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 [...]
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 [...]
Buttons play a key role in digital ads, emails, and landing pages. They prompt people to take the next step: to buy, preorder, sign up, download, subscribe, or get something. When your organization produces hundreds--if not thousands--of digital assets, it’s easy to wind up with “go-to” button text that you [...]
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, [...]
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 [...]
You spend a lot of time, effort, and money to grow your email list. You promote ebooks, webinars, free trials, giveaways, and other content just to get people to subscribe. But what happens after they subscribe? You need to keep people engaged, or else all the work you did was [...]