February 17, 2025
Glossary (Start Here for Quick Navigation)
| Term | Definition |
|---|---|
| ESP | Email Service Provider (e.g., Klaviyo, Mailchimp, etc.) |
| List Hygiene | The process of cleaning your email list by removing unengaged or invalid contacts |
| Sunset Flow | An automation that re-engages or removes inactive subscribers |
| Deliverability | A measure of how successfully your email lands in a subscriber’s inbox |
| Responsive Design | Design that adapts to any screen size (especially mobile) |
| A/B Testing | Testing two variations of an email (or automation) to improve performance |
| Engagement Metrics | Metrics like open rate, CTR (click-through rate), and conversion rate |
| Zero-party Data | Info customers willingly provide (e.g., preferences, quiz answers) |
Table of contents
The Spring Clean Checklist: 7 Steps for Email Marketing Renewal
1. Declutter Your Email List
A bloated, disengaged list isn’t just wasting your budget—it’s killing your deliverability.
Action Plan:
- 🧹 Run a sunset flow: Re-engage lapsed subscribers with a strong offer or reminder of your value.
- 🗂 Segment before you delete: Separate your list by activity—opens, clicks, conversions—before cutting ties.
- 🧪 Re-permission campaigns: Ask low-engagers if they still want to hear from you.
Pro Tip: Inactive doesn’t always mean uninterested. Sometimes your offer just needs better timing or messaging.
Table: Sunset Flow Sample
| Trigger | Message | Action |
|---|---|---|
| 90 days no opens | “Still want to hear from us?” | Link to update preferences |
| 120 days no clicks | Reminder with offer | 15% discount |
| 150 days no action | Final notice | Removal if no engagement |
2. Refresh Your Content (Because People Notice)
Repetition without relevance is the fast track to unsubscribes.
Audit Your Last 90 Days:
- What email type gets the most clicks? (Product drops? Education? Social proof?)
- Which templates or formats underperformed?
- Where can you infuse seasonality or timeliness?
Content Refresh Ideas:
- 🌱 Spring themes: “Refresh your routine” or “Seasonal must-haves”
- 🎯 Quiz-style campaigns: “What type of [product] fits your vibe?”
- 🎁 Giveaway emails: Encourage replies and drive UGC
- 📹 Behind-the-scenes videos: Show what makes your brand human
3. Get Mobile-Ready (This is Non-Negotiable)
Stat to Know: Over 60% of email opens happen on mobile. If your design isn’t mobile-first, you’re leaving revenue on the table.
Checklist for Mobile Optimization:
✅ 600px width max
✅ 16px minimum font size
✅ Buttons > links (tappable CTAs)
✅ Use Litmus or Email on Acid to preview across devices
Image Suggestion: Side-by-side screenshot of a poorly vs. well-optimized mobile email
4. Revamp Your Email Design
Design isn’t just about aesthetics—it’s about usability.
How to Optimize:
- CTA Above the Fold: Don’t make users scroll
- Bite-Sized Copy: People skim—write like it
- Hierarchy of Info: Use headings, bolds, and icons
- Mirror the Landing Page: Keep design and CTA consistent from email → site
Table: Design Dos and Don’ts
| Do | Don’t |
|---|---|
| 1 clear CTA | 3+ different CTAs |
| Use ALT tags for images | Use images as the only content |
| White space and structure | Wall-of-text blocks |
| Dark mode-friendly design | Poor contrast text on backgrounds |
5. Revitalize Your Automations (a.k.a. Your Revenue Engine)
Think of flows like your most loyal sales team. They work 24/7—but only if you maintain them.
Audit These Flows:
- Welcome Flow: Is the value clear? Personal? Still delivering on your promise?
- Abandoned Cart Flow: Are the timing and incentive tested?
- Post-Purchase Flow: Are you upselling? Requesting reviews?
- Browse Abandonment: Is it personalized to what they viewed?
Pro Tips:
- Test SMS follow-ups in your cart flows
- Add dynamic product blocks
- Personalize based on quiz data or purchase history
Suggested Image: Flowchart visual showing a complete email flow
6. Re-Segment for Higher Relevance
Generic emails = generic results. Segmentation keeps your campaigns sharp, relevant, and timely.
