Email Marketing

Turning Lemons Into Lemonade

Make lemonade from lemons


Messed up? Make lemonade.

We’ve all been there. You check your work once, twice, three times … you read it aloud, ask a trusted employee to review it, save it and give it a final review first thing in the morning with a fresh brain and rested eyes. You pronounce it ready and emphatically click send.

And then: Nooooo! You see the spelling mistake, the missing word, the broken hyperlink. Or something worse, like the price that was supposed to be introductory — but you forgot to add the disclaimer.

Sometimes it’s not our fault; it’s one bloody auto-correct tool or another, thinking it knows better than we do, sneakily messing with our words.

Even the most eagle-eyed among us can miss a typo. So stop beating yourself up, accept that mistakes happen, and make lemonade from lemons. Read on for a few “lemonade recipe” examples.  (more…)


Canned Content Is For The Birds

Nearly identical birds

With canned content, your business is nearly indistinguishable from your competitor’s.

There are times when it’s really hard to bite your tongue. I had one of those moments during a recent conversation with a new client. While discussing their current marketing tactics and how we could improve their effectiveness, the client mentioned that they use email marketing to stay in touch with a large list of past clients and contacts. When I probed, she explained, “We subscribe to this great service which provides us industry-related content that we share to our email lists automatically. It’s really easy!”

My response? First, a deep breath; then count one, two, three.  (more…)


One Missing Step To Email Marketing Success

Missing Step

Are you missing a key step to email marketing success?

You’re distracted. Yes, you have work to do, but it’s a beautiful day and you want to be outside. Or your personal to-do list is out of control and you just need some time to tackle it. Maybe you simply want to work a little less hard. That’s fair, right?

Not only fair, but smart. With systematic processes, you can streamline your marketing efforts, reducing the hurdles associated with content publication and helping to maintain marketing momentum. One such process can increase your email open rates by 50% without a lot of additional effort.

Want to learn more? (more…)


Mobile-Responsive Email: Tidbits Of Wisdom

Tidbits of WisdomFast and furious. Our world is technology-obsessed, on-the-move, and bordering on fanatical about staying connected. In the early days, when mobile devices were a novelty, we had more tolerance for poor user experiences like dropped calls and sites that were difficult to navigate. As we acclimate to each new technology and spend ever-increasing amounts of time on mobile devices, expectations are rising.

Are your emails easy to consume?

In a recent article, we discussed the usability issues related to websites not optimized for mobile:

While we may be accustomed — or resigned to — scrolling and pinching to magnify tiny text on a mobile device, it’s not an ideal user experience. A mobile responsive website adapts the page layout to present the information in a format appropriate for the device.

Similar to the shifts in search algorithms to reward mobile-friendly websites, the recipients of our emails can decide whether to bother with an email that is not mobile-friendly. (more…)