105 posts categorized "Email Tactics" Feed

IAB Releases Email Monetization Strategies Best Practices Document

Email monetization provides publishers, advertisers and audiences with a modern method of driving revenue, new customer growth and knowledge of new products previously only available via print ads and television.

The recently released “IAB Email Monetization Strategies” seeks to explain how email monetization works, present best practices and serve as a resource for publishers and marketers who wish to take advantage of email, which is one of the most effective direct and brand marketing mediums.

The recommendations outlined in this document offer best practices and advice for:

  • Advertisers
    • Leveraging email newsletters to reach a valuable audience
    • Using the email channel to test offers and promotions
    • Driving sales and site registration through stand alone email advertising
    • Criteria for choosing a email publisher
    • Emerging trend of video in email campaigns
  • Publishers
    • Revenue opportunities through sponsorship and ad units in email newsletters
    • Pricing models for email monetization
    • Inventory management
    • Data collection
    • Developing a video email campaign

Also check out these IAB docs:

Need help optimizing your email marketing results? Get in touch!

How To Score With Your Email Campaign

Great post by Anton, over on his Email Ethics blog:

Let's think about it, sending an email and having the receiver to transform is a little bit like going out in a club to score.
Let me just call my email John.

John wants to score. He is in his apartment downtown and is dressing up. If he wants to score he probably has to dress as well as possible to be the more attractive possible. This is the creative.

Once ready he heads to the club, this is the broadcast.

If he arrives there without any incident (delivery) he gets in the line outside the club and wait for his turn.

Then he gets to go through the bouncer (the spam filter) who will let him go in if:

1 - he matches the dress code (Tidy HTML)
2 - he never went in a fight in the club or got thrown out (Reputation)
3 - He isn't drunk and talking crap (content scan)

When he gets in (inbox) he spots a good looking girl he likes if he already knows her, she's a client, else, she's a prospect.

He gets close to her and then throw his pick up line (subject line). There are several types of pick up lines:
1 - If you lie about yourself, it's a scam
2 - If you are too mysterious, you might loose her attention
3 - If yo are too long you might be boring.

In a few words, your subject line needs to be as good as your pick up lines: short, punchy and interesting.

If the girl gets in the discussion with John, then he got a click, but there's a lot more to do to score.

He has to try to keep the discussion live and interesting and to gather as much information about the girl so he knows what she likes, what she wants,... that's web analytics.

The interesting thing here is that even if he doesn't score right away with that girl, the more information he will get here, the more likely he is to score on a later night when they get to meet again.

As I see it, email marketing is like trying to score with hundreds, thousands of persons in one go.

Need help optimizing your email marketing results? Get in touch!

Running an International Email Marketing Program

Yesterday I spoke at a B2B email marketing event organized by the UK DMA – it was the best email event I attended in a long while. Great speakers and great content, so well done DMA! :-)

Here are the slides from my presentation. When I get approval from the other presenters, I’ll post their slides here as well.

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Tactics for Reactivating Non-Responders

Successful reactivation begins with creating relevant segments. Specifically, marketers should separate the never-responders from former responders and light responders. This segmentation approach allows the marketer to understand which tactics work best for each group. After all, these segments differ behaviorally.

Former responders once found the email interesting, but no longer do. Never-respondents never did; perhaps they only supplied an email to take advantage of a specific offer. As a result, these different segments may respond to different reactivation approaches.

Consider at least two different approaches for reactivation. We've seen significant differences in the success of offers, especially when comparing results between never-responders and former responders.

Some offers include:

  • One-time discount or gift with purchase. Retailers have the option of bribing the living dead back to life. Those who employ this tactic should do so with the understanding that they may be training their customers to wait for better offers, but some revenue beats no revenue. Also, this option allows marketers to test the value of different kinds of incentives (10 percent off vs. free shipping, etc.).
  • Survey. Give customers the ability to sound off about what they like and dislike about the email and to recommend content they may like. This approach works best if the marketer can use survey responses as preferences. For instance, if the customer merely wants less email, the marketer must have the ability to reduce frequency for this approach to work best.
  • Reduced frequency. If a marketer has stuck to a single cadence for his or her emails, then the living dead may respond to a change in frequency. Even unengaged consumers notice when a regular email disappears from their inboxes and then reappears.
  • Interest check. Very often, the simple approach of asking subscribers if they still want to receive the email works well. This approach may involve sending a simple postcard-style email with the single call to action of "click here to continue receiving these emails." A more subtle approach in this vein may involve changing only the subject line to remind users what they receive. For one retail bank client, we changed the subject line of a newsletter from the branded name for the newsletter to "your June newsletter from [bank name]."

