Tag Archive for: Email marketing

We’re Halfway 2018; Your Email Subject Lines are Subject to Change

Oh, the email subject line! So tiny and minuscule compared to the rest of the message that’s waiting for your intended recipient on their inbox, but still one of the most important things that you cannot get wrong. The subject line is the first thing that your recipient sees and in a way has to be a tool for conversion.

We’ve all been victims of two extremes; it’s either we forget the importance of email subject lines or the paranoia kicks in, and we treat email subject lines almost as if they were landing pages on their own.

The trick is trying to get a mix of both worlds, naturally making subject lines that are convincing enough for people to click them. It doesn’t take so long to do if you really think about it.


Why It’s Important

Believe it or not, according to a study, 47 percent of people decide to open an email due to the email subject line. This means that your click-through rate is also highly dependent on the email subject like that you choose to use.

The email subject line is also the first impression that your intended recipient gets from your message, and in digital marketing, first impressions actually count.

Related: The Only Guide to Email Marketing Analytics You’ll Ever Need


What Should I Do?

There are a few general rules that remain true when it comes to writing out email subject lines and they really make sense for people to follow.

Here’s the first rule: keep it short and simple.

Almost all of us, digital marketers included, scan our inboxes quickly and due to this, we cannot afford to let our emails be left out because we decided to use convoluted language. If you’re informing, make sure the email is summed up by the subject, if it’s a funny anecdote, make sure that people get it in less than ten words. Your aim is to offer the benefit at the onset of the scan through.

Related: 5 Email Opening Tips to Conquer Shorter Attention Spans [VIDEO]

Always be able to provide a preview of what’s inside your email.

This brings about an air of honesty and people like that. It also opens the doors for you to get creative. Instead of a generic ‘thank you’ message for signing up for your services, make sure you give them a preview of what’s to come. What sounds better,

“Thank you for joining the XYZ service” or “Now it’s time for us to start converting”?

Don’t forget to personalize.

We have so many customer relationship management tools and hacks that can make adding a personal touch to your subjects automated. Mention their first name, their position, or their company.

However, there is still the small danger that you might go overboard with this and appear creepy. You want to feel special that you’ve called them out, you don’t want to come off as a stalker.

Action is the aim of the game.

We are all too familiar with CTAs, and that’s exactly what an email subject line is, it’s a call to action that is embedded in the “preview” of the email. Make sure that the even the first words that you use are verbs that are action-oriented. This makes all the difference.

Related: 4 Email Closing Lines That Close Deals (Backed by Concrete Results)

Everyone likes a little fun.

Do you want to spice things up a bit? Put something funny in the subject line.  Now and then we come across an email in our inbox that we can describe as punny and this always helps brighten up someone’s day.

What To Avoid?

There are some words – such as “free” – that can send your email directly to a spam folder on some email servers and thus, hurt your email deliverability rates in the future.  So make sure you avoid using words such as these.

Also, make sure that you do not make any false promises on your subjects. Sometimes we’re tempted to use a little “click-baiting” when it comes to composing our emails, but we can assure you that it will do you more harm than good.

Other general rules are:

  • Don’t use all caps
  • Don’t use too many exclamation marks
  • And, don’t be spammy

Related: Dissecting the World’s First Spam Email: 5 Timeless Lessons We Learned

What Else Can I Do?

You can always follow you your email subject lines with some engaging preview text from the email correspondence itself; this will in turn support whatever cool and catchy email subject line you choose to use.

Remember also to segment your sender lists and use different subjects for the different segments that you have. You can take this up a notch further by making sure that you perform split tests (A/B testing) on a sample of your mailing lists before you send everyone an email using the desired subject line.


So there you have it. Hopefully, by following some of our simple rules, you can improve your click-through rates and of course your conversions. Happy emailing!

Effective Lead Generation Channels to Watch For (In Case You Missed Them)

Digital marketing, or marketing in general, is highly dependent on using different techniques to facilitate the acquisition of leads and their proper conversion into sales.

However, with the advent of new technology, lead generation has become a process that has continued to reinvent itself. In fact, it is so dynamic that sometimes we end up in a haze just trying to keep up with the times.

In this short article, we will be discussing a few of lead generation channels that are worth your valuable time.

Why is Lead Generation Important?

In order for us to properly understand the importance of lead generation, you will have to remember two things:

  1. Lead generation is a measurable factor that can determine the effectiveness of your marketing campaign, and;
  2. It can potentially lead to revenue.

Lead Generation Channels We Should Keep Our Eyes On

Search Engine Optimization

Do you want people to see you? Then, get visible. There are said to be over 200 different ranking factors that help get you on the first page of a search engine and when is the last time you did an SEO audit on your site?

The Internet is powered by search engines and keywords that indicate buyer intent, so what better of getting your name out there and getting people to visit than by being around when they are looking for what you offer.

Related: How to Use SEO To Influence B2B Buyers On Social Media

Email Campaigns

Email campaigns are one of the most powerful tools that we have in our arsenal and their veracity to generate, follow up, and create leads is unbridled. However, what are you doing with your email campaigns lately?

In the last two decades, email marketing has been such a powerful tool that it has not left the holster of any seasoned marketer. It has in fact grown with time and it’s probably time that you forget your preconceived notions of email marketing and read on.

The aim of the game is personalized automation. First of all, everyone is sick of spammy emails that are trying to target anyone and everyone, we all crave a little attention and so do the customers we are targeting. The latest technologies that we have today make personalization easier, couple this with selected mailing lists and you’re almost all set to go.

Non-stop ride for your email marketing strategy, check out this eBook, The Ultimate Lead Generation Kit To Jump start your Business!

However, don’t forget automation. Automation allows for you to send these highly targeted pieces of electronic correspondence to your targets with a click of a button, they automate everything from follow-ups, to even tracking if an email has been opened or not. They also sift through customer behavior and help you create better pieces.

Want to succeed? Step up your email game.

Related: Marketing and Transactional Emails: How to Leverage Both [VIDEO]

Social Media Marketing

Everyone from the person who just served you lunch to your grandma uses social media nowadays, and its prevalence has made lead generation a live game with a pseudo-level playing field for everyone.

There are plenty of ways to target customers and generate leads using social media, and it does not only stop at running targeted ad programs.

The things your company and your product does on social media describes its personality to the internet world and it helps create a brand that is both alive and real. From your rich media content to the advice that you give out, everything works hand in hand in order to develop your social media lead generation campaign.

