It’s Kate from Selzy here.

Let’s play a game. Here’s the subject line of an email: “20% off our bestsellers!”

Now, who should get it?

If you said “all of the above,” I totally get it. What’s wrong with blasting the same promo to the entire list? It’s bound to work on someone, right?

But that’s like offering a first date a key to your apartment — it’s too much, too soon and kinda weird.

Your audience isn't one monolith. They're on different stages of relationships with your brand, so treating everyone the same is leaving money on the table.