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 […]

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 […]

Conduct Spring Cleaning to Avoid the Spam Filter Torture Chamber

Many spam filter companies torture marketers who are not guilty. When we legitimate marketers object to their shady tactics, the companies question our values and our commitment to a spam-free world. I know ”torture” is a loaded word. I don’t mean to suggest that these companies literally subject marketers to physical pain. But the metaphor […]

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 […]

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 […]

Beyond the Subject Line: Factors that Affect Your Email Open Rates

Our clients frequently ask us how they can improve their email marketing open rates. Most raise the issue by asking for help with subject lines. Write a better subject line, and more people will open the emails, they reason. No doubt, subject lines matter, but there are many other factors that affect open rates that […]

Use Preheaders to Improve Open Rates

Tick. Tick. Tick. That’s how long it takes subscribers to decide if they are willing to open your email. Tick: Sender Name Who sent this? Do I know or recognize the sender? Tick: Subject Line Do I find this interesting or provocative? Tick: Preheader Text Does the rest of the text visible in my inbox compel me to open? […]

How Long is Too Long? The Truth About Subject Lines

A subject line can make or break your email marketing campaign. Write a good one, and more people open your email. Write a bad one, and all that great email content goes unseen. The question we hear most often about subject lines: What’s the best subject line length to maximize open rates?  We have long […]

500+ Characters and an Image Can Beat the Spam Filters

We often remind you not to send image-only emails. We have always recommended a combination of text and images in your emails because image-only emails can trigger spam filters. We have been reluctant, though, to recommend strict text-to-image ratios, even though we’ve heard various recommendations suggesting that the ratio should be 60/40. We hesitated to recommend such […]

Canadian Law May Affect You If You Have Recipients in Canada

A new Canadian law requires businesses sending commercial emails to Canadians to obtain express permission for those emails, and to keep documentation of that permission. The law also gives the senders up to three years to keep sending if they have “implied” permission, such as when a customer makes a purchase from a business. For […]