HOW TO 2X YOUR EMAIL OPEN RATE AND CTR

Summary from the TLDR Marketing newsletter

Start with a “base sending segment” (BSS) of highly engaged subscribers, defined as those who signed up in the last 10 days, opened an email in the past 30 days, or clicked in the past 60 days. Email only this group in week one, then expand the criteria each week for 4 weeks to gradually include less-recently engaged subscribers. This phased approach strengthens engagement, inbox placement, and sender reputation so more messages land in primary folders instead of promotions, with results often showing a 20-30% lift in opens and clicks. Avoid blasting your full list during this period to maintain deliverability.