Related: Leverage Social Media’s Influence to Reach More Targeted Customers

Rich Media and Content Marketing

Create content that captivates and provides information, and disseminate them. This includes infographics, share-worthy posts, informational content, tutorial videos, calculators, spreadsheets, etc.

This signals to the people assimilating your content that you are indeed someone who is of value and a leader in the industry. This will develop trust and pretty soon they will be knocking on your door – or website in this case.

Related: How to write content that gets read and shared


Getting featured on another blog – with a link to your website – is a great way to get some ranking potential (links help you rank) and generate valuable leads. When you get featured on someone else’s blog. It indicates to that person’s followers that you are a person of interest and you have something to show for.

You are essentially being given an entire market to sell your product to. There are a lot of ways you can do this, but whatever you do, do not hard sell to them. Just like content marketing, be a source of information, inspiration, and intelligence and not just jam your product or services onto anyone’s plate.

So there you have it, these lead generation techniques online will save you a lot of time sifting through the myriad of seemingly daunting lead generation tips. They are simple, easy to implement, and downright effective in what they offer.

Remember, lead generation is the aim of the game here. You have to play the game, to win the game.

Symptoms of an Unhealthy Email Marketing List (and How to Clean It)

Believe it or not, your email marketing list might not be as healthy as it can possibly be. In essence, an email list is actually pretty organic because, in an ideal sense, you want your emails to reach real people that can lead to conversion.

You know what we’re talking about. The last time you sent a bulk email campaign, how many were actually opened? How many actually replied to you? And, how many of those emails actually work?

In this short article, we’ll examine how you can run diagnostics on contact list health and see what you can do to improve things like CTR (click-through rates) and how you can get more people to check out your correspondence.

So sit back and relax, today we’ll teach you how to be a contact list doctor.

What is an unhealthy email marketing list?

Simply put, an unhealthy email marketing list is a list of contacts with emails that are invalid or non-responsive. You get nothing when you send them an email, and in fact, it is actually detrimental for you to send invalid contacts emails.

Why should I clean up my list?

Email providers track the number of emails that you send and the quality of emails sent. Meaning that the more your emails “bounce,” the more your provider will think that you’re abusing their systems and be downright “spammy.”

You have an “IP reputation” that you have to maintain, and an email list that isn’t clean will affect your ability to penetrate the inbox of your intended recipient and further knock your chances of converting even lower.

Deliverability is affected by some factors, and they include engagement rates, spam trap hits, content, and your reputation.

As you can see, there is an actual pressing matter at hand with cleaning up your list.

Related: Slaying Your (Mailer) Daemons and Reducing Email Bounces

Steps you can do maximize contact list health

The first thing you can do is to run all the emails that you have through a third-party vendor that can check which of the emails are still valid; this will save your IP reputation from taking a hit if you were to do this yourself and have a list of emails that are invalid.

You have to understand that email addresses can become dormant over time. This is where you can remove hard bounces from your email marketing list.

Once you have cleaned these emails up, it’s time for you to have a personal look at your contact list. Go through each and determine if it’s still in the right list (if you are using multiple targeted campaigns with different lists), which ones you have to contact again to revive, and which ones never respond to your emails.

If you have noticed that a particular email address gets your email and never interacts with or is classified as the classic non-responder, then you should think about removing them.

Another type of cleanup that you have to make sure that you have to do is removing role accounts. Role accounts are easily identifiable because their prefix usually starts with support@, admin@, info@, etc. These roles can change and you have to remember that these emails are used for a purpose.

You need to keep your email marketing list entirely targeted towards real people that have the potential to convert to your offerings.

Don’t forget the test run

There are also instances where some subscribers have stopped interacting with your emails; this is where you should try to send them a “wake-up call”. These can be a series of emails that have been crafted especially for them to engage with you.

If they still do not want to do anything with your emails, drop them on the spot.

Related: Marketing and Transactional Emails: How to Leverage Both [VIDEO]

The double opt-in

Here’s every marketer’s favorite technique, it involves re-engaging with a client by asking them to confirm their email address with you again. This ensures that the person is actually a responder. It is important to get creative at this point and make sure you give them something in return. It doesn’t have to be something of monetary value.

Recheck you content

Times have been changing and content isn’t just your usual press release from the company. Maybe the reason for your poor click-through rate is the content that you are providing. Make sure that your content is always worth looking at. It has to be actionable and should be something engaging.

Remember, even crafting subject lines deserves an article of its own. Get creative with everything that you send your clients.

Related: The Art of Writing Email Copies: How to Make It Stand Out from your Prospects’ Inboxes

At the end of the day

The goal is to maximize deliverability and click-through rates. Make sure your list is clean, your content is great, and you have systems in place to maintain good email hygiene.

The good rule of thumb is a clean up every six months, but if you can do more often, then you really should.

Capture More B2B Sales Leads with Multi-Channel Marketing

Everyone is in the business of growing leads; even the most straightforward marketing campaign is integrated with the lead generation process. When you’re in charge of selling a particular industry, service, or product, then chances are you would have already come across lead generation.

However, in today’s day and age, lead generation has grown into a dynamic process that can be accomplished using different channels and strategies. This article focuses on developing B2B leads with the use of multi-channel marketing, and utilizing all the latest advancements that we have.

Check out how you can improve your lead generation marketing campaign with these tips and latest developments in multi-channel lead generation.

#1 Do Not Forget The Power of Content Marketing

Content marketing is one of the most influential tools that you have at your disposal because let’s face it; nobody likes have a fully-fledged advertisement hitting them square in the face. Content marketing focuses on the added value that you can give a potential customer of your business.

How do you utilize content marketing? Simple really. Your business will be in a particular industry so publish content that is relevant to that industry instead of your product or service itself. This will add more value to what your customers are seeing, and it will make it seem like you are both an authority on particular topics, and that you care about the industry as much as you care about profits.

There are plenty of ways that you can do this, publish infographics, disseminate newsletters, produce relevant share worthy articles on social media, publish white papers or research reports, and even hold webinars.

The possibilities of using content marketing to promote your B2B operations are endless.

Here’s a pro tip: Don’t focus on the current web properties that you currently have. Some companies have been launching micro-sites that give out advice and are said to be useful lead generation mediums in the long run.

Related: Ultimate Guide for Content Marketing

Channel effectiveness during early/later stages of the sales funnel:


Related: How to Write Content that Gets Read and Shared

#2 How Does Your Social Media Presence Look Like?

Do not think of this as your primary venue for developing leads for your B2B business, but rather the casual quasi-formal face that your business shows to the world. Some people will react to how a company functions “casually” on social media.

