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 […]

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 […]

So much for a slow summer! Anyone paying even a little attention to the email marketing space over the past couple of months has seen a blizzard of activity as ESPs big and small get snapped up. First there was ExactTarget’s acquisition by Salesforce.com, then Adobe’s takeover of Neolane, and most recently Deluxe Corporation’s purchase […]

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, […]

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 […]

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! […]

In this issue we profile Jeremy Laverdiere, Account Manager here at FreshAddress. Jeremy has worked at FreshAddress since May of 2011. Read on to hear him share some great insight into success in sales and life… FreshPerspectives: So I hear that two exciting things took place for you career-wise over the last month. Can you […]

The rise in popularity of social media doesn’t mean the demise of email marketing. In fact, social media has the potential to elevate the effectiveness of email when the two are integrated wisely. Each channel has a valuable role to play. Social is an ideal tool for informal, organic “conversations,” lead generation, branding, and content […]