Archive for the 'Email Marketing' Category

Email Marketing Tip

You know that chunk of text usually at the beginning of the email you send out? You know, the one that says something like, “If you can’t view this email, click here.

Well, why don’t you take that ordinary chunk of text and make it work for you. Instead of the same old “If you can’t see this email, click here” tripe, work your offer into the text. You’ll get something like:

“Can’t view this email to save $20 on your next order? Click here to view the email.

Obviously, you’ll want to link the text in bold to the appropriate webpage.

Doing this helps get your offer in front of your reader that may have trouble viewing your emails.

Thanks to Bryan Eisenberg for the tip


Perfectly Good Email Campaign Found Dead: Too Many Clicks Fingered As Suspect

I received a promotional email from Apple today. Even though the email was well designed and contained engaging text, it still failed to get me to take the intended action. Why? Too many clicks, that’s why.

I admit that I am a fan of Apple products. As such, I will usually open and read every email they send my way. But with this particular campaign, Apple complicated the entire process by requiring me to jump through too many hoops.

Here’s What Happened:

The main action the email asked me to take was to click on a link to “get the facts about a Mac.” I thought this was a simple enough action to take, so I clicked the link. Clicking the link took me to a screen that required me to identify my university. This was unexpected; I thought I was going to get the facts about a Mac. A side note: This is where my frustration overcame my curiosity and I closed the email. I later came back to the email and went through the entire process only to write this post.

I complied with the request to identify my university. After entering my state and city name and then highlighting my university, I clicked the “Continue” button. Now I was finally ready to see some Mac facts, right?


Instead, I was given yet another screen. This time it was a shopping agreement form. After reading the small text, I clicked the “Agree” button.

Eureka! I had finally arrived at the Mac facts page.

So how many clicks did it take to reach the facts page? It took a total of five clicks and three different web pages. That’s a huge marketing no-no in my book!

What Should Have Happened:

I should have arrived at the facts page with only one click. Apple should have saved the other clicks (those asking for university information and the shopping agreement) after the facts page – when the email recipients have been given the benefits of a Mac and are more likely to buy.

If an Apple enthusiast, like myself, is unwilling to jump through all those hoops, would someone unfamiliar with Apple go through the trouble? I think not.

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Shorter Email Marketing Wins

I came across an interesting bit of information over at

The study shows that email messages that promote only one product or service generate more sales than emails that promote multiple products and services. This is not surprising to me at all. In an earlier post, I highlighted the fact that one of the biggest complaints about business-to-business websites is their overabundance of information. Such an overabundance turns off potential customers. As the study says, “It is logical that the same [an overabundance of information] would apply to emails.”

The findings of this study can also be applied to company newsletters. Instead of overloading a newsletter with five or more articles, focus on the three most important articles/topics and only publish those three. Some marketing professionals believe that you must have a lot to say in a newsletter. I disagree. You can have little to say in a newsletter, just make sure whatever it is you do say is important.

In closing, I believe the study reflects the busy lives of people today. In today’s instant information age, we no longer have the patience to wade through large chunks of information. Our marketing techniques should incorporate that fact.

Check out the full study here.

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Email Marketing Best Practices Exist, Not Used

According to a recent study completed by Multichannel Merchant and Direct magazines, 61 percent of business-to-business marketers have formal permission practices for collecting email addresses, while 93 percent of consumer marketers say they have formal practices in place, eMarketer reports (via MediaBuyerPlanner). Sixty percent of the consumer marketers surveyed reported using a single opt-in method of gathering email addresses, while 7 percent used a double opt-in method. Of the business marketers surveyed, 26 percent used single opt-in methods, and just three percent used the double opt-in method.

I found this interesting tidbit of information in the MarketingVOX newsletter. What is the point of having best practices if we do not use them? That’s like buying a house but not living in it!

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Email Analysis: Content is still king and segmentation is its queen! published its finding of its November 2005 email marketing survey. Below are two excerpts from the article authored by Stephanie Miller. It should come as no surprise that relevant content and segmentation are the two most important factors, when growing your email list.

“A strong value proposition, prominently displayed, will drive higher subscription rates. But interesting, relevant content will keep subscribers active and engaged. Retention starts at email one. Make list growth a priority. Always send a welcome message, and consider an “engagement series” at [the] start and three months [later] to be sure your email remains relevant.”

“Remember that subscribers may not be “in market” at the same time [of the emailing]. Marketers can now use pull strategies, made possible by the emergence of better targeting software, to trigger email campaigns designed to move prospects (and customers) to the next stage of the sales or product lifecycle. Develop messaging around the customer life stage using email series and triggered messages. Quality, not quantity, will determine the success of your email file.”

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To Avoid Spam, Know Your Client

Recently, my employer asked me to resend an email newsletter to our clients. The resend was targeted at our clients that had not opened the first email. Such an idea is not without merit.

Resending an email of significant importance, whether it is a change in company policy or an extremely enticing sales offer, is not a communication faux pas. Personally, I believe such a strategy, when used sparingly, can greatly help your marketing efforts.

However, if this practice becomes the communication norm for a company, great damage could result. There is a fine line between marketing communications and spam. The best way to circumvent such a debacle is to know your customers.

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Dialog In Email Marketing

In order to retain customers, email marketers must learn to establish a dialog with their clients. Merriam Webster defines dialog as a conversation between two or more persons. No longer can marketers expect that customers will open and read an email from a company they are familiar with. Those days are long gone. In order for marketers to get customers to open emails they must establish a dialog and a relationship with their clients. To establish a dialog, marketers must do the following:

  1. Obtain initial permission
  2. Find out more about customers and prospects
  3. Tell them what they want to hear
  4. Listen

Maintaining this dialog with customers will always be an ongoing process. Marketers will need to continually evolve their ability to communicate individually to their customers. Otherwise, they risk losing those customers to competition. Creating a dynamic email program that gives customers what they want is an important step in retaining clients.

Who am I ?

My name is Michael Morton. I believe in bringing energy and professionalism into the office, that knowledge is power, that leadership trumps management, that customers are more influential than advertisements, that content is king, and that two heads are better than one. I currently lead the marketing efforts of the Strategic Alliances department of my company. Let’s talk marketing!

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