174 search results for
  • How To Build An E-mail Program
    Begin with the end in mind. This is always good advice, and particularly applicable when you're starting an e-mail program from scratch. ...
  • An E-mail Example To Avoid
    Last week I was gushing about the great e-mail program developed by Daily Candy. In the interest of balanced reporting, this week's column is devoted to a horrible example. ...
  • An E-mail Example To Emulate
    How do you organically grow a list to over 1 million subscribers? Daily Candy did it by delivering an exceptional e-mail user experience, staying 100 percent true to the bra ...
  • Help Friends Build Your List
    There is no more convincing argument for reading an e-mail than a friend's recommendation. If a friend (or colleague) has taken the time to forward something to you, it ...
  • Improve Your Open Rates
    It's easy ignore the downward trend in your e-mail open rates because it seems to be happening to everyone, but it's still dangerous to be complacent. Here are a f ...
  • E-mail Resolutions
    Ah, the New Year--a time for reflection and resolution. It's a good time to think about how you are going to improve your e-mail program in 2006. Here are ...
  • You Don't Know Me
    Against all good sense, I'm entering the holiday-vs-Christmas, politically correct terminology fray. To all those I'm about to offend on both sides of the issue, I apologize in advance! ...
  • Test Big, Test Often
    "If you're not falling," we told our kids when they were beginning skiers, "you're not learning." By encouraging them to take risks rather than avoid an embarrassing tumble, we help ...
  • When E-mail Is Ill-Advised
    Sometimes I give advice you wouldn't expect from an e-mail marketing consultant. So here's one such tip: don't start an e-mail program. ...
  • Bet On The Customer
    I recently made a "bar bet" with a client. My goal was to improve the e-mail user experience by including a downloadable wallpaper; the clients disagreed that consumers would u ...
  • True Customer Dialogue
    Every e-mail program I've worked on was founded on a desire to better understand the customer and create an interactive dialogue. But virtually all have missed an opportunity to ...
  • RSS: TiVo For E-mail
    Just as advertisers can't afford to ignore the impact of digital video recorders on TV viewing habits, you can't afford to ignore the growing and inevitable impact of RSS ...
  • Copywriting--The Red-Headed Stepchild in Your E-mail Budget
    E-mail is for readers. That's why I'm always amazed that developing great copy receives so little attention and so little budget. ...
  • Long Vs. Short
    "Nobody reads that stuff. We need to cut out some of this copy." Your client or manager says this and heads nod around the table. Of course. Self evident. B ...
  • Develop E-mail Your Customers Want to Read
    What content should you include in your e-mails? There are ways to focus your efforts that yield a big difference in terms of customer satisfaction. The first and most difficu ...
  • It's Better When You Plan
    If you don't know where you're going, any road will take you there. Do you know what you want from your e-mail marketing investment in 2006? Now is a gre ...
  • Improving The E-mail User Experience
    URUE. You are the User Experience. At the recent Word of Mouth Marketing Association (WOMMA) Conference, the group's CEO, Andy Sernovitz, discussed this simple phrase that says so much. ...
  • Battling List Attrition
    I've always thought of a customer list as a leaky bucket. While you are filling the bucket with fresh new customers from the faucet, old customers are dripping out t ...
  • Anatomy of an E-mail Report
    Is your institutional memory fading? If you're like many busy e-mail marketers, reviewing and reporting on past campaigns is a very low priority. But if you're not looking, you're n ...
  • Don't Cut Off Active Opt-Ins
    Are you sending e-mail to everyone who has requested it? Of course I am, you think, silly question. But I have seen many cases where legitimate opt-ins are excluded fr ...
  • What I've Learned About Links, Part II
    Previously, I wrote about the mechanics of links. This column continues that theme, but with the focus on psychological factors. ...
  • What I've Learned About Links
    The goal of most e-mails is to get readers to click on a link. That's why I'm surprised to see so little written on developing and testing links in ter ...
  • Segmentation Strategy
    If Rainman were a typical e-mail marketer, he would be heard muttering, "Segmentation. Gotta do segmentation. Definitely. Definitely gotta do segmentation." I don't suggest avoiding segmentation -- that would ...
  • The New Unsubscribe Rate
    If you're like most e-mail marketers, you think of your unsubscribe rate as an essentially useless statistic. It's a minuscule and consistent percentage of your delivered e-mails. Popular wisdom hol ...