Content Strategy

Three Ways to Optimize Email (that aren’t actually about email)

Content Strategy|

This post is being republished from the Real Insights Archive. I've written before about optimizing email. In fact, that's almost all I write about here - ways to pump up your results through better subject lines, more targeted content strategies, list management, A/B testing and other tactics. Many of the features and reports you need [...]

Tunneling Out from an Email Emergency

Content Strategy|

This blog post is being re-published from the Real Insights Archive. Tunneling Out from an Email Emergency by Mike May published on 2.9.10 in MediaPost’s Email Insider I love the snow. It doesn’t come down all the time and whenever it does, I meet it with anticipation and delight. Once in a while it’s a [...]

Your Email Pantry: Does the Sauce Need Moroccan Coriander, or Just Salt?

Content Strategy|

This blog post is being re-published from the Real Insights Archive. Your Email Pantry: Does the Sauce Need Moroccan Coriander, or Just Salt? by Mike May published on 1.15.10 in MediaPost’s Email Insider We watch a lot of Food Network in my house. We have several shelves in the dining room crammed with cookbooks, folders [...]

6 Things Your Subscribers Expect You To Do Differently

Content Strategy, Engagement, Segmenting and Targeting|

When we talk about "the evolution of email" part of what we're referring to is the technology and how we as marketers use it. Industry-side evolutions in the past year or two include the linking of email and social, marketing automation, triggered messages and data integration. But I believe most of email's evolution is centered [...]

How to Win the Battle for Inbox Attention

Content Strategy, Engagement, Segmenting and Targeting|

With email volume on the rise, social and mobile siphoning off subscribers' time, and an increase in popularity of inbox management applications that make it easier for people to deal with email by kicking much of it to the curb before it even arrives, it is pretty clear that the battle for inbox attention is [...]

Creating Better Emails Faster With Repurposed Content

Content Strategy, Copywriting, Tips|

I give a lot of advice on how to write better emails, but the word I really should use is create. The endgame of your email is to create a message that provokes a desired action - a website visit, conference registration, membership renewal, subscription or some other outcome that moves your business forward. Part [...]

How Promotional Emails Can Still Keep Out-of-Market Prospects Engaged

Content Strategy, Tips|

There is a version of the 80/20 rule in email, where the majority of your clicks come from a minority of subscribers. Your email ROI doesn't suffer as long as the 20% (or so) drive the registrations / subscriptions / revenue / etc. that you need. But there is a hidden cost to emails that [...]

Email Tip of the Week: How (and Why) to Repurpose Content for Email

Content Strategy, Tips|

Most of what we find in the inbox are pointers, excerpts and other highlights designed to pull us through the message and onto a website. In this way, email works more like the trailer to a TV show that is on later tonight, where the objective is less to reward the audience immediately than it [...]

Email Tip of the Week: Personalization is Content, not Technology

Content Strategy, Tips|

Last week, Facebook made email headlines again because of a "misconfiguration" that resulted in personalized spam to the friends of Facebook users whose accounts were compromised. A number of my friends' accounts were among them, so I received a handful of emails that were surprisingly effective in their simplicity. The sender names were my friends' [...]

Achieving Your Optimal Email Frequency

Best Practices, Content Strategy, Published Articles|

For my column in MediaPost this week, I drew inspiration from a webinar I co-presented last week on Email List Building. The marketer co-presenting revealed that for some of her company's subscriptions they were sending as much as 3 emails per day. Volume like that flies in the face of conventional best practices, but throughout [...]

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