As SendGrid's Senior Manager of Content, Jillian is responsible for ensuring that SendGrid provides valuable thought leadership content through the blog, whitepapers, webcasts, case studies, and more. An editor and writer by trade, Jillian considers The Chicago Manual of Style one of her favorite reads.
We talked a lot about email calls to action (CTAs) last year. This year will be no different. Why? Because CTAs are one of the most powerful tools in your email marketing strategy. An effective CTA determines whether or not your email gets a click. It’s as simple as that. As we’ve discussed, the placement and content of your CTAs is important, but so is the design. What’s the most effective way to visually represent your ask? Should it be an image, text, or html? This is where it can get tricky… Image, Text, or Both? When you’re creating your…READ MORE »
To close out our final section, metrics, in our 12 Days of Holiday Sending series, I want to re-emphasize a point that Kate made around testing in our ninth day of sending. “Your subscribers matter, and learning what they respond to best is just one way to show them you care.” In order to show your subscribers that you care, and in order to optimize your emails as best as possible, you need to make testing your emails a part of your daily practice. Kate stressed the importance of testing one element at a time, but that doesn’t mean that once that…READ MORE »
On the eighth day of sending, I talked about the importance of listening to what your subscribers want—that low engagement rates and high spam complaints and unsubscribes can be a sign that you need to adjust your content. But how do you find this data and what other metrics should you be looking at? Today, on the tenth day of sending, I’ll break down a few more of these metrics and how you can access them using SendGrid. When talking about engagement metrics, two to really focus on are open and click rates. Opens are an indicator of interest in…READ MORE »
For our eighth day of our 12 Days of Holiday Sending series, we’re closing out our “Subscribers” section with a reminder to listen to what your subscribers want. If you’re noticing that your subscribers are not engaging (clicking, opening, sharing, replying) with your emails, or even worse, if you’re seeing lots of unsubscribes or spam complaints, it’s time to take a look at your sending frequency and most importantly, your content. Are your low engagement rates and high unsubscribes telling you that there is a disconnect between what you’re promising your subscribers and what you’re delivering? Do a deep dive…READ MORE »
For our fourth day of holiday email sending tips, we want to talk a little more about monitoring your sending volume. Yesterday, Kate shared the importance of maintaining relevance in your emails as you ramp up your volume (not ramping up your sends just for the sake of staying top of mind). I want to take it a step further into today’s tip to make sure that your sending patterns don’t become erratic during the holidays. Sometimes, you can get so filled with the holiday spirit, that you get overly aggressive with your sending volumes—one day you send a discount opportunity…READ MORE »
Before you answer this question, let us clarify–are you testing your emails on an ongoing basis? There is no one and done methodology with email. Your customers are constantly evolving (and likely so is your product), so it’s imperative that you keep testing different elements of your emails to ensure that you are sending the most optimized campaigns. Email Testing Categories When it comes to email testing, there are three main categories you need to cover – content, design and timing. Content consists of everything from subject lines, to headlines, to calls to action, and each have their own significance in driving response…READ MORE »
To kick off our “12 Days of Holiday Sending,” Kate discussed the importance of staying consistent with your branding (especially your “from” name) during the holidays. Now for Day 2 of our 12 days of tips, we’d like to share another content tip: remember to always (not just during the holidays!) personalize your content. There’s no excuse to not at least address your subscriber by name. But why not take it a step further—customize your messaging based on your subscriber’s past purchase behavior or past engagement behavior. Customize Your Message You should treat your most engaged users with different attention…READ MORE »