Increase Your Open Rate with the Right Preheader Text

Preheader text is a great way to help customers understand your message quickly. It is the first line of copy a customer will see after the from name and subject line, so you will want to make sure that it is compelling. Preheaders may prompt increased interest in your message and give subscribers more incentive to open your emails, which can increase sales.  Here is a Gmail inbox on both a mobile... Continue »

Is Your Email Program Ready for Google's New Algorithm?

Google recently announced that it will expand its use of mobile-friendliness as a ranking signal for search results on mobile devices.  The change will be introduced starting April 21, and will apply to mobile searches in all languages worldwide. And, effective immediately, Google will begin using content from indexed apps (limited to Android only for now) in search results for signed-in users who... Continue »

Symbolically Sinking – 10 Findings on Symbols in Subject Lines

Two years ago I wrote a blog post on the use of subject line symbols. At the time, I made the point that the approach was more effective when the use was intentional – using them to provide an indicator of content or message type, for example. There is clearly still a lot of interest in this topic. Screen sizes are getting smaller, and senders are being challenged to fit more information into less... Continue »

Twelve Tips for Sending Email to an International Audience

Planning to start sending email to subscribers in countries outside the U.S.?  Here are twelve tips to make sure you are successful. Language:  Establish at the outset the language that you will be using to address your audience.  Will you be sending English-language emails to your international audience, or addressing subscribers in their local language?  This decision varies by country, region... Continue »

6 Reasons to Treat Inactive Subscribers Like Zombies

As consultants for Return Path, we’re occasionally called in when deliverability or ROI has been massacred.  Regularly, the issue can be traced to a high population of inactive subscribers, unknown users and spam traps.  While the zombie thing has just about been run into the ground, it’s truly one of the best ways to describe the issue with inactive subscribers.   In this post, I’ll cover 6 ways... Continue »