After testing, the most successful tactics will emerge. Of course, the definition of success depends on the marketer. While a retailer may judge success on purchases, other marketers may consider any click or open a success. In general, we prefer the broader definition of any click or open because it shows signs of life, if not a return to constant engagement. Resurrecting the living dead has to start somewhere.

One last thought centers on expectations. Marketers should not expect to reactivate every member of the living dead. Far from it. The most successful reactivation campaigns might reactivate 50 percent of the file, but those efforts involve high-value incentives for a highly targeted group. More realistically, marketers can expect to reactivate 5 percent of the living dead with modest efforts and up to 10 percent with more aggressive efforts.

Source: iMedia Connection

Need help optimizing your email marketing results? Get in touch!

Winning back inactive subscribers in 7 steps

Your inactive subscribers don’t necessarily represent dead wood, uselessly clogging up your database. They are past and future customers who were once engaged with your program.

Chances are, it will cost you less to reach out and re-engage with these subscribers than it will to acquire new ones, so don’t leave good money on the table.

In this article, Margaret Farmakis provides these simple steps to win them back:

Step 1: Dive into your data and find out what portion of your database is inactive and how many non-responders you have.

Step 2: Break the inactive segment into smaller sub-segments. You’ll need to create a win-back strategy for each.

Step 3: Test a variety of content and offer strategies. Some subscribers will respond better to discounts, others to information on new products.

Step 4: Make sure you recognize their inactive status with a special headline in the creative and a customized subject line that lets them know you want them back.

Step 5: Track your performance metrics to learn what’s worked and what hasn’t.

Step 6: Next, remove persistent non-responders from your database. If you’re not quite ready to make the cut, consider sending out a final re-permission message. This email should clearly state that the subscriber hasn’t been opening or clicking on your messages. Include a link to reconfirm that they would like to remain on your file. Be clear about how long they have to reconfirm and what will happen if they don’t; you’ll then be    able to take the final step and remove them from your database.

Step 7: Take proactive steps to identify and reach out to your non-responders in the future. Create triggered messages that will engage with your inactive segments on a methodical basis, ideally after a defined period of time. If the subscriber hasn’t opened or clicked in 30 days, send them your win-back offer. If a customer hasn’t made a purchase in three months, send them a special incentive to get them shopping again.

Read the full article here.

Need help optimizing your email marketing results? Get in touch!

Creating an Opt-Down Strategy

In this article, Stefan Pollard explains why you should offer an opt-down option on your unsubscribe page and offers some advice on how to do this:

  • Use topic choice rather than cadence to reduce e-mail frequency.
  • Define your message streams clearly.
  • Start with a short survey.
  • Encourage subscribers to update their preferences regularly.
  • Act on what subscribers are telling you.

Read the article here.

Need help optimizing your email marketing results? Get in touch!

Use Your Post-Conversion Page To Grow Email Subscribers

Once a visitor has converted on your site, you know a few things about them:

  1. They sit nicely in your target market (they've just bought from you, after all).
  2. They trust you enough to purchase from you, or at least to give you some of their personal info.
  3. They have just completed the one action that was in the forefront of their mind & are looking for the next thing to do.

At that point, you have a nice opportunity to ask them to recommend you to a friend. Here are 4 ideas to get you started. Drop us a note in the comments with anything you've done along these lines.

1. The Free Gift

"Hi, John, we're trying to spread the word about oursite.com and to do that we'd like to offer you the opportunity to send a Free Gift to a friend! Just fill in your friend's email address below and we'll drop them a note telling them you'd like to send a gift to them and asking for their address. Don't worry, we won't store their email address and we won't bombard them with emails!"

2. The Competition

"Hi, Diane, thanks for your order! We have a competition running right now. For your chance to win a free Nintendo Wii, just enter a friend's email address below. We'll give you one entry AND we'll email your friend with a free entry to the competition! Don't worry, we won't store their email address..."

3. The Special Offer Today

"Hi, Rohit, thanks for your order! Right now you're paying $3.95 delivery, but we'd like to give you a little special offer. Enter a friend's email address below and we'll drop them an email asking them to sign up for our newsletter. If they sign up in the next 24 hours, we'll totally refund your delivery charge! Don't worry, we won't bombard them with emails..."

