In a recent post, we explained how your list building practices and communication policy help build trust in your email marketing. Here are eight more tips to help ensure subscribers feel comfortable with your messages… Building trust through recognition In order to leverage the trust you’ve built in your brand or organization through email,  it must […]

Have you ever thought to yourself, “Well… that promotion didn’t go as planned?”  If so, you probably dissected, analyzed, and scrutinized the plans and outcomes to improve your next campaign.  LG will certainly be doing a whole lot of scrutinizing and damage control after their latest blooper. Earlier this week, LG launched a campaign to […]

Sending email can sometimes feel like a salmon run. Instead of rapids and bears, messages must navigate spam checks and filters to reach their end destination: the hallowed inbox. Your email marketing software or service provider tells you how many of your emails were delivered. Provided you keep your lists free of invalid email addresses, […]

If you’re not one of the 500 million active users of Gmail, or you’re not much of an email marketer, then maybe you haven’t heard: Gmail has been rolling out a brand new inbox for their desktop and mobile users. The new interface automatically categorizes incoming emails into different sections or tabs. Primary: The default tab, […]

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 […]

One of email marketing’s great advantages is that it’s data-driven. You can modify what you send, when and to whom, based on the information you have about subscribers and their responses to your messages. Segmentation and other targeting tactics become easier and more effective if you have relevant subscriber data. It’s tough to send a […]

Simple sign-up forms for promotional email don’t need much thought. A field for the address, a submit button…done! Slap it up on your web pages and wait for that list to grow. Yay! Or not yay! Handing over an email address is a commitment, so the sign-up form needs to eliminate any friction – emotional […]

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 […]

What’s the most creative and exciting part of email marketing? Writing the preheader! Well…maybe not. It does, however, deserve your love and attention. There are good reasons why you find that line of preheader text perched at the top of any “anatomy of a marketing email” chart. In email marketing, the early impression created by your […]

What do a Twitter post, a Vine snippet, a Facebook update, and a QR code have in common? They have all condensed something bigger— an experience, an ad, or an idea—into its most succinct and compact essence. This concentrated way of communicating larger themes has itself become a meme – “snackable content.” It’s popped up […]