Email Strategy
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Why Bigger Is Not Always Better
Smaller, segmented sends usually win Smaller, segmented sends are more relevant to your subscribers, and they almost always perform better than one message sent…
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An Illustrated Example of Over-Sending
Over-sending means mailing your list more often than subscribers want, and in November 2026 it costs more than ever. Every extra unwanted message raises…
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How Not to Grow Your Email List
A hidden, pre-checked “send me emails” box at checkout is still one of the worst ways to grow a list. It isn’t valid consent…
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Is KFC’s Softball Email Strategy a Home Run?
No. Sending subscribers content they never asked for is still a weak strategy, and it costs more in 2026 than it did when KFC…
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Message with Meaning: Using Web Analytics to Target Your Email
The most relevant emails you can send in November 2026 are triggered by what a subscriber actually did on your site: an abandoned cart,…
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How the EEC Led the Push to Standardize Email Metrics
The Email Experience Council (EEC) tried to give the email industry one shared set of metric definitions through its S.A.M.E. project. Its guide came…
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What’s With All the Shouting? Why All-Caps Subject Lines Backfire
All-caps subject lines still read as shouting in 2026, and they usually cost you more than they earn. Readers see them as spammy. Some…
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Tell Us What You Think: How Origins Used Email to Ask Customers for Feedback
Asking subscribers what they like, through a short survey or preference form, is still one of the best ways to collect data for targeted…
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Growing Your Email List With a Website Sign-Up Form
The simplest way to grow an email list is still a short sign-up form that sits in the same place on every page of…
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Email QA Revisited: How to Avoid Mistakes That Force a Correction Email
The cheapest way to avoid a correction email is a short pre-send review: check the copy, test every link, address and offer code, and…