Using the social media perspective, this is an excellent way for you to show another side of the company, reach potential customers, and keep them engaged.

Do not be afraid to engage with people on your social media networks because other people are watching, too. This is a chance for you to show the other side of the company and push your conversion rate.

Of course, we can never negate the fact that you can also publish adverts on your social media platforms. However, keep them to promotions, nobody likes a lot of advertising.

Channel effectiveness during early/later stages of the sales funnel:


Related: Leverage Social Media’s Influence to Reach More Targeted Customers

#3 We Know Email is Old School, But Are You Using It?

Ask almost any marketer that has led a B2B lead generation campaign and probably the first thing they will tell you about is their proper email marketing campaigns. However, it has now gone beyond getting a list of prospective customers’ emails and hitting bulk send.

We are now in an age where everyone demands things that are custom fit to their needs. That means even emails have to be crafted to specific target audiences within your intended market to maximize its potential.

Systems that link with your customer relationship campaigns are now the norm in any business, and they help create a somewhat automated way of performing lead generation.

It might seem daunting to create a custom campaign for each segment with a customized email, but the software is already there. We’re talking about being able to do A/B tests, change the wordings of emails based on the receiver, track email opens and conversions, and have canned follow up automatically scheduled.

With all this innovation, it would certainly make no sense at all if we weren’t going to utilize the tools that we have today fully.

Automation is critical here, in fact, if you don’t believe us, there are a lot of companies who have doubled and even tripled their revenue with automation. That means more staff-hours saved and cost per sale reduced.

Bonus Tip: Use the email lead generation marketing channel to promote your content marketing campaigns, too, if given a chance!

Channel effectiveness during early/later stages of the sales funnel:


Related: Marketing and Transactional Emails: How to Leverage Both [VIDEO]

So there you have it, three different focuses of a multi-channel marketing plan that anyone can utilize in their B2B lead generation campaign.

We have officially entered the days where we cannot escape from multifaceted strategies in outreach that each serves a unique purpose, and with the rise of data collection and analysis, as well automation methods. There is no knowing where the dynamic world of lead generation can lead us in the future.

The Only Guide to Email Marketing Analytics You’ll Ever Need

When pilots can’t see the ground or horizon, they rely on six instruments to safely fly an aircraft. These instruments show the plane’s motion, orientation, position, and other critical data. Individually, the information they provide doesn’t mean much but, when taken together, they tell the pilot what to do and where to go.

In some ways, running an email campaign is like flying a plane solely by instrument. The only way to know whether your campaign is actually heading in the right direction is to pay attention to the numbers flashing on your dashboard. But like an aircraft’s instrument panel, a typical email marketing analytics console can be a bit tricky to figure out.

Today’s post provides a complete walkthrough of email marketing analytics. This guide breaks down email analytics into its key component metrics and untangles the relationships between the numbers. By the end of this article, you’ll be able to refine your email marketing analytics suite, know what metrics to focus on, understand what each number means, and find out how to turn raw metrics into actionable insights.

Watch Webinar - 5 Time Telemarketing is the Answer

Things You Need

Before getting started with email marketing analytics, you need to have a few things in place to ensure smooth flying. You need to set specific goals, tweak your email marketing process, and choose the right supporting platforms. Here’s a quick pre-flight checklist.

1. Define your email marketing goals clearly

The first step in any marketing activity is to set specific goals. What exactly are you trying to achieve with your campaign? Your answer helps you determine which campaign metrics to prioritize later. Some typical email campaign goals include:

  • Reaching out to new prospects
  • Nurturing leads and opportunities
  • Signing up subscribers
  • Verifying/Updating subscription
  • Building awareness for products, events, brand, etc.
  • Closing deals or generating revenues
  • Responding to triggers or actions

Litmus recommends a 4-step process for defining email marketing goals:

  1. Action (what do you want your recipients to do?)
  2. Audience (who are you sending the emails to?)
  3. Benefit (why should your recipients care?)
  4. Results (how will you measure the success of the campaign?)

Clearly, this entire post revolves around step 4, so we’ll go into more depth about choosing the right metrics in a later section.

Related: 5 Outreach Email Tips Your Recipients Will Love

2. Refine your email process

Having an end-goal simplifies outlining the exact steps involved in the email campaign. You need a well-defined process in order to identify the things to be measured and tracked. Though exact steps vary from one campaign to another, the following components form the bare essentials for any email marketing initiative (as pointed out by SEMrush):

  • Target market segment (email list)
  • Email content/copy and design (email templates)
  • Email delivery schedules (specific times or triggers)
  • Landing or conversion pages
  • Email marketing platform (more on this later)

Successful email marketing campaigns deliver value through relevant messages. That’s practically what the entire process strives to accomplish. Each component’s performance and contribution is gauged using a specific metric (or set of metrics). That’s why it’s important to smooth out the email marketing process.

3. Choose the right email marketing platform

There are tons of factors that go into choosing the right email marketing platform, whether you’re doing your campaign in-house or outsourcing it to a third-party provider. One key consideration to carefully weigh is a platform’s reporting and analytics capabilities. Here’s what to look for:

  • Provides metrics on long-term subscriber activity and list health (not just basic “vanity” metrics)
  • Real-time campaign tracking
  • Easy-to-understand reports and summaries
  • Various levels of granularity (from segments to aggregates)
  • Ability to integrate with other channels’ metrics (e.g., Google Analytics)
  • Availability of cross-section and time-series reports

Your email marketing software should enable quick access to the insights you need. You don’t want to spend hours bent over spreadsheets, doing repetitive computations and data retrieval. In addition, it should also be able to provide metrics that tell you about engagement and conversions, not just the usual opens and clicks.

Related: 15 Best-Kept B2B Email Secrets to Win Prospects’ Hearts

Metrics to Track

Email marketing still ranks as the most data-driven channel in a marketer’s toolkit. From delivery to conversion, each activity is closely tracked, measured, and reported. As a result, the number of different metrics to keep an eye on can get a bit overwhelming. In this section, we’ll take an in-depth look at 10 crucial metrics that should form the core of your email marketing analytics suite.

But first, let’s clear up something that tends to confuse both new and seasoned email marketers alike: the difference between metrics and key performance indicators (KPIs). It’s important to get this straightened out because your usage of these two not-so-interchangeable terms has a huge impact on the way you interpret your analytics.

Jonathan Taylor over at klipfolio points out that the difference between metrics and KPIs goes beyond simple semantics. KPIs are values that show how well you’ve met a given business objective (hence, “P” for “performance”). Metrics, on the other hand, track the status of a specific business process.

