Time to Optimize Your Opt-in Form

With the holidays right around the corner, you (hopefully) will have tons of new website visitors looking to fill the holidays with cheer. Many of these website visitors are not only potentially new customers, they are also potentially new email subscribers. Here are some tips to optimize your website opt-in forms so you can make your email holidays merry. 1. Include an email capture form on... Continue »

Ask These Questions – Now – to Reshape Your Email Strategy in 2015

Thinking about 2015 when you’re still gearing up for the 2014 holiday shopping season may seem premature. However, it’s actually an ideal time to plan for next year. Use the relative calm before the Black Friday/Cyber Monday storm to map the changes you’d like to drive with your email marketing program. This isn’t a wish list of resources or software or a calendar of campaign sends, but... Continue »

New eBook: The Marketer's Guide to Complaints

The spam and junk buttons are familiar to anyone who uses email and has received an email from a Nigerian prince asking for a short term loan. But not all emails that receive that stamp of disapproval are actually spam emails. Some come from ‘legitimate’ mailers. Why does the process for weeding out unsolicited mail end up including legitimate senders? And how can marketers protect their email... Continue »

Moan, Moan, Moan – All You Ever Do Is Complain! Part 4

In the previous 3 installments of this blog series, we have considered the points of pain across the email life cycle that causes subscribers to register spam complaints. We’ve looked at how shortcomings with the sign-up process, lack of recognition, and reduced relevance can all contribute to increased complaint activity. In part 4, our focus is on what happens when subscribers want to leave your... Continue »

Moan, Moan, Moan – All You Ever Do Is Complain! Part 3

Last time out, we looked at why new subscribers might complain when they start to receive emails from your program – even though they had provided consent at the time. This was largely to do with failure to recognize the sender, and the reduction in trust as a result. In this installment we are going to consider why more mature subscribers complain – people who have been part of your email program... Continue »