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The secret to email success isn’t luck

Wouldn’t it be great if at the end of every rainbow was the secret to email marketing success? As marketers, it’s all too easy to wish for a magic solution to our biggest challenges – something that could increase open rates, compel people to click, and drive an audience to convert. So here’s some great news: That solution exists.

…well, kind of. It isn’t the luck of the Irish or some sort of magic spell – it’s testing. And even though it requires a little bit of effort on your part, the rewards are great. By simply testing different elements of your campaigns and paying attention to the results, you can build a more successful email program in no time.

Want to see how it’s done? Here are five different elements you can test to boost your open and click rates – no four-leaf clover necessary.

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The Brainiac Guide to Welcome Email Automation

How email and great content can fuel your buyer’s journey

One of the biggest challenges marketers face is finding ways to direct an audience from awareness and interest down the path toward actual conversion.

If you’re not getting leads, or if your leads aren’t converting, they’re falling off at various points in your sales funnel. So you have to find ways to fill the gaps with useful, valuable, and compelling content to successfully keep them moving along. Thankfully – much like a good, wholesome breakfast fuels a solid day – email and great content work together to energize your leads (so don’t skip ‘em). Here’s a look at how combining them will help drive more conversions for your brand.

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How email helps Car Talk drive incredible results

The beloved NPR show Car Talk continues to live on and connect with fans through digital channels that were established years ago: The web site was established in 1995. Facebook came not long after the social media network started. Twitter and Instagram followed. And the podcast remains one of the most popular in iTunes. Car Talk's digital channels have grown substantially in recent years, as the entity reinvents itself and enters a new era.

They also make a point to reach their fans in the inbox every week with two Car Talk newsletters. And they’re seeing some impressive results.

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Should you be using emojis in your subject lines?

It’s a deceptively simple concept: Use an emoji in your email subject line, and it’ll help you capture more attention in the inbox. After all, it’s an easy way to stand out, and everyone loves a good emoji…right?

Maybe not. The whole emojis-in-subject-lines thing is actually a pretty divisive issue, and marketing experts have come down on both sides as to whether or not the practice is effective. 

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4 brands taking email personalization to the next level

In the mad chaos that is the modern inbox, you’re not just competing against other brands – you’re also competing against real people your subscribers know, like, and trust.

So every time your recipients invest the time to open your email, they’re expecting the same kind personal experience they’d get from someone they actually know. And if they don’t get it, they’re gone – 56% of people unsubscribe from emails due to content that’s no longer relevant to them (Chadwick Martin Bailey). But when you get that subscriber experience right, it leads to major results.

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7 effective CTA examples (and why they work)

You’re doing everything right with your email marketing: You’re writing compelling copy, nailing it with stunning design, optimizing for mobile… but your click rates still aren’t where you want them to be.

So what can you do? Well, a great place to start is to take a good, hard look at your calls to action.

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Sharper images for sharper emails

To optimize for retina displays and eliminate blurry images, we’ve taken the "2X" approach to rendering images in email. Here's a look at how it works and what it means for you. 

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Introducing Code Your Own HTML with Litmus integration

With our new Code Your Own mailing builder and Litmus Inbox Preview, you can design, test, and send custom HTML emails that fit your style and look great in any inbox.

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Why email will never die

All the bold pronouncements can cease and desist, because it’s time for everyone to just accept it already: Email isn’t going to die. Every time shiny new technologies emerge, media hype leads to ominous “email is dead” headlines…. and again and again, (since, like Beyoncé, it’s a survivor) email either emerges triumphant or plays really, really well with whatever was supposed to bring about its demise.

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