Tips

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 [...]

Emailioration Monday, 6-4-12: Use Narrower Content for Deeper Engagement

Content Strategy, Emailioration, Newsletters, Tips|

Many emails are written to try and include something for everyone, with content aimed at multiple roles, functional responsibilities, levels of seniority or interests. I understand the logic: if subscription is open to everyone, we had better include something for every person who subscribed, so they don't find zero value aimed at them and then [...]

Emailioration Monday, 5-14-12: Cast Aside Email Myths and try “Free” In the Subject Line

Copywriting, Deliverability, Emailioration, Tips|

Despite increased and even clinical understanding of what affects deliverability, it is still easy to remain a little superstitious about it, allowing old myths to persist unchallenged. Whether or not it was  ever true that certain words or phrases would trip a spam trigger and automatically result in emails not getting through, some myths about [...]

Emailioration Monday, 5-7-12: Reserve Unique Content for Emails

Content Strategy, Emailioration, Tips|

One of email's primary functions is to call attention to drive people to some product or piece of content on your website - a webinar registration, blog article or new product information. Email works well in this capacity - to serve the interests of your other media. It merchandises your content well and can drive [...]

Emailioration Monday, 4-30-12: Add Your Spouse to Your House List

Emailioration, Tips|

This week's tip works best if your spouse - or significant other, or roomate, or mother, or whomever you live with - is not an email marketer. The idea here is to get the perspective from someone who does not know your craft or even your industry, to weigh in on whether or not the [...]

Emailioration Monday, 4-23-12: Be More Social

Emailioration, Social Media Marketing, Tips|

As always, this week's Emailioration tip is something you can change today to improve your email results this week. But unlike previous tips, this change is not something you modify in your email program, and in fact takes place entirely outside of the inbox. To improve your email results, be more social. One of the [...]

Emailioration Monday, 4-16-12: Ask For Less

Copywriting, Emailioration, Tips|

Many marketers use their emails as direct response vehicles, designed to drive conference or webinar registrations, sell reports or renew memberships. But the inbox is not where the transaction takes place; that usually happens on the website, where the "Register" or "Buy Now" or "Renew Here" buttons are accompanied by pages full of complementary content, [...]

Emailioration Monday, 4-9-12: Use the Unexpected in Subject Lines

Emailioration, Tips|

The challenge of email therefore is not finding the right people for your message (you already have them on your list) but making sure your message gets through. The subject line is not just the first chance you have for arresting attention; in many cases it is the only chance. To stand out, use subject [...]

Emailioration Monday, 4-2-12: Review Metrics from the Last Message Before Writing the Next One

Emailioration, Tips|

Most email marketers look at their metrics in the 24 or 48 hours after they send a message, since the email is fresh in their mind and they are anxious to see how they’ve done. The objective of your email metrics, however, is not to just to tell you how your last message performed. Rather, [...]

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