Email marketing & deliverability articles
Keeping promotional email out of the spam folder: sender reputation, Gmail and Outlook bulk-sender rules, and practical advice on subject lines, content and list building.
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Going mad sending email!
Understanding what an email service provider (ESP) and a marketing automation platform (MAP) actually do — managing customer relationships and lifting marketing efficiency.
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Building your email marketing strategy and content around the marketing funnel
The marketing funnel is a tool for understanding the journey most customers take to a purchase. Follow that journey in your email marketing and you build an effective, lasting relationship that keeps producing revenue.
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Giving your customers the satisfaction they deserve in December
A December email marketing strategy — meeting customer expectations with personalised eDM and building lasting brand loyalty.
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The influence of colour is not something to overlook
We are emotionally driven, and market psychologists stress that customers buy on the emotion of the moment. Sight is the sense that moves emotion fastest, and colour is the most effective way to move sight — around 85% of people say colour affects what they buy.
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Making your email content more appealing to readers
Getting an email opened takes more than a good subject line — the content has to earn attention too. Write something worth reading every time and readers follow you of their own accord, open rates rise, and the audience grows.
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Why does anyone open your email?
Whether a recipient opens your email is usually decided in that instant in the inbox — a personal sender, a compelling subject line, and content they care about. Those three small things shape the open rate.
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August 2016: share of email reading by client
US statistics from August 2016 showing how email reading was distributed across iPhone, iPad, Outlook, Gmail and others — and confirming that mobile had become the mainstream.
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