You’ve probably read article after article about email marketing best practices, and undoubtedly, they all end by touting the merits of testing and optimizing your email content. Unlike cold calling, you’re working with an audience that has opted into your communications (if you’re following best practices!), so it’s important to send emails that keep them engaged, interested, and most importantly, subscribed to your list. Keep in mind that it’s easier to retain existing customers than bring in new ones, and your emails play an important role in this retention effort.

So okay, you get it — you’re supposed to test your [...]

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Blacklisting. It’s such a scary word, isn’t it? Today’s post is the first in a series of posts that will explain what it means to be blacklisted, how you might end up on a blacklist, how to get off that blacklist, and blacklist prevention. Hopefully, this series will help demystify blacklisting to some degree.

To start off with some background on why blacklisting is necessary, consider this: 90% of all email sent worldwide is considered spam email. If we didn’t have some way of sorting through the legitimate email versus the spam email before it even hit your inbox, you’d never be [...]

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It’s common knowledge that a list of opted-in prospects is the best way to make sure your spam complaints stay low and you get the most out of your email marketing. But how do you handle prospects putting in false information — or worse, abuse@ addresses that can get you blacklisted? This is easy to manage with a process called confirmed opt-in, or COI.

What is confirmed opt-in?

Confirmed opt-in (also known as double opt-in) is a process that verifies that a prospect’s email address is legitimate and that they actually want to receive email from you. A potential prospect submits an [...]

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An oft-repeated phrase I see in my capacity in handling email compliance is “But we’re CAN-SPAM compliant!” as a justification for sending unsolicited emails to prospects. Being CAN-SPAM compliant is merely doing the bare minimum under the law, and simply isn’t enough for the overall email sending community.

Say there’s a law in place that requires people to wear clothes to work. Someone in your office never takes a shower, but still wears clothes to work. They’re doing the bare minimum under the clothes law, but it’s not enough for the overall community to want to work with this person, because [...]

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For B2B marketers, sending an email is so much more complicated than writing a few sentences of copy and hitting the “send” button. For one thing, you’re not often sending to just a single person — instead, you’re attempting to make mass emails seem like 1:1 communications. Not to mention the amount of time you put into your marketing message, image selection, segmentation, and email tracking.

It’s probably an understatement to say that you don’t want your perfectly-crafted email messages to go to waste. The first step to this? Ensuring that your emails make it to their intended destinations: [...]

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The stats speak for themselves: email isn’t going anywhere any time soon.

According to eMarketer, there will be around 236.8 million US email users by 2017. 

In today’s marketing world, it’s easy to get caught up in the latest trends. But if you’re not also taking time to regularly reassess and adjust your email strategy, you could be losing out on significant benefits. So whether you’re just getting started or are an email veteran, use the following resources to double check that your strategy is optimized and ensure that you’re getting the most from your efforts.

First Things First

You can’t build an effective email [...]

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A few months ago, we wrote an article that came to the following conclusion: there’s no silver bullet for subject lines.

Fortunately, there are general rules and guidelines that email marketing companies like Mailchimp and Litmus have identified that can help you increase your open rates. Phrasing subject lines as questions, including a call to action, referencing location — all of these have been shown to positively impact open rates.

We know it can be hard to keep track of all of the dos and don’ts when it comes to your subject lines, especially when you’re worrying about other elements of your [...]

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We’ve all had it happen: we spend hours crafting the perfect email, setting up the template, and sending it out to our audience, only to have it fall flat on its face. Nothing is more frustrating than watching an email full of promise sit in your recipient’s inbox, unopened. What’s even more frustrating, in the case of sales, is when an email is read (and even engaged with), but goes unanswered.

While these responses (or lack thereof) may seem inexplicable, chances are high that it’s a simple mistake that’s keeping your email success out of reach. Take a look [...]

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