5 tips for structuring your lists
- Use only one main list and segment within it. This way you maintain an overview of your list.
- Add a source tag to your subscriber when they join your list. That way, when your list gains volume, you’ll know where the different subscribers are coming from.
- End your segments. When a subscriber automatically moves from one segment to another, it’s a good idea to unsubscribe the subscriber from your original segment. This way, you ensure that your segments are up to date.
- Tag your high-value customers! If you know who your best customers are, either by number of orders, order value or visits to your website, then tag them. This can be done automatically, and that way you know which of your contacts are high-value customers.
- Take inactive subscribers and try to reactivate them (you can read more about this below).
It doesn’t make sense to have subscribers on your list who never open your emails. In addition to affecting your key figures, you are also paying for your solution with your email platform, which in most cases is tied to the number of subscribers you have.
Now your lists are structured and you can get started on the content of your emails.
3 signs that your emails are ending up in the spam filter
Your average unique open rate is below 20%
If your open rate is below 20% on average across flows and campaigns, then there is reason to be concerned. First, your flows should automatically increase your open rates significantly, as emails triggered by a behavior (welcome, abandoned cart, etc.) typically have high technical numbers. Therefore, open rates of around 20% will be a sign that your emails may end up in spam.
Especially if you also take into account the latest Apple updates, which make most ESPs read that all users with Apple Mail open all emails (regardless of whether they do or not), as the ESP can no longer effectively track that, which should also raise your average open rates.
You can always expand your automated series with more emails, which is one way to scale. Another way is to expand the number of automations/flows. Many of the most popular email platforms have a catalog of options that are ready to go and set up.
At ASENTO, we focus on the smallest detail when we set up and work with the automated part of the email marketing setup. The detail that can determine whether the user buys via your email or not. That’s why we also spend the extra time analyzing the available data, which in combination with our experience from other cases, forms the basis for questions such as: When should my first abandoned cart email be sent out or whether you should use the first name of your user when sending out your emails.
However, we also know that manual emails are extremely relevant – especially if you use it to play your automated setup well. At the same time, it stimulates and activates your target group continuously, so that your company is top of mind the next time they need to buy garden buckets.
Of course, you can’t compare email marketing as a channel with other digital channels, but it is precisely the many users combined with the way of communicating with them that is the basis for the medium’s continued success . We typically see that it is companies’ absolute core target groups that are signed up for their email list, which gives them unimaginable opportunities to influence users in the direction that the company wants – without compromising the company’s identity.
Let’s take an example: MOS MOSH, as shown in the example below, does not compromise on their brand identity. They want to appear as a brand with control over the details, which in the example below is done with the brand’s colors and font, as well as content that is completely in their style.
So to summarize, you have the opportunity to reach your core target group with relevant content that fits your company’s style – what’s not to like?
The next step in the welcome automation is to get more data on the user, which is used in another automation. The angle here is that we want to get to know the user better, combined with the customer also getting extra value from it in the long term.
In each step of your automations, you also have the opportunity to access reports that review everything from the most standard key figures to advanced reports that report on performance from email domain to email domain, on a country basis and much more.
Your welcome automation is just the beginning of your Klaviyo adventure, where only your imagination sets the limits for how, when and how often you want to reach your target audience with messages that make them want to convert – here and now.
Dynamic segmentation
The data that you have and get on your permissions/subscribers can be used actively in your email efforts, regardless of whether it is in connection with your automated emails or the emails that you manually send out. You can use the data to create segments that allow you to create content in your emails that speaks directly to the recipient’s context. For example, it could be a segment with permissions that come from a pop-up on your website, which is typically a good source of new
Today’s buyers want:
✔ Fast and predictable deliveries : A significant 44% of European consumers abandon their shopping carts if the delivery time is too long.
✔ Real-time tracking updates : About 71% of customers prefer to shop with e-commerce companies that offer real-time tracking. And let’s be honest, “Where’s my order?” emails are annoying for everyone.
✔ Easy returns : 95 % of buyers are likely to buy again if their return experience is easy.
To achieve this, here’s what you need:
- Real-time data integration : Your carriers, warehouse, and e-commerce platform now require constant communication and coordination.
- Automated workflows : Reduce manual work and delivery errors.
- Multi-carrier delivery options : Have the flexibility to choose the best carrier for each order.
