For 2021, Webbula launched a video series where we sit down with email industry experts to discuss various topics within the email marketing world.
Each month, Webbula will introduce a new line up of email experts with a new topic. Thank you to every email expert who participated in this video series to provide advice to other email marketers.
- Tom Blijleven, Flowmailer: Inactive Subscribers
- Komal Helyer, Pure360: Welcome Series
- Samantha Iodice, The Sauce Experience: Read Rate
- Lisa S. Jones, EyeMail, Inc.: Subject Lines
- Andrew Kordek, iPost: Messaging
- Gavin Laugenie, Dotdigital: Only send when you have something to say, and email is a two-way street.
- Randy Levy, Zembula: Dynamic Email
- Emily McGuire, Flourish & Grit: Repeating Emails
Keep sending emails to inactive subscribers because they do not hurt your deliverability or bounce. Dela Quist wrote a blog post that mentioned, “even though people don’t open your email, they still see it. It has a billboard-like impression”
Welcome Series! It's the most engaged with, it generates over 60% open rates and has the highest conversion rate compared to the rest of your email campaigns, yet most brands still don't do it.
VP of Marketing, Pure360
Read Rate: People don’t use it often because people don’t pay for the technology. You can tell a lot by how long people are really engaging with your content rather than just scanning.
Founder + Chief Geek, The Sauce Experience
Your subject line is essential. What is the carrot you’re putting out there to get subscribers to open your emails? Is the message personalized to the viewer? Be more creative with newsletters subject lines.
Lisa S. Jones
Chief EyeMail Officer, EyeMail Inc.
One tactic that needs some elevation is messaging. We have to be able to have the right message, and not just at the right time. Messaging is an art to get subscribers to take action and engage. Think about how you’re speaking, not at them but with them.
VP of Customer Engagement, iPost
1) Only send when you have something to say. Make that message as personal as possible. 2) Email is a two-way street. Allow people to respond to your messages.
Head of Strategy & Insights, Dotdigital
Dynamic email - At the end of the day, omni channel one-to-one experience and being relevant. Subscribers do not want the generic sales pitch.
Chief Revenue Officer, Zembula
Repeating Emails - Sending the same email, even if it's just swapping out the subject line, is huge for saving time and reinforcing the email's content to your subscribers.
A really good email open rate is between 20%-30% between 70%-80% never saw the emails, to begin with. Repeat the same email in the next month or few months.
Founder, Flourish & Grit
If you enjoyed this post, be sure to look for future posts in this video series by signing up for our weekly newsletter!
Check back next month to listen to our next round of email experts answer, "Promotional Tabs vs. Primary Tab - Is one more important?
|March: "How Has Email Changed Since Covid? What Should We Prepare For In 2021? Watch here.|
|April: "Now that Apple, Firefox, and Google announced they are phasing out third-party cookies, what does this mean for email?" Watch here.|