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

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

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

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

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

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.

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

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

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

An email marketing campaign is a series of emails.  Don’t try to fit too much into a single communication.  Focus on one small offer or one small topic.  The other things you want to cover should be laid out in other communications in the campaign.  Each email in an email marketing campaign should have a