01.15.20168 min read

5 Things You Need to Read: Email Marketing Edition, Volume II

by Ben Snedeker  

Not too long ago, we put together a round up, called “Email Marketing Volume I.” In that edition, we looked at (among other things) preheader text ideas, how to write an awesome newsletter, and whether or not you might want to spice up your emails with some cursing. Good times.

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If you missed, you might want to circle back to it when you get the chance.

Well, it’s about time we make good on our promise and follow up with a Volume II. Volume I set the bar high, so we’ve packed V2 full of ass-kicking* articles from around the web that you can use in your own email marketing efforts.

*(Thanks, Vol. I, for emphasizing the value of profanity in communications.)

Optimizing Email Marketing for Mobile: 6 Things You Need to Consider (via @circleSstudio

As of Q4 2015, 66 percent of all emails opened in the United States are opened on mobile devices, and half of all emails opened are opened on phones. This means that emails that aren’t compatible with mobile devices run a giant risk of getting deleted, or worse, unsubscribed. From the article: “A study…found that when email isn’t mobile-friendly, 80 percent will delete the email and 30 percent will unsubscribe.”

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This little post gives you six ideas to help ensure your email is optimized for mobile, thereby increasing your chances of success. 

150+ Fresh A/B Email Split Testing Ideas You Can Use Today (via @jvanrijn)

In Vol. I of this series we talked about A/B testing of your subject lines. In this volume, we wanted to up the game.

You’ve probably noticed that some of your emails perform better than others. On the surface it can seem like a complete fluke when one skyrockets or another bombs.

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What if it wasn’t actually a fluke? What if you could get more of your emails to take off and fewer to fizzle? The best way to understand our successes and failures is to take a scientific approach and do side-by-side comparisons. But in many cases, marketers will try a few tried-and-true A/B tests and discover very little. This list from Emailmonday.com provides a huge list of ideas that you can use to think more creatively about your split tests.

Create a Killer Email Call to Action (via @MarketingProfs)

We set up most of our email campaigns in order to get our prospects to do something. Like a brood of sea turtle hatchlings fighting to get to the ocean, each little email has to compete just to get opened.

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It would be a shame to get as far as an open only to have a weak call to action that doesn’t resonate enough to get our prospect to act. 

This article takes a look at what it takes to have calls to action that actually prompt some action.

Emojis and Emails, a Match Made in Heaven (Maybe) (via @CrazyEgg)

We thought we’d have a little fun on this round and emojis for email are fun! At least for some people. You know emojis, right? They’re those little pictures that started out as happy and sad faces, but have evolved into a vast array of little characters, some irreverent, some cute, some just plain odd. People have begun to use emojis entirely in place of alpha characters on social media and when texting.

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This phenomenon has begun to bleed over to email. The question is, should you jump on the bandwagon?

This article takes an honest look at how emojis could, or could not help your emails. On one hand, it seems everyone’s getting comfortable with emojis, but on the other hand, they don’t seem all that professional. Read the article and decide for yourself.

Candid Answers to CAN-SPAM Questions (via @FTC)

Every email marketer talks about spam: we don’t want our email to get caught in spam filters; we don’t want our audiences to think of our mailings as spam. We’ve all had our fair share in our own inboxes, right? It’s some nasty stuff.

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As a sender, you don’t want to be thought of as a spammer. The consequences to your business are endless. First, you get a bad reputation with your leads. Then you get a bad reputation with email service providers (ESP)—in which case, your deliverability tanks and you couldn’t get your message out even if you wanted to. Then, if you’re really bad, you could even get the Feds on your tail…then you’re an outlaw, and you know, it just gets really bad after that.

We thought we’d give you the straight answer on the U.S. Federal CAN-SPAM legislation, which oversees email use, and attempts to stymie the onslaught of spam. These federal rules are also driving the way ESP’s like Gmail, et al, set up their spam rules, so it’s good to understand the legislation. This article gives easy to understand answers to common questions on the legislation.

Bonus No. 1: Since the spam phenomenon is so interesting, and the government has such compelling writing on their web pages, we’re doubling down on the CAN-SPAM Act. It’s a great follow up to the article above: CAN-SPAM Act: A Compliance Guide for Business. It’s always good to be in compliance, right? Would the auditors in the audience please stand up? Give yourselves a hand.

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Bonus No. 2: Just in case you’re really curious about why that odd moniker “spam” got applied to unsolicited emails, this nerdtastic little webpage is right up your alley: Origin of the term "spam." Fun fact: Our own Phoenix, Arizona plays a bit part in the story. (Huzzah?)

Want to explore more ways to improve your email marketing approach? Check out these resources: 

5 Ways You Can Segment Your Data

How to Design a Better Email

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Ben Snedeker joined Infusionsoft in 2015 to do full time that which he loves most: writing the stories that inspire action. He holds a MFA in Creative Writing from Emerson College. In his prior life, he was a freelance writer working days at MIT as a grant manager. After a decade of paper pushing in academia, writing for a fast moving company like Infusionsoft is his dream come true. A perennial tinkerer, when he’s not in the office, he can’t help but tend his bonsai trees, edit other people’s writing, and make sure his kids clear their plates before they leave the table. 

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