In other words, all KPIs are metrics, but not all metrics are KPIs. A metric becomes a KPI if and only if the metric is used to gauge how well or how poorly you’re able to hit a target or goal.

With that out of the way, here’s a list of 10 essential email marketing metrics (arranged in no particular order) you need to thoroughly monitor.

1. Delivery Rate

In email marketing speak, a sent email is “delivered” once it makes it through all the servers, gets past the ISP filters, and reaches a valid recipient’s account without bouncing. The delivery rate is simply the ratio of delivered emails to the number of total emails sent.

In short, delivery rates tell you the percentage of emails sent that got accepted by valid email addresses. It gives you an idea of how successfully you’re able to reach recipients’ email accounts.

Delivery rates, however, don’t indicate how many sent emails actually made it into the recipients’ inbox or how many ended up in the spam folder. That’s why it shouldn’t be your sole measure of deliverability.

Related: Dissecting the World’s First Spam Email: 5 Timeless Lessons We Learned

2. Inbox Placement Rate

Another deliverability metric is inbox placement rate. This is computed by dividing the number of sent emails that actually reached the inbox over the total number of emails sent.

When your email gets “delivered” to a valid address, the mailbox provider decides whether to place your message in the inbox or junk folder. That’s why even if an email is delivered, it doesn’t necessarily mean the recipient gets a chance to see it.

This is why inbox placement rates are a better deliverability metric than delivery rates. Use delivery rate to gauge your email list’s overall health, but refer to inbox placement when figuring out actual deliverability.

Related: How to Make Sure Your Cold Emails Make it to the Inbox

3. Soft and Hard Bounces

A bounce happens when an email can’t be delivered. When a bounce occurs, the recipient’s email server rejects an email. This can be due to a number of reasons, which in turn can be permanent or temporary. As MailChimp explains, bounces are classified as soft or hard, depending on how serious the problem is.

Soft bounces are temporary delivery issues caused by problems such as:

  • The recipient’s inbox is full.
  • The email server is down or offline.
  • The email message is too large.

A hard bounce, on the other hand, means that the email encountered a permanent delivery issue such as:

  • Sending to invalid email addresses
  • Recipients having nonexistent domain names
  • Email servers permanently blocking the sender

Among the two, hard bounces are clearly a more serious problem. Hard bounces indicate list quality issues or poor sender reputation.  If left unaddressed, high bounce rates can lead to lower deliverability.

Related: Slaying Your (Mailer) Daemons and Reducing Email Bounces

4. Open Rate

Email service providers (ESPs) typically compute open rates by taking the number of emails opened and dividing it by the number of emails delivered. While this sounds fairly straightforward, email opens are a little tricky to identify and measure. Usually, ESPs look at two conditions to count email opens (according to CRM provider SuperOffice):

  • Images are displayed in the message (either enabled by recipient or based on settings).
  • The recipient clicks a link in the message.

This makes open rates a somewhat unreliable engagement metric. When an image on an email finishes loading, it’s recorded as opened regardless of whether the recipient actually sees or reads the message. Also, recipients opening your emails more than once can artificially inflate open rates.

That’s why open rates need to be analyzed together with other email metrics, not taken in isolation.

Related: The Pick-up Lines of Email Marketing: How to Increase Open Rates In Just a Few Words

5. Click-through Rate

Click-through rate (CTR) is calculated by dividing the number of clicks over the volume of delivered emails. CTRs indicate how effectively your subject line, copy, design, offer, and call-to-action are able to engage recipients. The DMA estimates that around 70% of marketers use it to measure their campaign’s success.

But, like open rates, CTRs only show you a partial (and sometimes skewed) picture of email engagement. ConversionXL recommends taking the following into account when analyzing CTRs:

  • Difference between total and unique CTRs
  • Emails and links opened on different devices
  • Recipients clicking on links multiple times
  • Firewall checking links for threats
  • Links posted on the Web or on social media

Again, CTRs shouldn’t be examined in a vacuum. CTRs need to be monitored and compared with other engagement metrics.

6. Click-to-Open Rate

CTRs take the ratio of clicks to total emails delivered, regardless of whether the emails were opened or not. That means CTRs look at engagement driven by a ton of factors such as timing, subject lines, from lines, etc. CTRs can’t isolate engagement or activity driven by the email’s content/design.

For that, you’re going to measure click-to-open rates (CTORs). Click-to-open rate is the percentage of clicks relative to the number of opened emails.

To make things a bit more concrete, let’s go over a quick example. Let’s say you send 1,000 emails to 1,000 valid addresses. Let’s assume (for simplicity) that all 1,000 messages got delivered and reached recipients’ inboxes. Suppose that 200 people opened the messages and 50 people clicked on a link on the emails. In this example:

  • The CTR is 50 / 1,000 = 0.05, (or 5%)
  • The CTOR is 50 / 200 = 0.4, (or 40%)

So, which metric is better at measuring engagement? CTR or CTOR? Both CTR and CTOR complement each other. CTR measures an email’s overall performance, while CTOR shows the emails performance in terms of what’s actually in it.

Related: How to Boost Your Email Open and Click-Through Rate

7. Spam Complaint Rate

The spam complaint rate is the percentage of spam complaints relative to the number of delivered emails. Each recipient that marks your email as spam or junk adds to the number of spam complaints. Spam complaint rates indicate negative engagement. The higher this value is, the more unfavorable it is for your campaign.

When the spam complaint rate exceeds some given threshold (usually 0.1%) for some length of time, ISPs tend to look at this as a reason to block your future emails.

To maintain this metric within acceptable levels, make sure to immediately purge your list of contacts who placed spam reports. Also, make sure to send relevant, personalized emails that appeal to your recipients.

Related: Say no to Spam! Ways to Avoid Putting your Email Marketing Campaign to the Dumpsite

8. Unsubscribe Rate

Anti-spam laws and regulations like CAN-SPAM require you to include an unsubscribe option in your emails. The unsubscribe rate is the number of recipients who requested to stop receiving your emails as a percentage of the total delivered emails. In general, you want to keep unsubscribe rates low.

While it can be concerning to find elevated or rising unsubscribe rates, seeing a few unsubscribes from time to time in a campaign is normal. Neil Patel argues that it’s sometimes okay to see spikes in unsubscribes because it’s a way to remove the not-so-engaged contacts from your list and retain those who really matter.

ReturnPath also warns against analyzing this metric by itself, since a decreasing opt-out rate can indicate either better engagement or a lower inbox placement rate.

