New Case Study: Increasing opens, clicks and deliverability

Feb 3 2012 by Alex

Learn how the Toy Industry Association (TIA) executed a three-phase initiative that resulted in an impressive 67 percent increase in clicks and a 56 percent increase in opens of their weekly enewsletter.

TIA had struggled with a steady decline in results of its enewsletter in recent years. The case study highlights how TIA worked with the Informz strategy team to execute a comprehensive re-engagement campaign and testing program.

The results of the program included an improved deliverability rate from 83 percent to 98 percent, an 18 percent total increase; an increase in open rates from 16 percent to 25 percent, a 56 percent increase; and an increase in click-thrus from 18 percent to 30 percent, a 67 percent increase!

In this exclusive Informz Case Study, learn how TIA:

• Utilized A/B split tests to determine the most effective subject lines.
• Conducted a re-engagement campaign to remove unresponsive subscribers.
• Redesigned the layout of Toy News Tuesday, which lead to an increase in delivery, 67 percent increase in clicks, and 56 percent increase in clicks!

Click here to download your exclusive copy today!

Filed under: Associations, Case Study, Deliverability, Email Marketing Tips, Engagement, Testing
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Advisor Vlog: Re-Engagement in 5 Easy Steps

Jan 27 2012 by admin

We all know the importance of subscriber engagement. Sometimes, though, subscribers can become inactive. Maybe they’re overwhelmed by emails, and your message gets lost in the shuffle, or maybe they’re not enticed by your subject lines. Either way, it’s time to stop wasting your resources on these inactive subscribers and start a re-engagement campaign to get them back in the loop — or off your list for good.

In our newest Advisor Vlog, eMarketing Advisor Lainy Jada shares the steps you can take to clean up your lists and reach out to those inactive subscribers.

Filed under: Blog, Email Marketing Tips, eMarketing Advisor, Engagement, Personalization, Vlog
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Informally…Meghan!

Jan 24 2012 by admin

She’s 1/2 of “The Megs,” dreams of sandy beaches, and wants to be best buddies with a famous pig. In this week’s Informally column, we’re talking with Meghan Curtin, Channel Manager at Informz!

What is your official title and what exactly does your job entail?

As the Channel Sales Manager, I’m responsible for providing sales and marketing support to our channel partners and executing programs focused on strengthening the sales channel.

How long have you been with Informz?

7.5 years! I was lucky enough to be one of the first handful of Informz employees.

What’s your favorite part of your job?

Demonstrating to an organization all that they have been missing  by not utilizing Informz as their email provider. I love it when demo attendees get excited when they see an Informz feature and how it will benefit their organization.

Describe your typical work day in three words.

Talkative, Virtual, Racing.

If you could be best friends with a famous actor or actress, who would you choose and why?

Filed under: Blog, Company, Informally
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New Year, New Approach?

Jan 20 2012 by admin

Now that you’re back to work in the new year, your organization may be considering changes to its email marketing tactics to maximize the return on your efforts. This may include externally visible changes, such as new design elements and logos for re-branding, or maybe it is a new content offering. One common change that has potential to negatively impact email delivery is the use of a new from address or domain name.

The majority of sender reputation is based on the sender’s IP address, though some receiving domains also consider the reputation of the sender’s domain and the from address. Yahoo.com is one example. Yahoo primarily looks at the IP address reputation, but the sending domain and from address are additional checks or filters your message will face on the way to the Yahoo inbox. Yahoo will initially consider the reputation on a new from address to be neutral, so it may be especially good when sending with your new from address.

Here are some issues subscribers at various domains may experience when your from address is changed.

• Those who added the current from address to their address book or whitelist will no longer have an accurate listing, possibly causing inbox delivery problems.
• Your images may not be displayed by default for messages using your new from address.

If you must change your from address, I suggest sending a change of address/whitelist request message with:

• A subject line along the lines of “My Email Address Changed,” like you might receive from or send to a friend.
• A clear message about what action you want them to take (whitelist your IP, whitelist the domain and/or add your new from address to their address books).
• The OLD from address. Often senders send a change of address/whitelist request using the NEW from address! Think about that for a minute. If this message is sent with the new from address and they haven’t yet added it to their address book, what are the chances that they will see and read it? Not as good as if you had sent it with the old from address your subscribers and their email program recognize!

When you transition to sending with your new from address, I would try and keep the content’s look and feel similar to the existing messages for a while so recipients recognize it. This may help with subscribers who didn’t see or act on the change of address message you sent them.If they don’t recognize the from address or the branding, they may discard it. I would suggest keeping the same “Friendly From” (if possible) for this reason also.

If sending from a new domain, make sure any type of sender authentication used prior to the change is updated at the same time. If you have SenderID or DKIM in place for use with your old domain, make sure it is updated to work on messages sent using the new domain as well.

If you plan a total revamp to your messaging approach, changes should be made in steps along with way. If you make too many changes at once you could create new issues that didn’t exist when doing it “the old way,” and it will be more difficult to diagnose and fix them than if they were made in incrementally.

And, as always, don’t forget to test any changes you make!

Greg Robinson is the Deliverability Manager at Informz.

Filed under: Blog, Deliverability
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