branding irons

Crafting an Email with Personality

Madeleine Helme How-To

People trust other people. This is why we ask for our friend’s opinion before making a purchase, or why we go online to see what other people think about a certain product, people who have bought and experienced it first-hand. By the same logic, we find it difficult to place our trust in businesses. If they are only out to …

7 Avoidable Email Mishaps

Kathi Fuhrman Strategy & Planning

E-mail revolutionized the marketing world in 1978. That’s when Gary Tuerk released the first mass e-mail to over 400 leads. The e-mail caused a great amount of buzz resulting in complaints and over $13 million in sales. Fast forward 38 years and e-mail marketing is still a powerful method to gain and retain customers. Today, inbox competition is high. Your …

Customizing an Email Preference Center

Hailee Franco How-To

Email marketing is necessary for all businesses. Emails inform customers about valuable account information and details regarding the business. Cultivating an email list is difficult but retaining subscribers is even harder. Email preference centers retain subscribers in your mailing list by providing the customer control and options. First, the customer is in charge of the content they receive from your …

How to Create an Email Creative Brief

Susan Vorodi Strategy & Planning

An email creative brief is an important document that helps teams or individuals writing, designing, or coding an email meet the objectives of the campaign and achieve the best results. The team creating the email may work within your business or they may be part of an external marketing or communications agency. Background and scope First, explain why you are …

Delivering Great Customer Service through Emails

Madeleine Helme Tactics

Customer service is one business function that must be executed properly. One Kayako survey found almost 60% of respondents claim they are unlikely or very unlikely to purchase again from a business after receiving poor service. Only 12.5% said they are likely or very likely to return. Delivering great customer service retains loyal customers and builds a positive reputation. Handling …

How to (really) Measure Email ROI

Susan Vorodi How-To

Should you measure email ROI? When you need to justify campaign expenditure or pitch for additional funds, a good return on investment will provide you and the executive team with a strong case. And, when you start to run the numbers on other email metrics, you’ll find it easy to calculate ways of improving ROI by making some simple adjustments. …

sales and marketing data

Integrate Sales and Marketing Data to Drive B2B Email Success

Susan Vorodi Best Practices

When sales and marketing teams work together and share the data they each have on customers and prospects, they can create email campaigns that move prospects through the pipeline faster, accelerate closing times, increase revenue, and reduce cost per sale. The problem is that sales and marketing departments have traditionally worked independently, even though they are focused on the same …

The Basics of A/B Testing Subject Lines

Madeleine Helme How-To

The subject line is an important part of your email. It is the first thing a subscriber reads to decide whether or not to open your email. Copywriting experts, Copyhacker, wanted to make sure their subject lines were doing the job. For a 2013 email campaign, they tested these two subject lines:   A: “heart your home page [Copy Hackers]”   …