Four Dumb Ways to Deal with Mail Privacy Protection. There has undoubtedly been a lot of hullabaloo around Mail Privacy Protection over the last few weeks. The industry itself has all agreed that people should not panic and that email will continue to thrive and innovate due to this change from Apple. That being said, we at iPost all love a good laugh, so we decided to come up with four dumb ways your brand can deal with MPP going forward. (Please note that we are not condoning or endorsing these practices in any way as this post is meant for entertainment purposes only) So without further ado, buckle up and chuckle: Read Receipts [...]
Does the perfect email program exist? The perfect email program may or may not exist, so, however you define perfection, the below video is worthy of your attention. In it, I discuss/challenge you as email marketers to answer a few questions to see if your program is ahead of the game. Enjoy. https://www.youtube.com/watch?v=ZZmx0YEmFR0
Top Subject Lines In June We love subject lines at iPost. We love writing them. We love testing them, and we love to be surprised when what we think will work doesn’t. As you may know, a well-crafted subject line can enhance the email’s opportunity for subscriber engagement. (please don’t get us started on open rates) While there were so many great emails and subject lines that hit our inboxes in June, we have handpicked what we thought were some of the best. These are in no particular order. Your Si... coupon is here - GoodRx We Won’t Call It a Comeback 😉 - Team Shady Rays Seek Adventure - City Limits Harley-Davidson Welcome [...]
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, [...]
Testing an email is a waste of time. I am sick of the words “test it” in email marketing. For the last 15 years, it seems that you cannot go a week without reading an article about the value of testing in email. Thought leaders, content marketers, vendors, and agencies have all banged the drum of just how testing can work and produce results. Unfortunately, in most cases, marketers haul off and test maybe one or two emails, see little if any change, and move on. Perhaps they get discouraged around how testing is supposed to be set up, or maybe they thought it would be easy and find that it takes patience and [...]
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 Subject Lines In May We love subject lines at iPost. We love writing them. We love testing them, and we love to be surprised when what we think will work doesn’t. As you may know, a well-crafted subject line can enhance the email’s opportunity for subscriber engagement. While there were so many great emails and subject lines that hit our inboxes in May, we have handpicked what we thought were some of the best. These are in no particular order. Intro - ateam 🍔 National Hamburger Day is tomorrow! 🍔 - Signals A Cup of Celebration - The Republic of Tea How to prepare for the summer of ‘revenge travel’ - MDLinx Your [...]
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 [...]
Great Sales Emails Use Alt Text. Period. The issue is alt text and I’m taking a stand. Lack of alt text is a wasted opportunity and I simply do not understand why it happens. Because if you want to send out great sales emails, you will use alt text. Period. Do you see a problem with this email screenshot? This is the screenshot of an email from a big craft store brand, and it lacks alt text, as in it has zero alt text. This email was not an anomaly. I’ve received several emails from this brand and each was as blank as this one. What a missed opportunity, not to mention blatant [...]
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 [...]
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