Top 10 Email Marketing Must-Haves

9. A never-purchased series: While most of your subscribers will have likely made at least one purchase from your brand, you will have some that haven't. Identify how long it takes, on average, for a customer's first purchase, then segment your nonpurchasers who are past this average and message them with an offer to drive their first purchase. You can see a 5 percent to 10 percent lift in conversion with this strategy, Pfeiffer said.