9. List Churn Rate

Your email list’s rate of churn tells you how fast it’s shrinking in a given time period. List churn refers to the number of records removed due to unsubscribes, hard bounces, and spam reports.

Depending on your email platform or ESP, this metric might not be readily available on standard dashboards and campaign reports. There’s still no universally agreed-upon way to compute list churn rates, but one approach suggested by The 60-Second Marketer is a good starting point:

  1. Choose a time period
  2. Determine how many subscribers you’ve lost
  3. Divide that number by the size of your list

GetResponse estimates that the average email list churn rate is between 25% to 30% each year.

10. Conversion Rate

This is the number of recipients who completed an action (conversions) expressed as a percentage of delivered emails (or some other base number such as total landing page visits). The actions that define a conversion (e.g., filling out a subscription form, downloading an eBook, signing up for a webinar, etc.) depend on the campaign’s goals. This means that your email conversion rate indicates how well you’re actually achieving your objectives.

Conversion rates measure both email engagement and landing page effectiveness. That’s why you need to integrate web analytics into your email platform (step #3 from the previous section). This involves using unique tracking URLs in your emails in order to help you attribute conversions to specific campaigns.

Related: 4 Email Closing Lines That Close Deals (Backed by Concrete Results)

The Takeaway

Metrics tell you a lot about your email campaigns. In fact, they reveal everything you need to know to make informed decisions—that is, if you know where and how to look. The things we’ve covered in this guide should help you navigate your campaign toward its objectives. So, keep these ideas in mind and always remember: if you can’t measure it, you can’t improve it.

8 Ways 2017 Will Shape Your 2018 Email Marketing Campaigns

Email turns 47 next year. Despite countless obituaries declaring the death of email, email remains the most important tool in a B2B marketer’s arsenal. Research after research proves this, and the numbers all suggest a future where emails continue to drive marketing results.

Related: The Power of Email Marketing in 2016 and Beyond [INFOGRAPHIC]

But beneath the headline figures, a handful of trends have emerged in 2017 that hint at the shape of things to come in email marketing. Return Path’s “Email Marketing Performance in 2017” shares some pretty interesting findings that are bound to impact your email campaigns next year.

Let’s dive into the Return Path report and find out how this year’s email marketing trends will influence your email results in 2018. We’ll also consider insights from other 2017 email studies to get a fuller picture of what’s in store for your upcoming campaigns.

#1 Email performance is improving.

According to Return Path’s survey, a full 85% of respondents say email is getting better, with nearly two-thirds claiming the increase as significant. Only around 15% think email performance is getting worse.

Vertical Response points to the top five key drivers of email marketing improvement:

  1. Better personalization and segmentation (more than 80% of marketers now use segmentation)
  2. Interactivity (53% of marketers now include interactive content, such as embedded surveys and quizzes
  3. More compelling copy (creative  typography and branding-focused design)
  4. Increased automation (automation boosts CTRs by as much as 119%)
  5. Deeper integration with email triggers (transactional and nurture emails)

Related: 7 Stats That Prove Email Marketing Is Still The MOST Reliable Channel [INFOGRAPHIC]

#2 Emails keep marketing goals within reach.

More than 90 percent of Return Path’s respondents think their email marketing strategy helps them reach key marketing objectives, while another 60% consider emails as a best-in-class tactic for hitting their targets. That leaves just 1 in 10 decision-makers unable to credit emails in achieving their goals.

According to several marketing research published in 2017, email plays a leading role in the following:

  • 73% of marketers  rank email as the top digital channel for lead generation (Marketingprofs)
  • Email marketing contributes to at least 22% of sales (Adestra)
  • 54% of marketers use emails to improve engagement and nurture leads (Ascend)
  • Email remains the most effective channel for brand awareness, customer acquisition, and customer retention (Skyword)

Related: Curated: 13 Business Goals You Can Achieve Through Email Marketing

#3 Marketers maximize ROI with email, but…

Return Path found that 51% of respondents named increasing ROI as their top email marketing objective. The survey also uncovered that accelerating list growth and increasing conversions were both the top goal for 44% of executives.

While email marketing continues to deliver exceptional ROI, measuring returns on email investment remains a key challenge.

  • Email is the fastest-growing channel for ROI, with 73% of marketers rating the channel’s returns as “excellent” or “good” (Econsultancy and Adestra).
  • The median email marketing ROI is 122%, which is four times than those of other channels (eMarketer).
  • Only a small minority of marketers measure email performance beyond clicks, opens, and conversions (Adestra).

#4 Conversion is king.

According to Return Path, 67% of decision-makers believe conversions are the most useful KPI for measuring email marketing performance. Another 44% of respondents rate ROI as the top metric to keep an eye on, and 41% say it’s CTRs that matter the most.

Here’s how other 2017 studies break down email marketers’ metric usage:

  • CTRs (91%), open rates (80%), conversion rates (62%), bounce rate (41%), delivery rate (37%), and list growth rate (20%) (Adestra).
  • Customer acquisition (53%) and sales attributed to marketing campaigns (43%), (IEEE GlobalSpec).
  • Customer satisfaction (45%), customer retention (39%), leads (34%), upselling/cross-selling (33%) (IEEE GlobalSpec).

Related: 4 Email Closing Lines That Close Deals (Backed by Concrete Results)

#5 Email shortens lengthy sales cycles.

The Return Path study confirms what most marketers know: sales cycles are lengthening. But the more important finding is that emails accelerate the sales process. Around 51% of decision-makers surveyed follow a complex sales cycle with multiple touches before closing a deal. Email improves conversions which, in turn, helps leads move through the sales funnel more quickly.

Related: 5 Actionable Email Marketing Templates you can Use to Follow Up

Earlier in the year, HubSpot ran an article that cited stats showing email’s impact on the sales/prospecting process:

  • On average, reps need to place 18 calls to connect with a prospect.
  • Only 24% of sales emails are opened.
  • 90% of companies use at least two lead enrichment tools to know more about prospects.
  • Emails that contain 1 to 3 questions are 50% more likely to get a reply

#6 Outsourced + In-house = Effective Email Marketing

The formula for an effective email marketing campaign starts with the right combination of outsourced and in-house resources. Eighty-five percent of respondents in the Return Path study outsource all or part of their email marketing, while almost half think a collaboration of in-house resources and third-party expertise produces the best results.