Fresh Segmentation Ideas:
- First vs. Repeat Buyer
- Geo-based (Spring is different in Miami vs. Minneapolis)
- AOV or CLTV-based tiers
- SKU Purchased (recommend complementary products)
Tool Tip: Use Klaviyo’s predictive analytics to layer in expected date of next purchase for smart retargeting.
7. Review KPIs & Set Fresh Benchmarks
Clean up your reporting the same way you cleaned your segments.
Core Metrics to Monitor:
| Metric | Benchmarks (Good) |
|---|---|
| Open Rate | 35–50% |
| Click Rate | 3–8% |
| Conversion Rate | 1–5% |
| Revenue Per Recipient (RPR) | $0.10–$0.50+ |
| Bounce Rate | Under 1% |
Questions to Ask:
- Where are drop-offs happening in your flows?
- Are you measuring the right thing (engagement vs. revenue)?
- Is your ESP set up to track multi-touch attribution?
Frequently Asked Questions
Q1: How often should I clean my email list?
A: Every 3–6 months, depending on your send volume. More frequent if you send daily/weekly campaigns.
Q2: What’s the best time to refresh automations?
A: Use seasonal moments (spring, Q3, BFCM prep) as key checkpoints. Re-audit during product launches or rebrands too.
Q3: Should I delete inactive subscribers right away?
A: Not immediately—run a re-engagement campaign first. If no interaction after, consider removing them to protect deliverability.
Q4: How do I make sure my spring email designs work in dark mode?
A: Use transparent PNGs, dark-friendly color palettes, and test in major email clients like Gmail/Outlook in dark mode.
Q5: Should I segment by email activity or purchase behavior?
A: Both! Use layered segmentation (activity + purchase + preferences) for ultra-relevant messaging.
Q6: Is it worth adding SMS to my spring automations?
A: Absolutely. SMS is perfect for abandoned carts, back-in-stock alerts, and last-day sale reminders—especially when paired with email.
Final Thoughts: Start Fresh, Finish Strong
Email marketing shouldn’t be set-and-forget. It’s a living system—seasonal shifts are your perfect chance to audit, clean, and optimize for performance. A clean list, refreshed content, mobile-first design, and updated flows aren’t just good hygiene—they’re what drive revenue.
Need Help?
At Blossom Ecom, we specialize in crafting revenue-first email ecosystems built for Shopify and Klaviyo. Whether you need a quick cleanup or a full system overhaul, we’ve got the templates, segmentation strategies, and automation playbooks to make your spring refresh stick.
Let’s chat. Book your free Klaviyo audit or campaign strategy call now.
Need help implementing this?
Let us take the hassle of managing your email marketing channel off your hands. Book a strategy call with our team today and see how we can scale your revenue, customer retention, and lifetime value with tailored strategies. Click here to get started.
