Insights from Dmytro Kudrenko — Stripo.e mail
On this new installment of the “E-mail Marketer’s Code” sequence, we provide priceless insights from seasoned e mail advertising and marketing professional Dmytro Kudrenko. Dmytro attracts from his in depth expertise, which laid the muse for advertising and marketing progressive merchandise equivalent to Stripo and Yespo, so as to share his private “e mail marketer’s code” — a complete information on the very best practices to uphold and customary errors to keep away from within the business.
Skilled

Founder and CEO of Stripo
About Dmytro Kudrenko
Dmytro Kudrenko, the founder and CEO of Stripo, is a seasoned e mail advertising and marketing skilled with over 15 years of hands-on expertise within the business and 25 years of entrepreneurial experience. Due to his journey in e mail advertising and marketing, Dmytro has a deep understanding of the challenges entrepreneurs face. He now affords sensible insights into overcoming these challenges, together with progressive options that help e mail entrepreneurs.
Dmytro recurrently shares his data by means of workshops and lectures on e mail interactivity, gamification, and the artwork of making impactful campaigns. His dedication to advancing the sector has been instrumental in shaping Stripo as a number one e mail design platform that simplifies and enhances the e-mail creation course of.
Along with Stripo, Dmytro co-founded Yespo, an omnichannel CDP tailor-made to e mail entrepreneurs. This highly effective instrument displays not solely Dmytro’s in depth sensible expertise but additionally the collective experience of his colleagues. Stripo and Yespo are constructed on his dedication to creating e mail advertising and marketing extra accessible and efficient for companies and their audiences. Dmytro’s hands-on method ensures that these merchandise empower entrepreneurs to craft emails which can be visually compelling and, above all else, strategically impactful.
At present, Dmytro invitations you to rethink your e mail advertising and marketing methods and uncover new methods to unlock these emails’ full potential.
Widespread errors and the best way to keep away from them
In my 15 years within the e mail advertising and marketing business, I’ve seen loads of errors and made a few of my very own. I received’t record all of these — as an alternative, I’ll identify two that I see usually and which I do know can hinder efficient e mail advertising and marketing.
1. Bulk-and-blast technique
A standard mistake is treating e mail like social media and sending the identical e mail to your whole contact base. This method ignores the primary benefit of e mail as a customized communication channel.
Why is that this an issue?
The majority-and-blast technique can result in low engagement metrics, such because the click-through price (CTR), and even lead individuals to unsubscribe. Subscribers count on emails to be related to their pursuits. In the event you ignore segmentation, you miss the chance to construct belief and interact prospects.
keep away from this error:
- section the bottom. Divide contacts by pursuits, habits, or stage within the buyer journey;
- add personalization. For instance, use dynamic content material in emails — from the recipient’s identify to personalised product suggestions;
- check completely different approaches. Use A/B testing to find out which kinds of messages work finest.
2. Fallacious metrics
One other widespread mistake is to deal with the incorrect metrics, such because the open price or your contact record measurement, as an alternative of indicators that mirror actual effectiveness.
Why is that this an issue?
The open price shouldn’t be at all times reflective of a marketing campaign’s success, particularly given the privateness options in e mail purchasers, equivalent to Apple Mail Privateness Safety. It is very important consider the quantity of people that opened the e-mail and the way they interacted with it, equivalent to whether or not they clicked on a hyperlink or made a purchase order. Construct your e mail technique primarily based on these insights.
keep away from this error:
- deal with metrics that correlate with enterprise objectives: CTR, conversions, common order examine, buyer retention;
- implement buyer journey evaluation: resolve what’s the function of e mail campaigns within the general advertising and marketing technique;
- assessment metrics recurrently to verify they correspond along with your technique.
Errors that value companies: Classes from actual circumstances
Taking e mail advertising and marketing to the intense can critically have an effect on your fame, income, and buyer belief. Listed below are two examples demonstrating the damaging extremes in e mail advertising and marketing campaigns and why a balanced method to your communications is vital.
Instance A: When the will to promote extra ruins your fame
An organization determined to profit from Black Friday by including all of the contacts it had amassed over the previous few years to its mailing record. These included unsubscribed customers, inactive subscribers, and those that had lengthy forgotten concerning the model.