Adestra’s “Email Marketing Census 2017” delves deeper into the responsibilities and activities involved in most organizations’ email campaigns. The report points out the following:

  • 45% of organizations assign email responsibilities to a non-specialist in-house team, while only 8% of companies delegate email responsibilities to an internal individual email specialist.
  • As email marketing platforms improve, companies no longer need internal teams or individuals exclusively handling email activities.
  • 61% of organizations spend at least 2 hours on email content and design, while only 39% of companies devote the same amount of time on strategy.
  • This can mean that companies will benefit from outsourcing content/design in order to focus more on strategy.

#7 Marketers love personalization and social sharing.

When it comes to email tactics, two best practices stand out. As much as 44% of Return Path’s respondents consider message personalization as the most effective email tactic, while another 41% think it’s social sharing.

Here’s what other email marketing studies have uncovered about email best practices:

  • 80% of marketers use personalization, 73% optimize emails for mobile, and 57% clean their lists regularly (Adestra).
  • 51% of marketers think list segmentation is the best tactic for lead nurturing (Ascend2).
  • Emails that contain social sharing buttons have 2.5 times higher CTRs (Nonprofit Hub).
  • Only 22% of marketers who use personalization describe their tactics as advanced (Adestra).

Related: The 5 Parts of the Best Lead Converting Email [INFOGRAPHIC]

#8 Nothing good ever comes easily.

Another key finding from the Return Path study is that the most effective email marketing tactics also tend to be the most difficult to carry out. When asked to name the most challenging email practice, 41% of respondents cite list segmentation, 38% name testing and optimization, and 35% answer personalization.

The survey participants also point to three tactics whose effectiveness outweighs the difficulties of implementation. These are message personalization, social sharing, and CTA optimization.

Adestra reports the following obstacles to email marketing performance:

  • 26% of companies say not having enough budget makes it difficult to optimize emails for different devices.
  • Other barriers to optimization include lack of company understanding (9%), difficulty measuring ROI (8%), and a lack of expertise (8%).
  • 50% of organizations blame poor data integration for personalization difficulties, while others point to inadequate technology (32%) and skills gaps (16%).

Related: Your Email New Year’s Resolution: Sound Positive

The Takeaway

The biggest lesson to glean from Return Path’s findings (and other 2017 email marketing studies) is that email continues to bring both opportunities and challenges.  Each year, email keeps getting better and better at driving results. But email marketing also becomes marginally harder to manage year after year.

We’ve seen that the most effective tactics are also the most difficult to carry out. That’s on top of hard-to-resolve deliverability issues, increased inbox overcrowding, and changing audience preferences.

There’s simply no magic formula for email marketing success. What we’ve learned from all the research done into email marketing this year is to test and iterate. That’s what every email marketer’s mindset should be for 2018 and beyond.

5 Actionable Email Marketing Templates you can Use to Follow Up [GUEST POST]

Email Marketing. The friendly tool for all who know how to use it. Whether you are a marketer, business owner, or just a professional, chances are:  you use email quite often in your work. Email marketing has consistently proven itself to be the most effective marketing tool around; and we’re talking about a huge list of tools.

That being said, the next question is: how can you make email marketing work for you? Rule no. 1: Always have handy templates around.

In your line of work, there are many times where you are bound to come across certain standard settings, where almost the same thing occurs over and over again.

For example:

  • Meeting someone at a networking event
  • Cold emailing someone on LinkedIn
  • When someone subscribes
  • Pitching for a guest-blogging opportunity
  • Approaching someone for a potential collaboration

For these types of events most common to every marketer and business owner, having to retype every time you face these scenarios can be hand numbing, to say the least. Therefore, to save you the trouble of having to keep retyping everything, you can now just bookmark this page and come back to it every time you need an email template.

Let’s begin.

Email Template #1: Meeting someone at a networking Event

Scenario:  You meet a prospect for the first time, and you just got his/her business card.  You shake hands after the event, promising each other that you will keep in touch. It’s best in this case to be the first one to act.

When you get the business card, make sure to put a mental note or write down the topic that you talked about. It will help your prospect to remember you later on.

Email Template:

Title: {Topic} at {insert place of networking event}

Hi  {insert first name},

It was such a pleasure meeting you at {insert place of networking event}.

I enjoyed myself tremendously talking to you about {insert topic of }! I’ve made sure to take note of it  from now on, and send you any insights if I find them.

By the way, I wonder if you have ever considered using {name of product or service} for your {business function} efforts?

If so, I would love to hear your take on it.

P.S. I’m free next {insert day} at {insert time}. I’ll be dropping by somewhere near your office. Let’s meet?


Email Template #2: Cold emailing someone on LinkedIn

LinkedIn is already the dominant player in the professional arena.

LinkedIn can be a great place to market your products and services, spanning 450 million members (including the random Nigerian princes and dubious people with random business proposals here and there).

You might already know that LinkedIn has this great feature called InMail, which basically allows you to send emails to people you are not connected to. In this post, I shall show a template that I use myself to approach people to read my blog. Here’s the template.

Email Template:

Title: How To Avoid Becoming the 90% of failed businesses.

Dear {insert first name},

Hope everything is going well.

I wonder if you might be interested in keeping away from failure in your startup?

275 million startups fail every year, and I was a part of it 5 times.

That’s why I’ve dedicated Mentored Growth to you.

It’s a blog with no B/S, actionable advice for you to not screw up in your business. It’s also a community of startups that I hope to build to help one another with their dream.

I’m asking around for some feedback now, and I would appreciate if you could spare me 5 minutes of your time to tell me what you think.


John Chen

Email Template #3: When someone subscribes

While an increase in subscriber count is every marketer’s dream, the problem often lies in keeping them there.

To do this, make sure you build a solid relationship from day one and show your subscribers why you deserve the sub and why they should stay. Make sure you deliver the content that interest them and will be useful to their business.

Email Template:

Title:  Welcome onboard {insert Site Name}!

Dear {insert first name},

Thank you for subscribing to the Mentored Growth community!

I’m excited that you are with me to grow this hub of entrepreneurs and startups, where we aim to help give no B/S,  actionable advice, to get one another away from the 90% of startup failure!

Everyone counts, and that includes you.

To show you my gratitude for joining Mentored Growth, I have included 2 FREE guidebooks to help you get started building your business right.

Our blog gets updated every Wednesday, so do keep an eye out for it!

Lastly, thank you once again for joining the Mentored Growth community!

Email Template #4: Pitching for a guest-blogging opportunity

If you are a business owner or marketer, then you will know the importance of guest blogging, and the positive impact it has on your site. Indeed, guest blogging remains as one of the most important elements of Google’s algorithm when they are trying to determine PageRank, and this trend seems unlikely to continue, in my opinion.