- Personalized tracking and notifications : Keep customers informed at every stage of delivery.
- Smart returns management : simplify returns without reducing your margins.
- AI-powered optimization : Use AI to save time, process orders faster, gain actionable insights, and make smarter shipping decisions.
Now that your goals are clear, it’s time to determine how to achieve them.
Automatically select the cheapest carrier for standard deliveries.
Offer express delivery only for high-value orders.
Route international orders through the most reliable carrier in each region.
The more automation you have , the less time you spend on manual tasks. This allows you to focus on other aspects of growing your business beyond managing shipments .
Step 6: Improve customer communication and follow-up experience
What do customers expect from the delivery process? It’s simple: transparency, reliability, and engagement. A well-designed post-purchase experience builds customer trust and loyalty . You may not be able to compete with Amazon’s prices, but you can definitely achieve higher levels of customer satisfaction. Here are some ways to give them the best possible experience:
- Take control of the post-purchase journey : Create a personalized tracking page where customers can check the status of their order instead of relying on carrier websites. This keeps the customer connected with your brand, not the carrier.
- Turn customers into promoters : Automate review requests after successful deliveries to encourage satisfied customers to leave positive feedback. Positive reviews give you credibility and encourage potential customers to take the plunge.
- Build a community around your brand : Engage with your customers on social media and at post-purchase touchpoints to build relationships that extend beyond the transaction. Add value to your brand with useful content and information and create a direct connection with your customers.
Ultimately, successful delivery isn’t just about speed, it’s also about communication and engagement with customers throughout their buying journey.
Step 7: Optimize returns management
A frustrating returns process can cost you customers. These tips will help you simplify it:
✔ Automate return labels : Offer automated return labels and a self-service returns portal to streamline the process. Simplifying returns and refunds builds customer confidence and encourages repeat purchases.
✔ Process refunds faster: Use AI solutions to detect and resolve delivery issues. You’ll save up to 80% of your time processing claims and reduce service disruptions.
✔ Balance free returns with fraud prevention: While 79% of shoppers prefer stores that offer free returns, you need to think about your own interests. In France, nearly 10% of returns are fraudulent . Therefore, it’s in your best interest to implement a flexible, reason-based free returns system to prevent this type of practice.
Ready to take action?
Customer expectations are rising, and conventional shipping strategies aren’t keeping up. Are you ready to optimize your shipping, reduce costs, and improve your customer experience? Connected Shipping is the future. Find a shipping platform that makes the entire system work together and take advantage of this new e-commerce standard.
Until now, shipping was a very simple process. All you had to do was pack the order, add a label, and hand it to the carrier. But things have changed: shipping is no longer just about getting a package from point A to point B. Today, customers demand ever-faster delivery , real-time tracking, and return options . Add to this the emergence of new challenges, such as rising shipping costs, international delivery, and the choice of carrier.
But don’t be discouraged! Parcel shipping can also be a growth engine. With the right strategy, you can reduce costs, build customer loyalty, and grow your business. Connected Shipping is the key.
Connected Shipping isn’t about adding tools to your process; it’s about making them work together while meeting customer demands. Connected Shipping gives you a more comprehensive view of your shipments.
Wondering how to transition from a conventional sending setup to a truly connected system? This guide will walk you through the key steps to get there. Let’s get started!Key elements of a Connected Shipping strategy
Before we talk about strategy, let’s talk about expectations . Because your tech stack won’t do much good if you don’t meet your customers’ expectations.
But that’s only the first part of the change. What will really boost your Connected Shipping strategy is harnessing the power of the right tools. In this article, you’ll find all the tools you need to achieve this.
Step 4: Optimize carrier selection and international deliveries
When choosing a carrier, don’t just compare shipping rates; analyze the total shipping cost as well . Otherwise, it’s like booking a flight based solely on the ticket price, and having to pay extra for baggage, seat selection, and more.
How to make a wise choice?
Instead, you need to find the correlation between the chosen carrier, the shipping cost, and the average customer rating for each carrier . A carrier with the lowest rates may actually cost you more due to delays, lost packages, or increased customer service workload . Use carrier performance reports, tracking data, and return rates to get the full picture. Learn more about total shipping costs here .
