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”
Do you ever wonder what are the best days and times to send email?
If you do, you’re not alone.
I can’t tell you when and how often to send messages to your customers or subscribers — there is no “best” time or day to send email. However, I can tell you that if you capture the right data, you won’t need one.
Read More “When Should You Send Email Campaigns?”
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.”
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”