February 17, 2025
Glossary
| Term | Definition |
|---|---|
| A/B Testing | A method of comparing two versions of an email to see which performs better. |
| Click-Through Rate (CTR) | The percentage of recipients who click a link in the email. |
| Conversion Rate | The percentage of recipients who complete a desired action, such as making a purchase. |
| HubSpot | A marketing and CRM platform used for email campaigns and automation. |
| Open Rate | The percentage of email recipients who open a given email. |
| Segmentation | Dividing your email list into smaller groups based on specific criteria. |
| Statistical Significance | A measure that determines whether the result of a test is likely due to chance or a specific variable. |
| Subject Line | The line of text displayed in an inbox that encourages the recipient to open the email. |
| Call-to-Action (CTA) | A prompt in the email that encourages the user to take an action such as “Shop Now.” |
| Email Variation | A different version of the same email used in an A/B test. |
Table of contents
Introduction: Why A/B Testing Still Dominates Email Strategy
Despite changing privacy rules, algorithm updates, and shifting customer behaviors, one tactic remains irreplaceable in email marketing: A/B testing. Done right, it doesn’t just improve metrics—it uncovers the psychology of your audience.
If you’re using HubSpot, you’re already equipped with one of the most powerful platforms for A/B testing. But tools don’t drive results—strategy does. This guide shows you how to make HubSpot work harder for your email marketing through targeted, statistically sound A/B testing.
The HubSpot Email A/B Testing Framework
1. Define Your Test Objective
Don’t start with a template. Start with a question:
- Do I want to improve open rates?
- Increase CTR?
- Boost revenue per email?
Common Goals & Matching Variables:
| Goal | Test Variable |
|---|---|
| Improve Open Rate | Subject line, sender name |
| Increase Click-Through | CTA text, image, button color |
| Reduce Unsubscribes | Content tone, email frequency |
| Raise Conversion Rate | Offer type, landing page URL |
Start with ONE goal. Make it measurable.
2. Choose One Variable to Test
A/B testing fails when you try to test everything at once. Here are high-impact variables to prioritize:
| Element | Examples |
|---|---|
| Subject Line | Personalized vs. generic |
| CTA Button | “Buy Now” vs. “View Offer” |
| Email Layout | Image first vs. text first |
| Send Time | Morning vs. evening |
| Offer Type | Discount vs. free shipping |
Only test one of these at a time per campaign. Document your hypothesis: “If we use a first-person CTA, we expect a higher CTR.”
3. Segment & Randomize Your Audience
Split your audience into random but equal segments. HubSpot allows easy automation here:
- Version A: 50%
- Version B: 50%
- Optional: Send the winning version to the remaining list.
Pro Tip: Ensure both segments have similar list health (e.g., open history, engagement recency) for an accurate comparison.
4. Determine Sample Size & Significance Threshold
HubSpot’s built-in calculator helps, but here’s a quick rule:
- Under 10,000 recipients? Test with 50%, send the winner to the rest.
- Over 10,000? You can test with 10–30% and expand from there.
Aim for 95% confidence level in your results—meaning you’re 95% sure the winning variation didn’t win by chance.
5. Set the Right Duration
Timing can skew results. Let your test run long enough:
| Campaign Type | Minimum Test Duration |
|---|---|
| Flash Sale | 24 hours |
| Evergreen Campaign | 3–5 days |
| Weekly Newsletter | 48–72 hours |
Use HubSpot’s duration settings to enforce consistency.
6. Track the Right Metrics in HubSpot
Here’s what to track based on your objective:
| Metric | When to Use |
|---|---|
| Open Rate | Testing subject lines or sender names |
| CTR | Testing CTAs or images |
| Revenue Per Email | Direct sales-oriented emails |
| Click-to-Open Rate | Validates email content quality |
HubSpot’s visual reporting helps you monitor trends, not just isolated wins.
7. Analyze Results with Context
Once your test ends, don’t just declare a winner. Ask:
- Was the margin of improvement statistically significant?
- Did this result match previous tests?
- What user behavior did this variation tap into?
Document your results. Add learnings to your email strategy database.
8. Apply and Retest
Winning subject line? Great—test a variant.
Better click-through with button A? Now test its placement or color.
Turn isolated wins into systemic improvements by folding them into your global strategy.
9. Use A/B Testing Across the Funnel
Beyond just marketing emails, test:
- Transactional Emails: Order confirmations, shipping alerts
- Re-engagement Campaigns: Win-back offers, surveys
- Lead Nurturing: Education series, trial extension promos
Every email is an opportunity to learn and optimize.
