, send a second email ONLY to those who didn't click. - Keep it casual: "Hey, just checking—did you get the download okay? Here's the link again." - Add a simple question to encourage replies: "What are you hoping to learn from this?" 4. Respond personally to build relationships. (it's wild to me how many creators don't reply to their readers) Why this works: - Catches people at a quieter moment - Signals to email providers that you're a trusted sender - Feels like good service, not marketing (an easy way to stand out these days) - Creates actual conversations that lead to sales This extra email takes 10 minutes to implement but creates a permanent advantage for you moving forward. The best part? You get to build deeper relationships with your readers.

Increasing revenue from email using email psychology. Here's the exact process: Map out your audience's mental state >> Create a "brain blueprint" for each day of the week >> Identify morning, afternoon, and evening mindsets >> Note key shifts (e.g., Sunday night dread vs. excitement) Align your content with their mindset >> Send more educational content in the mornings when minds are fresh >> Use inspirational stories in the evenings when brains are tired >> Leverage urgency on Fridays and Sundays (end-of-week psychology) Optimize email structure >> Place CTAs "above the fold" for mobile readers >> Use multiple CTAs throughout longer emails >> Keep evening emails short and dopamine-friendly Time your sends strategically >> Educational content: Early mornings (Tuesday-Thursday) >> Sales pitches: Early mornings or couched in relevant content >> Motivational content: Evenings and weekends Track and adjust >> Monitor engagement rates across different times/days >> Refine your "brain blueprint" based on your specific audience >> Be willing to break "rules" if the data supports it This approach is fantastic for increasing engagement and conversions.