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Supercharging Customer Journey Automations with Email Touchpoints
<p>Glossary Term Definition Customer Journey All the steps someone takes with your brand—from first discovery to becoming a loyal customer. Email Flow / Automation A set of emails triggered by actions like signups or purchases, sent automatically. Data Capture Collecting info like emails, phone numbers, or preferences through forms and popups. Welcome Series A set […]</p>
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Why Your Abandoned Cart Series Needs More Than One Email
<p>Glossary Term Definition Abandoned Cart When a shopper adds items to their cart but leaves without completing the purchase. Abandoned Cart Flow A series of emails or SMS sent after cart abandonment to recover the sale. UGC (User-Generated Content) Photos, reviews, or videos created by customers that brands use in marketing. Dynamic Discount Code A […]</p>
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13 Simple Design Hacks Using Klaviyo Email Marketing & Shopify
<p>Glossary of Key Terms Term Definition Klaviyo Campaigns One-time promotional emails sent to a list or segment in Klaviyo. CTA (Call to Action) A prompt that directs the reader to take an action, such as clicking a button or link. Dynamic Coupon A unique discount code generated for each subscriber via Klaviyo. Personalization Token Dynamic […]</p>
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5 Simple Tactics to Grow Your Klaviyo SMS List Without Overcomplicating Things
<p>Glossary of SMS Marketing Terms Term Definition Klaviyo SMS A built-in SMS marketing feature within Klaviyo that allows brands to send targeted text messages and integrate them with email campaigns. SMS Consent Legal opt-in confirmation from a user allowing the brand to send promotional text messages. Landing Page A dedicated standalone web page created for […]</p>
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Why Klaviyo SMS Crushes Other SMS Providers (And How Ignoring It Costs You Revenue)
<p>Glossary of SMS & Klaviyo Terms Term Definition Klaviyo SMS A built-in SMS marketing feature in Klaviyo that allows direct messaging, tracking, and automation using first-party data. Third-Party SMS Providers External platforms (e.g., Postscript, SMSBump) that send texts but don’t integrate deeply with Klaviyo data. Cookie Tracking When a user clicks an email or SMS, […]</p>
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10 Klaviyo Strategies That Drove Over $50 Million for Our Clients
<p>Glossary of Terms Term Definition Klaviyo An email and SMS marketing platform designed for eCommerce brands to automate, personalize, and analyze customer communication. Automation Flow A sequence of pre-set messages triggered by specific user actions like purchases, form fills, or cart abandons. Segmentation The act of dividing your email/SMS list into groups based on behavior, […]</p>
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Email Marketing Management for eCommerce: A Real Guide
<p>Glossary of Key Email Marketing Terms Term Definition Email Marketing Management The process of planning, executing, analyzing, and optimizing email campaigns and automations to meet business objectives. Campaign A one-time email blast sent to a list or segment, typically tied to a specific event or offer. Automation (Flow) A pre-configured series of emails triggered by […]</p>
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Email Marketing 101: How to Create Emails That Convert
<p>Glossary of Key Email Marketing Terms Term Definition CTA (Call-to-Action) A button or link prompting users to take a specific action like “Buy Now” or “Read More.” Click-Through Rate (CTR) The percentage of email recipients who clicked on one or more links in your email. Open Rate The percentage of recipients who opened your email. […]</p>
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Shopify Email Marketing: Campaigns + Automations That Actually Grow Sales
<p>Glossary of Key Email Marketing Terms for Shopify Merchants Why Shopify Email Marketing is a Non-Negotiable in 2025 Email isn’t dead—it’s your most profitable channel. It’s not just for pushing out promos; it’s your always-on sales engine. Here’s why email is mandatory: Metric Performance ROI $36 for every $1 spent Open Rates (Transactional) 50–80% Cart […]</p>
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7 eCommerce Trends to Watch in 2025
<p>Glossary Term Definition M-commerce Mobile commerce, or shopping via smartphones and tablets. AI (Artificial Intelligence) Technology enabling automated learning and decision-making. Social Commerce Shopping directly on social media platforms like Instagram or TikTok. Personalization Tailoring content or offers based on individual user data or behavior. Visual Commerce Using interactive visuals, AR, or UGC to improve […]</p>
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The Complete Guide to Winning at B2B eCommerce in 2025
<p>Glossary Term Definition AOV (Average Order Value) The average dollar amount spent per order. CLV (Customer Lifetime Value) The projected revenue from a customer over the entire relationship. ERP (Enterprise Resource Planning) Software for managing daily business operations. CRM (Customer Relationship Management) Software used to manage customer data and relationships. Net Terms Payment terms that […]</p>
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Answering YOUR Email Marketing Questions
<p>Glossary Term Definition GDPR A regulation protecting personal data and privacy in the EU. CAN-SPAM A US law governing commercial email and ensuring recipients can opt out. Open Rate Percentage of recipients who open your email. CTR (Click-Through Rate) Percentage of people who click a link inside the email. A/B Testing Sending two versions of […]</p>
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What Is Email Marketing and Why Does It Work So Well?
