Adestra has published a report on subject lines that ought to be a must-read for every marketer, regardless of industry, because it’s an eye opener (or reminder) of the big huge impact one little word can have. Subject lines can always benefit from optimization because they affect not only open and click-through rates, but unsubscribe rates as well. In order to delve deeper into subject line best practices to discover ways to improve, the folks at […]

Question: How old is the oldest email in your inbox? Chances are it’s more than a few days old—maybe even more than a few weeks old. As I write this, I see the oldest message sitting in my inbox showed up over a year ago! This is one more reason for writing killer subject lines. Yes, you’re right to focus on getting set up with the right html email marketing software, but that software only helps you get […]

Both your subject line and headline play critical roles in getting people to open your emails. Once you’ve mastered the From line and got their attention that way, next up is your subject line. If that peaks their interest, your Preview Pane and headline are next in line for keeping them moving right along into your email. That makes the words in your subject line and headline critical. So why use words your customers don’t use? […]

In our last post, we talked about the importance of testing your email schedule for deliverability to mobile devices, given the prevalence of mobile devices on bedside tables and the increase in email engagement in the “wee hours” of the morning and weekends. This is a new trend that is only happening due to the surge in popularity of smartphone and email-enabled mobile devices. And once we get started talking about testing for email deliverability, it’s […]