Think Like a Designer to Increase Email Metrics

Think Like a Designer to Increase Email Metrics

Form and function are the most important elements in determining a design’s success, but understanding what that looks like and how it works is a challenge all marketers face. If an email looks great but functions horribly, you will lose out on clicks. If it functions well but looks amateurish, you will also lose out on clicks and, most likely, the respect of your subscribers. Balance is the key. However, it can shift depending on various factors. Some of these factors are easily identified, while others rely on designer instinct. But what if you aren’t a designer? Being able to think like one can have a positive impact on your next email campaign. Keep in mind the fundamental goals of an email: To communicate a message To engage and entice interaction To uphold brand integrity To adapt to the target audience With these goals in mind, adapt them for your purposes. For example, you want to send a sale-promoting email, where users...
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Is 100% Email Deliverability Possible?

Is 100% Email Deliverability Possible?

Email on Acid presented us with a good question, "Is 100% Email Deliverability Possible?" We decided to work together to come up with the answer from the expert deliverability strategists here at Inbox Pros. As email marketers, we’re always striving to improve our email deliverability. It’s one of those constant worries gnawing at us – will my message reach the inbox? Recently, we were chatting deliverability on social media and came across an interesting question: “Can I achieve 100% deliverability?” This query left us scratching our heads. “One-hundred percent deliverability is something that concerns email marketers, from mom-and-pop shops, to large corporations,” says Nathan She, Deliverability Tech Lead with Trendline. “While we strive to achieve 100% deliverability, it’s not something that’s realistic or something that you must have.” We should pause here to clarify that deliverability is different from delivery. Delivery means your email was received by the client, even if it lands in the spam folder. An email bounce would mean the email isn’t delivered. Deliverability, on the...
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6 Critical New Email Engagement Metrics To Track

6 Critical New Email Engagement Metrics To Track

Introduction For close to 20 years, the tracking of email marketing engagement metrics has not changed very much. Apart from the standard open and click metrics with variants, marketers rely on engagement metrics that only scratch the surface of what it takes to propel growth within a program. In fact many industry benchmark reports, still use metrics that have been been around for a long time. Let’s be honest, the metrics we have come to rely and report on the most are directional at best. Despite industry norms or what you were led to believe when you first took over as the lead in email, there may be other metrics that can drive your program to even greater heights. To be clear, Trendline believes that the standard email metrics of uCTR, uCTOR, uOR, tOR, tCTR, device breakdown, bounces (hard, soft, technical, block), complaints, unsubscribes, etc., are still worthy of tracking and, in most cases, can tell a compelling story of what is happening...
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CASL: 5 Key Facts & Observations

CASL: 5 Key Facts & Observations

Five years have come and gone since Canada’s Anti-Spam Law, better known as CASL, was introduced. Ever since the legislation received royal assent, the law conjured up strong emotions in either direction. For some, CASL was the best thing to happen to the email industry. For others, it was the worst. To get a firm answer as to the real impact of CASL on email marketing, we decided to take a closer look. Get CASL Help CASL: 5 Key Facts & Observations Spam Has Declined A study by Cloudmark Inc. assessed email traffic in the eight months following CASL’s implementation and found that there was a 37% reduction of spam originating from Canada. This significant decrease in spam may be largely attributed to the strict enforcement stance of the Canadian Radio-television and Telecommunications Commission (CRTC). Since July 2014, the CRTC has issued major Administrative Monetary Penalties (AMPs) against a number of high-profile companies, including Rogers Media Inc., Compu-Finder, Porter Airlines, and the online dating site Plentyoffish. Email...
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Back to the Basics: Email Metrics

Back to the Basics: Email Metrics

Back to the Basics: Email Metrics Email marketing may seem daunting for the uninitiated, but if one takes the time to master the basics, it does not have to be difficult. This article will focus on the cornerstone of every successful email marketing plan: metrics. Which email metrics should be tracked? Why? These are the five email metrics every marketer worth their salt tracks during each marketing campaign. Open Rate Analyzing email open rates is essential for effectively optimizing email marketing campaigns. The first step of any successful email marketing campaign is getting people to actually open the email. Total Opens: the number of times an email is opened. Total Open Rate: the percentage of people who received your email, then opened it. Unique Opens: focuses on the unique individuals who viewed the campaign. Counts an individual opener only once regardless of the number of times they opened the email in total. Unique Open Rate: the unique email opens divided by the total number of...
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UPDATE: Top 5 Email Marketing Challenges

UPDATE: Top 5 Email Marketing Challenges

Top 5 Email Marketing Challenges Whether it’s an in-house FTE (full-time equivalent) or a digital marketing agency you’re talking to, the general impression people have is that email marketing is easy. Basically, it’s a digital version of direct mail. Well, we have a saying here at Trendline Interactive: "Email marketing is hard." Here’s why: 1) DATA This is the biggest challenge we face with any client.  Whether it’s getting the data you need from internal systems to make sure you can act on it, or ensuring that the automated feeds are clean and don’t have any stray characters, which can throw off imports or break reporting.  We spend a lot of time working with data throughout the lifetime of a client. It is an aspect of the system that requires constant vigilance. 2) QUALITY ASSURANCE When it’s crunch time, and an email HAS to go out the door NOW, the most overlooked thing is quality-assurance (QA). We allow 48 hours for our QA process to be...
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Click. Click. Boom.

Click. Click. Boom.

  You can never escape the constant grind of analyzing your email campaigns by their click thru rates, and calculating and re-calculating what constitutes a good click thru rate. In fact, some strategists and long-time, client-side email marketers have over the years become obsessed with how to increase click thru rates, but in the process, have failed to keep an eye on the real prize. I call it the revenue click. The revenue click is the click that produces the most revenue in your email, and should be prioritized above all other clicks. The revenue click could be your least-clicked link, but still make you the most money.  If you don’t know what your revenue click rate is, or you haven’t done analysis on it, now would be the time to find it and optimize accordingly. So stop worrying about overall click thru rates, and start worrying about finding and maximizing your revenue click....
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