Monica Montesa says, “If you use an ebook or another type of lead magnet to incentivize people to subscribe to your email list, you want to get the most out of it. After all, you put a lot of time and effort into creating that beast, and you want to make sure it’s living up to its full potential.Aside from simply promoting your lead magnet using a sign up form on your website, you can also use it in other areas where you’re currently driving traffic.One place that’s worked well for us (which we think will work well for you, too!) is… our blog.Sharing Your Lead Magnet on Relevant... [...]

Brian Westnedge says, “It is no secret to digital marketers that email delivers business value. 72 percent of customers rate email as the most preferred method of communication and for every $1 spent, email marketing generates $38 in ROI.Unfortunately, the most valuable marketing channel is also the least secure. Every day, marketers pay a hidden phishing tax—in lost brand trust, in reduced email performance, and in diminished ROI.Email fraud costs companies around the world billions, and can destroy brand reputation—customers are 42 percent less likely to interact with a brand after... [...]

Ben Davis says, “We all know the importance of testing. Everything else is mere conjecture.One of the big ecommerce brands that continues to test and learn is RS Components, a huge distributor of electronic components.The brand was winner of a Masters of Marketing Award in 2015 for user experience. We’ve previously detailed some of this award-winning UX work on the blog.Improvements included:– Image-supported predictive search.– Surfacing popular categories in search, above returned products. This has increased clickthrough.– Increasing the speed of faceted search... [...]

Olivia Dello Buono says, “ICYMI, we’re huge fans of using interactive content in email. Whether you’re trying to improve your campaign, tell a story, or simply add a bit of flair to the inbox, interactive content is the way to go.And one of the easiest ways to do so is by adding animated GIFs to your emails.“GIFs are a great way to engage your audience with interesting, eye-catching content,” says Jay Moore, AWeber’s Educational Video Specialist. “At the same time, they’re easy to create and allow you to show off your product, concept or idea.”There’s pretty legit research... [...]

Amalia Bercot says, “Email deliverability is a hot topic.Although countless articles have already been written about this subject, marketers are still looking for a way to crack Gmail’s (and other email service providers’) algorithm in an effort to guarantee their ticket into the inbox.I’m here to explain how deliverability really works, so that you can reach the inbox without resorting to tricks that could actually hurt your reputation!Let’s talk about how you can send emails that reach the all-important inbox.The core principles behind email deliverability are... [...]

Craig Simpson says, “Tracking your mail after it’s gone out is vital to the success of your direct mail business. In order to effectively track your mailings, you’ll need to know when your mail was delivered. It also helps to know what condition the mail arrived in, like whether your envelope package was torn open in the postal sorting machines, or if the pages of your self-mail­er got ripped in handling.It doesn’t matter if you are mailing 200 pieces or 2,000,000, you should always monitor your mail. There are a few ways you can do this.1. Seed your mailing list.By “seed” I... [...]

Kimanzi Constable says, “We will in the interconnected Information Age. Never has there been a time in history with so much access and opportunity for entrepreneurs. The Internet and social media have opened doors that were previously held closed by gatekeepers. Locking in new opportunities for your business, however, still has to go through an old school — but never vanishing medium — email.As an entrepreneur, you will send all kinds of pitch emails to a variety of people and companies. If you have ever gotten a pitch email, you realize a vast majority of these emails did not... [...]

John Sherer says, “Read the last few emails you’ve sent to people you’re trying to connect with. Did you say the same thing every time? Is 40% of of what you wrote jargon? Do you sound like a robot?I answered “yes” to most of those questions not too long ago. But then I tried something that I’d like to recommend here.Forget those emails for a moment. Instead, read any of the past three emails you’ve wrote to friends.Did you say the same thing every time? Is 40% of it jargon? Did it sound robotic?NOPE.I spent years trying to sound like a professional,... [...]

Marina Hoffmeier says, ““People don’t always remember what you say or even what you do, but they always remember how you made them feel.” – Maya AngelouWhat you say is powerful, but how you say it leaves lasting impact.Imagine how the verbiage would be noticeably different in an email about financial investments compared to an email about a doggy daycare. No matter what kind of business you have, tone of voice helps you connect with your audience.Tone as a way of personificationTone and voice are two entirely different things but when you put them together effectively, they can... [...]

Aja Frost says, “I’ve been a member of the five-sentence club for about a year now. Anyone can become a member, but staying in? Well, that’s much harder. To remain eligible, you can’t send an email longer than five sentences.As you can imagine, being in the club requires a lot of work. But it’s worth it: The first month I joined, my response rate tripled. Plus, my recipients’ average response time plunged by an entire day.I like how straightforward the five-sentence rule is, but you can reap the same benefits simply by writing less. These three strategies will turn you into a... [...]