Email Marketing Strategies

There are a lot of metrics to consider when evaluating your campaign performance: open rate, click-through rate, conversion rate, ROI, etc. While open rates are only the first layer and are not necessarily the most important, improving your open rates can help improve your other metrics. Read more

If you're wondering how much difference a subject line can make, the answer is "plenty!" A well-crafted subject line can be powerful enough to immediately attract the reader to your message. Still, the subject line's importance is often overlooked. Read more

At first glance, the opt-in techniques you use every day may appear rather cut and dried. For example, either somebody wants to receive your newsletter or they don't. Fact is, the language you use, the support graphics, and the staging techniques you employ can make a huge difference-between being totally ignored and creating an evolving, dynamic relationship that can enhance database precision, enrich dialogue, and help you showcase a larger scope of services. Read more

The key to email success is developing, reviewing and refining a comprehensive email marketing strategy. Over the last months, we've discussed areas to look at and improve upon to get better results, including list segmentation, testing subject lines, creating a winning welcome message, and more. Read more

A new subscriber "opts in" to receive your newsletter. Great. So you respond with a simple "thank you," right? Not exactly. The right welcome message can - and should - do a whole lot more. A recent study reported that 40 percent of American Internet users changed their opinions of brands as a result of information they gathered online. Read more

Recipients will often absently click "This is Spam" if they don't like the content, regardless that they opted in to the list. Focusing on content development is one of the most important things you can do to ensure your email success. Unfortunately it's not as easy as creating an editorial calendar and sticking to it. Read more

The summer months are here and we're half way through the year - a great opportunity for many organizations to review how campaigns and marketing tactics have been performing, and what should be modified for the remainder of the year. We know you're reviewing each message after it goes out to see how it performed versus previously sent emails, but now is a good time to take a step back and review the whole of your email marketing efforts. Read more

Recently, the email marketing industry converged in Boston for the Authentication and Online Trust Summit to discuss email authentication as well as online trust and security. We've compiled a few key updates that every email marketer should know about email authentication. Read more

Recent and upcoming changes from major organizations in the email marketing industry will add a layer of complexity to designing email creative that is effective and displays consistently across all email clients. Keeping up with changes in the email marketing industry is usually no small task. Read more

Being labeled a "spammer" is an email marketer's worst nightmare. You've worked hard growing your list, composing your message, and then - splat, your message is sent into a huge black hole somewhere in email space, and your open and conversion rates sink. Read more

Savvy marketers are looking for a strategy to help deliver more targeted, relevant and actionable messages. They know that more relevant content equals increased response. But they are also looking for a way to accomplish this without creating numerous message variations. Read more

The growing complexity of today's email market has created a deeper need to carefully consider the creative aspects of your email messages. While the need for effective design has always existed in marketing, challenges unique to email require a different look at creative from the perspective of accomplishing specific goals via email. Read more

Savvy marketers are using email marketing in a variety of new and creative ways as a strategic part of their marketing mix. To start your thinking down the right path we present five challenges for your best email marketing efforts yet. Challenge #1: Test at least one metric per email campaign. Read more

Above-the-fold The top part of an email or web page that can be seen without scrolling. This is generally more desirable placement because of its visibility. API Application Programming Interface that allows an outside system to have a well defined protocol by which they can access another system's functionality. Read more

Today, up to 20 percent of legitimate commercial email is not being delivered to email boxes. The cost of that undelivered email could be significant for your company or organization. Poor deliverability can result in lost transactions, lack of and inconsistent communication, ineffective marketing and more. Read more

Your company offers a variety of products and services. The product that one customer can't live without is one that another customer has no use for. Or perhaps the key selling point of your service to one prospect is a weak point for a different prospect. Read more

Whether you're sending a promotional email or an email newsletter, your message has specific sales or marketing goals. Most commonly the main goal of your message is to get readers to register for an event or make a purchase, or to build a relationship with readers, which hopefully leads to them making a purchase. Read more

One of the most common questions we are asked is, "How often should I be mailing to my various lists?" The answer to this question is almost always returned with more questions. That's because there is no single answer for determining the right frequency for every organization. Read more

We know you're familiar with the benefits of using email marketing in your arsenal of communications tools. If you haven't heard the buzz surrounding the latest tool for communicating with customers and prospects, you soon will. It's called RSS (Really Simple Syndication), a relatively new technology for publishing that allows readers to seek out content they're interested in rather than it being delivered to them. Read more