A commonly held email A/B split test best practice is to only test one change at a time.
The logic is simple. If you make multiple changes at once in your email split test treatments you won’t know which change was important to getting an uplift.
Whilst there is truth in this, sometimes you’re simply starting from the wrong place with your email split tests and making just one change at a time may stop you finding the best performing email.
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Want to know why some email copy gets impressive results, is there a secret sauce?
Help is on hand with this roundup. I persuaded 12 experienced email marketers to let me in on their #1 email copy tip.
I’d be very surprised if in the next 2 minutes of reading you didn’t find at least one email copy tip that helps you improve the effectiveness of your copy. [click to continue…]
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.
Lame content can’t be saved by the video format [click to continue…]
Because 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…]
Brands 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…]
High open rates can make you feel good but you should be much more concerned about high click rates.
The reason? Simple, clicks translate more closely to real business objectives and revenue. In fact analysis of 196 campaigns showed [click to continue…]
It’s easy to think that all you need to do is put a good offer in the subject line and bingo you’ll get the best open rate.
But could how you talk about the offer make a difference? [click to continue…]
Your customers don’t experience single emails but rather the continuous flow of email content you send. If all your emails feel like the last one it’s time to take stock.
So rather than planning and conceiving email campaigns in isolation to each other, you need to stand back, look at the mix of content and types of email you’re sending over time. [click to continue…]
Awards are valuable assets when it comes to marketing. Sure you can tell everyone you’re the best but let’s be honest, who’s going to really believe you?
A third party endorsement with an award speaks volumes more. Winning awards isn’t just luck either; you can load the dice in your favour.
Parkdean have come top in their category for a British Travel award in 3 out of the last four years and they were runner up in the fourth of those years. Impressive stuff, how do they do it? [click to continue…]
The delete key is only seconds away, so how do you structure an email to avoid being deleted?
Eventbrite asked me to deliver email copywriting tips at the London Brite Space event, to help event marketers avoid the delete key and aid conversion.
As the copy tips are relevant to more than just event invitation emails and went down so well I thought I’d share them and slides here. [click to continue…]