Inbox overload? Increasing email volumes? Here’s the truth.

Users complain about inbox overload. Email marketing evangelists on the other hand pride themselves with new record heights every year. So advertisers are to “blame”, aren’t they? Well, not so fast. Continue reading

How PayPal (really) hit the email oops gallery

Digital direct marketing is fast-paced. Thus, things can easily go wrong. We have seen the New York Times sending emails to 8 million subscribers instead of 300. We have also seen Mini stuffing people’s inboxes with hundreds of newsletters by mistake.

And speaking of such severe failures – here is what PayPal sent to many (or even all?) of its 20 million German accounts lately… Continue reading

Gmail’s new inbox: Email marketing myth busting

Many email marketing bloggers commented on Gmail’s new inbox last week. I have been able to use it since day two after its announcement in both of my accounts. (In fact, I already used it before; the new inbox is a revamp of a labs feature called Smartlabels that I blogged about two years ago.) Since mailers speculate on what the Gmail future golds for them, here is some myth busting – with regards to what my Gmail-inboxes in Germany look like today: Continue reading

Simplest scientific split test calculator for email senders [Tool]

splittestcalcImagine that before your next newsletter goes out, you want to know which one of your two call to action ideas attracts more clicks: “Buy now!” (a) or “See more!” (b). Therefore, you conduct a split a/b pretest. One hour later, the results are in. Within your control group (a), 100 of 1.000 recipients clicked a link. The test group (b) reveals a 15% unique click rate – i.e. even 150 recipients clicked…

Question: Can call to action (b) really attribute for +50 clickers, or was the difference in click rates between (a) and (b) due to chance?
And what, if we compared a 10% to a 11% unique click rate? Or if we’d check 200 versus 220 unique opens? Or 10 vs. 20 unsubscribes? Continue reading

Leaks in your email response mechanics? Better check.

Why is it that only 84% of marketing emails make it into the recipients’ inboxes? And why do only 20% hit an email open? Many leaks lurk on each stage of the response mechanics. Those stages are: 1. Delivery, 2. open, 3. click, and 4. conversion. Can we plug the holes, so that our customer relationships flourish? Continue reading

What’s your best email frequency? Here’s the math

Some weeks ago, I asked my subscribers: What does sending more emails mean to you – more revenue or less subscriber lifetime value? The answers have been 50/50. And surely, there is a lot of evangelism on both sides. Some literally praise to send more for years. Others raise their subscribers permission shields and warn that such attitude in the market might kill email in the long run. All in all, both don’t help marketers that much in finding their optimum email freq, do they?

Yesterday, I stumbled across an article from John Foreman, data scientist at MailChimp. He showed how to determine the best emailing frequency in an objective manner. I liked that. So here is what he found – plus a little add-on: Continue reading

“250 Email Experts on Twitter” gleanings

I thought I’d share some more material with you with regards to the 250 Email Experts on Twitter blog. This material is more or less a byproduct that fell off while extracting the email influencers. That means the numbers are quick & dirty – mainly because the geo data append lead to inaccurate results. Yet, they are still good enough to end our working week: Let’s have a look. Continue reading

Meet the top 250 Email Experts on Twitter [Infographic+List] – are you connected?

Twitter is growing. Although I myself haven’t posted very much, I do check tweets regularly. If you follow the right people, Twitter is a great way to be the first to know about important news & updates in email marketing.

But who are the right ones? I’m not sure if I know them all. But the machine knows – by doing some nifty calculations. Thus, it’s time to look closer at all the email experts: “Who’s hot, and who’s not?” ;-)

Here is what I found: Continue reading

Golden newsletter rule: First things first!

I had a look at my newsletter results lately. For example, I wondered how link position (top vs. bottom) affects click rates for certain links. Do people only click on what they can see directly in the preview pane, or do they also scroll down to the bottom to find more juice? A heat map sheds some light on this.

First, here’s the info-graphical representation of what I found: Continue reading

Every marketing email must answer four questions instantly


… if any of these questions remains unanswered, or if the tought sequence is ansticipated wrongly, recipients could break off their silent dialog with the sender at once. It’s also important that they can find answers immdediately during the orientation phase. It usually lasts no longer than three to five seconds according to neuroscience. That’s just as much as a single breath of air, so there is little time to convince. A good friendly name, subject line, pre-header, and preview pane area can make the difference.

I suggest you to perform a quick FiveSecondTest.com. (I love this service.) You will see, how difficult it really is, to provide the answers:
>>Do the 5-second-test <<