An unsubscribe link is the law however unsubscribe best practices are about more than staying legal.
Getting unsubscribe right means a cleaner list and stronger deliverability.
I ran usability tests on six brand emails. In the worst-case users needed 2 minutes to unsubscribe and 12% couldn’t find the unsubscribe link.
The test results highlight the best practices and illustrate what confuses customers. A lesson as important to unsubscribe as to buy now links. [click to continue…]
Without much fanfare Google announced to the world at a conference in Holland a new way that brand emails can be featured in the Gmail Promotions tab.
They’re calling it bundles.
Given the relative simplicity of implementation, this could well turn out to be the biggest news for 2019. [click to continue…]
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…]