It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights like subject lines, sender identities, and list health, there’s very little contest...

Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been retargeted. Retargeting (also known as ‘remarketing’ or ‘pixel tracking’) lets you ‘tag’ visitors who...

How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out quite a lot. The measure of overall email list engagement is called list health...

Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works and what doesn’t. When you run a split test, two or more versions of...

You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency. Enter, the chaser email. This is one of the simplest tricks in the book...

Quick read

Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to give it context. Does it make sense without an accompanying photo or intro text?...