While it’s true that added friction reduces the likelihood of a desired action, activity in an of itself should never be the sole aspiration of an email marketing strategy. Overall list engagement is a better indicator of program health rather than the size of your lists.
Easy to say if you’re a brand with a sizable database, right? Consider this: companies that win don’t do so because of list size, but rather list engagement, and when it comes to engagement, the double opt-in method holds a clear and obvious advantage.
When it comes to writing email copy, it’s not hard to see why so much focus is spent on subject lines. Chances are that your subscribers receive many permission–based emails every single day. If your subject line isn’t compelling, not only will it not get opened, but there’s a chance that it won’t even be seen. Joanna Wiebe shares her tips for creating captivating subject lines that get opened.
Think back to the most important email you sent last month. What comes to mind? It could’ve been a newsletter or promotion, but it’s also possible that the most important email you sent last month was actually written months ago—in the form of a transactional email.
Your subscribers didn’t wake up this morning looking to download or sign up for anything. Instead, they may have woken up, like many of us, either wanting or needing something. Your button text should reflect the latter.
For most brands, a person’s email address is as good as any currency. Not just because it’s how they communicate with and, advertise, promote, sell, and even deliver their products to customers, but more importantly, because it signals the subscriber’s willingness to listen.
Writing for email may be one of the most difficult jobs in marketing. Different segments require different messaging. The devices your subscribers are using affect the perceived value of your copy. (What’s helpful on desktop may be long and laborious on mobile.) And subject lines? You have just a few short words to compel your subscribers to open, otherwise all that copy you wrote has significantly less impact. The words we choose matter.
Your customers view any irrelevant or unwanted email as spam. It doesn’t matter how long they’ve been a customer or if they’ve given you permission—if your email is repeatedly of little to no relevance to them, it’s spam.
This week, Google announced it will be rolling out a nifty new feature to its Inbox app called Smart Reply. The idea behind it is simple: after you receive an email to your inbox, Google will suggest—or perhaps more appropriately, predict—phrases to use when replying. But, is this a cool, useful new feature? Or yet another “yay, technology” moment that’ll never generate any widespread adoption?
AOL has reintroduced its webmail app, Alto. Alto supports all the global email providers, allows you to pull them all together in one inbox, and easily switch between them all in one app. Beyond the usual display options in most email apps, Alto boasts some pretty unique organizational tools that automatically highlight important (and personal) information so it’s easier to find. In this post, we’ll cover Alto’s features, and how it displays email.