If there’s a problem getting your emails into inboxes, then you definitely want to know about it. Fortunately, most email campaign reports include your delivery rate. Excellent! Except, as we’ve explained before, this delivery rate isn’t telling you how many of your mails actually reached the inbox. So how DO you measure inbox delivery rates? First, […]

“What’s the best length for a subject line?” We regularly hear this from marketers, so we wrote a blog post a few months back with our answer. Here’s the short (!) version: “Keep it As short as possible while still saying the things you need to say to attract the right attention and interest” This advice leads […]

In the perfect email world, subscribers would open and click on every email you send. However, even your most devoted fans will skip some of your messages. That’s just email life. In fact, despite all the best practices at your disposal, some – even many – subscribers will eventually go “inactive”. This means they stop opening […]

Just how long should your subject line be? The unhelpful answer to this common question is “as long as it needs to be”. The problem is that length is just one factor among many – branding, personalization, capitalization, word choice, word order, punctuation and more – that define subject line success. Focus too much on […]

Collecting subscriber data right in the sign-up form can be tricky. You don’t want to jeopardize conversion rates by demanding too much additional information along with the email address. Fortunately, you may have existing customer data to fall back on, or can source that information from a data append service. And, of course, your email campaign results […]

Testing is rather like going to the gym. We know it’s good for us, we know we should do it more often, but…our heart’s just not in it. So what’s stopping us? First, some are unconvinced of the real benefits. Second, testing can drop down the priority list when 101 other tasks demand your attention. Third, there’s […]