Andy Sernovitz | Damn, I Wish I’d Thought of That!

#2.17: The “Prodigal Readers” Issue Most lists are filled with old/dead email addresses. Jumpstart results by reactivating your readers. 1> Danger of Dead Emails 2> Purge Dead Weight 3> Reactivate Readers 1> Danger of Dead Emails Dead emails don’t just bounce — they hurt your entire email marketing campaign. Bad or inactive addresses artificially lower […]

#2.16: The “Multiple Newsletters” Issue Offer more than one newsletter, for better list segmentation, and to prevent opt outs. 1> Unsubscribe Insurance 2> More Subscriptions? Check! 3> Self-Segmentation 1> Unsubscribe Insurance Everyone will eventually unsubscribe from a newsletter- give yourself a little insurance by getting them on more than one list. The last thing you […]

#2.15: The “Bait” Issue Freebies, incentives, and prizes, are the easiest way to attract new subscribers. 1> Lure Subscribers with Freebies 2> Hook Then With the Form 3> Boring Bait is Better 1> Lure Subscribers with Freebies Ads that say “subscribe to our newsletter,” do OK. Ads for free stuff, do better. Get people to […]

#2.14: The “Fantastic Feedback” Issue Feedback is a great tool for marketers. It can be used as a problem detector or a positive reinforcement. 1> Ask and You Shall Receive 2> Never Say Never 3> Remove the Rules 1> Ask and You Shall Receive If you are looking for feedback (and every email should), ask […]

#2.13: The “Placement Matters” Issue Where you put stories in your newsletter makes a big difference in readership. Rearrange for results. 1> Last Link 2> Tweak the Template 3> Real-Time Rearranging 1> Last Link Having problems getting people to read your entire message? Mention the last story, of the newsletter, in the email subject line. […]

#2.12: The “Increasing Clicks” Issue Advertisers want to know your click-rate. Are you gonna be embarrassed when you tell them? 1> Monitor and Purge 2> Consolidate and Conquer 3> Make it Look Live 1> Monitor and Purge A huge list filled with unresponsive readers is worthless. Track the readers that have opened and responded to […]

#2.11: The “Design Flaw” Issue Great content only goes so far. Don’t wreck a solid newsletter by making elementary design mistakes. 1> Obscured Background 2> Off-the-Page Printing 3> Over-the-Top Advertising 1> Obscured Background Something as simple as a colored background can be a design faux pas. A colored background makes it impossible for readers to […]

#2.10: The “Recognition” Issue You get one second before your emails are deleted — unless the reader recognizes it as yours. 1> Connect It to Your Brand 2> Stay Consistent 3> Keep It in the Family 1> Connect It to Your Brand Your emails should be similar in look and style to your website. If […]

#2.09: The “Increase Web Site Visits” Issue Once you’ve got avid readers for your email newsletters, your next step is to get them to visit your web site. 1> Everybody Loves Freebies 2> Leave Them Hanging 3> Mirror Your Menus 1> Everybody Loves Freebies Free downloads are irresistible. Try linking your emails to a free […]