How many times have you clicked through an email only to be greeted by a pop-up that immediately asks for your email address?
Or, clicked through an offer only to be baffled by how to redeem it?
We refer to this as continuity.
The experience that subscribers have post-click is equally, if not more important than the one they have interacting with your email. Subscribers believe that their expectations will be satisfied on the other side of a click. If those expectations aren't met, they bounce.
Yet, most of us spend inordinately more time optimizing pre-click stuff like subject lines, headline copy, and photography of the email creative itself.
Create continuity between the promises your emails make and the experience that customers have post-click. Follow through.
I bet you'll see good things happen.
You acquired 50,000 new email addresses from a co-branded contest? That's awesome, but proceed with caution. These email addresses can be low quality, low-intent, and do more damage to your sending reputation than good. This post explores how to safely roll contest entrants into your main list in a way that surfaces the good ones and filters the problematic ones.
Over the last eight years, we've learned a lot about the technical aspects of getting emails into inboxes reliably. We rolled almost everything we know into a 4,000-word guide that you can use to make sure the deliverability of your email program is on point.
We improved our integration with Facebook, and you can now sync any Rejoiner segment to FB audiences. Some ideas: Sync your unsubscribed customers to an exact match audience for re-engagement. Or, sync the most valuable 10% of subscribers and build a lookalike to find more people like them. Give us a shout if you'd like a run-through on how this works.
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