The 5 Biggest Email Brand-Killers

Email is a world-class brand-builder, but it can turn into a brand-killer if you treat it like any other marketing channel. Much of email's brand-killing ability stems from the unique relationship it helps you create with your readers. This article outlines the top 5 ways email can turn into a brand-killer and how to avoid them. Read Full Article.

Full Article | Email Feedback

Previous Optimization Article
Beyond Open Rates: Metrics that Matter

Additional Resources:

• The Importance of Optimized Landing Pages
• The 7 Step Process to Determining ROI Metrics for Your Email Campaigns

Unsubscribing: Get More out of 'Goodbye'

By Stefan Pollard

An unsubscribe request shouldn't lead to a bitter break-up with your reader. If you do it the right way, your unsubscribe process can improve your email program and, possibly, salvage the relationship. This article shows you how to increase the reliability of your unsubscribe process, which reduces user frustration, and mine valuable data from your departing subscribers. Read the Full Article

Full Article | Email Feedback

Previous Delivery Trends Column
Spam Complaints: ISPs Aren't the Enemy

Put More Value in Your Top Line

Are you wasting the most valuable real estate in your email message? You are if the first line readers see is a negative statement like this: "Having trouble viewing this message? Click here to view it on our Web site."

Thanks to preview panes, image-blocking and Outlook's Auto-preview, this might be the only line readers see in your email. So, you need to give them a better incentive to scroll into the email or click to the Web version. Rewrite your top line each time so that it reiterates your value proposition or specifies the benefit in the message:

1. Offer-oriented message: "(Customer name), if you are unable to properly view your email to receive free shipping on your order, view the online version (URL) or enter promotional code ABCD1234 through August 27th to receive your special savings."

2. Newsletter: "Scroll down to read why open rates don't really matter, or click to see it on our Web site (URL)."

Yes, it adds maybe a minute of work each time you create a message, but it could be your most valuable minute.

More Email Marketing Quick Tips | Email Feedback

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How National Geographic Can Punch Up Your Subject Lines

Marketers Bank on Email for Holiday 2006

With the holiday 2006 shopping season just around the corner, retail marketers will rely more heavily on email than other online channels to boost sales and build relationships, according to a survey by Web analytics provider WebTrends:

1. What are marketers doing to build or enhance customer relationships?

Initiative Percentage Send regular emails 80% Use a database of customer information such as demographics 54% Offer VIPs special deals such as free shipping 44% VIP special events 40% Frequent-shopper programs 38% Develop targeted programs based on clickstream data 28% Offer customized online experience based on preferences 20%

2. Where will marketers increase spending in online channels?

Channel Percentage of Spend Email marketing 52% Search engine marketing 46% Search engine optimization 37% Online banner ads 22%

Source: WebTrends 2006 Online Retail Holiday Readiness Survey

Question: We have been getting complaints lately from subscribers that they are having a hard time reading our emails (links are broken, 'submit' buttons don't work). You have said before that we should test our messages before they go out, but when we do that, they look fine. What are we doing wrong?

Answer: You probably aren't testing it in enough email clients. It looks good when you read it in Outlook on your PC, but your subscribers who read in Outlook Express on their iMacs are probably the ones complaining that the submit button doesn't work. Read full answer.

Full Answer | Got a Question? Ask EmailLabs
More Email Marketing FAQ's

EmailLabs is a leading provider of high performance email marketing solutions to agencies, publishers and marketing, sales and customer service departments of middle-market and Global 2000 companies. The EmailLabs email marketing platform is provided as an ASP (Web-based) service, and is easily customized and integrated with a company's Web site, sales force automation and CRM technologies. The company provides email marketing solutions to more than 550 companies, including Nokia, Agilent, PalmSource and Jupitermedia. Headquartered in Menlo Park, Calif., EmailLabs was founded in 1999 and is a subsidiary of Lyris, Inc. (OTCBB:JLHY).