What to Send and When: The Anatomy of a Successful Email Campaign
At The Refinery, we believe great email campaigns are part strategy, part storytelling, and all about timing. Whether you’re launching a new product, nurturing leads, or staying top-of-mind with loyal customers, knowing what to send and when can make or break your results.
Let’s break down the different types of campaigns, how to optimize them, and when to hit send.
Types of Email Campaigns
Understanding your campaign type is the first step to building a smart email strategy. Here are the four most essential ones to include in your marketing mix:
1. Welcome Emails
Think of this as your digital first impression. Sent immediately after someone subscribes or signs up, a welcome email sets expectations and invites them into your world.
What to include:
A warm intro and brand story
A discount or freebie (if applicable)
Clear CTA (follow us, shop now, etc.)
Best time to send: Immediately or within 24 hours of sign-up.
2. Nurture Sequences
This is where the relationship builds. A nurture sequence is a series of emails that educate, entertain, or guide your audience over time.
What to include:
Insider tips, FAQs, or behind-the-scenes looks
Problem-solving content tailored to your customer’s needs
Soft product mentions or links to learn more
Best time to send: Spaced 3–5 days apart, during the first 2–3 weeks after the welcome.
3. Promotional Campaigns
Sales, product drops, and limited-time offers fall under this category. These emails drive direct conversions.
What to include:
Clear value (what’s in it for the customer?)
Bold imagery and a singular CTA
Urgency (countdowns, limited inventory, deadlines)
Best time to send: Tuesdays or Thursdays around 10am–12pm tend to perform well.
4. Newsletters
This is your ongoing conversation with your audience. Newsletters build brand authority, provide updates, and share community stories or educational content.
What to include:
A consistent layout and voice
Recurring features or updates
A balance of value and personality
Best time to send: Weekly or bi-weekly, typically mid-morning on weekdays.
How to Write Strong Subject Lines & Preview Text
A great email starts in the inbox. Here’s how to capture attention:
Subject Line Tips:
Keep it short (40–60 characters)
Use curiosity, questions, or numbers
Avoid ALL CAPS or too many emojis
A/B test to find what resonates
Preview Text Tips:
Think of this as your “second headline”
Support the subject line, don’t repeat it
Keep it around 35–90 characters
Add a hint of the value inside
Example:
Subject: Your 20% off ends tonight
Preview Text: Grab your favorites before midnight—here’s what’s trending.
Timing Is Everything
Send time isn’t everything—but it can make a big difference.
Ideal Send Times (in general):
Midweek: Tuesday–Thursday
Mid-morning: 9am–11am or early afternoon
Avoid late nights, weekends, or Monday mornings unless you have a reason
Pro tip: Review your audience’s habits over time. Open rates and click data will show you what works best for your specific list.
Final Takeaway
Successful email marketing isn’t just about sending something—it’s about sending the right thing at the right time. At The Refinery, we help brands build email campaigns that feel less like spam and more like service.
Need help mapping out your email strategy?
Let’s refine it together. 💌