A decade ago, reading email on your phone would have been considered a luxury. The iPhone just hadn’t been out for very long, and smartphones were far from ubiquitous. But today, depending on your industry and audience, 85 percent or more of the people you are trying to reach might [...]
When you’re trying to convince someone to click your ad, open your email, sign up for a demo, or read a blog post, it can be hard to settle on the right messaging. How do you boil down everything your company or product does into a handful of words? What’s [...]
Most people don’t go into the holiday season knowing exactly what they’re going to buy. But they do plan to spend money. A lot of it. In 2017, the average US consumer expected to spend more than $900. And they’re more generous during this time of year, too. Where that [...]
Growing an audience doesn’t do you much good if you can’t get people to actually do anything. For most of us, the whole point of acquiring leads and building an email list is ultimately to make sales. It’s tempting to think that once someone joins your email list, it’s time [...]
Optimization is the science of making your work as effective as possible. You strategically tweak and test your landing pages, emails, and ads to maximize a specific metric, such as clicks, conversions, or opens. And therein lies the problem with optimization: it can give you tunnel vision. Focusing too much [...]
When nobody opens your email, the subject line is the easiest culprit to blame. Odds are, most people who chose not to open your email still saw your subject line—and ignored it. A/B testing helps you learn what went wrong and what might work better in the future. Most of [...]
If nobody reads your emails, writing them is a waste of time. Who’s even seeing your marketing, let alone clicking through and taking the actions you want them to take? For some organizations, low open rates create a self-fulfilling prophecy: their email list isn’t performing well, so they don’t put [...]
Click-through-rate (CTR) is one of the best ways to measure how well an email performs. If people aren’t clicking on your email, something probably needs to change. There are countless tricks and gimmicks that may or may not improve your CTR. But we’re not going to talk about those. Instead, [...]
Why do people sign up for your email lists? Before you ever start writing a lead nurture campaign, you need to answer to this question. Relevancy is one of the most important factors to consider when emailing your list. You need to consider why your subscribers signed up, and what [...]
A strategic drip campaign can be the key to achieving your marketing goals. While your objective might be to close a sale or start a free trial, most people aren’t ready for that pitch when they first sign up for your email list. The best drip campaigns move them closer [...]