One email to a list or a segment, sent once. A product launch, a restock, a seasonal offer, an event, or something worth telling people that has nothing to sell in it at all.
Flows handle behaviour. Campaigns handle news. A shop needs both, because a list that only ever hears from automation slowly forgets there is a person behind it.
Copy written from a short brief, built into your template, segmented properly, proofed, test sent, scheduled, and then reported on with the numbers that matter.
Segmentation is the part that changes the result most. The same email sent to the right third of a list usually earns more than sending it to everyone, and costs you fewer unsubscribes doing it.
Two to four a month suits most small shops. Enough to stay familiar, few enough that every send has a reason.
Volume without value is now actively punished: Gmail’s subscription manager lists the senders you can leave, sorted by how much they send, heaviest first. More on that in what changed in the inbox.
The rhythm question for smaller shops is worked through in the small business guide.
A sentence on what the email is about, the product or link, and any date that matters. If there are images, whatever you already have is usually fine.
Everything else, including the subject line, the segment and the send time, is mine to decide unless you want a say. Turnaround is normally two working days from brief to test send.
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