Kate Reeves discusses the importance of timing and relevance in post-purchase communication, highlighting her experience with ASOS.com. She suggests that brands should automate their messaging based on customer behavior, particularly when multiple sizes of an item are ordered, to improve the likelihood of positive reviews and reduce return-related emails.

Resending emails to non-openers can be effective if you filter recipients based on their recent engagement, such as having opened previous campaigns or clicked links. Instead of simply resending the same email, creating a new variation can enhance engagement and deliverability. Utilizing automation and targeted filters helps ensure that emails reach an interested audience while improving overall email performance.

Targeting subscribers based on their email domain extensions can reveal valuable insights for marketing strategies. By creating a segment for nonprofit professionals with .org emails, the author achieved impressive engagement rates with targeted content, emphasizing that simple segmentation tactics can often be more effective than complex personalization efforts.

The author outlines crucial practices that email marketers should avoid to enhance their effectiveness, such as relying solely on image-based emails, neglecting deliverability testing, and failing to collaborate with other teams. They also emphasize the importance of thorough testing, data integrity, and maintaining a strategic approach to email marketing. The piece serves as a humorous yet informative reminder for marketers to prioritize best practices and avoid common pitfalls.