FAQs: A/B Email Testing in HubSpot
Q1: How long should I run an A/B test?
At least 24 hours for basic tests. For high-stakes campaigns or large segments, run for 3–5 days.
Q2: How do I choose what variable to test?
Start with what aligns to your main metric: subject lines for open rates, CTAs for click-through, and so on.
Q3: What’s the ideal sample size?
Use 10-50% depending on your total list. Larger lists allow smaller samples.
Q4: Can I A/B test multiple variables at once?
Not recommended unless you’re running a multivariate test. Stick to one variable per test for clarity.
Q5: What if my test shows no clear winner?
You may need a larger sample or a more pronounced difference in variables. Try again with sharper contrasts.
Q6: How often should I A/B test?
Continuously. Test something new in every campaign—email subject, design, CTA, or send time.
Final Thoughts
A/B testing isn’t just a technical feature—it’s a mindset. In a competitive email landscape, the brands that win are the ones who test, learn, and improve relentlessly.
HubSpot makes it easy to set up, execute, and analyze tests, but it’s your strategy that turns data into results.
Need help setting up a winning A/B strategy? Blossom Ecom specializes in data-driven email marketing for Shopify and DTC brands. Let’s build your next best campaign.
Need help implementing this?
Let us take the hassle of managing your email marketing channel off your hands. Book a strategy call with our team today and see how we can scale your revenue, customer retention, and lifetime value with tailored strategies. Click here to get started.
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<p>Glossary of SMS Marketing Terms Term Definition Klaviyo SMS A built-in SMS marketing feature within Klaviyo that allows brands to send targeted text messages and integrate them with email campaigns. SMS Consent Legal opt-in confirmation from a user allowing the brand to send promotional text messages. Landing Page A dedicated standalone web page created for […]</p>
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Why Klaviyo SMS Crushes Other SMS Providers (And How Ignoring It Costs You Revenue)
<p>Glossary of SMS & Klaviyo Terms Term Definition Klaviyo SMS A built-in SMS marketing feature in Klaviyo that allows direct messaging, tracking, and automation using first-party data. Third-Party SMS Providers External platforms (e.g., Postscript, SMSBump) that send texts but don’t integrate deeply with Klaviyo data. Cookie Tracking When a user clicks an email or SMS, […]</p>
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10 Klaviyo Strategies That Drove Over $50 Million for Our Clients
<p>Glossary of Terms Term Definition Klaviyo An email and SMS marketing platform designed for eCommerce brands to automate, personalize, and analyze customer communication. Automation Flow A sequence of pre-set messages triggered by specific user actions like purchases, form fills, or cart abandons. Segmentation The act of dividing your email/SMS list into groups based on behavior, […]</p>
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Email Marketing Management for eCommerce: A Real Guide
<p>Glossary of Key Email Marketing Terms Term Definition Email Marketing Management The process of planning, executing, analyzing, and optimizing email campaigns and automations to meet business objectives. Campaign A one-time email blast sent to a list or segment, typically tied to a specific event or offer. Automation (Flow) A pre-configured series of emails triggered by […]</p>
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Email Marketing 101: How to Create Emails That Convert
<p>Glossary of Key Email Marketing Terms Term Definition CTA (Call-to-Action) A button or link prompting users to take a specific action like “Buy Now” or “Read More.” Click-Through Rate (CTR) The percentage of email recipients who clicked on one or more links in your email. Open Rate The percentage of recipients who opened your email. […]</p>
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Shopify Email Marketing: Campaigns + Automations That Actually Grow Sales
<p>Glossary of Key Email Marketing Terms for Shopify Merchants Why Shopify Email Marketing is a Non-Negotiable in 2025 Email isn’t dead—it’s your most profitable channel. It’s not just for pushing out promos; it’s your always-on sales engine. Here’s why email is mandatory: Metric Performance ROI $36 for every $1 spent Open Rates (Transactional) 50–80% Cart […]</p>
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7 eCommerce Trends to Watch in 2025
<p>Glossary Term Definition M-commerce Mobile commerce, or shopping via smartphones and tablets. AI (Artificial Intelligence) Technology enabling automated learning and decision-making. Social Commerce Shopping directly on social media platforms like Instagram or TikTok. Personalization Tailoring content or offers based on individual user data or behavior. Visual Commerce Using interactive visuals, AR, or UGC to improve […]</p>
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The Complete Guide to Winning at B2B eCommerce in 2025
<p>Glossary Term Definition AOV (Average Order Value) The average dollar amount spent per order. CLV (Customer Lifetime Value) The projected revenue from a customer over the entire relationship. ERP (Enterprise Resource Planning) Software for managing daily business operations. CRM (Customer Relationship Management) Software used to manage customer data and relationships. Net Terms Payment terms that […]</p>
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Answering YOUR Email Marketing Questions
<p>Glossary Term Definition GDPR A regulation protecting personal data and privacy in the EU. CAN-SPAM A US law governing commercial email and ensuring recipients can opt out. Open Rate Percentage of recipients who open your email. CTR (Click-Through Rate) Percentage of people who click a link inside the email. A/B Testing Sending two versions of […]</p>
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What Is Email Marketing and Why Does It Work So Well?
