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Intevation Report - Best Practices in Email Marketing
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    May 2007
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Optimization
8 Tips for a Stronger Call to Action

By Stefan Pollard

"Click here!" Many email marketers believe that is the ultimate call to action: It's clear, concise, universally understood and specific in telling the email reader what to do. Just what you want, right? Alas, it's wrong. As a command, "click here" is beautiful in its simplicity, but it falls far short as a call to action – the trigger to launch the customer on the complicated path to conversion – because it doesn't tell your email readers what you really want them to do. Read Full Article.

Full Article | Email Feedback

Previous Optimization Article
How to Grow Your Opt-In List: The Ultimate Guide

Additional Resources:

       Editor's Note
Dear Reader,

The more I work with email marketers to improve their email marketing programs, the more I see one error cropping up everywhere – an ineffective call to action. The old reliable "Click Here" might have served you well when email was in its infancy, but you need a more robust call to action now. Read the Optimization column 8 Tips for a Stronger Call to Action for advice and insight on creating attention-getting and effective CTAs.

Stefan Pollard
Editor
Delivery Trends
Find the Opportunity Lurking in Email Challenges

By Stefan Pollard

For all the advantages email offers you as a communications and marketing channel, it does have some challenges you must work to overcome. They aren't fatal, and if you are smart about what you're doing, you can turn those challenges into opportunities. My ClickZ column looks at one major challenge – the shrinking amount of space in the email message – and presents the solution and the opportunity behind it. Read Full Article.

Full Article | Email Feedback

Previous Delivery Trends Column
Monitor Feedback to Boost Deliverability

       EmailLabs News
EmailLabs Garners Sixth Award – Captures 2007 Web Marketing Association’s Internet Advertising Competition Award for Best Email Online Newsletter Campaign

EmailLabs Wins Two Marketing Sherpa 2007 Email Marketing Awards—Gold for Best Welcome Email and Silver for Best Email Opt-In Campaign
Stat Watch
Delivery Rates Still Vex Marketers

Although general email delivery rates have edged up over the years, more than 2 out of 5 marketers surveyed in a new Internet Retailer report are seeing unacceptably low delivery rates, defined as below 80%.

Here's how marketers are reporting their delivery rates, defined as total percentage of email message delivered minus bounced and blocked messages:

Email Delivery Rates Reported By Marketers
% Marketers
% Emails Delivered
40.2%
90.1% to 100%
19.1%
80.1% to 90%
14.8%
70.1% to 80%
9.6%
55.1% to 70%
16.3%
55% and below

Source: Internet Retailer Survey Report on Email Marketing, 2007.
       Recent Articles
How to Grow Your Opt-In List: The Ultimate Guide

Take the Pain out of Preview Panes (iMedia Connection)

Warning! Outlook 2007 Might Trash HTML Again

How Spammy Subject Lines Hurt Delivery (ClickZ E-Mail Delivery Column)

The Seven Best Ways to Boost Deliverability in 2007 (ClickZ E-Mail Delivery Column)
Ask EmailLabs
Is HTML Really Doomed for B-to-B Email?

Question: I have heard that Outlook 2007 will make HTML messages unreadable. Since I am a business marketer, and I presume most of my readers use Outlook to read business email, does this mean I have to give it up completely and send out only text email from now on?

Answer: In a word, no. You do not have to abandon your HTML format, which gives you several advantages over text in terms of reporting, tracking, branding and pull with readers. However, you should review how you use HTML and create a "light" version if you don't already have a text-only edition. Read Full Answer.

Full Answer | Got a Question? Ask EmailLabs

More Email Marketing FAQ's

       EmailLabs Events
ClickZ Email Marketing Event
May 14, 2007
San Francisco, CA

ACCM 2007
May 21-23, 2007
Boston, MA

INBOX 2007
May 31- Jun 1, 2007
San Jose, CA

Internet Retailer 2007
Jun 4-7, 2007
San Jose, CA
About EmailLabs
EmailLabs is a leading provider of high performance email marketing solutions to agencies, publishers and marketing, sales and customer service departments of middle-market and Global 2000 companies. The EmailLabs email marketing platform is provided as an ASP (Web-based) service, and is easily customized and integrated with a company's Web site, sales force automation and CRM technologies. The company provides email marketing solutions to more than 600 companies, including Nokia, Agilent, PalmSource and Jupitermedia. Headquartered in Menlo Park, Calif., EmailLabs was founded in 1999 and is a subsidiary of Lyris, Inc. (OTCBB:JLHY).

For more information, visit www.emaillabs.com or call 888-465-9747.


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