But choosing the right carrier isn’t just a matter of cost. It’s also about how you present the different options to your customers:
Your shipping strategy starts at checkout
This is the stage where the customer decides whether to complete their purchase or abandon their cart. The delivery options and fees you offer at this stage will determine the delivery experience.
- Offer the right delivery options : Customers want speed, flexibility, and affordability, so offering multiple delivery options (express, standard, or curbside ) can boost conversion rates.
- Be transparent about delivery costs and times : Unexpected fees or vague delivery estimates lead to cart abandonment . Clearly state delivery costs upfront and provide an estimated delivery date for each option.
However, the real challenge begins once the order is placed. It’s then your responsibility to ensure shipments arrive on time, via different carriers and to different countries.
Working with a single carrier is no longer enough
Depending on a single carrier leaves you vulnerable to delays, service interruptions, and price fluctuations . Successful businesses use multiple carriers to balance speed, cost, and reliability. Working with a single carrier doesn’t guarantee this flexibility.
Are you shipping goods abroad ? Since this is a more complex process, you also need to consider other features:
Dynamic and automated carrier selection: choose the best option for each order, adapting to local customer preferences .
Simplified customs management: Avoid unnecessary delays by automating HS codes and customs duty calculations.
Easier international returns: Offer local return addresses, prepaid labels, or international return centers . This will help you avoid high costs and increase customer confidence.
Step 5: Automate and optimize sending operations
Manual processes slow you down. With automated shipments , you can:
- Select carriers and print labels : Streamline order management by automatically generating labels and assigning the best carrier to each order based on delivery speed, cost, or destination.
- Offer follow-up notifications : Keep your customers informed at all times with automated emails, SMS, and WhatsApp updates. This will reduce WISMO requests and reduce the workload on your customer service team.
- Apply sending rules : Optimize costs and efficiency with sending rules, such as:
One of the biggest sales days of the year
#1 – Start planning well in advance
#2 – Increase awareness of your webshop in the period up to
#3 – Be clear in your communication on the website
#4 – Remember to check the user experience on all devices
#5 – Japan Number List
#6 –
#7 –
However, there are a number of initiatives you can take in the period leading up to Black Friday to put yourself in the best possible position.
It is a good idea to increase interest among your target group in the weeks and months leading up to it, which you can do by pushing your brand a little extra to new potential customers. This can be both in your organic efforts on social media or on paid platforms such as Google Ads. For example, you can focus on new products or create some captivating storytelling that creates interaction with your target group and traffic to your website. You can work with these people further at a later date in the form of remarketing.
The most direct way to communicate to these people again, however, is through email marketing. If you are not already collecting emails for your newsletter, we recommend you start – especially on Black Friday this distribution channel is very effective, as you end up directly in the consumer’s inbox. For example, you can collect emails through a pop-up on your website or lead ads on Facebook, where there are various options to offer in exchange for the user’s email address.
If you are a retailer or have products that other webshops also offer, you will be competing for customers on Google Shopping for a large part of the day. It is therefore important that you build a setup that covers the expected demand and takes into account that customers also buy a larger part of your product catalog. To get traffic and sales on Google Shopping, you need to be competitive on price – this means that you need to keep an eye on how your hero products compare to your competitors in terms of price throughout the day.
In addition, you should ensure that your feeds are updated as much as possible when discounts are activated on the shop. You can also download the feed again one or more times during the day depending on the sales on your webshop, so that advertising dollars are not wasted on showing sold-out products.
There is nothing worse for the conversion rate than if there is no consistency between the prices or availability on Google Shopping and in the webshop.
After this, it is important that you sit down and define your email strategy for the campaign period. As early as the beginning of November, you can start thinking about Black Friday messages in your mailings, as customers know and expect it to come. The strategy here must of course be adapted to the offers that you are running on the day, where the price strategy with varying offers in particular works well when using email mailings if you make your customers aware that new offers will be coming during the day, and therefore they will be more inclined to keep an eye on their inbox.
We also see a good response to giving your newsletter list or segments (for example, the most loyal customers/customers with the highest lifetime value) exclusive early access to shop on the site before others.
Finally, it’s time to execute your strategy. The number of emails you send and their content will vary from brand to brand, but one thing is for sure: you can’t send too many emails during this period!
Your email list is used to a lot of emails during this period and will be more accepting of it.
