There are two ways one of your campaigns can get forwarded. The first is simply that an excited recipient thinks your email is useful, they forward it directly onward. In this case, the entire original email along with the trackable links and embedded ‘beacon’ image that is used to track HTML email opens are forwarded to the recipient in its original form. When the recipient opens the email or clicks a link, this will register as an open or click for the original recipient. When reviewing statistics, what you’ll see is repeated opens (or clicks) registered for the same recipient. Here’s an example from Pinpointe’s reporting: The second way an email can be forwarded is when the email includes an embedded [...]
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9 Tips for Writing Email Subject Lines That Work
Every copywriter and journalist knows the importance of a powerful headline. The same applies for email subject lines, because as much as 40% of a recipient’s decision to open an email is based on the email subject (and sender). Despite that, many still underestimate just how important the email subject line is. So here are some anecdotes, facts, and guidelines that can help you write even better subject lines (and remind you how much you should focus on them.) The 50/50 Rule of Email Subjects According to some of the best copywriters of all time, you should spend …
The Ideal Email Subject Line Length
We ran multiple experiments on subject lines and summarized one particular case study example in our recent webinar: “Use Split Testing to Improve Email Responses (you can download the slides and view the on-demand version). Here are the email subject variations:
10 Best Performing Email Subject Lines
Our customers ask for advice on how to write killer email subjects. We point them to our advice here “Tips for Writing Email Headlines That Work” where we explain the different approaches to an email promotion and describe top strategies for crafting winning email subject lines. This is an excellent starting point and anyone who takes the 20 minutes to read and apply these common sense guidelines will improve results. But ‘guidelines’ – whether for email subjects or any other topic – are meant to be a first step to point you in the right direction. Never underestimate the importance of measuring your campaigns in order to fine tune results. Split testing with a few variations can easily help you [...]
Install an SPF Record to Improve Email Delivery
This entry applies to anyone who will be outsourcing any of their outbound email sending from servers other than their corporate email servers. You are likely an IT person who had landed here because someone from the marketing department said ‘Hey IT dude – we started using an ESP and we want to maximize email delivery’. If you are using an Emails Service Provider (ESP) like Pinpointe, Constant Contact or Exact Target, then this applies. If you are just sending outbound emails from Outlook, then this does not apply. What is “SPF” and what does it do? SPF stands for “Sender Policy Framework”, and helps to control forged e-mail. SPF is not directly about stopping spam – it is about [...]
Which is Better: Person’s Name or Company for Send-From Address?
Our goal as marketers is to develop a ‘relationship’ with our audience. Generally speaking, people respond to people better than they respond to ‘things’ – like your company. Based on our split testing, we’ve found that in most cases, you’ll see better results by using a specific contact person (yourself for example) vs. a general address like ‘support@’ or ‘sales@’, or just using your Company name. Your recipients take only a second or two to decide whether or not to open your email. If they do not recognize your company, they are likely to skip over the email. Also, general addresses are less personal, which reduces open rates. Actual Results Based on analysis of various campaigns across our system we [...]
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