This is a bonus tactic. Personalize your email campaign.  All campaigns should have at least a name (which shouldn’t be a problem if the list is being built and maintained properly).  However personalization shouldn’t stop there.  Advanced personalization increases credibility and conversion rates as it begins to take a personal stake in a recipients interests. Personalizing can vary greatly from

Nothing lasts forever.  That’s as true for email subscribers as anything else.  An email opt-in is not a lifetime commitment.  Opt-outs should be a foregone conclusion as subscribers should have a simple way of removing themselves from communications.  However, many email marketers are reluctant to scrub their email lists of inaccurate or bouncing emails.  Maintaining your email list will help

Test your email communications! It should go without saying but we can get overly comfortable creating our messages. That comfort level can become negligence and testing can get overlooked. This is always a costly mistake. Be diligent in testing emails and set a checklist to confirm that the email is ready to send. Every decent email marketing program offers a

Send frequency is an important aspect of email marketing. Defining a send frequency serves two purposes: It sets a production schedule. Provides communication delivery expectations to recipients. Setting a production schedule is critical. The #1 biggest killer of email marketing campaigns is that the person running the campaign didn’t set a production schedule. When an email marketing campaign is run

All email recipients won’t respond to the same offer. That seems like simple common sense but many email campaigns ignore the advice. The person running the email campaign (or their boss) has a single item or event they’d like to promote and the email campaign pounds it to a pulp. For those people that aren’t interested in that particular promotion,

Landing pages are essential for a successful email marketing campaign. Web and email users have an expectation for immediacy.  Landing pages instantly link recipients to the offer the email promised with no need to navigate.  When recipients don’t have any trouble finding what they want, there is less friction in completing the action.  Obviously as email marketers, our goal is

The subject line in an email marketing campaign is the front line. It’s the first thing a recipient sees and forms their judgment about whether the email should be opened or deleted as SPAM. It can make or break a communication. Make sure the subject line honestly and succinctly states what the email is about. Brevity is the soul of

There are a lot of options for sending email marketing campaigns.  Some are good, some are bad, and some are ugly.  Whatever solution you decide on should be specific to email marketing.  Using a patchwork of technologies to run an email marketing campaign wastes time, usually causes technical problems, and adds risk to violating legal guidelines.  Use a technology that

Maintaining privacy is essential when running an email marketing campaign. Subscribers have signed up to receive communications from your organization, nothing more, nothing less.  Don’t betray that trust.  Maintain subscriber information privacy. There are two common ways that email marketers violate subscriber privacy: Cross promoting with other organizations Selling their list to other organizations Cross promoting can be a tricky

There is a lot of debate over which email format is better, text or html.  Text supporters site small files and less chances of filtering.  HTML supporters site better layouts and superior conversions.  Like most things, there are pros and cons to both.  Truly superior email marketing campaigns don’t make a choice for recipients, they let recipients choose their preference.