How much of a promotion is too much in times like thi?

"Should I resume my pre-COVID messaging"?

These are some questions lingering in the minds of (ecommerce) email marketers. The answer to these questions mostly depends on your region of operation and its level of normalcy. However, pandemic or no pandemic, there's a technique you can always bank on to craft unique, relevant emails: segmentation.

With segmentation, you can classify your audience based on their purchase history, store behavior, profile and social information, and more. This way, you get a clear picture of what content to send to whom, thus increasing the likelihood of your emails to be appreciated. The good news is today's email marketing software has segmentation as a built-in facility.