4. The Special Offer Next Time

"Hey, Susie, thanks for your order - we're ecstatic you felt happy enough to buy with us today & we'd love to have your custom again. In fact, we'll happily give you 10% off your next order if you'll help us spread the word about oursite.com. Just enter a friend's email address below & we'll drop them a note asking them to visit our site. If they visit, we'll automatically send you a voucher for 10% off your next order..."

These are just 4 quick ideas. Let us know if you love them, hate them, or if you've done anything along these lines.       

Need help optimizing your email marketing results? Get in touch!

Why Now's a Good Time to Take a Look at Your Welcome Emails

Email is traditionally a 'retention' tactic: You use it to retain your existing customers & grow them into bigger customers. But, when most of your existing clients are looking to cut costs, now's a great time to focus on the people who are actively telling you "we're interested...".

A 'welcome' email is exactly that: Customers & prospects telling you for the first time "hey, feel free to tell me more about yourselves". Here's a look at why you should pay some attention to your welcome emails.

What Makes Welcome Emails Different to Other Marketing Emails? One Thing...

  1. Most of your emails will be 'push' emails. They've told you "please talk to me at some point..." and you then choose how & when you'll talk to them via email. A 'welcome' email is a 'pull' email: They are saying "please talk to me... now!"

What Do You Mean By 'Welcome Email' Anyway? Two Things...

There are 2 basic types of welcome email:

  1. Welcome to our website/company. Send this out when someone registers on your site.
  2. Welcome to our emails. Send this out following an opt in.

Why Are They Important? Three Things...

  1. They're very likely to be read (or at least looked at). This could be the most opened emails you'll ever send!
  2. Signup is a very important phase in your relationship with customers & prospects. They've just told you "hey, I'm new and I want to get to know you"
  3. If a customer ever needs to find something out about your company quickly, this is one of the places they'll look.

What Should You Put in a Welcome Email? Four Things...

  1. The obvious bit: The words 'Welcome' & 'Thank you'.
  2. Overview of your company & contact details, links to your privacy policy & unsubscribe info.
  3. Information that will help the customer draw a more detailed picture of what you offer.
  4. A reason to contact you & further the relationship. A free whitepaper as a thank you? A guide to something you do really well?

Do These Have To Be 'One Size Fits All'? Five Things...

  1. If the signup is from a prospect, include something to help them become a customer (a special introductory offer maybe?)
  2. If the signup is from an existing customer, send them something specific to their point in the lifecycle with you. They bought a car from you 2 years ago & you know they'll be looking again in a year's time? How about a guide to next year's models? Finance options to upgrade sooner?
  3. If your business is broad, you don't have to pack it all into the email. Use links to pages on your site with more information on the specific topics your subscribers will be interested in.
  4. If your customers are neatly segmented, segment your welcome email! You sell to businesses AND consumers? Find out which is which before you send the first email & send one that's applicable to them.
  5. Or even... use the welcome email to segment. Filling signup forms with form options can reduce the number of signups. Using a simple signup form & then a mini-survey in your 'welcome' email may work for you.

Okay, I'm Sold... What Else Can I Do To Make These More Effective? Six Things...

  1. As this email will impact everyone who signs up with your business from now till eternity, you should tweak & optimise it. Figure out beforehand what it should achieve and how you will track that.
  2. Check the delivery, open and clickthrough rates. Change the email. Check them again. Did they go up or down?
  3. If you like, you can even set up a control group. Do your welcome emails affect sales through other channels? Set up a group of people who *don't* receive your welcome emails & you can find out.
  4. Have a look at timings too. Are these more effective if you send them immediately? After an hour? After a day?
  5. And it doesn't have to be just 1 email. You could set up a staged welcome program. Combine offers and 'softer' info about your business to convert customers without them feeling hard-sold.
  6. If you set up a series it needn't necessarily follow a 'Part 1, Part 2, Part 3' pattern. Some email systems let you get clever: "After Email 1: Did customer buy main product? If yes, send them a 'top accessories' email. If no, send them a 'special offer this week only' email". Like a film with 5 middles, 10 endings and 50 sequels all tailored to the audience.

How About You?

What's in your welcome email? Do you track it? Tell us in the comments!

Need help optimizing your email marketing results? Get in touch!

Forget relevance - it's about value!

