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Email is like a classic cocktail: Despite the occasional upgrade, it’s still the same reliable recipe people love.

See how crafting your email strategy is like mixing up a bar favourite.

Marketing & Mixology infographic that compares an email strategy to a cocktail: how crafting an email strategy is like making a cocktail. This is part of the Campaign Monitor event in Sydney, Australia.

Ingredient 1: Relevant content

The base of any good cocktail is the alcohol, and the base of your email strategy is relevant content (e.g. articles, recommendations, and copy targeting subscribers).


Your email should always deliver value: information, discounts, education, etc.

Did you know?

  • 72% of marketers say content marketing increases engagement. (Content Marketing Institute)
  • 81% of content marketing leaders put content at the core of marketing. (Skyword)

Ingredient 2: Personalisation

Relevant content doesn’t quite fill the glass. Personalisation is a great mixer, because it uses data about your subscribers and tailors your content to their needs.


You can personalise your emails with: behaviour, location, and past purchases.

Did you know?

  • Transaction rates are 6x higher for personalised emails. (Experian)
  • Personalised email marketing generates a median ROI of 122%. (SmallBizTrends)

Ingredient 3: Automation

The final touches elevate any cocktail, and automation turns an average email program into an efficient revenue stream.


You can automate with these types of campaigns: welcome series, nurture tracks, and re-engagement journeys.

Did you know?

  • 75% of email revenue is generated by triggered campaigns. (DMA)

You may feel lost on how to craft a perfect email strategy, but it’s actually a pretty simple recipe.

This post is a part of Campaign Monitor’s Marketing & Mixology series. Check out these other pieces in the series:

  1. Are Personalised Emails Enough?
  2. Why Relevant Content Is the Base of Your Email Marketing
  3. Scale Your Business with These 3 Automation Strategies
  4. Infographic: How a Well-Crafted Email Strategy is Just Like a Cocktail

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