#9 – Get the most out of your email setup
#10 – Christmas shopping is just around the corner – What should you get ready for?
#11 – Be aware of pricing rules
The e-commerce industry is entering a critical turning point. With shipping volumes steadily increasing, e-commerce retailers and logistics partners face several challenges heading into 2025: skyrocketing operational costs, rising customer demand, and stricter environmental regulations.
At the same time, online shoppers are becoming increasingly demanding. They want faster, more flexible, and more sustainable deliveries. To stay competitive and acquire more customers, e-retailers have no choice but to expand their delivery options. To do this, they can offer out-of-home deliveries at checkout to improve profitability, reduce last-mile emissions, and increase the delivery success rate.
Out-of-home deliveries help increase e-commerce profitability
Customers can still count on fast and free shipping, but this shipping method is proving difficult to maintain for all but the largest businesses. For most e-commerce brands, maximizing operational efficiency is essential to maximize the value of shipping, which carries very tight margins. One thing is certain: traditional last-mile delivery methods must evolve to meet modern demands.
As we’ll show you, out-of-home delivery methods bring benefits that go beyond simply reducing costs; they can shape the future of last-mile logistics .
Here are the topics covered in this article:
- What factors are driving the adoption of out-of-home deliveries?
- Out-of-home deliveries, an effective solution for the last mile
- Are out-of-home deliveries a truly sustainable solution?
- Out-of-home deliveries increase the rate of successful deliveries
- How to optimize last-mile deliveries
- Why should merchants offer out-of-home deliveries at checkout?
What factors are driving the adoption of out-of-home deliveries?
On the Sendcloud platform, we’ve seen a 28% increase in deliveries to collection points.
To better understand this trend, we sent 4,000 European shoppers a survey on out-of-home deliveries . The results show that a majority of online shoppers have already requested delivery to a locker or relay point at least once:
- Relay points are widely used in France (77%) and the Netherlands (75%), these two countries being the biggest adopters of out-of-home delivery options.
- The Germans, for their part, prefer parcel lockers (46%) more than relay points (30%).
- British customers appreciate both parcel lockers (44%) and relay points (46%)
To understand this craze, we must first analyze the evolution of customer expectations:
– Matthijs Pluimers, Head of Parcel Lockers at PostNL
Customers want deliveries at their convenience
In 2025, online shoppers want to be able to choose how, where, and when their packages are delivered. Out-of-home delivery options, such as parcel lockers and collection points, offer them the ability to pick up their orders at a time of their choosing.
“[In BeNeLux], around 20-30% of consumers prefer delivery to a collection point. Why? People living in a household work outside the home or don’t have time to wait for a parcel to be delivered at home. The ‘anywhere, anytime, anyplace’ mentality has become widespread and consumers want to receive their parcel at the time of their choosing’ – Jorin Aardoom, Director Out of Home BeNeLux for DPD
According to our customer survey , 55% of shoppers say they choose out-of-home delivery so they don’t have to wait for their package to be delivered to their home.
Multiple delivery options for greater control of the experience
This allows e-retailers to meet consumer demands and ensure more successful deliveries:
“By offering more delivery options, you increase customer satisfaction. This trend is growing. We want to be a sustainable company, and out-of-home delivery fits perfectly with our objectives.” – Maarten Brondijk, Supply Chain Manager at Jimmy Joy
In fact, flexible delivery options appear to be a key way to attract more customers. In our out-of-home delivery survey , we asked online shoppers what factors most impact their decision to buy from one online store over another. The results show that 67% of online shoppers like being able to select a specific date and time at checkout, and 58% want the flexibility to change the delivery date and time while their package is in transit.
In particular, 82% of online shoppers want the option to redirect a package if the first delivery attempt fails .
Parcel lockers are gaining popularity thanks to their 24/7 accessibility
To give customers control over their delivery experience, 24/7 parcel lockers offer convenience. They’re the ideal self-service delivery solution, provided their location is convenient and accessible to the recipient. They help carriers quickly expand their out-of-home delivery network:
“To meet the increased demand for out-of-home deliveries, parcel lockers seem to us to be the best solution due to their open access. We have noticed that customer satisfaction is higher with our parcel lockers than with our collection points. Parcel lockers offer additional benefits, such as 24/7 opening hours. This gives customers control over their delivery, which encourages them to choose out-of-home deliveries.” – Matthijs Pluimers, Head of Parcel Lockers at PostNL
Customers want to control their delivery experience; it shouldn’t dictate their schedule. While parcel lockers offer a degree of flexibility in terms of opening hours and staffing, they also come with limitations in terms of storage capacity and locker size. For this reason, collection points are expected to play a vital role in strengthening the out-of-home delivery network. Carriers are investing in both collection points and parcel lockers to create the optimal combination of delivery options, offering viable alternatives to home delivery.
