We ensure our headlines can be not only read but understood in a fraction of a second. A few words are all that we need in the preheader. Completion must be just a couple of clicks away. Yet we so often allow the subscriber a multitude of choices in the, largely false, expectation that they … READ MORE »
If you ask someone engaged in email marketing what their major concern is, the majority of times they will say it is their open rate. All rather odd as they must realise that the completion rate is the only one that matters. With that caveat, here are some pointers on to how to increase your … READ MORE »
Anyone concerned about open rates would look first to the Subject Line. They might consider being a bit more familiar or think that a more ‘in-your-face’ explanation of the offer might work. However, every aspect of email marketing is interconnected and if your open rate suddenly drops, the most likely cause are your previous email … READ MORE »
The open rate returns from your email marketing software might have given your confidence a boost when you checked them against those from the previous campaign. The subtle changes you made to the Subject line were obviously a brilliant idea and all that remains is to tell your boss. However, you might be missing a … READ MORE »
Some years ago I paid to attend a problem-solving course. In many ways, it changed my life despite the methods I was taught being all too obvious. I was given a model, with lots of sub-routines, but the main thrust was to break a problem into many smaller ones. The model works for wars as … READ MORE »
One of email marketing's greatest strengths? Data. It's instant. It's reliable. It's rich. Best of all, it's yours – not something your competitors can get their hands on. But here's the catch: there's a lot of it. And while data is powerful, too much of it can be paralysing if you don't know where to start. Open rates, click-throughs (CTR), conversions, … READ MORE »
If you think there's something revolutionary about the latest email marketing tactics, think again. Strip away the tech and tools, and it all comes down to one thing: trust. And guess what destroys trust faster than a dodgy-looking link or a misleading Subject Line? Clickbait. You want email marketing campaigns that don't just get clicks, but earn loyalty? Of … READ MORE »
At a local event, I sat through a talk by a self-proclaimed street photographer. But instead of focusing on gritty urban landscapes, he zeroed in on the people walking through them – capturing moments that felt personal, intentional, and oddly familiar. Why am I telling you this story? How does it relate to email marketing? … READ MORE »
Last year we mentioned video in email marketing was not the coming thing; it has arrived. It’s not for everyone. It might not increase your open rates. However, it seems many are using it and, unless they are not split-testing, it is probable that it works for them. Come on – give it a go. … READ MORE »
In these blogs, the importance of repeated testing is often reinforced. Split-testing, also known as A/B testing, is the way of perfecting all forms of email communication, but particularly those used in email marketing. It can, should actually, be used for landing pages as well. It’s the most effective way of increasing ROI. Intuition can … READ MORE »