This story begins during World War II. The English were starting to bomb targets in Germany. Of course they wanted to quickly improve the armour of the planes. The planes that came back from their bomb runs were carefully inspected for damage.
Engineers analysed the bullet holes and made an overview of the parts that were hit the most. The planes were reinforced in those places before sending them on their next flight.
They are silent, not very obvious. And not seen by the untrained eye. Your gut says everything is all right and you get results and sales from your emails. Your design even looks great!
But it takes more than a fantastic starting point to reach the finish line of conversion. Here are some of those “silent conversion killers” you wouldn’t spot at first glance. Continue reading »
Ever heard the business term continuous improvement? It means you want to keep on improving. Improving your skills, your company, or even the results of your email marketing campaign.
Several components are necessary for continuous improvement of your email program. But often one of these is missing…. Continue reading »
In life you say “Live and learn”, in email marketing that is rather test and learn. A/B split testing is a proven way to optimize your email marketing.
Even though companies know they should be testing and optimizing their email marketing more, they don’t. Sometimes that is for valid reasons, often it is not. Continue reading »
I had the pleasure to record a video call with the lovely Pelpina Trip. She asked me for some practical email marketing tips. So I gave them! We discussed how to make sure people click through on your emails, reaching your target audiences with newsletters and saving time while email marketing. Enjoy! Continue reading »
Take a step back. A critical look at your email marketing program can be very fruitful. Just like a car, it needs to be checked every once in a while. Fine-tuned, new oil, that headlight fixed. Most senior email marketers know this.
But when do you know it is time to do that checkup? Here are 5 telltale signs that you seriously need an email marketing audit. Continue reading »
When a well-crafted email arrives in your inbox, it grabs your attention and without any effort you know if you want to act on it or not. It is like the ideal Skipping stone.
These emails might look as if they are made in a minute. That’s how natural they seem. Yes, Achieving a balanced, clear and persuasive message takes some extra work on the marketers side, but it is worth it, for the result is a more effective email.
How engaged are your customers with your brand? This seemingly simple question has puzzled email marketers for some time.
Most marketers have customer engagement listed as one of their top priorities. Engagement might even be the core of their email marketing strategy. But at the same time there is never been a clear definition of what email engagement actually is. Let alone what the most profitable way is to increase it. Continue reading »