“We are focusing on a hybrid network with locker rooms and parcel delivery points. These two solutions complement each other. Locker rooms have longer opening hours and can also handle peaks in activity. With parcel delivery points, staff can, for example, check ID when ordering a bottle of wine – a great synergy effect!” – Matthijs Pluimers, Head of Parcel Delivery at PostNL
Out-of-home deliveries, an effective solution for the last mile
With the rise of e-commerce, carriers are investing heavily in expanding their out-of-home delivery networks. In 2023, the number of parcel lockers in Europe increased by 29% and the number of relay points by 6% .
The consumer demand driving this shift has prompted carriers to adopt out-of-home deliveries to increase last-mile efficiency. These methods help carriers address economic and environmental challenges by meeting growing demand while streamlining the number of stores served by a driver.
“With the rise of e-commerce, we have a responsibility to create a highly efficient network to ensure the delivery of all these parcels in the future. At the same time, we have to juggle staff shortages and rising costs while meeting the goal of sustainability. Parcel lockers help solve these challenges.” – Matthijs Pluimers, Head of Parcel Lockers at PostNL
Reducing CO2 emissions during last-mile delivery
Adopting out-of-home deliveries makes last-mile delivery more efficient by consolidating the number of stops a driver can make. Instead of making 50 stops to deliver each package to individual addresses, a driver stops at a single pickup point or parcel locker and delivers everything in one go.
“If we can consolidate the last mile by delivering 50 parcels to a single out-of-home delivery point, we can reduce CO2 emissions by 25%.” – Sem Geurten, Key Account Manager, Strategic Partners, DHL
An added benefit: Out-of-home options serve as an immediate secondary delivery location if the first delivery attempt fails. So there are no wasted emissions during a second delivery attempt.
While there are several factors that contribute to the impact on overall emissions, it’s safe to say that last-mile carrier emissions are significantly reduced thanks to the widespread use of out-of-home deliveries. While it may not reflect the full picture, our recent consumer survey found that 53% of customers expect e-commerce retailers to offer out-of-home deliveries to help reduce CO2 emissions.
“More research is needed to determine whether out-of-home deliveries significantly reduce emissions. But we do know that this option generates greater efficiency for carriers. They can deliver more packages at a time, while also offering consumers greater flexibility in receiving their orders.” – Sabi Tolou – Co-founder and COO at Sendcloud
Reduce urban traffic and offer sustainable alternative delivery solutions
In addition to stricter environmental standards, many European metros are facing high urban density. E-commerce deliveries only exacerbate the problem. Bicycle deliveries and other less intrusive forms of transport help ease pressure on the environment, and out-of-home deliveries offer a flexible solution to reduce urban traffic.
Fewer stops for home deliveries means fewer delivery vehicles on the streets – good for the environment and good for cities trying to reduce traffic:
“Parcel lockers are important for cities because they help reduce traffic. So, if a delivery person can drop off all their packages in one place, it’s good for the neighborhoods and the environment.” – Sem Geurten, Key Account Manager, Strategic Partners, DHL
The efficiency and convenience of out-of-home delivery are driving its adoption in cities. According to our out-of-home delivery survey , 48% of urban shoppers prefer delivery to a collection point and 70% prefer delivery to a parcel locker compared to rural shoppers.
“In big cities, it’s becoming increasingly difficult for delivery drivers to find parking. So I think that, especially in big cities, out-of-home delivery will be a strong selling point in the future.” – Sem Geurten, Key Account Manager, Strategic Partners, DHL
Out-of-home deliveries drive sustainable e-commerce growth
Demanding from consumers and driven by regulations, sustainability is becoming a factor that can no longer be ignored by e-retailers.
According to our survey, 41% of European consumers believe that online shopping is harmful to the environment . The same survey indicates that almost 45% of respondents perceive delivery to a relay point or parcel locker as more sustainable than home delivery .
