🪤Why send more behavior-based emails in 2025?

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Happiest of Mondays to ya. I’m feeling fresh and rested, hope you are too. Some of you are getting extra rest if you’re off for Dr. King’s holiday.

On tap today are key findings from a new email benchmarks report from MoEngage based on email sends from their customers — “1,350+ global consumer brands across 60 countries, powering digital experiences for over 1 billion customers every month.”

Then, go knee-deep in our Monday’s Marketing News section.

(Appetizer: Listen to 20 seconds of this article to see why AI-generated audio is embarrassing - and disrespectful)

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What Do You Need to Know About Optimizing Email Campaigns in 2025?

Download the full report here if you like. 

11 keys that stood out to me are below.

#1 Basic personalization with one puny data point is no longer enough in email marketing

#2 Behavior-based email personalization has started performing equally well or better than journey-based emails

#3 Decline in broadcast email performance across most metrics 

#5 A 60.7x increase in conversion rates for behavior-based emails compared to broadcast emails

#6 Leverage first-party data and personalization and strong deliverability tactics

#7 Financial Services’ average open rates decreased from 29.28% to 27.42% | average CTORs increased from 9.07% to 13.44%

#8 Average conversion rates jumped from 10.01% to 12.18%, while average open rates dropped from 34.43% to 25.78% for the Media & Entertainment industry

Experts, such as Monica Mahale, Director of Product Marketing, and Josie Garcia, Sr. Deliverability Consultant, emphasize the importance of real-time content.

#9 Email campaign success can be affected by holiday seasons, tax seasons… even new TV seasons

#10 Maintaining a high email domain reputation boosts inbox placements and helps avoid spam folders

#11 Embrace unsubscribes (they’re better than spam complaints)

Wait. There’s more.

Does Email Campaign Timing Matter?

Not like you think. This report goes into the best days to send. But like all other “best time to email” tips - they’re caveated by “it depends on your audience.” However…

Timing based on the month does ring true.

Examples in the report:

⏰May is a strong month for retail due to U.S. tax refunds

Keep in mind many Americans get their tax refunds way earlier than May by using “refund loans” from the likes of H & R Block and local high-interest loan companies. Most people who receive a healthy tax refund, that money is burning a hole in their pocket. I can tell you that from watching the checks get cashed at a friend’s check-cashing business (yes, paper tax refund checks are still common).

How much is a “healthy” refund? $5000 to $7000. I’ve seen my buddy cash refund checks of almost $10K back in the day. No LOL. 

⏰June is a month when open rates often drop due to summer vacations and outdoor activities

This timing is not some wild guess or based on “your unique audience.” It’s common sense but worth noting so you don’t waste promotions when folks are laying on a beach.

⏰Financial Services → the best days to send emails are Sundays

This rings true to me based purely on anecdotal evidence. Sunday is a day of rest. Of quiet time. Not like it used to be with today’s “always-on culture,” but tradition’s residue remains. Plus, think about every TV show or movie you’ve ever seen with someone reading financial news. They have their legs propped up with nothing going on around them - a lazy Sunday vibe. Or maybe that’s only in my mind. You be the judge.

Bonus tip in the report: Make your unsubscribe message less serious. Be self-deprecating, irreverent, and non-corporate. Examples below…

Here's 3 more non-corporate, “anti-suit” unsubscribe messages I came up with for you to swipe and tweak.

1. “Want to unsubscribe? Good. I don’t even know who you are anymore. Don’t let the door hit you on the way out. P.S. Can you get your cute friend to subscribe?”  

2. “Unsubscribe — just know it’ll force us into buying no-name treats for the company pups, Addie and Chase.” (a photo of your pups will help).”

3. “Unsubscribe. It’s ok. I only poured my heart and soul into this newsletter the past 7 years. And I guess remaining a virgin as a sacrifice to this work was a waste of my time. Goodbye.”

I appreciate you reading. Please share Inbox Hacking with your people. Talk to you Wednesday.

Shane McLendon - Copy Kingpin of Inbox Hacking

Bonus: Flow state: 3 steps to getting there (from a neuroscientist)