Why Do So Many People Half A** Their Email Marketing?

We see it so often. Companies without a true email marketing strategy. Someone is owning email while also owning paid, maybe social, maybe 3 other things. They send email when someone tells them to, but there is no true strategy. They’re totally half-assing their email marketing.

Why? Because email marketing can easily be overlooked. If you aren’t already using email marketing with a very specific strategy, sometimes the benefits can be hard to see. Most people don’t realize that email marketing has proven over and over again to deliver a much higher ROI than most other marketing channels.

In fact, according to Campaign Monitor, email marketing shows a $38 return for every $1 spent.  Wowza!

So first things first, why are you using email marketing? This is the first step. Decide why and how you are going to use email marketing to support your business.

Are you using email to drive traffic? If so, you should be delivering emails to your list regularly. Promote content, promote pages on your site, entice people often to come to your site.

Are you using email to drive leads? Maybe lead gen is your main goal. Make sure you are using email to promote your webinars, any big meaty content pieces, quizzes, give-aways, etc.

Are you using email to directly impact sales? Maybe you’re a retailer and need to see a true return on every email sent. Make sure you’re communicating your sales, your new products, etc. often.

And through all of this, make sure you’re targeting the right part of your list. Sending every communication to every person on your list is not the way to go! That is classified as half-assing your email marketing.

Figure out your goal, and then figure out how to break apart your list for the best results.

Don’t promote a sale on women’s bikinis to all men, kids, and women on your list. Be smart, be targeted.

Stop half-assing your email. Figure out your goal. Figure out your targeting. Send better emails.




A/B Testing – Don’t Ever Stop Testing Your Emails.

A lot of people can get comfortable in their day to day email marketing.

Send a newsletter on the 1st of the month, send offers twice a month, send an email when there is a product announcement, etc.

They don’t put thought into how often, what they’re sending, what subject line they are using, etc.

They could be getting so much more out of their email marketing if they would just test.

Here are some things you should always be testing:

  1. Subject lines – get that open rate up! Be exciting, be daring, play around. “Announcement: X, Y, Z” doesn’t have to be your go-to.
  2. When you send – don’t send at 6am on a Monday just because you always have. Test the day and time you send to see when your audience is the most engaged.
  3. Format – image, content, CTA might work best, but it also might not. Change it up, see what people respond to.
  4. CTA – always use a button? is it always orange? Try switching it up. Maybe a blue button will spark interest, maybe green. TEST!

These are just a few things to start out testing. So stop doing the same ol’ thing in your email marketing, and start testing!

Want more info on how to test your email campaigns? Here are some great resources:





5 Awesome Email Marketing Examples

Get ready to get excited about these awesome email marketing examples!

We see emails in our inboxes everyday. Some make us ohhh and ahhhh, while others make us cringe.

Here are some emails that inspire the first feeling.

  1. Pizza Hut. Give me that for dinner, now. The offer is clear, the email CTA is clear, and the picture is rich. A+.

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2. Jack Daniels. They kill it with this email product announcement, the bottle and flavor is the center of attention.

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3. Seafolly. It honestly looks like I just clicked into their home page. The cohesiveness is exquisite.

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4. Showtime. They sure know drama. This announcement for a new season premier is amazing. It even gives us a way to explore the characters and get even more connected.

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5. Buzzfeed. Buzzfeed is the king/queen of storytelling and getting people to enter their site for a variety of reasons. Their emails feature bold images and just enough copy to entice you and pull you in.

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Want to see more amazing emails? Check out this gallery of email marketing campaigns and these “Really Good Emails”.




Email Marketing This Memorial Day Weekend

Haven’t sent out your Memorial Day weekend email yet? Get to it!

Memorial Day weekend is a prime time for companies to kick off sales, promotions and offers! If you’re a retailer and you’re not taking advantage of this weekend, again, get to it!

Even though it’s Friday, it’s not too late.

Here are a couple of Memorial Day email marketing tips:

  1. Mention the timeliness of your email in your subject line. Phrases like “This weekend only!”, “48 hour sale” and other eye-catching phrases will help get your email opened and acted on.
  2. Add coupons to your emails. Give them something tangible so they can see that your sale is real! Use eye catching header images and more to get them to act.

Now stop wasting time reading this post, and get your email out.

If you’re lucky, your audience is still hanging out at work, refreshing their emails and waiting for Memorial Day weekend freedom!

Cheers and see you after the holiday weekend!


Get Your Email Into the Inbox, Every Time.

A major fear associated with email marketing is deliverability.

Many marketers don’t understand the ins and outs of deliverability and what actually triggers those pesky spam filters.

We want to help you get a better understanding.

Keep this list in mind when sending your next email, and we promise, you’ll make it into the inbox!

  1. Don’t send with an ALL CAPS subject line. Come on, that’s spammy. “Get this offer now”, is just as powerful as “GET THIS OFFER NOW!”
  2. Sloppy coding in your email. Extra characters, code showing through the mark-up, etc. can all cause spam triggers. Clean it up, people!
  3. Lots of hard bounces in your email list. If you are sending to a list with lots of hard bounces, some ESPs may think that is a purchased or incorrectly acquired list. Always make sure to check your lists before sending!
  4. Be careful with your language. Some words like “buy”, “buy now”, “income”, “earn $”, “cheap” etc. can trigger spam filters. But come on, you can be more creative than that!
  5. Missing unsubscribe link. You always need to give your list the power to opt out if they no longer want your content. Also, include your address and a link to your terms and conditions and privacy policy. Be cool!

There are a few other items that might trigger spam filters, but these are some of the most common.

Clean up those emails and make sure you’re getting into the inbox, every time!

Do You Have Send Fear?

Send fear.

Most people who use email marketing know the feeling. You’ve put together what you think is a wonderful email, you’ve uploaded your list, you’re ready to hit send, but wait…

You start second guessing yourself.

You start asking questions like:

Did I upload the right list?

Did I make sure I suppressed a list?

Does my CTA work?

Are my images going to show up for readers?

Email marketing anxiety. But you can avoid all of this! Here are a few tips on how to alleviate send fear.

  1. TEST! This seems simple but you always need to test your emails. Hit up Litmus to make sure your emails are going to look great in every browser.
  2. Before testing, make sure you set yourself up for success by using a mobile-ready template. You can have a designer/developer do this or you can head over to Campaign Monitor to check out their template builder.
  3. Double check your list. Hard bounces and spam alerts can really hurt you in the long run. Make sure you’re running your list through a tool like Briteverify before sending.
  4. Double check all of your links. Click on every single link in your email before sending. Nothing is more embarrassing than a broken link.

These are just a few ways to alleviate your email marketing send fear. Do your due diligence and keep sending out those kick ass emails.