Jul 4, 2009

Email Marketing Gadgets

Once you have achieved a 99,5% deliverability, once you've split tested all you could on your email campaigns and that everything is optimized, when all your systems communicate together, when you track your users everywhere and that all systems and teams get the relevant information to be able to interact properly with your clients, there are still some things that you can add to your email strategy to enhance your clients' experience.

I call these gadgets, simply because they are absolutely not necessary but can be very nice to achieve this little something that will make you stand out of the pack

1) First gadget could be considered as a best practice (and might become one over the next years):
Although most people usually read their newsletter on a web browser or a mail reader, more and more people read theirs on their mobile device.
One thing I see more and more (even though most people STILL read emails the traditional way) is adding a second "view online" page.
The traditional view online link points to an HTML page. Well the second "view online" page could then be in text and the link should read: I you are reading this email on a blackberry, please click here to view the text version.

2) Second one is probably one of my favorites although it's probably not suitable for all kinds of email communications :
You (or your team) probably spend a lot of time editing the content of your newsletter, once this email has been broadcast, this content will be read by your openers; but after a couple of days it will die out.
One good way to continue use the benefit of this email content is to create an RSS feed of your email newsletter.
This way you will increase the value of all these brilliant articles you wrote.
This RSS feed could then also be an excellent alternate media to keep in touch with your company.

3) The third gadget is very trendy:
Add social networks publishing or forwarding possibilities to your emails.
As on blogs and websites, an email probably can be considered as an article, hence it's as relevant as anywhere else to add a "share this" button on your emails to post the emails (or link to HTML online page) to Facebook, twitter, linkedin,....)
I believe this has to be the next generation send to a friend process.

There's plenty of other gadgets (each ESP has theirs) but this has to be my top 3 yet.

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