<p>Glossary Term Definition CTR (Click-Through Rate) Percentage of recipients who clicked a link in your email. ESP (Email Service Provider) A platform for creating, sending, and managing email campaigns. Segmentation Dividing your email list into groups based on behavior or demographics. Personalization Tailoring content to individual subscribers using their data. Automation Triggered emails sent based […]</p>
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5 Steps Toward a Successful Email Marketing Campaign
<p>Glossary Term Definition CTR (Click-Through Rate) The percentage of email recipients who clicked on a link in the email. A/B Testing Comparing two versions of an email to see which performs better. ESP (Email Service Provider) A platform like Klaviyo or Mailchimp that helps manage email campaigns. Responsive Design An email layout that adapts to […]</p>
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8 Proven Strategies to Build Your Email Marketing Lists in 2025
<p>Glossary Term Definition ESP (Email Service Provider) A platform used to manage, send, and track email marketing campaigns. Gated Content Valuable digital content made accessible only after providing an email address. UGC (User-Generated Content) Content created and shared by users that promotes a brand organically. CTA (Call-to-Action) A prompt in marketing encouraging a specific action, […]</p>
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How to Supercharge Your Social Media with Email Marketing
<p>Glossary Term Definition Email Campaign A structured email message sent to a list with a specific goal. CTA (Call-to-Action) A prompt encouraging recipients to take an action (e.g., click, follow). UGC (User-Generated Content) Content created by customers and shared on social media. Referral Program A system offering rewards for customers who refer others to a […]</p>
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The No-B.S. Guide to Ecommerce Email Marketing
<p>Glossary Term Definition ROI (Return on Investment) The profit gained from email campaigns relative to cost. CTA (Call-to-Action) A prompt in an email encouraging users to take a specific action. Segmentation Dividing your email list into groups based on behaviors or attributes. Flows Automated emails triggered by customer actions or milestones. Campaigns One-off email blasts […]</p>
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How Email Can Power Your Customer Loyalty
<p>Glossary Term Definition First-Party Data Data collected directly from customer interactions with your brand. Zero-Party Data Information that customers willingly share, such as quiz results or preferences. Dynamic Content Personalized content that adapts based on user behavior or profile. Milestone Campaign Automated emails triggered by key customer events or achievements. Email Flow A series of […]</p>
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How Much Does Email Marketing Cost in 2025?
<p>Glossary Introduction Email marketing isn’t just an optional add-on to your digital strategy—it’s foundational. But the question every eCommerce operator has: How much does it really cost to run effective email campaigns? The answer? It depends. In this guide, we’ll unpack every factor influencing your email marketing costs, from platform fees to creative execution. We’ll […]</p>
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Email Marketing 101: How to Create Emails That Convert
<p>Glossary of Key Email Marketing Terms Term Definition CTA (Call-to-Action) A button or link prompting users to take a specific action like “Buy Now” or “Read More.” Click-Through Rate (CTR) The percentage of email recipients who clicked on one or more links in your email. Open Rate The percentage of recipients who opened your email. […]</p>
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Create a Winning Welcome Email Strategy
<p>Your Welcome Email Cheat Sheet ✅️ Welcome Email Strategy: A series of automated emails sent to new subscribers post-signup. ✅️ Open Rate: The percentage of recipients who opened your email. ✅️ CTR (Click-Through Rate): The percentage of recipients who clicked a link inside your email. ✅️ CTA (Call to Action): A direct instruction (button or […]</p>
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How to Revitalize Your eCommerce Sales in the New Year
<p>Glossary Introduction January isn’t just about resolutions—it’s a strategic window for ecommerce growth. Customers are energized by a fresh start and looking for brands that align with their goals. By leveraging New Year momentum, brands can attract, engage, and retain more customers. This guide breaks down five high-impact strategies (plus a bonus optimization tip) to […]</p>
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Customer Survey Emails: Finding the REAL Reason People Aren’t Buying
<p>📃 Glossary of Terms Term Definition Customer Survey Email A message sent to customers requesting feedback via a questionnaire, often linked to a form. Response Rate The percentage of recipients who complete the survey out of the total who received the email. Buyer Persona A fictional representation of your ideal customer based on data and […]</p>
