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Optimization - Open Rates Don't Matter
The importance of open rates is extremely overblown for most marketers. Learn why "click and convert" is the name of the game.
Delivery Trends - Tips for Collecting and Managing Spam Complaints - Even the best email marketers receive spam complaints. Here are tips on collecting and managing them.
Quick Tips - Style Sheets: Don't Use 'Em, But if You Have To...
A few tips on using style sheets, which can cause HTML rendering problems in certain email clients.
The Lab - PhotoChannel Helps Wal-Mart Canada Grow Online Photo Service - EmailLabs client PhotoChannel profiled on Internet Retailer.
Note to Readers: In the next week or so you will receive an email inviting you to complete a survey on how you use or interact with preview panes and disabled images in your email client (as a user, not a sender). We hope you will participate - we will share results in the next issue of the Intevation Report.
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Open Rates Don't Matter
by Loren McDonald
Well, sort of. The open rate obviously matters to an extent,
but other metrics are generally much more important in judging
the success of your email campaigns and newsletters.
If your goal is just to have your recipients read your message,
then the open rate is a key stat. If you want to use your
email to get people to act, you must create the right combination
of click-through and conversion rates to deliver the highest
results. Read more...
Full
Article | Feedback
Archived
Articles | Previous
Optimization Column
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Delivery Trends - Tips for Collecting and Managing Spam Complaints
by Kirill Popov
Every email marketer receives spam complaints. It does not matter if you use confirmed opt-in or have never personally seen a complaint in your life, your messages get complained about. Unless you use an email service provider (ESP) like EmailLabs, or if your ESP does not provide these services, you may not even have immediate access to these complaints. So what do you do about it?
If you are operating a mailing list gathered with good privacy practices such as confirmed opt-in or good single opt-in (no pre-checked boxes or shady third party "opt-in" dealings), the following steps can help you identify complaints and minimize how many you receive. Read the full article...
Full Article | Feedback
Read our latest ClickZ E-Mail Delivery Column -
E-Mail Delivery Monitoring
ClickZ E-Mail Delivery - Archived Columns
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PhotoChannel Uses EmailLabs to Help Wal-Mart Canada Grow Online Photo Service
From Internet Retailer
Online photography represents the only version of e-commerce offered by Wal-Mart Canada Corp., but an e-mail campaign is helping the retailer broaden sales of the products and services offered through WalmartPhotoCentre.ca.
"We offer things that we think won’t sell, like photo blankets for $139, but e-mails on them get a great response rate," says Joe Parkinson, director of marketing for PhotoChannel Networks Inc., which operates WalmartPhotoCentre for Wal-Mart Canada, a unit of Wal-Mart Stores Inc.
PhotoChannel uses an e-mail marketing management system from EmailLabs. It sends out more than 100,000 e-mails a month for Wal-Mart at a twice monthly frequency that increases to weekly during the holiday season. Open, click-through and conversion rates are all running above industry averages, says Kyle Hall, executive vice president of sales and marketing for PhotoChannel. Read the full article...
Full Article - Internet Retailer
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Style Sheets: Don't Use 'Em, But if You Have To...
Many Web designers utilize Cascading Style Sheets (CSS) to simplify the coding process and ensure a consistent style throughout a Web site. Use of CSS in HTML emails can be problematic (see chart below), however, as many email clients will not render style sheets correctly.
We recommend that you avoid using CSS if possible, but if you must, choose the embedded styles also known as inline. Embed the style within the two body tags and not within the header. Some email clients will truncate or strip out the header, so the recommendation is to add the style within the body tags.
For example:
<body>
<style type="text/css">
<!--
td.maintext {}
-->
</style>
</body>
Other Email Marketing Quick Tips
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Dear <First Name>,
Open rates. Forget about 'em. If the goal of your email marketing
program is to convince recipients to take an action, then
open rates are simply not that important. Learn what is in
this month's Optimization column.
Loren McDonald
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> Purchase Tracking: Ability to pass data captured via our Action Tracking from a client's Web site back into our database as a data field - such as purchase price, product info, etc.
> Frequency Limiter: Limit the number of emails that are sent to recipients during a specific period of time.
> Visual Message Report: Click-through rate statistics are overlayed on the actual message images and links.
Call 866.362.4522 to learn more or request a demo.
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