Email Template:

Title: Guest Blogging Opportunity For [insert blog name]

Dear [insert name of blog author],

I was browsing on the Internet about the topic of {insert name of topic}, when I chanced upon {author’s} post.

That got me thinking: I would love to be your next guest author.

I took the initiative to search for your most popular topics on Buzzsumo, and I have identified the following topics that you might be interested in having on your blog:

  • Topic 1
  • Topic 2
  • Topic 3

Do let me know what you think of these topics, and if you would like to feature any of them on your site.

if you need any adjustments or any tweaking, don’t hesitate to let me know!

I look forward to hearing from you.



Email Template #5: Approaching someone for a potential collaboration

Finally, if you are a marketer or a business owner, chances are you will always find potential partners at events to collaborate on for marketing events, or co-launches, and so on. The following email template gives you a nifty edge to convince your prospect why they should collaborate with you.

Email Template:

Title: Potential Opportunity: {your business name} X {prospect’s business name}

Dear {insert first name},

I would like to just start off by saying how much I enjoyed our conversation the other day at {insert place}.

Our exchange got me thinking about your business and mine, and the potential that we can both bring to the table.

I might be wrong, but what are your thoughts on a potential collaboration of {insert your business name} and {insert prospect’s business name}?

Here are a few quick ideas that I can think of where we can both contribute to this partnership.

  • Point number 1
  • Point number 2
  • Point number 3

I think the potential for something great to happen is really there, now that I’ve put it down in email!

What do you think about this? Let me know!


John Chen


The most important thing in business is time. But if you want to make an impact in your business, then you have to have a few nifty email templates on your side at all times, so that you can maintain the quality of your conversations, but not sacrifice too much time.

  • After all, time is money, isn’t it?
  • What other email templates can you think of?
  • What scenarios often require you to send emails?

Let me know in the comments section below, and I will answer your questions.

Watch our latest video on Email Marketing and increase your email open rates:

Email Marketing Series: How to Make Emails your Impossible to Ignore [Video]

How to Improve Your Business Emails [GUEST POST]

Email correspondence is one of the main forms of communication with colleagues and clients. Unlimited possibilities of technological progress make it possible to instantly send and receive business messages from anywhere, including social networks, both widely known and narrowly focused like here.

If you conduct business correspondence via one of the instant messengers or social networks, you may deviate from some rules. But this does not give the right to ignore the cornerstones of email etiquette, as sometimes familiarity and written mistakes lead to disastrous consequences, up to the noncooperation.

In the paper, I’m going to share with you a few tips on how to improve your business email communication.

#1 Write a Relevant, Informative and Concise Subject

Before you start writing a business letter, determine the main idea that you will convey to the recipient. Think about the subject line. Include keywords – words by which the letter can be found easily – to the subject line.

The subject should be clear and relevant as it’s the first thing the recipient pays attention to. Within a few seconds, he/she decides on whether it’s worth to continue reading.

At least, you have to stick to the next three following principles:

  • Relevance.
  • Informativeness.
  • Pithiness.

Also, you should have a clear understanding of the features of the recipient, namely his social status, position within the structure of the company, etc.

#2 Brevity is the Soul of Wit

In my opinion, one of the key factors of successful business dialogue via email is the ease of perception of information provided within the letter. Therefore, try to exclude words that do not convey the meaning of the letter. Even if you need to describe the situation in detail, re-read each sentence and edit the piece to make it as simple as possible. Keep it simple, stupid☺.

Don’t overuse exclamation marks. A single exclamation mark is enough to express emotions and mood.  This also applies to emoticons and abbreviations. Joking aside if you write to a person for the first time! Besides, what’s funny to you isn’t always funny to others.

Today, people have very little time and a lot of possibilities how to use it. Therefore, most recipients have just about a few seconds to navigate through the letter and decide if it’s worth their further time. If a reader sees a letter with a large amount of text, it’s a great chance he will close it or postpone until better times.

Please write on the merits.

Related: Subject Lines that Gets Event Emails Deleted

#3 Be Tactful

If the email requires a response, end the question with a question mark. If the answer is required urgently, hint about it carefully. Don’t force the recipient to answer, thereby putting him under the pressure.

As for the tone of the email, choose it in accordance with the frequency of communication with a recipient or a corporate culture of a particular company.

#4 Prioritize the Letter

Well, begin every first email of the day with a greeting. Personal treating is a must; let the recipient feels you’re really interested in his person rather than just sending template emails. Personal treatment is far beyond the politeness.

If you address the message to an organization or a few recipients, use a treatment like “Colleagues” or “Gentlemen.” In an official letter, feel free to follow the greeting with an exclamation mark.

#5 End the Letter with Signature and Contacts

If you want to be treated as a professional, be sure to end emails with your personal signature and contact information. The signature’s reasonable length is up to 6 lines (name, title, company name, phone number, email, and website addresses).

Related: The Power of Email Marketing in 2016 and Beyond [INFOGRAPHIC]

#6 Delayed Response is Better than no Response

Ideally, you should reply to emails right after you get them. If you have no time to answer immediately, show your good manners by notifying the recipient that you have just received the letter and will respond soon.

#7 End the Dialogue Only if You Started it

One of the cornerstones of business emailing is that the right to end the conversation belongs to the one who started it. Polite farewell or words of gratitude are the best ways to make pleasant post-impression.

Related: 5 Parts of a Best Lead Converting Email [INFOGRAPHIC]

#8 Don’t Send Emails on Weekends

Well, there’s not a bad tone but rather the decline in the efficiency of emailing. Imagine you’ve been waiting for a vacation during the whole week and, finally, you’ve got it. Will you have the motivation to answer incoming correspondence? Obviously, you won’t.

Thus, don’t expect your email to be read on weekends. The second half of Friday is a bad time as well. Of course, if it’s not something urgent.

Undoubtedly, people are trying to minimize and standardize the conversation. This contributes to the growing number of communications and devices that help us respond quickly and stay in touch without looking up from other daily routines. Well, that’s quite efficient, although it has some disadvantages like grammar and spelling mistakes.

In the end, if you are not sure about your email, take the time and read it once more.

The Power of Email Marketing in 2016 and Beyond [INFOGRAPHIC]

In the face of social media, mobile devices, and hundreds of other technological ventures, it’s easy to assume that email has become a thing of the past. This couldn’t be further from the truth. Email marketing is alive and well in 2016 and it’s showing no signs of slowing down.

Why should your business use email marketing to reach its goals? Today I’ll show you some exciting statistics, followed by an infographic that will help you solidify an email campaign for maximum success.

