Think about the emails your organization sends to subscribers, customers, and prospects. Do your subject lines pass your own glance test? How can you improve your subject lines to better draw in your target audiences?
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Part 2: Deadweight (This post is the second in a series on email newsletter best practices. To read Part 1, click here.) How come I have a big email subscriber list but not many active emails? A recent article from Direct Marketing News discussed some common email list building myths. One myth in particular – that “bigger is better” — is pervasive in all areas of society. We’re here to debunk that myth for email subscriber lists. In the world of email marketing service providers, we see two basic packages offered to potential clients. The first package charges clients based on the number of emails they send each month. The second charges a monthly flat fee based on the number of subscribers in the list. Each package type has its strengths, and we aren’t here to tell you which type works best for your brand or your budget. However, no matter which service provider or tool you choose, make sure you use it to the fullest. So, while a big list can be useful, plenty of factors can make it […]
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Part 1: Distribution (This is the first post in a series on email newsletter best practices.) In IMN’s 2014 Content Marketing Survey, 60 percent of content marketers cited email newsletters as one of their most effective content marketing vehicles. Our respondents work in many different industries with varying budgets at their disposal. While 60 percent is a decent majority, we want to see the number grow. When done right, newsletters can help brands gain new customers and keep current ones happy. We help a lot of struggling marketers create effective newsletters because of IMN’s tradition of email marketing success. The following answers some common questions about effective newsletter distribution. We hope it helps shed light on the “secret truths” to building a great email newsletter. How do I build my email subscriber list? When our clients first start building their email lists, they want to know how they can get people to give them email addresses. We serve clients from very diverse industries, but we always give the same answer: Give potential readers a good reason to give you their […]
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I don’t suppose love and subscriber lists ever, ever get put into the same sentence, but I’m going to try anyway, so here goes: Your Lists Probably Need a Little Love. In email marketing, success boils down to sending the right content to a well tended list. A well tended list is one that contains mostly real addresses, checked by real people, who spend real time reading your emails. They represent very real potential customers, business partners, and colleagues. From this perspective, tending to your lists with some care and attention is about finding out what people need and want, and then sending the appropriate emails their way.
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