Blog
Practical articles on email marketing and email design
List Segmentation: Seven Segments Almost Everyone Needs
Demographic segmentation works badly; behavioural segmentation works well. Seven segments built from data you already have, and what to send each one.
Mailvex · 6 min read
Email Deliverability: Five Thresholds Where Problems Begin
Deliverability is decided by recipient behaviour rather than by the content of an email. Five metrics with concrete thresholds and what to do when you cross them.
Mailvex · 6 min read
The Promotional Email: Seven Blocks and Why the Offer Decides Everything Else
A promotional email has about three seconds on the first screen. Seven blocks, the order they go in, and the mistakes that kill conversion before anyone scrolls.
Mailvex · 6 min read
Digests and Newsletters: Five Formats and Why Fewer Items Work Better
A digest of ten links gets scrolled; one with three gets read. Five formats, the structure of the email and the metric worth judging a newsletter by.
Mailvex · 6 min read
Email for a Retail Store: Eight Emails That Bring People Through the Door
In retail an email does not end with an online purchase — the person has to reach the store. Eight emails and why loyalty points outperform discounts.
Mailvex · 6 min read
Email for Events: Nine Emails and the Gap Between Registration and Attendance
Registering for a free event costs nothing, so it commits to nothing. Nine emails and which of them actually moves attendance.
Mailvex · 6 min read
Email for a Beauty Salon: Eight Emails and the Treatment Cycle
In salon business the client returns not because of a discount but because of a deadline: colour lasts a month, nails three weeks. Eight emails and how to fit them to the cycle.
Mailvex · 6 min read
Email for Food Delivery: Eight Emails and the Role of Send Time
In food delivery a decision takes minutes and always in the same window. Eight emails and why an email at 3pm is useless while one at 5:30pm works.
Mailvex · 5 min read
Email for a Clothing Store: Eight Emails and Working with Returns
Fashion sees more abandoned carts than any other category, and size drives most returns. Eight emails and how an email can lower your return rate.
Mailvex · 6 min read
Email for SaaS: Nine Emails That Fight Churn Rather Than Sell
In SaaS the product sells and the email delivers people to the moment value becomes obvious. Nine emails and why a failed-payment notice beats any promotion.
Mailvex · 6 min read
Email for a Real Estate Agency: Eight Emails Across a Year-Long Cycle
Months pass between first enquiry and deal, and the next purchase comes years later. Eight emails and what actually keeps a list alive in between.
Mailvex · 6 min read
How to Export an Email and Load It into Any Sending Platform
Exported HTML pastes into any sending platform, but the import can break things. Four upload methods and eight checks to run afterwards.
Mailvex · 6 min read
Email for an Online School: Nine Emails from Lead Magnet to Second Course
In education an email decides not only the sale but completion of the course. Nine emails by stage, and why lesson reminders matter more than another promotion.
Mailvex · 5 min read
How an Agency Runs Email for Several Clients
Any process works with one client. With eight you get brand mixing, repeated work and edits arriving as screenshots in a chat. What breaks and how to fix it.
Mailvex · 6 min read
How to Build an Email Without a Designer or Developer
A step-by-step look at building a brand-consistent email single-handed: what is fully automated, what is merely easier, and where a specialist is still required.
Mailvex · 5 min read
A/B Testing Email: When It Is Possible and How Not to Fool Yourself
A test on two hundred recipients with a three percent difference is not data, it is noise. What list size a valid test needs and what to do without one.
Mailvex · 6 min read
How to Measure Email Campaigns: Eight Metrics and Why Open Rate No Longer Works
Open rate stopped being reliable because of Apple mail privacy protection. Eight metrics you can trust and the thresholds for each email type.
Mailvex · 5 min read
Responsive Email: Why "Made for Mobile" and "Mobile-First" Are Different Things
More than half of emails are opened on a phone. The difference between responsive and mobile-first, eight concrete values and the code that stacks columns.
Mailvex · 5 min read
Email Marketing for an Online Store: The Full Map and Launch Order
Automated flows deliver 41% of email revenue from 5.3% of sends. Here is the complete map of an online store email programme and the order to build it in.
