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Optimization - 25 Quick Tips to Boost Email Marketing Usability
Check out these 25 tips to make your email program easy to use, from the opt-in/opt-out procedure to individual message content and design.
Delivery Trends - Where the Email Services Industry is Evolving
Email service providers are evolving into full-service shops whose wide range of products and services will benefit both the marketer and the message recipient.
The Lab - Michael Gold's Top Five Opt-In Blunders
Are you committing any of these on your subscription page?
Quick Tips - Trade Show Opt-Ins Need Confirmation, Too
Trade shows are great sources of email addresses for sales leads or information, but don't add them to your newsletter database just yet.
Stat Watch - Email Beats Catalogs for Online Shopping
Retailers' email messages were more likely than paper catalogs to bring in shoppers to their Web sites, a quarterly survey found.
Ask EmailLabs
"If I send HTML emails, do I still have to create plain text versions?"
Regulatory and Privacy Watch - Compliance Postponed for Michigan Children’s Registry
Marketers have more time to comply with Michigan's Protect MI Child email registry, but worrisome problems with it and its Utah counterpart remain.
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25 Quick Tips to Boost Email Marketing Usability
By Loren McDonald
A surefire way to attract new subscribers and retain present ones is to make yourself as valuable as you can to them. You can increase your value by making your email program as user-friendly as possible.
How to do that? By improving its usability: how easily prospects learn about, sign up, participate in and remove themselves from your email program.
A recent bad experience trying to complete a marketing survey that asked for my email address started me thinking: How can email marketers boost their subscriber numbers by improving the usability of their email programs? Also, how do sites actually make it hard for users to sign up? Read The Full Article and take our Usability Rating Tool - How Usable is Your Email Marketing Program.
Full Article | Feedback
Usability Rating Tool
Previous Optimization Column
What's Your Email List Hurdle Rate?
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Where the Email Marketing Services Industry is Evolving
By Kirill Popov
Last month, EmailLabs partnered with Habeas to provide email delivery
tracking directly in our interface (EmailLabs Partners With Habeas). We are not the first company to partner with a delivery monitoring provider, but I believe we are the first to provide the data in a real-time API-synched process.
This means we will be able to provide even more reporting data to
marketers on demand, as campaigns are sent and tracked. I believe this is the direction where the email marketing service industry is moving. Read Full Article
Full Article | Feedback
Previous Delivery Trends Column
Direct from the Email Authentication Summit
ClickZ E-Mail Delivery Columns
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Top Five Opt-In Usability Blunders
Usability consultant Michael Gold sees a lot of wasted opportunities and
botched execution for email-newsletter sign-ups. These are the top
five problems he sees most frequently:
- The Lonely Sign-up Box
- The Big Dead Silence
- Too Many Choices, Not Enough Organization
- What's This Newsletter For?
- It's Too Complicated
Are you committing any of these on your subscription page? Read Full Article
Full Article | Feedback
Previous Lab Column
Ugh! Learn From Our Recent Email Mistakes
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Collecting and Confirming Trade Show Email Addresses
Trade shows can be great sources of sales leads, contacts and subscribers for your company's email newsletters. That doesn't mean, however, that you can start blasting out mass emails to every address you collect.
When somebody hands you a business card or lets you scan his badge, he's agreeing to a follow-up phone, letter or email message. He's not giving you explicit permission to add him to your email list. You still need to get that extra confirmation and documentation for the request, just as you would if your prospects signed up online.
The best way is to get the email address and permission right in the booth during the show. Otherwise, you must follow up by phone or email after the show.
The busiest season in the trade show year is gearing up now; so it's time to get your email plan in place. Read Full Article
Full Article | Feedback
For related articles and tips, check out the following:
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Email Outpulls Catalogs for Direct Marketer Web Sites
Email outscored catalogs as a motivation to bring shoppers to a direct marketer's Web site in the latest wave of the quarterly online marketing survey conducted by Decision Direct Research, the online research arm of direct marketing service provider Millard Group.
For the quarter ended August 31, 2005, 81 percent of survey respondents reported that they were likely to visit a direct retailer's Web site after receiving an email, compared to 78 percent who said they were likely to surf there after getting a catalog in the mail. That discrepancy marks the first time in the quarterly survey's three-year history that email from a marketer outranked print books as a Web traffic driver.
About 67% of survey participants said they read at least three out of four promotional emails they receive from direct marketers.
The latest quarterly Online Co-op Survey from Decision Direct polled Internet shoppers from 37 multi-channel merchants and incorporated data from 47,000 completed customer surveys.
Other Email Marketing Statistics
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Q. If I send HTML emails, do I still have to create plain text versions?
A. In short, yes, even though almost all email clients can render your
HTML messages as you intended, and even though our experience shows 95% of email messages are sent in HTML (showing images, colors, type fonts, and other graphics).
Why do you need to create a plain text version if virtually all of
your subscribers can read your HTML messages just fine? Two reasons... Read Full Article
Full Article | Got a Question? Ask EmailLabs
For more information, see these articles in the EmailLabs Resource Center:
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Compliance Postponed for Michigan Children’s Registry
By Kirill Popov
On August 15th, compliance with the Michigan Children’s Protection
Registry was postponed due to a scrivener’s error. The official statement on the ProtectMIchild.com Web site reads:
“Acceptance of sender applications for compliance access began August 1, 2005. Compliance with the requirements of the Protect MI Child Registry has been postponed. The sender access fee will not be charged at this time. When compliance with the Protect MI Child Registry begins, the appropriate fee will be posted on the Protect MI Child website: www.michigan.gov/protectmichild." Read Full Article
Full Article | Feedback
More Regulatory and Privacy Articles
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Dear Reader,
This issue's lead article focuses on usability -- one of the least-discussed but most critical aspects of email marketing, regardless of the type of message your company sends.
Also, please take our new Preview Pane Survey right now if you haven't already. We'll leave the link open for a few more days and present the results in the next Intevation Report.
Loren McDonald
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> EmailLabs V4: Just released, the new version of the EmailLabs application introduces many new features as well as an updated look and feel. Some enhancements include a Dynamic Content Message Builder, a task management system, seedbox monitoring, a new message creation process and many others.
> WebSideStory: Mutual clients of EmailLabs and WebSideStory can leverage data based on both Web site and email activity to target campaigns based on behavior and create trigger campaigns on the fly.
> Habeas: Integrated seedbox/delivery monitoring tool enables EmailLabs clients to improve the ROI of email marketing campaigns by assessing complete deliverability metrics while eliminating the hassle of logging in and out of separate services.
Call 866.362.4522 to learn more or request a demo.
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