Less is More: OptionsANIMAL Expands Reach and Revenue by Reducing File

Email acquisition program boosts customer engagement with Inbox Insight, new segmentation strategy In 2013 online trading education platform OptionsANIMAL noticed a significant change in their inbox placement rates (IPR). After trying to combat the problem in a number of ways, including changing email service providers, OptionsANIMAL suspected that the source of the issue was their mailing list,... Continue »

Testing: The Email Program’s Equivalent of Flossing

For many marketers, email testing can be considered the equivalent of flossing. When someone asks if you’re doing it, you say yes (even if you’re not). Why? You know it’s beneficial, it delivers results and that you should be doing it. However, it takes time, it can be somewhat unpleasant and you have to remember to do it often (preferably daily) and at a time when you just want to get everything... Continue »

Happy 10th Birthday, Gmail!

April 1st marks the 10th anniversary of Gmail. Not even out of elementary school yet, and Gmail is already the #1 webmail service in the world (and a side note that Hotmail will finally be of legal age to vote this 4th of July). Picture it: March 31, 2004. I was most likely in my Hotmail account deleting emails to stay under the 2MB storage cap. On the next day, Google announced its email service,... Continue »

The Non-Evolution of Email Best Practices

To talk about the evolution of email best practices is to talk about their non-evolution in many ways. Why is that? Well, they haven’t changed much over the last decade. What has changed is the importance of adhering to those best practices. Both the way that mailbox providers filter mail and the legal repercussions for not following best practices have evolved steadily. What this means is that... Continue »

Gmail Turns the Inbox into a Visual Feast - What Marketers Need to Know

For marketers, Gmail’s promotion tab has been a bit of a blessing and a curse. Today, Gmail delivers more opt-in marketing emails to the promotions tab compared to the spam folder. This has been great for businesses since the chances of people reading emails in the spam folder is slim to none. On the other hand, people reading promotional emails from certain companies and industries declined... Continue »