Testing an email is a waste of time.
Testing an email is a waste of time. I am sick of the words “test it” in email marketing. For the last 15 years, it seems that you cannot go a week without reading an article about the value of testing in email. Thought leaders, content marketers, vendors, and agencies have all banged the drum of just how testing can work and produce results. Unfortunately, in most cases, marketers haul off and test maybe one or two emails, see little if any change, and move on. Perhaps they get discouraged around how testing is supposed to be set up, or maybe they thought it would be easy and find that it takes patience and [...]
Email delivery vs Email deliverability
In email marketing, email delivery and email deliverability are two entirely different things when it comes to running an email program. Unfortunately, they are often used interchangeably, and it causes some confusion amongst non-email people around your organization. So how do you distinguish email delivery and deliverability? Email Delivery Delivery simply means that the email you just sent was accepted by your recipient’s server and did not bounce. It doesn’t mean that the email was delivered to the inbox or a folder; it simply means that it wasn’t rejected. Email delivery rate is NOT a metric you want to use to gauge the success of your campaign or your program. Therefore, the email delivery rate is [...]
Amazing Email Subject Lines May 2021
It's fair to say that email subject lines are one of the most important components of an email. What do email subscribers see first in their email inbox? The email subject line! If your email subject line is not amazing, then your digital marketing efforts could be falling short. In this post, we reveal amazing subject line examples. We love amazing email subject lines at iPost. We love writing email subject lines. We love testing them. We love to be surprised when what we think will work doesn’t. We also love when an email we didn't expect to take off gets incredible email open rates. Amazing subject lines can enhance the email’s subscriber engagement While there [...]
Memorial Day iPost will be closed in observance
On Monday, May 31st, the offices of iPost will be closed in observance of Memorial Day here in the United States. Memorial Day (formally known as Decoration Day) is typically known as the start of Summer. It is often observed on the last Monday with family and friends either at picnics, sporting events, or other gatherings. However, given the circumstances of the last 14 months, our world needs a bit more celebration, and I, for one, am looking forward to spending some much-needed rest and reflection time on this day of remembrance. Reflect on those men and women comrades who died in service to our country That said, let's not lose sight of what this Memorial [...]
Chapter 2: Don’t treat members the same way as non members in email.
Welcome to Chapter 2 of the new series at iPost called "Don't do this, do that," where some of the best minds in email marketing will use dozens of years of both client, agency, and ESP experience to guide you the email marketer with pragmatic advice. This chapter is strictly for Associations where members and non-members are your audiences. MEMBERSHIP MEANS SOMETHING, ESPECIALLY IN EMAIL It is no secret that associations thrive on member growth, engagement, and involvement. Consequently, the decision to become a member is often a strong belief that the Association will provide professional and personal development that aligns with their values. However, membership is a two-way street and requires work from both sides. [...]
Emails From The Client Side – Levels of Engagement
As we continue to grow, we are constantly fielding questions around our solution and its ability to perform strategically no matter what vertical they are in. One common theme from our clients is "levels of engagement." A recent email from the client-side asked us this: My engagement levels have peaked in many of my programs, and I'm trying to determine if it would be a better use of time to build on these or if I should focus on creating new campaigns where I can start with a lower engagement rate but perhaps achieve a higher conversion rate as a result. What do you think? How do your subscribers compare across the various programs you manage? [...]
Conversions are Key: Great Sales Emails Use Alt Text
Email is one of the most powerful tools in any marketer's toolbox. It can be used to augment anything from email newsletters, social media promotions and announcements, and even your website. When you send an email that includes a call-to-action (CTA) button or an image, it's important to include alt text so email recipients know what they will find when they click on that link. Great Sales Emails use Alt Text - Period! The issue is alt text and I’m taking a stand. Lack of alt text is a wasted opportunity and I simply do not understand why it happens. Do you see a problem with this email screenshot? This email is missing alt text. [...]
Take Your Transactional Emails from Dull to Dynamic
If you're sending transactional email, you already know transactional emails get a much higher open rate than other ESP marketing emails—from 40% to 85% higher depending on the source you turn to. You probably also know that’s rarely because they’re compelling and interesting. Nope, they’re usually boring. They are literally a transactional message. Yet people open them. Why? The high open rate happens because these emails are expected. I order something, and then I get an email confirming I ordered it. Then another when it ships. As a typical consumer, I look for these emails so I can track my purchases and know when they’ll arrive. As an email copywriter, I dread these emails from my [...]
iPost Joins American Society of Association Executives (ASAE)
SAN MATEO, CALIF., April 06, 2021 iPost, an enterprise email marketing and automation provider, has joined the American Society of Association Executives (ASAE). ASAE is a membership organization of more than 48,000 association executives and industry partners representing 7,400 organizations. Their members lead, manage, and work in or partner with organizations in more than a dozen association management disciplines, from executive management to finance to technology. “We joined the ASAE because an association’s email needs are similar to those of franchises, an industry iPost serves particularly well,” says Andrew Kordek, VP of Customer Engagement at iPost. “Most larger associations have multiple locations, like state or county chapters, so the iPost capabilities around accounts and subaccounts is a big deal.” [...]
DMARC: what it is and why you need it now.
With the rise in email scams, it is more important than ever to be sure that your business's emails are authentic. DMARC (Domain-based Message Authentication Reporting and Conformance) is an email validation system designed to protect your organization's email domain from spoofing and phishing scams. It uses your existing email authentication protocols such as SPF (Sender Policy Framework) and DKIM (Domain Keys Identified Mail) to determine your email message's authenticity. It adds an essential piece of functionality of reports back to the domain owner, who can then decide who is sending email on their behalf. DMARC: what is it? The DMARC tool adds a level of certainty on whether an email is legit. In a nutshell, [...]
Common Questions: New Email Service Provider (ESP Provider)
If you’re in the process of choosing an email service provider (ESP), you may be experiencing some confusion. That’s because Email Service Provider isn’t a straightforward term, and some companies that provide email services aren’t even aware that they are Email Service Providers. So, before you choose an email service provider, ask yourself these questions: What do I need from my email service provider? Is Gmail / Outlook / Apple / Yahoo an ESP? What is an example of an Email ESP? What are the various email service providers? What is an ESP? An ESP (email service provider) is a company that allows marketers to send email campaigns to their email contact lists. ESPs are technology [...]
7 Hidden Costs of Switching Email Service Providers (ESP)
If you’re switching email service providers, one of the questions that’s likely top of mind is, what will it cost to move from one ESP to another? Although there are steps you can take to make the ESP migration easier, you still might not understand the real costs. Based on anecdotal evidence from watching—and helping—clients switch email service providers, both before and during their engagements with iPost, I’ve pulled together some hidden costs to consider to help you understand those real costs associated with switching ESPs. Please note: This is not a breakdown of the costs of switching email service providers, nor a guide to figuring out if the cost is worth it. It is, however, [...]
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