Email Testing Inspiration: Tips and a Recent Example
by Justin Premick on April 6th, 2009Sure, you’ve heard about the value of testing in your email marketing campaigns.
You’re familiar with some of the big gains that tests can bring you. Perhaps you’ve even looked over some of the examples of things you can split test and considered doing them.
But there’s a pretty good chance you’re not testing as much as you could, or even as much as you might like to. Most marketers aren’t.
Getting in the habit of testing requires us to think not only about what we want to test in a broad sense, but also what tests to conduct (and how to conduct them) so that the results are useful to us.
Recently, I found a couple articles that I thought would help you get more out of your existing email testing - or simply start conducting more tests to optimize your campaigns.
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Comments: 9
Segmentation Screwups: How Do You Recover?
by Justin Premick on December 30th, 2008Email segmentation is a funny thing.
Used well, it’s one of those little extras that separates professional email marketing campaigns from disparate sequences of “spray and pray” messages. It gets more of the right message to the right people at the right time, and it amplifies your response.
Used poorly or mistakenly, however, it can amplify the wrong kind of response.
A pair of emails I received the other day demonstrate this and give us a chance to see how we can respond to our own segmentation mistakes.
Let’s have a look…
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Comments: 21
Email Segmentation Lifts Sales Over $31,000
by Justin Premick on November 4th, 2008Over the past week or so, we’ve talked about email segmentation a few times.
While the three posts did show you how to segment your subscribers, they didn’t talk much about why you should do so, or what to say to different groups. Some of you asked about this.
Well, just the other day, AWeber user Yaro Starak talked about those very things on his blog, sharing how they helped him raise sales over $31,000.
A couple thoughts on his experience and results:
Continue reading “Email Segmentation Lifts Sales Over $31,000″
Comments: 11
A Well-Done “Change of Address” Email
by Justin Premick on October 3rd, 2008There ought to be some kind of warning label: Changing your “From” address can be hazardous to your email deliverability.
Do it, and a few things can happen:
- All those people who added you to their address books (you have been asking them to do that when they sign up, right?) suddenly don’t have you in their address books anymore.
- People who had been viewing images in your (HTML) emails suddenly don’t because they haven’t yet permitted images to display for emails from your new address.
But if you have to do it (and sometimes you do), then you should at least do it well.
Continue reading “A Well-Done “Change of Address” Email”
Comments: 2
Effective Welcome Email Example: SlideShare
by Justin Premick on September 23rd, 2008Have you taken a look at your welcome email lately? Does it…
- Thank people for joining?
- Point them to helpful resources, such as an article, FAQ or product/service tour?
- Tell them how to connect/get in touch with you, and encourage them to do so?
- Anything at all? (Do you have a welcome email?)
I was reminded of the importance of a good welcome email last week after signing up with SlideShare to post the slides of my Podcasting and Email Newsletters presentation.
Shortly after signing up and confirming my registration, I received an email welcoming me to SlideShare. And I was impressed.
Their welcome email does a lot of great things that we can all learn from and apply to our email marketing campaigns.
Continue reading “Effective Welcome Email Example: SlideShare”
Comments: 23
The Ugly Truth About Buying Email Lists
by Justin Premick on July 29th, 2008Experience, as the saying goes, is the best teacher.
Unfortunately, sometimes that experience is really painful.
This is never more true than when a well-intentioned business, eager to grow, gets suckered into a “quick fix” by someone offering them an inexpensive “shortcut” to building their email list.
I recently came across an example of someone who learned a hard lesson about email marketing, list-building and email deliverability…
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Comments: 32
Asking Subscribers To Whitelist You: Is It Ever Too Late?
by Justin Premick on July 18th, 2008United Airlines doesn’t think so.
I just got an email from them asking me to add the address they use to send email marketing campaigns to my address book.
The thing is, I’ve been getting emails from them for a while now. Years, I think. And as far as I can tell, they’ve done a good job of getting to my inbox.
Continue reading “Asking Subscribers To Whitelist You: Is It Ever Too Late?”
Comments: 28
Do Readers Love Your Emails?
by Justin Premick on June 19th, 2008
In last week’s email relevance webinar, I gave an example of a company that does quite well at using customer behavior to create more relevant emails: Amazon.
Then, this week I stumbled across this post by Jon Dale comparing Amazon’s email campaigns with those of another major bookseller, Barnes & Noble.
He makes a useful comparison of the two companies’ email practices that I’d like to expand on and share with you.
Continue reading “Do Readers Love Your Emails?”
Comments: 16
Example of How to Use Global Fields: Our New Phone #
by Justin Premick on May 8th, 2008We recently set up an easy-to-remember phone number for you to contact us: 1-877-AWEBER-1
In addition to making remembering how to get in touch with our Customer Solutions Team easier, this presents an opportunity to answer a question that I never really was able to demonstrate very well when customers asked:
What good are Global Fields? How would I use them?
In this instance, using Global Fields saved me a lot of time updating our various customer, affiliate and prospect newsletters. Here’s how:
Continue reading “Example of How to Use Global Fields: Our New Phone #”
Comments: 11
Even Experienced Marketers Make Email Mistakes
by Marc Kline on April 29th, 2008[Insert clever first paragraph here.]
OK, so that one was on purpose, but we all make mistakes at one point or another, like leaving some text only we were supposed to see. Even Seth Godin does.
No matter how experienced we are with something (or sometimes because we are so experienced with it), mistakes happen.
A mistake here and there is not a big deal! But one repeated over and over is. It’s how we learn from them, and what we do to prevent them from happening that separates the careful, successful newsletter publishers from the error-prone who see inconsistent results.
Continue reading “Even Experienced Marketers Make Email Mistakes”
Comments: 15
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