Landing pages are crucial. They provide additional space to promote yourself, help you understand your subscribers and drive more people to your website. Real estate with email is limited, so it's important to ensure that your email design and copy encourage interactions.
When collecting data, many email marketers find themselves torn between the desire to collect as many email addresses as possible - pursuing an acquisition strategy and the need to gather detailed information about each new subscriber - a segmentation strategy.
Generating clicks will provide you with valuable information on each of your subscribers, from which content is most attractive to exactly what each individual subscriber is interested in.
By separating your functional from your emotional links you will be able to optimise each for what they do best.
Email is the cheapest way to contact customers and prospects, and new subscribers are generally the most active on email databases. So as an email marketer, your priority should be getting permission to email anyone who has expressed an interest in your product or brand.
So how and where should you ask them to subscribe?
When new visitors or existing customers come to your website, you have a very limited time to convince them to part with their email address - and to give you permission to email them.
To win a potential subscriber's permission, you need to do 3 things:
1) convince them that they'll benefit from receiving your messages
How can you make sure that email is the main way that people you know visit your website and interact with your brand online?
Effective email campaigns can help you avoid losing prospective customers, or exposing existing ones to your competitors in a search engine environment.
Released in June 2008, Alchemy Worx's study of over 600 subject lines across 200 million messages shows an unexpected relationship between click-to-open rates and subject line length, suggesting very strongly that past subject line analysis may have led email marketers seriously astray.