As usual, Dela Quist of Alchemy Worx has decided to turn things on their head and not accept the 'norm'. In this case he's being irreverent to the holy 'relevance' mantra of email marketing....and he makes a good point.

In the latest issue of email-worx,, he talks about replacing 'relevance' with 'value' - as without value, it is very hard for your email program to be relevant. As he says 'Subscribers expect - and should get value!'

He goes onto say that an easy way to add value to your email program is to offer something which you can only get by being in the mailing list - that is, you can't get it by going directly to the website. This of course can be information, whitepapers, special offers, reduced shipping etc...

Watch the video here

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14 Ways to Annoy Your Subscribers

Loren McDonald lists these 14 annoyance factors that drive email list churn:

      1. Sending irrelevant email messages
      2. Sending emails too frequently
      3. Expanding permission to other mailings
      4. Sending an offer to customers for a product/service they have already purchased
      5. Not using any of the data you collected from recipients to create targeted messages
      6. Lack of personalization
      7. Bad personalization
      8. Not using a friendly (recognizable) "From" name, especially in "welcome" messages
      9. Using one “From” name/address in the welcome email and then different ones in your regular emails
      10. Poor design or confusing navigation
      11. Making it hard for readers to manage their subscriptions or contact you from email
      12. Using one or two large images to show products or present information.
      13. Using images to present action items
      14. Emails with typos, the wrong date or product photo, broken links or coding errors.
      Need help optimizing your email marketing results? Get in touch!

      Worst Unsubscribe Practices

      I am still unsubscribing from lots of emails in an email account that I no longer wish to use. While doing so, I've come across a couple of practices that make me want to scream. I'll share them with you so that you can make sure not to do this to your subscribers:

      • don't make me log in to unsubscribe from your email. I usually don't remember my login details and asking for a password reminder results in more email in my inbox.
      • give me the chance to update my email address. I might still want to receive your newsletter at a different address but am too lazy to look for your newsletter sign-up box on your webpage.
      • give me an opportunity to cut down on the amount of emails you send me. Some senders send me more than 1 email per day. That's overkill. I do want to hear from you once in a while, just not every day.
      • give me the chance to say which emails I do and which I don't want to receive. I am not interested in everything that you send me. Give me a chance to choose the content I want.
      • don't use font size 6 (or 1) for your unsubscribe link. In some emails the footer text is so small that you need a magnifying glass to be able to read it. I wear glasses because I have bad eye sight. Don't remind me of that every time I want to unsubscribe.
      • don't make the links blend in with the rest of the text. Use some underlining at least so that I can easily recognize the unsubscribe link.
      • don't get too clever with naming your unsubscribe link. The word "Unsubscribe" is what I'm looking for. I recognize that word instantly. Don't make me read the whole footer. I'm unsubscribing, remember?
      • don't send me a confirmation of my unsubscribe request. A simple "you've been unsubscribed" on your website will do. Remember: I am trying to reduce, not increase inbox overload by unsubscribing.
      • use my email address in the To-line, not my name - that way it's easier for me to see which alias I've used to sign up for your newsletter.
      • don't make the "why do you want to unsubscribe from this list" survey question mandatory. I admit, I didn't see anyone doing this, but just in case you'd be tempted to do this: don't!

      Have you seen unsubscribe tactics that make you want to scream? Please share!

      Need help optimizing your email marketing results? Get in touch!

      Some Unsubscribe Page Inspiration

      As I am trying to reduce the email accounts that I need to check on a daily basis, I am unsubscribing from a ton of emails today and re-subscribing to some with another email address. Unsubscribe pages come in all shapes and forms. These ones are the best I've come across in my quest against inbox overload. Why? Because they make it easy for me to just change my email address or choose which newsletters I want to unsubscribe from.

      unsubscribe page

      unsubscribe neiman marcus

      unsubscribe pottery barn

      I like this last one because it plays on my emotions. Almost made me feel guilty for unsubscribing. Almost. :-)

      unsubscribe bright ideas

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      How Can You Make Your Emails Stand Out?

      In this article, Chip House offers these five tips to make your emails stand out in the inbox this year:

      1. Differentiate to survive.
      This year, differentiation is a must. Nearly half of those marketers responding to a MarketingSherpa survey last fall said they plan to increase their e-mail marketing efforts in 2009. So this coming year likely will be one of more crowded inboxes rather than less. Thrice weekly e-mails on "saving 10 percent" are what your competitors will send. What unique call to action will you use? How can you add and create value? How's your cardboard sign different?

