Segment by need
A new reader, a recent customer and a person who is hesitant about a product do not have the same question. Separate audiences whose context you actually know. Don't use segmentation based on data you don't have the right or need to keep.
Write three different roles
The first message explains a choice or a method. The second raises a concrete doubt about delivery, use or return. The third recalls an offer only if it is real and still valid. Each email should lead to a page that confirms exactly what it says.
Control the measurement and rights
Check the consent or applicable basis, the possibility to unsubscribe and the frequency of sending. Track useful clicks, orders and questions received; openings alone do not prove interest. After Q4, keep scenarios that help customers and remove expired promotions.
Official source: https://www.cnil.fr/fr/la-prospection-commerciale-par-courrier-electronique.
Put it into practice
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