I just finished reading a whitepaper that highlighted the top words used in subject lines. The paper even broke down the report based on industry. The tone of the paper suggested email marketers incorporate these words into their subject lines. This left me quite perplexed.
When I open Gmail the last thing I want to see is the same word 50 times as I scroll down my inbox. I want to be captivated by a screen full of compelling words, each subject line a little different then the next. Those that have a boring string of words I want to leave unopened until I check them off and hit “Delete”.
Read More “Stand Out in a Crowd (of Words)”
So the U.S. Postal Service has now proposed to raise the cost to send a first class letter from 44 cents to 46 cents. Do you think that’s a good idea?
It costs a fraction of a cent to send an email message to anyone in the world, regardless their location and length of your message (including attachments). It usually arrives in mere seconds. It usually doesn’t matter if it is raining, snowing, or hot outside either. Compared to email, a postal letter is probably about 10,000 times more expensive to send. Simply put, a postal letter has become a luxury item.
That’s unfortunate, because I enjoy getting postal mail. As long as the ratio of bills to quality mail is reasonable, postal mail can be a great way to communicate. For cards and letters, catalogs and magazines, and other types of packages, there is nothing quite like getting an unexpected piece of postal mail.
Read More “The 46 Cent Luxury Item”
What is the best email address to use for your email marketing messages?
If you’re struggling with this question for your own campaigns, congrats! You’re thinking pretty deeply about optimizing engagement and interactivity with your readers. There are basically two schools of thought: 1) Your readers want a ‘personal’ approach and will respond to an email from their friendly sales executive named Joe instead of an impersonal, faceless corporation, or; 2) Your readers understand your brand and will welcome news and updates from your company, but will feel ‘tricked’ by your attempt to use a personal name.
Notice, in both cases, I assume you have an existing relationship with your readers.
Read More “From: firstname.lastname@example.org (aka DELETE ME)”
Use the five buyer decision stages to optimize your message.
We B2B marketing professionals think about our target audience practically every minute (It’s kind of an obsession). We know their revenue, number of employees, titles they hold, their budgets, their hobbies, and most importantly, their decision roles. This is static lead info, and we try to know as much as we can.
But what about dynamic info, that changes over time? For instance, when are people ready to buy?
Read More “B2B Email Marketing: It’s All in the Timing”
Subject lines -do you start every email campaign with a subject line that encapsulates the message in one easy-to-read headline? Do you make it short, easy to understand, and most importantly, shareable? Or do you wait until the last second before you send your campaign and throw a subject in as an afterthought?
Either way (and you know which way you should be doing it), here are some tips that will help you reach the inbox and will help you get your emails read.
Read More “Email Subject Line Tips”
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