Send Marketing Emails

Email is the second-highest-ROI channel for raffle retention, after SMS. Where SMS wins on urgency, email wins on richness — you can show prize images, run multi-paragraph copy, segment by behaviour, and drip campaigns over days.

Pre-requisites

• Resend account. Sign up at resend.com (~$20/mo for 50k emails).
• Verified sender domain. Add the DNS records Resend gives you. Use your own domain (e.g. [email protected]), never a Gmail or free address.
• API key + from-address pasted into your raffle admin Integrations.

Audience segments

Same four segments as SMS — all customers with email on file, recent buyers (30 days), lapsed (30+ days), winners. We pull profiles.email where verified.

Anatomy of a campaign email

1. Subject line — 6–8 words.Specific prize + time-bound benefit. “BMW M4 closes Sunday — 48 hours left”.
2. Preheader — 90 chars. The grey text after the subject in inbox previews. Use it to extend the hook.
3. Hero image. The prize. Single image, 600px wide, PNG or JPG.
4. One-sentence intro. Why this email, why now.
5. One primary CTA button. Same colour as your brand. Anchor to the deepest possible page (the actual competition, not the homepage).
6. Single supporting paragraph. Social proof, recent winners, urgency.
7. Sign-off.Brand name. Optional “See you Sunday for the live draw — <founder>”.
8. Unsubscribe link. Mandatory. Auto-appended by us on every send.

Deliverability rules

• SPF, DKIM, DMARC. Resend sets up SPF and DKIM via the DNS records you add. Add a DMARC record yourself (start with p=none, monitor, then tighten).
• Warm up new sending domains.Don’t blast 50,000 emails on day one. Start at 200, double every other day for two weeks. Resend has a warmup feature — enable it.
• Send from a real person.“Sarah at Acme” outperforms “Acme Raffles” on open rate ~15–20%. Set your resend_from_name accordingly.

Background: Email Marketing for UK Raffle Sites (long-form guide).