      2. Honor the subscriber.
      The most important thing your e-mail program can do is elicit an emotional response. The best way to achieve this is to make an emotional connection with each individual customer. Do this by honoring customers' unique preferences for content, interests and behaviors. These are not new concepts, but in 2009, they become critical. Marketers who forget to honor unique subscriber preferences for communication, content, frequency and channel can kiss the inbox goodbye. 

      3. Leverage the 'unmarketing'.
      ExactTarget's 2008 Channel Preference Survey showed consumers are more receptive to receiving thank-yous and confirmations via e-mail than any other channel. Using current customer interactions to fuel communication, foster dialog and drive sales is a must. I call it the "unmarketing" because it happens in the background. Whether it's a welcome e-mail, order confirmation, statement, notice or customer service response, each communication holds promise to retain a customer, make a sale and/or improve your standing in how customers see you.

      4. Engage or cut bait.
      Rohit Bhargava, author of "Personality Not Included," recommends appealing to executives to "reach the right 500 people instead of the wrong 5 million." This is a great message for your e-mail program. Subscribers who aren't opening or clicking are either ignoring you, which is costing you money, or complaining about you, which is destroying your deliverability or your brand. So, start by sending only to people who opt in to your program, but monitor opens, clicks, sales and complaints, and either cut or attempt to get those subscribers to opt in again.

      5. Leverage e-mail marketing technology.
      It's come a long way. Want to integrate your e-mail system with your CRM system, track customers' surfing behavior after they leave your e-mail and then send them a relevant message based on their behavior? Many companies in multiple industries use these tactics now to great success. If you don't start doing so, 2009 could be a long year.

      Need help optimizing your email marketing results? Get in touch!

      How Much is Too Much?

      Steve Woods wrote a great blog post about email frequency management and control. Here's his advice on how to manage email frequency:

      One conversation I end up in a lot with clients is the "how many times can I email a person per month?" conversation. Unfortunately, there is not a magic number, and attempting to govern around one can be damaging.

      The reason that there's not a magic number is that email is only useful in the context of building a relationship, and in a relationship communication frequency changes dramatically depending on the type of relationship and where that relationship is at the moment.

      Think of this question in terms of your communications with your friends and family - how many times per month do you communicate with your spouse? kids? Aunt Hilda? Neighbors? Old friends from school days? The answer is that it depends on the relationship.

      It's the same thing in B2B marketing. If you are actively engaging with a prospect, and they are highly interested in what you are offering, they will want, and appreciate, frequent communications. However, if you're only lightly engaged with someone, and they have only displayed minimal interest, you will turn them off with more than a communication per month in many cases.

      The answer is that you have to manage this from the bottom up, rather than the top down.

      There is not a top-down X emails per month number that you can manage to. Instead, you need to understand your audience in terms of how much you have communicated to them and, more importantly, how engaged they are with you, and use that to guide communication frequency.

      Use your understanding of your audience's response to your marketing (their Digital Body Language) to segment them into groups.

      Use communication frequency and response frequency(email opens, clicks, form submits, web visits, etc) to define three segments:

      • High Engagement: you have sent them many communications, and they have shown great inbound interest
      • Moderate Engagement: you have sent them some communications, but their inbound activity remains occasional
      • Low Engagement: you have communicated with them, but they show little to no inbound activity


      From here, you can then use these segments to build a bottom-up frequency management structure. Look at your communications and define what category they fall into. If they are a "required" or "all recipients" category, you may not suppress against any of the groups (eg, registration confirmation for events the recipient just registered for, or the quarterly thought leadership newsletter).

      If the messages are in an "active interest" category, you may suppress Low and Moderate Engagement segments from receiving them (up to the minute news, detailed product information, etc), and if the messages are in a "moderate interest" category you may only suppress the Low Engagement segment.

      Hat tip: Dennis Dayman

      Need help optimizing your email marketing results? Get in touch!

      The Current State of Video in Email

      David Greiner was wondering if video in email could actually be done, so he decided to test it and wrote up this report on video support in email which I highly recommend you to read. Here's what he found:

      The results are quite conclusive - the only reliable way to embed video in email is an animated GIF. While it does render across almost all environments, there are (unfortunately) considerable downsides:

      • Image blocking in most email clients means that it won’t be displayed by default.
      • No support for sound
      • Much larger file size and poor image quality.
      • High CPU load (especially on Macs), so you can’t have a frame rate much faster than 10/second.
      • Plays on load, user can’t control playback.
      • Doesn’t work on mobile email clients because of significant CPU load.

