Tactics

6 Tips for Building an Effective Message Map for Your Email Campaign

6-tips-for-building-an-effective-message-map-for-your-email-campaign

A well-thought-out message map is the key to a successful multi-effort email series, and if you’re automating that series for use over the long term then it’s doubly important to get the message map right. The message map is an outline for which key topics will appear in each of your emails. The idea is that each email should stand alone – but together they

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6 MORE Tips for More Effective Automated Email Programs

6-more-tips-for-more-effective-automated-email-programs

This is part 2 of my series on email marketing automation (here’s part 1) — check out these tips to make your current automations more effective and/or to create new automations that will up the profitability of your email program! Note: I presented some of this content at the GURU Conference in November 2022, but due to time constraints I could not present all of

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6 Tips for More Effective Automated Email Programs

6-tips-for-more-effective-automated-email-programs

Check out these tips to make your current automations more effective and/or to create new automations that will up the profitability of your email program! Note: I presented some of this content at the GURU Conference in November 2022, but due to time constraints I could not present all of it. So, if you saw me there, this post and it’s soon-to-be-published companion will give

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Case Study: Do Personalized Logos Increase Revenue?

case-study:-do-personalized-logos-increase-revenue?

It’s conventional wisdom that  personalization boosts the bottom-line performance of your email marketing. And it often works. But maybe don’t count on it… That’s what we learned from this case study, which is the second of a series (here’s the first one) about a journey into personalized email that one of my clients took. You’ll learn what they did, how it performed, and what we

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6 Tips for Making Better Use of Images in Your Email Messages

6-tips-for-making-better-use-of-images-in-your-email-messages

Most email messages sent today include images. But are you using the right images? And are you using them effectively? Are there things you could do to boost bottom-line performance?   Here are some tips, based on best practice and my 20+ years helping clients make their email marketing more effective and more profitable. As always, you should A/B split test into any changes to

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Personalization and Email Performance (A Case Study)

personalization-and-email-performance-(a-case-study)

You’ve probably read about personalization and how it boosts the bottom-line performance of your email marketing. Or maybe you’ve read about how it can be creepy. Or maybe both. Here’s a case study, the first of a few I’ll publish, about a journey into personalized email that one of my clients took. You’ll learn what they did, how it performed, and what we learned. As

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A Tale of Two Purchased Lists (A Case Study)

a-tale-of-two-purchased-lists-(a-case-study)

Which segments of your list are most profitable? Are purchased lists always low performers? This client case study provides answers to both of these questions – as well as providing a framework for you to use to answer them for your own list segments. As always, don’t just take these test results as gospel – do your own testing to see how your audience performs!

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6 Tips for More Effective Call-to-Action Links and Buttons

6-tips-for-more-effective-call-to-action-links-and-buttons

Is a picture worth a thousand words? I hope so! I’ve made this blog post image heavy to quickly allow you to skim these best practices for call-to-action text links and buttons in your email messages. Enjoy! 1. Use the visual markers of links sparingly; never on headlines Headlines that are visual hyperlinks look sloppy. Much better to include a button instead – both in

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