4 Top Tips for Optimizing Subject Lines (Yes, They Still Matter!)

Let’s face it – there’s nothing sexy about email subject lines. While some might argue that there’s nothing sexy about email (and I would strongly disagree), there are certainly hotter and far more exciting topics to email marketers these days, like Gmail’s Tabs and responsive design for mobile. In fact, if I use Google Trends to track search term activity over the past 90 days for... Continue »

4 Ways to Prepare for the Future of the Inbox

In case you haven’t noticed, the inbox is changing. Once, the inbox was…a box: a digital version of a mailbox and a mostly static place to send and receive messages. That’s so 2010. The inbox of 2014 has morphed into a portal: a dynamic hub of information that reflects the lives of its users; from social update activity to purchase receipts to travel itineraries to news to marketing messages... Continue »

5 Signs You Don’t Have an Email Strategy

As a Professional Services organization, my team is called upon to help solve a variety of email marketing challenges. A missing email strategy is one of the most common, and perhaps the one that causes the most widespread damage, while also being particularly complicated to solve. “Strategy” is often overused and incorrectly applied, so I will rely upon a few business experts here to clarify the... 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 »

Gmail Leads the Charge: Email Marketers Could Be in for another Wild Ride in the Year of the Horse

If you’re like many email marketers, you may be on the fence about whether or not Gmail is a friend, foe or frenemy. After all, last years’ roll out of the Tabbed Inbox is likely still fresh in your mind. At the time, there was widespread concern that having commercial messages be delivered to the Promotions Tab (as opposed to the Primary Inbox) would decrease response and engagement metrics. The... Continue »

10 Tips for Inspiring Email Love and Long-Lasting Subscriber Devotion

With heart-shaped candy boxes and over-sized teddy bears taking over store shelves just as soon as the holiday decorations came down, the abundance of pink and red baked goods on display, a constant stream of jewellery and flower advertising flashing across multiple screens and free trials for online dating sites reaching a fever pitch, there’s no denying that cupid has his arrow poised to strike... Continue »