With a few months’ worth of the new Net Atlantic Executive Summary report under your belt, you may be wondering how you can improve your grade.
We recommend studying and reviewing trends in your list(s) from month to month. Study your subscribers, list growth, sending habits, opens and clicks, and more. The better you understand each element of your email marketing program, the better chance you have of improving your grade.
Of course, studying is only the beginning; you have to apply what you learn. Below, I’ll take you through the main areas of the Executive Summary Report, and provide some tips on how to improve your results in each one.
In our last post, we explained why it’s important to test your emails before they go out. There are many benefits to incorporating this practice into your email marketing program, from catching typos and grammatical errors to ensuring optimal image display and maximum delivery.
But the biggest benefit of all is a little more abstract.
Picture this: you’ve created a phenomenal email. One of your best ever, in fact. It’s got highly compelling content that’s relevant to your subscribers, gorgeous images, and a call to action that’s practically irresistible. This email is so good, you can’t wait to put it out there and watch the clicks and conversions start rolling in. So you’re really tempted to just pull the trigger and skip the whole testing phase. After all, you know your email is practically perfect.
You want to include that beautiful photo you took, or that gorgeous artwork you created, in your latest mailing. Your image is so good, you can’t wait for everyone to see it. But there’s a problem: when your email goes out, all your subscribers see is a blank space where your image was supposed to be, along with this message:
Now, in Part 3, we’ll discuss why looks matter. No, we’re not being shallow! When it comes to email, the look and feel is very important – especially during the holiday season. Lending some visual pizzazz to your messages is a great way to let your subscribers know that you’re ready to help them celebrate.
So what’s the best way to show your readers that vibrant holiday spirit – without overshadowing your brand or distracting them from your call to action? Read on to find out!
In my last blog post, I played the part of the copy and paste doomsayer, warning all of the dangers inherent in the act of, well, copying and pasting. In particular, I discussed how, with that simple editing function, invisible metadata that has a rightful place in the source document can find its way into the HTML describing your email communications, (where it has no right to be in whatsoever) producing junk code.
While the title may sound like some sort of Hardy Boys mystery (albeit a genre-confused tale involving electronic mail and word processing), it’s really only the preface for a more mundane happening involving two other lesser-known but widely-used siblings: Control-C and Control-V.
Now that a significant number of people read their email on devices other than a computer (be they smartphones, tablets, smartwatches and the like), you’ve got to wonder if the email you’re sending to them is optimized for their particular viewing experience. And we’re not talking about the email content here but its actual layout and presentation. Will the gorgeous 800 pixel wide email you just made look just as gorgeous on an iPhone when it’s proportionately shrunken down to a width of 250 pixels so that it can fit on so teeny tiny a screen? Will the design scale (and rescale itself) effectively when viewed on an Android tablet when you switch it back and forth between landscape and portrait views? Will your One Size Fits All design successfully do its job and actually fit to accommodate all sizes? Probably not.
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