I've never understood why anyone is surprised that email is still thriving. It's direct, personal, habitual, universal, etc. - it's easy for people to interact with. What does surprise me is how often poorly executed campaigns still garner 20 percent open rates. Compare that with an above-average Facebook ad, which might have a click-through rate of 0.01%. That's one-tenth of one percent. Truly ...
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Beyond Event Tracking: How to Insert Dynamic Content in Your Emails
For all the talk of personalization in email marketing, there's little discussion about dynamic content. Marketers have been inserting basic customer metadata - names, ages, cities, etc. - for years, but that's personalization 101. It's time to turn it up a notch. We've spent the last three years building tools to help you insert new kinds of dynamic data into your emails. Tracking on-site and ...
Prioritize Every Customer with Better Time Zone Management
Don't make the mistake of prioritizing one time zone over another. Most marketers approach email timing this way and it's far less than ideal. They test send times, then choose the single time that delivers the most opens and clicks. That only works if you customers are all in the same time zone. Otherwise, there's a better way. We've said before that there is no best day to send emails. ...
How to create useful, easy-to-manage, fully customized help documentation
A customer-centric approach to product, marketing and support is the key to building a great company.As anyone who's ever built a SaaS business can attest, it's easier said than done. We always aim to help customers find their way and this, ultimately, served as the foundation for our decision to build our own help documentation. Here's a perfect example of how that approach manifests itself in ...
You Don’t Have to Send So Many Emails
Your customers are inundated with hundreds of messages every day. The signal to noise ratio is lower than ever. But somehow, a handful of businesses manage to stand out in the inbox. Some rely on data to monitor behavior and trigger messages. Others invest in good, old-fashioned branding. Still others make their mark with great copywriting. There is no right way but there are plenty of wrong ...