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E-commerce Email Marketing: Dos, Don’ts, and Essential Tips for CBD Brands
<p>E-commerce Email Marketing has become a crucial tool for businesses looking to engage customers, drive conversions, and build lasting relationships with their audience. Quick Reference Guide ✅ Email FlowA series of automated emails triggered by specific user actions (e.g., signing up, purchasing, abandoning cart). ✅ CTR (Click-Through Rate)The percentage of recipients who clicked on at […]</p>
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The Ultimate Crash Course Email Marketing for E-commerce Store
<p>Email Marketing for E-commerce stores is one of the best ways to grow your business these days. 🔍 Quick Reference Guide ✅ Email FlowAn automated sequence of emails triggered by customer actions (e.g., signup, purchase, cart abandonment). ✅ Trigger-Based EmailAn email sent based on a specific event, like a user abandoning a cart or signing […]</p>
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3 Retention Metrics You’re Measuring Incorrectly + Strategies to Fix Them
<p>Tracking these 3 retention metrics will provide valuable insights into customer loyalty and help you refine strategies to boost long-term business growth. Glossary of Terms Term Definition RPR (Repeat Purchase Rate) The percentage of customers who make a second purchase after their first. CLV / LTV (Customer Lifetime Value) The total gross margin (not revenue) […]</p>
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How to Measure the Success of Your Email Marketing Strategy
<p>An effective email marketing strategy is essential for growing your brand, increasing engagement, and driving conversions through personalized and targeted campaigns. Glossary of Terms Term Definition CRM Customer Relationship Management – the system and strategy for managing customer interactions and data. CLV Customer Lifetime Value – the total revenue a customer generates over their relationship […]</p>
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How to Run A/B Tests in Email Marketing
<p>A/B tests in email marketing allow you to experiment with different elements to refine your campaigns and achieve higher engagement and better results. Glossary of Terms (Quick Reference) Term Definition A/B Testing Comparing two email versions to measure performance of a single variable Conversion Rate (CVR) % of users who take a desired action (e.g. […]</p>
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9 Pillars of Email Marketing Success
<p>Mastering the 9 pillars of email marketing is crucial to running successful campaigns that drive engagement, conversions, and lasting customer relationships. Glossary of Email Marketing Term Term Definition ESP Email Service Provider (like Klaviyo, Mailchimp, or ActiveCampaign) Flows Automated email sequences triggered by behavior (e.g., sign-up, purchase) AOV Average Order Value CLV Customer Lifetime Value […]</p>
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Rethink Customer Loyalty: 7 game-changing strategies to retain customers
<p>Implementing 7 game-changing strategies to retain customers can foster loyalty and build long-term relationships that benefit your business. 🔍 Glossary of Terms Term Simple Definition Customer Retention Keeping customers coming back to buy again instead of losing them. LTV (Lifetime Value) How much money a customer is expected to spend with your brand over time. […]</p>
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Good Email Marketer vs Bad Email Marketer
<p>Understanding the key differences between a good email marketer and a bad one can help refine your strategies and achieve higher engagement and conversions. 🔍 Glossary of Terms Term Definition CAC Customer Acquisition Cost: What it costs to acquire one paying customer CLV / LTV Customer Lifetime Value: Revenue expected from one customer over their […]</p>
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What is MMS and Why You Should Start Now
<p>Glossary: Key MMS Marketing Terms Term Definition MMS (Multimedia Messaging Service) A messaging protocol that supports the delivery of images, videos, audio, and rich text via mobile SMS (Short Message Service) Traditional text messages limited to 160 characters and no media support CTIA The U.S. wireless industry’s trade group, regulating best practices for SMS/MMS marketing […]</p>
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Why SMS is the Marketing Channel of the Future
<p>SMS marketing is quickly becoming the go-to channel for businesses due to its high engagement rates, instant delivery, and direct connection with customers. Quick Glossary: SMS Marketing Terms You Need to Know Term Definition SMS Short Message Service – 160-character text-based messages sent to mobile phones MMS Multimedia Messaging Service – allows sending images, videos, […]</p>
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EDM Marketing vs Email Marketing: What’s the Difference?
