It’s time for spring cleaning, email marketing style.

Coming out of winter hibernation is the ideal time to give your emails, email marketing strategy, and email copywriting an invigorating revamp.

If that feels overwhelming, remember: you don’t need to start from scratch — you can simply update your current emails, polish your email copy, and refresh your email marketing strategy. Use what you’ve already got working for your business.

Just make it… better.

To improve your emails this spring and build better connections with your customers and boost your revenue, start with these spring email marketing refreshes:

1. Update your email automations

Email flows or automations are a killer tool for your email marketing — set them up once, and they run in the background of your ESP (email service provider) at the right times to get the right messages to your audience. (Read more about the top 3 email automations every business needs to save time and make money, here.)

Once or twice a year, it’s a good idea to revisit and update all of your email automations.

Ensure your email content is still relevant, make updates and tweaks to the email copy, and sprinkle in some fresh, new language (more on that later!). Pay attention to any references to pop culture or the year or the season.

Start by updating your welcome sequence, post-purchase or thank you flow, and abandoned cart series) & give them a spring polish.

If you have other automations for your business, give them a once-over. A few tweaks will ensure they’re current and give you peace of mind to keep them working for you for another six-twelve months.

2. Send a winback email flow / re-engagement email series

“Wake up” your cold subscribers. Pay attention to your subject lines and encourage your audience to open the emails! But don’t be spammy. Nobody likes clickbait.

In the emails, share valuable content & inspire them to re-engage with your brand.

Your winback (also called re-engagement) series will probably include ~3 emails.

In the first one, gently mention that you miss them or entice them to re-engage with information about a new product or service launch or fresh new bundle of products.

The middle email might go deeper into explaining the benefits of your products or service. This one should talk about the life transformation your buyers or clients will experience after using your products or service. Include reviews or testimonials from other happy customers or clients! People love social proof.

In the last email of this series, consider offering a discount as a “last chance” offer to reel them back in and remind them why your products or service are so incredible.

3. Segment your email list

Segmentation increases your email marketing ROI. People want to see content/offers/information that feels relevant to them as a customer.

Rather than sending every email to every subscriber on your email list, create thoughtful segments so you can send small sub-sections of your audience content that’s relevant to them.

The more personalized you can make your emails, the more likely you are to boost engagement with your emails — opens, clicks, and conversions.

Not sure where to start? Think small and build from there.

Perhaps you segment your list into “prospects” and “returning customers.” Maybe it’s “members” and “non-members.”

Time-based engagement segments work well, too. “30-day engaged” might indicate a reader has opened or clicked an email within the last 30 days. (You can similarly segment for 60 days, 90 days, 120 days.)

Other segmentation ideas include previous purchases, demographic characteristics, or location.

4. Refresh your email design and improve the look and feel of your emails

The human brain likes variety, so changing up the look and feel of your emails can grab your reader’s attention.

If you’re working off of email templates, try redesigning them. Make sure nothing is outdated, and add relevant imagery and design elements to make your emails look fresh and new.

Do you use emojis or GIFs in your emails? If so, give them a quick update! Ensure they’re relevant and not outdated. (Here’s an informative article about whether or not using emojis and GIFs is a good idea.)

*Pro tip: Make sure all of your email templates are optimized for mobile and for light and dark modes. You want to be sure no matter where your reader sees your emails, they’re clear and visible.

5. Consider cleaning your email list

If subscribers don’t re-engage with your emails after going through your winback/re-engagement series, depending on your brand, you might want to remove these “cold” subscribers from your email list.

But I don’t recommend deleting subscribers if you have a newer brand and a fairly small list. If that’s the case for you, it’s ok to keep them around, leave them stagnant for a short time, and perhaps try to engage them again when you have a new product launch or an enticing new offer.

Just remember to always keep this in mind: you want to market to people who want to hear from & buy from you! Sometimes that means blessing & releasing subscribers that aren’t a great fit.

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Use “power words” to upgrade your email campaigns

Emotions play a powerful role in email copy and conversions.

When you tap into the heads and hearts of your readers, you make a bigger impact with your words, which *usually* results in a bigger chunk of change in your revenue account. Now that’s a spring cleaning we can all get behind!

Consider using these powerful emotions & words in your new & improved spring emails to move your readers to take action:

✓ Happiness: Heartwarming, Inspiring, Profound
✓ Beauty: Breathtaking, Stunning, Swoon-worthy
✓ Simplicity: Effortless, Minimalist, Savvy
✓ Indulgence: Obsessed, Ravenous, Crave
✓ Prestige: Luxurious, Expensive, Glamorous
✓ Humor: Hilarious, Ridiculous, Funniest
✓ Gravity: Massive, Intense, Gigantic
✓ Memorability: Unforgettable, Captivating, Undeniable
✓ Novelty: Extraordinary, Remarkable, Sensational
✓ Lust: Decadent, Forbidden, Seductive

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Annnd if you’re looking for a quick and easy fix, give your bland email copy a little spring zing!…

Great ➟ Exquisite, Charming

Happy ➟ Ecstatic, Delightful

Hard ➟ Grueling, Rigorous

Amazing ➟ Brilliant, Majestic

Learn ➟ Discover, Uncover

Increase ➟ Amplify, Explode

Improve ➟ Skyrocket, Boost

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Reading this at the start of another season? You don’t have to wait for the cherry blossoms to give your email marketing a refresh! Even the dead of winter is a good time to refresh your email automations & email campaign copy.

A good rule of thumb is to revisit and polish your emails once or twice a year.