Here’s what Dan Zarrella says about getting people to share your Twitter updates, based on a study of millions of tweets: “I found that the phrases “please retweet” and “please rt” led to more retweets” Or as my parents used to say, “If you don’t A-S-K, you won’t G-E-T!” Many senders hope existing subscribers will […]

“How to increase your clicks by 43%” OR “How to increase your clicks” …which headline sounds better? For most people, it’s the former: numbers grab our attention, ooze credibility, and have an almost magical power over us. Your email campaign report is a wonderful source of numbers, but those stats need careful handling. As we showed […]

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, […]

Testing is a popular topic here at FreshAddress, simply because we’ve seen so many clients benefit from using tests to optimize their email campaigns (see this recent post!). Most email marketers think of A/B (split) tests when faced by a choice of subject line, button color, or headline, but it’s not the only approach available. Let’s take a look […]

“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 […]

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 […]

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 […]