Email marketers often ask: “Why did my email end up in spam?” Deliverability remains a mysterious and difficult subject to tackle. Three key factors influence your deliverability: identification/authentication (your infrastructure), reputation (a receiver’s rating of your sending domain and IP addresses), and content. What’s the easiest to control? Your content.
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.
While email marketing excels at driving sales for retailers, there are very real dangers to being overly promotional with your email messaging mix. Here’s why that danger is rising, plus five soft-sell tactics to help you avoid subscribers tuning you out…
Justine Jordan, Marketing Director here at Litmus, was recently recognized as eec Email Marketer Thought Leader of the Year. This great news gave us the perfect opportunity to acknowledge all the thought leaders in the industry—because without them we wouldn’t have the community, the conference, or the tools that help us push email forward every day. This list of email geeks are the people who passionately (and happily!) spend their days planning, writing, coding (and debugging… and debugging), testing, and executing emails.
The travel industry likely has a large percentage of subscribers that, well, travel. A natural consequence of traveling is reading messages in non-desktop environments, so mobile optimization should be a high priority. And, as always, content should be helpful and relevant to the subscriber. Guestfolio, which offers Guest Relationship Management tools for the travel industry, keeps all of the above and more in mind with designing their customizable newsletters. Using customer Black Rock Oceanfront Resort as an example, let’s take a look at how Guestfolio improved Black Rock’s confirmation emails.
After seeing an increase in mobile subscribers, Chalk and Pixel, a full service digital creative agency, revamped one of their client’s newsletters to be more mobile friendly. Their client, Auto Trader, was sending out a monthly newsletter to approximately 250,000 subscribers and continually seeing more of those subscribers opening on mobile devices. Alongside the redesign, they also revamped their content strategy with the goal of becoming the go-to source of information for motoring enthusiasts and car owners.
Every email you send should have a purpose, and that purpose should be reflected in the call-to-action (CTA). If you’re not sure what your call to action should be, ask yourself the following questions: “What do I want the recipient to do?” “How will they know how to do it?” “What’s the benefit to them?” […]