“Consumers are gradually becoming aware of the environmental impact of their shopping habits. While the sustainability of out-of-home deliveries may vary depending on the transportation methods and collection processes, it is undeniable that consumers are more attracted to options perceived as more environmentally friendly and convenient.” – Sabi Tolou – Co-founder and CEO at Sendcloud
At the regulatory level, out-of-home deliveries will be crucial for reducing emissions in the e-commerce sector. This trend is reflected in the new regulations that will come into force in Belgium in 2024. These regulations require e-retailers to offer at least one alternative to home delivery. The aim of this law is to accelerate sustainability in the e-commerce sector while improving the online shopper experience.
Out-of-home deliveries are poised to play a pivotal role in the future as e-tailers and carriers focus on the sustainability of their businesses. This trend has been amplified by the arrival of global enterprise marketplaces, such as Temu and Shein, that handle large volumes at low costs. With tight margins and impressive volumes, maximizing delivery efficiency and sustainability is becoming essential to support e-commerce growth.
“If you look at Temu’s volumes, they ship 1 to 2 million parcels a year to the BeNeLux region. The prices are very low, but so is the profitability – it’s around €3 for each parcel, which is really minimal. It’s impossible to maintain these margins with just home deliveries, which is why lockers and relay points are going to be a key player.” – Jorin Aardoom, Director Out of Home BeNeLux at DPD
Are out-of-home deliveries a truly sustainable solution?
Are out-of-home deliveries environmentally friendly? The answer: it all depends on the situation. As mentioned above, customer behavior also contributes to the overall environmental impact of the last mile.
For carriers, out-of-home deliveries can reduce emissions. But how do customers collect their parcels? Our survey found that 61% of customers drive to pick up their parcels. 45% walk if the delivery location is close enough , showing that the density of collection points and locker facilities plays a role in the overall environmental impact of out-of-home deliveries.
“If you pick up your parcel by bike, it’s much more environmentally friendly than our vans, which go to every address, whether they’re electric or diesel. Cycling is the most responsible solution, but it does mean that the delivery point has to be nearby.” – Jorin Aardoom, Director Out of Home BeNeLux at DPD
Sustainability isn’t just about the last mile
While adopting out-of-home delivery methods can reduce the environmental impact of the last mile, these emissions actually represent only a small fraction of the total emissions generated by e-commerce.
Customers often purchase an item in different sizes or colors only to return the products that don’t fit. The amount of emissions and waste for a single order then doubles, as the package makes the return journey to the sender and generates unsold inventory.
“ Currently, an average parcel delivered in the Netherlands emits around 295 grams of CO2 emissions. But if you order 5 pairs of jeans in different sizes and colors and keep one, you have to return 4 of them… Manufacturing just one pair of jeans is equivalent to 32 kilos of carbon. So we need to be aware not only of the emissions during delivery, but also those generated by consumers. We need to order responsibly and think carefully before returning items. ” – Sem Geurten, Key Account Manager Strategic Partners for DHL
Out-of-home deliveries increase the rate of successful deliveries
The increase in online orders inevitably leads to increased risks, failed deliveries, and therefore costs. In 2022 alone, failed deliveries resulted in costs of £68,084 for UK e-tailers and €144,354 for German e-tailers.
Delivery preferences by country in Europe
Although home delivery remains the standard preference in all markets, there are different delivery expectations across countries (NL, UK, DE, FR). Everywhere, the speed and flexibility of deliveries are gaining momentum, which has driven the adoption of different out-of-home methods;
62% of respondents prefer home delivery. However, this delivery method has declined by 9% over the past year, as more and more out-of-home delivery methods have been introduced.
“Not all webshops offer out-of-home deliveries at checkout; many only offer home delivery. It’s important to remember that retailers need to make some technical adjustments to their website to offer out-of-home deliveries as the top option. [out-of-home delivery options] into their webshop.” – Niels Schouten, Strategic Lead Resellers at PostNL
However, if you ignore out-of-home deliveries, you risk missing out on business opportunities. Adding out-of-home delivery options helps satisfy more customers, reduce delivery costs, and ensure smooth delivery.
collected. It is delivered to the collection point.” – Sem Geurten, Key Account Manager, Strategic Partners, DHL