Recently, Google enabled the grid view for my Promo tab, turning my inbox into an infinite-scrolling ‘Ginterest’ board. The new view occurred roughly ten months after Gmail launched the somewhat controversial tabs feature, which separates promotional emails into their own tab.
Birthdays rule. You get cake, balloons, presents, and….
free cinnamon sticks– or rather, emails about birthday freebies or promotions from your favorite companies!
The open rate is one of the most important metrics of email marketing. Your emails contain important information; they deliver news about transactional info, money-saving promotions, new product arrivals, and helpful business updates. But unless your emails are opened, your subscribers will never realize the true value of your messages. A great way to boost your open rates is to run A/B experiments. But what elements should you test? To answer that question, let’s first review what actually affects your open rates.
1. Send time: What time are you landing in their inbox?
The best send time will vary greatly by industry. For example, B2B businesses may benefit from sending emails during business hours, whereas consumer brands can send emails earlier in the day for customers to read during their morning commute, or later at night, when people are relaxing on the couch with their iPads. The only way to find the best send time for your company is to test it.
2. Sender name: Who is sending the email?
A personal sender name can definitely affect your open rates. Wrapp, an Iterable client, performed a simple A/B test comparing four different sender names, and the results were eye-opening. The friendly sender name “Lisa from Wrapp” outperformed the sender names “H&M via Wrapp”, “H&M on Wrapp”, “Wrapp” and “Sura from Wrapp” (control). By using the optimized sender name, Wrapp was able to boost open rates from 11.85% to 20.35%, a 71.83% improvement!
We’re always cooking up something good at Iterable to make your emails even more powerful. Check out our three new features: cohort analysis, Segment.io integration and Mixpanel integration.
In the Iterable Campaign Metrics view, you can now easily compare opens, clicks, unsubscribe rates or other metrics across different subscriber groups. The following example compares metrics for subscribers in different timezones.
Sample use case: Compare email open rates for subscribers in different states. Consider creating separate campaigns with more targeted messaging in the subject line and preheader for lower performing states.
If you’re like me, you begin each morning by checking your phone, then again during your morning commute while waiting for the bus, a couple dozen more times throughout the day and of course, one last time before falling asleep.
And if you’re not like me, perhaps these 3 mobile email facts will convince you the importance of responsive, device-friendly email design:
- * 51% of email opens are on mobile devices(Litmus)
- * People look at their phones an average of 150 times a day(Internet Trends, Kleiner Perkins Caufield Byers)
- * 80% of people delete an email if it doesn’t look good on their mobile device.(Litmus)
Okay, okay, so optimizing email for mobile is important, but how do you achieve responsive email design? Here are 5 quick guidelines for making sure your emails look great across all devices.
The Iterable team has a new home!
We have joined the super sweet Runway incubator space in the heart of San Francisco.
Gmail is shaking things up again, and this time it’s with a one click unsubscribe feature that will be viewable in email headers. Users will no longer have to dig through the body of an email to locate the “unsubscribe” link (usually at the end of an email in tiny font).
We’ve been hard at work over the past few weeks, and we’re excited to announce 4 new Iterable features, designed to make your email optimization experience even better!
Subscriber lookup by email
You can now look up individual subscriber details (emails sent, open history, open locations, etc) by email address.
In the ‘Segment Subscribers’ view, use the ‘Email Lookup’ function to search for a specific subscriber.
In the spirit of Valentine’s Day, we’re going to make a cheesy analogy: email marketing is a lot like dating. First, you woo the individual into joining your mailing list. Next, you get to know each other and learn about the subscriber’s preferences. Sometimes it gets rough and you have to prove your worth. In the end, the relationship may or may not work out, but there are ways to heal and deal with the loss. Here we uncover the 4 stages of an email marketing relationship.
1. Nurture the new subscriber relationship
Congrats, you have a new signup! This lovely lady or gent wants to stay in the loop about your company, product, or service and looks forward to your exciting promotions in his/her inbox. The relationship is new, exciting and the potential is unlimited, but how do you nurture this new development to make sure it is mutually rewarding, valuable and long-lasting?
Recently, Facebook and Asana co-founder, Dustin Moskovitz, announced in Wired that “Email’s About to Die.”
Here at Iterable, a next-gen email marketing platform, we believe that statement needs a bit of clarification and edification.
“Email’s about to die, for intra-business communication.”
Ah, that’s better!