Ask subscribers what they want in email content and the answers may surprise you. Not the responses themselves, but the startling difference between what subscribers say they want and the data you've collected that shows you what they respond to. For example, subscribers may want additional how-to tips and advice, but sales messages have higher open rates.
So how do you determine what works and what doesn't when what subscribers want and the data collected doesn't match?
The Truth...
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What to Believe: Subscribers or Data?
May 31, 2012
Selling Above the Fold
May 31, 2012
In email marketing, above the fold refers to content in the preview pane, or space on the window before a subscriber has to scroll down. This is very important to know because most subscribers will never scroll down to finish reading the message unless it's really compelling or interesting. And even then, if the topic doesn't interest them or if they are pressed for time, they will skip reading and move on to the next message in their inbox.
Limited Space
Text space depends mostly on the size...
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Morning or Evening: When is the Best Time to Send Email?
May 31, 2012
There has been much debate lately about send times for email messages. Some experts say you should send email at the same time (doesn't matter when, just as long as it's consistent) each time, while others point out that since more people check their email on mobile devices, it doesn't really matter anymore. The answer to this question lies in the goods and services you sell - and who your target audience is.
Determine Your Target Audience
Is your target audience professionals or stay-at-home...
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