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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).

Pro-tip:

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.

Pro-tip:

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.

Pro-tip:

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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