This week in the blogosphere we’re talking about the future of deliverability, where non-profits are missing the mark, kickstarting lifecycle marketing with a welcome series, and the ever-growing importance of text in email marketing. Let’s dive in:
- Mark Brownlow has published a fantastic 2-part series on the future of deliverability and authentication, which quotes our very own Director of Deliverability, Chris Wheeler. The key takeaway: “Acceptable response rates in the past (from a profit perspective) may not be sufficient in the future: engagement becomes a goal in its own right, thanks to its impact on customer behavior and deliverability.”
- A recent ReturnPath study showed that non-profits are woefully underutilizing geographic data to segment their subscribers… in fact, only 20% are collecting any demographic data at all. Geographic segmentation is an easy and powerful win for non-profits as they could be including links to local resources, chapters and events, as well as providing contact info for local politicians.
- Sure, you’ve got a standard welcome message, but have you considered developing a welcome series to boost subscriber engagement? Check out Jeanne Jennings’ great post on welcome series, including her case study and testing results.
- What do you think is more important in your emails – the images or the text? Depending on your brand and audience, it could be one or the other. Chad White reveals the “secret language of sales” and the growing influence of text (from preheaders to subject line to body content) on retail email campaigns. With the rise of Twitter and social media sharing and the predominance of automatically disabled images in most email clients, text is more important than ever.
Got other suggestions for how non-profits can segment and target their messages, or do you have an experience to share around welcome series or text in email? Let us know in the comments below!
Julie Waite
Email Marketing Strategist at Bronto
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