What occurred:
- huge spam complaints concerning the marketing campaign;
- nice injury to the area’s fame, that means emails have been mechanically despatched to the spam folder;
- two months spent rebuilding that fame, through which the corporate missed the Christmas and New Yr vacation season, dropping loads of its potential income.
repair this case:
- Contact an expert to assist clear up your database, take away invalid contacts, and revalidate your addresses.
- Steadily rebuild your fame by sending small viewers segments high quality emails which can be related to them.
- Begin utilizing a double opt-in to gather contacts in a protected approach that avoids comparable issues sooner or later.
Tip: Examine the relevance of your database earlier than launching massive e mail campaigns. Use specialised instruments to validate your contacts and keep away from including unsubscribed or inactive addresses.
Instance B: Extreme consideration to database high quality
One other firm, in making an attempt to take care of an “preferrred contact record,” eliminated all subscribers who had not opened emails for 2 months from its record.
What occurred:
- prospects have been eliminated although they have been nonetheless able to buy, however had not opened emails as a consequence of a seasonal decline in curiosity or different exterior elements;
- the corporate misplaced many subscribers and loads of potential income.
repair the scenario:
- As a substitute of deleting inactive subscribers, begin operating re-activation campaigns.
- Analyze your inactive viewers and establish those that are nonetheless however want a unique method to communication.
- Implement personalised set off emails that remind recipients of the advantages of the model.
Tip: Don’t rush to delete inactive subscribers. As a substitute, use win-back campaigns to regain their consideration. Within the course of, check completely different approaches to segmenting your inactive viewers.
Instruments and approaches to profitable e mail advertising and marketing
Deal with the fundamentals. Earlier than you optimize or enhance your campaigns, guarantee all the important thing points are arrange and dealing. It will keep away from widespread errors, which is able to assist the sustainable improvement of your e mail advertising and marketing campaigns. Listed below are sensible suggestions for constructing an efficient technique.
1. Arrange lifecycle triggers
Automated emails are the muse of a customized method. They guarantee interplay with prospects at each stage of their journey.
What to do:
- arrange welcome emails for brand new subscribers: For instance, a clothes model could ship a reduction coupon in its first e mail to encourage a purchase order;
- implement triggers for repeat gross sales: We observed you might be operating low on espresso capsules. Here’s a low cost in your subsequent order!
- launch re-activation campaigns for inactive subscribers: We miss you! Come again and get a reduction in your first order.
2. Develop a daily mailing calendar
Common correspondence is vital to staying in contact along with your viewers.
What to do:
- create a month-to-month or quarterly content material calendar: Embody new product critiques, vacation promotions, and useful suggestions;
- e mail at a frequency suited to the bottom’s exercise: If the viewers is lively, ship emails 1-2 occasions per week, however keep away from overloading the viewers.
3. Optimize contact assortment channels
Efficient contact assortment ensures a continuing movement of recent subscribers.
What to do:
- add interactive subscription kinds to your web site and blogs;
- use pop-ups with a novel provide, for instance: Get a free skincare guidelines!
- provide subscription bonuses, equivalent to reductions or entry to unique content material.
4. Examine and configure every part accurately: The technical half
The technical base ensures the supply of your emails to an individual’s inbox and to not their spam folder.
What to do:
- ensure SPF, DKIM, and DMARC are configured to your area;
- check all integrations with CRM and analytics platforms;
- use e mail supply verification instruments.
E-mail marketer’s code from Dmytro Kudrenko
Take away a number of key guidelines I observe to keep away from errors and create efficient campaigns:
- Optimize the contact lifecycle, quite than specializing in separate emails and campaigns.
- High quality is extra vital than amount. This is applicable to the scale and members of the database, helpful content material, messages’ frequency, “empty” messaging, and the photographs and textual content in your e mail designs.
- Knowledge is your finest ally. Analyze metrics, section your viewers, and discover the best message for the best individual on the proper time.
- Comply with ethics and legal guidelines. Work solely with contacts who’ve voluntarily subscribed to your emails. That is the premise of belief and long-term success.
Wrapping up
Let’s be sincere: e mail advertising and marketing shouldn’t be with out errors. However as an alternative of fearing or hiding them, you will need to see them as a chance for enchancment. As my expertise exhibits, key errors usually happen when speeding, forgetting the fundamental rules, or making the incorrect alternative of technique.
Don’t be afraid to experiment and study from your personal expertise. E-mail advertising and marketing is mainly about technique, flexibility, and a willingness to adapt to vary. Apply the approaches described on this article to keep away from errors and switch every e mail right into a instrument for reaching outcomes.