Don't mention the P word?
Privacy that is. If you talk about it, does it scare people away from your email list? Find out below, along with other results from sign-up tests.
But that's not all. There's the shocking revelation that subscribers are - gasp! - human (mostly). Plus advice on inactive addresses, the secret of deliverenderbility, and photos from my recent vacation (not really).
Email Marketing Reports | Forward this to colleagues
The new subscriber
An email address is just a sequence of numbers and letters. It can't read or click anything.
But people can.
You know that, of course. But do you use that knowledge to improve your email marketing efforts?
Part 11 of the New Email Marketing series explores how the new generation of empowered (email) consumers changes how you should think about email.
Most of us see problems with getting emails delivered and problems with getting emails displayed as two different issues.
But the two are connected.
Because some tactics we employ to get more emails to reach the inbox also allow more functionality in those emails (like unblocked images or even video).
So these tactics are worth considering even when you don't have delivery problems. Examples here.
Introduction at Google's Knol
Google's Knol is described by many as an alternative Wikipedia, supporting articles written by named authors to ensure accountability.
I pitched in with an introductory article on email marketing. It's intended as a more balanced view than you typically get from public venues.
You can help by reviewing or commenting on the piece at Knol. Or sign-up and suggest edits and additions. Knol credits contributors by name.
Sign-up form test results
Everyone knows that minor changes to landing pages and shopping carts can have big effects on conversion rates. Why should sign-up forms be any different?
Might a few tweaks to your wording have big impacts on list growth? These posts report on test results and explore the possibilities:
Form or no form? Does the actual sign-up form need to be on every page? Read more...
Privacy reassurances? Can they actually hurt your sign-up rate? Test results...
Safety in numbers? Does it help to tell people how many others already get the email? Find out...
Tactics and strategy...
Dealing with inactives
Those looking for advice on how to deal with inactive addresses or old lists should head over to the new reactivation category at the main site.
The numerous articles referenced cover topics such as reactivation campaigns, tactics for reconfirming an opt-in, best practices for mailing to old address lists, and similar.
That's it for this issue - see you again August 11th, with thoughts on frequency and targeting from the New Email Marketing, a role for remorse, and more...
Copyright Mark Brownlow 2008