What Email Marketing Can Do For Your Business

While social media offers real-time engagement, emails offer a more personalized channel to reach a targeted audience. Email marketing goes far beyond lead generation and instead, helps drive people to your product or service based on their familiarity with your business and your brand.

Here are some intriguing statistics that will get your and your employees excited about an email campaign:

When your business is starting a blog to bring in more leads and customers, an email signup should be at the top of your list. You can start sending messages to the right people who have a vested interest in your brand.

Check out the infographic below for all the tips you need to formulate your next email marketing campaign. Let us know how it goes in the comments!

7 Stats That Prove Email Marketing Is Still The MOST Reliable Channel [INFOGRAPHIC]

In your B2B marketing campaigns, what lead generation channel do you use?

Everyone says that ‘Content is King’, while others say social media is where true power lies. Traditional marketers still bank on cold calling and appointment settings.

But here are the reasons why EMAIL MARKETING should be your bread and butter:

7 Stats That Proves Email Marketing Is Still The MOST Reliable Channel [INFOGRAPHIC]

Infographic Transcript:

  • Email marketing has an ROI of 4,300% (Source: Direct Marketing Association)
  • Revenue from email has increased by 28% from 2013-2014 (Source: Email Marketing Industry Census 2014)
  • 60% of marketers believe email marketing produces positive ROI (Source: Marketing Sherpa)

You might want to check out! Introducing: The Ultimate Lead Generation Kit To Jump start your Business!

  • 40% of qualified leads discover sites via email (Source: Marketing Land)
  • 64% of decision-makers read emails via mobile devices (Source: SalesForce)
  • Adding social sharing buttons to email messages an increase click-through rates by more than 150% (Source: SocialTimes)
  • 56% of businesses plan to increase their email marketing efforts this year (Source: CustomerMinds)

The Spam Dilemma: How to avoid your Emails being tagged as Junk

Email marketing  has been dealing with the spam problem since the beginning of email marketing itself. It’s a hard enough task to deal with, considering that emailing has seen its decline especially in B2C marketing. Although it is pretty much still alive in B2B, you have to make sure your emails go through.

It has the potential to be disastrous to the entire strategy. The moment your email host has been marked as a spammer, your open rates and deliverability will drop and your account may even be suspended.

The notion that spam filters cannot be tricked is not entirely true, though.

Spam filters work by scanning the email based on content and choice of words. The system in which it operates is actually defined lucidly, therefore giving us the chance to modify our email formats to avoid being convict of spamming. You may have drafted a very professional template for marketing but if you miss out on an important identifier, your email will still be spam.

Consider these pointers:

  • Subject line. Almost everyone who has used email would know what a spam subject line looks like. Avoid punctuation marks (especially exclamation points), don’t write them in all caps, and don’t use spam-ish terms such as “free” or “download”. Don’t substitute numbers or characters for letters, too.
  • Main Content. The body of the email obviously must also be spam-free. See if you can always include a plain-text alternative, which will usually be matched up to your HTML content. Plain-text emails are not typical for spam structures, so if only a small portion of your HTML message is included in your plain-text message, most likely your email will be flagged.

And while you’re at it, make sure your HTML codes are solid. Otherwise lousy codes attract filters.

Colors can also affect tagging, so keep your color extravaganza on a low, especially with attaching too many images (one-image formats also trigger filters, so be somewhere in the middle). Keep the ratio of text to images under control, and make sure your overall formatting adopts the formal letter style in general.

  • Key: Make it a 2-way convo. As soon as the recipient responds to the email, the spam filter criteria are practically voided, because the email now becomes a conversation. To make this happen, give the other person a reason to reply. Ask relevant questions about their business. Present an idea and ask for feedback. Once the exchange has been established, you will have made a “name” for yourself in your prospect’s email and will never be tagged as spam again.

Recognizing the Assets and Disservices of Email Marketing

Email Marketing is the door-to-door sales of cyberspace.  And just like its counterpart in the real world (Forbes says door-to-door sales is dead), Email Marketing also has had its share of decline recently, or so they say. One thing that’s true, though, is that the basic functions of email have evolved in the last decade, swimming through waves of new technologies and trends.

These modern developments paved the way for strict competition for email marketing, especially with the explosion that is the social media. Some companies jump in the bandwagon and resort to Facebook, Twitter and several blog sites to uplift their marketing campaigns, while some remain faithful to good ‘ole email.

Before deciding whether to jump ship or not, it wouldn’t hurt to understand the advantages and disadvantages of email marketing.


Ready…aim…click!Probably the greatest strength of email marketing is its efficiency. With a pre-structured content ready to be deployed, all that’s needed is a lot of email addresses, and that’s that. In some cases the company doesn’t even have to anything; once potential prospects are subscribed, they can opt to automatically receive updates. Companies can do away with the hassle of sending traditional mail, or hiring people to do cold-calling.

Money saved is money earnedSending emails is free. Traditional mail necessitates more cost (paper, printing, manpower, mail service, etc). Ads on newspapers, social media sites require payment. Even having people to “like” or “retweet” a marketing post would oblige you to shell out an amount.

Easy monitoring and researchEmail Marketing provides a means of tracking the emails being sent and as well as the responsiveness of the targets. A daily or weekly report could easily be generated to show quantity as well as quality by assessing the response behavior patterns.  This makes it easy for companies to gauge their success and make improvements for future campaigns.

Personal, professional, creative touches –Depending on the target market, one can put a little dose of personality or stick to appropriate standards when communicating with potential clients. Emails are not limited to text – most companies go as far as sending videos, attaching presentations and footnoting links to other resources.


Spam – Email marketing once reached its peak popularity which in turn gave birth to what is called “spam”. Email services providers suddenly started integrating spam filters onto their systems and while it works for the most part, some emails still do get through. The problem is, some filters are extra-sensitive that they flag anything suspicious as spam, which obviously became an added burden for marketers.

Email address disclosure – As a by-product of the “spam” problem, business owners and executives became reluctant in giving out their email addresses (or sometimes they do give out one, but of the company’s official mailing address). Obviously, email marketing is pointless without an email address inventory.

Technical issues– Exploiting a technology-based marketing strategy is bound to have technology-based problems. These can be from failing email servers to ill-rendered emails and even dealing with recipients who require a certain degree of email know-how.

Companies that are on the fence with using this approach must first weigh things based on resources, urgency, and higher success rates. Email marketing may not be for everyone – but there are those who are still able to pull it off even when it’s been pronounced dead. And it’s very much alive.