Email best practice
I’ve narrowed our best practice email posts down to about 40 from the last two years. There’s plenty more under the email tag on the blog.
Subject lines
45 words to avoid in your email marketing subject lines
Email marketing subject lines: why best practice matters
Six case studies and an infographic on how to write effective email subject lines
152 killer keywords for email subject lines (and 137 crappy ones)
Writing mobile email subject lines: four key considerations
What you can learn from 1.159bn B2B subject lines
Copywriting, content and design
Great copy from The Natural History Museum: email edition
How to create engaging email content to drive conversion
Eight best practice tips for writing effective email copy
Why you should test the layout of your emails
Examples by sector
How fashion ecommerce brands use email marketing
How the travel industry uses email marketing
Why Manchester City’s emails are Premier League quality
Unsubscribes
Managing email unsubscribes: best practice tips
Email marketing: what makes people unsubscribe?
Unsubscribing from email: how top fashion retailers try to persuade you to stay
Gmail offers unsubscribe link and the world of email marketing comes to an end
Six best practice tips for email unsubscribe pages
Frequency
Email frequency: how much is too much?
Why more emails at Christmas almost always means more money
30+ Christmas email marketing tips from the experts
Send more email, make more money?
Basket/cart abandonment emails
Cart abandonment emails: how five retailers retarget lost customers
How you can boost your email re-activation campaign’s response rate
Abandoned basket emails: the good, the bad and the ugly
Top 10 tips for improving basket abandonment emails
General
A guide to structuring your email marketing program
Five email marketing lessons from 40 online purchases
10 things I love about your emails (and related arts)
10 things you can do to make me love your emails
Four innovations that will shape the future of email marketing
Why Custom Audience targeting proves that email has won the internet
12 useful tips for optimising email deliverability
20 automated emails your customers won’t delete
10 emails I have deleted and why
Stats
We have lots of stats on email marketing, including whole compendiums full of them. See the reports section for more.
How data can be used to take your email marketing up a level
How do marketers manage their mobile email channel effectively?
What is a decent email marketing response rate?
Email marketing benchmarks 2014: how do you stack up?
22% of UK businesses have ‘non-existent’ mobile email strategy: report
Triggered email open rates are four times higher than newsletters
22% of marketing emails fail to reach the subscriber’s inbox: report
Email marketers not making the most of automation: report
Triggered email open rates are four times higher than newsletters
Case studies
Here’s a sample from recent blog posts, but we have many more in our new case studies database, accessible to subscribers.
Three case studies to help improve your email marketing conversion rates
Seven inspirational email marketing case studies from The Digitals
10 case studies that show the power of email segmentation
Responsive email design: five case studies and an infographic on how it improves engagement
How RS Components uses automated email FTW
Reports
We have lots of reports on email, from our comprehensive 200 page best practice guide, to industry stats and template files…
Email Marketing Best Practice Guide
Bridging the Gap in Email Marketing
Email Marketing Industry Census 2014
The Email Marketing Speed Imperative
Email Marketing Platforms Buyer’s Guide 2013
Building, Monitoring and Improving Your Email Marketing Campaigns
Training
We have training courses for email marketers too. Check out the links for more information.
Our Festival of Marketing event in November is a two day celebration of the modern marketing industry, featuring speakers from brands including LEGO, Airbnb, Tesco, Barclays, FT.com and more.
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