An offer's name should not be monolithic. For better performance, create multiple titles for the same content or product and deploy them to different audience segments based on their unique triggers and language preferences. This allows for personalization at the naming level.

Don't fear unsubscribes after trying a new tactic like an emoji. A high unsubscribe rate often means your email finally stood out to a long-disengaged segment. This prompted them to take action and clean themselves from your list, which is a positive outcome for list health.

Do not launch a LinkedIn newsletter solely as a promotional vehicle for a one-time event. LinkedIn considers this a misuse of its community tools and will intervene. A marketer who tried this tactic for a conference registration was contacted by LinkedIn within 45 minutes and forced to retract it. Newsletters must offer ongoing value.

When running a major sale, eliminate your multi-link bio. A single, direct link to the specific offer removes friction and prevents customer confusion. Adding extra choices in the bio when you have a singular goal is a common mistake that hurts conversions.

To increase retention, offer subscribers a permanent, high-value upgrade (e.g., 'free bacon for life') that they lose forever if they cancel their service. This leverages loss aversion, making the cost of churning much higher than the monthly fee.

A sudden increase in unsubscribes after a marketing change isn't necessarily a failure. It often means you've successfully grabbed the attention of disengaged subscribers who then self-select out because the content is no longer relevant, which is a healthy outcome for your list.

Instead of forcing subscribers to unsubscribe during busy periods like holidays, provide a link that lets them 'snooze' emails for 30 days. This is achieved by applying a temporary exclusion tag via an automation, which boosts retention by giving readers a break without losing them for good.

The holiday season sees a massive spike in email unsubscribes. This isn't due to your marketing efforts, but because people are trying to "clean up" their inboxes for the new year. Marketers should anticipate this trend and not misinterpret it as a sign of poor campaign performance or reduce email frequency.

Avoid list-cleaning automations with a small subscriber base (e.g., under 1,000). Instead of deleting inactive subscribers, personally email them to ask what they're struggling with. This approach turns a technical cleanup task into a valuable user research and re-engagement opportunity.