Author Archive

Nonprofits Need to Embrace Email Channel

October 22nd, 2008

I got a call this week from a charitable organization. Their cause sounded very, very worthy.

But this is what happened. I asked them: If I made a donation, would they email me a receipt? I made it clear that that would be the only way I would contribute. I have had the experience in the past, where if you donate, the organization will email you a receipt. Read more…

How Early to Send Email Campaigns?

October 21st, 2008

For the last few months, MarketingExperiments has been testing which times of the morning work best for their webinar announcements. The results — in terms of number of signups — have been surprising. Read more…

Design Landing Pages Based on Objectives

October 18th, 2008

Jacqueline Simpson, Marketing Manager, Tourism British Columbia, and her team are constantly testing their opt-in landing pages for multichannel campaigns. They came upon a particularly outstanding group of findings recently.

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Mobile Link In Email: Have You Tested It?

October 8th, 2008

Retail email item: On August 27, Bed Bath & Beyond sent out a campaign that included a dedicated link for people who opened the message on their mobile phones. As part of my job of keeping an eye on as much of the email universe as possible, I signed up for a few BB&B segments – but not every single one of them – while registering at the site a number of months ago.

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Treat Halloween Like a Shopping Mini-Season in Email

September 23rd, 2008

Last year, numerous email marketers used Halloween to spike their open and clickthrough rates and drive sales. But the most important thing that industry observers saw in their inboxes was that this mini-season isn’t just for seasonal marketers with tight product niches. Read more…

Phone Number in Order Confirmation Email: Worth the Risk?

September 15th, 2008

A major eretail player has been using a ‘wow’ tactic. In their order confirmation emails, the brand has offered customers the chance to call a toll-free number that same day if they want to add more products to their order. Read more…

Short Subject Lines Revisited

September 10th, 2008

I browse dozens of eretail newsletters each week. And’s subject lines stand out the most because they are *routinely* super short.

Thirteen out of their past 20 subject lines have been four words or less. And most of those 13 have employed either two or three words. Further, many of the subject lines have 14 or fewer characters (including spaces).

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Can Newspaper Sticky Ads Drive Web Sales?

September 10th, 2008

I first noticed them on daily newspapers in Maryland and Pennsylvania and became intrigued. Then on a trip to Omaha, I saw one on a weekly entertainment pub. An increasing number of newspapers now allow smallish ad stickers on their front pages. Yes, the approach makes many journalists shudder. Still, the stickers are being stuck onto newspapers and, to be fair, can be peeled easy enough by the readers to see what’s underneath. Read more…

Update: Emailers Using Gas Prices In Copy

August 26th, 2008

In an earlier blog post, I wrote about my hunch that email marketers would be using the rising gas prices and our slumping economy as copywriting tactics this summer. What do you know? I was right – at least when it comes to the gas prices.

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Is Paper Catalog for Consumers on Life Support?

August 22nd, 2008
Soon enough, our mailboxes will be getting bunched up with paper catalogs from the eretailers we’ve purchased from.

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