<p>Glossary Term Definition CTR (Click-Through Rate) Percentage of recipients who clicked a link in your email. ESP (Email Service Provider) A platform for creating, sending, and managing email campaigns. Segmentation Dividing your email list into groups based on behavior or demographics. Personalization Tailoring content to individual subscribers using their data. Automation Triggered emails sent based […]</p>
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5 Steps Toward a Successful Email Marketing Campaign
<p>Glossary Term Definition CTR (Click-Through Rate) The percentage of email recipients who clicked on a link in the email. A/B Testing Comparing two versions of an email to see which performs better. ESP (Email Service Provider) A platform like Klaviyo or Mailchimp that helps manage email campaigns. Responsive Design An email layout that adapts to […]</p>
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8 Proven Strategies to Build Your Email Marketing Lists in 2025
<p>Glossary Term Definition ESP (Email Service Provider) A platform used to manage, send, and track email marketing campaigns. Gated Content Valuable digital content made accessible only after providing an email address. UGC (User-Generated Content) Content created and shared by users that promotes a brand organically. CTA (Call-to-Action) A prompt in marketing encouraging a specific action, […]</p>
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How to Supercharge Your Social Media with Email Marketing
<p>Glossary Term Definition Email Campaign A structured email message sent to a list with a specific goal. CTA (Call-to-Action) A prompt encouraging recipients to take an action (e.g., click, follow). UGC (User-Generated Content) Content created by customers and shared on social media. Referral Program A system offering rewards for customers who refer others to a […]</p>
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The No-B.S. Guide to Ecommerce Email Marketing
<p>Glossary Term Definition ROI (Return on Investment) The profit gained from email campaigns relative to cost. CTA (Call-to-Action) A prompt in an email encouraging users to take a specific action. Segmentation Dividing your email list into groups based on behaviors or attributes. Flows Automated emails triggered by customer actions or milestones. Campaigns One-off email blasts […]</p>
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How Email Can Power Your Customer Loyalty
<p>Glossary Term Definition First-Party Data Data collected directly from customer interactions with your brand. Zero-Party Data Information that customers willingly share, such as quiz results or preferences. Dynamic Content Personalized content that adapts based on user behavior or profile. Milestone Campaign Automated emails triggered by key customer events or achievements. Email Flow A series of […]</p>
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How Much Does Email Marketing Cost in 2025?
<p>Glossary Introduction Email marketing isn’t just an optional add-on to your digital strategy—it’s foundational. But the question every eCommerce operator has: How much does it really cost to run effective email campaigns? The answer? It depends. In this guide, we’ll unpack every factor influencing your email marketing costs, from platform fees to creative execution. We’ll […]</p>
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Email Marketing 101: How to Create Emails That Convert
<p>Glossary of Key Email Marketing Terms Term Definition CTA (Call-to-Action) A button or link prompting users to take a specific action like “Buy Now” or “Read More.” Click-Through Rate (CTR) The percentage of email recipients who clicked on one or more links in your email. Open Rate The percentage of recipients who opened your email. […]</p>
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Create a Winning Welcome Email Strategy
<p>Your Welcome Email Cheat Sheet ✅️ Welcome Email Strategy: A series of automated emails sent to new subscribers post-signup. ✅️ Open Rate: The percentage of recipients who opened your email. ✅️ CTR (Click-Through Rate): The percentage of recipients who clicked a link inside your email. ✅️ CTA (Call to Action): A direct instruction (button or […]</p>
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How to Revitalize Your eCommerce Sales in the New Year
<p>Glossary Introduction January isn’t just about resolutions—it’s a strategic window for ecommerce growth. Customers are energized by a fresh start and looking for brands that align with their goals. By leveraging New Year momentum, brands can attract, engage, and retain more customers. This guide breaks down five high-impact strategies (plus a bonus optimization tip) to […]</p>
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Customer Survey Emails: Finding the REAL Reason People Aren’t Buying
<p>📃 Glossary of Terms Term Definition Customer Survey Email A message sent to customers requesting feedback via a questionnaire, often linked to a form. Response Rate The percentage of recipients who complete the survey out of the total who received the email. Buyer Persona A fictional representation of your ideal customer based on data and […]</p>
