Getting embroiled in the details of our everyday work is all too easy. When attending a conference, however, we have the opportunity to back away from the details, learn about new industry strategies, and get important reminders about the basics, too. After returning from MarketingSherpa’s Email Summit 2011, I compiled a list of the latest and greatest email-marketing lessons to share with you.
What do you want your subscribers to do, and why should they do it? In email marketing, that’s what your call-to-action should clearly and concisely communicate. Although a call-to-action is one of the most important factors driving conversion, many email marketers don’t give nearly enough attention to theirs. Here we discuss why you need to go beyond the generic “Click here,” and provide 10 tips for how to create effective calls to action.
If you’re looking to increase the return on investment from your email-marketing efforts, an email-marketing consultant may be the answer. But how do you find a consultant who has the expertise needed to identify and implement the improvements you strive for?
There have been many books and papers written about how to build or improve an email-marketing program. Making sense of it all, however, can be difficult. I’ve written this article to help novices gain the big picture of email marketing, while giving experienced email marketers a model for organizing their strategies for evaluating and improving existing programs.
As we recently passed midyear 2009, my team thought it would be a great idea to share the links to NewsLever’s “FulcrumTech Top Reads” that you, our subscribers, clicked on most since January. Interestingly, these articles remind us of some of the most important lessons for developing and implementing effective email marketing programs. So here we summarize what you may have missed along the way.
Your email service provider (ESP) can make a huge impact on the success of your email campaigns (for email newsletters or promotional email). Over the years, I have spoken with many prospects and clients who just didn’t know how much better they could do with the right toolset. As you evaluate your current email service provider (ESP) – and possibly search for a new one – here are some important questions you should be asking…