Email Marketing

Case Study: Less Copy Generates a 918% Lift in Email Revenue

case-study:-less-copy-generates-a-918%-lift-in-email-revenue

Sometimes less is more – a lot more. Case in point: this case study from 2020, where removing some copy generated a 918% lift in revenue-per-thousand-emails-sent (RPME). You can see the control at the left below, the test version is on the right. and the color key to content is there as well. When you’re thinking about what you might test, you always want to

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Case Study: 61% Decrease in Revenue-per-Email (RPE), but We Still Learned a Few Things

case-study:-61%-decrease-in-revenue-per-email-(rpe),-but-we-still-learned-a-few-things

When we test, we’re usually looking to boost performance. But you can get some great learnings even if the control wins. Case in point: this case study from 2020. This email was part of an annual campaign; as such, I went back to the 2019 creative and results to put together my 2020 plan. The control here was second in revenue-per-email-sent (RPE) in 2019; we

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Apple’s Mail Privacy Protection: The Sky Isn’t Falling After All

apple’s-mail-privacy-protection:-the-sky-isn’t-falling-after-all

When Apple announced its Mail Privacy Protection (MPP) initiative in June 2021, much of the email marketing industry acted like the sky was falling. I don’t put myself in this camp, but I was concerned, and I did publicly state that open rates were going to be useless once MPP was fully rolled out. For those of you who missed it, under MPP opens are…

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Apple’s Mail Privacy Protection: The Sky Isn’t Falling After All

apple’s-mail-privacy-protection:-the-sky-isn’t-falling-after-all

When Apple announced its Mail Privacy Protection (MPP) initiative in June 2021, much of the email marketing industry acted like the sky was falling. I don’t put myself in this camp, but I was concerned, and I did publicly state that open rates were going to be useless once MPP was fully rolled out. For those of you who missed it, under MPP opens are…

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The *Best* Way to Do Email Resends

the-*best*-way-to-do-email-resends

I see a lot of marketers doing email resends — but I rarely find anyone doing them the way I do them with my clients. Here’s the very *best* way to extend reach, relevance, and revenue with resends, without the potential pitfalls of most resend strategies. In email jargon, a resend is sending an email to someone a second time within 7 to 10 days…

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The *Best* Way to Do Email Resends

the-*best*-way-to-do-email-resends

I see a lot of marketers doing email resends — but I rarely find anyone doing them the way I do them with my clients. Here’s the very *best* way to extend reach, relevance, and revenue with resends, without the potential pitfalls of most resend strategies. In email jargon, a resend is sending an email to someone a second time within 7 to 10 days…

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The *Best* Way to Do Email Resends

the-*best*-way-to-do-email-resends

I see a lot of marketers doing email resends — but I rarely find anyone doing them the way I do them with my clients. Here’s the very *best* way to extend reach, relevance, and revenue with resends, without the potential pitfalls of most resend strategies. In email jargon, a resend is sending an email to someone a second time within 7 to 10 days…

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