Turning On New Subscribers

Emailioration, Newsletters, Tips|

Whether you’ve just added a new customer, newsletter subscriber, or member, your first email has the potential to make or break the relationship. The first email a new subscriber should receive is a triggered message confirming the new subscription or transaction. The performance of triggered messages is vastly superior to business-as-usual emails because it is the one time when you know your audience is attentive and even anticipating a message from you. However, simply telling them in machine-speak that their subscription is confirmed not only squanders nearly perfect audience attention; it also loses you the chance to build on the momentum they’ve started by subscribing in the first place, which pays off in every subsequent message. So what to do?  Use your confirmation email to set the tone for the rest of your email program: be engaging, including links to your social sites and leaving them wanting more. Make it graphically appealing with calls to action and information about upcoming events and new products. […]

Emailioration Monday, 8-6-12: Revisit Scheduled Sends

Emailioration, Tips|

It used to be that when you send an email would not have a huge impact on engagement metrics. Because messages linger in the inbox, many messages would continue driving opens and clicks hours and even days after their arrival, once recipients logged in and worked through their new mail. But over the past couple [...]

Emailioration Monday, 7-30-12: Use Email to Build Anticipation for Email

Emailioration, Engagement, Tips|

The more your subscribers anticipate your email, the higher your open, click and conversion rates. You can build anticipation in many ways, including promoting upcoming newsletters through your social channels or on your website. But the inbox itself is also an excellent channel to promote upcoming emails, as demonstrated by The Clymb, a daily deals [...]

Emailioration Monday, 7-23-12: Market Your Newsletter Like a Product

Emailioration, Newsletters, Tips|

As marketers, much of the work we do is around positioning, promoting and otherwise selling our key products. We see where they sit in the competitive landscape and make adjustments so that they possess some unique appeal. We identify appropriate channels of distribution - either for the products themselves or for the marketing messages that [...]

Emailioriation Monday, 7-16-12: Find Your Fold

Copywriting, Design Tips, Emailioration, Engagement, Tips|

You have seen email advice articles I'm sure that advise marketers to make sure that the most important content within a message is "above the fold." If the call to action or key content element is visible as soon as someone opens the email, the assumption is that the message has its best chance of [...]

Emailioration Monday, 7-9-12: Try Something You Don’t Expect to Work

Best Practices, Emailioration, Tips|

Best Practices, or doing what you and others in the email business have learned over the years works well, are the safest way to manage your email program. We used to say in the IT Industry, "Nobody got fired for buying IBM." Similarly in email, nobody is going to have some explaining to do in [...]

Emailioration Monday, 7-2-12: Invite Replies

Emailioration, Engagement, Tips|

If you have 37 million subscribers and you're using email to broadcast the 2-hour sale that starts right now, you probably don't want to make it easy for your subscribers to bombard you with product and pricing questions. But chances are your list is smaller and you are using your emails to drive engagement as [...]

Emailioration Monday, 6-25-12: Create (and Distribute) a Monthly Email Report

Analytics, Emailioration, Tips|

A monthly overview report of your email activity and metrics won't make your next message perform any better, but it does improve your program in a few other ways: 1. Compiling a reports are the best way to remind yourself to watch trends. Your open or click rate on your last newsletter is meaningless without [...]

Emailioration Monday, 6-18-12: Clicks are Wins

Emailioration, Tips|

There is no arguing that emails drive action. But the action they drive is closer to the first step in the funnel, not the last. While we may send out emails to sell products, drive conference registrations, prompt downloads of research papers or run up advertising-laden page views, the truth is that the email actually [...]

Emailioration Monday, 6-11-12: Promote Social Alternatives on Unsubscribe Page

Email+Social, Emailioration, Tips|

Unsubscribes are inevitable, but they don't always mean your subscribers just aren't that into you. An increasing number of departures from email lists are not eschewing your brand as much as trying to manage the load on their inbox. I see a lot of brands try to talk customers out of unsubscribing, but a better [...]