Under: Email marketing
Brian Cuthbert of Diversified Communications, who recently delivered a webinar for us on Aligning Editorial Strategy with Sales and Marketing, has his editors reach out to five cancelled members each month to ask "What can we do better?" and see if they will come back. "We've picked up 3% of cancelled members by doing this," he said.
"The majority of your email success happens outside the envelope: the 'to' address, the 'from' address, the subject line, the preview, the format, and the deliverability. Nail them all and your success rates will increase. Period."
Email provider SendGrid wanted to reach donors so they tested an email with three forms of a teachers' thank-you note, hoping to bring people to a landing page.