Mailvex · 5 min read
AI in Email Marketing: What Works and What Vendors Are Selling
Two thirds of marketers already use AI in email. Here is which jobs it genuinely handles and where the published numbers do not survive scrutiny.
Mailvex · 5 min read
The Pre-Send Checklist: 20 Checks in 15 Minutes
A sent email cannot be recalled. Twenty checks that catch almost every routine mistake, from a broken link to Gmail clipping.
Mailvex · 5 min read
Dark Mode in Email: Three Client Behaviours and What to Do About Them
Over a quarter of emails are opened in dark mode, and nearly half of those opens end within two seconds. Here are the three inversion models and the code that tames them.
Mailvex · 5 min read
Transactional Emails: The Most Read and the Most Neglected
Order confirmations are opened 60–70% of the time, more than any campaign. Almost nobody designs them. Here is the structure and the legal boundary.
Mailvex · 5 min read
Re-engaging Dormant Subscribers: Why Cleaning the List Matters More Than Winning Them Back
You will win back between 3 and 12% of inactive subscribers. That is not the main value: re-engagement protects deliverability for the rest of your list.
Mailvex · 4 min read
The Welcome Series: Three Emails That Decide a Subscriber’s Fate
Automated flows deliver 41% of email revenue from 5.3% of sends. How to build a welcome series and why open rate is no longer a metric you can trust.
Mailvex · 4 min read
The Abandoned Cart Email: Timing, Structure and the Numbers Worth Trusting
Seven carts in ten are abandoned, and almost half of those to unexpected extra costs. When to send the reminder, what to put in it and which numbers to measure against.
Mailvex · 5 min read
Bringing Every Email in Line with Your Brand: A System Instead of Manual Colour Matching
Brand books are written for websites and print, and half the rules do not survive in the inbox. What transfers directly, what needs adapting, and how to build a design system for email.
Mailvex · 5 min read
From Figma to Email: Why Export Does Not Work and What to Do Instead
Figma export produces markup email clients cannot use. Here is why, and three approaches that actually work — including layout recognition from a screenshot.
Mailvex · 5 min read
Gmail Clips Emails at 102KB: Why It Breaks Your Open Rate and How to Stay Under the Limit
Gmail hides everything beyond 102KB, including your open-tracking pixel. Here is what inflates an email and how to cut the weight without losing the design.
Mailvex · 4 min read
The Word Engine in Outlook: What Actually Ends in October 2026 and How to Code Emails Now
Many articles claim Microsoft retires the Word engine in October 2026. In reality support for Office 2021 ends, while classic Outlook lives until at least 2029. Here are the dates and the code.
Mailvex · 5 min read
Email marketing for startups without hiring a specialist
Launch professional emails without hiring a designer or email specialist: AI builds a brandbook from a survey in a minute, suggests copy and images, and checks protect you from spam. All in one tool.
Mailvex Team · 5 min read
A tool for email designers and agencies
Run multiple brands and clients in one place: shared brandbooks and blocks for the team, client roles, block-level comments for review, and public preview links — turning the approval cycle from days into hours.
Mailvex Team · 5 min read
How to boost your email open rate: 7 data-backed tactics
The average open rate in 2025 is around 43%, but the metric is distorted by Apple privacy. Here's what really drives opens: subject length, preheader, emoji, segmentation — with percentages from research.
Mailvex Team · 7 min read
An AI email builder for marketers
Build branded emails without a designer or coding: your brandbook is applied automatically, AI helps with copy and images, and the finished email exports to any email service provider.
Mailvex Team · 5 min read
Email campaign metrics: what to measure in 2025
Since Apple's privacy changes, open rate is inflated by 15-35% and no longer reliable. Here are the email metrics worth tracking: CTR, CTOR, conversion, revenue per email, deliverability — with formulas and healthy ranges.
Mailvex Team · 9 min read
How to structure an eCommerce promo email that sells
Automated emails drive 41% of email revenue from just 5% of sends. Here's how to build a promo email for online stores: structure, CTA above the fold, abandoned cart ($3.65 per recipient) and the welcome series.
Mailvex Team · 8 min read