Retain Subscribers with an Email Preference Center

Hailee Franco Strategy & Planning

You work extremely hard to cultivate a mailing list of quality customers. You work even harder to create exciting content to engage them and promote customer loyalty. You think you have built the perfect email marketing campaign, until you see a huge surge in unsubscribes. While it is discouraging when this happens, it is easily fixed. Implementing an email preference …

Reasons Your Business is Losing Email Subscribers

Hailee Franco Strategy & Planning

Many marketers will say email marketing is their favorite marketing tool. It is the easiest way to send content out to a sizeable number of people with very little effort. Emails have the power to bring in large amounts of revenue quickly and update customers on important company information. However, when used incorrectly, email has the power to turn customers …

personalization - improving email with reader-specific content

Time for a Mobile-first Email Strategy

Ian Linton Strategy & Planning

Mobile email has been responsible for a healthy resurgence in overall email usage following a worrying 20 percent decline between 2008 and 2012, as reported by McKinsey’s iConsumer survey. That resurgence has been partly due to the increasing uptake of smartphones and the adoption of responsive design techniques by email marketers. However, experience from the marketplace suggests that email is …

Short and Simple Call-to-Action Buttons

Kathi Fuhrman Strategy & Planning

Emails with a single call-to-action increase clicks 371% and Sales by 1617% according to Ellie Mirman, VP of Marketing at Toast. A call-to-action tells your readers what step you want them to take next. Some marketers overlook inserting a call-to-action in marketing emails. Without them, you leave the reader without direction and more likely to move on to the next …

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 …

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 …

6 Elements of an Effective Email Content Strategy

Susan Vorodi Strategy & Planning

An email content strategy defines the type of content that you release to different contacts or personas during an email campaign. An effective strategy provides your contacts with valuable information that helps them in their role and creates a positive attitude towards your organization, resulting in a closed sale. Meets your business objectives Your content strategy should meet your business …

7 Reasons Lead Nurturing Emails Are 3x More Effective than Other Marketing Emails

Susan Vorodi Strategy & Planning

Lead nurturing emails are emails designed to move prospects and customers through a series of stages in the buying cycle from initial understanding and awareness to readiness to buy. Typically, prospects move from initial awareness of a problem or need to understanding their requirements, considering possible solutions, preferring a solution, and making a buying decision. Drive better results Planning an email …