Improving your bottom line: the latest articles

Latest posts | Feed | By Mark Brownlow on October 19, 2007

Ah, Friday. Time to wave a fond goodbye to another week of work and get some reading in. Want to improve your email marketing results? These new articles from around the web can help...

1. Consider web feeds (RSS) as a sales medium

Heresy! Dare I suggest giving web feeds another look? Autodesk sent the same offer out via email and RSS, and the latter got higher conversions.

(Note: this doesn't mean RSS is better than email. It just reminds us that we shouldn't assume email is the only way to get an offer out.)

2. Consider certifying your emails

Goodmail big up another client who boosted open rates after getting certified...though they admit the client also changed their email practices at the same time in ways that would have a similar effect.

(That's not a sly dig at Goodmail, since other case studies show the potential benefits of certification, for example for the Red Cross or Overstock.)

3. Compare your efforts with the Advanced Email Marketing Checklist...

...put together by Anna Billstrom. Should give you some ideas on what else you might do with your emails.

4. Add customer ratings and reviews to your emails

Bath and Body Works report higher conversion rates from promotional emails as a result of doing just that.

5. Ensure more continuity between your emails and your website

Chad White explores issues like branding, use of a logo, navigational layouts, colors, etc., with good and bad examples from the world of retail email.

6. Improve your delivery rates (doh!)

ESP Aweber just added an incentive to subscribe to their blog...a 9-page guide to the things you can do (or need to think about or explore further) if you want more emails to reach the inbox.

7. Better exploit transactional emails

Elaine O'Gorman describes the advantages of adding marketing messages to account updates, order confirmations etc., explains some of the problems with implementing the idea, and lists the components of a strong transactional email program.

Good stuff in there in addition to the plugs for outsourced ESP solutions.

More email tactics and strategies | Tags: email marketing, rss, web feeds, transactional emails, email deliverability, email certification

[This post brought to you by Campaigner Email Marketing]
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