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Tough questions for tough times
When I get bored of real work (it happens), my mind wanders to other important issues. Like what if Darth Vader used email? Maybe his inbox would look like this.
But - alas - humor alone does not a good email newsletter make. So let's dip a toe into some uncharted email design waters and ask whether tracking URLs are hurting your responses...answers below.
And if 2009 looks like a portentous year, help is a mouse click away. This issue sees the start of a series on budget email marketing. And I summarize all the challenges of 2009 in 27 questions to ask of yourself and your email efforts.
Enjoy the read...
Mark
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27 questions
Coping with 2009
There are dozens of posts, publications, articles and opinions on how your email marketing might adjust to the challenges of 2009.
After reading most of them, I jotted down the key questions that address the issues awaiting your attention, including competition, fatigue, skepticism, new tactics, metrics and Web 2.0. Find them here.
Design nuances
Tracking URLs cost clicks?
As marketers, we only see the upside to tracking URLs - all that click data. But how do they look to recipients? In this post, I argue that these links may cost clicks and invite everyone to come up with better alternatives. Find out more.
Preheader alignment tip
Vertical preview panes won't usually display centered preheaders. Unless you put that preheader outside the main layout table, then you're fine. Read on for an explanation and test screenshots.
Budget email marketing
#1 Why do it?
If resources are scarce and times are tough, why would you put money into email marketing? What's the attraction for an SME? Answers here.
#2 Knowledge gaps
When conducting low-budget email marketing, where do SMEs fall foul of misplaced expectations and key knowledge gaps? A panel of experts has the answers.
What you missed
...in the previous issue
1. Important subject line insights: the 10-tip checklist and scrabble theory.
2. Design advice: improving preheaders and adding "mobile version" links.
Next email is on February 23rd and features more on budget email marketing, a follow-up to the tracking URLs CTR issue, and other stuff not yet planned but designed to amuse or educate...
Copyright Mark Brownlow 2009
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