Best Practices

When to Offer Teasers and When To Give Away the Store in an Email Newsletter

Email marketing can usually be divided into two forms: advertising blasts that contain little more than an image and an offer; and newsletters that give away information to entice readers to click through and learn more. The division between those two forms is usually pretty clear. Offers go out to support specific promotions while newsletters…

Creating the Perfect Landing Page

Email marketing messages are issued with a goal. That goal may be as vague as maintaining a connection with an audience but it’s often something specific — and usually that means selling a product. But the email message itself doesn’t make the sale. Email marketing is a two-stage process that uses the email to generate…

When — and How — to Use Single-Subject Newsletters

Newsletters often come packed with a number of different kinds of content. By mixing up the articles — offering one section about a new product, giving a discount away in another, and discussing usage tips in a third before ending with a call to action — you increase the chances that a reader will find…