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E-commerce Email Marketing: Dos, Don’ts, and Essential Tips for CBD Brands
<p>E-commerce Email Marketing has become a crucial tool for businesses looking to engage customers, drive conversions, and build lasting relationships with their audience. Quick Reference Guide ✅ Email FlowA series of automated emails triggered by specific user actions (e.g., signing up, purchasing, abandoning cart). ✅ CTR (Click-Through Rate)The percentage of recipients who clicked on at […]</p>
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The Ultimate Crash Course Email Marketing for E-commerce Store
<p>Email Marketing for E-commerce stores is one of the best ways to grow your business these days. 🔍 Quick Reference Guide ✅ Email FlowAn automated sequence of emails triggered by customer actions (e.g., signup, purchase, cart abandonment). ✅ Trigger-Based EmailAn email sent based on a specific event, like a user abandoning a cart or signing […]</p>
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3 Retention Metrics You’re Measuring Incorrectly + Strategies to Fix Them
<p>Tracking these 3 retention metrics will provide valuable insights into customer loyalty and help you refine strategies to boost long-term business growth. Glossary of Terms Term Definition RPR (Repeat Purchase Rate) The percentage of customers who make a second purchase after their first. CLV / LTV (Customer Lifetime Value) The total gross margin (not revenue) […]</p>
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How to Measure the Success of Your Email Marketing Strategy
<p>An effective email marketing strategy is essential for growing your brand, increasing engagement, and driving conversions through personalized and targeted campaigns. Glossary of Terms Term Definition CRM Customer Relationship Management – the system and strategy for managing customer interactions and data. CLV Customer Lifetime Value – the total revenue a customer generates over their relationship […]</p>
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How to Run A/B Tests in Email Marketing
<p>A/B tests in email marketing allow you to experiment with different elements to refine your campaigns and achieve higher engagement and better results. Glossary of Terms (Quick Reference) Term Definition A/B Testing Comparing two email versions to measure performance of a single variable Conversion Rate (CVR) % of users who take a desired action (e.g. […]</p>
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9 Pillars of Email Marketing Success
<p>Mastering the 9 pillars of email marketing is crucial to running successful campaigns that drive engagement, conversions, and lasting customer relationships. Glossary of Email Marketing Term Term Definition ESP Email Service Provider (like Klaviyo, Mailchimp, or ActiveCampaign) Flows Automated email sequences triggered by behavior (e.g., sign-up, purchase) AOV Average Order Value CLV Customer Lifetime Value […]</p>
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Rethink Customer Loyalty: 7 game-changing strategies to retain customers
<p>Implementing 7 game-changing strategies to retain customers can foster loyalty and build long-term relationships that benefit your business. 🔍 Glossary of Terms Term Simple Definition Customer Retention Keeping customers coming back to buy again instead of losing them. LTV (Lifetime Value) How much money a customer is expected to spend with your brand over time. […]</p>
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Good Email Marketer vs Bad Email Marketer
<p>Understanding the key differences between a good email marketer and a bad one can help refine your strategies and achieve higher engagement and conversions. 🔍 Glossary of Terms Term Definition CAC Customer Acquisition Cost: What it costs to acquire one paying customer CLV / LTV Customer Lifetime Value: Revenue expected from one customer over their […]</p>
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What is MMS and Why You Should Start Now
<p>Glossary: Key MMS Marketing Terms Term Definition MMS (Multimedia Messaging Service) A messaging protocol that supports the delivery of images, videos, audio, and rich text via mobile SMS (Short Message Service) Traditional text messages limited to 160 characters and no media support CTIA The U.S. wireless industry’s trade group, regulating best practices for SMS/MMS marketing […]</p>
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Why SMS is the Marketing Channel of the Future
<p>SMS marketing is quickly becoming the go-to channel for businesses due to its high engagement rates, instant delivery, and direct connection with customers. Quick Glossary: SMS Marketing Terms You Need to Know Term Definition SMS Short Message Service – 160-character text-based messages sent to mobile phones MMS Multimedia Messaging Service – allows sending images, videos, […]</p>
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EDM Marketing vs Email Marketing: What’s the Difference?
