Very Impressive PR Couture

Kate Lowry

I rec’d an email from PR Couture yesterday that knocked my socks off!  It was witty, creative and captivating and therefore, I had to share.

I have now read it to a couple of people and each time, I enjoy it just a little bit more than the last time.  Kudos to PR Couture to make it so easy to either stay on the list or unsubscribe.  I hope you enjoy it as much as I did!

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Triggered sends generate twice the revenue with half as many emails for Listrak client Smart Furniture

MarketingSherpa recently released a comprehensive case study on Listrak client Smart Furniture, revealing how the online customized furniture purveyor doubled revenue with segmentation and triggered emails. 

The case study describes how Smart Furniture -  

- Increased list segments from five to 30

- Grew open rates by 311% 

- Doubled revenue with half as many emails 

Read the case study, which includes examples of Smart Furniture’s welcome email, preference center, cart abandonment campaign and post purchase emails, here

Remember the preheader message.

Travis Buck

Best practices for the preheader area in email tell you should include two things – a message to support the content of the email and a link to view the email in a browser. While the browser link is important, a supporting message is arguably more important. In Outlook, Gmail and the iPhone, the preheader text is displayed following the Subject Line. Since the iPhone holds 23% of the market share for email clients this is certainly something that should be taken advantage of.

Let’s take a look at two examples.

American Apparel

Subject Line:
KESH x American Apparel: The New Limited Collection

Preheader:
Please click here if you are unable to view the images.

This email from American Apparel doesn’t include a supporting preheader message. Instead, they’re using the space for a browser link only. Kudos for including a browser link, but as you can see on the iPhone preview, they’re missing out on an opportunity to better communicate the message.

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Backcountry.com

Subject Line:
Casual Summer Clothes + The 4th of July Sale Is On

Pre-header:
Kick Back With Summertime Clothes From Icebreaker, The North Face, prAna, & More ›

This email from Backcountry.com is a good example of best practices. There is a nice supporting message in the preheader as well as a browser link. Notice the preheader message is on the left and the browser link is on the right. Positioning is important. In order for the preheader text to appear after the subject line it needs to be the first instance of html text in the email. Positioning the preheader message on the left side ensures that it’s the first instance.

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Making Twitter a Part of your Email Acquisition Strategy

Karen DiClemente

As many of you know, yesterday Twitter released the Lead Generation Card, a new type of card which allows marketers to collect leads directly within a tweet.

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This could be a game changer because users do not need to fill out any lengthy forms.  Their information (Name, email, and username) is already pulled into the card. They literally just have to hit “Submit” on the Card’s call-to-action.  Currently, this is only available as a feature in Promoted Tweets — a paid feature of Twitter Ads.

As email marketers, we’re always looking for new ways to boost our acquisition.  The launch of this new Twitter feature is exceptionally timely as Listrak recently published a whitepaper focused solely on the importance of acquisition.

This is a great tool to get more bang for your buck from your social media spend.  With Twitter Ads, you pay for the Cost Per Engagement on retweets, replies to, clicks, or favorites your Promoted Tweet — and clicks count both on the URL in the tweet and anywhere in the tweet itself, so this is something you definitely want to test.

It’s important to treat this acquisition source as you would any others (website signup, modal/lightbox signup, etc.) and send new subscribers a welcome email/series. 

There are many reasons that a welcome series is highly recommended. To begin, it validates the email address, which protects your sender reputation. It also reminds subscribers about their opt-in and confirms what they may expect as a result of signing up. In addition, welcome emails may be used to request more profile information while reinforcing your brand. And finally, a welcome series immediately engages new subscribers and keeps them engaged beginning at the moment they have shown interest in your brand.

Will you be testing the new Twitter Lead Generation cards?  Would love to know your thoughts!

AOL Postmaster - New Spam Filtering

James Koons

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Email marketers should be aware that last week AOL announced on their POSTMASTER BLOG that they have made some changes to their spam filtering.  In a POST from Lili Crowley, it was announced that based on customer feedback changes have been made to the handling of identified spam.  As a result, some senders may be blocked with 544 CON:B1 Refuses.  AOL’s Postmaster website defines a 554 CON:B1 as “The IP address has been blocked due to a spike in unfavorable e-mail statistics”.  

This type of error message would indicate that the sender has been blocked due to a poor sending reputation.  Senders should be aware that even tough they may have  been able to deliver email in the past without any major deliverability issues, they might not be able to get delivered today.

High-res Kate Lowry
A friend sent me an email she received from White House Black Market knowing that I’m always interested in seeing what companies are doing to engage their customers.  It’s cute, it’s creative, and their personalization makes you want to respond to them.  Great job White House Black Market! 

Kate Lowry

A friend sent me an email she received from White House Black Market knowing that I’m always interested in seeing what companies are doing to engage their customers.  It’s cute, it’s creative, and their personalization makes you want to respond to them.  Great job White House Black Market!