In email marketing, one thing you learn pretty quickly is that sending your email is only the half of it. The next part (and arguably the most important) is what happens after the reader receives the email. You track opens and clickthroughs, as well as other metrics, but even this doesn’t provide the whole story.
You should put yourself in your subscribers’ shoes, and ask what you would do if you received your own email. Whether the campaign worked or not depends on the many things your readers do when they get your mail.
Read More “12 Ways Readers Respond to Your Email”
We’re sorry to see the good folks at Goodmail ceasing operations after six years of providing their CertifiedEmail service. They provided a good viable solution for senders who wanted to “certify” that their mail was good, in the attempt to get the absolute best delivery possible.
How it works: Participating ISPs would theoretically prioritize incoming email from Goodmail, and deliver it promptly to the recipients’ inbox. Goodmail email would also, depending on many variables, display all images, include all links, and even display multidimensional applications such as video.
So what went wrong? Hard to know for sure, but we think we have a good idea.
Read More “Goodmail Closes: What Does This Mean for Senders?”
If you’ve sent any email campaigns in the past few months, you’ve already noticed that your traditional metrics no longer seem to matter. Opens and clicks are down, while unsubscribes seem to rise. It’s time to admit it: Open rates and clicks are becoming old hat. Engagement is a powerful metric but it means nothing if you can’t reach your audience. Deliverability is the metric you need to optimize.
Open and click rates are very different for every industry, and even vary by company and brand. The rise in social media even has an impact on open rates. For all the same reasons your company is not exactly like its competitors, your open rates won’t be either. What you really need to focus on are the trends in your own reports, and how they may reflect a more disturbing shift in your deliverability.
Read More “Before Your Email Gets Opened, it Needs to Reach the Inbox.”