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Gmail inbox delivery to Primary and Promotions tabsWhilst alarmists might look at the read rate for emails in the Gmail promotion tab of 19.2% and exclaim there is slim chance of your marketing emails to Gmail addresses being read, that is –  well – alarmist.

This latest chart is from RetunPath stats for read rates of emails in each Gmail tab. [click to continue…]

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Email Focus Group Questions

Can a focus group improve email marketing? After all email is rich in metrics already.

I talked to Gretchen Scheiman from L5 Direct and discovered that if you ask the right focus group questions the answer is a clear yes – there is a very good point to email focus group research. [click to continue…]

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How many email accounts on average a person keepsIt’s no secret that most people use many email addresses. So just how many email addresses does the typical person have on average?

The Radicati email statistics report tells us part of the story. [click to continue…]

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Perfect email send frequencyHow often should I send my email marketing campaigns, what’s the best practice for email frequency? It’s a common question and a very important one because email send frequency has a huge impact on overall performance.

The short answer is send 6.21 email campaigns per week, based on performance analysis of 199 million emails.

What’s more unless you’ve undertaken a review of email frequency as below you are almost certainly not contacting your subscribers with the right frequency. [click to continue…]

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Should you add video in your emails? The infographic graphic below claims video in email increases ROI an impressive 280%.

But just throwing a video into your email is not enough. Why? Check out the advice and examples below the infographic to find out.

Why add video in email marketing

Lame content can’t be saved by the video format [click to continue…]

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snoozingAre you throwing away 10% of your revenue by doing what you’ve been told is the right thing with inactive subscribers?

That’s entirely possible if you follow widely held best practice. You know, those subscribers that haven’t opened any of your emails for over 3 months, you might as well stop emailing them?

After all, if you send say two emails a week, then after three months you’ve been ignored almost 30 times. You’re clearly not welcome?

The evidence is to the opposite, some of those subscribers who go through periods of not being interested in your offers can and do come back. In fact I commonly see over 10% of revenue comes from people who would have been considered inactive.

The chart below shows the response curve for the percentage of subscribers who opened by the date of last open. There are two key takeaways from the chart: [click to continue…]

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“What’s the best time to send my email campaign?” is one of the most popular email marketing questions.

Google trends for the phrase ‘email best time to send’ shows continuous growth.

The question of best time to send

And there is no shortage of advice. All it needs is some seriously big data and voilà, the question answered once and for all. Or not? [click to continue…]

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Subject Line QuestionsBecause its human nature to try to answer questions, using a question in the subject line of an email is a great way to engage and hook your reader, so increasing your open rate.

However, just asking any question is not enough to increase your email open rate. It needs to be the right type of question, one that intrigues the reader enough to open, with the expectation of finding the answer.

With the help of a selection of strong performing real subject lines I’m going to give you some principles to creating questions that intrigue and motivate readers to open your email. [click to continue…]

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Email Marketing April fool creative examplesBrands got foolish yesterday and why not? An April Fool email is a great way to add a little spice and fun to the email inbox.

You’ll find some examples of foolish behaviour below and just what made them special, with emails from GoApe, Boden and Redbox. Take a look and see which tickle your fancy. [click to continue…]

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Email Metrics that MatterThe killer feature of email marketing is the metrics. However, just looking at open rates and click rates each month, noting they’ve gone up or down but not using the data to learn and change means you’re missing out.

So what should you do instead? I’ve asked 9 email marketing experts to share how you can get more value from your email metrics, what metrics matter, what you should track and use to drive improvement in your email marketing performance. [click to continue…]

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