In my former role as an email marketing manager, I was in charge of publishing a daily email newsletter to more than 200,000 readers. When I started in the job, we were publishing about three times per week, but over the years increased that to mailing nearly every day. Most of our readers were happy to have more content from us, but some felt overwhelmed by the amount of and frequency of the information coming in our email newsletter.
After noticing a drop in retention rates, we decided to create a special weekend edition of the newsletter with a special format and its own opt-in. I authored the issue, writing a topical, timely column each week In addition to the section that I wrote, the newsletter included several special features that only occurred in that issue on the weekend. Over time, readers realized the value of the weekend edition and it eventually became the issue with the highest number of subscribers, highest open rate and highest conversion rate of any that we sent all week.
Read More “Increase Retention, Engagement and Sales with a Special Edition”
I recently wrote in this space about five simple steps to improve the look of your email newsletter and today, I want to follow up on that with a post about how to improve the content of your email newsletter in five more simple steps. Implementing these suggestions will keep your email newsletter content fresh and get readers’ attention so they’re more engaged for longer.
1) Inject personality.
No matter how serious your business is, there’s always room to make things personal. People respond to people (which is why photos are so effective, as I discussed in my last post). So don’t be afraid to let people get to know you. Provide real-world anecdotes that relate to your larger point, discuss a problem you had and the solution you came up with, even talk about your family if it’s relevant. You’ll be far more memorable and better able to connect with readers if they think there’s a real person on the other end of your email.
Read More “5 Ways to Keep Your Email Newsletter Content Fresh and Engaging”
Marketers know there is no magic formula for an ideal email marketing campaign. The secret to an effective email campaign, whether it’s to get more web traffic, grow sales, or increase donations, is through testing and optimizing emails. If used correctly, email marketing offers a great opportunity for brands to increase subscriber satisfaction and retention, and drive results.
An effective email campaign is targeted and tested. Targeted, to ensure the message is relevant for the recipient. Tested, to ensure the message is as effective as it can be within the constraints of the campaign. With so many different variables you can test, here are the top 10 tips for split testing email campaigns:
Read More “10 Tips for Split Testing Email Campaigns”
Just because you are a small business doesn’t mean you lack the resources to integrate email campaign tactics that are deployed by large organizations into your marketing strategy. Email service providers are now making it easier for companies to automate their emails and implement nurturing campaigns, despite having a one person marketing team. All it takes is a little time and patience to outline a strategy, set your campaigns and analyze your results.
It is understandable that small businesses are overwhelmed with the amount of features that are now available to email marketers. It is easy to feel like you don’t have the time to log into your system and build out a lifecycle campaign that will engage your audience for the next 6 months to a year. Heck, you can hardly find time to pay your vendors and follow up with your customers. But think of the extra staff you can hire after your email campaigns get a 600% lift in performance.
It is time to stop making excuses and dedicate time to your email marketing campaigns. Implement these steps into your email marketing and it will start to reach its potential ROI.
Read More “Tips to Send Email Campaigns Like One of the Big Guys”
What does surfing have to do with email marketing? Well, both disciplines require a strategy, timing, preparation, and best practices, or what we surfers call surfing etiquette, to make a memorable surfing session.
Speaking of surfing; that’s a photo of me at one of my favorite hometown breaks in New Hampshire. I know what you’re thinking; surfing in New Hampshire… do they even have beaches there? The answer is yes, we sure do! But lets get back to email marketing.
Read More “Make a Splash: Surfing Etiquette for your Email Marketing”
I have sent multiple emails to different email providers (Yahoo!, Hotmail (Live), Gmail, AOL, etc.) with no success. They’re not making it into my inbox, or my recipients’ inboxes.
Email delivery can fail at any number of places along its journey from the sender to the intended recipients…even if the recipient is you! As the possible issues are limitless, in this post, I’ve covered some of the most common reasons that emails may not be delivered to an inbox.
Messages can evade inboxes and end up in junk email, bulk email, spam, or trash folders due to automatic spam filtering or filters that you’ve configured, your administrator has configured, or an email client has chosen by default. Also, those who engage (open, click, forward, read, re-read, or have your ‘From’ address in their address book or contacts list) will see the message in their inbox, where other members of your list, at the same domain (IP address or web address), who do not actively engage or have your ‘From’ address in their address book or contact list, see it in a secondary folder.
Read More “I’ve sent multiple emails and they’re not making it into my (or my recipients’) inbox!”
When designing email newsletters and marketing campaigns, it is important that you consider the limitations presented by email readers. Many users, either by personal preference or email client defaults, are blocking images from being downloaded in the HTML-formatted messages they receive. Thus, it is a good practice for email designers to prepare for both image “off” and “on” scenarios.
Here are some of the basics you need to know about using images in email:
Read More “Do Your Images Detract From Your Message?”
One thing to do when your writing is true
is to use it to always engage.
Your customers love to receive from above
some new insight on what’s all the rage.
If there is a trend you will need to defend
why you’re standing outside looking in.
Here’s a quick tip, if you run a tight ship
you’ll get noticed above all the din.
Read More “Why your email should rhyme (from time to time)”
Make new friends, but keep the old.
One is Silver, the Other is Gold.
This was one of the very first things I learned as a little girl in Girl Scouts. Every so often I find myself humming the tune and singing a few of the verses that I now just barely remember. I stood around a circle and sang this song with 20 other girls so long ago and yet I still remember the lesson learned in the lyrics.
Silver shines bright. And Gold does too.
Keep them both. And they will shine for you.
Even though as young girls we were taught this lesson in friendship, as adults we can apply this message in many aspects of the business world. As I quietly mumble the words, I am thinking of how so many companies are starting out in their social media endeavors. Social media marketing initiatives are valuable, but the email marketing can still shine for you.
You have one hand, I have the other.
Put them together, We have each other.
Read More “One is Silver, the Other is Gold”
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”