Hi & Goodbye: The Two Most Valuable Components of Your Email Program (Part 1)

There is a pretty common expression that I’m sure you have heard: “You never get a second chance to make a first impression.” Whether going on a first date, walking into a job interview, or that dreaded meeting of the maybe-future-in-laws, making a good first impression is critical. To dig a little deeper, though, why do we want to make a good first impression? While there may be slight variations... Continue »

Want to Get More Out of Your Subject Lines? Try Testing.

How many emails are in your inbox right now? Do you plan to read all of them? If you are like most of us, you probably don't have that kind of time. Instead you will quickly scan through the list and open the handful that catch your eye. Catching the consumer’s eye is the goal of every marketer, and when it comes to email the subject line is the best way to do this. Considering how important the... Continue »

Email Client Monitor: Making the Most of Your Data (Part 1)

Data is key to every marketer's decisions. Whether it’s what day works best for a campaign or which of your subscribers will like your new iPhone app, the right data can help you make informed decisions and avoid using guesswork to guide your program.  While not having the right data can lead to poor decisions, having more than you know what to do with can be equally scary. At first glance, Return... Continue »

Email & the UK Election: Are Voters Engaging?

In the first part of my series on Email & the UK Election, we looked at the deliverability challenges faced by political party email programs. Factors such as sign-up processes, sender reputation, and authentication practices, all influence delivery rates, and we saw which programs are achieving best placement. We also calculated the real financial impact to the parties of poor deliverability... Continue »

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 »