Recently I shared how everything I know about blogging I learned from advertising. As a companion piece, I think its equally worth noting the engagement lessons for Facebook and Twitter that you can learn from email marketing. Often forgotten as the un-sexy, boring older sibling of new media, email marketing has many valuable insights for marketers working to build a brand-driven community with social media.
Start with a Clear Objective
With the holidays fast approaching, many email marketers are gearing up for the busiest time of year. Even though time and budget may be tight, email testing needs to be a part of your email marketing plans. Without testing, marketers can be leaving a great deal of money on the table. However, a poorly implemented testing program can actually be detrimental to your program. During the busy holiday season, watch out for these five testing pitfalls.
Email marketing grows more complex every year, with changing technologies, integration with social media, mobile adoption and greater customer control of the process.
When you add in more budget pressure and management scrutiny, it becomes critical to create a high-performance email team that can take your email program to a higher level despite these challenges.
As I meet with clients and prospects in companies of all sizes around the world, I have noticed that the...
Last week, I had the pleasure of participating in the DMA’s Post-Conference Email Marketing Certification course. My session was on email testing and one sections of the training focused on the steps necessary for setting up of culture of testing in an organization. While there are many things that need to be done to ensure your email testing program is set up for success (getting executive buy-in and making it a team effort, for example), gathering data prior to launching a testing program is also a necessary step to get the testing program off on the right foot.
Email marketing can be a tricky balancing act," writes Melissa Miller at HubSpot. "You want to use copy that will get your recipients' attention, but you don't want to select words that will raise red flags with SPAM filters."
So what about the word free? Once considered the reddest of red flags, it's now considered a safe copywriting choice.
HubSpot decided to find out with an A/B test ...
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