Why Mobile Email Design Matters

If you are like most people, you have read a recently read a poorly-formatted enewsletter on your mobile device. By looking at it, you can tell that no one took the time to consider mobile when sending it. This oversight could mean text that’s too large or too small to read, broken layouts and slow loading images. Email marketers used to be able to get by without including formatting for mobile devices but that is no longer the case. As of March 2015, 45% of email opens occurred on mobile, 36% on desktop and 19% in a webmail client. (Adestra “Top 10 email clients). Depending on your target audience, close to half may not be seeing your news letter correctly or ideally. Some industries have even higher mobile views: according to a 2015, marketing report (Sign-up.to 2015 Email Marketing Benchmark) Events (66,9% of opens), Online Services (52,9%) and Property (50,8%) sectors show the highest levels of mobile email consumption. You… Continue Reading »

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E-Newsletter Planning Checklist

Getting your newsletter out on time can be hard, and when life gets busy, it seems like everything else comes first. Over the years, we’ve found that most people under-estimate all the steps and how long each step will take to get their e-newsletter sent. You’re not alone. This is the typical scenario we frequently witness: You want to send out our company newsletter every month, but then you don’t start working on the e-newsletter until just a few days before it needs to go out. You don’t have the time to think up ideas, build the content, create the blog that you want to click through to, organize and enter new email addresses and test and proofread the e-newsletter. So another month slips by without reaching out to your customers and prospects. The most important thing to do is work backwards and plan all of your steps. Our E-Newsletter Planning Checklist (PDF) breaks down your planning step by step… Continue Reading »

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4 Hard Truths About Your Enewsletter

Sometimes when people decide to start sending an enewsletter, they poorly understand key processes, overlook critical elements, or are unrealistic about the logistics of email marketing. Here are some hard lessons we’ve found out: 1. It takes real work to prepare and send an e-newsletter People aren’t as good about sending their enewsletters as they think they will be. Many of our clients set out with a hefty goal to send out a newsletter once a month or even once a week. However as deadlines and life get in the way, the newsletter gets put on the back burner. If you’re running a small business or getting a startup off the ground, there isn’t much time for writing. Frequently, newsletters start out strong, but then are sent less and less frequently once the writer has run through their initial topics. This is why it’s important to set realistic goals for yourself and to stick to the deadlines you set for… Continue Reading »

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Don’t Let Your E-Newsletter Recipients Unsubscribe

Pretty much every e-newsletter includes a link to easily unsubscribe. The Can-Spam law requires that you make it easy for recipients to unsubscribe (although they don’t actually require one-click unsubscription), and nearly every major email marketing platform builds in one-click unsubscribe buttons so that the sender is quickly and automatically protected against complaints of spam. But why let your committed readers unsubscribe when what they really want to do is update their email address? If your content is good and you have a group of readers who want to stay in touch, you should make it easy for them to update their email address. If you only include an unsubscribe button, you are forcing readers to unsubscribe and then hunt down your subscribe button and sign up with a new email address. Many people will get stopped in their tracks somewhere during that process and you’ll lose them from your list. We suggest that you include a link that allows… Continue Reading »

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This Week in Email Marketing: Keep Your Campaign Working

This week we’re focusing on keeping your email marketing campaign working for you. After you do all the work of organizing a subscriber list, getting your content together, and working out your delivery schedule, there are more steps to take to make sure your campaign is maximized. Read the articles below for some helpful ideas. This Statistics Roundup Will Improve Your Email Marketing Strategy Sarah Greesonbach for Business 2 community shares some good things to keep  in mind after you get your enewsletter up and running. We especially like the point about frequency, which is a really important factor and shouldn’t be overlooked. Three Email Marketing Improvement Challenges for 2014 Writing for MarketingProfs.com, Karen Talavera tells us about some smart ideas to increase revenue from your email marketing campaign. The Final Check Robert Fenton of WizEmail writes about why it’s so important to do this, every time. Your emails need to be consistently professional, so get in the habit of… Continue Reading »

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