Creative Landmines - Unnecessary Links "MORE LINKS! MORE LINKS! MORE LINKS!" Before you put any more links in your email, ask yourself these questions: How many evergreen links are in your email creative right now? How many of those links are clicked on and provide value to the subscriber? How many of those links have been in there for years and never been addressed? Have you even tested these links to ensure that they go to where they are supposed to go? A TRUE STORY A few years back, I worked with a client who had a series of links scattered throughout their email. Some of these links were to social media channels, [...]
Thank you Apple, we L.O.V.E. it! Apple delivered the email marketing community a gift at the WWDC this past week, and we at iPost cannot be more excited. In case you haven’t heard, Apple will be releasing “Mail Privacy Protection” later this year with iOS15, iPadOS15, watchOS8, and macOS Monterey. Here is what we know so far about Mail Privacy Protection: IP addresses will be blocked. The opening times of emails will now no longer be accurate at all Email opens will be completely inaccurate - All emails will be marked as open whether a person reads them or not. Tracking Pixels (or “spy pixels”) will be opened by default All remote images will [...]
Email delivery and deliverability mean different things. Email delivery and email deliverability are two entirely different things when it comes to running a program. Unfortunately, they are often used interchangeably, and it causes some confusion amongst non-email people around your organization. Email Delivery Delivery simply means that the email you just sent was accepted by your recipient’s server and did not bounce. It doesn’t mean that the email was delivered to the inbox or a folder; it simply means that it wasn’t rejected. Email delivery rate is NOT a metric you want to use to gauge the success of your campaign or your program. Therefore, the email delivery rate is directional and should only [...]
Top Email Subject Lines May 2021 We love good email subject lines at iPost. We love writing email subject lines. We love testing them. We love to be surprised when what we think will work doesn’t. We also love when an email we didn't expect to take off gets incredible email open rates. As you may know, a well-crafted eye catching subject line can enhance the email’s opportunity for subscriber engagement when you send an email. While there were so many great emails and great subject lines that hit our personal email inboxes in May 2021, we have handpicked what we thought were some of the best email based subject lines. These are in [...]
iPost Announces eValuate, a Free Assessment for Email Marketers SAN MATEO, CALIF., May 06, 2021 iPost, an enterprise email marketing and automation provider, has announced eValuate, a free assessment of two critical email marketing components: subscribers and creative. With eValuate, iPost experts with an average of 15 years of industry experience conduct both a subscriber analysis and a creative review. The Subscriber Analysis analyzes up to 1,000,000 email contacts to determine the health of that database. The iPost team looks for invalids, spam traps, and bogus and disposable email addresses. The team then provides optimization recommendations based on that information. The Creative Analysis looks at one piece of email creative and makes recommendations for optimizing the creative while [...]
Chapter 2: Don't treat members/non-members the same way in email. Welcome to Chapter 2 of the new series at iPost called "Don't do this, do that," where some of the best minds in email marketing will use dozens of years of both client, agency, and ESP experience to guide you the email marketer with pragmatic advice. This chapter is strictly for Associations where members and non-members are your audiences. Chapter 2: Don't treat members/non-members the same way in email. MEMBERSHIP MEANS SOMETHING It is no secret that associations thrive on member growth, engagement, and involvement. Consequently, the decision to become a member is often a strong belief that the Association will provide professional and [...]
Emails From The Client Side - Part 1: Engagement Levels My engagement has peaked. Over the last 12 months, email marketing has become even more critical for many organizations, and the numbers show it. Email marketing volume is at an all-time high, and ESP's like iPost help lead the way with our clients and prospects in optimizing complex programs. As we continue to grow, we are constantly fielding questions around our solution and its ability to perform strategically no matter what vertical they are in. One common theme from our clients is around "engagement." A recent email from the client-side asked us this: My engagement levels have peaked in many of my programs, and [...]
Purging Your Subscribers Check your marketing ego at the door, people, because at some point in your email career, you will be faced with the decision to purge subscribers from your program. Purging means that you take a pre-defined segment of subscribers and remove them from your sendable database. Here, the operative term is "pre-defined," which means that you need to agree on what parameters make up the need to kick the subscribers to the curb. DEFINING THE SEGMENT Let's be clear; there is no definitive definition or best practice that makes up how you should determine who on your list should be purged. It can be one or a combination of the following: Email [...]
iPost Joins American Society of Association Executives (ASAE) SAN MATEO, CALIF., April 06, 2021 iPost, an enterprise email marketing and automation provider, has joined the American Society of Association Executives (ASAE). ASAE is a membership organization of more than 48,000 association executives and industry partners representing 7,400 organizations. Their members lead, manage, and work in or partner with organizations in more than a dozen association management disciplines, from executive management to finance to technology. “We joined the ASAE because an association’s email needs are similar to those of franchises, an industry iPost serves particularly well,” says Andrew Kordek, VP of Customer Engagement at iPost. “Most larger associations have multiple locations, like state or county chapters, so the iPost capabilities [...]
DMARC What is it and why you should care WHAT IS IT? DMARC (Domain-based Message Authentication Reporting and Conformance) is an email validation system designed to protect your organization's email domain from spoofing and phishing scams. It uses your existing email authentication protocols such as SPF (Sender Policy Framework) and DKIM (Domain Keys Identified Mail) to determine your email message's authenticity. It adds an essential piece of functionality of reports back to the domain owner, who can then decide who is sending email on their behalf. In a nutshell, DMARC adds a level of certainty on whether an email is legit and that it has originated from your domain and essentially acts like a security [...]
Chapter 1: Don't obsess over benchmark studies, but do obsess over making your benchmarks. Welcome to a new series at iPost called "Don't do this, do that.", where some of the best minds in email marketing will use dozens of years of both client, agency, and ESP experience to guide you the email marketer with pragmatic advice. Chapter 1: It seems like you cannot go a quarter without hearing from a variety of vendors around their benchmark studies for email engagement. Typically, these studies are used as lead generation for their sales teams because we as marketers are obsessed with numbers and, more importantly, are curious as to how we compare to others. The enormous [...]
The Hidden Costs of Switching Email Service Providers If you’re switching email service providers, one of the questions that’s likely top of mind is, what will it cost to move from one ESP to another? Although there are steps you can take to make the ESP migration easier, you still might not understand the real costs. Based on anecdotal evidence from watching—and helping—clients switch email service providers, both before and during their engagements with iPost, I’ve pulled together some hidden costs to consider to help you understand those real costs associated with switching ESPs. Please note: This is not a breakdown of the costs of switching email service providers, nor a guide to figuring out [...]
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