Over the years I’ve discovered that many email marketers perform email marketing as their job, yet they don’t use many of the basic principles of marketing that other channels, both online and offline, use. It seems many email marketers are not actually focused on marketing at all, but instead simply emphasize creating and sending. Now… keep reading →
Attend any email marketing conference that has a session on subject lines, and I can guarantee it will be filled. Our fascination with them isn’t a mystery, as in essence we’re all on the search for the silver bullet: a subject line that will always work. Sadly, that silver bullet doesn’t exist. Even when a… keep reading →
It sounds obvious but so many of us forget to focus on the objective whatever we are working on, an email campaign, a newsletter series or a solus email. If you state your intent from the off, your path and destination (usually to conversion) are set. It often helps me to think of my objective… keep reading →
Humans are lazy by nature. I don’t believe that’s a surprise to many of you, but how many marketers actually use this knowledge to their advantage? Think about it. How many of us know that we have multiple options for buying certain products, yet we gravitate to the brand that provides the easiest checkout or… keep reading →
So you’ve been “relegated” to the Promotional tabs in Gmail. Accept it and deal with it. Or, embrace it! It is actually good news. Let me explain. The email inbox is a busy place — and I’m not just referring to the number of emails that are sent to an inbox every day. I’m actually… keep reading →