Is How You Send More Important Than What You Send?

Email marketers spend a lot of time, effort, and creative energy building new email programs and perfecting creative. Email marketing teams spend over half their time building, testing, and optimizing HTML emails. Are there other things to focus on? After some research, I can confidently say that once the basic campaign types are covered, there is frequently more leverage in optimizing send practices than building new email programs. (In this context, “basic” campaigns include segmented pre-planned campaigns and some of the more common types of triggered messaging, like abandoned shopping cart and abandoned browse.) What kind of sending practices […]

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