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 […]

Email design is important. Deliverability is very important. But then so is your subject line. And your offer, copy, call to action, timing and targeting approach. Of course, none of these will make any difference at all if nobody is actually on your email list! That’s why attention also needs to go to address acquisition […]

Everyone’s list of email marketing success factors includes the idea of relevancy. “Make your emails more relevant” urge experts everywhere. Great, but…um…how? The same experts point – rightly – to the exciting potential in automated messaging, segmentation tools and similar. But one tactic that is often overlooked is the simple event or news tie-in.

Spend five minutes with any email expert and they’ll tell you to “deliver value to your subscribers!” OK, it’s good advice. But…hot offers and content are just a waste of inbox space if your email doesn’t catch the subscriber’s attention. And if they don’t even recognize your email, they might mark it as spam. Ouch! […]

Send the right offer to the right customer at the right email address – that’s a key goal of a robust email marketing program. How do you accomplish this? The answer shouldn’t be surprising: Know your customers. But that can mean a lot of different things. There’s a lot of room on the spectrum between […]

Like a good argument? Simply ask email experts to describe the “right” subject line approach. Then step back and enjoy the fun discussions on length, branding, personalization, capitalization, symbols, punctuation and, of course, words like “free”. Given the ongoing arguments, should you just rely on your intuition to write a winning subject line? Unfortunately, anyone […]