Email brings brands into our sanctum sanctorum, our inbox. And even if we don’t go further than the list of emails, we see brands, products, offers. If we view the preview pane, we see logos and inviting images of fleece slippers or cool gadgets. All of this builds brand recognition and strengthens brands and often has a bottom-line result, even if it’s one that’s hard to measure. That’s because email has a “nudge effect.” Even if we don’t open an email we still register it and may still engage and transact with the brand in another channel or at a later date.
In order to provide the most relevant marketing content, you have to understand your audience. Their likes, dislikes, pain points and challenges. Anticipating who will be reading your message is key to producing effective email marketing content. Plan your content from their perspective. Ask yourself these questions to see how much you understand about your [...]
The Retina display has caused a mini-revolution among the web design industry in the last couple of years. How can we prepare our emails to display at their best on them?
Default character lengths of email From Name and Subject Line displays in popular smartphone and tablet devices With the rise in popularity of mobile devices, email marketers must adapt their message to communicate effectively with recipients using smartphones and tablets. In the mobile inbox, the first thing a recipient sees is your From Name and [...]
Watch Out: Dangerous Email Walk away from the light! Don’t make mistakes that could kill your business. Okay, okay, maybe that’s a bit too dramatic. But really, far too many people are making email marketing mistakes that decrease their chances of success. Avoid the pitfalls, and consider the following errors – and at times even blunders – [...]
Delivering the right message at the right time to the right audience has always been at the core of email marketing success. According to a recent BtoB Magazine survey, marketers see “delivering content relevant to a segment” as the most important tactic to improving email marketing performance. Nearly half of all marketers feel this tactic [...]
The goal of email marketing is relevance and action. Recipients want emails that speak directly and are interesting to them, while marketers want emails that get results. The first and most important step towards improved email relevancy and results is: targeting. A recent Marketing Sherpa case study suggests a 208% higher conversion rate for targeted emails over regular, untargeted email blasts. Here are ten tips to help you improve your email segmentation and targeting.
Email is the cornerstone of online business, so there’s pressure to make your messages irresistible to your readers. How do you make sure your emails are opened? How do you make sure people read beyond the first few words? Here are some tips to help ensure your open and read rates are as high as [...]
When it comes to email marketing, we should all be doing better. And we know it. In fact, 61% of email marketers admit they could do better. And the remaining 39% are lying.