Do opt-outs ever expire? OMG WTF DMA!?

The DMA, never a particularly useful resource, has outdone itself with this latest jaw-dropping announcement. Unless I log into my account, my opt-out preferences “expire.” That’s right, apparently they have decided that opt-outs can expire. So I need to log into my account to continue the opt-out? Simply infuriating. Completely unreasonable. Here, fixed it for ya:

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Thoughtless marketing mistake but nice recovery via apology

This probably seemed like an innocuous email to send to the marketing intern they’ve got churning out emails to their targeted list. After all, something that happened in 2013 is decades ago in internet years, right? Suffice to say, they got a ton of pushback from that poorly-conceived subject line. 3 people died and several hundreds were injured in the bombings of 2013. A few hours later, the apology email…

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Even the POTUS can’t get mail past spam filters

Looks like the President has yet another problem. This one transcends email marketing though. The 1600 Daily email includes daily news and updates from the White House, but if people don’t like the agenda that’s getting pushed, they may tag the email as spam.

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Get the basics right… like including a subject line

It’s always funny to see emails hit the inbox with no subject line. The email team was so harassed by getting the email out the door that they just neglected that one tiny piece… which completely determines whether or not someone will open your email. It’s doubly funny when it’s an email with tips about “preparation” and that references impressing your boss. I’m pretty sure she’s not going to be…

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This is how to recover from an email mistake

Great “oops we made a mistake” example from Handy just floated into my inbox. And true to form, we’re much more interested in the “oops” subject line than the first one that came hours before this. I’m willing to bet that open and response rates are much higher on the 2nd send…. not that you should intentionally make a mistake so you can benefit from an “oops” email. What I…

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5 mistakes Campaign Monitor made with their email about 10 mistakes to avoid

Campaign Monitor’s latest newsletter includes a link to a useful infographic about the do’s and don’ts of email marketing. There’s solid advice in there and I commend them for pulling together a nice visual representation. The only problem is, they broke at least 5 out of the 10 rules in their email that promoted the infographic. I call that out here just to show that even if you know what…

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Resist the temptation to send these types of emails

Not a day goes by without some type of “new website… coming soon!” email hitting my inbox. Let me reiterate—no one cares what’s coming soon. Is it here? Can I take advantage of it? Then it’s somewhat more acceptable to send an email about your website/product update, although still not a great idea. I don’t care how enthusiastic your internal team is about your new updates, for your subscribers’ sakes,…

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5 tips for subject lines

1. Keep them short 2. What’s in it for them? 3. Test, test, test 4. Highlight helpful content 5. Don’t be misleading Keep your subject lines short. I’ve tested this again and again and consistently find that shorter subject lines outperform longer ones. Our attention spans are shrinking every day, which applies to how much time we want to spend reading a subject line as well. Figure out exactly what…

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“Oops” Emails – it happens to all of us

We’ve all been there—an email accidentally goes out too early, or to the wrong audience, or with the wrong offer, or with a subject line that says “TEST” in it. Instead of fretting about this, embrace this opportunity to send a correction email. In my many years of experience, I’ve seen fantastic open rates on emails that admit mistakes. Here’s a great example to give you something to strive for.

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