      Because of the large file size, we also had some deliverability issues related to the embedded animated GIF we tested. ISP’s such as AOL and Yahoo wouldn’t load the original animated GIF because of its file size. Externally referenced is certainly the way to go if your animated GIF runs for more than 5-10 seconds.


      In the end, it comes down to a simple question. If you desperately need some kind of video in your email, animated GIF is the most reliable way to do it. If you require sound or decent video quality however, a link from your email to the video in question is certainly a better alternative.


      image MarketingSherpa recently released a report called "Marketing With Video Report: Online, TV & Mobile" that provides you with practical data and how-to guidance in the rapidly changing video marketing landscape.

      Need help optimizing your email marketing results? Get in touch!

      Subject Line Research Reveals Content is as Important as Length

      Something I've known for years has now been confirmed by this research report by Epsilon. In short, they found that even though shorter email subject lines generally correlate with higher open and click rates, subject-line word order and content may be just as important to email performance.

      The analysis (pdf), which involved more than one billion emails over nearly 20,000 separate campaigns sent out by several of Epsilon’s US-based clients in the retail and consumer services industries, found that the relationship between subject-line length and open and click rates is not as strong as previously thought.

      Overall, shorter subject lines do correlate with higher open rates and click rates for both industries, Epsilon said. However, the rates vary by company.

      For example, the open rates for several consumer services clients show a high negative correlation with subject line length, while one client did have a high correlation of subject line length to clicks:


      In contrast, for most other companies in the study, Epsilon found the relationship between subject email performance to be relatively weak.

      Moreover, Epsilon also analyzed the content of subject lines and found that word order, word choice, and brand and audience awareness are critical success factors as well.

      “Marketers should keep in mind that most recipients will likely decide to open an email based on their relationship with the sender and the first 38 to 47 characters of the subject line,” the report stated. “However, that decision may depend less on a subject line of 38 to 47 characters, and more on the information those 38 to 47 characters contain. campaign, the vital piece of information may be the brand name. For another, it may be the consumer benefit.”

      Overall, Epsilon recommends that marketers should rethink how they develop subject lines and place increased emphasis on positioning the most important elements first. This includes front loading subject lines with the most important information, keeping the subject line as short as possible to convey the message and using longer subject lines only when there is a compelling reason to do so.

      “Companies are spending little time thinking about and testing subject lines, compared with the resources and time devoted to creative development,” said Thane Stallings, senior analytic consultant, Epsilon Strategic Services. “The reality is that more people will see a subject line than its accompanying creative.”

      The full report is available at www.epsilon.com/emailsubjectline.

      Source: Marketing Charts

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      More Email Marketing Resolutions for 2009

      A couple of weeks ago, Chad White posted some great tips for your email marketing program in 2009. Here's a summary:

      1. Each month replace one of your previously planned broadcast emails with a targeted email to a segment of your list. A well-crafted, targeted email can generate as much sales as a broadcast email, while simultaneously increasing engagement and reducing list fatigue. However, a targeted email does take a little extra effort to create.

      2. Schedule a review of all your email forms and triggered emails. Sign-up forms, preference centers, welcome emails, triggered emails -- if you haven't done an inventory of these pages and emails and reviewed them to make sure that they're accurate and up to date, do it now. These tend to get set up and then forgotten about - sometimes for years.

      3. Speak to the subscriber and not from the point of view of your business. Make sure that your emails and forms address consumers with them in mind. What's in it for them? What's appealing to them? And how does your email program help them?

      4. Redesign your email templates with image blocking in mind.

      5. Segment out your inactive subscribers. Send them different messaging than your active subscribers and at a lower frequency. Also consider sending them emails with a different template, one that has an unsubscribe link at the top, or offering the choice to opt-down to a lower frequency. After a long period of inactivity, you may also want to send a reactivation campaign, asking them to opt in again in order to continue receiving emails.

      Read the entire article here.

      Need help optimizing your email marketing results? Get in touch!

      Elements of a Successful Email Marketing Campaign

      Here are the slides of my presentation at the Brussels Email Marketing Forum yesterday where I talked about the things I look at when I evaluate an email campaign. Let me know if you have any questions!

      Need help optimizing your email marketing results? Get in touch!