Summary:
Maintaining deliverability can be tedious. It’s easy to get lost in the details and lose sight of the big picture -- the deliverability tactics that matter most.
Check out the five tactics this flash deals website says are the most important to keeping its average delivery rate above 99%. You’ll find why the team doesn’t wait for people to unsubscribe, and what you need on your registration page to prevent it from killing your list. continue...
Summary:
Late last year, we made a major change here at MarketingSherpa in our newsletter article access. Previously, new case studies and how-to articles were available with free, open access for only 10 days.
Now, our entire library of case studies and how-to articles is available to you. This marketing resource contains 2,986 MarketingSherpa articles, dating back to 1999.
We pulled this article from the MarketingSherpa library to show that a how-to on testing email programs from two years ago is still relevant today. Read on for five ideas to include in your email testing and optimization program. continue...
Summary:
Deliverability is a complex topic that challenges every marketer using email. However, it is an even greater challenge for B2B marketers.
B2B marketers must meet unique deliverability rule sets for each individual domain in databases filled with hundreds or more. Whereas B2C marketers likely have a database full of freemail accounts, and can resolve an issue with that provider and settle a huge portion of the list with a single effort.
Read on for six tactics from two email deliverability experts. They cover tactics on reputation, testing, domain distribution reports, mediation and more. continue...
Summary:
We spend so much time picking lists, choosing offers, and writing subject lines that it's easy to neglect email designs. But, your email's presentation, and organization, can be critical to its success.
Improve your open and clickthrough rates by seeing what to cut, what to keep, and how to focus your message. We spoke with three design experts to find out how to make your emails look great and perform even better. continue...
Summary:
Mobile, social and email are three marketing channels that work best as an integrated whole, but both mobile and social can be a challenge for B2B marketers.
This discussion with two industry experts, who served as panelists at the recent MarketingSherpa Email Summit 2012 held in Las Vegas, features four ideas for integrating these channels with a focus on the mobile B2B marketing channel. continue...
Summary:
While triggered email alerts can keep your brand and message in front of your email subscriber list, a poorly-designed campaign can prevent these outreach efforts from being a positive experience.
Paul Ramirez, VP Operations, Eventful, and his team produced triggered email alerts that kept click-to-open rates in the 60% range throughout 2010. Ramirez will share how his team successfully welcomed new members to their brand at our upcoming Email Summit 2012. Read on to discover how a global events website regularly reaches out to its subscribers through an alert program with consistently strong results. continue...
Summary:
As social media grows in popularity and effectiveness, some are predicting the demise of email marketing. But, why kill a channel with two billion regular users? Instead, leverage the influential effects you get from social media within email.
By enhancing your message using interactive technology, with direct and immediate customer feedback, your email campaigns can become a new social media variety. Interactivity lets you dynamically update emails with responses from your audience, or those who influence them. Learn six tactics to leverage interactive technology to add social reinforcement within your emails. continue...
Summary:
Email marketers who only consider their online impact might be missing part of the picture. Increasing offline sales, raising brand awareness, and other hard-to-measure benefits are often ignored for hard and fast conversion goals -- but not at Columbia Sportswear.
Check out how this apparel brand shifted its email program away from promotional emails and toward branded messages. See why the team took an "educational" approach instead of a hard sales push, and why Columbia designs its emails for mobile audiences. continue...
Summary:
With smartphone sales and email access showing significant growth, how should marketers change their email strategies to create a compelling mobile email experience? Is it simply a matter of reformatting what you already have for a small touchscreen, or do you have to rethink the entire strategy?
Check out these 5 tactics to help you find smartphone users, add them to your email list, and get them to convert. continue...
Summary:
Delivering highly relevant content is critical to the success of your email efforts. Yet, how can you stay relevant when so many uncontrollable variables affect your subscribers at the time your content hits their inbox?
By harnessing three key controllable elements – timing, segmentation and content – you increase the odds that your emails will find a receptive audience. Learn eight tactics you can use to wield this control, and improve your chances of engaging subscribers with more relevant emails that boost conversion rates. continue...
