Tips

5 Subject Lines That Defy the Delete Button

Copywriting, Tips|

The biggest threat to your email program today is not evolving deliverability determinants, the rise of social media or even your competitors' email programs. No, the one thing that drags your email program down more than any other obstacle is the Delete button. Smaller than a quarter yet more powerful than the largest opt-in list [...]

Learn Something From Every Message You Send (White Card)

Tips|

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Pre-Promote Emails in Social Channels to Drive Subscriptions

Email List Building, Email+Social, Tips|

I've written before about posting your newsletters on Facebook and other social channels to expand their readership. But what if your email messages are so compelling that their contents could lure new readers? Social media can help with that too. All you need to do is know the content of the message a couple of [...]

Find Your Optimum Sending Time (White Card)

Tips|

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How to Boost Your Email Engagement Metrics

Engagement, Tips|

Normally I advise against aiming to boost a particular email metric, as trying to tilt a particular number can lead to some unstrategic decisions. For example, if a marketer wants a higher open rate he might resort to subject line gimmicks which can cause a temporary spike in the number of people who read a [...]

3 Ways to Target Emails by Subscriber Engagement

Engagement, Tips|

Distill all of the hundreds of email tips you'll find on this blog, as well as the thousands more published on the rest of the internet, and they all say about the same thing: send your subscribers emails that they will find interesting and useful. Unless you have an extremely narrow niche of subscribers, it [...]

Create an Editorial Calendar for Email (White Card)

Tips|

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Why (and How) to Make it Harder to Subscribe to Your Email List

Email List Building, Tips|

Making it harder for someone to subscribe to your email list may sound counterintuitive if you're feeling generous, and downright foolish if you're not. For the last decade, you have heard all manner of advice and tactics for making it as easy as possible to add all the names you can find to your house [...]

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' [...]

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