Personalize Your Emails To Improve Response Rates

If you want to improve email opens, click rates and overall campaign performance, I have one word for you: personalize. According to a 2015 study by Experian Marketing Services, personalized emails – in which the sender merges the recipient’s first name in the subject line – boosted open rates by up to 40 percent. Transaction […]

Technology Can Automate Follow-ups

Trade show follow-up used to be a nightmare for my company’s sales people until we automated the process with technology. Now we re-connect within minutes with the people we meet at our booth. We impress them with our diligence and attention. We sell more as a result. We do it all with less time and […]

Read Your Out-of-Office Replies

Every time I send a bulk email, I receive a pile of out-of-office replies. When I first began managing email campaigns 15 years ago, I would ignore those automated replies. I thought it was kind of a pain to go through those replies. “Why bother?” I thought. Wow, what a mistake! Sure, many of those emails simply […]

Simple Planning Can Cure Writer’s Block

You’ve committed to an email marketing program for your business. You’ve promised subscribers you’ll deliver emails regularly. You sit at your desk a day or two before the planned delivery date, put your fingers on the keyboard and then … nothing. Crickets chirping. A cursor blinking on a blank page. You have no idea what […]

Plan Ahead by Asking “Now What?”

You create a great-looking email, craft a compelling subject line and achieve a 20 percent open rate. Now what? You invest time and energy posting interesting and entertaining items on Facebook. Hundreds of people like your post. Now what? You spend a chunk of change on search engine marketing and drive a flood of traffic […]

Courting Tips for Email Marketers

I read lots of blog posts and articles about email marketing. This one is among the best I’ve read in months. The folks at Email on Acid nail it with the post entitled How to Lose an Email Subscriber in 10 Days.  The post likens email marketing — and marketing in general — to a courting process. And […]

Only An Annoying Email will Annoy A Subscriber

How often should you send marketing emails? I hear this question often from small business people, most of whom say they’re worried about annoying subscribers with too many emails. My answer: You will annoy your subscribers only if you send annoying emails. If you send emails that are boring, irrelevant, overly pitchy or misleading, subscribers will turn off, opt-out […]

How to Track Your Email and Social Campaigns with Google Analytics

Google Analytics is a great, free tool you can use to track traffic on your web site. If you haven’t deployed Analytics on your site, we recommend you do so soon. With Analytics you can track not only how many people visit various pages on your site, but also how they got there. This means […]

Should you add symbols to subject lines? If so, how?

As Black Friday and Cyber Monday approached this year, my inbox was full of emails with subject lines which included symbols. These symbols, or emojis, add spice to a subject line and, according to many studies, increase open and response rates. This blog post cites a few studies that report improved open rates for emails with symbols […]

Seasonal Transitions Inspire Good Content Marketers

I love this time of year in St. Louis. As we transition from summer to fall, we have warm, clear days and crisp, cool nights. Pennant races unfold. The promise of a new school year blossoms. The joy of the holiday season beckons. As a marketing professional, I also love this time of year because […]