<p>EDM Marketing Vs Email Marketing are often used interchangeably, but they have distinct differences that can impact your marketing strategy. Quick Reference: Key Terms & Definitions Term Definition EDM Marketing Electronic Direct Mail – a campaign-based strategy built around personalized, segmented, and behavior-driven email content Email Marketing A broader communication strategy using email to deliver […]</p>
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Case Study: How Smart Klaviyo Email Segmentation Boosted Conversions by 323%
<p>Klaviyo email segmentation helps you send tailored campaigns that resonate with customers and significantly boost engagement and conversions. Key Concepts to Know Term What It Means Segmentation Breaking your list into smaller groups based on behavior, lifecycle, or demographics Deliverability Your ability to land in the inbox—not spam Modular Email Design Template system using reusable, […]</p>
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6 Marketing Strategies to Future-Proof Your Marketing
<p>These 6 marketing strategies will help you boost business growth, enhance visibility, and drive customer engagement. Foundational Terms Term Definition Zero-Party Data Data explicitly shared by customers (e.g. quiz answers, preferences) RFM Modeling Scoring model based on Recency, Frequency, and Monetary value of purchases First-Party Data Behavioral data collected directly (e.g. site visits, email opens) […]</p>
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Mastering Klaviyo Email Design: 11 Tips That Actually Work
<p>Klaviyo email design allows you to create visually stunning campaigns that boost engagement and improve conversion rates. 🔍 Understanding the Terms ✅ KlaviyoA leading email and SMS marketing platform built for eCommerce businesses (especially Shopify, WooCommerce, and BigCommerce). ✅ CTA (Call-to-Action)A button or link that directs a user to take an action (e.g., “Buy Now,” […]</p>
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How to Customize Shopify Email Templates Quickly and Efficiently
<p>Glossary of Email Design & Shopify Terms Term Definition Liquid Shopify’s open-source template language used to pull dynamic data into emails (e.g., {{ customer.first_name }}). MJML (Mailjet Markup Language) A framework that simplifies the creation of responsive, cross-client HTML emails. React Email A modern way to code dynamic, component-based emails using React syntax. Email Client […]</p>
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The Next Frontier of E-Commerce: What’s Coming and How to Prepare
<p>The frontier of e-commerce is marked by innovative technologies and trends that are revolutionizing the future of online retail. Glossary of Terms Term Definition AI (Artificial Intelligence) Computer systems that mimic human intelligence to automate decision-making and improve personalization. Machine Learning A subset of AI where systems learn from data patterns to improve future performance—used […]</p>
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Three Steps to Increasing Your Marketing Email Open Rates
<p>Glossary of Email Marketing Terms Term Definition Open Rate The percentage of recipients who open your email. Calculated by (unique opens ÷ total delivered emails) × 100. Sender Reputation A score assigned by inbox providers (like Gmail) based on your sending habits, list health, and engagement. Segmentation Breaking your email list into sub-groups based on […]</p>
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Best Practices for Optimizing Email Flows with Klaviyo
<p>Optimizing email flows with Klaviyo helps streamline automation, increase engagement, and improve conversions through tailored email strategies. Glossary of Terms Term Definition Email Flow A series of automated emails triggered by customer behavior (e.g. abandoned cart, post-purchase, signup). Segmentation Grouping your subscribers based on shared traits or actions to send more targeted messages. Dynamic Content […]</p>
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Email Marketing ROI: The Most Reliable Revenue Engine You’re Not Fully Using
<p>Quick Reference Guide Email Marketing ROI ✅ Email FlowAn automated sequence triggered by a customer action (e.g., signup, purchase, abandonment). ✅ CTR (Click-Through Rate)The percentage of recipients who click a link in your email. ✅ Open RatePercentage of recipients who opened your email. ✅ SegmentationDividing your list into smaller groups based on behavior, demographics, or […]</p>
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Conquering the Gmail Inbox: How to Keep Your Emails Out of the Junk Folder
<p>Conquering the Gmail Inbox is key to boosting productivity with effective email organization, sorting, and management techniques. Understanding the Terms ✅ Email DeliverabilityThe ability of an email to land in a subscriber’s inbox instead of the spam folder. ✅ SPF (Sender Policy Framework)A DNS record that verifies which servers are allowed to send email on […]</p>
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