The elves over at Google have been busy fine-tuning and shaking up Gmail this year, surprising us with tabbed inboxes over the summer and cached images earlier this month.  Account holders and marketers alike seemed to have adapted to the tabbed inbox, despite still-whimpering cries-of-foul from some corners of the industry. As we discovered in this […]

I’m guessing most of the goals you have for your email campaigns start with subscribers following a link. Clicks are music to the ears of email marketers, but what actually makes your subscribers click? Is it, as many believe, simply the nature of the offer or content and how you present it? After all, either your subscriber is […]

Have you ever seen emails where you had to squint, scroll and guess your way to the unsubscribe link? It’s certainly one way to keep people from unsubscribing, but it’s not very sensible or subscriber-friendly. As a marketing professional, you probably don’t give up easily when unsubscribing turns into a game of “Where’s Waldo?”. Others […]

The New York Times recently published an article on the love-hate relationship we have with complaining. While it seems quite a few of us love to air our grievances, listening to someone else gripe is another matter. As marketers, though, we need to pay attention to complaints, especially those of the spam variety. Too many spam […]

You might already be familiar with the opt-down. Managed through a preference center, this best-practice allows a subscriber who might completely remove himself from your email communications to reduce frequency and/or refine the content he sees. Though his marketing preferences are at a reduced or restricted level, it doesn’t force him out of the subscription […]

We’ve explored some tried-and-tested ways to build your email lists. Here are five newer ideas to complement the approaches you’re hopefully already using (like the traditional website sign-up form). Have you tested any of these? 1. Social Capital Testimonials aren’t just for product pages. You can also use them on your sign-up page. Now that […]

Facebook is great for interaction and conversation with consumers. It’s not quite so successful at driving direct sales, website visits and similar. In fact, surveys show people much prefer email for getting marketing messages. For B2C organizations, it makes sense to exploit Facebook’s reach among consumers when building your list, for example by encouraging those who […]

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 […]

When people think of email marketing, they usually think of increasing sales, leads, or website visits with offers and content. Email, however, is a versatile business tool that can help your organization in other ways, too. One example is customer surveys. Let’s look at some practical ideas for making the most of this great resource. Embedding […]

Are you using your ESP’s email authentication? If not, you probably should be! Note: if you’d like a refresher on email authentication first, check out this guide courtesy of MailChimp. FreshAddress uses MailChimp for our marketing emails and I noticed one set-up option is to “authenticate” emails. I’ve never thought much about this choice, simply […]

DMA2013 is taking place in Chicago October 12-17 and Austin Bliss, our fearless co-founder and president, will be leading one-on-one intensive post-conference workshops. His focus, “List Growth, Management and Optimization” will dive into deep waters of how to grow a responsive list and keep it clean, active, and engaged. These workshops will be a great […]