<p>EDM Marketing Vs Email Marketing are often used interchangeably, but they have distinct differences that can impact your marketing strategy. Quick Reference: Key Terms & Definitions Term Definition EDM Marketing Electronic Direct Mail – a campaign-based strategy built around personalized, segmented, and behavior-driven email content Email Marketing A broader communication strategy using email to deliver […]</p>
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Case Study: How Smart Klaviyo Email Segmentation Boosted Conversions by 323%
<p>Klaviyo email segmentation helps you send tailored campaigns that resonate with customers and significantly boost engagement and conversions. Key Concepts to Know Term What It Means Segmentation Breaking your list into smaller groups based on behavior, lifecycle, or demographics Deliverability Your ability to land in the inbox—not spam Modular Email Design Template system using reusable, […]</p>
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6 Marketing Strategies to Future-Proof Your Marketing
<p>These 6 marketing strategies will help you boost business growth, enhance visibility, and drive customer engagement. Foundational Terms Term Definition Zero-Party Data Data explicitly shared by customers (e.g. quiz answers, preferences) RFM Modeling Scoring model based on Recency, Frequency, and Monetary value of purchases First-Party Data Behavioral data collected directly (e.g. site visits, email opens) […]</p>
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Mastering Klaviyo Email Design: 11 Tips That Actually Work
<p>Klaviyo email design allows you to create visually stunning campaigns that boost engagement and improve conversion rates. 🔍 Understanding the Terms ✅ KlaviyoA leading email and SMS marketing platform built for eCommerce businesses (especially Shopify, WooCommerce, and BigCommerce). ✅ CTA (Call-to-Action)A button or link that directs a user to take an action (e.g., “Buy Now,” […]</p>
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How to Customize Shopify Email Templates Quickly and Efficiently
<p>Glossary of Email Design & Shopify Terms Term Definition Liquid Shopify’s open-source template language used to pull dynamic data into emails (e.g., {{ customer.first_name }}). MJML (Mailjet Markup Language) A framework that simplifies the creation of responsive, cross-client HTML emails. React Email A modern way to code dynamic, component-based emails using React syntax. Email Client […]</p>
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The Next Frontier of E-Commerce: What’s Coming and How to Prepare
<p>The frontier of e-commerce is marked by innovative technologies and trends that are revolutionizing the future of online retail. Glossary of Terms Term Definition AI (Artificial Intelligence) Computer systems that mimic human intelligence to automate decision-making and improve personalization. Machine Learning A subset of AI where systems learn from data patterns to improve future performance—used […]</p>
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Three Steps to Increasing Your Marketing Email Open Rates
<p>Glossary of Email Marketing Terms Term Definition Open Rate The percentage of recipients who open your email. Calculated by (unique opens ÷ total delivered emails) × 100. Sender Reputation A score assigned by inbox providers (like Gmail) based on your sending habits, list health, and engagement. Segmentation Breaking your email list into sub-groups based on […]</p>
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Best Practices for Optimizing Email Flows with Klaviyo
<p>Optimizing email flows with Klaviyo helps streamline automation, increase engagement, and improve conversions through tailored email strategies. Glossary of Terms Term Definition Email Flow A series of automated emails triggered by customer behavior (e.g. abandoned cart, post-purchase, signup). Segmentation Grouping your subscribers based on shared traits or actions to send more targeted messages. Dynamic Content […]</p>
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Email Marketing ROI: The Most Reliable Revenue Engine You’re Not Fully Using
<p>Quick Reference Guide Email Marketing ROI ✅ Email FlowAn automated sequence triggered by a customer action (e.g., signup, purchase, abandonment). ✅ CTR (Click-Through Rate)The percentage of recipients who click a link in your email. ✅ Open RatePercentage of recipients who opened your email. ✅ SegmentationDividing your list into smaller groups based on behavior, demographics, or […]</p>
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Conquering the Gmail Inbox: How to Keep Your Emails Out of the Junk Folder
<p>Conquering the Gmail Inbox is key to boosting productivity with effective email organization, sorting, and management techniques. Understanding the Terms ✅ Email DeliverabilityThe ability of an email to land in a subscriber’s inbox instead of the spam folder. ✅ SPF (Sender Policy Framework)A DNS record that verifies which servers are allowed to send email on […]</p>
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Refreshed Blog: “SMS Marketing for E-commerce: A Straightforward Guide”
<p>SMS Marketing for e-commerce is a powerful tool to engage customers instantly, increase conversions, and create personalized experiences that drive sales. 🔍 Glossary of Terms Term Definition SMS (Short Message Service) Text-only messages up to 160 characters sent to a user’s phone. MMS (Multimedia Messaging Service) Text messages that include images, videos, GIFs, or audio. […]</p>
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