Category Archives: Best Practices

What is the Objective of Your Email Call to Action?

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In support of the release of our CTA Guide (How to Build a Strong Email Call to Action), we’ve been sharing some tips on how to create a CTA strategy. We started by talking about tips around where to place your CTAs (and how many CTAs should you include in an email) and today, we’ll cover the descriptive text in your CTAs. To begin, your CTA should meet two main objectives: CTA Objective #1: Tell the reader what to do. Rely on the main message of your email to showcase the benefit of your offer and leave the role of

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Your Holiday Email Questions – Answered!

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Our Deliverability Consultant, Luke Martinez, took some time to sit down with me to answer the questions we received during our last webcast Holiday Sending Hacks. The goals of your holiday email can be a bit different than your traditional email program, but the deliverability basics stay the same! Below you’ll find our holiday sending thoughts and recommendations from unengaged users to unsubscribes. What do you consider “unengaged” users? For example, people who don’t open or click in 90 days? Unfortunately, there’s not a specific time we recommend (like X number of days or months of un-engagement), because it really depends on

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Your Quick Guide To: Email Reputation and Email Engagement Metrics

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ISPs use a series of reputation and engagement metrics to determine email deliverability. By understanding all of these factors, you can better influence the outcome of your email program. In this post, we’ll break down 3 factors that can affect your reputation and 5 behaviors that show engagement.  Reputation Metrics It’s important to know that each time you deploy messages to your email list, your reputation is impacted. While thresholds vary by ISP, these 3 factors will definitely make an impact: 1. Spam Complaint Rate This is the percentage of subscribers who have reported your email as spam. A high

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7 Holiday Email Sending Hacks

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We had a great time sharing some best practices around holiday email programs last Tuesday with our webcast Holiday Sending Hacks. These 7 hacks will definitely come in handy for your holiday planning, so we didn’t want to restrict it to only webcast registrants! Below you’ll find a quick recap of the hacks that we shared; keep them in mind as you prepare your seasonal campaigns. 7 Holiday Sending Hacks 1. Maximize Seasonal Subscribers – Pay special attention to recipients who engage consistently over the holidays. If they make a purchase, become active in a certain group, buy holiday cards, or listen to

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October Recap – The Top 5 Email Best Practice Posts

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As an email sender, the best way to ensure your messages are delivered, opened, and engaged with, is to make sure you’re implementing the right email best practices. Below is a list of the top best practice posts from October. Whether it’s implementing great new calls to action (CTAs), tips on how to grow your recipient list, or examples of emails that work, we’ve got you covered: 6 Steps to Grow Your List Authentically Why it’s important to grow your recipient list the right way. In general, you never want to obtain a list, so growing it the right way

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MythBusters: 2 Email Shortcuts to Avoid and How to Turn Them Into Wins

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Who isn’t looking for a quick shortcut or hack to improve email response rates? Marketers are constantly on the hunt for ways to improve the success of their email program. On this quest, it’s important to never lose sight of your subscribers’ wishes. Keeping them happy and engaged is the ultimate key to your success. Recently, I’ve heard about two shortcuts that I think might hinder this happiness: ignoring inactives and implementing “Re:” and “Fwd:” in your subject lines. I want to dig into why these could be potentially harmful to your email program and how you can turn them

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6 Steps to Grow Your Email List (Authentically!)

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Okay, I totally get it. I’m a recent graduate from business school and my emphasis was in marketing. I know a big list of email addresses is great. And an even bigger list? Even better! But what’s the deciding factor between epic email program success (where clicks and opens rain down like confetti) and unengaged, sad recipients (who throw spam complaints at you like it’s their job)? How those email addresses were obtained.  If you want a healthy email program, that little email address acquisition strategy could make or break your deliverability! Buying, sharing, or scraping lists is never a good

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