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Chad White
Chad White is the Research Director at Litmus, a web-based email design, testing, and analytics platform. He’s also the author of “Email Marketing Rules” and thousands of posts and articles on email marketing trends and best practices. Chad’s research and commentary have appeared in more than 100 publications, including The New York Times, The Wall Street Journal, USA Today, and Advertising Age.
First-name subject line personalization is so 2008. In fact, inserting subscribers' first names into the subject lines for marketing emails has become so common, so abused, and so non-strategically used over the years that its general effectiveness is questionable.
While it can still yield results...
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Newsjacking -- the practice of leveraging the popularity of a news story, event, or cultural phenomena to promote yourself or your company -- is one of many ways to boost the relevance of your emails. Our 100 Inspiring Subject Lines includes some great examples of newsjacking in action:
The...
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Gmail is making their native unsubscribe functionality much more prominent, placing their "unsubscribe" link right after the "from" name in the Gmail interface. Previously it was typically hidden in a dropdown menu.
As before, Gmail only adds the native "unsubscribe" link to emails that include...
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During the busy shopping month of December, we abandoned shopping carts at more than 100 major online retailers. Only one-fifth of them followed up with a triggered email to try to get us to complete our purchase.
The low adoption of shopping cart abandonment emails presents retailers with a...
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The most effective subject lines are those that are straightforward and predispose openers to click through and convert. However, creativity does have its place.
Whether you’re projecting your brand’s attitude, promoting a non-sales message or engaging in some newsjacking, creativity in less than...
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In general, the most effective subject lines are straightforward and predispose openers to click through and convert. But creativity does have its place.Creative language can differentiate non-promotional from sales-oriented messages. It can give your emails the edge-especially when your subject...
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The holiday season is wonderful because people are buying for everyone in their lives. That's not the case during the first half of the year when there's a parade of generally single gift-recipient holidays, including Mother's Day, the graduation season, and Father's Day.
However, over the...
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Email marketing's return on investment is significantly higher than search, social, mobile and many other channels. While these other channels thrive at raising awareness, customer acquisition, and fostering conversations, email marketing is the power channel for retention marketing. Consumers...
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