Sending helpful emails (aka emails that customers love) lets customers feel more attached to your brand, making it more likely for them to purchase your product or service. Is your brand easy to love? It is if your products and services are better than anyone else’s for the price. But that’s not the only way… keep reading →
Avoiding loss and pain can be a potent motivating force. Here are tips for using this psychological approach in your email campaigns. As customer acquisition keeps getting more expensive, it makes sense to market more effectively to the customers you already have. Using psychological approaches in your email campaigns can motivate customers to act instead… keep reading →
When done right, testing is a revenue driver for the email channel. Companies should consider it an investment, not an expense. Whenever I meet with a new email marketing team, one of my first questions is “What kind of email testing do you do?” Often, the answer is “We tried that, but it didn’t work… keep reading →
“Helpful Marketing is like the helpful salesperson. Instead of basing the customer relationship on transactions alone, it frames every email you send as a customer-service-oriented message, even when the goal is to sell.” In the second article of my four-part ClickZ series, I listed four common mistakes email marketers make that hold them back from… keep reading →
Marketers use data to interpret test results, but sometimes you need to look beyond the numbers to understand how your tests fit into the overall customer experience. Our recent work with a client that provides background screenings for landlords and property managers generated some fascinating data. It also helped illuminate 5 tips you can use… keep reading →